$5,631
Google Ads · Legal services
Improving efficiency without compromising measurement quality
A June 2026 optimisation cycle combined campaign-level conversion goals, budget concentration and a close review of what was actually being counted as a conversion.
227.1
Reported tracked conversion actions
$24.79
Reported cost per tracked conversion action
The context
The account needed to improve efficiency across a mix of Search, Performance Max and test campaigns, while keeping conversion reporting meaningful for commercial decision-making.
What changed
- Introduced campaign-specific conversion goals so each campaign could optimise against a clearer target.
- Focused budget on the strongest-performing Performance Max activity while keeping weaker activity controlled.
- Reviewed the conversion mix rather than treating every recorded action as equally valuable.
The result
June was the account’s strongest reported month: spend fell from approximately $8,215 to $5,631 while tracked conversion actions rose from 120.48 to 227.11. Clicks increased from 679 to 1,110 and average CPC fell from $12.10 to $5.07.
The flagship Performance Max campaign delivered 183.62 reported conversion actions at $18.54 per action, while a competitor-focused campaign improved from 11 to 33.99 reported conversions month-on-month.
The important judgement call
97.62 “Text Us Widget Button Click” actions were identified within the June total. Because these opened a chat widget rather than confirming an inquiry, they were reclassified as secondary conversions. Excluding them, the account still recorded roughly 130 primary conversion actions, ahead of May’s 120.48 on substantially lower spend.