How to find high-CPA keywords in Google Ads
Updated
Quick answer: a high-CPA keyword is one that does convert, but at a much higher cost per conversion than the rest of your account. A simple rule: work out your account average CPA (total cost divided by total conversions for the period), then flag every converting keyword whose own CPA is at least 2x that average. These keywords look like they're working, so they rarely get reviewed. Check their search terms, Quality Score and landing page before you lower the bid or pause them.
1. Get your account average CPA
Open Campaigns → Keywords → Search keywords, set a date range of 30 to 90 days so each keyword has enough data, and make sure the Cost, Conversions and Cost / conv. columns are showing. Your account average CPA is the total cost divided by the total conversions in that view. If your account recorded no conversions, there's no average to compare against, so fix conversion tracking first.
2. Flag keywords at 2x the average or more
Filter to keywords with at least one conversion, sort by Cost / conv., highest first, and mark every keyword at twice your average or above. For example, if your account average CPA is $40, any converting keyword with a CPA of $80 or more makes the list. Keywords with no conversions belong in a different review: see how to find wasted spend.
3. Find out why each one costs more
| What you see | Likely cause | What to try |
|---|---|---|
| Search terms include irrelevant searches | The match type is too loose | Add negative keywords or tighten the match type |
| Quality Score of 4 or lower | Weak ad relevance, expected CTR or landing page experience | Work on the weakest Quality Score component |
| Relevant searches, high cost per click | A competitive auction or a high bid | Lower the bid or set a target CPA, then watch volume |
| Only one or two conversions in the period | Too little data to judge | Extend the date range before you act |
Google's own advice on optimizing your keyword list and evaluating your bids covers the bid and match type side in more detail.
4. Decide: fix, cap or pause
- Fix when the problem is irrelevant searches or a weak ad or landing page. Those changes can bring CPA down without losing the conversions.
- Cap the bid when the searches are right but the auction is expensive. You keep some conversions at a cost you can afford.
- Pause only when the conversions are worth less than they cost and nothing above has helped.
Common mistakes
- Judging a keyword on one or two conversions. One extra conversion can halve its CPA.
- Pausing a high-CPA keyword whose conversions are worth more than average, such as larger orders.
- Comparing against a campaign's average instead of the account's, or the other way round, without meaning to.
- Only reviewing keywords with no conversions and never the ones that convert expensively.
ClearSpend's free audit does steps 1 and 2 for you. Upload your keywords export and it lists every converting keyword at 2x your average CPA or more, alongside wasted spend, low Quality Score keywords and policy risk.