Table of Contents

Average Target CPA (Avg. Target CPA)

What is Average Target CPA?

Average Target CPA (Avg. Target Cost Per Acquisition) is a bidding strategy used in Google Ads that allows advertisers to set a specific cost per acquisition target as their primary goal. It's a way for advertisers to optimize their campaigns for conversions while maintaining a fixed target cost per acquisition.

Key Takeaways

  • Avg. Target CPA is a good strategy for advertisers who want to focus on getting conversions while controlling their costs.
  • It works best when enough historical data is available to make accurate predictions.
  • Setting a realistic target CPA based on your business goals and margins is essential.
  • Advertisers should regularly monitor their campaigns and adjust their target CPA if necessary.

How does it work?

Avg. Target CPA uses historical data to predict the cost per acquisition. Google then sets bids that are automatically adjusted to meet the target. AI learning optimizes bids and provides the most conversions possible within your target CPA.

This is achieved by analyzing a range of signals, such as device, location, time of day, and audience, among others, to determine the best bid for each ad auction.


  • Use relevant and defined keywords that match your target audience and your products or services.
  • Write compelling ad copy that communicates your unique value proposition and encourages shoppers to take action.
  • Optimize your landing pages to provide a seamless user experience and make it easy for shoppers to complete the desired action.
  • Use audience targeting to reach users who are more likely to convert.
  • Test different ad formats like text, image, and video to see what works best for your audience.


Let's say your target CPA is $50, and your campaign generates 100 conversions for a total cost of $5,000.

Your average CPA would be $50, the same as your target CPA.

However, if your campaign generates 120 conversions for a total cost of $6,000, your average CPA would be $50, but you would have exceeded your target CPA by $10 per conversion.


The formula to calculate Average Target CPA is as follows:

Total cost / Total conversions = Avg. Target CPA

For example, if your total cost is $1,000 and you generated 20 conversions, your Avg. Target CPA would be: $1,000 / 20 = $50


Can I use Avg. Target CPA for all my Google Ads campaigns?

Avg. Target CPA may not be suitable for all types of campaigns, especially those with low conversion rates or where the acquisition cost is high. It's best for campaigns focusing on getting conversions at a specific cost per acquisition.

How do I know what target CPA to set for my campaign?

Your target CPA should be based on your business goals, margins, and historical data. Look at your past performance and identify the average cost per acquisition. Set a target CPA that is realistic and aligns with your business objectives.

How long does it take for the algorithm to optimize my bids using Avg. Target CPA?

It may take some time for the algorithm to optimize your bids and provide consistent results. Google Ads recommends allowing at least 15 conversions in the last 30 days for the algorithm to work effectively. After that, however, it may take longer to see significant performance improvements.

Can I adjust my target CPA after my campaign is running?

Yes, you can adjust your target CPA anytime during the campaign. However, changing your target CPA may affect your campaign's performance and the algorithm's ability to optimize bids.

What metrics should I track to evaluate the success of my Avg. Target CPA campaign?

Some key metrics to track include:

  • The cost per acquisition
  • Conversion rate
  • Total conversions

You can also track secondary metrics such as click-through rate and ad position to understand your campaign's overall performance. Regularly monitoring and analyzing your campaign performance is essential to identify improvement areas.

Additional considerations

  • Avg. Target CPA is not suitable for every business or campaign. It's best used when you clearly understand your cost structure and margins.
  • It's important to regularly review your campaign performance and adjust your bids and target CPA accordingly.
  • Remember that it may take time for the algorithm to optimize your bids and provide consistent results.

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