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To understand why campaigns have stopped performing, we’d need to know precisely when the conversions stopped and whether any campaign changes precipitated that drop.
Questions for you or your campaign manager:
* Were there any changes to bids, budgets, targeting, ad copy, landing pages, extensions or anything that could’ve caused a shift?
* What about externals such as competitor aggression, auction insights, CPC volatility, or any SERP changes that might’ve pushed their ads down?
* What specific is the data is telling them in terms of directionality. What’s happening to impressions, CTR, conversion rate, or cost per conversion? Breaking it down by device, network, location, and audience segments usually reveals a hidden culprit.
* What do you see search terms report? Has Google started matching lower-intent queries or is new irrelevant traffic slipping through?
On the site side, run through landing page speed, form functionality, and any CRO issues. Sometimes we’ve found conversions tank just because a form broke. If leads dropped but everything else looks stable, compare CRM quality to make sure it isn’t just a shift in lead value rather than volume.
Finally, do a time-comparison window (7-day, 14-day, MoM) to confirm whether it’s a real trend or just normal fluctuation, then test fixes in small batches: tightening match types, adjusting negatives, refreshing creatives, reallocating budget to stronger campaigns, etc.
