In May 2026, we completed a full restructure of the Montana Raised Doodles Google Ads account. The primary objective was to move from inflated, unreliable conversion data to a clean, trustworthy measurement foundation — and then rebuild the campaign architecture around the highest-intent search signals.
Previous campaign data was contaminated by smart campaign micro-events (first_visit, application_started, form_start) being counted alongside real lead conversions. After cleanup, the true conversion picture emerged: approximately 15-20 cold-traffic conversions on ~$2,600 spend over 7 months, representing a real CPA of $130-175. For a $3-5K product, this floor is workable — but the structure needed to be rebuilt from the ground up to scale it.
With clean conversion tracking now in place, the account is positioned for reliable performance measurement and data-driven optimization. The immediate focus is letting the Maximize Conversions bid strategy accumulate 2-3 weeks of clean conversion data before setting a target CPA.
Expected performance: 2-4 real lead form conversions per month in months 1-2, climbing to 5-8/month as the algorithm optimizes. At a 10-15% close rate on $3-5K average puppy price, the unit economics are sound. The next optimization cycle will focus on search term refinement, ad copy testing, and evaluating when to reintroduce PMax with clean audience signals.