Google Ads Forensic Analysis
Sauna & Steam Guy | Feb 2025 - Feb 2026
Critical: Both campaigns are currently PAUSED
Revenue opportunity cost is ongoing. Consider reactivating campaigns immediately.
Key Findings
2.7x CPA Variance
Between best (ZAR 186) and worst (ZAR 500) ad groups
71% Higher Mobile CPA
Mobile ZAR 411 vs Desktop ZAR 240
Tablets: ZERO Conversions
Recommend immediate device exclusion
ZAR 6,029 Wasted
On zero-converting geographic locations
Estimated Annual Savings from Quick Wins
Through device exclusions, bid adjustments, and budget reallocation
Ad Group CPA Comparison (ZAR)
Ad Group Performance Table
| Ad Group | Campaign | CPA (ZAR) | Conversions | Conv. Rate |
|---|---|---|---|---|
| Steam Room | Gauteng | 186.10 | 27.0 | 3.57% |
| Saunas | Gauteng | 211.57 | 47.0 | 3.01% |
| Infrared | Gauteng | 253.87 | 9.0 | 2.35% |
| Saunas | Cape Town | 307.97 | 72.5 | 2.79% |
| Infrared | Cape Town | 425.75 | 9.0 | 1.85% |
| Steam Rooms | Cape Town | 500.07 | 5.5 | 1.49% |
Conversion Share by Device
CPA by Device (ZAR)
Mobile UX Issue Detected
Mobile CPA is 71% higher than desktop despite generating more conversions. This suggests significant friction in the mobile user experience or checkout process. Landing page optimisation for mobile should be a priority.
Top Converting Locations
Geographic CPA Analysis
| Location | Conversions | Spend (ZAR) | CPA (ZAR) |
|---|---|---|---|
| Cape Town | 76 | 21,666 | 285.08 |
| Johannesburg | 23 | 4,284 | 186.24 |
| Sandton | 20 | 3,166 | 158.28 |
| Hartbeespoort | 8 | 1,303 | 162.82 |
| Randburg | 6 | 1,058 | 176.29 |
| Roodepoort | 4 | 313 | 78.18 |
Wasted Geographic Spend
ZAR 6,029 spent on 15+ locations with zero conversions including George (ZAR 935), Paarl (ZAR 703), Plettenberg Bay (ZAR 691), and Midrand (ZAR 641). Consider excluding these locations.
KPI Health Monitor
Overall CPA
Green: <250 | Yellow: <300
Conversion Rate
Green: >2.5% | Yellow: >2.0%
CTR
Green: >10% | Yellow: >8%
Quality Score
Green: >7 | Yellow: >5
Impression Share
Green: >40% | Yellow: >25%
Red Flag Response Protocol
CPA exceeds ZAR 300
- Review search terms for irrelevant queries
- Check for competitor bid wars
- Reduce bids on underperforming keywords
- Pause worst performing ad groups
Conversion Rate drops below 2%
- Audit landing page performance
- Verify conversion tracking
- Review keyword match types
- Analyse device/location breakdown
30-Day Action Summary
Week 1-2: Quick Wins
- ☐ Un-pause campaigns
- ☐ Exclude tablet devices
- ☐ Apply -25% mobile bid adjustment
- ☐ Reduce Steam Rooms CT budget 50%
Week 3-4: Optimisation
- ☐ Build negative keyword list
- ☐ Exclude zero-converting locations
- ☐ Implement Target CPA bidding
- ☐ Scale Steam Room Gauteng +30%