Question 1

CPA rises 23% over three weeks. CPC is almost unchanged, click volume is up 6% and conversion rate is down 19%. A new consent implementation went live four days before the decline became visible. What is the strongest next step?

Reduce budget because the higher CPA shows the additional traffic is uneconomic. Tighten targeting because stable CPC suggests poorer traffic quality. Treat conversion rate as the observed driver, validate measurement and segment the decline before changing campaign strategy. Revert the consent implementation because its timing makes it the most likely cause.

Question 2

An account moves from £7,000 spend and 140 conversions to £10,000 spend and 170 conversions. Average CPA rises from £50 to £58.82. What is the most useful interpretation?

The account should return to £7,000 because average CPA deteriorated by nearly £9. The extra £3,000 produced 30 additional conversions at £100 marginal CPA, so the decision depends on whether £100 is commercially acceptable. The account is still scaling efficiently because average CPA remains below £60. The marginal CPA is £58.82 because that is the latest account-level acquisition cost.

Question 3

A specialist B2B campaign generated 5 conversions last month and 2 this month. Spend is similar. Search terms appear relevant. The two current-month leads are both qualified in the CRM, while only two of last month's five were qualified.

What is the strongest decision?

Reduce budget because platform CPA has more than doubled. Increase budget because the CRM qualification rate is now 100%. Maintain spend because CRM quality automatically overrides Google Ads volume. Treat the result as low-confidence evidence, monitor further and avoid a major change until more data accumulates.

Question 4

A lead-generation campaign is using target CPA. Target CPA is £70 and actual CPA is £66. Lead volume is up 18%, but the CRM shows qualified-lead rate has fallen from 46% to 29%.

What is the strongest diagnosis?

The system may be optimising successfully toward an incomplete conversion signal that does not adequately represent lead quality. The target CPA is too low and should be raised to allow Google to find higher-quality leads. Smart Bidding is unsuitable because automated strategies cannot optimise for lead quality. The campaign is performing correctly because actual CPA is below target.

Question 5

Broad match is introduced on Monday. Over the next two weeks conversion rate falls from 6.2% to 4.8%. Search-term volume expands and several new queries appear. Which statement is best supported?

Broad match caused the conversion-rate decline because performance changed immediately after implementation. The new search terms prove Smart Bidding has expanded into lower-intent traffic. Conversion rate declined after broad match was introduced, but the new query mix should be analysed before attributing causation. Broad match should remain unchanged until at least 30 conversions have been recorded.

Question 6

Ecommerce spend rises from £20,000 to £25,000. Revenue rises from £100,000 to £112,000. The business requires at least 3.0 ROAS on additional spend.

What is the strongest interpretation?

Scaling remains attractive because average ROAS is still 4.48. The latest increment produced 2.4 marginal ROAS, so the extra spend appears unattractive against the 3.0 requirement. The account should continue scaling because total revenue increased by £12,000. The account should reduce spend until average ROAS returns to exactly 5.0.

Question 7 Select all that apply

A campaign's CPA deteriorates shortly after a major account change. Which evidence should you examine before concluding that the change caused the deterioration?

Whether the deterioration is concentrated in particular campaigns, devices, queries, locations or landing pages. Whether Google's optimisation score increased or decreased after the change. Whether conversion tracking, consent configuration or conversion definitions changed during the same period. Whether demand, pricing, stock, seasonality or website performance changed at the same time.

Question 8

An account historically acquires customers at £48 average CPA. After scaling, average CPA rises to £55 and marginal CPA on the additional conversions is £76. Finance confirms the business can profitably acquire incremental customers at up to £90.

What is the strongest conclusion?

Scaling should stop because any deterioration from the historic £48 CPA represents lost efficiency. Scaling should continue until marginal CPA reaches the new average CPA of £55. Target CPA should be set to £90 because that is the maximum profitable acquisition cost. The additional volume appears economically viable because marginal CPA remains below the business threshold, although further scaling should continue to be evaluated marginally.

Question 9

You suspect a new landing page is reducing conversion rate, but traffic volume is modest and the evidence is not yet decisive. The page is business-critical and reverting it across all traffic would affect several channels. What is the strongest PPC response?

Revert the landing page immediately because preserving conversion rate is more important than waiting for certainty. Use a controlled, limited comparison where possible and gather more evidence before making the broader decision. Leave the page unchanged because PPC data cannot establish landing-page causation. Increase budget so the account reaches a decisive sample more quickly.

Question 10 Select all that apply

Which conditions support giving Google Ads automation greater freedom?

The optimisation objective closely represents the business outcome the company actually values. Conversion signals are sufficiently frequent, accurate and commercially meaningful. The campaign is spending enough that manual optimisation would be time-consuming. Appropriate commercial guardrails and review processes are in place.

Thinking Like an Advanced PPC Practitioner — Module Quiz

Can you think like an advanced PPC practitioner?

CPA rises 23% over three weeks. CPC is almost unchanged, click volume is up 6% and conversion rate is down 19%. A new consent implementation went live four days before the decline became visible. What is the strongest next step?

An account moves from £7,000 spend and 140 conversions to £10,000 spend and 170 conversions. Average CPA rises from £50 to £58.82. What is the most useful interpretation?

What is the strongest decision?

What is the strongest diagnosis?

Broad match is introduced on Monday. Over the next two weeks conversion rate falls from 6.2% to 4.8%. Search-term volume expands and several new queries appear. Which statement is best supported?

What is the strongest interpretation?

A campaign's CPA deteriorates shortly after a major account change. Which evidence should you examine before concluding that the change caused the deterioration?

What is the strongest conclusion?

You suspect a new landing page is reducing conversion rate, but traffic volume is modest and the evidence is not yet decisive. The page is business-critical and reverting it across all traffic would affect several channels. What is the strongest PPC response?

Which conditions support giving Google Ads automation greater freedom?

The judgement skills you should now be using.

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