Why Smart Bidding Is Killing Your Google Ads Conversion Volume
Most advertisers treat Target CPA and Target ROAS as performance goals. They are actually constraints that tell Google where to stop spending. Set them too tight, too early, or without enough data, and your campaigns enter a signal quality death spiral: less volume, worse predictions, even less volume. This article breaks down how tCPA and tROAS become ceilings instead of floors, why the learning phase amplifies the damage, and the bidding progression that scales without self-destructing.