20 fixes found, worth about $2,449 a month

3 ad groups ($2,867, 45% of spend in 30 days) all land on the homepage, sunbeltair.example. Someone searching for one service converts more often on a page about that service, and Google rates the landing page higher, which lowers the cost per click.

$921.50 and 204 clicks with zero conversions, but CTR is 5.5% and the searches match what you sell. Broken call or form tracking is more likely than bad traffic.

In 30 days $643 went to Search partners in "Search – Residential HVAC – Phoenix" and brought 2 conversions, where the same clicks on Google Search would have brought about 8. Turning it off moves that budget to Google Search. Note: "Search – Residential HVAC – Phoenix" (loses 21% of searches to budget) spends its whole budget, so this won't lower the bill: Google spends the freed $524 on searches the campaign was missing, worth about 6 more leads a month at its cost per lead. To bank the money instead, lower its daily budget by about $17 after applying.

Its only live ad group, "Commercial HVAC", spent $486.10 on 112 clicks with zero conversions (6.9× the $70 target). Pausing it would switch the whole campaign off, so that's left for you to decide rather than done as an ad group pause.

This campaign uses Google's default location option, "Presence or interest", which also shows ads to people who are elsewhere but search about your area. In 30 days $368 (6% of its spend) went to people outside the targeted area, for 0 conversions. "Presence" shows ads only to people in, or regularly in, your locations. Note: "Search – Residential HVAC – Phoenix" (loses 21% of searches to budget) spends its whole budget, so this won't lower the bill: Google spends the freed $368 on searches the campaign was missing, worth about 4 more leads a month at its cost per lead. To bank the money instead, lower its daily budget by about $12 after applying.

It spent $292.40 on 91 clicks with no conversions, while the rest of "AC Repair" keeps converting. At their campaign's 4.2% conversion rate they should have converted by now. Pausing keeps the budget for keywords that work, and can be undone. Note: "Search – Residential HVAC – Phoenix" (loses 21% of searches to budget) spends its whole budget, so this won't lower the bill: Google spends the freed $292 on searches the campaign was missing, worth about 4 more leads a month at its cost per lead. To bank the money instead, lower its daily budget by about $10 after applying.

Each of these searches got enough clicks that, at its campaign's own conversion rate, about 3 or more leads were due, and none came ($286.40 in the last 30 days). They use words your keywords don't, so they're likely the wrong service, place or intent. Each is blocked as an exact search only, so your keywords keep running. Note: "Search – Residential HVAC – Phoenix" (loses 21% of searches to budget) spends its whole budget, so this won't lower the bill: Google spends the freed $286 on searches the campaign was missing, worth about 3 more leads a month at its cost per lead. To bank the money instead, lower its daily budget by about $10 after applying.

These search terms spent $278.80 with zero conversions, and the wording shows people who won't buy: job seekers, freebie hunters and DIY researchers. Note: "Search – Residential HVAC – Phoenix" (loses 21% of searches to budget) spends its whole budget, so this won't lower the bill: Google spends the freed $279 on searches the campaign was missing, worth about 3 more leads a month at its cost per lead. To bank the money instead, lower its daily budget by about $9 after applying.

This place is inside your targeted area but spent $265 in 30 days with no conversions. At this account's usual conversion rate, it should have brought about 5 or more by now, so this is unlikely to be bad luck. Note: "Search – Residential HVAC – Phoenix" (loses 21% of searches to budget) spends its whole budget, so this won't lower the bill: Google spends the freed $265 on searches the campaign was missing, worth about 3 more leads a month at its cost per lead. To bank the money instead, lower its daily budget by about $9 after applying.

These words keep showing up in different searches that spent $264.20 without a single conversion. One negative each stops all of them, including future variations. Note: "Search – Residential HVAC – Phoenix" (loses 21% of searches to budget) spends its whole budget, so this won't lower the bill: Google spends the freed $264 on searches the campaign was missing, worth about 3 more leads a month at its cost per lead. To bank the money instead, lower its daily budget by about $9 after applying.

81 clicks and $214.80 with zero conversions, 3.1× the $70 target CPA. CTR is 2.7%. Note: "Search – Residential HVAC – Phoenix" (loses 21% of searches to budget) spends its whole budget, so this won't lower the bill: Google spends the freed $215 on searches the campaign was missing, worth about 3 more leads a month at its cost per lead. To bank the money instead, lower its daily budget by about $7 after applying.

4 keywords with a Quality Score of 5 or less took $1,536 in 30 days. A low score means paying more for each click and showing less often. Google rates landing page experience ($843 of that spend), expected click-through rate ($694 of that spend), ad relevance ($401 of that spend) below other advertisers; each has its own fix.

In "HVAC Installation", none of the live ads' headlines use the words of the keyword that spends most. Ads that repeat the search get more clicks and a better ad relevance rating.

"Search – Commercial – Phoenix" ($486 in 30 days) has no call asset, so people on phones can't call straight from the ad. Sitelinks, callouts and snippets make the ad larger and usually raise the click-through rate at no extra cost per click. Missing: no call asset in "Search – Commercial – Phoenix"; no sitelinks in "Search – Commercial – Phoenix"; no structured snippet in "Search – Residential HVAC – Phoenix"; no structured snippet in "Search – Commercial – Phoenix".

10pm–6am: $264, 99% sure it's not luck. Adjust the ad schedule in each campaign, or lower bids there instead of switching off completely.

This keyword uses broad match in campaigns with manual or "maximize clicks" bidding, so Google shows the ads for loosely related searches and nothing steers bids toward the ones that convert. Together they spent $401 for 0 conversions in 30 days. Phrase match keeps the searches that contain the keyword's meaning and drops the rest.

People found you with these exact searches and became leads (8 conversions in 30 days) at or below your $70 target, but none is a keyword yet. Adding them as exact match lets you control bids and ads for them, so they don't depend on looser matches. These leads already come in, so this protects them rather than adding new ones.

These campaigns use automated bidding, so bids can't be cut directly. Tighten keywords or set a target CPA instead.

CTR is 3.3% against 4.3% for the account. A sharper ad raises CTR, which usually lowers CPC too.

Job seekers, DIY and research searches like "jobs", "job", "careers" almost never become customers. Blocking them now stops the waste before it shows up in your search terms. Left out because your keywords use them: "used ac", "car ac", "auto ac", "portable ac".