Recently, during our monthly reporting process, we noted that one client’s campaign experienced a drop in Google Ad conversions compared to the previous period and year-over-year (YoY). The drop in conversions was fairly substantial, with the month-over-month (MoM) drop being over 30% and the YoY drop being over 20%. 

While this seemed slightly alarming at first, we quickly recalled that many ads in various campaigns were adjusted throughout the month of October to a different style. That is, certain ads were shifting from Expanded Text Ads to Responsive Search Ads, which signified a major revamp from Google. The adjusted ads require going through a review process in order for Google to ensure they are fit to be live and published in the search result feed, which led to a shift in the overall conversions; Fewer ads were running compared to those in the previous period. 

This is a common occurrence with any larger scale adjustment in an ad campaign on Google Ads, and we rest assured our client that performance would not be affected moving forward. To ensure this was the case, we actively monitored their performance in the following month once the ads were live to ensure conversions were stable.