Why Your Google Ads Performance Dropped in the Last 60 Days, Even If Nothing Changed
If you’re managing a Google Ads budget north of $1 million/month, and your performance suddenly dipped between June and August 2025, you’re not alone.
We’ve seen this across dozens of enterprise and DTC accounts:
- Clicks are stable
- CPCs haven’t changed much
- But ROAS is down
- Conversion rate has dropped
- CAC is climbing
And the usual tweaks aren’t fixing it.
This isn’t a creative issue. It’s structural. And here’s what’s happening beneath the surface.
1. Post-GML 2025: AI Now Thinks Like a Black Box
Since Google Marketing Live 2025, automation has taken over nearly every layer of account execution. PMAX, Shopping, even broad match Search is being steered by AI models that prioritize internal signals far more than marketers realize.
If you’ve recently launched:
- A new website UX
- Server-side tracking
- GA4 migration
- Feed restructuring
…those changes may have corrupted the signal clarity Google’s AI needs to optimize effectively.
Campaigns are still spending—but they’re no longer learning from real outcomes.
2. PMAX Is Over-Optimizing Toward Low-Intent Inventory
Enterprise PMAX campaigns are increasingly defaulting to:
- Discovery
- YouTube
- Dynamic Search Ads
That’s not inherently bad, but when 80% of your conversion volume used to come from Shopping, this shift kills performance. And if you’re running tROAS bidding, PMAX may be over-prioritizing low-CPC clicks that look efficient but don’t convert.
The system is doing what it was told. The problem is, it’s not being told the full story.
3. Shopping Feed Weaknesses Have a Bigger Impact Now
Title structures, image relevance, custom labels—these aren’t minor details anymore.
In audits, we’ve found:
- CTRs drop by 20–40% after feed changes
- GTIN or product mismatch causes account-level penalties
- Feed disapprovals quietly pause top-performing SKUs
If your Merchant Center isn’t tightly synced with what users see post-click, Google will throttle your exposure—and Smart Bidding won’t warn you.
4. Conversion Rate Declines Despite Stable CPA? Signal Loss.
This is one of the biggest flags we’ve seen lately.
If:
- Your CPCs are flat
- CPA hasn’t exploded
- But conversion rate tanked
Then your campaign is reaching the wrong audience, despite “good” platform data.
This almost always traces back to:
- Incomplete Enhanced Conversion tracking
- Broken GA4 goals
- Delays in offline event syncing
The algorithm thinks it’s winning. But your actual revenue says otherwise.
5. System Doesn’t Understand Business Shifts—Unless You Tell It
Did you:
- Launch a new high-ticket product?
- Change average order value?
- Add a step to the checkout flow?
None of that is understood unless you retrain the system with new goals, event weightings, or audience exclusions.
And if you’re layering automation on top of outdated inputs, your campaigns are optimizing for a version of your business that no longer exists.
How to Fix It (What We’ve Done Across $1M+/Month Accounts)
- Audit the Signals First
- Isolate Branded Terms
- Triage the Feed
- Use Audience Signals Like Strategy Levers
- Drop tROAS for 10–14 Days (if performance is stuck)
Final Thought
Most ROAS declines in Q2-Q3 2025 aren’t due to weak media buying.
They’re due to:
- Disconnected signal architecture
- PMAX overspending on low-quality impressions
- Outdated attribution models
- Internal process changes not reflected in platform goals
The fix isn’t more budget. It’s smarter structure, signal clarity, and active re-alignment. And if your team needs help sorting through that complexity, I’m here to support. Let’s bring clarity back to performance.
Let’s Transform Your PPC Together
If your team is stuck in manual-mode or if you’re scaling and need smarter systems—I can help.
I work with performance-focused brands to integrate automation, AI, and clean workflows into their PPC strategies.
Result? Less busywork. More scale. Better performance.
Want to chat about how AI and automation can level up your PPC operation?
DM me or book a free strategy call. Let’s make your PPC smarter, faster, and a lot more fun.
Head of Sales
3moMuneeb Farman bad signals hide inside blended CPA.
Cloud Evangelist | Infrastructure & Security Leader | Driving Cloud Cost Reduction, Enhancing Cloud Security & Accelerating CI/CD Delivery | Neighbourhood Cat Feeder and Dog Lover 🐕🐈
3moFeeds power Smart Bidding more than new keywords.
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3moPMAX is profit or pain signals pick
Export Sales Executive @ CAGS Group | Rolling Papers • Shisha Tobacco • Cigarette Tubes • RYO/MYO Tobacco | Building Reliable Supply | Driving Growth
3moOverlap plus lazy signals waste high budgets.
Retail Operations | Strategic Retail Leader | 22+ Years Store Performance Transformation: Customer Satisfaction, Sales Growth, Team Productivity Gain, P&L Owner Driving Sales Growth.
3moMuneeb Farman how tight do you build brand exclusions?