A device paying much more per conversion than the rest of its campaign

The comparison is made inside the campaign on purpose. A brand conversion costs a fraction of a generic one, so an account-wide comparison finds every device in every generic campaign expensive, and none of it is true.

The narrower question is useful: inside this campaign, is one device paying much more than the others for the same outcome?

The check runs on accounts with conversions and reads each live campaign by device over recent weeks.

Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.

When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.

1. In Google Ads, open a campaign for the last 30 days and segment by Device.
2. Note each device's cost and conversions.
3. For each device with enough conversions to judge, compare its cost per conversion with that of the other devices together.
4. Check the campaign's bid strategy: most Smart Bidding strategies ignore device adjustments except minus 100%.

On manual bidding, lower the device's bid adjustment by a modest step, then read the result the following month.

On Smart Bidding, look at the cause instead: a page that works badly on that device, or ads that do not suit it. Bid adjustments will not change much there.

• Bid adjustment
• Cost per acquisition (CPA)
• Target CPA

The checks next to this one in Location and scheduling, each with its own page.

• A day of the week costing much more than the rest
• Hours of the day that take money and return nothing
• Serving around the clock
• Places taking money and returning nothing
• No language chosen, so every language is chosen
• Local Services and Search running side by side