Why Do Google Ads Leads and Cost Per Lead Fluctuate Every Week?

Google Ads and SEO Company 1

Here at Creatively Innovative, we understand the importance of Google Ads for businesses of all sizes. It’s a powerful tool for reaching the right audience and generating valuable leads. However, many of our clients have expressed concerns about fluctuating leads and cost per lead (CPL) from week to week.

This blog post aims to shed light on the factors that contribute to these fluctuations and provide actionable strategies for managing them.

Table of Contents

  1. Understanding Google Ads
  2. Factors Contributing to Fluctuations
  3. Strategies to Manage Fluctuations
  4. Conclusion

Understanding Google Ads

Before diving deeper, let’s briefly explain the basic mechanics of Google Ads. It operates on a bidding system, where advertisers compete for ad placements based on their bids and the quality of their ads. The “quality score” considers factors like ad relevance, landing page experience, and historical performance.

Factors Contributing to Fluctuations

Understanding the factors behind weekly variations in Google Ads performance is crucial for managing your campaigns effectively. Here’s a deeper dive into the key contributors:

  1. Market Competition:
  • Competitive Bidding: Imagine Google Ads as a dynamic auction where advertisers compete for ad placements. When more competitors enter the bidding pool for your target keywords, the cost of winning those placements naturally increases. This can lead to higher cost per lead (CPL) and potentially fewer leads overall.
  • Seasonal Variations: Certain industries experience predictable fluctuations in demand throughout the year. For example:
    • Travel Ads: During holiday seasons like summer and winter breaks, travel-related searches and ad competition surge. This can lead to higher CPLs for travel brands during these periods.
    • Back-to-School Sales: E-commerce businesses often see a spike in ad competition and search volume for relevant keywords during back-to-school season. This can impact CPL and require adjustments to maintain campaign performance.
  1. Search Trends and User Behavior:
  • Weekly Variations in Search Volume: Search volume for specific keywords can fluctuate based on various factors, including:
    • Current Events: A sudden news story related to your industry or target audience can temporarily spike searches for relevant keywords. This can lead to short-term fluctuations in performance.
    • Seasonal Trends: Even outside of major holidays, seasonal changes can influence search behavior. For instance, searches for “gardening supplies” might increase significantly in spring, while searches for “winter clothing” might rise in fall.
  • Changing Consumer Patterns: User behavior also evolves over time. New technologies, social media trends, and even the weather can influence how people search and engage with online content.
  1. Ad Performance and Quality Score:
  • Ad Relevance and Quality Score: The relevance of your ads and landing pages plays a crucial role in your quality score. When your ads closely align with user intent and provide a positive user experience, they tend to perform better and generate more leads at lower costs.
  • Regular Adjustments: To maintain optimal performance, it’s crucial to regularly review and adjust your ad copy, landing pages, and keywords based on data insights. This ensures your ads remain relevant and effective in a constantly evolving online landscape.
  1. Budget and Bid Strategy:
  • Daily Budget Limits: Setting a daily budget can affect ad delivery throughout the day. If your budget runs out before the end of the day, your ads might not be shown, potentially impacting lead generation.
  • Automated vs. Manual Bidding: Choosing between automated and manual bidding strategies can also influence performance:
    • Automated Bidding: These strategies use real-time data to automatically adjust bids based on various factors, aiming to optimize performance and maximize ROI.
    • Manual Bidding: This approach requires more hands-on management and involves setting bids manually based on your own analysis and understanding of the market.
  1. Google’s Algorithm and Policy Updates:
  • Periodic Updates: Google’s ad algorithms and policies undergo regular updates. While these updates often aim to improve the platform, they can sometimes lead to temporary fluctuations in performance until campaigns adapt.
  1. External Factors:
  • Economic Fluctuations: Broader economic trends can impact consumer spending and online behavior, indirectly affecting Google Ads performance. For example, during economic downturns, consumers might be more cautious with their spending, leading to decreased click-through rates and conversions.
  • Industry-Specific Trends: Specific industries might experience unique trends and events that influence search behavior and competition within their niche. For instance, a new government regulation in a particular industry could lead to increased search activity and competition for relevant keywords.
  • Unforeseen Events: Global events like natural disasters or political upheavals can have ripple effects on online advertising, causing temporary disruptions. For example, a major news event might temporarily shift user attention and search behavior, impacting ad performance across various industries.

By understanding these factors and implementing proactive strategies, you can navigate the inevitable fluctuations in Google Ads performance and achieve long-term success with your online advertising campaigns.

Strategies to Manage Fluctuations

Now that we’ve identified the key factors, let’s explore strategies for managing these fluctuations:

  1. Continuous Monitoring and Analysis:
  • Regularly review your Google Ads performance data to identify trends and potential areas for improvement.
  • Utilize analytics tools to gain deeper insights into user behavior, keyword performance, and overall campaign effectiveness.
  1. Adapting and Optimizing Campaigns:
  • Adjust Bids and Budgets: Based on your data analysis, strategically adjust bids and budgets to maximize return on investment (ROI) and ensure consistent ad delivery.
  • A/B Testing: Conduct A/B testing of different ad variations to identify the most effective messaging and creatives.
  • Refine Targeting: Continuously refine your target audience and keyword selection to reach the most relevant users and minimize wasted ad spend.
  1. Staying Informed:
  • Keep up-to-date with Google Ads updates and industry trends to anticipate potential changes and adapt your strategies accordingly.
  • Learn from competitor actions and industry best practices to gain valuable insights and improve your own campaigns.
  1. Leveraging Professional Help:

Consider hiring a Google Ads expert or agency for specialized knowledge and campaign management. Their expertise can help stabilize performance, optimize campaigns for long-term success, and free up your time to focus on other core business areas.


While fluctuations in Google Ads performance are inevitable, understanding the contributing factors and implementing the strategies outlined above can help you manage them effectively.

Remember, the key is to be proactive, adaptable, and continuously analyze your data to optimize your campaigns. By staying informed and making data-driven decisions, you can achieve long-term success with Google Ads and consistently generate valuable leads for your business.

Here at Creatively Innovative, we’re passionate about helping businesses navigate the ever-evolving world of online advertising. If you’re struggling with Google Ads fluctuations or need expert guidance, we’re here to help. Contact us today to discuss your specific needs and develop a winning strategy.

If you want to learn more about how to target the right audience in Google Ads, you should read our other blog here: Local Google Ads: How To Target Your Community And Drive Sales

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