Blended CPA down 58% year over year.
We switched optimization back to bookings, moved budget from Performance Max to non-brand search and Maps, and scaled CTV prospecting. Blended CPA fell to $71 from $173 the year before, conversion rate rose to 3.88% from 0.30%, and the clinic hit a record 263 conversions in a month. CTV delivered a $30 CPA at a 13% conversion rate, the best channel in the account, while brand search impressions rose 150% year over year and brand CPA halved. Maps delivered a $44 CPA.