January

The United States has around four million retail businesses as of 2024. If you’re reading this right now, chances are you’re a decision-maker at a retail brand. If that’s the case, it’s also likely you’re running or have run a Google Ads campaign. If all of that is true, there’s a good chance you’ve seen your cost per acquisition (CPA) rise over the past year, as it has in 91% of industries. Saturation, inflation, and a few other “ations” are the culprits behind this loss in efficiency—but there’s hope.