Some ideas to reduce cost per conversion in Google Ads Search campaigns:
Current campaigns strategy:
Pause all Campaigns/Ad Groups/Keywords that have not produced conversions during a year period.
Change Bid Strategy to Maximize Conversions to all campaigns
Change match type to phrase match to all keywords
Improve Optimization Score for each campaign by either applying or dismissing Google Recommendations (automation), depending upon the consultant criteria where improvement is considered and applicable.
Improve Quality Score by adding keywords to Ads headlines and descriptions.
Improve Quality Score by making landing pages loading time 2 seconds or less.
Improve Quality Score by adding keywords to landing pages.
New campaigns strategy:
Add new Ad Groups to relevant existing campaigns, with new relevant keywords from KA, using exact match type. One Ad Group for each company’s main products and services. As many Ad Groups as many main services the company has. Execute one KA for each company’s main products and services.
After few months running these new campaigns, adjust them using above current campaigns strategy.