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How Google Ads Conversion Lag Adjusts Bid Strategies in 2026
Description
Lucas and Luna dig into Google Ads conversion lag — the delay between a click and a conversion that silently wrecks bid strategies. Lucas explains why a 7-day click window can hide up to 30% of true ROAS for long-consideration products like enterprise software or luxury goods. They walk through how to measure lag using the 'Time to Conversion' report in Google Ads, and how to adjust Target CPA and ROAS bidding by setting a longer conversion window (90 days vs 30). Luna shares a case study from a B2B SaaS client whose reported CPA dropped 22% after extending the attribution lookback from 30 to 60 days. They also cover how conversion lag interacts with seasonality and new product launches, and why smart bidding algorithms need enough lag data to avoid underpacing. No jargon, just practical PPC strategy for 2026.