u/Friendly_Log6649

Genuine question for people running accounts, in house or agency.

Clients almost always come in asking about CPA or CPC. But the accounts I've seen grow the most were judged on profit or ROAS tied to real revenue, sometimes lead cost.

At the same time, a lot of businesses can't track revenue back to ads easily (calls, offline sales, long sales cycles), so CPA ends up being the only number they trust.

What do you optimize for, and how do you handle clients who can't track revenue? Do you use offline conversion imports, lead scoring, something else?

Has anyone experienced an ad account paused but verification has been successful and completed. I even got an email that it was successful and I’m genuinely confused on what to do next?

I reached out to Google support they answered once with the generic just verify your account then after I told them it already is verified no answer?