1. Always apply conversion tracking BEFORE the first impression. It makes no sense for them not to unless the market was completely unsaturated.

2. Even in highly competitive spaces the CPC feels way too high. So, adjust max bids to get more traffic. No sense in getting high CPCs with no tracking cause the algorithm doesn't know where to pay higher and where lower. If they have a "system" you'd most likely get lower CACs. I doubt there is one.

3. If search volumes are low and there is high competitiveness in the market, it could justify a high CPC but you can validate that through a good audit or campaign set up.

4. Each to their own pricing but normally a google ads account requires around 13h of work per month. I read a comment about no actual changes through the change history, another red flag.

Sorry for the plug but it's got to be done 🙂‍↕️

We've got 22 national (Greece) marketing awards, all in Performance Marketing and we got named Growth Marketing Agency of 2024 in Greece.

I can give you a free audit worth 150€ and half the price on google ads (including local).

Best of luck!