Executive Summary
This report breaks down the V2 account performance by age range to support the team's strategy of targeting ages 50-65+ only. The data overwhelmingly validates this approach — ages 55-64 and 65+ account for 97.8% of all spend and 96.4% of all conversions across the Search campaigns.
Key Finding: Ages 18-44 have generated $0.00 in spend in the V2 account since January 2026. Google's algorithm is already naturally gravitating toward 55+ audiences. Formally excluding under-50 ages would lock this in and prevent any future drift.
V2 Account — Age Range Breakdown (Search Campaigns)
Combined data across all Search ad groups: Main Ad group, Non Performing Keywords, Spanish Ad group 1
| Age Range |
Spend |
Clicks |
Impressions |
Conversions |
CPA |
CTR |
% of Spend |
| 55-64 |
$11,659.24 |
2,831 |
28,102 |
289.6 |
$40.26 |
10.1% |
60.3% |
| 65+ |
$7,087.65 |
2,207 |
21,573 |
174.5 |
$40.62 |
10.2% |
36.7% |
| 45-54 |
$414.03 |
130 |
1,343 |
21.0 |
$19.72 |
9.7% |
2.1% |
| Undetermined |
$168.33 |
40 |
428 |
3.0 |
$56.11 |
9.3% |
0.9% |
| 35-44 |
$0.00 |
0 |
0 |
0 |
— |
— |
0.0% |
| 25-34 |
$0.00 |
0 |
0 |
0 |
— |
— |
0.0% |
| 18-24 |
$0.00 |
0 |
0 |
0 |
— |
— |
0.0% |
| TOTAL |
$19,329.25 |
5,208 |
51,446 |
488.1 |
$39.60 |
10.1% |
100% |
Visual: Spend Distribution by Age
V2 — Conversion Efficiency by Age
Best CPA
$19.72
Ages 45-54
55-64 CPA
$40.26
289.6 conversions
65+ CPA
$40.62
174.5 conversions
50-65+ Share
97%
of total spend
Interesting note: Ages 45-54 have the lowest CPA at $19.72 (21 conversions from $414 spend), meaning they convert very efficiently when they do see ads. Consider including 45-54 in the targeting alongside 55-65+ for a "50-65+" strategy rather than strict 55+.
Primary Account (213-209-6417) — Age Comparison
For reference, here is the primary account's age breakdown from the same period.
| Age Range |
Spend |
Clicks |
Conversions |
CPA |
% of Spend |
| 45-54 |
$305.31 |
171 |
18 |
$16.96 |
16.5% |
| 55-64 |
$244.63 |
132 |
23 |
$10.64 |
13.2% |
| 65+ |
$486.31 |
1,021 |
43 |
$11.31 |
26.2% |
| Undetermined |
$365.91 |
243 |
15 |
$24.39 |
19.7% |
| 35-44 |
$177.75 |
98 |
13 |
$13.67 |
9.6% |
| 25-34 |
$117.11 |
61 |
3 |
$39.04 |
6.3% |
| 18-24 |
$158.68 |
77 |
0 |
— |
8.6% |
| TOTAL |
$1,855.70 |
1,803 |
115 |
$16.14 |
100% |
Primary Account Insight: Unlike V2 (where under-45 has zero spend), the primary account IS spending on 18-34: $275.79 on ages 18-34 with only 3 conversions ($91.93 CPA). This waste should be stopped. Ages 18-24 spent $158.68 with ZERO conversions.
Recommendation: Target Ages 50-65+ Only
Based on this data analysis, here is the recommended implementation plan:
- V2 Account: Already naturally optimized to 55-65+. Add formal age exclusions for 18-24, 25-34, and 35-44 to prevent future drift. Consider keeping 45-54 included given their excellent $19.72 CPA.
- Primary Account: Needs immediate age exclusions. Exclude 18-24 (zero conversions, $158.68 wasted) and 25-34 ($39.04 CPA vs $10-17 CPA for older ages). This would save an estimated $275/month in wasted spend.
- PMax Campaigns: Cannot set age exclusions on PMax. Monitor audience signals and adjust as possible.
- Display/Remarketing: Already limited by health-in-personalized-ads restrictions. Keep age targeting to match Search.
Estimated monthly savings from excluding under-45: $275+ on primary account. V2 is already self-selecting, but formal exclusions prevent algorithm drift.