For the ad group conversion rate differential, Blindsgalore first ensured that this was not a random variance. They found the performance was indicative of the entire year. They adjusted the bids to increase the converting campaign, and reduce spend on the other campaign, moving away from Google Enhanced ROAs targeting to a manual CPC.
When looking at the non-converting campaign queries, Blindsgalore saw data supporting sub-optimal performance and wasted spend on about half the ad groups and 25% of the total spend for this campaign. Blindsgalore worked with their paid search agency who reallocated spend towards the higher performing ad groups and optimized keywords and bids on the poorly performing groups.