Recently, I fixed some poor performing Google App campaigns for a client and it went from $5.80 CPA to $2.63, within 2 weeks. Technically, a 120% budget optimization.
If you are facing a similar challenge with a new client, I want to share these 3 quick tweaks that you can implement in your account, if applicable:
Set a target CPA: There are many people that set their campaign goals using default options and don't even consider that they should be doing research about regular market performance. You should aim to be better than the market average, but before you even do that, you need to start with a goal.
Optimize your budget based on campaign performance: I have seen these multiple times when logging into a new account. Someone created multiple campaigns and let them run for months. In the meantime the best performing campaign is spending the same as the worst performing one. Fix this ASAP.
Update your creatives: Creative fatigue is real, the same way that you get tired of looking at the same video/image after a few times, your audience gets tired of it as well. Always have a new batch of creatives prepared for each month.
I hope this helps out a few fellow marketers :)
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