I'm seeking some advice and insights on optimizing my Google Ads campaigns for B2B lead generation, and I'd greatly appreciate your expertise.

Here's a quick overview of my current situation:

• Current Strategy: We're using Target Cost per Acquisition as our bidding strategy.
• Campaign Types: We have two main campaign types: branded keywords and non-brand keywords. We've recently paused our competitor campaign and plan to launch a remarketing campaign next week. We also paused our Pmax campaign as this was taking a significant % of budget but an incrementality test showed it had very little impact and was just driving up the cost/conv.
• Challenge: We're currently under-pacing this month compared to the same period last year (YoY) by around 70%. This is specifically for MQL's as those are the primary conversion action currently. We did implement a form filter to exclude free email domains and that pushed the cost/conv. up and reduced our lead numbers. However before the form filter we were getting approx. 50% junk leads. I'm also looking at ways to improve our search improve. share with edits to our landing pages, ad copy and reviewing ad extensions as we are losing approx. 60% due to ad rank.
• Desired Outcome: We want to maximize conversions and close the gap YoY for the campaign performance.

Given this context, here are some specific areas where I'm seeking advice:

1. Bid Optimization: What are some effective strategies for optimizing bids to maximize conversions? Last week we increased the Target CPA and added additional budget freed-up from Pmax. However that hasn't had significant increase. Would it be worth running a different bid strategy? We don't currently have conversion values assigned but are looking into introducing this in the next few weeks.
2. Campaigns: We are going to reintroduce our competitor campaign however this won't drive the volume we need and has historically been a bit more of an expensive campaign. We will also be introducing a remarketing display campaign. Any tips for launching and optimizing a remarketing campaign for B2B lead generation?
3. Impression share: Any tips on improving ad rank to improve our search impr. share? As mentioned above, I'll be editing landing pages, pushing the form above the fold, making changes to ad copy to improve relevance and reviewing our ad extensions.

Thanks in advance for your help!