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Paid Media Report · Last 30 days

Leads now cost $132, down 26%.

From Sep 26 to Oct 25, 2026, Google and Meta ads produced 40 leads: 35 connected calls from Google and 5 contact forms from Meta. That is 13% fewer than the 46 in the 30 days before, on 36% less spend, so each lead cost $132 instead of $178.

See the breakdown ↓What's next →
40
Leads
down 13% vs prior 30 days
$132
Cost / lead
down 26% vs prior 30 days
$88
Cost / Google call
$119 in the prior 30 days
$5,263
Ad spend
down 36% vs prior 30 days
A lead is either a connected call from a Google ad (answered and at least 60 seconds long, from Google's call log) or a contact form sent by someone who came from a Meta ad, as Meta's pixel records it. Short calls, missed calls and map interactions are left out. The window includes a few days of the previous setup: the old Google campaigns ran until Sep 30 and the old Meta campaigns until Oct 5. Website calls tracked by CallRail are shown under Paid calls and are not in the totals above, because there is nothing to compare them with before October.
The story

The last 30 days in three moves.

We lead with the result, then show which campaigns produced it.

01
$83

Fort Worth calls cost far less

Fort Worth Lead Search produced 13 calls at $83 each, against $135 in the prior 30 days. Its cost per click fell from $21.88 to $13.57.

02
$55

Plano Lead Search is the most efficient

It produced 8 calls at $55 each, the lowest cost per call in the account. Search campaigns overall came in at $79 per call, against $106 for Smart.

03
7

Meta is producing leads

The new Meta campaigns went live on Oct 5 and have brought in 5 contact forms and 2 connected calls. The old Meta campaigns produced 2 forms in the whole prior 30 days.

Google Ads & Meta

Leads over 60 days.

Daily leads from both platforms against daily ad spend. The shaded band is the last 30 days; the bars before it are the prior 30 days.

Leads & spend per day

Leads Daily spend
Window total 40 leadsPrior 30 days 46 leadsHover a day for the Google and Meta split
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How to read this chart. Daily spend dropped and evened out from Oct 1, when we took over Google. The old Meta campaigns ran until Oct 5, and ours started that day. Since Oct 1, Google alone has produced 28 connected calls at $86 each.
Google Ads

Where the Google budget worked.

Spend and connected calls by campaign, with the prior 30 days underneath for comparison.

23
Calls from Search
$79 / call
12
Calls from Smart
$106 / call
$2.21
Average cost per click
$1.94 in the prior 30 days
35
Connected calls
44 in the prior 30 days
Search lead campaigns 23 calls · $79 / call
$1,821
Smart campaigns 12 calls · $106 / call
$1,266
CampaignTypeSpendCallsCost / callCTRCPC
Fort Worth Lead Search
Search$1,08513$834.9%$13.57
Plano Smart
Smart$7057$1011.2%$0.92
Mansfield Smart
Smart$5625$1121.5%$1.58
Plano Lead Search Best cost / call
Search$4428$556.7%$3.63
Mansfield Lead Search
Search$2932$1466.7%$4.01
Total, Sep 26 - Oct 25$3,08735$881.5%$2.21
Prior 30 days, Aug 27 - Sep 25$5,23144$1191.7%$1.94
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Two campaigns need work. Plano Smart was the strongest campaign before takeover at $62 per call, and it has slipped to $101. Mansfield Lead Search has produced only 2 calls, at $146 each. Fort Worth still pays the most per click in the account, but it turns those clicks into calls at about the account average.
Meta · Facebook & Instagram

What Meta brought in.

Our three Meta campaigns went live on Oct 5 and send people to the matching service page on your website. The old campaigns were switched off the same day.

7
Leads from our campaigns
5 forms + 2 connected calls
$178
Cost per lead
Oct 5 - Oct 25
$0.49
Cost per link click
$0.68 in the prior 30 days
$2,176
Meta spend
down 27% vs prior 30 days
CampaignSpendLink clicksCPCFormsCallsCost / lead
Insurance & Storm Damage
$7662,044$0.3741$153
Custom Work & Upgrades
$285801$0.3601$285
Retargeting (site visitors)
$197162$1.2210$197
Our campaigns, Oct 5 - Oct 25$1,2493,007$0.4252$178
Old campaigns, Sep 26 - Oct 5$9271,449$0.640n/an/a
Prior 30 days, Aug 27 - Sep 25$2,9784,379$0.682n/a$1,489
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Insurance & Storm Damage is carrying Meta. It produced 5 of the 7 leads. Custom Work & Upgrades has one long call so far and Retargeting one form. Meta leads cost more than Google calls, which is normal for a channel that reaches people before they start searching. Each person saw the ads 3.2 times on average over the 30 days, so we added new ads on Oct 21 to keep them fresh.
Website

What happened on the site.

Actions recorded on your website from people who arrived on an ad click.

5
Contact forms from Meta visitors
2 in the prior 30 days
0
Contact forms from Google visitors
0 in the prior 30 days
7
Taps on a phone number
Google visitors, 11 in the prior 30 days
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The form works, but Google is not being credited for it. Meta recorded 5 contact forms from its visitors, so the form and its thank-you page are firing. Google has recorded no forms from its visitors in either period, which points to the link between Google Analytics and Google Ads rather than to the ads. We are fixing that link so Google form leads count alongside calls.
Paid calls · source and duration

Every call from the ads.

Calls placed from a Google ad's call button come from Google's call log. Calls from people who clicked an ad, landed on your website and called the number shown come from CallRail.

94
Calls from ads
Sep 26 - Oct 25
41
Lasted a minute or more
41 of 94 calls
4:43
Average length
of the calls that lasted a minute or more
6
Website calls from ads
a minute or more, tracked by CallRail
Where the call came fromCallsA minute or more
Ad call button · Google Search lead campaigns3623
Ad call button · Google Smart campaigns5112
Website, visitor from a Google ad44
Website, visitor from a Meta ad32
All calls from ads9441

How long the calls from ads ran

Under 30 seconds
45
30 to 60 seconds
8
1 to 3 minutes
16
Over 3 minutes
25
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41 of the 94 calls lasted a minute or more. We count a call as a lead once it passes a minute. Most short calls came through the Smart campaigns, where 12 of 51 calls reached a minute, against 23 of 36 for Search. The 4 website calls from Google visitors are real inquiries on top of the Google leads above; the 2 from Meta visitors are already counted in the Meta section.
What's next

Where we take it from here.

Each move ties back to what the last 30 days showed.

Operating plan

The next 30 days.

  • Keep weight on Search Search is bringing in calls at $79 against $106 for Smart, with far fewer short or missed calls, so Plano and Fort Worth Lead Search stay first in line for budget.
  • Get Plano Smart and Mansfield Search back on track by reviewing their search terms and locations, with the focus on insurance and collision repair.
  • Back the Meta campaign that works by giving Insurance & Storm Damage more of the Meta budget and testing new angles for Custom Work & Upgrades.
  • Count Google form leads by fixing the link between Google Analytics and Google Ads, so web inquiries from Google show up next to calls.
  • Send every web lead to your lead sheet with a column showing which ad it came from, as you asked on Oct 16.
The next chapter

Now we build on it.

We push the campaigns that are producing leads, close the tracking gaps, and bring you a fresh read each month. Tell us how these calls and forms are turning into repair jobs.

Talk through the plan