Paid Media Report · Custom Shade & Shutter

Conversions

Google-reported

$5,822

Google spend

Last 30 days

$265

Blended cost / conv.

All campaigns

$298

Non-brand cost / conv.

The real acquisition number

Conversions as reported in Google Ads. The blended figure mixes brand and non-brand; the non-brand line isolates new demand.

The story

Three numbers that tell it.

The headline cost per conversion is a strong start. Here is where the new customers are coming from, so we know exactly which lever to pull next.

$51

Brand search is efficient

3 conversions come from people already searching Custom Shade & Shutter, at about $51 each. Efficient, and it is demand that already knows you.

Non-brand drives new demand

NZ:PMax | Exterior - Motorized Shades… delivered 14 conversions, the biggest source of genuinely new customers this period, and the cheapest at $206 each.

$298

The number we work down

Strip out brand and acquisition runs about $298 per conversion. That is the figure we optimize against.

Google Ads

Conversions over the window.

Daily conversions against daily spend across the window.

Conversions & spend per day

Conversions Daily spend

Window total 22 conv.Shaded band = the current period, the bars before it are the previous oneLast 3 days still filling in

The latest week

Last 7 days vs the prior 7	Oct 18 to Oct 24	Oct 25 to Oct 31	Change
Spend	$1,480	$1,526	+3%
Conversions	4	7	small base
Cost / conversion	$370	$218	small base

The full window above stays the main read. This is the latest week on its own, so a turn shows before the average catches it. The newest days are still filling in: conversions are credited to the day of the click and some report a few days late, so this week usually rises a little.

Period over period

Against the prior 30 days.

The same length of time immediately before this one (Sep 2 to Oct 1), so the two are comparable.

Metric	Prior period	This period	Change
Google spend	$5,876	$5,822	no change
Conversions	31	22	-29%
Non-brand conversions	27	19	-30%
Non-brand cost / conv.	$205	$298	+46%

How each action moved

Conversion action	Prior period	This period	Change	Measured on
Website form	31	22	-29%	counted as conversions

How to read it. Non-brand acquisition sits at $298 per conversion. That is the line we are working on, and the comparison above is how we will keep score.

Campaign split

Where the budget worked.

Spend and conversions by campaign. Brand search is separated so the true acquisition cost stays visible.

$2,882

NZ:PMax | Exterior…

14 conv · $206 CPA

$2,528

NZ | Search | Non-Brand…

4 conv · $632 CPA

$257

NZ:PMax | Exterior…

1 conv · $257 CPA

Active campaigns

Search + PMax

NZ:PMax | Exterior… 14 conv · $206 CPA

$2,882

NZ | Search | Non-Brand | DFW 4 conv · $632 CPA

$2,528

NZ:PMax | Exterior - Aluminum… 1 conv · $257 CPA

$257

NZ | Search | Brand 3 conv · $51 CPA

$154

Campaign	Status	Spend	Conv.	Cost / conv.	CTR
NZ:PMax \| Exterior - Motorized Shades \| DFW	Active	$2,882	14	$206	1.8%
NZ \| Search \| Non-Brand \| DFW	Active	$2,528	4	$632	7.8%
NZ:PMax \| Exterior - Aluminum Patio…	Active	$257	1	$257	1.9%
NZ \| Search \| Brand	Active	$154	3	$51	18.3%
Total		$5,822	22	$265	-

How to read the cost per conversion: brand search converts efficiently because those people already know you, so new-customer efficiency reads cleanest on the non-brand line, at about $298 per conversion. That is the number we bring down together.

Non-brand search

What a new customer sees.

The best-performing non-brand Search ad and the queries people actually typed. This is what a new customer sees on Google before they ever reach out.

Aluminum Patio Shutters | Custom Patio Shutters | Built To Last, Any Weather

Custom aluminum patio shutters built to withstand any weather. Installed across DFW.

828Impressions

9.2%CTR

2Conversions

$268Cost / conv.

What people searched

Search term	Conv.	Cost / conv.
aluminum shutters exterior	1	$18

Non-brand Search is still ramping this window (2 converting queries), so the conversion volume is coming through the other campaigns. All of these are non-brand demand: people describing the need, not searching the business by name.

How they reach you

Device, day and hour.

Who is arriving, when they arrive and how they choose to contact you. This is the part your team can act on without touching the account.

73%

On mobile

Share of conversions

Tuesday

Busiest day

5 conversions

12pm to 3pm

Busiest window

6 conversions

By time of day

12am to 6am 2 website forms

6am to 9am 3 website forms

9am to 12pm 4 website forms

12pm to 3pm 6 website forms

6pm to 9pm 4 website forms

9pm to 12am 3 website forms

By day of the week

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

By device

Device	Clicks	Conv.	Share	Conv. rate
Mobile	1,248	16	73%	1.3%
Desktop	167	6	27%	3.6%

What's next

Where we take it from here.

Each move ties back to what this window proved.

Primary move

Push non-brand acquisition, keep brand efficient.

Non-brand search and Performance Max are where new customers come from and where cost has room to fall. We feed them better signals while brand stays cheap.

What we do: Tighten non-brand keywords + PMax signals.
Evidence: $206 on NZ:PMax | Exterior….
Risk: Volume can dip while signals retrain; we scale in steps.
We need: Your read on lead quality by campaign.

Operating plan

The next window.

Expand non-brand keywords around the searches already converting.
Feed PMax better signals to lower the cost per conversion.
Review lead quality together so we optimize toward closed deals.

The next chapter

Now we run it.

We keep brand cheap, push non-brand acquisition, and bring the true cost down each period. Tell us how the leads land and we steer toward the deals you want to close.

Talk through the plan