forProgressive Windows & Doors
Google Ads Report · Last 30 days

The real cost of a new customer.

Over the last 30 days, Google Ads reported 43 conversions at $72 each. Brand search accounts for 9% of them, so the clearest read on new demand is the non-brand line, at about $74 per conversion. The mix is worth seeing: 31 clicks to call and 12 leads.

See the campaign split ↓What's next →
43
Conversions
Google-reported
$3,089
Google spend
Last 30 days
$72
Blended cost / conv.
All campaigns
$74
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. It also blends conversion actions. Hover any conversion count to see the split.
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.

01
$47

Brand search is efficient

4 conversions come from people already searching Progressive Windows & Doors, at about $47 each. Efficient, and it is demand that already knows you.

02
32

Non-brand drives new demand

NZ:PMax | Replacement Windows & Doors | delivered 32 conversions, the biggest source of genuinely new customers this period. Those break down as 31 clicks to call and 1 lead.

03
$74

The number we work down

Strip out brand and acquisition runs about $74 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 43 conv.Shaded band = latest 7 days
Campaign split

Where the budget worked.

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

$2,389
NZ - Search - Non-Brand -
7 conv · $341 CPA
$511
NZ:PMax | Replacement Wind
32 conv · $16 CPA
$189
NZ - Search - Brand - OK
4 conv · $47 CPA
3
Active campaigns
Search + PMax
NZ - Search - Non-Brand - OK 7 conv · $341 CPA
$2,389
NZ:PMax | Replacement Windows 32 conv · $16 CPA
$511
NZ - Search - Brand - OK 4 conv · $47 CPA
$189
CampaignStatusSpendConv.Cost / conv.CTR
NZ - Search - Non-Brand - OKActive$2,3897$3416.7%
NZ:PMax | Replacement Windows & Doors | Active$51132$164.1%
NZ - Search - Brand - OKActive$1894$4734.7%
Total$3,08943$72-
i
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 $74 per conversion. That is the number we bring down together.
Conversion actionWhat it measuresConversionsShare
Click to calla tap on the phone number, before the call connects3172%
Leada completed action1228%
i
Two signals, counted separately. 31 of the 43 conversions are clicks to call, meaning a tap on the phone number, before the call connects. The 12 recorded as leads come in at $257 each against total spend. Both are real interest in the business. Keeping them apart is what lets each number mean one thing, and it is how we know where to push next.
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
$16 on NZ:PMax | Replacement Wi.
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.

  • Report brand separately so the true acquisition number stays clear.
  • 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