forProgressive Windows & Doors
Google Ads Report · Last 30 days

The real cost of a new customer.

Over the last 30 days, Google Ads reported 126 conversions at $23 each. Brand search accounts for 19% of them, so the clearest read on new demand is the non-brand line, at about $25 per conversion. The mix is worth seeing: 105 phone taps on the site, 12 first time phone calls and 4 website forms.

See the campaign split ↓What's next →
126
Conversions
Google-reported
$2,873
Google spend
Last 30 days
$23
Blended cost / conv.
All campaigns
$25
Non-brand cost / conv.
Mostly phone taps on the site · see the split
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
$13

Brand search is efficient

23 conversions come from people already searching Progressive Windows & Doors, at about $13 each. Efficient, and it is demand that already knows you.

02
89

Non-brand drives new demand

NZ:PMax | Replacement Windows & Doors… delivered 89 conversions, the biggest source of genuinely new customers this period. Those break down as 80 clicks to call, 6 first time phone calls and 3 repeat phone calls.

03
$25

The number we work down

Strip out brand and acquisition runs about $25 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 126 conv.Shaded band = latest 7 days
Period over period

Against the prior 30 days.

The same length of time immediately before this one (May 25 to Jun 23), so the two are comparable.

MetricPrior periodThis periodChange
Google spend$2,720$2,873+6%
Conversions31126+306%
Non-brand conversions11102+826%
Non-brand cost / conv.$234$25-89%
i
How to read it. Non-brand volume grew +826% and the acquisition cost held at $25. More new customers at the same unit cost is the outcome we want from a budget increase.
Campaign split

Where the budget worked.

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

$1,810
NZ - Search - Non-Brand…
13 conv · $139 CPA
$759
NZ:PMax | Replacement…
89 conv · $9 CPA
$304
NZ - Search - Brand - OK
24 conv · $13 CPA
3
Active campaigns
Search + PMax
NZ - Search - Non-Brand - OK 13 conv · $139 CPA
$1,810
NZ:PMax | Replacement Windows… 89 conv · $9 CPA
$759
NZ - Search - Brand - OK 24 conv · $13 CPA
$304
CampaignStatusSpendConv.Cost / conv.CTR
NZ - Search - Non-Brand - OKActive$1,81013$1396.9%
NZ:PMax | Replacement Windows & Doors | OKActive$75989$96.3%
NZ - Search - Brand - OKActive$30424$1339.5%
Total$2,873126$23-
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 $25 per conversion. That is the number we bring down together.
Conversion actionWhat it measuresConversionsShare
Phone tap on the sitea tap on the phone number on the website, before the call connects10583%
First Time Phone Calla completed action1210%
Website forma form completed on the website43%
Repeat Phone Calla completed action43%
Call from the ada call placed straight from the ad11%
i
Two signals, counted separately. 105 of the 126 conversions are phone taps on the site, meaning a tap on the phone number on the website, before the call connects. The 21 recorded as first time phone calls, website forms, repeat phone calls and calls from the ad come in at $137 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.
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.

99%
On mobile
Share of conversions
Thursday
Busiest day
30 conversions
9am to 12pm
Busiest window
36 conversions
100%
Of calls land 6am to 6pm
1 calls from ads

By time of day

12am to 6am 4 clicks to call
4
6am to 9am 26 clicks to call, 4 first time phone calls and 2 repeat phone calls
32
9am to 12pm 31 clicks to call, 4 first time phone calls and 1 repeat phone call
36
12pm to 3pm 26 clicks to call, 2 first time phone calls and 1 lead
30
3pm to 6pm 12 clicks to call, 2 first time phone calls, 1 lead and 1 repeat phone call
16
6pm to 9pm 3 clicks to call and 1 lead
4
9pm to 12am 2 clicks to call and 1 lead
3

By day of the week

Monday
17
Tuesday
16
Wednesday
27
Thursday
30
Friday
17
Saturday
7
Sunday
11

By device

DeviceClicksConv.ShareConv. rate
Mobile80412599%15.5%
Desktop4411%2.3%
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
$9 on NZ:PMax | Replacement….
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