forProgressive Windows & Doors
Google Ads Report · Last 30 days

The real cost of a new customer.

Over the last 30 days, Google Ads reported 93 conversions at $31 each. Brand search accounts for 3% of them, so the clearest read on new demand is the non-brand line, at about $29 per conversion. The mix is worth seeing: 80 phone taps on the site, 6 first time phone calls and 4 website forms.

See the campaign split ↓What's next →
93
Conversions
Google-reported
$2,873
Google spend
Last 30 days
$31
Blended cost / conv.
All campaigns
$29
Non-brand cost / conv.
Mostly phone taps · 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
$101

Brand search is efficient

3 conversions come from people already searching Progressive Windows & Doors, at about $101 each. Efficient, and it is demand that already knows you.

02
89

Non-brand drives new demand

Performance Max 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
$29

The number we work down

Strip out brand and acquisition runs about $29 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 93 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%
Conversions1593+520%
Non-brand conversions1190+718%
Non-brand cost / conv.$234$29-88%
i
How to read it. Non-brand volume grew +718% and the acquisition cost held at $29. 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
Search - Non-Brand
1 conv · $1,810 CPA
$759
Performance Max
89 conv · $9 CPA
$304
NZ - Search - Brand - OK
3 conv · $101 CPA
3
Active campaigns
Search + PMax
NZ - Search - Non-Brand - OK 1 conv · $1,810 CPA
$1,810
Performance Max 89 conv · $9 CPA
$759
NZ - Search - Brand - OK 3 conv · $101 CPA
$304
CampaignStatusSpendConv.Cost / conv.CTR
NZ - Search - Non-Brand - OKActive$1,8101$1,8106.9%
NZ:PMax | Replacement Windows & DoorsActive$75989$96.3%
NZ - Search - Brand - OKActive$3043$10139.5%
Total$2,87393$31-
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 $29 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 connects8086%
First Time Phone Calla completed action66%
Website forma form completed on the website44%
Repeat Phone Calla completed action33%
i
Two signals, counted separately. 80 of the 93 conversions are phone taps on the site, meaning a tap on the phone number on the website, before the call connects. The 13 recorded as first time phone calls, website forms and repeat phone calls come in at $221 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
24 conversions
6am to 9am
Busiest window
27 conversions

By time of day

12am to 6am 4 clicks to call
4
6am to 9am 21 clicks to call, 4 first time phone calls and 2 repeat phone calls
27
9am to 12pm 24 clicks to call, 1 first time phone call and 1 repeat phone call
26
12pm to 3pm 20 clicks to call, 1 lead and 1 first time phone call
22
3pm to 6pm 8 clicks to call and 1 lead
10
6pm to 9pm 2 clicks to call and 1 lead
3
9pm to 12am 1 click to call and 1 lead
2

By day of the week

Monday
9
Tuesday
8
Wednesday
20
Thursday
24
Friday
15
Saturday
6
Sunday
11

By device

DeviceClicksConv.ShareConv. rate
Mobile8049299%11.4%
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 per conversion on Performance Max.
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