forProgressive Windows & Doors
Google Ads Report · Last 30 days

The real cost of a new customer.

Over the last 30 days, Google Ads reported 225 conversions at $13 each. Brand search accounts for 4% of them, so the clearest read on new demand is the non-brand line, at about $12 per conversion. The mix is worth seeing: 184 phone taps on the site, 30 calls from new callers and 5 website forms. Of those, 41 are calls or form fills at $73 each against total spend.

See the campaign split ↓What's next →
225
Conversions
Google-reported
$2,991
Google spend
Last 30 days
$13
Blended cost / conv.
All campaigns
$12
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
$38

Brand search is efficient

10 conversions come from people already searching Progressive Windows & Doors, at about $38 each. Efficient, and it is demand that already knows you.

02
206

Non-brand drives new demand

NZ:PMax | Replacement Windows & Doors… delivered 206 conversions, our biggest source of new demand this period at $5 per conversion, mostly phone taps on the site. Those break down as 179 phone taps on the site, 23 calls from new callers and 4 calls from returning callers.

03
$12

The number we work down

Strip out brand and acquisition runs about $12 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 225 conv.Shaded band = latest 7 daysLast 3 days still filling in
Period over period

Against the prior 30 days.

The same length of time immediately before this one (Jun 8 to Jul 7).

MetricPrior periodThis periodChange
Google spend$3,303$2,991-9%
Conversions32225+603%
Non-brand conversions27215+696%
Non-brand cost / conv.$117$12-90%

How each action moved

Conversion actionPrior periodThis periodChangeMeasured on
Phone tap on the site34200+488%every time it happened
Website form155-67%counted as conversions
Call from the ad42small baseevery time it happened
i
How to read it. Two measurement upgrades landed between these two periods: connected phone calls now import into Google Ads, and phone taps on the site began recording in full at the end of June. So the volume lines above compare a fully measured window against a partly measured one, and the jump reads larger than the underlying change. What is directly comparable is the traffic we bought: 526 clicks to 1,262 on 9% less spend, with the average cost per click down from $6.28 to $2.37. From the next report on, both windows are measured the same way. One note on the breakdown: phone taps on the site and calls from the ad are compared on every time they happened, because Google changed how many of them it counted between the two periods. That keeps the change a real one.
Campaign split

Where the budget worked.

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

$1,515
NZ - Search - Non-Brand…
9 conv · $168 CPA
$1,096
NZ:PMax | Replacement…
206 conv · $5 CPA
$380
NZ - Search - Brand - OK
10 conv · $38 CPA
3
Active campaigns
Search + PMax
NZ - Search - Non-Brand - OK 9 conv · $168 CPA
$1,515
NZ:PMax | Replacement Windows… 206 conv · $5 CPA
$1,096
NZ - Search - Brand - OK 10 conv · $38 CPA
$380
CampaignStatusSpendConv.Cost / conv.CTR
NZ - Search - Non-Brand - OKActive$1,5159$1686.9%
NZ:PMax | Replacement Windows & Doors | OKActive$1,096206$59.4%
NZ - Search - Brand - OKActive$38010$3843.4%
Total$2,991225$13-
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 $12 per conversion. That is the number we bring down together.
Conversion actionWhat it measuresCountedTimes recorded
Phone tap on the sitea tap on the phone number on the website, before the call connects. Recorded every time it happened.184200
Call from a new callera phone call from someone who had not called the business before. Recorded every time it happened.3036
Website forma form completed on the website55
Call from a returning callera phone call from someone who had called before. Recorded every time it happened.45
Call from the ada call placed straight from the ad22
Total225248
i
Two signals, counted separately. 184 of the 225 conversions are phone taps on the site, meaning a tap on the phone number on the website, before the call connects. The 41 recorded as calls from new callers, website forms, calls from returning callers and calls from the ad come in at $73 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
Tuesday
Busiest day
51 conversions
9am to 12pm
Busiest window
79 conversions
100%
Of calls land 6am to 6pm
2 calls from ads

By time of day

12am to 6am 9 phone taps on the site
9
6am to 9am 31 phone taps on the site, 8 calls from new callers, 3 calls from returning callers and 2 website forms
44
9am to 12pm 64 phone taps on the site, 13 calls from new callers and 1 call from a returning caller
79
12pm to 3pm 48 phone taps on the site, 6 calls from new callers, 1 website forms and 1 call from the ad
56
3pm to 6pm 20 phone taps on the site, 2 calls from new callers and 1 call from the ad
23
6pm to 9pm 10 phone taps on the site, 1 call from a new caller and 1 website form
12
9pm to 12am 1 phone tap on the site
1

By day of the week

Monday
34
Tuesday
51
Wednesday
32
Thursday
42
Friday
16
Saturday
21
Sunday
29

By device

DeviceClicksConv.ShareConv. rate
Mobile1,22322399%18.2%
Desktop2421%8.3%
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
$5 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