Paid Media Report · Progressive Windows & Doors

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.

$27

Brand search is efficient

12 conversions come from people already searching Progressive Windows & Doors, at about $27 each. Efficient, and it is demand that already knows you.

279

Non-brand drives new demand

NZ:PMax | Replacement Windows & Doors… delivered 279 conversions, our biggest source of new demand this period at $6 per conversion, mostly phone taps on the site. Those break down as 256 phone taps on the site, 20 calls from new callers and 3 calls from returning callers.

$10

The number we work down

Strip out brand and acquisition runs about $10 per conversion. That is the figure we optimize against.

Period over period

Against the prior 30 days.

The same length of time immediately before this one (Jun 15 to Jul 14).

Metric	Prior period	This period	Change
Google spend	$2,779	$3,197	+15%
Conversions	63	301	+378%
Non-brand conversions	59	289	+390%
Non-brand cost / conv.	$43	$10	-77%

How each action moved

Conversion action	Prior period	This period	Change	Measured on
Phone tap on the site	68	271	+299%	every time it happened
Call from a new caller	5	31	small base	every time it happened
Website form	10	6	-40%	counted as conversions
Call from a returning caller	1	4	small base	every time it happened
Call from the ad	3	2	small base	every time it happened

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, calls from new callers, calls from returning callers 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.

$1,566

NZ:PMax | Replacement…

279 conv · $6 CPA

$1,311

NZ - Search - Non-Brand…

10 conv · $131 CPA

$320

NZ - Search - Brand - OK

12 conv · $27 CPA

Active campaigns

Search + PMax

NZ:PMax | Replacement Windows… 279 conv · $6 CPA

$1,566

NZ - Search - Non-Brand - OK 10 conv · $131 CPA

$1,311

NZ - Search - Brand - OK 12 conv · $27 CPA

$320

Campaign	Status	Spend	Conv.	Cost / conv.	CTR
NZ:PMax \| Replacement Windows & Doors \| OK	Active	$1,566	279	$6	4.6%
NZ - Search - Non-Brand - OK	Active	$1,311	10	$131	6.3%
NZ - Search - Brand - OK	Active	$320	12	$27	43.4%
Total		$3,197	301	$11	-

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 $10 per conversion. That is the number we bring down together.

Conversion action	What it measures	Counted	Times recorded
Phone tap on the site	a tap on the phone number on the website, before the call connects	263	271
Call from a new caller	a phone call from someone who had not called the business before. Recorded every time it happened.	27	31
Website form	a form completed on the website	6	6
Call from a returning caller	a phone call from someone who had called before. Recorded every time it happened.	3	4
Call from the ad	a call placed straight from the ad	2	2
Total		301	314

Two signals, counted separately. 263 of the 301 conversions are phone taps on the site, meaning a tap on the phone number on the website, before the call connects. The 38 recorded as calls from new callers, website forms, calls from returning callers and calls from the ad come in at $84 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.

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.

Replacement Windows OK | ENERGY STAR Windows | Cut Energy Bills Up To 40%

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1,205Impressions

6.7%CTR

7Conversions

$104Cost / conv.

What people searched

Search term	Conv.	Cost / conv.
glass guru edmond	2	$13
thermal windows okc	1	$49
windows near me	1	$32

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.

100%

On mobile

Share of conversions

Tuesday

Busiest day

66 conversions

9am to 12pm

Busiest window

109 conversions

By time of day

12am to 6am 14 phone taps on the site

6am to 9am 43 phone taps on the site, 7 calls from new callers, 3 calls from returning callers and 2 website forms

9am to 12pm 96 phone taps on the site and 12 calls from new callers

109

12pm to 3pm 62 phone taps on the site, 5 calls from new callers, 2 website forms and 1 call from the ad

3pm to 6pm 28 phone taps on the site, 2 calls from new callers, 1 call from the ad and 1 website form

6pm to 9pm 16 phone taps on the site and 1 call from a new caller

9pm to 12am 3 phone taps on the site

By day of the week

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

By device

Device	Clicks	Conv.	Share	Conv. rate
Mobile	1,648	300	100%	18.2%
Desktop	10	1	0%	10.0%

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: $6 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 real cost of a new customer.