forProgressive Windows & Doors
Google Ads Report · Last 30 days

The real cost of a new customer.

Over the last 30 days, Google Ads reported 44 conversions at $80 each. Brand search accounts for 25% of them, so the clearest read on new demand is the non-brand line, at about $97 per conversion. The mix is worth seeing: 32 calls from new callers, 8 website forms and 2 calls from the ad.

See the campaign split ↓What's next →
44
Conversions
Google-reported
$3,523
Google spend
Last 30 days
$80
Blended cost / conv.
All campaigns
$97
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
$28

Brand search is efficient

11 conversions come from people already searching Progressive Windows & Doors, at about $28 each. Efficient, and it is demand that already knows you.

02
25

Non-brand drives new demand

NZ:PMax | Replacement Windows & Doors… delivered 25 conversions, the biggest source of genuinely new customers this period, and the cheapest at $85 each. Those break down as 23 calls from new callers and 2 calls from returning callers.

03
$97

The number we work down

Strip out brand and acquisition runs about $97 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 44 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 22 to Jul 21).

MetricPrior periodThis periodChange
Google spend$2,845$3,523+24%
Conversions1244+267%
Non-brand conversions833+312%
Non-brand cost / conv.$319$97-70%

How each action moved

Conversion actionPrior periodThis periodChangeMeasured on
Call from a new caller1033+230%every time it happened
Website form58small basecounted as conversions
Call from the ad23small baseevery time it happened
Call from a returning caller22small basecounted as conversions
i
How to read it. This report counts leads differently from the earlier ones. Phone taps on the site are no longer counted as leads. A tap opens the dialer, and only some of those become a real conversation, so counting taps made the lead total look several times larger than it was. From here on a lead means a connected phone call or a completed website form, and we have set a minimum call length so hangups, wrong numbers and very short calls do not count. Both periods above are counted on this new definition, so the comparison between them is like for like. Taps are no longer counted anywhere on this page, so every figure you see is on one definition. One note on the breakdown: calls from new 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.

$2,129
NZ:PMax | Replacement…
25 conv · $85 CPA
$1,085
NZ - Search - Non-Brand…
8 conv · $136 CPA
$309
NZ - Search - Brand - OK
11 conv · $28 CPA
3
Active campaigns
Search + PMax
NZ:PMax | Replacement Windows… 25 conv · $85 CPA
$2,129
NZ - Search - Non-Brand - OK 8 conv · $136 CPA
$1,085
NZ - Search - Brand - OK 11 conv · $28 CPA
$309
CampaignStatusSpendConv.Cost / conv.CTR
NZ:PMax | Replacement Windows & Doors | OKActive$2,12925$855.0%
NZ - Search - Non-Brand - OKActive$1,0858$1366.4%
NZ - Search - Brand - OKActive$30911$2837.2%
Total$3,52344$80-
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 $97 per conversion. That is the number we bring down together.
Conversion actionWhat it measuresCountedTimes recorded
Call from a new callera phone call from someone who had not called the business before3233
Website forma form completed on the website88
Call from the ada call placed straight from the ad. Recorded every time it happened.23
Call from a returning callera phone call from someone who had called before. Recorded every time it happened.23
Total4447
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.

98%
On mobile
Share of conversions
Tuesday
Busiest day
12 conversions
9am to 12pm
Busiest window
16 conversions

By time of day

6am to 9am 5 calls from new callers, 2 website forms and 2 calls from returning callers
9
9am to 12pm 15 calls from new callers
16
12pm to 3pm 6 calls from new callers, 2 website forms and 1 call from the ad
9
3pm to 6pm 5 calls from new callers, 3 website forms and 1 call from the ad
9
6pm to 9pm 1 call from a new caller
1

By day of the week

Monday
7
Tuesday
12
Wednesday
6
Thursday
5
Friday
6
Saturday
5
Sunday
3

By device

DeviceClicksConv.ShareConv. rate
Mobile2,0744398%2.1%
Desktop712%14.3%
Call tracking

What happened on the phone.

Every call these ads produced and what became of it, measured on the call itself rather than on the ad platform. Google can see that a call started; this is how it ended. These counts will not tie exactly to the conversion table above, and they are not meant to: Google dates a call to the day the ad was clicked and waits a day for the data, so the same calls land on slightly different days in the two views.

64
Calls from these ads
Tracked end to end
81%
Reached someone
52 of 64
12
Never reached a person
19% of the calls
37
Ran past a minute
110 minutes on the phone
What happened to the callCallsShare
Reached someone5281%
Caller hung up while it rang914%
Went to voicemail23%
Rang out unanswered12%
i
12 of the 64 calls never reached a person. Most of them are the caller hanging up while the phone rang. We paid for those the same as the ones that connected: at this period’s $80 per lead that is about $961 of the spend. This is the one number on the page your team can move without touching the ad account.

How long the answered calls ran

Under 30 seconds
11
30 to 60 seconds
4
1 to 3 minutes
26
Over 3 minutes
11

Calls by day of the week

Monday 8 of 10 reached someone
10
Tuesday 13 of 16 reached someone
16
Wednesday 5 of 6 reached someone
6
Thursday 10 of 12 reached someone
12
Friday 9 of 10 reached someone
10
Saturday 5 of 7 reached someone
7
Sunday 2 of 3 reached someone
3
i
58 of the 64 callers had never called you before. That is what these campaigns are for: the phone ringing with someone new on the other end.
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
$85 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