Paid Media Report · Progressive Windows & Doors

Conversions

Google-reported

$4,566

Google spend

Last 30 days

$133

Blended cost / conv.

All campaigns

$172

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.

$29

Brand search is efficient

9 conversions come from people already searching Progressive Windows & Doors, at about $29 each. Efficient, and it is demand that already knows you.

Non-brand drives new demand

NZ:PMax | Replacement Windows & Doors… delivered 19 conversions, the biggest source of genuinely new customers this period, and the cheapest at $163 each. Those break down as 12 website forms and 7 calls from new callers.

$172

The number we work down

Strip out brand and acquisition runs about $172 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 34 conv.Shaded band = the current period, the bars before it are the previous oneLast 3 days still filling in

Why the daily bars change height part-way through. What Google counts as a conversion changed inside this window: Website form started counting on August 10. The 34 total for the window mixes both definitions, so read the trend by shape, not by comparing a day in June against a day in July.

Period over period

Against the prior 30 days.

The same length of time immediately before this one (Jul 6 to Aug 4).

Metric	Prior period	This period	Change
Google spend	$2,906	$4,566	+57%
Conversions	39	34	-12%
Non-brand conversions	31	25	-19%
Non-brand cost / conv.	$81	$172	+111%

How each action moved

Conversion action	Prior period	This period	Change	Measured on
Call from a new caller	34	25	-26%	every time it happened
Website form	5	17	small base	counted as conversions

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 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.

$3,103

NZ:PMax | Replacement…

19 conv · $163 CPA

$1,194

NZ - Search - Non-Brand…

6 conv · $199 CPA

$269

NZ - Search - Brand - OK

9 conv · $29 CPA

Active campaigns

Search + PMax

NZ:PMax | Replacement Windows… 19 conv · $163 CPA

$3,103

NZ - Search - Non-Brand - OK 6 conv · $199 CPA

$1,194

NZ - Search - Brand - OK 9 conv · $29 CPA

$269

Campaign	Status	Spend	Conv.	Cost / conv.	CTR
NZ:PMax \| Replacement Windows & Doors \| OK	Active	$3,103	19	$163	2.9%
NZ - Search - Non-Brand - OK	Active	$1,194	6	$199	5.7%
NZ - Search - Brand - OK	Active	$269	9	$29	37.3%
Total		$4,566	34	$133	-

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 $172 per conversion. That is the number we bring down together.

Conversion action	What it measures	Counted	Times recorded
Call from a new caller	a phone call from someone who had not called the business before. Recorded every time it happened.	17	25
Website form	a form completed on the website	17	17
Total		34	42

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.

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1,027Impressions

5.6%CTR

3Conversions

$178Cost / conv.

What people searched

Search term	Conv.	Cost / conv.
windows and doors okc	1	$55
24x36 double pane window	1	$6
thermal windows okc	1	$22

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.

93%

On mobile

Share of conversions

Friday

Busiest day

7 conversions

3pm to 6pm

Busiest window

11 conversions

By time of day

12am to 6am 1 website form

6am to 9am 2 website forms and 1 call from a new caller

9am to 12pm 7 calls from new callers and 1 website form

12pm to 3pm 3 calls from new callers and 3 website forms

3pm to 6pm 6 calls from new callers and 5 website forms

6pm to 9pm 2 website forms

9pm to 12am 3 website forms

By day of the week

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

By device

Device	Clicks	Conv.	Share	Conv. rate
Mobile	2,117	32	93%	1.5%
Desktop	22	2	7%	10.9%

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.

Calls from these ads

Tracked end to end

83%

Reached someone

53 of 64

Never reached a person

17% of the calls

Ran past a minute

133 minutes on the phone

What happened to the call	Calls	Share
Reached someone	53	83%
Caller hung up while it rang	9	14%
Went to voicemail	1	2%
Rang out unanswered	1	2%

11 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 $133 per lead that is about $1,461 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

30 to 60 seconds

1 to 3 minutes

Over 3 minutes

Calls by day of the week

Monday 7 of 9 reached someone

Tuesday 11 of 13 reached someone

Wednesday 7 of 8 reached someone

Thursday 10 of 12 reached someone

Friday 10 of 11 reached someone

Saturday 6 of 8 reached someone

Sunday 2 of 3 reached someone

55 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.

The real cost of a new customer.

Three numbers that tell it.

Brand search is efficient

Non-brand drives new demand

The number we work down

Conversions over the window.

Conversions & spend per day

Against the prior 30 days.

How each action moved

Where the budget worked.

What a new customer sees.

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What people searched

Device, day and hour.

By time of day

By day of the week

By device

What happened on the phone.

How long the answered calls ran

Calls by day of the week

Now we run it.