forProgressive Windows & Doors
Google Ads Report · Last 30 days

The real cost of a new customer.

Over the last 30 days, Google Ads reported 63 conversions at $69 each. Brand search accounts for 13% of them, so the clearest read on new demand is the non-brand line, at about $73 per conversion. The mix is worth seeing: 53 website forms and 10 calls from new callers.

See the campaign split ↓
63
Conversions
▲ 73% vs 36 prior
$4,355
Google spend
▼ 2% vs $4,465 prior
$69
Blended cost / conv.
▼ 44% vs $123 prior
$73
Non-brand cost / conv.
▼ 53% vs $156 prior
Changes compare against the prior 30 days (Aug 3 to Sep 1), counted on the same lead definition. Full comparison ↓ 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
$39

Brand search is efficient

8 conversions come from people already searching Progressive Windows & Doors, at about $39 each. Efficient, and it is demand that already knows you.

02
42

Non-brand drives new demand

NZ:PMax | Replacement Windows & Doors… delivered 42 conversions, the biggest source of genuinely new customers this period, and the cheapest at $67 each.

03
$73

The number we work down

Strip out brand and acquisition runs about $73 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 63 conv.Shaded band = the current period, the bars before it are the previous oneLast 3 days still filling in
Period over period

Against the prior 30 days.

The same length of time immediately before this one (Aug 3 to Sep 1).

MetricPrior periodThis periodChange
Google spend$4,465$4,355-2%
Conversions3663+73%
Blended cost / conv.$123$69-44%
Non-brand conversions2755+104%
Non-brand cost / conv.$156$73-53%

How each action moved

Conversion actionPrior periodThis periodChangeMeasured on
Website form1553+253%counted as conversions
Call from a new caller2816-43%every time it happened
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 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.

$2,797
NZ:PMax | Replacement…
42 conv · $67 CPA
$1,245
NZ - Search - Non-Brand…
13 conv · $96 CPA
$313
NZ - Search - Brand - OK
8 conv · $39 CPA
3
Active campaigns
Search + PMax
NZ:PMax | Replacement Windows… 42 conv · $67 CPA
$2,797
NZ - Search - Non-Brand - OK 13 conv · $96 CPA
$1,245
NZ - Search - Brand - OK 8 conv · $39 CPA
$313
CampaignStatusSpendConv.Cost / conv.CTR
NZ:PMax | Replacement Windows & Doors | OKActive$2,79742$677.9%
NZ - Search - Non-Brand - OKActive$1,24513$966.6%
NZ - Search - Brand - OKActive$3138$3933.8%
Total$4,35563$69-
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 $73 per conversion. That is the number we bring down together.
Conversion actionWhat it measuresCountedTimes recorded
Website forma form completed on the website5353
Call from a new callera phone call from someone who had not called the business before. Recorded every time it happened.1016
Total6369
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.

92%
On mobile
Share of conversions
Monday
Busiest day
10 conversions
9am to 12pm
Busiest window
17 conversions

By time of day

12am to 6am 4 website forms
4
6am to 9am 5 website forms
5
9am to 12pm 13 website forms and 4 calls from new callers
17
12pm to 3pm 6 website forms and 2 calls from new callers
8
3pm to 6pm 5 website forms and 3 calls from new callers
8
6pm to 9pm 10 website forms
10
9pm to 12am 10 website forms
10

By day of the week

Monday
10
Tuesday
10
Wednesday
9
Thursday
10
Friday
9
Saturday
6
Sunday
8

By device

DeviceClicksConv.ShareConv. rate
Mobile9505892%6.1%
Desktop5358%9.4%
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.

35
Calls from these ads
Tracked end to end
97%
Reached someone
34 of 35
1
Never reached a person
3% of the calls
20
Ran past a minute
104 minutes on the phone
What happened to the callCallsShare
Reached someone3497%
Went to voicemail13%
i
1 of the 35 calls never reached a person. Most of them are the caller hanging up while the phone rang. 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
6
30 to 60 seconds
8
1 to 3 minutes
4
Over 3 minutes
16

Calls by day of the week

Monday 8 of 8 reached someone
8
Tuesday 9 of 9 reached someone
9
Wednesday 7 of 7 reached someone
7
Thursday 3 of 3 reached someone
3
Friday 5 of 6 reached someone
6
Saturday 2 of 2 reached someone
2
i
29 of the 35 callers had never called you before. That is what these campaigns are for: the phone ringing with someone new on the other end.
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