Paid Media Report · Progressive Windows & Doors

Conversions

Google-reported

$4,218

Google spend

Last 30 days

$70

Blended cost / conv.

All campaigns

$77

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.

$26

Brand search is efficient

7 conversions come from people already searching Progressive Windows & Doors, at about $26 each. Efficient, and it is demand that already knows you.

Non-brand drives new demand

NZ:PMax | Replacement Windows & Doors… delivered 44 conversions, the biggest source of genuinely new customers this period, and the cheapest at $61 each.

$77

The number we work down

Strip out brand and acquisition runs about $77 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 60 conv.Shaded band = the current period, the bars before it are the previous oneLast 3 days still filling in

The latest week

Last 7 days vs the prior 7	Oct 16 to Oct 22	Oct 23 to Oct 29	Change
Spend	$1,061	$1,035	-2%
Conversions	14	10	-29%
Cost / conversion	$76	$104	+37%

The full window above stays the main read. This is the latest week on its own, so a turn shows before the average catches it. The newest days are still filling in: conversions are credited to the day of the click and some report a few days late, so this week usually rises a little.

Period over period

Against the prior 30 days.

The same length of time immediately before this one (Aug 31 to Sep 29).

Metric	Prior period	This period	Change
Google spend	$4,439	$4,218	-5%
Conversions	62	60	-4%
Non-brand conversions	55	52	-5%
Non-brand cost / conv.	$76	$77	+2%

How each action moved

Conversion action	Prior period	This period	Change	Measured on
Website form	52	52	no change	counted as conversions
Call from a new caller	10	8	-23%	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.

Campaign split

Where the budget worked.

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

$2,701

NZ:PMax | Replacement…

44 conv · $61 CPA

$1,311

NZ - Search - Non-Brand…

8 conv · $164 CPA

$207

NZ - Search - Brand - OK

8 conv · $26 CPA

Active campaigns

Search + PMax

NZ:PMax | Replacement Windows… 44 conv · $61 CPA

$2,701

NZ - Search - Non-Brand - OK 8 conv · $164 CPA

$1,311

NZ - Search - Brand - OK 8 conv · $26 CPA

$207

Campaign	Status	Spend	Conv.	Cost / conv.	CTR
NZ:PMax \| Replacement Windows & Doors \| OK	Active	$2,701	44	$61	10.6%
NZ - Search - Non-Brand - OK	Active	$1,311	8	$164	6.5%
NZ - Search - Brand - OK	Active	$207	8	$26	37.1%
Total		$4,218	60	$70	-

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 $77 per conversion. That is the number we bring down together.

Conversion action	What it measures	Counted	Times recorded
Website form	a form completed on the website	52	52
Call from a new caller	a phone call from someone who had not called the business before. Recorded every time it happened.	8	14
Total		60	66

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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734Impressions

7.2%CTR

3Conversions

$154Cost / conv.

What people searched

Search term	Conv.	Cost / conv.
entry door	1	$2
who makes the best vinyl windows	1	$3
boral windows	1	$11

Non-brand Search is still ramping this window (3 converting queries), so the conversion volume is coming through the other campaigns. 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.

87%

On mobile

Share of conversions

Monday

Busiest day

13 conversions

3pm to 6pm

Busiest window

13 conversions

By time of day

12am to 6am 9 website forms

6am to 9am 5 website forms

9am to 12pm 4 website forms and 2 calls from new callers

12pm to 3pm 8 website forms and 3 calls from new callers

3pm to 6pm 11 website forms and 2 calls from new callers

6pm to 9pm 8 website forms

9pm to 12am 7 website forms

By day of the week

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

By device

Device	Clicks	Conv.	Share	Conv. rate
Mobile	968	52	87%	5.4%
Desktop	42	7	12%	16.7%
Tablet	34	1	2%	2.9%

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

90%

Reached someone

26 of 29

Never reached a person

10% of the calls

Ran past a minute

90 minutes on the phone

What happened to the call	Calls	Share
Reached someone	26	90%
Went to voicemail	2	7%
Caller hung up while it rang	1	3%

3 of the 29 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

30 to 60 seconds

1 to 3 minutes

Over 3 minutes

Calls by day of the week

Monday 10 of 10 reached someone

Tuesday 0 of 2 reached someone

Wednesday 7 of 8 reached someone

Thursday 5 of 5 reached someone

Friday 4 of 4 reached someone

23 of the 29 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

The latest week

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.