Paid Media Report · Safe Stop

255

Reservations

up 20% vs prior 30 days*

$9,076

Booking revenue

up 15% vs prior 30 days*

$7,485

Ad spend

down 6% vs prior 30 days

$29

Cost / reservation

down 22% vs prior 30 days*

Reservation figures come from Google Analytics, where the Wayleadr booking site reports every completed booking. This window is Jun 29 to Jul 28, and it covers all traffic; paid media is the main source of new visitors to the booking page. *A note on the comparison. Booking tracking only went live on June 8, part-way through the month we are comparing against, so that month is missing its first nine days. To keep the comparison fair we measure it on the days it did record (149 reservations, $5,506) and scale that to a full month, which comes to 213 reservations and $7,866. Ad spend needs no such adjustment: the ads ran every day of both months.

The story

Where the bookings come from.

Bookings are completed on the Wayleadr site rather than on thesafestop.com, so we count them there rather than inside Meta or Google. Here is the path a driver takes.

1,209

Booking starts

People who reached the booking page from all sources; 894 unique visitors started a reservation. Up 24% vs the previous 30 days.*

255

Reservations completed

Completed bookings worth $9,076 over the period. Up 20% vs the previous 30 days.*

21%

Checkout completion

Of visitors who start a booking, 21% complete it. Closing that 79% gap is the biggest opportunity we have. It was 22% the month before, so this month's growth came from more drivers starting a booking, not from a smoother checkout.

Booking funnel

Where drivers leave the checkout.

The booking checkout runs across seven screens, each with its own web address, so we can count how many drivers reach each one and see exactly where they drop off. Every figure is a count of individual drivers, from every source. The last three columns compare each screen against the month before, and the arrow shows how far it moved. Those columns are percentages of drivers who continue, so the missing days in that month do not distort them.

Checkout screen	Drivers (Last 30 days)	Carried on	Carried on (prior 30 days)	Change
1 · Choose time & duration (price shows)	892	—	—	start
2 · Name & email	389	44%	35%	↑ 9
3 · Phone & text alerts	187	48%	61%	↓ 13
4 · License plate	180	96%	96%	—
5 · Review & terms	172	96%	93%	↑ 3
6 · Payment	158	92%	96%	↓ 4
7 · Receipt (booked on this path)	107	68%	54%	↑ 14
Reservations completed, all paths	255	$9,076 in booking revenue

Most drivers still leave on one screen, but that screen improved. 892 reach the first screen, where the price appears, and 389 go on to enter a name and email. So 503 leave right there. It is still the biggest single drop, and it is also the screen that improved most: 44% now continue against 35% before. The final card screen improved too, 68% against 54%. The one step that went backwards is phone and text alerts, 48% against 61%, and that is where we look next. On the totals: this table follows the standard booking path, so its last row of 107 sits below the 255 reservations recorded overall. Drivers who have booked before rebook on a faster route that skips most of these screens. Use the table to see where drivers leave, not for the final count.

Meta Ads

Traffic to the booking page.

Meta sends people to the site and into the booking flow. Because the booking itself finishes on the Wayleadr site, Meta never sees it, so those reservations are counted in the section above rather than here.

Period	Spend	Impressions	Clicks (all)	CTR	CPC
Last 30 days	$3,145	290,542	12,962	4.46%	$0.24
Prior 30 days	$4,149	296,360	13,396	4.52%	$0.31

The ads doing the work

Ranked by link clicks, meaning taps that actually opened the site, rather than every tap on the ad. The booking finishes on a site Meta cannot see into, so each ad is judged on the traffic it sends rather than on a sale it can claim. The table above counts all clicks including likes, comments and expands, which is why its click total is higher and its cost per click lower than the per-ad figures here.

#1$0.26 per link click

Google Ads

Day by day, across the month.

What each day brought in, against what each day cost.

Conversions & spend per day

Conversions Daily spend

Month total 183Shaded area is the most recent weekThe last few days are still being counted

Why the bars drop part-way through. On July 8 we narrowed what gets counted here so it tracks completed bookings more closely. The shorter bars after that date are a tighter count, not a fall in business. Read the shape of the trend rather than comparing a day in June against a day in July.

Versus the prior 30 days

Google, month over month.

We spent a little more on Google than in the previous 30 days, and it brought back twice as many reservations at roughly half the cost each.

$4,340

Spent on Google

$3,841 the month before · up 13%

Reservations traced to a Google ad

38 the month before · twice as many

$58

Cost of each one

$102 the month before · down 43%

Google traces 75 of the 255 reservations back to one of its ads. The other bookings are just as real, but they finish on the Wayleadr booking site, where Google can no longer follow the click that started them. So treat 75 as the floor of what Google brought in, not the ceiling. The wider conversion count in the table further down is measured differently in each of the two months, so we do not put a percentage on it.

Campaign split

Where the budget worked.

Where the money went across the five live campaigns, and what each one returned.

$2,164

NZ - Search - Driver…

59 conversions · $36 each

$808

NZ - Search - Business

34 conversions · $24 each

$698

NZ - PMax - Website

47 conversions · $15 each

Active campaigns

Search + PMax

NZ - Search - Driver Booking 59 conversions · $36 each

$2,164

NZ - Search - Business 34 conversions · $24 each

$808

NZ - PMax - Website 47 conversions · $15 each

$698

NZ - Store Visits 40 conversions · $15 each

$595

NZ - Search - Brand 2 conversions · $37 each

$74

Campaign	Status	Spend	Conversions	Cost each	CTR
NZ - Search - Driver Booking	Active	$2,164	59	$36	8.5%
NZ - Search - Business	Active	$808	34	$24	10.0%
NZ - PMax - Website	Active	$698	47	$15	2.6%
NZ - Store Visits	Active	$595	40	$15	3.1%
NZ - Search - Brand	Active	$74	2	$37	26.4%
Total		$4,340	183	$24	-

Conversion action	What it measures	Conversions	Share
Checkout started	a checkout started, before the order completes	108	59%
Purchase	a completed order	75	41%

What the 183 is made of. 108 of them are drivers who began a booking, and 75 are drivers who finished one, at $58 each. We report the two separately so neither flatters the other: a started booking is real interest, but only a finished one is money.

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.

$19.95/Day Truck Parking | Secure Truck Parking - DFW | Gated 24/7 Truck Parking

Gated, monitored truck parking in Hutchins TX. $19.95/day. Free showers.

1,663Impressions

7.2%CTR

20Conversions

$25Cost each

What people searched

Search term	Conversions	Cost each
truck parking near me	7	$46
truckparkingclub	1	$8
truck parking in dallas tx	1	$9
semi parking near me	1	$11
truck parking spaces for rent near me	1	$3

These are the searches from people describing what they need, rather than typing Safe Stop by name. They are new demand rather than existing awareness.

What's next

Where we take it from here.

Each move ties back to what this window proved.

Operating plan

The next window.

Retarget the drivers who start a booking and leave on the price screen.
Scale placements that send the most booking starts, not just clicks.
Hold Google on Purchase so bidding chases completed reservations, not checkout starts.
Work the phone screen, the one checkout step that moved backwards this window: 48% carry on against 61% before.

255 reservations, $9,076.