Paid Media Report · Safe Stop

292

Reservations

up 43% vs prior 30 days

$9,357

Booking revenue

up 20% vs prior 30 days

$7,883

Ad spend

up 4% vs prior 30 days

$27

Cost / reservation

down 27% vs prior 30 days

Reservations tracked in GA4 where Wayleadr fires booking events. All-traffic; paid media is the primary driver of new visitors to the booking page. Comparisons are against the prior 30 days (Jun 6 - Jul 5), the same number of days immediately before this window. GA4 tracking on the Wayleadr checkout went live on June 8, part-way through the prior period, so part of the period-over-period increase is measurement coming online rather than new demand.

The story

Where the bookings come from.

Reservations complete off-domain, so we read them in GA4, not in Meta. Here is the funnel.

1,328

Booking starts

People who reached the booking page from all sources; 953 unique visitors started a reservation. Up 42% vs prior 30 days.

292

Reservations completed

Completed bookings worth $9,357 over the period. Up 43% vs prior 30 days.

22%

Checkout completion

Of visitors who start a booking, 22% complete it. Cutting the 78% drop-off is the biggest lever. Was 22% in the prior 30 days.

Booking funnel

Where drivers leave the checkout.

The reservation checkout runs on Wayleadr, and every screen of it has its own web address, so we can count how many drivers reach each one and see exactly where they leave. Counts are unique drivers, all traffic.

Checkout screen	Drivers (Last 30 days)	Carried on	Step drop
1 · Choose time & duration (price shows)	951	—	start
2 · Name & email	432	45%	-55%
3 · Phone & text alerts	224	52%	-48%
4 · License plate	217	97%	-3%
5 · Review & terms	202	93%	-7%
6 · Payment	176	87%	-13%
7 · Receipt (booked on this path)	106	60%	-40%
Reservations completed, all paths	292	$9,357 in booking revenue

Most of the drop-off is on one screen. 951 drivers reach choose time & duration (price shows) and 432 carry on to name & email, so 519 leave right there. The ladder tracks the standard booking path, so its last screen (106) sits below the 292 reservations GA4 records for the same period. Read the table for where drivers leave, not for the final total; we are reconciling the two counts with Wayleadr.

How the drop-off is moving.

Each percentage is the share of drivers who carry on from the screen above it, so a period with more traffic can be compared with one that had less. The short window comes first because a 30-day average takes weeks to show a change.

Checkout screen	Drivers, last 7 days	Carried on, last 7 days	Carried on, prior 7 days	Carried on, last 30 days	Carried on, prior 30 days
2 · Name & email	135	50%	56%	45%	37%
3 · Phone & text alerts	82	61%	67%	52%	55%
4 · License plate	80	98%	98%	97%	96%
5 · Review & terms	73	91%	94%	93%	94%
6 · Payment	58	79%	85%	87%	96%
7 · Receipt (booked on this path)	29	50%	62%	60%	62%
Reservation completed, all paths	—	34%	34%	31%	30%

The first screen is the one that moved. Over the last 30 days, 45% of drivers carried on from choose time & duration (price shows), up from 37% in the prior 30 days. Week to week it eased from 56%, while 55% more drivers reached the screen (174 against 269). The last 7 days sit at 50%, above that average, so the current level is better than the 30-day average shows.

Meta Ads

Traffic to the booking page.

Meta drives visitors to the site and the booking flow. Reservations complete off-domain, so they are counted in the funnel above, not here.

Period	Spend	Impressions	Clicks	CTR	CPC
Last 30 days	$2,961	288,982	13,364	4.62%	$0.22
Prior 30 days	$3,773	270,005	12,405	4.59%	$0.30

The ads doing the work

Ranked by clicks sent to the booking page. The booking completes off-domain, so an ad is judged on the traffic it sends, not on a conversion Meta cannot see.

#1$0.22 per click

Google Ads

Conversions over the window.

Daily conversions against daily spend across the window.

Conversions & spend per day

Conversions Daily spend

Window total 103 conv.Shaded band = latest 7 daysLast 3 days still filling in

Why the daily bars change height part-way through. What Google counts as a conversion changed inside this window: Checkout started stopped counting as a conversion on July 8. From that point the bars count the remaining actions only, which is why they sit lower. A shorter bar here is a narrower definition, not less business. The 103 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.

Campaign split

Where the budget worked.

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

$2,385

NZ - Search - Driver…

45 conv · $52 CPA

$1,003

NZ - Search - Business

13 conv · $75 CPA

$769

NZ - PMax - Website

20 conv · $38 CPA

Active campaigns

Search + PMax

NZ - Search - Driver Booking 45 conv · $52 CPA

$2,385

NZ - Search - Business 13 conv · $75 CPA

$1,003

NZ - PMax - Website 20 conv · $38 CPA

$769

NZ - Store Visits 19 conv · $32 CPA

$626

NZ - Search - Brand 5 conv · $28 CPA

$138

Campaign	Status	Spend	Conv.	Cost / conv.	CTR
NZ - Search - Driver Booking	Active	$2,385	45	$52	8.0%
NZ - Search - Business	Active	$1,003	13	$75	10.3%
NZ - PMax - Website	Active	$769	20	$38	1.8%
NZ - Store Visits	Paused	$626	19	$32	3.6%
NZ - Search - Brand	Active	$138	5	$28	33.5%
Total		$4,922	103	$48	-

Conversion action	What it measures	Times recorded
Checkout started	a checkout started, before the order completes Recorded every time it happened.	283
Purchase	a completed order	72

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.

1,736Impressions

6.6%CTR

16Conversions

$30Cost / conv.

What people searched

Search term	Conv.	Cost / conv.
truck parking near me	5	$77
paid semi parking near me	2	$13
secure truck parking near me	0	$24
secure truck parking near me	0	$3

All of these are non-brand demand: people describing the need, not searching the business by name.

292 reservations, $9,357.

Where the bookings come from.

Booking starts

Reservations completed

Checkout completion

Where drivers leave the checkout.

How the drop-off is moving.

Traffic to the booking page.

The ads doing the work

05/07 v6-IG - Rest Easy at SafeStop

07/01 - Secure Parking In Hutchins

05/08 v4b-HP - Urgency Retargeting (HOMEPAGE)

Conversions over the window.

Conversions & spend per day

Where the budget worked.

What a new customer sees.

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

What people searched

Where we take it from here.

The next window.

Now we grow the bookings.