Paid Media Report · Safe Stop

465

Reservations

up 77% vs prior 30 days

$14,163

Booking revenue

up 47% vs prior 30 days

$7,910

Ad spend

up 10% vs prior 30 days

$17

Cost / reservation

down 38% 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 27 - Jul 26), the same number of days immediately before this window.

The story

Where the bookings come from.

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

1,476

Booking starts

People who reached the booking page from all sources; 1,065 unique visitors started a reservation. Up 24% vs prior 30 days.

465

Reservations completed

Completed bookings worth $14,163 over the period. Up 77% vs prior 30 days.

32%

Checkout completion

32% of started bookings are completed. Cutting the 68% 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)	1,070	—	start
2 · Name & email	521	49%	-51%
3 · Phone & text alerts	292	56%	-44%
4 · License plate	284	97%	-3%
5 · Review & terms	268	94%	-6%
6 · Payment	253	94%	-6%
7 · Receipt (booked on this path)	131	52%	-48%
Reservations completed, all paths	465	$14,163 in booking revenue

Most of the drop-off is on one screen. 1,070 drivers reach choose time & duration (price shows) and 521 carry on to name & email, so 549 leave right there. The ladder tracks the standard booking path, so its last screen (131) sits below the 465 reservations GA4 records for the same period. Read the table for where drivers leave, not for the final total.

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	130	51%	49%	49%	44%
3 · Phone & text alerts	85	65%	60%	56%	48%
4 · License plate	84	99%	95%	97%	97%
5 · Review & terms	82	98%	98%	94%	97%
6 · Payment	82	100%	98%	94%	93%
7 · Receipt (booked on this path)	39	48%	59%	52%	68%
Completed, of everyone who started	—	35%	34%	32%	22%

The receipt screen is where the ladder moved most. 52% of drivers carried on to receipt, against 68% in the prior 30 days, the largest change on the ladder. Over the last 30 days, 49% of drivers carried on from choose time & duration (price shows), up from 44% in the prior 30 days. The last 7 days sit at 51%, 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	$2,798	286,566	13,849	4.83%	$0.20
Prior 30 days	$3,011	276,707	12,309	4.45%	$0.24

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.

Hook rate is the share of people shown the ad who stayed past 3 seconds. Hold rate is the share of those who kept watching to ThruPlay, 15 seconds or the end. 19 creatives carried spend this period and 12 of them went live inside it.

#1$0.15 per click

Campaign split

Where the budget worked.

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

$2,366

NZ - Search - Driver…

28 conv · $84 CPA

$1,248

NZ - Search - Business

15 conv · $83 CPA

$981

NZ - PMax - Website

21 conv · $47 CPA

Active campaigns

Search + PMax

NZ - Search - Driver Booking 28 conv · $84 CPA

$2,366

NZ - Search - Business 15 conv · $83 CPA

$1,248

NZ - PMax - Website 21 conv · $47 CPA

$981

NZ - Search - Brand 43 conv · $5.50 CPA

$237

NZ - Store Visits 3 conv · $66 CPA

$198

NZ - Demand Gen - Remarketing 0 conv

$82

Campaign	Status	Spend	Conv.	Cost / conv.	CTR
NZ - Search - Driver Booking	Active	$2,366	28	$84	6.9%
NZ - Search - Business	Active	$1,248	15	$83	8.5%
NZ - PMax - Website	Active	$981	21	$47	1.5%
NZ - Search - Brand	Active	$237	43	$5.50	37.4%
NZ - Store Visits	Paused	$198	3	$66	3.7%
NZ - Demand Gen - Remarketing	Active	$82	0	n/a	2.8%
Total		$5,112	110	$46	-

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.

Secure Truck Parking in DFW | Dallas Truck Parking — 24/7 | Truck Parking Near I-45 & I-20

Secure overnight truck parking in Hutchins, TX. Gated, monitored, free showers & lounge.

1,518Impressions

7.9%CTR

10Conversions

$63Cost / conv.

What people searched

Search term	Conv.	Cost / conv.
truck parking near me	7	$61
truck stops near me	3	$24
paid semi parking near me	2	$13
truck parking lot	2	$1
truck parking club	1	$32

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

465 reservations, $14,163.

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

07/31 - Video - Prices 33% Lower - Copia

07/01 - Secure Parking In Hutchins

Conversions over the window.

Conversions & spend per day

Where the budget worked.

What a new customer sees.

Secure Truck Parking in DFW | Dallas Truck Parking — 24/7 | Truck Parking Near I-45 & I-20

What people searched

Where we take it from here.

The next window.

Now we grow the bookings.