Paid Media Report · Safe Stop

The story

Where the bookings come from.

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

1,537

Booking starts

People who reached the booking page from all sources; 1,075 unique visitors started a reservation. Up 18% vs prior 30 days.

547

Reservations completed

Completed bookings worth $16,225 over the period. Up 72% vs prior 30 days.

36%

Checkout completion

36% of started bookings are completed. Cutting the 64% drop-off is the biggest lever. Was 24% 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)	1,074	—	start
2 · Name & email	513	48%	-52%
3 · Phone & text alerts	302	59%	-41%
4 · License plate	294	97%	-3%
5 · Review & terms	278	95%	-5%
6 · Payment	273	98%	-2%
7 · Receipt (booked on this path)	159	58%	-42%
Reservations completed, all paths	547	$16,225 in booking revenue

Most of the drop-off is on one screen. 1,074 drivers reach choose time & duration (price shows) and 513 carry on to name & email, so 561 leave right there. The ladder tracks the standard booking path, so its last screen (159) sits below the 547 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	133	51%	49%	48%	49%
3 · Phone & text alerts	85	64%	61%	59%	52%
4 · License plate	83	98%	99%	97%	97%
5 · Review & terms	81	98%	88%	95%	93%
6 · Payment	82	—	97%	98%	88%
7 · Receipt (booked on this path)	45	55%	72%	58%	59%
Completed, of everyone who started	—	35%	34%	36%	24%

The payment screen is where the ladder moved most. 98% of drivers carried on to payment, against 88% in the prior 30 days, the largest change on the ladder. Over the last 30 days, 48% of drivers carried on from choose time & duration (price shows), down from 49% in the prior 30 days. Week to week it improved from 49%. 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	$3,630	352,095	15,320	4.35%	$0.24
Prior 30 days	$2,776	277,623	13,029	4.69%	$0.21

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. 29 creatives carried spend this period and 7 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.

$1,802

NZ - Search - Driver…

31 conv · $58 CPA

$1,573

NZ - PMax - Website

29 conv · $54 CPA

$1,297

NZ - Search - Business

12 conv · $107 CPA

Active campaigns

Search + PMax

NZ - Search - Driver Booking 31 conv · $58 CPA

$1,802

NZ - PMax - Website 29 conv · $54 CPA

$1,573

NZ - Search - Business 12 conv · $107 CPA

$1,297

NZ - Search - Brand 77 conv · $4.02 CPA

$310

NZ - Demand Gen - Remarketing 0 conv

$145

Campaign	Status	Spend	Conv.	Cost / conv.	CTR
NZ - Search - Driver Booking	Active	$1,802	31	$58	6.4%
NZ - PMax - Website	Active	$1,573	29	$54	2.6%
NZ - Search - Business	Active	$1,297	12	$107	7.4%
NZ - Search - Brand	Active	$310	77	$4.02	35.6%
NZ - Demand Gen - Remarketing	Paused	$145	0	n/a	1.8%
Total		$5,128	150	$34	-

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.

1,767Impressions

7.4%CTR

9Conversions

$88Cost / conv.

What people searched

Search term	Conv.	Cost / conv.
truck parking near me	10	$39
truck stops near me	4	$12
truck parking lot	2	$1
truck stops dallas texas	1	$4
truck parking dallas	1	$33

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

547 reservations, $16,225.

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

07/31 - Video - Showers Done Right - Copia

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.