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.

1,446

Booking starts

People who reached the booking page from all sources; 977 unique visitors started a reservation. Up 2% vs prior 30 days.

567

Reservations completed

Completed bookings worth $16,051 over the period. Up 36% vs prior 30 days.

39%

Checkout completion

39% of started bookings are completed. Cutting the 61% drop-off is the biggest lever. Was 29% 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	474	50%	-50%
3 · Phone & text alerts	295	62%	-38%
4 · License plate	287	97%	-3%
5 · Review & terms	272	95%	-5%
6 · Payment	267	98%	-2%
7 · Receipt (booked on this path)	168	63%	-37%
Reservations completed, all paths	567	$16,051 in booking revenue

Most of the drop-off is on one screen. 951 drivers reach choose time & duration (price shows) and 474 carry on to name & email, so 477 leave right there. The ladder tracks the standard booking path, so its last screen (168) sits below the 567 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	107	61%	51%	50%	50%
3 · Phone & text alerts	75	70%	64%	62%	54%
4 · License plate	73	97%	98%	97%	98%
5 · Review & terms	71	97%	98%	95%	93%
6 · Payment	69	97%	—	98%	91%
7 · Receipt (booked on this path)	48	70%	55%	63%	55%
Completed, of everyone who started	—	55%	35%	39%	29%

The phone & text alerts screen is where the ladder moved most. 62% of drivers carried on to phone & text alerts, against 54% in the prior 30 days, the largest change on the ladder. Over the last 30 days, 50% of drivers carried on from choose time & duration (price shows), up from 50% in the prior 30 days. Week to week it improved from 51%, while 32% fewer drivers reached the screen (259 against 175). The last 7 days sit at 61%, 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	$4,301	400,014	16,630	4.16%	$0.26
Prior 30 days	$2,482	249,097	11,841	4.75%	$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. 31 creatives carried spend this period and 10 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.

$2,097

NZ - PMax - Website

32 conv · $65 CPA

$1,826

NZ - Search - Driver…

29 conv · $63 CPA

$1,284

NZ - Search - Business

11 conv · $120 CPA

Active campaigns

Search + PMax

NZ - PMax - Website 32 conv · $65 CPA

$2,097

NZ - Search - Driver Booking 29 conv · $63 CPA

$1,826

NZ - Search - Business 11 conv · $120 CPA

$1,284

NZ - Search - Brand 85 conv · $4.77 CPA

$407

NZ - Demand Gen - Remarketing 0 conv

$140

Campaign	Status	Spend	Conv.	Cost / conv.	CTR
NZ - PMax - Website	Active	$2,097	32	$65	2.8%
NZ - Search - Driver Booking	Active	$1,826	29	$63	6.7%
NZ - Search - Business	Active	$1,284	11	$120	7.8%
NZ - Search - Brand	Active	$407	85	$4.77	33.4%
NZ - Demand Gen - Remarketing	Paused	$140	0	n/a	2.1%
Total		$5,753	157	$37	-

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.

1,662Impressions

7.9%CTR

10Conversions

$88Cost / conv.

What people searched

Search term	Conv.	Cost / conv.
truck parking near me	11	$43
truck stops near me	4	$6
truck and trailer parking near me	2	$8
truck parking lot	2	$1
truck parking dallas	1	$41

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

567 reservations, $16,051.

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.