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.

1,322

Booking starts

People who reached the booking page from all sources; 858 unique visitors started a reservation. Down 8% vs prior 30 days.

594

Reservations completed

Completed bookings worth $17,176 over the period. Up 31% vs prior 30 days.

45%

Checkout completion

45% of started bookings are completed. Cutting the 55% drop-off is the biggest lever. Was 31% 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)	784	—	start
2 · Name & email	404	52%	-48%
3 · Phone & text alerts	255	63%	-37%
4 · License plate	250	98%	-2%
5 · Review & terms	235	94%	-6%
6 · Payment	230	98%	-2%
7 · Receipt (booked on this path)	151	66%	-34%
Reservations completed, all paths	594	$17,176 in booking revenue

Most of the drop-off is on one screen. 784 drivers reach choose time & duration (price shows) and 404 carry on to name & email, so 380 leave right there. The ladder tracks the standard booking path, so its last screen (151) sits below the 594 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	51	67%	61%	52%	49%
3 · Phone & text alerts	44	86%	70%	63%	56%
4 · License plate	44	100%	97%	98%	97%
5 · Review & terms	42	95%	97%	94%	94%
6 · Payment	42	100%	97%	98%	94%
7 · Receipt (booked on this path)	26	62%	71%	66%	54%
Completed, of everyone who started	—	68%	58%	45%	31%

The receipt screen is where the ladder moved most. 66% of drivers carried on to receipt, against 54% in the prior 30 days, the largest change on the ladder. Over the last 30 days, 52% of drivers carried on from choose time & duration (price shows), up from 49% in the prior 30 days. Week to week it improved from 61%, while 57% fewer drivers reached the screen (175 against 76). The last 7 days sit at 67%, 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	$4,825	420,891	17,065	4.05%	$0.28
Prior 30 days	$2,725	278,499	13,368	4.80%	$0.20

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. 34 creatives carried spend this period and 12 of them went live inside it.

#1$0.16 per click

Campaign split

Where the budget worked.

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

$2,826

NZ - PMax - Website

27 conv · $103 CPA

$1,889

NZ - Search - Driver…

31 conv · $60 CPA

$1,542

NZ - Search - Business

10 conv · $159 CPA

Active campaigns

Search + PMax

NZ - PMax - Website 27 conv · $103 CPA

$2,826

NZ - Search - Driver Booking 31 conv · $60 CPA

$1,889

NZ - Search - Business 10 conv · $159 CPA

$1,542

NZ - Search - Brand 111 conv · $5.00 CPA

$553

NZ - Demand Gen - Remarketing 0 conv

$83

Campaign	Status	Spend	Conv.	Cost / conv.	CTR
NZ - PMax - Website	Active	$2,826	27	$103	2.8%
NZ - Search - Driver Booking	Active	$1,889	31	$60	6.6%
NZ - Search - Business	Active	$1,542	10	$159	8.5%
NZ - Search - Brand	Active	$553	111	$5.00	34.7%
NZ - Demand Gen - Remarketing	Paused	$83	0	n/a	1.4%
Total		$6,893	179	$39	-

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.

Truck Parking Near You | Secure Truck Parking Dallas | Gated 24/7 Truck Parking

Secure, gated truck parking off I-45 in Hutchins TX. Cameras, lighting, free showers.

841Impressions

9.2%CTR

8Conversions

$43Cost / conv.

What people searched

Search term	Conv.	Cost / conv.
truck parking near me	15	$35
truck and trailer parking near me	2	$8
semi truck parking dallas tx	2	$9
truck stops near me	2	$11
racetrac truck parking	1	$6

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

594 reservations, $17,176.

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

09/16 - 05/07 v6-IG - Rest Easy at SafeStop

09/01 - Video - A Real Reset Stop

Conversions over the window.

Conversions & spend per day

Where the budget worked.

What a new customer sees.

Truck Parking Near You | Secure Truck Parking Dallas | Gated 24/7 Truck Parking

What people searched

Where we take it from here.

The next window.

Now we grow the bookings.