forSafe Stop
Paid Media Report · Last 30 days

568 reservations, $16,163.

Over the last 30 days, paid media drove 803 booking starts and 568 completed reservations worth $16,163. Reservations complete on the booking pages (Wayleadr and the new book.thesafestop.com booking page, live since Sep 7) and are tracked in GA4.

See the funnel ↓What's next →
568
Reservations
up 35% vs prior 30 days
$16,163
Booking revenue
up 35% vs prior 30 days
$13,037
Ad spend
up 35% vs prior 30 days
$23
Cost / reservation
flat vs prior 30 days
Reservations tracked in GA4 on the booking pages (Wayleadr and the new book.thesafestop.com booking page, live since Sep 7). All-traffic; paid media is the primary driver of new visitors to the booking page. Comparisons are against the prior 30 days (Aug 15 - Sep 13), the same number of days immediately before this window. Each reservation is counted once by its booking ID: a booking page can re-send the same booking when a driver reopens it, which would otherwise count it more than once.
The story

Where the bookings come from.

Reservations complete on the booking pages, so we read them in GA4, not in Meta. Here is the funnel.

01
803

Booking starts

People who reached the booking page from all sources; 492 unique visitors started a reservation. The new booking page counts a start near the end of its flow, so starts there run close to completed bookings.

02
568

Reservations completed

Completed bookings worth $16,163 over the period: 254 on Wayleadr and 312 on the new booking page, each counted once. Up 35% vs prior 30 days.

03
60%

Checkout completion

60% of bookings started on Wayleadr are completed, where a start is counted on the first screen. The new booking page is left out of this rate because it counts a start near the end of its flow. Cutting the drop-off is the biggest lever.

Booking funnel

Where drivers leave the checkout.

This table covers the Wayleadr checkout, where every screen 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. Since Sep 7 a growing share of bookings goes through the new booking page, which is not in this table.

Checkout screenDrivers (Last 30 days)Carried onStep drop
1 · Choose time & duration (price shows)269—start
2 · Name & email19171%-29%
3 · Phone & text alerts17089%-11%
4 · License plate170100%-0%
5 · Review & terms16698%-2%
6 · Payment16499%-1%
7 · Receipt (booked on this path)11671%-29%
Reservations completed, all paths568$16,163 in booking revenue
i
Most of the drop-off is on one screen. 269 drivers reach choose time & duration (price shows) and 191 carry on to name & email, so 78 leave right there. The ladder tracks the standard booking path, so its last screen (116) sits below the 568 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 longer average takes weeks to show a change.

Checkout screenDrivers, last 7 daysCarried on, last 7 daysCarried on, prior 7 daysCarried on, last 30 daysCarried on, prior 30 days
2 · Name & email4289%78%71%49%
3 · Phone & text alerts42100%98%89%60%
4 · License plate42100%100%100%97%
5 · Review & terms42100%100%98%94%
6 · Payment44—94%99%99%
7 · Receipt (booked on this path)3580%65%71%63%
Completed on this checkout, of everyone who started—86%67%60%28%
i
The phone & text alerts screen is where the ladder moved most. 89% of drivers carried on to phone & text alerts, against 60% in the prior 30 days, the largest change on the ladder. Over the last 30 days, 71% of drivers carried on from choose time & duration (price shows), up from 49% in the prior 30 days. Week to week it rose from 78% to 89%, while 30% fewer drivers reached that screen (47, down from 67). Read the weekly numbers with care: part of the bookings now go through another booking page, so this checkout sees a smaller and different mix of drivers.
Meta Ads

Traffic to the booking page.

Meta drives visitors to the site and the booking flow. Reservations complete outside Meta, on the booking pages, so they are counted in the funnel above, not here.

PeriodSpendImpressionsClicksCTRCPC
Last 30 days$5,284439,01218,2934.17%$0.29
Prior 30 days$4,119387,88316,3194.21%$0.25

The ads doing the work

Ranked by clicks sent to the booking page. The booking completes outside Meta, 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. 23 creatives carried spend this period and 2 of them went live inside it.

Ad creative#1$0.16 per click

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

4,824Clicks
5.11%CTR
76,986People reached
$781Spend
45% hook30% hold28 days live
Watch the ad ▸
Ad creative#2$0.81 per click

09/01 - Video - A Real Reset Stop

1,690Clicks
2.88%CTR
49,845People reached
$1,361Spend
20% hook41% hold43 days live
Watch the ad ▸
Ad creative#3$0.32 per click

07/01 - Clean Facilities Every Stop

1,431Clicks
6.62%CTR
28,373People reached
$461Spend
48% hook31% hold78 days live
Watch the ad ▸
Google Ads

Conversions over the window.

Daily conversions against daily spend across the window.

Conversions & spend per day

Conversions Daily spend
Window total 228 conv.Shaded band = the current period, the bars before it are the previous oneLast 3 days still filling in
Campaign split

Where the budget worked.

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

$2,622
NZ - Search - Driver…
33 conv · $79 CPA
$2,163
NZ - PMax - Website
42 conv · $51 CPA
$1,848
NZ - Search - Business
9 conv · $205 CPA
4
Active campaigns
Search + PMax
NZ - Search - Driver Booking 33 conv · $79 CPA
$2,622
NZ - PMax - Website 42 conv · $51 CPA
$2,163
NZ - Search - Business 9 conv · $205 CPA
$1,848
NZ - Search - Brand 143 conv · $7.82 CPA
$1,119
CampaignStatusSpendConv.Cost / conv.CTR
NZ - Search - Driver BookingActive$2,62233$797.2%
NZ - PMax - WebsiteActive$2,16342$512.3%
NZ - Search - BusinessActive$1,8489$2058.0%
NZ - Search - BrandActive$1,119143$7.8231.3%
Total$7,753228$34-
What's next

Where we take it from here.

Each move ties back to what this window proved.

Operating plan

The next window.

  • Retarget the drivers who start a booking and leave on the price screen.
  • Scale placements that send the most booking starts, not just clicks.
  • Hold Google on Purchase so bidding chases completed reservations, not checkout starts.
The next chapter

Now we grow the bookings.

We drive more booking-page traffic and work the checkout drop-off so more starts become reservations.

Talk through the plan