forSafe Stop
Paid Media Report · Last 30 days

180 reservations from ads, $5,469.

Over the last 30 days, ads were the last click before 180 reservations worth $5,469 (Google 172, Meta 8). Across every channel the site booked 578 reservations worth $16,751; the rest came from direct visits, Google organic search and returning drivers. 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 →
180
Reservations from ads
up 33% vs prior 30 days
$5,469
Revenue from ads
up 33% vs prior 30 days
$12,908
Ad spend
up 32% vs prior 30 days
$72
Cost / reservation from ads
down 1% 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). Ad numbers are last click in GA4 (Google Ads and Meta). All channels together: 578 reservations worth $16,751. A driver who clicks an ad and books later from a saved link or the lot QR counts as direct, so the ad figure is a floor. Comparisons are against the prior 30 days (Aug 16 - Sep 14), 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
750

Drivers who started

Drivers who started a booking, all traffic: 247 on Wayleadr and 503 on the new booking page, each driver counted once per page.

02
578

Reservations completed

Completed bookings worth $16,751 over the period: 244 on Wayleadr and 332 on the new booking page, each counted once. Up 34% vs prior 30 days.

03
44%

Checkout completion

222 of the 503 drivers who started a booking on the new booking page completed one (332 bookings in total). This is where new drivers book. Wayleadr now mostly gets drivers who arrive already decided, so 241 of its 247 drivers who started went on to book; that rate is not comparable with a checkout for new drivers. Cutting the drop-off on the new page 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)248—start
2 · Name & email18374%-26%
3 · Phone & text alerts16590%-10%
4 · License plate16499%-1%
5 · Review & terms16198%-2%
6 · Payment15999%-1%
7 · Receipt (booked on this path)11371%-29%
Reservations completed, all paths578$16,751 in booking revenue
i
Most of the drop-off is on one screen. 248 drivers reach choose time & duration (price shows) and 183 carry on to name & email, so 65 leave right there. The ladder tracks the standard booking path, so its last screen (113) sits below the 578 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%74%50%
3 · Phone & text alerts42100%98%90%62%
4 · License plate4198%100%99%97%
5 · Review & terms41100%100%98%95%
6 · Payment43—98%99%98%
7 · Receipt (booked on this path)3581%62%71%64%
Completed on this checkout, of everyone who started—102%100%99%41%
i
The phone & text alerts screen is where the ladder moved most. 90% of drivers carried on to phone & text alerts, against 62% in the prior 30 days, the largest change on the ladder. Over the last 30 days, 74% of drivers carried on from choose time & duration (price shows), up from 50% in the prior 30 days. Week to week it rose from 78% to 89%, while 27% fewer drivers reached that screen (47, down from 64). 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$5,218433,00818,0054.16%$0.29
Prior 30 days$4,147388,04216,1894.17%$0.26

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. 22 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

4,913Clicks
5.11%CTR
78,011People reached
$794Spend
45% hook30% hold29 days live
Watch the ad ▸
Ad creative#2$0.81 per click

09/01 - Video - A Real Reset Stop

1,673Clicks
2.87%CTR
49,912People reached
$1,351Spend
20% hook41% hold44 days live
Watch the ad ▸
Ad creative#3$0.32 per click

07/01 - Clean Facilities Every Stop

1,363Clicks
6.64%CTR
27,695People reached
$438Spend
48% hook31% hold79 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 233 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.

$2,604
NZ - Search - Driver…
34 conv · $77 CPA
$2,072
NZ - PMax - Website
47 conv · $44 CPA
$1,872
NZ - Search - Business
12 conv · $163 CPA
3
Active campaigns
Search + PMax
NZ - Search - Driver Booking 34 conv · $77 CPA
$2,604
NZ - PMax - Website 47 conv · $44 CPA
$2,072
NZ - Search - Business 12 conv · $163 CPA
$1,872
NZ - Search - Brand 141 conv · $8.12 CPA
$1,142
CampaignStatusSpendConv.Cost / conv.CTR
NZ - Search - Driver BookingActive$2,60434$777.3%
NZ - PMax - WebsiteActive$2,07247$442.3%
NZ - Search - BusinessPaused$1,87212$1637.9%
NZ - Search - BrandActive$1,142141$8.1231.5%
Total$7,690233$33-
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