Paid Media Report · Safe Stop

146

Reservations from ads

down 17% vs prior 30 days

$4,384

Revenue from ads

down 17% vs prior 30 days

$7,868

Ad spend

down 37% vs prior 30 days

$54

Cost / reservation from ads

down 25% 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: 573 reservations worth $16,926. 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 29 - Sep 27), 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.

622

Drivers who started

Drivers who started a booking, all traffic: 184 on Wayleadr and 438 on the new booking page, each driver counted once per page.

573

Reservations completed

Completed bookings worth $16,926 over the period: 223 on Wayleadr and 348 on the new booking page, each counted once. Up 10% vs prior 30 days.

53%

Checkout completion

232 of the 438 drivers who started a booking on the new booking page completed one (348 bookings in total). This is where new drivers book. Wayleadr now mostly gets drivers who arrive already decided, so 219 of its 184 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 screen	Drivers (Last 30 days)	Carried on	Step drop
1 · Choose time & duration (price shows)	185	—	start
2 · Name & email	146	79%	-21%
3 · Phone & text alerts	139	95%	-5%
4 · License plate	138	99%	-1%
5 · Review & terms	137	99%	-1%
6 · Payment	136	99%	-1%
7 · Receipt (booked on this path)	111	82%	-18%
Reservations completed, all paths	573	$16,926 in booking revenue

Most of the drop-off is on one screen. 185 drivers reach choose time & duration (price shows) and 146 carry on to name & email, so 39 leave right there. The ladder tracks the standard booking path, so its last screen (111) sits below the 573 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 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	33	79%	81%	79%	55%
3 · Phone & text alerts	31	94%	95%	95%	67%
4 · License plate	31	100%	98%	99%	99%
5 · Review & terms	31	100%	97%	99%	96%
6 · Payment	31	100%	100%	99%	100%
7 · Receipt (booked on this path)	28	90%	66%	82%	60%
Completed on this checkout, of everyone who started	—	107%	106%	121%	53%

The phone & text alerts screen is where the ladder moved most. 95% of drivers carried on to phone & text alerts, against 67% in the prior 30 days, the largest change on the ladder. Over the last 30 days, 79% of drivers carried on from choose time & duration (price shows), up from 55% in the prior 30 days. Week to week it eased from 81% to 79%, while 19% fewer drivers reached that screen (42, down from 52). 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.

Period	Spend	Impressions	Clicks	CTR	CPC
Last 30 days	$3,172	261,611	10,764	4.11%	$0.29
Prior 30 days	$5,031	429,846	16,847	3.92%	$0.30

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. 29 creatives carried spend this period and 10 of them went live inside it.

#1$0.15 per click

Google Ads

Conversions over the window.

Daily conversions against daily spend across the window.

Conversions & spend per day

Conversions Daily spend

Window total 187 conv.Shaded band = the current period, the bars before it are the previous oneLast 3 days still filling in

The latest week

Last 7 days vs the prior 7	Oct 14 to Oct 20	Oct 21 to Oct 27	Change
Spend	$556	$444	-20%
Conversions	32	24	-24%
Cost / conversion	$18	$18	+5%

The full window above stays the main read. This is the latest week on its own, so a turn shows before the average catches it. The newest days are still filling in: conversions are credited to the day of the click and some report a few days late, so this week usually rises a little.

Campaign split

Where the budget worked.

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

$1,728

NZ - Search - Driver…

21 conv · $82 CPA

$1,090

NZ - Search - Brand

116 conv · $9.41 CPA

$972

NZ - Search - Business

9 conv · $114 CPA

Active campaigns

Search + PMax

NZ - Search - Driver Booking 21 conv · $82 CPA

$1,728

NZ - Search - Brand 116 conv · $9.41 CPA

$1,090

NZ - Search - Business 9 conv · $114 CPA

$972

NZ - PMax - Website 41 conv · $22 CPA

$906

Campaign	Status	Spend	Conv.	Cost / conv.	CTR
NZ - Search - Driver Booking	Active	$1,728	21	$82	5.6%
NZ - Search - Brand	Active	$1,090	116	$9.41	29.8%
NZ - Search - Business	Paused	$972	9	$114	7.2%
NZ - PMax - Website	Active	$906	41	$22	2.0%
Total		$4,696	187	$25	-

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.

$19.95/Day Truck Parking | Secure Truck Parking - DFW | Gated 24/7 Truck Parking

Gated, monitored truck parking in Hutchins TX. $19.95/day. Free showers.

2,245Impressions

4.7%CTR

9Conversions

$50Cost / conv.

What people searched

Search term	Conv.	Cost / conv.
nearest truck parking to my location	3	$3
truck parking club near me	2	$14
truck parking near me	1	$243
paid truck parking near me	1	$12
truck parking lot near me	1	$6

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

146 reservations from ads, $4,384.