Paid Media Report · Safe Stop

138

Reservations from ads

down 22% vs prior 30 days

$4,326

Revenue from ads

down 20% vs prior 30 days

$5,462

Ad spend

down 59% vs prior 30 days

$40

Cost / reservation from ads

down 48% 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: 570 reservations worth $17,594. 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 (Sep 5 - Oct 4), 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.

551

Drivers who started

Drivers who started a booking, all traffic: 160 on Wayleadr and 391 on the new booking page, each driver counted once per page.

570

Reservations completed

Completed bookings worth $17,594 over the period: 196 on Wayleadr and 370 on the new booking page, each counted once. Up 4% vs prior 30 days.

59%

Checkout completion

230 of the 391 drivers who started a booking on the new booking page completed one (370 bookings in total). This is where new drivers book. Wayleadr now mostly gets drivers who arrive already decided, so 196 of its 160 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)	160	—	start
2 · Name & email	129	81%	-19%
3 · Phone & text alerts	124	96%	-4%
4 · License plate	123	99%	-1%
5 · Review & terms	122	99%	-1%
6 · Payment	121	99%	-1%
7 · Receipt (booked on this path)	99	82%	-18%
Reservations completed, all paths	570	$17,594 in booking revenue

Most of the drop-off is on one screen. 160 drivers reach choose time & duration (price shows) and 129 carry on to name & email, so 31 leave right there. The ladder tracks the standard booking path, so its last screen (99) sits below the 570 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	28	78%	79%	81%	61%
3 · Phone & text alerts	25	89%	94%	96%	73%
4 · License plate	25	100%	100%	99%	99%
5 · Review & terms	25	100%	100%	99%	97%
6 · Payment	24	96%	100%	99%	98%
7 · Receipt (booked on this path)	17	71%	90%	82%	66%
Completed on this checkout, of everyone who started	—	86%	107%	123%	69%

The phone & text alerts screen is where the ladder moved most. 96% of drivers carried on to phone & text alerts, against 73% in the prior 30 days, the largest change on the ladder. Over the last 30 days, 81% of drivers carried on from choose time & duration (price shows), up from 61% in the prior 30 days.

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	$2,131	172,292	6,576	3.82%	$0.32
Prior 30 days	$5,386	454,813	18,261	4.02%	$0.29

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 11 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 177 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 21 to Oct 27	Oct 28 to Nov 3	Change
Spend	$444	$377	-15%
Conversions	35	34	-4%
Cost / conversion	$13	$11	-11%

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.

$1,112

NZ - Search - Driver…

19 conv · $58 CPA

$928

NZ - Search - Brand

115 conv · $8.05 CPA

$766

NZ - PMax - Website

33 conv · $23 CPA

Active campaigns

Search + PMax

NZ - Search - Driver Booking 19 conv · $58 CPA

$1,112

NZ - Search - Brand 115 conv · $8.05 CPA

$928

NZ - PMax - Website 33 conv · $23 CPA

$766

NZ - Search - Business 10 conv · $55 CPA

$525

Campaign	Status	Spend	Conv.	Cost / conv.	CTR
NZ - Search - Driver Booking	Active	$1,112	19	$58	4.9%
NZ - Search - Brand	Active	$928	115	$8.05	29.5%
NZ - PMax - Website	Active	$766	33	$23	1.7%
NZ - Search - Business	Paused	$525	10	$55	7.3%
Total		$3,331	177	$19	-

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.

611Impressions

7.7%CTR

8Conversions

$37Cost / conv.

What people searched

Search term	Conv.	Cost / conv.
truck parking near me	1	$206
paid truck parking near me	1	$12
truck parking club near me	1	$2
truck parking lot near me	1	$6
truck stop	1	$3

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

138 reservations from ads, $4,326.