forSkibell Fine Jewelry
Google Ads Report · Last 30 days

71 real leads at $25 each.

Over the last 30 days, Google Ads drove 71 genuine leads — form submissions, appointment requests, and phone calls — at about $25 each. Google's dashboard shows a far larger conversion count, but almost all of that is a phone-tracking tag firing in error. This report counts only real leads, and we are fixing the tag.

See the campaign split ↓What counts as a lead →
71
Real leads
Forms, appointments, calls
$1,806
Google spend
Last 30 days
$25
Cost / real lead
The number that counts
2,174
Shown in Google
Mostly a tracking misfire
We report real leads, not Google's raw conversion count. A duplicated phone-tracking tag inflates that count roughly 30x, so Google shows a $0.83 cost that is not real. Hover the last tile for detail.
The story

Three numbers that tell it.

What actually drove leads this period, and the one tracking issue that makes Google's dashboard look better than reality.

01
50

Forms do the heavy lifting

50 of the 71 leads are website form submissions and contact-form clicks. Half again as many as calls and appointments combined. The site is converting search demand into inquiries.

02
$19

PMax Dallas is the most efficient

Performance Max in Dallas produced 21.5 leads at about $19 each, the best cost per lead in the account. It is the engine we lean into next period.

03
2,021

What we are not counting

Google logged 2,021 "call" conversions from a GA4 phone tag duplicated across two containers. That is the misfire inflating the dashboard. We exclude it entirely and are fixing the duplicate tag.

Google Ads · Reach
Reach & engagement

Before a lead, there is attention.

The 71 leads sit at the bottom of a much wider funnel. Here is the full picture of how many people saw Skibell, engaged, browsed product, and acted, so the top-of-funnel work gets the credit it earns.

190,375
Impressions
Times shown
4,913
Interactions
2.58% rate
5,233
Product views
Shopping browsing
729
Local actions
Directions + profile

Impressions per day

Impressions
Window total 190,375 impressionsShaded band = latest 7 days

The funnel, one step at a time

Impressions people who saw an ad
190,375
Product views browsed a piece or the storefront
5,233
Interactions clicks and engagements
4,913
Local actions directions, profile taps
729
Real leads forms, appointments, calls
71

Where the impressions came from

NZ - PMax - Dallas 60% of impressions
114,131
NZ - PMax - Dallas - Services 32% of impressions
60,387
NZ - PMax - Bridal 5% of impressions
9,208
Jewelry Repair (Search) high intent, low volume
3,242
Master - General & Gold Buying combined
3,407
i
Performance Max is the reach engine. The two Dallas PMax campaigns delivered 92% of all impressions and nearly every product view, putting Skibell in front of DFW shoppers across Search, Shopping, Maps, and YouTube. The Search campaigns show tiny impression volume by design: they catch high-intent queries like jewelry repair, not broad awareness.
!
One easy win on reach: video. The account served only 22 video views this window, so YouTube inventory inside PMax is barely being used. Adding a few short video assets would open a large, low-cost reach channel, exactly the kind of top-of-funnel exposure that builds a jewelry brand.
Campaign split

Where the budget worked.

Spend and real leads by campaign. PMax carries volume; Jewelry Repair is the strongest Search line.

71
Real leads
Forms + appts + calls
$25
Cost / real lead
Blended
$19
Best cost / lead
PMax Dallas
6
Active campaigns
Search + PMax
NZ - PMax - Dallas 21.5 leads · $19 CPL
21.5
Jewelry Repair (Search) 17 leads · $24 CPL
17
NZ - PMax - Dallas - Services 15 leads · $28 CPL
15
Master - General (Search) 11 leads · $17 CPL
11
NZ - PMax - Bridal 6.5 leads · $36 CPL
6.5
NZ - Gold Buying (Search) 0 leads · $139 spend
0
CampaignTypeSpendReal leadsCost / lead
NZ - PMax - DallasPMax$41321.5$19
Jewelry RepairSearch$40717.0$24
NZ - PMax - Dallas - ServicesPMax$42615.0$28
Master - GeneralSearch$19111.0$17
NZ - PMax - BridalPMax$2316.5$36
NZ - Gold BuyingSearch$1390.0—
Total$1,80671.0$25
i
One line to watch: NZ - Gold Buying spent $139 with no real leads this window. It is the first candidate to pause or rework so that budget moves to PMax Dallas, where leads cost about $19.
What counts as a lead

The 71, broken down.

Every real lead is one of these six actions. The large phone number Google reports separately is a tracking error, shown below the line.

The lead mix

Website & contact forms 5070%
Phone calls 1420%
Appointment requests 710%
Conversion actionWhat it measuresLeadsShare
Website form submita completed form on the website4462%
Clicks to calla tap on the phone number, before the call connects811%
Schedule appointmenta tap on "Schedule Appointment" — intent, not a confirmed booking710%
Submit contact forma click on the contact-form button68%
Call button (GA4)a tap on the call button on mobile46%
Calls from adsa phone call connected from the ad23%
Total real leads71100%
!
Why Google's number is bigger. The dashboard also counts 2,021 "call_conversion" events from a GA4 phone tag that is duplicated across two tag containers, so it fires roughly 30x real call volume. That pushes Google's total to 2,174 and shows a fake $0.83 cost per conversion. We leave it out of every number on this page and are removing the duplicate tag at the source.
Google Ads · Local
Local & in-store demand

The signals a lead count misses.

Skibell is a walk-in business. Beyond the 71 leads, Google Ads drove a large volume of store-visit and product-browsing activity. We keep these out of the lead number so it stays honest, but for a multi-store jeweler they are real intent worth watching.

180
Driving directions
Requests to a store
507
Local engagements
Profile taps & actions
42
Local site visits
From the map listing
5,233
Product views
Shopping browsing

Which campaigns drive people to a store

NZ - PMax - Bridal 280 local actions
280
Master - General (Search) 183 local actions
183
NZ - PMax - Dallas - Services 131 local actions
131
Jewelry Repair (Search) 85 local actions
85
NZ - PMax - Dallas 31 local actions
31
NZ - Gold Buying (Search) 19 local actions
19
i
Bridal browses, then visits. Bridal Performance Max produced the most store-visit activity (280 local actions) even though it books fewer online leads. That fits how people buy engagement rings: they research online and finish in person. The takeaway is that Bridal is pulling its weight in foot traffic that the online lead count alone would understate.
Where the demand is

Who is searching, and from where.

The clicks are heavily Dallas and heavily mobile. That shapes which stores we push and how the ads and landing pages need to look.

Top locations by clicks

Dallas 70% of all clicks
70%
Fort Worth 132 clicks
2.8%
Plano 111 clicks
2.3%
Arlington 93 clicks
2.0%
Irving 75 clicks
1.6%
Garland & Grand Prairie 134 clicks
2.8%

How they search

Mobile 74%
Tablet 23%
Desktop 3%
74%
Mobile
23%
Tablet
3%
Desktop
i
Almost everyone is on a phone or tablet. 97% of clicks are mobile or tablet, and tablet at 23% is high for the category, the classic couch-browsing pattern for jewelry. Every ad and landing page has to look right on a small screen first. Desktop can be trimmed to protect budget.
i
Dallas carries the account. Seven in ten clicks come from the city of Dallas, with the DFW suburbs filling in the rest. That concentration is an opportunity: the suburbs with real volume, Plano, Fort Worth, Arlington, are where we can grow next by pointing budget at the nearest store.
What's next

Where we take it from here.

Each move ties back to what this window proved.

Primary move

Fix the tracking, then scale the winners.

Remove the duplicate call tag so the account optimizes on real leads, then shift budget from Gold Buying into PMax Dallas and Jewelry Repair, the two lines producing leads at $19 to $24.

What we do
Dedupe the call_conversion tag; reallocate budget to PMax Dallas.
Evidence
$19 CPL on PMax Dallas vs $0 leads on Gold Buying.
Risk
Fixing the tag resets Smart Bidding signals briefly; we scale in steps.
We need
Your read on lead quality by campaign.
Operating plan

The next window.

  • Remove the duplicate call tag so real calls are counted once and bidding optimizes correctly.
  • Trim primary conversions to forms, appointments, and calls, so the account chases real leads.
  • Expand Jewelry Repair, the highest-intent Search line, around the queries already converting.
  • Lift Search impression share, currently near 10%, by improving bids and quality where rank is losing impressions.
The next chapter

Now we run it.

We clean up the tracking, put budget behind the campaigns that produce real leads, and bring the true cost per lead down each period. Tell us how the leads land and we steer toward the appointments you want to book.

Talk through the plan