forSkibell Fine Jewelry
Google Ads Report · Last 30 days

71 real leads at $26 each.

Over the last 30 days, Google Ads drove 71 genuine leads — form submissions, appointment requests, and phone calls — at about $26 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
$1,813
Google spend
Last 30 days
$26
Cost / real lead
The number that counts
2,131
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, so Google shows a 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, the largest single source. The site is converting search demand into inquiries.

02
$17

The most efficient campaign

Master - General produced 11 leads at about $17 each, the best cost per lead in the account. It is the engine we lean into next period.

03
1,979

What we are not counting

Google logged 1,979 "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 Fine Jewelry, engaged, browsed product, and acted.

201,130
Impressions
Times shown
5,123
Interactions
2.55% rate
5,392
Product views
Shopping browsing
702
Local actions
Directions + profile

Impressions per day

Impressions
Window total 201,130 impressionsShaded band = latest period

The funnel, one step at a time

Impressions people who saw an ad
201,130
Product views browsed a piece or the storefront
5,392
Interactions clicks and engagements
5,123
Local actions directions, profile taps
702
Real leads forms, appointments, calls
71

Where the impressions came from

NZ - PMax - Dallas - Services 32% of impressions
63,665
NZ - PMax - Dallas 60% of impressions
121,306
Jewelry Repair 2% of impressions
3,205
NZ - PMax - Bridal 5% of impressions
9,566
Master - General 1% of impressions
1,990
NZ - Gold Buying 1% of impressions
1,398
i
Performance Max is the reach engine. The PMax campaigns deliver the large majority of impressions and nearly every product view, putting Skibell Fine Jewelry in front of DFW shoppers across Search, Shopping, Maps, and YouTube. The Search campaigns show small impression volume by design: they catch high-intent queries, not broad awareness.
Campaign split

Where the budget worked.

Spend and real leads by campaign. PMax carries volume; Search catches high-intent demand.

71
Real leads
Forms + appts + calls
$26
Cost / real lead
Blended
$17
Best cost / lead
Master - General
6
Active campaigns
Search + PMax
NZ - PMax - Dallas (PMax) 21.5 leads · $19 CPL
21.5
NZ - PMax - Dallas - Services (PMax) 16 leads · $27 CPL
16
Jewelry Repair (Search) 16 leads · $26 CPL
16
Master - General (Search) 11 leads · $17 CPL
11
NZ - PMax - Bridal (PMax) 6.5 leads · $36 CPL
6.5
NZ - Gold Buying (Search) 0 leads · $142 spend
0
CampaignTypeSpendReal leadsCost / lead
NZ - PMax - DallasPMax$41421.5$19
NZ - PMax - Dallas - ServicesPMax$42416.0$27
Jewelry RepairSearch$41116.0$26
Master - GeneralSearch$19011.0$17
NZ - PMax - BridalPMax$2326.5$36
NZ - Gold BuyingSearch$1420.0—
Total$1,81371.0$26
i
One line to watch: NZ - Gold Buying spent $142 with no real leads this window. It is the first candidate to pause or rework so that budget moves to Master - General, where leads cost about $17.
What counts as a lead

The 71, broken down.

Every real lead is one of these 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 1521%
Appointment requests 68%
Conversion actionWhat it measuresLeadsShare
Website form submita completed form on the website4462%
Clicks to calla tap on the phone number, before the call connects913%
Schedule appointmenta tap on "Schedule Appointment", intent not a confirmed booking68%
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 1,979 "call_conversion" events from a GA4 phone tag that is duplicated across two tag containers, so it fires far above real call volume. That pushes Google's total to 2,131 and shows a cost per conversion that is not real. 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 Fine Jewelry 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.

178
Driving directions
Requests to a store
483
Local engagements
Profile taps & actions
41
Local site visits
From the map listing
5,392
Product views
Shopping browsing

Which campaigns drive people to a store

NZ - PMax - Bridal 266 local actions
266
Master - General 180 local actions
180
NZ - PMax - Dallas - Services 127 local actions
127
Jewelry Repair 80 local actions
80
NZ - PMax - Dallas 30 local actions
30
NZ - Gold Buying 19 local actions
19
i
Where the foot traffic comes from. NZ - PMax - Bridal produced the most store-visit activity (266 local actions) this window. For a jeweler, that in-person intent is real value the online lead count alone understates.
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
2.7%
Plano 116 clicks
2.3%
Arlington 93 clicks
1.9%
Irving 81 clicks
1.6%
Garland 78 clicks
1.6%

How they search

Mobile 75%
Tablet 22%
Desktop 3%
i
Almost everyone is on a phone or tablet. 97% of clicks are mobile or tablet. 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. 70% of 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 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 toward the campaigns producing leads most efficiently.

What we do
Dedupe the call_conversion tag; reallocate budget to the best campaigns.
Evidence
$17 CPL on Master - General.
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 the best Search line around the queries already converting.
  • Lift Search impression share 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