Paid Media Report · Skibell Fine Jewelry

Real leads

Forms, appointments, calls

$1,713

Google spend

Last 30 days

$29

Cost / real lead

The number that counts

243,299

Impressions

Times shown across DFW

Real leads are form submissions, appointment requests, and phone calls. Store visits and product browsing are counted separately, further down this page.

The story

Three numbers that tell it.

What actually drove leads this period, and where the next gain is.

Forms do the heavy lifting

37 of the 58 leads are website form submissions and contact-form clicks, the largest single source. The site is converting search demand into inquiries.

$10

The most efficient campaign

Master - General produced 13 leads at about $10 each, the best cost per lead in the account. It is the engine we lean into next period.

126

Store visits start here

Beyond the online leads, the campaigns produced 126 requests for driving directions and 395 local engagements. For a walk-in jeweler, that is real demand the lead count alone does not show.

Google Ads · Reach

Reach & engagement

Before a lead, there is attention.

The 58 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.

243,299

Impressions

Times shown

5,895

Interactions

2.42% rate

6,109

Product views

Shopping browsing

550

Local actions

Directions + profile

Impressions per day

Impressions

Window total 243,299 impressionsShaded band = latest period

The funnel, one step at a time

Impressions people who saw an ad · 100% of impressions

243,299

Product views browsed a piece or the storefront · 2.5% of impressions

6,109

Interactions clicks and engagements · 2.4% of impressions

5,895

Local actions directions, profile taps · 0.23% of impressions

550

Real leads forms, appointments, calls · 0.02% of impressions

Where the impressions came from

AC: Skibell | Search | Dallas 1% of impressions

3,393

NZ - PMax - Dallas - Services 38% of impressions

93,368

NZ - PMax - Dallas 56% of impressions

135,814

NZ - PMax - Bridal 4% of impressions

8,542

Master - General 1% of impressions

1,321

NZ - Gold Buying 0% of impressions

861

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.

Real leads

Forms + appts + calls

$29

Cost / real lead

Blended

$10

Best cost / lead

Master - General

Active campaigns

Search + PMax

NZ - PMax - Dallas - Services (PMax) 16 leads · $27 CPL

Master - General (Search) 13 leads · $10 CPL

NZ - PMax - Bridal (PMax) 11 leads · $22 CPL

AC: Skibell | Search | Dallas (Search) 10 leads · $43 CPL

NZ - PMax - Dallas (PMax) 8.3 leads · $50 CPL

8.3

NZ - Gold Buying (Search) 0 leads · $85 spend

Campaign	Type	Spend	Real leads	Cost / lead
NZ - PMax - Dallas - Services	PMax	$426	16.0	$27
Master - General	Search	$127	13.0	$10
NZ - PMax - Bridal	PMax	$238	11.0	$22
AC: Skibell \| Search \| Dallas	Search	$428	10.0	$43
NZ - PMax - Dallas	PMax	$409	8.3	$50
NZ - Gold Buying	Search	$85	0.0	—
Total		$1,713	58.2	$29

One line to watch: NZ - Gold Buying spent $85 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 $10.

What counts as a lead

The 58, broken down.

Every real lead is one of these actions, exactly as your team receives them.

The lead mix

Website & contact forms 3764%

Phone calls 915%

Appointment requests 1221%

Conversion action	What it measures	Leads	Share
Website form submit	a completed form on the website	34	59%
Schedule appointment	a tap on "Schedule Appointment", intent not a confirmed booking	12	21%
Call button	a tap on the call button on mobile	4	7%
Clicks to call	a tap on the phone number, before the call connects	3	5%
Submit contact form	a click on the contact-form button	3	5%
Calls from ads	a phone call connected from the ad	2	3%
Total real leads		58	100%

Forms and appointments carry the account. 49 of the 58 leads are form submissions and appointment requests; the other 9 are phone calls. Appointment requests are taps on "Schedule Appointment", so they signal intent rather than a confirmed booking. How fast your team follows up is what turns them into a visit.

Google Ads · Local

Local & in-store demand

The signals a lead count misses.

Skibell Fine Jewelry is a walk-in business. Beyond the 58 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.

126

Driving directions

Requests to a store

395

Local engagements

Profile taps & actions

Local site visits

From the map listing

6,109

Product views

Shopping browsing

Which campaigns drive people to a store

NZ - PMax - Bridal 278 local actions

278

Master - General 144 local actions

144

NZ - PMax - Dallas - Services 60 local actions

AC: Skibell | Search | Dallas 40 local actions

NZ - Gold Buying 19 local actions

NZ - PMax - Dallas 9 local actions

Where the foot traffic comes from. NZ - PMax - Bridal produced the most store-visit activity (278 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.

Seven in ten clicks come from Dallas itself, and almost all of them from a phone or tablet. That shapes which stores we push and how the ads and landing pages need to look.

Top locations by clicks

3,936

Clicks from Dallas

70% of every click in the account

The suburbs, ranked

Fort Worth 2.7% of all clicks

155

Arlington 2.2% of all clicks

122

Plano 2.1% of all clicks

117

Grand Prairie 1.7% of all clicks

Irving 1.6% of all clicks

Garland 1.5% of all clicks

How they search

Mobile 4,29876%

Tablet 1,22622%

Desktop 1483%

Almost everyone is on a phone or tablet. 5,524 of 5,672 clicks, or 97%, come from mobile or tablet. Every ad and landing page has to look right on a small screen first. Desktop can be trimmed to protect budget.

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

Put the budget behind what converts.

Move spend out of the line that is not producing and into the campaigns already delivering leads at the lowest cost.

What we do: Rework or pause NZ - Gold Buying and push that budget into Master - General and the PMax lines converting at $22 to $27.
Evidence: $10 cost per lead on Master - General; $85 spent on Gold Buying with no leads.
Risk: Scaling a small Search line can lift its cost per lead, so we move in steps and watch each one.
We need: Your read on lead quality by campaign.

Operating plan

The next window.

Reallocate the Gold Buying budget to the campaigns converting between $10 and $27 per lead.
Expand the best Search line around the queries already converting.
Lift Search impression share by improving bids and quality where rank is losing impressions.
Build mobile first in ads and landing pages: 97% of clicks come from a phone or tablet.

The next chapter

Now we run it.

We put budget behind the campaigns that produce real leads, grow the suburbs around each store, and bring the 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