Paid Media Report · Skibell Fine Jewelry

Real leads

Forms, appointments, calls

$1,964

Google spend

Last 30 days

$33

Cost / real lead

The number that counts

486

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.

Forms do the heavy lifting

21 of the 60 leads are website form submissions and contact-form clicks, the largest single source. The site is converting search demand into inquiries.

$24

The most efficient campaign

NZ - PMax - Dallas - Services produced 20 leads at about $24 each, the best cost per lead in the account. It is the engine we lean into next period.

585

What we are not counting

Google logged 585 "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 60 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.

137,260

Impressions

Times shown

4,015

Interactions

2.93% rate

4,624

Product views

Shopping browsing

401

Local actions

Directions + profile

Impressions per day

Impressions

Window total 137,260 impressionsShaded band = latest period

The funnel, one step at a time

Impressions people who saw an ad

137,260

Product views browsed a piece or the storefront

4,624

Interactions clicks and engagements

4,015

Local actions directions, profile taps

401

Real leads forms, appointments, calls

Where the impressions came from

AC: Skibell | Search | Dallas 4% of impressions

5,297

NZ - PMax - Dallas - Services 48% of impressions

66,313

NZ - PMax - Dallas 41% of impressions

56,231

NZ - PMax - Bridal 6% of impressions

8,845

Master - General 0% of impressions

347

NZ - Gold Buying 0% of impressions

227

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

$33

Cost / real lead

Blended

$24

Best cost / lead

NZ - PMax - Dallas - Services

Active campaigns

Search + PMax

NZ - PMax - Dallas - Services (PMax) 20 leads · $24 CPL

AC: Skibell | Search | Dallas (Search) 16 leads · $42 CPL

NZ - PMax - Bridal (PMax) 14 leads · $24 CPL

NZ - PMax - Dallas (PMax) 10.3 leads · $39 CPL

10.3

Master - General (Search) 0 leads · $49 spend

NZ - Gold Buying (Search) 0 leads · $30 spend

Campaign	Type	Spend	Real leads	Cost / lead
NZ - PMax - Dallas - Services	PMax	$474	20.0	$24
AC: Skibell \| Search \| Dallas	Search	$672	16.0	$42
NZ - PMax - Bridal	PMax	$334	14.0	$24
NZ - PMax - Dallas	PMax	$405	10.3	$39
Master - General	Search	$49	0.0	—
NZ - Gold Buying	Search	$30	0.0	—
Total		$1,964	60.2	$33

One line to watch: Master - General spent $49 with no real leads this window. It is the first candidate to pause or rework so that budget moves to NZ - PMax - Dallas - Services, where leads cost about $24.

What counts as a lead

The 60, 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 2135%

Phone calls 2542%

Appointment requests 1423%

Conversion action	What it measures	Leads	Share
Website form submit	a completed form on the website	19	32%
Schedule appointment	a tap on "Schedule Appointment", intent not a confirmed booking	14	23%
Call button (GA4)	a tap on the call button on mobile	10	17%
Clicks to call	a tap on the phone number, before the call connects	9	15%
Calls from ads	a phone call connected from the ad	6	10%
Submit contact form	a click on the contact-form button	2	3%
Total real leads		60	100%

Why Google's number is bigger. The dashboard also counts 585 "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 486 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 60 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.

105

Driving directions

Requests to a store

261

Local engagements

Profile taps & actions

Local site visits

From the map listing

4,624

Product views

Shopping browsing

Which campaigns drive people to a store

NZ - PMax - Bridal 146 local actions

146

NZ - PMax - Dallas - Services 110 local actions

110

NZ - PMax - Dallas 64 local actions

AC: Skibell | Search | Dallas 50 local actions

Master - General 18 local actions

NZ - Gold Buying 13 local actions

Where the foot traffic comes from. NZ - PMax - Bridal produced the most store-visit activity (146 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 76% of all clicks

76%

Fort Worth 75 clicks

2.1%

Arlington 53 clicks

1.5%

Irving 45 clicks

1.3%

Farmers Branch 45 clicks

1.3%

Plano 44 clicks

1.2%

How they search

Mobile 79%

Tablet 15%

Desktop 6%

Almost everyone is on a phone or tablet. 94% 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.

Dallas carries the account. 76% 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: $24 CPL on NZ - PMax - Dallas - Services.
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