forSkibell Fine Jewelry
Google Ads Report · Last 30 days

76 real leads at $27 each.

Over the last 30 days, Google Ads drove 76 genuine leads for Skibell Fine Jewelry: completed forms, appointment requests, and connected phone calls, at about $27 each. This report counts only those actions. Softer signals such as driving directions, profile taps and product views are real interest, but they are not someone contacting the store, so they are reported separately under Local.

See the campaign split ↓What counts as a lead →
76
Real leads
Forms, appointments, calls
$2,057
Google spend
Last 30 days
$27
Cost / real lead
The number that counts
75
Counted in Google
In line with our lead count
Real leads counts only the conversion actions that mean somebody contacted the business: completed forms, appointment requests and connected calls. Google's own conversion column reads 75 for this window, in line with the 76 leads we report.
The story

Three numbers that tell it.

What actually drove leads this period, and where the demand shows up beyond the lead count.

01
37

Forms do the heavy lifting

37 of the 76 leads are website form submissions and contact-form clicks, the largest single source. The site is converting search demand into inquiries.

02
$13

The most efficient campaign

NZ - PMax - Dallas produced 22.8 leads at about $13 each, the best cost per lead in the account. It is the engine we lean into next period.

03
459

In-store intent on top of that

Beyond the 76 leads, the ads drove 459 local actions: driving directions, profile taps and visits from the map listing. We keep these out of the lead count, but for a walk-in jeweler they are real demand.

Google Ads · Reach
Reach & engagement

Before a lead, there is attention.

The 76 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.

50,668
Impressions
Times shown
2,327
Interactions
4.59% rate
2,832
Product views
Shopping browsing
459
Local actions
Directions + profile

Impressions per day

Impressions
Window total 50,668 impressionsShaded band = latest period

The funnel, one step at a time

Impressions people who saw an ad
50,668
Interactions clicks and engagements
2,327
Local actions directions, profile taps
459
Real leads forms, appointments, calls
76

Where the impressions came from

AC: Skibell | Search | Dallas 13% of impressions
6,493
NZ - PMax - Dallas - Services 48% of impressions
24,203
NZ - PMax - Bridal 20% of impressions
10,384
NZ - PMax - Dallas 19% of impressions
9,588
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.

76
Real leads
Forms + appts + calls
$27
Cost / real lead
Blended
$13
Best cost / lead
NZ - PMax - Dallas
4
Active campaigns
Search + PMax
NZ - PMax - Dallas (PMax) 22.8 leads · $13 CPL
22.8
AC: Skibell | Search | Dallas (Search) 22 leads · $40 CPL
22
NZ - PMax - Bridal (PMax) 18.4 leads · $23 CPL
18.4
NZ - PMax - Dallas - Services (PMax) 13 leads · $36 CPL
13
CampaignTypeSpendReal leadsCost / lead
NZ - PMax - DallasPMax$28722.8$13
AC: Skibell | Search | DallasSearch$87922.0$40
NZ - PMax - BridalPMax$42918.4$23
NZ - PMax - Dallas - ServicesPMax$46313.0$36
Total$2,05776.2$27
What counts as a lead

The 76, broken down.

Every real lead is one of these actions. Here is what each one actually measures, so the number is never bigger than what it stands for.

The lead mix

Website & contact forms 3749%
Phone calls 2431%
Appointment requests 1520%
Conversion actionWhat it measuresLeadsShare
Website form submita completed form on the website3445%
Schedule appointmenta tap on "Schedule Appointment", intent not a confirmed booking1520%
Call buttona tap on the call button on mobile1317%
Calls from adsa phone call connected from the ad1114%
Submit contact forma click on the contact-form button34%
Total real leads76100%
i
What is deliberately left out. Taps on a phone number that never connect to a call, driving directions, profile taps, product views and modelled store visits are all real interest, but none of them is a person reaching the business, so none of them counts as a lead here. They are reported on their own further down. Google's own conversion column reads 75 for this window, in line with the 76 leads we report.
Google Ads · Local
Local & in-store demand

The signals a lead count misses.

Skibell Fine Jewelry is a walk-in business. Beyond the 76 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.

129
Driving directions
Requests to a store
281
Local engagements
Profile taps & actions
49
Local site visits
From the map listing
2,832
Product views
Shopping browsing

Which campaigns drive people to a store

AC: Skibell | Search | Dallas 148 local actions
148
NZ - PMax - Bridal 125 local actions
125
NZ - PMax - Dallas - Services 115 local actions
115
NZ - PMax - Dallas 71 local actions
71
i
Where the foot traffic comes from. AC: Skibell | Search | Dallas produced the most store-visit activity (148 local actions) this window. On top of that, Google modelled 42 store visits from these campaigns, an estimate rather than a counted action. 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 82% of all clicks
82%
Farmers Branch 30 clicks
1.8%
Addison 26 clicks
1.5%
Fort Worth 25 clicks
1.5%
Carrollton 20 clicks
1.2%
Arlington 16 clicks
1.0%

How they search

Mobile 79%
Tablet 8%
Desktop 13%
i
Almost everyone is on a phone or tablet. 87% 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. 82% 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 toward the campaigns producing leads most efficiently, and tighten the Search line so it buys high-intent queries instead of broad ones.

What we do
Reallocate budget to the best-performing campaigns and tighten Search targeting.
Evidence
$13 per lead on NZ - PMax - Dallas, against $27 blended.
Risk
Moving budget resets Smart Bidding signals briefly; we scale in steps.
We need
Anything you are seeing on the showroom floor that these numbers do not show.
Operating plan

The next window.

  • Grow the bridal line, which produced 18.4 leads at $23 and 125 local actions this window.
  • Expand the best Search line around the queries already converting.
  • Lift Search impression share from 11%: most of what we lose goes to ad rank (47% of available impressions), with 43% lost to budget.
The next chapter

Now we run it.

We put the budget behind the campaigns that produce real leads, keep the lead count honest about what it stands for, 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