forSkibell Fine Jewelry
Google Ads Report · Last 30 days

63 real leads at $30 each.

Over the last 30 days, Google Ads drove 63 genuine leads for Skibell Fine Jewelry: completed forms, appointment requests, and connected phone calls, at about $30 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 →
63
Real leads
down 24% vs prior 30 days
$1,890
Google spend
down 8% vs prior 30 days
$30
Cost / real lead
up 22% vs prior 30 days
61
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 61 for this window, in line with the 63 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
32

Forms do the heavy lifting

32 of the 63 leads are website form submissions and contact-form clicks, the largest single source. The site is converting search demand into inquiries.

02
$20

The most efficient campaign

NZ - PMax - Bridal produced 25.3 leads at about $20 each, the best cost per lead in the account. It is the engine we lean into next period.

03
366

In-store intent on top of that

Beyond the 63 leads, the ads drove 366 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 63 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.

61,065
Impressions
Times shown
4,226
Interactions
6.92% rate
2,622
Product views
Shopping browsing
366
Local actions
Directions + profile

Impressions per day

Impressions
Window total 61,065 impressionsShaded band = latest period

The funnel, one step at a time

Impressions people who saw an ad
61,065
Interactions clicks and engagements
4,226
Local actions directions, profile taps
366
Real leads forms, appointments, calls
63

Where the impressions came from

AC: Skibell | Search | Dallas 11% of impressions
6,555
NZ - PMax - Bridal 27% of impressions
16,555
NZ - PMax - Dallas - Services 31% of impressions
19,170
NZ - PMax - Dallas 31% of impressions
18,785
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.

63
Real leads
Forms + appts + calls
$30
Cost / real lead
Blended
$20
Best cost / lead
NZ - PMax - Bridal
4
Active campaigns
Search + PMax
NZ - PMax - Bridal (PMax) 25.3 leads · $20 CPL
25.3
AC: Skibell | Search | Dallas (Search) 20 leads · $39 CPL
20
NZ - PMax - Dallas - Services (PMax) 11.4 leads · $39 CPL
11.4
NZ - PMax - Dallas (PMax) 6 leads · $28 CPL
6
CampaignTypeSpendReal leadsCost / lead
NZ - PMax - BridalPMax$49425.3$20
AC: Skibell | Search | DallasSearch$78320.0$39
NZ - PMax - Dallas - ServicesPMax$44611.4$39
NZ - PMax - DallasPMax$1676.0$28
Total$1,89062.7$30
What counts as a lead

The 63, 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 3251%
Phone calls 1422%
Appointment requests 1727%
Conversion actionWhat it measuresLeadsShare
Website form submita completed form on the website2743%
Schedule appointmenta tap on "Schedule Appointment", intent not a confirmed booking1727%
Call buttona tap on the call button on mobile914%
Calls from adsa phone call connected from the ad58%
Submit contact forma click on the contact-form button58%
Total real leads63100%
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 61 for this window, in line with the 63 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 63 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.

93
Driving directions
Requests to a store
217
Local engagements
Profile taps & actions
56
Local site visits
From the map listing
2,622
Product views
Shopping browsing

Which campaigns drive people to a store

NZ - PMax - Bridal 206 local actions
206
AC: Skibell | Search | Dallas 86 local actions
86
NZ - PMax - Dallas - Services 53 local actions
53
NZ - PMax - Dallas 21 local actions
21
i
Where the foot traffic comes from. NZ - PMax - Bridal produced the most store-visit activity (206 local actions) this window. On top of that, Google modelled 2 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%
Carrollton 35 clicks
1.8%
Farmers Branch 34 clicks
1.7%
Irving 29 clicks
1.5%
Grand Prairie 22 clicks
1.1%
Richardson 21 clicks
1.1%

How they search

Mobile 77%
Tablet 12%
Desktop 11%
i
Almost everyone is on a phone or tablet. 89% 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
$20 per lead on NZ - PMax - Bridal, against $30 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 25.3 leads at $20 and 206 local actions this window.
  • Expand the best Search line around the queries already converting.
  • Lift Search impression share from 10%: most of what we lose goes to ad rank (57% of available impressions), with 32% 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