forSkibell Fine Jewelry
Google Ads Report · Last 30 days

65 real leads at $30 each.

Over the last 30 days, Google Ads drove 65 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 →
65
Real leads
down 1% vs prior 30 days
$1,934
Google spend
up 3% vs prior 30 days
$30
Cost / real lead
up 4% vs prior 30 days
59
Counted in Google
Counts actions we exclude
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 59 for this window. It also counts actions we do not treat as leads, which is why the two numbers differ.
The story

Three numbers that tell it.

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

01
48

Forms do the heavy lifting

48 of the 65 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 24.5 leads at about $20 each, the best cost per lead in the account. It is the engine we lean into next period.

03
271

In-store intent on top of that

Beyond the 65 leads, the ads drove 271 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 65 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.

37,443
Impressions
Times shown
1,765
Interactions
4.71% rate
1,259
Product views
Shopping browsing
271
Local actions
Directions + profile

Impressions per day

Impressions
Window total 37,443 impressionsShaded band = latest period

The funnel, one step at a time

Impressions people who saw an ad
37,443
Interactions clicks and engagements
1,765
Local actions directions, profile taps
271
Real leads forms, appointments, calls
65

Where the impressions came from

AC: Skibell | Search | Dallas 20% of impressions
7,526
NZ - PMax - Bridal 28% of impressions
10,415
NZ - PMax - Dallas - Services 27% of impressions
10,013
NZ - PMax - Dallas 25% of impressions
9,489
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.

65
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) 24.5 leads · $20 CPL
24.5
AC: Skibell | Search | Dallas (Search) 24 leads · $36 CPL
24
NZ - PMax - Dallas - Services (PMax) 11 leads · $38 CPL
11
NZ - PMax - Dallas (PMax) 5.5 leads · $27 CPL
5.5
CampaignTypeSpendReal leadsCost / lead
NZ - PMax - BridalPMax$50224.5$20
AC: Skibell | Search | DallasSearch$86924.0$36
NZ - PMax - Dallas - ServicesPMax$41611.0$38
NZ - PMax - DallasPMax$1465.5$27
Total$1,93465.0$30
What counts as a lead

The 65, 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 4874%
Phone calls 914%
Appointment requests 812%
Conversion actionWhat it measuresLeadsShare
Website form submita completed form on the website4366%
Schedule appointmenta tap on "Schedule Appointment", intent not a confirmed booking812%
Call buttona tap on the call button on mobile58%
Submit contact forma click on the contact-form button58%
Calls from adsa phone call connected from the ad46%
Total real leads65100%
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 59 for this window. It also counts actions we do not treat as leads, which is why the two numbers differ.
Google Ads · Local
Local & in-store demand

The signals a lead count misses.

Skibell Fine Jewelry is a walk-in business. Beyond the 65 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.

79
Driving directions
Requests to a store
130
Local engagements
Profile taps & actions
62
Local site visits
From the map listing
1,259
Product views
Shopping browsing

Which campaigns drive people to a store

NZ - PMax - Bridal 114 local actions
114
AC: Skibell | Search | Dallas 93 local actions
93
NZ - PMax - Dallas - Services 52 local actions
52
NZ - PMax - Dallas 12 local actions
12
i
Where the foot traffic comes from. NZ - PMax - Bridal produced the most store-visit activity (114 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 86% of all clicks
86%
Farmers Branch 25 clicks
1.8%
Plano 21 clicks
1.5%
Addison 16 clicks
1.2%
Irving 16 clicks
1.2%
Carrollton 13 clicks
0.9%

How they search

Mobile 73%
Tablet 6%
Desktop 21%
i
Almost everyone is on a phone or tablet. 79% 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. 86% 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 24.5 leads at $20 and 114 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 (51% of available impressions), with 39% 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