forSkibell Fine Jewelry
Google Ads Report · October 2026

11 real leads at $181 each.

Over October 2026, Google Ads drove 11 genuine leads for Skibell Fine Jewelry: completed contact forms and connected phone calls, at about $181 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 →
11
Real leads
down 15% vs prior month
$1,993
Google spend
down 2% vs prior month
$181
Cost / real lead
up 16% vs prior month
47
Counted in Google
Counts actions we exclude
Real leads counts only the conversion actions that mean somebody contacted the business: completed contact forms and phone calls of 60 seconds or more. Google's own conversion column reads 47 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
7

Forms do the heavy lifting

7 of the 11 leads are completed contact forms on the website, the largest single source. The site is converting search demand into inquiries.

02
$146

The most efficient campaign

AC: Skibell | Search | Dallas produced 6 leads at about $146 each, the best cost per lead in the account. It is the engine we lean into next period.

03
419

In-store intent on top of that

Beyond the 11 leads, the ads drove 419 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 11 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.

31,509
Impressions
Times shown
1,398
Interactions
4.44% rate
1,223
Product views
Shopping browsing
419
Local actions
Directions + profile

Impressions per day

Impressions
Window total 31,509 impressionsShaded band = latest period

The funnel, one step at a time

Impressions people who saw an ad
31,509
Interactions clicks and engagements
1,398
Local actions directions, profile taps
419
Real leads forms and calls
11

Where the impressions came from

AC: Skibell | Search | Dallas 25% of impressions
7,863
NZ - PMax - Bridal 29% of impressions
9,094
NZ - PMax - Dallas - Services 27% of impressions
8,610
NZ - PMax - Dallas 19% of impressions
5,942
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.

11
Real leads
Forms + calls
$181
Cost / real lead
Blended
$146
Best cost / lead
AC: Skibell | Search | Dallas
4
Active campaigns
Search + PMax
AC: Skibell | Search | Dallas (Search) 6 leads · $146 CPL
6
NZ - PMax - Dallas - Services (PMax) 3 leads · $148 CPL
3
NZ - PMax - Bridal (PMax) 1 leads · $525 CPL
1
NZ - PMax - Dallas (PMax) 1 leads · $146 CPL
1
CampaignTypeSpendReal leadsCost / lead
AC: Skibell | Search | DallasSearch$8786.0$146
NZ - PMax - Dallas - ServicesPMax$4443.0$148
NZ - PMax - BridalPMax$5251.0$525
NZ - PMax - DallasPMax$1461.0$146
Total$1,99311.0$181
What counts as a lead

The 11, 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

Contact forms 764%
Phone calls 436%
Conversion actionWhat it measuresLeadsShare
Contact forma completed contact form on the website764%
Calls from adsa phone call from the ad lasting 60 seconds or more436%
Total real leads11100%
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 47 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 11 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.

96
Driving directions
Requests to a store
260
Local engagements
Profile taps & actions
63
Local site visits
From the map listing
1,223
Product views
Shopping browsing

Which campaigns drive people to a store

NZ - PMax - Bridal 253 local actions
253
AC: Skibell | Search | Dallas 99 local actions
99
NZ - PMax - Dallas - Services 55 local actions
55
NZ - PMax - Dallas 12 local actions
12
i
Where the foot traffic comes from. NZ - PMax - Bridal produced the most store-visit activity (253 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 87% of all clicks
87%
Addison 20 clicks
1.7%
Plano 16 clicks
1.4%
Farmers Branch 16 clicks
1.4%
Carrollton 9 clicks
0.8%
Highland Park 9 clicks
0.8%

How they search

Mobile 69%
Tablet 4%
Desktop 26%
i
Almost everyone is on a phone or tablet. 74% 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. 87% 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
$146 per lead on AC: Skibell | Search | Dallas, against $181 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.

  • 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 (56% of available impressions), with 33% 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