Performance Report
Google Ads WIP
Last 30 days: 21 Apr – 20 May 2026 | Account: 487-704-8289
Total Spend
$7,743
Last 30 days
Total Clicks
1,989
Avg CPC $3.89
Key Events
178
Primary key events only
Blended CPL
$43.50
Based on primary key events
Campaign Breakdown Click a row to expand conversion actions
Showing: Last 30 Days (21 Apr – 20 May 2026)
| Campaign | Spend | Clicks | CPC | CTR | Key Events | Search IS |
|---|
Conversion tracking note: Phone click (web) is currently a primary conversion action. Reclassifying to secondary per the May 12 agreement so the campaign optimises for actual call duration and form submits. The callback form submit is the real lead signal from PMAX.
Key Insights
PMAX is carrying the account
74% of L30 spend, 92.6% of all clicks. Delivered 36 form submit conversions in 30 days alongside 141 phone clicks. Search IS at 19.7% — room to grow with budget restructure pushing more to competitor targeting. IS improving in recent weeks: 25.6% in last 7 days.
Generic campaign: zero lead return — and getting worse
In the last 7 days, generic spend ($1,350) has overtaken PMAX spend ($1,288) with zero lead conversions across all three periods. Only micro-actions (direction taps, local panel clicks) recorded. CPL on meaningful conversions is effectively infinite. Restructure is cleared to proceed now that May 18 has passed.
Form submits outpacing phone clicks in recent 7 days
A positive trend: in the last 7 days, PMAX recorded 26 form submit conversions vs 25 phone clicks — form submits have overtaken phone clicks for the first time. This is the direction we want as the campaign signal quality improves ahead of the phone click reclassification.
Brand campaign healthy across all periods
Impression share consistently above 92% (94.3% MTD). CTR strong at 13–16%. Cost is low and appropriate. No changes needed.
Start Now form not appearing in conversion data
Jordan confirmed 23 Start Now form submissions in 30 days, but this action is not visible in Google Ads conversion data. Either not set up as a tracked goal or not firing correctly. This needs to be confirmed and fixed — it is Lannock’s primary lead form.
What's Happened
Completed
Up Next
Top 10 Keywords
Showing: Last 30 Days (21 Apr – 20 May 2026) — sorted by cost — click row to expand
| Keyword | Match | Campaign | Cost | Clicks | CTR | CPC | Key Events |
|---|
Top 10 Search Terms
Showing: Last 30 Days (21 Apr – 20 May 2026) — sorted by cost — click row for analysis
| Search Term | Campaign | Cost | Clicks | CTR | CPC | Key Events | Flag |
|---|
