New England Additions 30-Day Google Ads Analysis

New England Additions

30-Day Google Ads Analysis

Bottom line: Overall this looks pretty good, especially on efficiency. The main thing to verify before declaring it a win is what Google is counting as those 15 conversions.

30-Day Performance

Dramatically More Traffic-Efficient

The positive comparison: Spend fell from $1,477 to $888 — down about 40% — while clicks increased from 172 to 235, up about 37%. That means the campaign became dramatically more traffic-efficient.

Mobile Is Doing the Heavy Lifting

Mobile generated 195 clicks, 14 of the 15 conversions, and $682.71 in spend — approximately $48.76 CPA and a 7.2% conversion rate. Desktop generated only 1 conversion at roughly $180 CPA. That is a significant difference. I wouldn't necessarily turn desktop off yet with only 15 total conversions, but I would strongly favor mobile when thinking about landing-page design, click-to-call behavior, forms, and campaign optimization.

The Biggest Concern: Conversion Attribution

The campaign summary reports 15 conversions, and the daily report clearly shows those conversions occurring. However, the search-term report shows zero conversions across every search query. That doesn't necessarily mean conversion tracking is broken, but it warrants investigation.

Before optimizing around the $59 CPA, I want to know exactly what the conversion actions are: