Sample Dryer Vent Co.

The 60-second read

Your account is in a strong position. Over the last six months it more than doubled monthly leads while bringing cost-per-lead down, your tracking is clean (CallRail calls + form captures), ad quality is excellent, and you lead your local auction. The one thing to watch: in the most recent 30 days your main campaign's cost-per-lead drifted above its $70 target as clicks got more expensive. That's a tuning question, not a broken account.

Account performance at a glance

Each grade is drawn from our standard review checklist (lead volume & rate, cost efficiency vs. target, ad quality, tracking integrity, structure, budget use, and competitive position). It's a snapshot of how the account is set up to perform — not just last month's numbers.

Grades reflect account health and setup. "Cost Efficiency" and "Budget Allocation" sit at B because the main campaign is running above its CPA target this month and the brand budget is capped — both addressed in Considerations below.

The work behind the numbers

Managing your account is continuous — most of the work is ongoing monitoring, analysis and strategy, not just the changes that show up in a log. Here's both: how we manage the account day to day, and the specific changes we made this period.

Specific changes this period

Logged account changes, last 30 days. Behind these sit the daily/weekly monitoring and the monthly strategy work described above.

Last 30 days vs. the 30 days before

An apples-to-apples comparison so every number shows direction, not just a total.

Momentum over time

The longer view is a clear growth story — more leads each month at a falling cost-per-lead, reaching a low of ~$42 in May. June (still in progress) and the latest 30-day window show cost ticking back up, which is the signal behind this month's considerations.

June 2026 is a partial month (1st–16th); its totals are lower simply because the month isn't finished. Read the shape of the line, not June's raw total.

Business impact

• You generated 161 new enquiries in 30 days — roughly 5–6 per day, every day.
• Seven in ten leads are phone calls — a high-intent, ready-to-book signal for a service business.
• Your brand campaign produced leads at about $10 each; your non-brand (new-customer) leads cost more, as expected, but most cleaning searches converted in the $45–80 range.
• To turn lead counts into revenue, we'll correlate these against your CallRail job values and close rates — see the question below.

From leads to revenue — the view we'll add

We have the lead numbers; the revenue picture needs one input from you (average job value + close rate). Here's the shape it takes — figures fill in once you confirm those.

Not every lead is equal — here's the mix

A look at where your leads came from and what they signal about intent. Your phone leads are tracked through CallRail (our standard across all accounts), and form leads through on-site capture.

• Phone calls drive ~70% of leads — the strongest intent signal for booking jobs.
• Brand searches ("[your brand]…") produce the highest-intent, lowest-cost prospects — people already looking for you.
• A portion of non-brand searches show research behaviour ("…cost," "…prices") rather than ready-to-book intent — useful context, reviewed neutrally in Search Term Insights.
• Secondary actions (outbound phone clicks, lead-form opens, directions, website visits) are tracked separately and not counted as primary leads, so the 161 figure isn't inflated.

Lead quality, in detail

CallRail records every call and form across all your marketing. Below we've isolated the leads driven by Google Ads (paid search) so they line up with this report. The headline: these aren't just leads — they're mostly qualified, answered, and substantial.

Source context: CallRail tracked 166 calls and 104 forms across all your marketing this period; Google Ads (paid) drove 131 calls and 52 forms. The remainder came from organic search, direct, and your newsletter — this report covers the paid portion.

A note on "Qualified": these flags come from CallRail's lead scoring, which is reviewed by hand — so the count is only as current and accurate as the most recent review.

What people actually searched

A neutral, low-to-high review of the searches that triggered your ads over the last 30 days. Spend is relative — a higher-cost term isn't automatically good or bad; it's context for where attention and budget are going. Your main campaign uses Google's newer "AI Max" broad matching, with our standard negative-keyword guardrails applied and reviewed regularly.

Search terms by category

The same demand, grouped — the quickest way to see where spend and leads concentrate. (Grouped from keyword-level data; figures approximate.)

Top 50 search terms — neutral review

Sorted by spend (high to low). Showing impressions, clicks, cost and leads. Read levels, not labels.

698 unique search terms ran this period; the 50 above represent the large majority of spend.

Candidates for ongoing review

Part of our routine optimization. With AI Max broad matching, we continuously review the search-term report and add negatives so budget stays on ready-to-book searches. These are the current candidate groups — neutral, low-spend items included for completeness. None of this is wasted-account management; it's standard ongoing housekeeping.

Where the budget works hardest

By campaign

• The main campaign carries 93% of spend and runs on a $70 Target CPA; it's currently delivering at $81 — above target — because click costs rose this period (more on why in Bidding & Visibility).
• The brand campaign is small but efficient ($10/lead) and its budget is essentially fully spent.
• The secondary-market campaign is paused (no spend) — flagged here for completeness.

Why cost moved — and where budget actually sits

"Impression share" is the slice of available searches where your ad showed. When you miss some, it's for one of two very different reasons — and the response differs for each.

Budget utilization

A grounded budget view (not a straight line)

Lead-per-dollar is not linear — costs rise as you push for more volume. These are directional, headroom-aware scenarios, not promises.

Your service area, by performance

Where your budget is landing across the metro service area, last 30 days. (Performance is reported at the city level; finer ZIP-level performance isn't exposed by Google's reporting — we manage ZIP targeting in the campaign settings.)

How you stack up — and what we'd do about it

From the Auction Insights report for your Search campaigns (last 30 days). "Outranks you" is how often a competitor appeared above you when you both showed.

Competitive trend — impression share by month

How the auction has moved over six months. You dipped early in the year, then recovered to a clear lead; competitor-a.com has climbed steadily.

*June is a partial month. Your share recovered strongly from the March low; Competitor A has roughly doubled its presence since winter — the trend to watch.

Where your clicks land — and how the page performs

Now backed by your GA4 data. Your ads point to a purpose-built dedicated site (your-dedicated-site.com) — and it's a full multi-page site with service-specific pages, not just one page. Here's how visitors engaged this period.

• Your main page handles almost all the traffic (1,948 sessions, ~1,800 visitors) at ~43s average engagement — people land, scan, and call or submit, which is what a service landing page should do.
• You have service-specific pages (cleaning, repair, installation, fire prevention, commercial, multi-unit) that engage strongly — 1 to 11 minutes — but they receive very little paid traffic today.
• The /thankyou.php page confirms the form-completion path is working.

Who lands here, by source

This page serves all your marketing, not just Google Ads — so here's the full picture of new visitors this period (GA4).

So roughly 28% of new visitors came from Google Ads and the majority from your Facebook/Instagram activity — which is why we use CallRail to isolate the paid-search leads in this report. One technical note: your social ad traffic appears under "social" rather than "paid social" in GA4, so if you want Facebook/LinkedIn ads attributed as paid, those links may need UTM tags. GA4 isn't set up to count leads here (leads are tracked in CallRail + Google Ads), and low repeat-visit rates are normal for a one-time service.

Timing and device

What we're weighing next

Framed as considerations, not fixes — the account is performing. These are the moves we believe will compound results, roughly in order of impact.

If we only did three things

What happens next

On our radar for you

Beyond this month's actions, here's what we're actively watching and weighing for the account — so you can see the thinking that's always running in the background.