Overview
The Channel: Paid Search (Consumer Services) report tracks Google Ads and Microsoft Ads performance for Consumer Services clients, where success is a lead, call or booking rather than an online order. Revenue, ROAS and AOV are left out of this version, so it focuses on conversions and CPA. For revenue views, use the standard Channel: Paid Search report.
Integrations Required
Paid Media (eg. Google Ads, Microsoft Ads)
Sections
Overview - KPI cards and trend lines for Impressions, CPM, Cost, Clicks, CPC, CTR, Marketing Conversions, Cost per Marketing Conversion and Marketing Conversion Rate. This answers: "Are we generating more leads and bookings for the same spend?" and "Is our cost per conversion rising or falling?"
Tactics - Tactics compared on Clicks, Impressions, Cost, CTR, CPC, CPM, Conversions, CVR and CPA. This answers: "Which tactics bring in leads and bookings at the lowest CPA?" and "How is each tactic trending over the selected period?"
Campaigns - Campaigns ranked by Conversions, with Impressions, Clicks, Cost, CTR, CPC, CPM, CVR and CPA. This answers: "Which campaigns drive the most leads and bookings?" and "Which campaigns are spending without converting?"
Ad Names - Conversions, Impressions, Clicks, Cost, CTR, CPC, CPM, CVR and CPA for each ad. This answers: "Which ads convert best?" and "Which ads should we pause or rewrite?"
Keywords - A keyword-level table of Clicks, Impressions, Conversions, Cost, CPA, CPC, CPM, CTR and CVR. This answers: "Which keywords drive calls and bookings at a good CPA?" and "Where should we adjust bids or add negatives?"
