Week at a Glance

Spend by Channel

Google Ads - Last 7 Days (Jul 21-27)

3 active campaigns: PMAX (Dec 2024), SGM Search (Water Delivery Relaunch), SGM Shopping.

Google Ads KPIs

Google Ads - Active Campaign Breakdown

Meta Ads - Last 7 Days (Jul 21-27)

Single active campaign: 'Digilign Contact Campaign v2' (lead objective).

Meta Ads KPIs

Pipeline Splits - Closes This Week

Closes by Attributed Source

Analysis

• Total paid spend of $16,921.98 (Google $6,892.70 / Meta $10,029.28) drove 101 sales-rep closes across the two rep pipelines (Josh 67, Paul 34) - a blended cost/close of $167.54. Meta carried 59% of spend and was the single largest attributed source of Josh's closes (25 of 67).
• Meta is the efficient top-of-funnel: 124 leads at $80.88/lead, 1.46% CTR, $1.14 CPC on 604K impressions from one lead campaign. It is doing the volume job it is set up to do.
• Google conversions (58) cost $118.78 each blended. Within Google, Shopping ($103.17/conv, 0.45x) and PMAX ($107.60/conv, 0.45x) are the efficient workhorses; the relaunched SGM Search campaign is the laggard at $186.11/conv and 0.27x ROAS - the weakest ROAS of the three and worth a closer look.
• Attribution gap: 16 of 67 MAIN FUNNEL closes and 15 of 34 completed purchases land as Unknown/Unattributed (~30-44%). Real closes are happening but a meaningful share can't be tied back to a channel, which understates true paid ROI. This is the same attribution-wiring workstream already in flight.
• Framing note: MAIN FUNNEL, PAUL PIPELINE, and Purchase Funnel are distinct GHL pipelines. Rep closes (Josh + Paul = 101) are the two sales pipelines and are additive; Purchase Funnel (34 completed purchases) is a separate object and is reported on its own line, not summed into the 101, to avoid double-counting.

Next Steps

1. Review the relaunched SGM Search campaign ($186.11/conv, 0.27x ROAS) - it is the weakest of the three active Google campaigns. Either tighten targeting/negatives or rebalance budget toward Shopping and PMAX, which are converting ~$100/conv.
2. Continue the attribution-wiring fix - ~30-44% of closes still land Unknown. Closing this gap is the single highest-leverage move for reporting accuracy and for judging true paid ROI.
3. Hold Meta steady - it is the efficient lead engine ($80.88/lead) and the top attributed close source. No change recommended this week.
4. Watch PMAX CPC (lag-free) per the June scaling lesson - the efficient-inventory ceiling breaks CPA when overfunded. It is healthy this week at $107.60/conv; keep ramps gradual.