Week at a Glance

Spend by Channel

Google Ads - Last 7 Days (Sep 14 to Sep 20)

3 active campaigns: PMAX (Dec 2024), SGM Shopping, SGM Water Delivery (Relaunch 2026-06).

Google Ads KPIs

Google Ads - Active Campaign Breakdown

Meta Ads - Last 7 Days (Sep 14 to Sep 20)

Two active campaigns: 'Digilign Contact Campaign v2' (lead objective, $11,630.08 for 136 leads) plus the 'FL Expansion - Sep 2026' test, scaled to $1,205.40 for 16 leads ($75.34 per lead).

Meta Ads KPIs

Pipeline Splits - Closes This Week

Closes by Attributed Source

Analysis

• The headline this week is a sharp recovery in Google efficiency. Blended cost per conversion dropped to $73.19 from $112.48, and blended ROAS jumped to 0.68x from 0.44x, on slightly lower spend of $7,841.57 (down from $8,207.13). Every active line improved at once, so this is a real step change rather than a mix shift.
• SGM Shopping is the reason. After four straight weeks of decline it reversed hard: $74.03 per conversion and 0.65x, versus $149.62 and 0.32x last week. The freeze-and-audit call from last week's report looks vindicated; the line is back near account-average efficiency and no longer the drag it was. Confirm the search-term and product-feed cleanup is what drove this before restoring full budget.
• PMAX stayed the anchor and got stronger: $72.21 per conversion at 0.69x on $3,888.62, up from $94.71 and 0.52x. SGM Water Delivery also improved to $74.78 and 0.70x, though impressions stayed thin at 1,958, so it remains delivery-constrained rather than fully scaled.
• On the sales side, Josh had his best week yet at 88 MAIN FUNNEL closes, up from 80. Paul eased to 38 from last week's 51 recovery, so combined rep closes landed at 126, versus 131. Both pipelines are producing; the small dip is Paul normalizing, not a Josh problem.
• Because blended cost per close spreads all paid spend across the 126 rep closes, it ticked up to $164.10 from $156.63, driven by the fewer Paul closes plus marginally higher total spend. This is well within the established $155 to $166 band and not a concern on its own.
• Completed purchases came in at 62, essentially flat with last week's 64. Cost per completed purchase was $333.50 on total paid spend, up modestly from $320.60, tracking the same slightly-higher-spend, slightly-fewer-conversions pattern.
• Meta rose to $12,835.48 from $12,310.94 and softened a touch on efficiency: 152 leads at $84.44 per lead, versus 149 at $82.62. CTR held at 1.57% and CPC at $1.30, so the auction is stable; the cost-per-lead drift is volume-driven as spend scaled.
• The Florida test, 'FL Expansion - Sep 2026', scaled from $586.06 to $1,205.40 this week, and cost per lead rose with it to $75.34 from $34.47 as it left the honeymoon efficiency of a tiny budget. It is still better than the account's $84.44 blended cost per lead, so it remains worth running, but the early $34 figure was not durable at scale and should not anchor expectations.
• The attribution gap is roughly steady: 34 of 88 MAIN FUNNEL closes (39%) and 31 of 62 completed purchases (50%) land as Unknown or Unattributed. The purchase line remains the weakest-attributed and still understates true paid ROI; the source-stitching workstream should stay a priority.
• Data note: the GHL leads-by-source pull failed again on the same contacts-endpoint parameter issue flagged the last several weeks (the date filter is rejected). Channel counts here come from the ad platforms directly and the close-by-source splits come from pipeline records directly, so all numbers on this report stand; only the raw-lead source breakdown is affected, and the toolkit fix is still outstanding.
• Framing note: MAIN FUNNEL, PAUL PIPELINE, and Purchase Funnel are distinct GHL pipelines. Rep closes (Josh 88 + Paul 38 = 126) are additive across the two sales pipelines; Purchase Funnel (62 completed purchases) is a separate object on its own line, not summed into the 126, to avoid double-counting.

Next Steps

1. Lock in the SGM Shopping recovery. It reversed from $149.62 to $74.03 per conversion. Confirm the search-term and feed audit drove it, then restore budget in measured steps and watch that efficiency holds before scaling.
2. Reclaim SGM Water Delivery volume. Efficiency is strong at $74.78 per conversion and 0.70x, but impressions are stuck near 2,000. Check bids and budget pacing to lift delivery on a line that clearly performs when it serves.
3. Keep the FL Expansion test running but reset expectations. At $75.34 per lead it still beats the $84.44 blended average, but the early $34 figure did not survive scaling. Verify these leads are converting in the pipeline before any further budget increase.
4. Watch Meta cost per lead. It drifted to $84.44 as spend scaled. With Google efficiency now recovered, reassess whether any Meta budget should shift toward the stronger Google lines.
5. Close the source-attribution gaps. Fix the GHL leads-by-source pull, and keep advancing the source stitching for the 39% and 50% Unknown buckets on closes and purchases.