Week at a Glance

Spend by Channel

Google Ads - Last 7 Days (Jul 28 to Aug 3)

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

Google Ads KPIs

Google Ads - Active Campaign Breakdown

Meta Ads - Last 7 Days (Jul 28 to Aug 3)

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

Meta Ads KPIs

Pipeline Splits - Closes This Week

Closes by Attributed Source

New Leads Captured (GHL, This Week)

Analysis

• Total paid spend of $17,557.89 (Google $7,499.63 / Meta $10,058.26) drove 95 sales-rep closes across the two rep pipelines (Josh 66, Paul 29), a blended cost/close of $184.82. Spend rose about 4% versus last week ($16,921.98) while rep closes fell from 101 to 95, so cost/close moved up from $167.54 to $184.82. Completed purchases rose from 34 to 39.
• Google efficiency improved sharply on volume: 86.4 conversions at $86.77 blended (down from $118.78 last week). SGM Shopping is the standout at $54.26/conv and 0.88x ROAS, nearly doubling last week's efficiency and now the best of the three. It is the campaign to protect and consider scaling.
• PMAX softened: $111.96/conv at 0.33x ROAS this week versus $107.60/conv and 0.45x last week. It still carries the largest Google spend ($4,651.76) and conversion volume (41.5), but the ROAS slippage is worth watching, especially given the June scaling lesson that PMAX CPA breaks when overfunded.
• Meta is the efficient top-of-funnel engine: 146 leads at $68.89/lead (improved from $80.88), 1.47% CTR and $1.01 CPC on 675K impressions from a single lead campaign. It carried 57% of spend and was tied with organic as the largest attributed source of Paul's closes (14 each).
• Attribution gap persists: 21 of 66 MAIN FUNNEL closes (32%) and 19 of 39 completed purchases (49%) land as Unknown/Unattributed. Real closes are happening but a meaningful share cannot be tied to a channel, which understates true paid ROI. This is the same attribution-wiring workstream already in flight. Note also that GHL only tags 17 new leads as Google-sourced this week against 86 Google-platform conversions, further evidence the source stitching on the Google side is the weak point.
• Framing note: MAIN FUNNEL, PAUL PIPELINE, and Purchase Funnel are distinct GHL pipelines. Rep closes (Josh + Paul = 95) are additive across the two sales pipelines; Purchase Funnel (39 completed purchases) is a separate object reported on its own line, not summed into the 95, to avoid double-counting.

Next Steps

1. Protect and test scaling SGM Shopping. At $54.26/conv and 0.88x ROAS it is the most efficient Google campaign this week; a measured budget increase is the highest-upside move, watching CPA as spend rises.
2. Watch PMAX ROAS. It slipped to 0.33x on the largest Google budget. Hold the current budget rather than adding to it, and review search-term and asset performance before any ramp.
3. Close the attribution gap on the Google side specifically. Only 17 leads tagged Google against 86 platform conversions means the source stitching for Google forms/UTMs needs the same fix already underway for the general Unknown bucket.
4. Hold Meta steady. At $68.89/lead and improving, it is doing the volume job it is set up to do. No change recommended this week.