Week at a Glance

Spend by Channel

Google Ads - Last 7 Days (Sep 21 to Sep 27)

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 21 to Sep 27)

Two active campaigns: 'Digilign Contact Campaign v2' (lead objective, $11,309.23 for 121 leads) plus the 'FL Expansion - Sep 2026' test, scaled to $1,929.91 for 42 leads ($45.95 per lead).

Meta Ads KPIs

Pipeline Splits - Closes This Week

Closes by Attributed Source

Analysis

• The headline this week is a drop in rep closes. Combined Josh and Paul closes fell to 94 from 126, with Josh at 62 (down from 88) and Paul at 32 (down from 38). Because blended cost per close spreads all paid spend across those rep closes, it rose to $219.22 from $164.10 even though total spend was essentially flat at $20,606.29 versus $20,677.05. The cost-per-close move is a closes-volume story, not a spend story.
• Google efficiency improved on the surface but the mix shifted underneath it. Cost per conversion fell to $45.82 from $73.19 and conversion count rose to 160.80 from 107, yet conversion value dropped to $3,809.58 from $5,312.67, so blended ROAS actually slipped to 0.52x from 0.68x. Google is generating more conversion events at lower cost, but each event is worth less, which points to a shift toward lower-value conversion actions rather than a true efficiency gain. Worth confirming which conversion actions drove the volume before reading the lower cost per conversion as a win.
• SGM Water Delivery was the standout line: $35.47 per conversion at 1.38x ROAS, the only Google line above breakeven this week, though on thin volume ($602.99 spend, 1,194 impressions). It remains delivery-constrained rather than scaled. SGM Shopping came in cheapest per conversion at $40.30 but weakest on value at 0.37x, and PMAX held the anchor role at $53.95 and 0.49x on $3,830.22.
• Meta improved modestly and scaled. Spend rose to $13,239.14 from $12,835.48, leads rose to 163 from 152, and cost per lead eased to $81.22 from $84.44. CTR firmed to 1.68% and CPC dropped to $1.26, so the auction is working in our favor as budget scales.
• The Florida test, 'FL Expansion - Sep 2026', is the best Meta story this week. It scaled from $1,205.40 to $1,929.91 and cost per lead fell to $45.95 from $75.34, well under the $81.22 account blended figure. Unlike prior weeks where scaling raised cost per lead, this time volume and efficiency improved together (42 leads, up from 16). This line has earned a further measured budget increase, provided the leads convert in the pipeline.
• Completed purchases eased to 54 from 62, and cost per completed purchase rose to $381.60 from $333.50 on flat spend. This tracks the same lower-close-volume pattern seen in the rep pipelines.
• The attribution gap widened on the purchase line: 27 of 54 completed purchases (50%) and 22 of 62 MAIN FUNNEL closes (35%) land as Unknown or Unattributed. The purchase line remains the weakest-attributed and continues to understate true paid ROI, so the source-stitching workstream stays 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 'startBefore' date filter is rejected as an unprocessable property). 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 62 + Paul 32 = 94) are additive across the two sales pipelines; Purchase Funnel (54 completed purchases) is a separate object on its own line, not summed into the 94, to avoid double-counting.

Next Steps

1. Investigate the rep-close dip. Combined closes fell from 126 to 94 with both reps down. Confirm whether this is normal week-to-week variance, a lead-quality shift, or a follow-up gap in the pipelines, before reading the higher $219.22 cost per close as a trend.
2. Verify the Google conversion mix. Cost per conversion improved but conversion value and ROAS fell. Check which conversion actions drove the higher count so the lower cost per conversion is not masking a shift to lower-value events.
3. Scale the FL Expansion test. It hit $45.95 per lead at higher spend, beating the $81.22 blended average, and improved as it scaled. Increase budget in measured steps and confirm these leads are converting downstream.
4. Protect SGM Water Delivery volume. At $35.47 per conversion and 1.38x it is the only above-breakeven Google line, but impressions are stuck near 1,200. Check bids and pacing to lift delivery on the account's strongest line.
5. Close the source-attribution gaps. Fix the GHL leads-by-source pull, and keep advancing source stitching for the 35% and 50% Unknown buckets on closes and purchases.