Brand Search generated more conversions with less than half the spend of the general senior-care campaign.
Performance snapshot
Last 30 complete account days. Conversions and values are reported by Google Ads attribution.
Spend$467.71Across 2 enabled Search campaigns
Conversions14.0Platform-attributed; fractions can occur
Cost / conversion$33.42Spend divided by attributed conversions
Clicks924.80% CTR · $5.08 avg. CPC
Brand Search led efficiency. It produced 8.0 attributed conversions at $18.48 each, while Senior Care Leads produced 6.0 at $53.33 each. Brand activity accounted for 57% of conversions on 32% of spend.
Campaign performance
Daily budgets and delivery status are current; performance covers the reporting period above.
| Campaign | Delivery | Budget / day | Spend | Impr. | Clicks | CTR | Conversions | Cost / conv. |
|---|---|---|---|---|---|---|---|---|
| Senior Care-Leads [Search] | Enabled | $10.00 | $320.01 | 1,458 | 41 | 2.81% | 6.0 | $53.33 |
| Heather-Brand-Search | Enabled | $5.00 | $147.70 | 458 | 51 | 11.14% | 8.0 | $18.48 |
What the data says
The last 7 complete days produced 1 attributed conversion from $98.06 spend; it came from Brand Search.
Google Ads reported $1,049.56 in conversion value. The account should keep value definitions consistent before using value as a business-return proxy.
Recommended next moves
Priorities for 20 July – 18 August 2026. Recommendations are plans until Kley approves implementation.
High priority
Audit non-brand search efficiency
Finding: Senior Care-Leads spent $320.01 for 6.0 attributed conversions at $53.33 each, compared with Brand Search at $18.48.
Action: Review search terms, keyword match coverage, negatives, device and location performance before proposing changes.
Expected impact: Reduce avoidable non-brand spend while preserving qualified Support at Home demand.
Confidence: High · Owner: Kley AU
High priority
Validate conversion quality and values
Finding: Google reported 14.0 attributed conversions and $1,049.56 in conversion value, but the platform does not show which became qualified enquiries.
Action: Reconcile conversion actions and assigned values with Heather’s enquiry records and agree which actions should guide bidding.
Expected impact: Optimisation is based on qualified leads rather than platform volume alone.
Confidence: High · Owner: Kley AU + Heather
Medium priority
Strengthen Support at Home message alignment
Finding: The general Senior Care campaign’s 2.81% CTR trails Brand Search at 11.14%, and it serves less brand-aware demand.
Action: Review ad copy and landing-page alignment against Heather’s Brand Guide and the live Brisbane Support at Home page.
Expected impact: Clearer message match for people comparing Support at Home providers.
Confidence: Medium · Owner: Kley AU
This month’s action plan
Planning window: 20 July – 18 August 2026. Statuses will be updated as work progresses.
| Task | Why | Owner | Due | Status | Success measure |
|---|---|---|---|---|---|
| Complete search-term, keyword, device and location audit | Non-brand CPA is $53.33 | Kley AU | 24 Jul | Planned | Waste and expansion opportunities documented |
| Prepare negative-keyword and query-expansion proposal | Audit findings need an approval-ready action list | Kley AU | 28 Jul | Planned | Proposed changes tied to real search terms |
| Reconcile conversion actions and values with qualified enquiries | 14.0 platform conversions need lead-quality context | Kley AU + Heather | 31 Jul | Awaiting approval | Agreed primary conversions and value rules |
| Prepare Support at Home ad and landing-page message updates | General Search CTR is 2.81% | Kley AU | 7 Aug | Planned | Brand-aligned copy package ready for approval |
| Implement approved Google Ads changes | Execution follows Kley’s review | Kley AU | 10 Aug | Awaiting approval | Only approved changes are live and logged |
| Review post-change performance | Measure direction after implementation | Kley AU | 18 Aug | Planned | CPA, CTR and qualified-lead trend recorded |
Completed changes & outcomes
Verified work will be carried forward here each month so the client can see what changed and what happened next.
No completed changes recorded yet.
This is the first monthly action plan. Approved work will move here only after implementation is verified; outcomes will remain pending until enough post-change data exists.
This is the first monthly action plan. Approved work will move here only after implementation is verified; outcomes will remain pending until enough post-change data exists.
Source: live Google Ads account 123-783-1982, account timezone Australia/Brisbane, currency AUD. Metrics were pulled read-only on 19 July 2026. Google Ads can report fractional conversions because credit is distributed through attribution. This page reports platform attribution, not independently verified incremental leads.