CASES
Eight anonymised Google Ads engagements covering Search, Performance Max and measurement. Read each result alongside its period, spend and conversion definitions.
call conversions in Google Ads
Ad cost per call conversion: GBP75.42 → GBP9.95. Advertising spend increased by 43%.
The baseline was small: 13 conversions. Measurement changed; call quality and bookings are not verified.
call conversions in Google Ads
Ad cost per call conversion: GBP596.13 → GBP139.44. Advertising spend increased by about 120%.
The baseline contained five conversions. More than one conversion can be counted per click; these figures are not booked patients.
form conversions in Google Ads
Ad cost per recorded form conversion: SGD30.02 → SGD5.30. Advertising spend increased by about 94%.
Form measurement changed. The increase cannot be equated with more real enquiries without establishing comparability.
form conversions in Google Ads
Account spend increased from EUR53.93 to EUR137.10. Cost per recorded form conversion was EUR13.48 and EUR6.86 respectively.
There were only four conversions in the baseline. Measurement changed and the conversion action is now secondary.
advertising spend in the later period
Advertising spend was SEK18,051.88 before and SEK14,736.81 after campaign setup, in two equally long periods.
Contact measurement changed between periods. Lower spend does not by itself demonstrate better efficiency.
reported ROAS
Reported purchase conversions increased from 27 to about 74, while advertising spend rose by about 82% and ROAS fell.
The purchase action changed and may include overlap. These figures do not establish equivalent order growth or improved profitability.
reported contact events
Spend was CAD1,204.23 before and CAD1,208.90 after setup. Google Ads recorded four more contact events.
The difference is small, with mixed event definitions. Later account work limits what can be attributed to the initial setup.
recorded purchase conversions
A Performance Max engagement including tracking work. Google Ads recorded 21 purchase conversions in the reported period after setup.
Earlier purchase tracking does not provide a valid comparison. Orders and profit are not verified; this is a launch case.
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