The engagement.
The result. The context.
The engagement and measurement. The evidence documents a Search and Performance Max setup on 30 December 2024. The comparison periods each cover 56 days in the Europe/Stockholm time zone.
| Metric | Before: 4 November–29 December 2024 | After: 11 January–7 March 2025 |
|---|---|---|
| Account advertising spend | 18,051.88 SEK | 14,736.81 SEK |
| Reported contact events, different definitions | 23 | 30 |
Advertising spend was approximately 18% lower. The earlier events included calls and an older form, while the later period includes a new GA4 form event. The reported figures of 23 and 30 should therefore not be described as a verified increase in enquiries. A before-and-after comparison of cost per lead would also require establishing that the same type of outcome can be compared.
Measurement & methodology
The engagement concerns campaign setup for a Swedish service business. Assessing the business benefit requires reconciling recorded contacts with real enquiries and the measurement history. The comparison does not establish improved profitability or how much the work contributed to the lower advertising spend. Source data was retrieved on 23 September 2026.