What you’re seeing
February delivered 1,966 impressions, 236 clicks, and 53 conversions through Google Ads.
Traffic increased during the month, which means ads were showing more often and bringing more visitors to the site. Conversion efficiency, however, was lower than in December. We think this has to do with winter seasonality.
What it means
Visibility and traffic improved, but conversions did not grow at the same pace.
The conversion rate landed at 22.46%, which is still very strong for most campaigns. However, cost per conversion rose to $11.47, meaning each conversion required more ad spend than before.
Why this likely happened
Two factors likely explain the shift.
First, increased traffic often introduces more top-of-funnel clicks, which can naturally lower conversion efficiency even while total reach grows.
Second, the conversion definition may be inflating the conversion rate. If conversions include engagement signals such as time spent on site, the reported rate will appear higher than if it only counted actions like form submissions or bookings.
Seasonality may also play a role. January and February can fluctuate for hospitality and winery visits, especially when weather limits in-person activity.
Key metrics
- Impressions: 1,966
- Clicks: 236
- Conversions: 53
- Conversion rate: 22.46%
- Cost per conversion: $11.47
Keyword notes
Conversions appear concentrated in a small set of keywords, primarily brand or location searches.
Top contributors include:
- “brix and columns”
- “winery harrisonburg va”
- “brix and columns vineyards”
- “wineries near me”
This pattern suggests many conversions come from people who are already familiar with the winery or actively searching for nearby options.
Because of that, brand keywords deserve a closer look. If someone searches directly for “brix and columns,” they likely already know the business and may reach the site through organic results without paid ads.
What we recommend next
- Review brand keyword coverage to determine whether paid ads are necessary for those searches.
- Evaluate conversion definitions to confirm which actions count as a conversion.
- Look for opportunities to expand non-brand keywords that attract new visitors searching for wineries in the area.
- Compare performance between brand vs. non-brand traffic to understand where ads are truly adding value.
How we’ll measure improvement
We should see improvement if:
- Non-brand keywords generate a larger share of conversions
- Cost per conversion stabilizes or declines
- Conversion definitions align more closely with meaningful actions such as bookings or visits
These changes typically become visible within one to two reporting cycles after adjustments are made.