Google Ads Report – Brix & Columns (2026-09)

The Basics

In September, your Google Ads received 2,325 impressions and 403 clicks, generating 184 conversions from $600.21 in spend. Compared with August, conversions declined 6.54% while spend increased just 0.15%, resulting in a higher cost for each conversion.

Key Metrics

• Impressions: 2,325, down 5.87%
• Clicks: 403, down 2.42%
• Conversions: 184, down 6.54%
• Conversion rate: 45.66%, down 4.22%
• Cost per conversion: $3.26, up 7.16%
• Total spend: $600.21, up 0.15%

The Highlights

Conversion efficiency softened. Conversions declined faster than clicks, and the reported conversion rate fell 4.22% to 45.66%. With spending essentially unchanged, the account paid 7.16% more for each conversion than it did in August. We’d be curious how this compares to September 2025 for a better understanding of seasonality.

Click volume held up better than visibility. Impressions declined 5.87%, while clicks fell by a smaller 2.42%. The larger issue for your budget was what happened after the click, since the lower conversion rate reduced the number of conversions produced by similar spending.

A small group of keywords drove most clicks. “brix and columns,” “winery near me,” “winery harrisonburg va,” and “brix and columns vineyards” generated 242 clicks, or about 60% of all September clicks. Click volume alone doesn’t show whether these terms were also the most efficient (for conversions).

What We Recommend

• Review conversion performance for the highest-click keywords. We’ll compare the conversion rates and costs before shifting more of your budget toward them. This will show whether the terms responsible for about 60% of clicks are also contributing efficient conversions.
• Identify the traffic segments behind the lower conversion rate. We’ll look for campaigns, keywords, devices, or other available segments where clicks held steady but conversions weakened. Finding that gap is the clearest path to bringing cost per conversion back down without simply increasing spend.
• Monitor conversion volume alongside spending. September spend was nearly unchanged while conversions declined 6.54%. We recommend watching whether this continues next month before making a broader budget adjustment.

Looking ahead, we’ll focus on which traffic contributed to September’s lower conversion rate and whether the highest-click keywords justify their share of your budget. That will give us a clearer basis for improving conversion efficiency.