In January 2026, Google Ads performance showed stronger volume with 10,806 impressions and 531 clicks, resulting in 34 conversions. Total cost was $2,523.88, and cost per conversion improved to $74.23, while conversion rate declined to 6.40%, indicating mixed efficiency signals alongside the higher traffic.
Key Takeaways
- Reach and traffic increased materially, with impressions and clicks both climbing, indicating broader exposure during the month.
- Conversions increased to 34 even as conversion rate declined, suggesting incremental conversion gains came primarily from higher click volume.
- Overall cost held essentially flat ($2,523.88), improving efficiency on a cost-per-conversion basis ($74.23).
- The lower conversion rate is a directional signal to monitor as volume scales, particularly alongside shifts in keyword mix.
Keyword Notes
Conversions appear concentrated in a small set of top terms, led by “icetrans,” “refrigerated ltl carriers” (appearing in multiple entries), and “frozen fulfillment.” The duplicate/variant listings for “refrigerated ltl carriers” suggest performance may be distributed across close variants, and consolidating match/variant reporting would help clarify true concentration.
Next Actions
- Review search terms and match/variant reporting to reconcile duplicate keyword entries (notably “refrigerated ltl carriers”) and confirm where conversions are concentrating.
- Run budget and bidding tests that prioritize the highest-converting keywords while tracking whether conversion rate stabilizes as volume grows.
- Test ad-to-landing-page messaging alignment for the top keyword themes to attempt to lift conversion rate without sacrificing cost per conversion.