Google Ads Report – Easy Lunches (2026-09)

The Basics

In September, your Google Ads received 17,064 impressions and 278 clicks, generating 19.92 conversions from $456.24 in spend. Compared with August, conversions fell 58% while spend was nearly unchanged, which raised the cost per conversion to $22.90.

Key Metrics

• Impressions: 17,064, down 46%
• Clicks: 278, down 56%
• Conversions: 19.92, down 58%
• Conversion rate: 5.12%, down 21%
• Cost per conversion: $22.90, up 140%
• Total spend: $456.24, down 0.01%

The Highlights

Lower traffic accounted for much of the conversion decline. Clicks fell 56%, closely tracking the 58% drop in conversions. Impressions also declined 46%, so your ads had fewer opportunities to bring people to the site during September.

Efficiency also weakened. The conversion rate fell 21% to 5.12%, meaning the available traffic converted less efficiently than it did in August. Because spend stayed almost flat while conversions declined, your cost per conversion increased 140% to $22.90.

The account needs a more detailed segment review before shifting budget. September’s totals show the overall change, but the available data doesn’t identify which campaigns, ad groups, or search terms were responsible. Keyword conversion data was also unavailable, so we can’t yet determine whether the decline was concentrated in a small number of searches or spread across the account.

What We Recommend

• Review performance by campaign, ad group, and search term. We recommend identifying where the lower conversion rate and higher cost per conversion were concentrated. This will help us separate weaker segments from areas that may still be using your budget efficiently.
• Compare efficiency before making budget or bid changes. If specific segments maintained stronger conversion rates and lower costs per conversion, we can consider focusing more of the existing budget there. We wouldn’t recommend increasing spend based on volume alone.
• Look for practical ways to recover qualified clicks. With clicks down 56%, we’ll review whether relevant searches lost visibility and whether bids, targeting, or ad coverage warrant testing. The goal is to rebuild useful traffic without pushing the cost per conversion higher.

Looking ahead to next month, we’ll focus on where the efficiency decline occurred and which segments can support more qualified traffic. That will give us a clearer basis for deciding how to use your budget.