What you’re seeing
In February, the campaigns generated 4,304 impressions and 359 clicks, producing 28.9 conversions on $1,416.58 in ad spend.
Traffic held relatively steady even though ads appeared slightly less often. Conversion efficiency, however, declined compared with the prior period.
What it means
Fewer impressions usually lead to fewer clicks, but engagement remained stable this month. That suggests the ads continued to attract interest from the users who did see them.
Where performance softened was in the conversion step. The conversion rate dropped to 8.06%, and cost per conversion increased to $48.98, meaning each conversion required more spend than before.
Why this likely happened
When conversion rate declines, it often points to changes in either traffic intent or the post-click experience.
If campaigns expand into broader search queries, traffic can increase without the same level of readiness to convert. Another possibility is friction on the landing page or booking path that reduces how many visitors complete the desired action.
Key metrics
- Impressions: 4,304 (↓ 16%)
- Clicks: 359 (↑ 1%)
- Conversions: 28.9 (↓ 27%)
- Conversion rate: 8.06% (↓ 28%)
- Cost per conversion: $48.98 (↑ 35%)
- Total spend: $1,416.58
Keyword notes
Conversions appear concentrated in a relatively small group of high-intent searches.
The strongest contributors include:
- “dog daycare near me”
- “reactive dog training dc”
- “dog boarding washington dc”
- “dog training near me”
The top two queries account for a large share of conversions among the leading terms. This suggests performance is driven by a narrow set of searches where intent is already strong.
What we recommend
- Review search term reports for the highest-converting keywords to identify which queries produce strong conversion rates versus higher cost per acquisition.
- Refine keyword match types and negative keywords to reduce low-intent clicks.
- Evaluate the landing page experience for these campaigns to ensure the next step is clear and friction is minimal. Looking forward to seeing what improvements we can make this month to the user experience.
How we’ll measure improvement
If these adjustments improve efficiency, we should see:
- Conversion rate increase above the current 8.06%
- Cost per conversion decrease from the current $48.98
- Conversion volume stabilize or increase while maintaining traffic levels
These changes typically become visible within one to two reporting cycles after adjustments are implemented.