Google Ads Report – Metro Offices (2026-08)

The Basics

August brought in 637 clicks and 15 conversions from $4,106.06 in ad spend. Your ads appeared 44,139 times. Compared with July, conversions rose 62% while spending fell 5.72%.

Your budget produced more results even with fewer clicks. Cost per conversion fell 42% to $273.74, making the improvement in conversion efficiency the main story this month. We’ve come a long way for the cost of conversion metric (previously topping $1k/converson).

Key Metrics

• Impressions: 44,139 (-45%)
• Clicks: 637 (-30%)
• Conversions: 15 (+62%)
• Conversion rate: 2.35% (+130%)
• Cost per conversion: $273.74 (-42%)
• Total spend: $4,106.06 (-5.72%)

The Highlights

A larger share of clicks turned into conversions. The conversion rate more than doubled to 2.35%. That improvement outweighed a roughly 35% increase in average click cost to $6.45, so each conversion cost less even though clicks became more expensive.

The busiest campaign wasn’t the leading conversion contributor. Display generated most of the clicks, while Northern VA/DC led the conversions shown in the campaign breakdown. Reston also contributed conversions from a much smaller traffic base, giving us a reason to compare campaign value beyond click volume.

Traffic changed sharply around August 19. Impressions and clicks dropped, while conversions continued on several days the following week. The timing coincides with Google’s August 17 update to bidding for budget-limited campaigns using target-based strategies, which may have contributed. Reviewing campaign-level performance, bidding settings, budget status, and account change history would help determine whether the update or account-specific changes explain the decline.

What We Recommend

• Compare the value each campaign brings to your budget. We recommend reviewing cost per conversion and inquiry quality across Northern VA/DC, Reston, and Display. Northern VA/DC’s conversion contribution makes it a priority for that review, while Reston’s smaller volume calls for more evidence before a larger budget shift.
• Understand the change around August 19. We want to see which campaigns lost traffic and whether the resulting mix helped improve conversions, so we can build on what worked without giving up useful reach.

Looking ahead to next month, we’ll take a closer look at the campaign mix and the August 19 shift. That should give us a clearer basis for maintaining the lower cost per conversion while reaching more businesses looking for office space.