Section 01
How are we performing?
Daily Budget
$20
Conservative start · room to scale
Ready to increase
Leads Generated
15
517 clicks · 6,934 impressions
Solid start
Cost Per Lead
$74
Blended · improving with optimisations
↓ Target: ~$60
Click-Through Rate
7.46%
Avg. CPC A$2.15 · Conv. 2.9%
Strong CTR
💡
We started at $20/day intentionally — enough to gather real data without overcommitting. Now that we have 54 days of performance to learn from, we have a clear picture of what's working. Increasing to $35–40/day is the next logical step to accelerate lead volume and give Google's Maximise Conversions algorithm the signal it needs to optimise fully.
Google Search (direct)
301 clicks
A$3.15 avg CPC — core audience, high intent
Search Partners
216 clicks
A$0.76 avg CPC — cheap clicks, conversion quality to monitor
💡
Search Partners: 42% of all clicks came from partner sites at a very low CPC — but we don't yet have conversion data split by network. We'll be watching this to confirm whether these clicks are generating leads or just inflating volume.
Section 02
Where the opportunity is
🖥
Desktop: redirecting budget away
$350 CPA
116 clicks, 1 lead. Desktop converts poorly for this campaign — we've cut bids by 25–35% so that budget flows to where leads are actually coming from.
🔍
Irrelevant searches — now blocked
Fixed
Searches like "bunnings kitchen design" and "kaboodle kitchen" were triggering ads. These flat-pack shoppers will never book a renovation — 40+ negative keywords now block them.
📱
Mobile: our strongest converter
$59 CPA
381 clicks, 12 leads — 80% of all conversions. We've increased mobile bids by +15% to push more budget here where it's performing best.
📱 Mobile
3.15%
$59.63
+15%
⬜ Tablet
10.0%
$22.75
+10%
🖥 Desktop
0.86%
$350.83
−35%
🛒 Competitor / Flat-pack shoppers
bunnings kitchen design
kaboodle kitchen
kinsman kitchens
dream doors kitchens
kaboodle kitchen bunnings
bunnings kitchen consultation
✅ Good searches (relevant)
kitchen renovations melbourne
custom cabinetry melbourne
kitchen quote
cabinet maker melbourne
kitchen designers melbourne
ln kitchens
⚠ Borderline / Broad intent
cabinet maker small jobs
kitchen facelift melbourne
best interior designers
built in wardrobes
laundry cabinets
💰 Top spend keywords (no conversions)
kitchen designers — $161 · 0 leads
wardrobe cabinetry melb — $126 · 0 leads
cabinet maker (paused) — $88 · 0 leads
kitchen showroom (paused) — $48 · 0 leads
When do people search? — Impressions by hour
Ads active 6am–9pm · Paused 9pm–6am · Red = paused zone
Active (06:00–20:59)
Paused (21:00–05:59)
Peak: 10am–1pm (490 impressions/hr)
Section 03
What we're doing about it
-
01
Shift budget to mobile, reduce desktop Done
Mobile bids +15%. Desktop bids −25–35%. Based on real data: mobile CPA of $59 vs desktop at $350. This should move the blended cost-per-lead toward $60–65 as spend naturally shifts to mobile. Tablet gets a small +10% test — the CPA looks great ($22.75) but only 2 conversions so far.
-
02
Block irrelevant searches — negatives added Done
Confirmed wasted spend on competitor and flat-pack searches like Bunnings, Kinsman, Kaboodle, Dream Doors. These are now blocked. 6 theme groups covered:
🛒 Retail / Competitors
bunningskinsmankaboodleikea kitchenflat packdream doors
💰 Bargain Hunters
cheap kitchensclearancesecond handdiscountbudget
🔧 DIY / Research
diy kitchenhow topicturesideasinspiration
📦 Parts / Products
rangehoodcooktopcabinet doorsappliancessplashback
🗺 Wrong Location
townsvillecentral coastsydneybrisbaneperth
🪞 Wrong Service
resurfacingfaceliftresprayinterior designrefresh
-
03
Ads active 6am–9pm, paused overnight Done
Hours 21:00–05:59 are now paused. Impressions in those hours are minimal (50–122/hr) compared to the 10am–1pm peak (350–493/hr). Concentrating spend in active waking hours means every dollar is working when people are actually searching and ready to enquire.
-
04
Validate conversion tracking Action Required
The campaign is already running on Maximise Conversions — Google's automated bidding. That strategy needs reliable conversion data to work properly. If the tracking tag is misfiring or double-counting, the algorithm is learning from bad signals and making poor decisions. A manual test submission to confirm tracking is the most important technical task this week.
-
05
Review keywords spending with no leads Flagged
"Kitchen designers" has spent $161 with 0 conversions. "Wardrobe cabinetry melbourne" has spent $126 with 0 conversions. These two keywords alone account for $287 — 26% of total spend — with nothing to show for it. Recommend pausing or reducing bids on zero-conversion keywords over $50 spend.
Section 04
Next 30 days
Week 1 · 11–17 Mar
Validate conversion tracking with a test lead
Check for duplicate tags in GTM
Pause "kitchen designers" keyword ($161, 0 leads)
Pause "wardrobe cabinetry melbourne" ($126, 0 leads)
Week 2 · 18–24 Mar
Review new search terms triggered
Add any new negative keywords found
Check CTR vs previous 2 weeks
Review Search Partners conversion data
Week 3 · 25–31 Mar
Review overnight hour schedule impact
Pause keywords: 50+ clicks, 0 conversions
Assess budget increase case
Week 4 · 1–10 Apr
Full 30-day performance review
Tablet bid test review (need 5+ leads)
Decide: increase budget to $35–40/day?
Assess Maximise Conversions learning progress