Week at a Glance

Spend by Channel

Google Ads - Last 7 Days (Sep 7 to Sep 13)

3 active campaigns: PMAX (Dec 2024), SGM Shopping, SGM Water Delivery (Relaunch 2026-06).

Google Ads KPIs

Google Ads - Active Campaign Breakdown

Meta Ads - Last 7 Days (Sep 7 to Sep 13)

Two active campaigns: 'Digilign Contact Campaign v2' (lead objective) plus the 'FL Expansion - Sep 2026' test, now scaled to $586.06 for 17 leads ($34.47 per lead).

Meta Ads KPIs

Pipeline Splits - Closes This Week

Closes by Attributed Source

Analysis

• The Paul pipeline came back fully this week: 51 CLOSED-stage closes between Sep 7 and Sep 13, versus zero last week. That single recovery is the headline. Because blended cost per close spreads all paid spend across rep closes, Paul's return pulled cost per close down to $156.63 from last week's $249.25, even though total spend actually rose slightly. This confirms last week's read that the $249.25 spike was an artifact of an unworked pipeline, not a drop in ad efficiency; the underlying number was always closer to this $155 to $166 range.
• Josh held his strong week at 80 MAIN FUNNEL closes, matching last week. With Paul back, combined rep closes reached 131, up from 80. Both sides of the sales operation are now producing.
• Completed purchases rose again to 64 from 58, the best Purchase Funnel week in the run. Cost per completed purchase was $320.60 on total paid spend, down from $343.80. The purchase line has now climbed three readings running.
• Google spend was essentially flat at $8,207.13 versus $8,257.49, but efficiency softened a touch further: 73 conversions at $112.48 each (up from $108.69) and blended ROAS 0.44x (down from 0.48x). This is a second modest step back rather than a break, but the trend is now pointed the wrong way two weeks in and warrants attention.
• SGM Shopping degraded for a fourth straight week, to $149.62 per conversion and 0.32x ROAS on $3,136.25. The slide has run $83.32, then $117.12, then $131.51, now $149.62. This line is the clearest drag on Google efficiency and should not receive more budget before a search-term and product-feed audit.
• SGM Water Delivery stabilized: $115.53 per conversion and 0.52x on $808.73, with ROAS recovering from last week's 0.42x. Impressions stayed thin at 2,022, so the line is still delivery-constrained rather than fully back. The efficiency is there when it serves; the task is reclaiming volume.
• PMAX remains the account's most stable line: $94.71 per conversion at 0.52x on $4,262.16, roughly flat with last week's $90.86 and 0.55x. It continues to carry the account.
• Meta rose modestly to $12,310.94 and improved on the margin: 149 leads at $82.62 per lead, better than last week's 137 leads at $85.28, with CTR 1.61% and CPC $1.32. The Florida market test, 'FL Expansion - Sep 2026', scaled from a $101 seed to $586.06 this week and returned 17 leads at $34.47 per lead, less than half the account's blended cost per lead. It is the most efficient lead source in the account right now and has earned a closer look.
• The attribution gap narrowed but persists: 31 of 80 MAIN FUNNEL closes (39%) and 31 of 64 completed purchases (48%) land as Unknown or Unattributed, down from 44% and 62% last week. The source-stitching workstream is making progress; the purchase line remains the weakest-attributed and still understates true paid ROI.
• Data note: the GHL leads-by-source pull failed again this week on the same contacts-endpoint parameter issue flagged last week (the date filter is rejected). Channel counts on this report come from the ad platforms directly and the close-by-source splits come from pipeline records directly, so the numbers stand; only the raw-lead source breakdown is affected, and the toolkit fix is still outstanding.
• Framing note: MAIN FUNNEL, PAUL PIPELINE, and Purchase Funnel are distinct GHL pipelines. Rep closes (Josh 80 + Paul 51 = 131) are additive across the two sales pipelines; Purchase Funnel (64 completed purchases) is a separate object on its own line, not summed into the 131, to avoid double-counting.

Next Steps

1. Freeze budget on SGM Shopping and audit it. Cost per conversion has now risen four weeks running to $149.62 at 0.32x. Pull search terms and review the product feed for waste before any further spend.
2. Reclaim SGM Water Delivery volume. Efficiency recovered to $115.53 per conversion and 0.52x, but impressions are stuck near 2,000. Check bids and budget pacing to lift delivery on a line that performs when it serves.
3. Give the FL Expansion test room to run. At $34.47 per lead it is the account's most efficient source. Confirm the leads are converting, then consider a measured budget increase next week.
4. Watch Google blended efficiency. ROAS has eased two weeks in a row to 0.44x. Once SGM Shopping is addressed, reassess whether PMAX and Water Delivery should absorb the freed budget.
5. Close the source-attribution gaps. Fix the GHL leads-by-source pull, and keep advancing the source stitching for the 39% and 48% Unknown buckets on closes and purchases.