Google Ads Performance Report
Ombudsman Complaints — Lead Guide Signup Campaign
Campaign Period: All Time | Analysis Date: 10 December 2025 | Status: PAUSED
📊 Executive Summary
This report analyses the Google Ads "Lead – Guide Signup" campaign using Google Analytics thank-you page data for confirmed conversions. The campaign generated 509 clicks, 81 form starts, and 41 completed form submissions — a 50.6% form completion rate with a true CPA of £22.79.
📖 What Do These Terms Mean?
Impressions
The number of times your ad was shown to someone searching on Google. More impressions = more visibility.
Clicks
How many people clicked your ad to visit your website. You pay for each click.
CTR (Click-Through Rate)
Percentage of people who saw your ad and clicked it. Higher = more appealing ad. Formula: Clicks ÷ Impressions.
CPC (Cost Per Click)
How much you pay on average each time someone clicks your ad. Lower = more efficient spending.
Form Starts
People who began filling out your form (tracked by Google Ads). Shows interest but not commitment.
Form Completions
People who actually submitted the form and reached the thank-you page (tracked by GA4). These are your real leads.
CPA (Cost Per Acquisition)
How much you spend to get one lead. Formula: Total Spend ÷ Conversions. Lower = better value.
Conversion Rate
Percentage of clicks (or starts) that become conversions. Higher = more effective campaign/landing page.
This shows how people move from seeing your ad to becoming a lead. Each step loses some people — the goal is to minimise drop-off at each stage.
509
Ad Clicks
Visited your site
→
15.9%
→
81
Form Starts
Began the form
→
50.6%
→
41
Completions
Actual leads
| Funnel Stage |
Count |
Conversion Rate |
What It Means |
| Ad Clicks |
509 |
— |
People who clicked your ad |
| Form Starts |
81 |
15.9% |
1 in 6 visitors started the form |
| Form Completions |
41 |
50.6% |
Half of starters finished — that's good! |
Key Insight: The 50.6% form completion rate is solid — once users start the form, over half complete it. The bigger opportunity is improving the click-to-form-start rate (currently only 15.9% — meaning 84% of visitors leave without starting the form).
📈 Campaign Overview Google Ads
£934.20
Total Spend
Your total investment
509
Total Clicks
Website visitors from ads
20,295
Impressions
Times ad was shown
2.51%
CTR
Good (benchmark: 2-5%)
£1.84
Avg. CPC
Cost per website visit
81
Form Starts
Showed interest
🌐 Traffic & Engagement GA4 - Google/CPC
440
Total Users
Unique visitors
459
Sessions
Total visits
57.3%
Engagement Rate
Excellent! (30%+ is good)
25.2s
Avg. Engagement
Time actively on site
41
Form Completions
Actual leads generated
50.6%
Form Completion Rate
Starts → Completions
💰 Cost Efficiency — What Are You Paying For?
| Metric |
Form Starts |
Form Completions |
What This Tells You |
| Conversions |
81 |
41 |
81 interested, 41 committed |
| Cost per Acquisition |
£11.53 |
£22.79 |
True cost per lead is £22.79 |
| Conversion Rate |
15.91% |
8.06% |
8% of clicks become leads |
| What it measures |
Interest / Intent |
Actual Lead |
Both useful for different reasons |
In plain English: You're paying £22.79 for each person who actually fills in their details and becomes a lead you can follow up with. The £11.53 figure tells you the cost to get someone interested enough to start — useful for understanding where people drop off.
🔍 Top 5 Keywords Google Ads
Keywords are the search terms you're bidding on. When someone searches these phrases on Google, your ad may appear. Here are your top 5 performers ranked by traffic volume:
Why it works: Adding "UK" targets people specifically looking for British services. Good CTR (4.41%) and solid conversion rate (16.67%). Low volume but high quality. Recommendation: Keep and monitor — could scale with higher bids.
The puzzle: Amazing 23% CTR (people love clicking this ad!) but zero conversions. This suggests the landing page doesn't match what "commercial" searchers expect — they may want B2B-specific content. Recommendation: Create a commercial/business-focused landing page or pause this keyword.
The issue: Similar to above — "business" searchers clicking but not converting. May be looking for how to complain themselves rather than a service to help them. Recommendation: Low volume — monitor for more data or pause.
Potential: High CTR (18.18%) shows strong interest — people who've been mis-sold contracts want help! But with only 2 clicks and 0 conversions, need more data. Recommendation: Keep running — could be valuable if the landing page mentions mis-selling specifically.
Keyword Performance Summary
| Keyword |
Clicks |
Spend |
Form Starts |
CTR |
Status |
| [ombudsman services energy] |
177 |
£481.51 |
38.5 |
4.11% |
★ Star |
| [ombudsman services energy uk] |
6 |
£14.19 |
1 |
4.41% |
Converting |
| [commercial energy ombudsman] |
6 |
£14.82 |
0 |
23.08% |
Review |
| [business energy complaint] |
2 |
£6.54 |
0 |
11.76% |
Review |
| [mis-sold energy contract] |
2 |
£4.78 |
0 |
18.18% |
Monitor |
Spend on Non-Converting Keywords (#3-5)
£26.14 (2.8% of budget)
The Bigger Picture: Keyword List Health
Your account has 140+ keywords, but only 2 are actually driving conversions. The vast majority (97%) show "rarely served" or have zero impressions. This isn't unusual for niche B2B services, but it means most of your keyword list is dead weight.
📄 Landing Page Performance GA4
| Landing Page |
Sessions |
Key Events |
Avg. Time |
Conv. Rate |
| /free-guide |
427 |
94 |
19.9s |
14.75% |
| /free-guide-thank-you |
21 |
45 |
0s |
100% |
| / (homepage) |
8 |
0 |
0s |
0% |
What this means: The /free-guide page is doing its job — people who land there spend nearly 20 seconds reading and 14.75% take action. The small amount of traffic to the homepage (8 sessions) converts at 0%, confirming that sending ad traffic to a dedicated landing page was the right choice.
📧 What Happens After They Sign Up? Brevo Automation
Once someone completes the form, they enter a 4-email nurture sequence in Brevo. Here's how those 26 leads have engaged with the follow-up emails:
🤖
Automated Nurture Sequence
26 leads entered • 4 emails over ~10 days • 1 unsubscribe (3.8%)
EMAIL 1
"Hey [FIRSTNAME] Here is your Ultimate Guide..."
Sent immediately (1 min wait) • Delivers the guide
↓ 2 days
EMAIL 2
"Fix your bill faster with these 5 steps..."
Value-add content • Actionable tips
↓ 4 days
EMAIL 3
"[FIRSTNAME], What happens when..."
Educational content • Building trust
↓ 3 days
EMAIL 4
"The one line that unlocks progress..."
Final nurture email • Call to action
| Email |
Subject Line |
Opens |
Open % |
Clicks |
Click % |
| #1 Welcome |
"Hey [FIRSTNAME] Here is your Ultimate Guide..." |
7 |
27% |
4 |
15% |
| #2 Value |
"Fix your bill faster with these 5 steps..." |
4 |
15% |
2 |
8% |
| #3 Education |
"[FIRSTNAME], What happens when..." |
4 |
15% |
3 |
12% |
| #4 Final |
"The one line that unlocks progress..." |
4 |
15% |
2 |
8% |
| Sequence Totals |
19 |
18% |
11 |
11% |
📊 What This Tells Us About Lead Quality
Email 1 Performance (27% open)
The welcome email has the highest engagement — people are keen to receive the guide they signed up for. This is expected and healthy.
Consistent 15% Opens (Emails 2-4)
About 4 people consistently open follow-up emails. These are your most engaged leads — consider prioritising them for sales outreach.
Low Unsubscribe Rate (3.8%)
Only 1 person unsubscribed across all 4 emails. This suggests the content is relevant and the audience is genuinely interested.
11 Total Clicks Across Sequence
These clicks represent continued engagement beyond the initial signup. Track what they're clicking to understand their interests.
The full picture: Of the 41 form completions, 26 have entered the nurture sequence (the rest may be too recent or entered via a different path). The 27% open rate on Email 1 and continued 15% engagement shows these are real, interested leads — not just form submissions that go cold.
📊 How Does Google Ads Compare? GA4
| Traffic Source |
Users |
Key Events |
Conv. Rate |
Engagement |
| Google Ads (Paid) |
440 |
142 |
18.9% |
19.3s |
| Direct (typed URL) |
157 |
34 |
10.8% |
38.8s |
| Email Campaign (Brevo) |
9,640 |
68 |
0.6% |
0.3s |
| Google Organic (Free) |
12 |
1 |
8.3% |
24.8s |
The takeaway: Google Ads has the highest conversion rate (18.9%) of any significant traffic source. People searching for ombudsman help are high-intent — they have a problem and want a solution now. The email campaign drives massive volume but very low conversion, as expected for cold outreach.
💡 Key Insights — What Does This All Mean?
- Your form is working well: 50.6% of people who start the form finish it. That's a healthy completion rate — the form itself isn't the problem.
- The landing page is the bottleneck: Only 15.9% of visitors start the form. This means 84% leave without taking action. Improving this is your biggest opportunity.
- One keyword does the heavy lifting: [ombudsman services energy] drives 94.7% of all form starts. This is both great (it works!) and risky (all eggs in one basket).
- High-CTR keywords aren't converting: "Commercial" and "mis-sold" keywords get clicks but zero form starts. The landing page may not speak to these audiences.
- Google Ads traffic is high quality: 18.9% conversion rate beats all other channels. These are people actively searching for help.
- Most keywords are wasted: 97% of your 140+ keywords get no traffic. Time to clean house and focus on what works.
🎯 Summary & Recommendations
✓ What's Working
- [ombudsman services energy] — your star performer
- 50.6% form completion rate — form is good
- 57.3% engagement rate — quality traffic
- /free-guide landing page converting at 14.75%
- Highest conversion rate of all traffic sources
- Reasonable CPC (£1.84) for this sector
! Opportunities to Improve
- Landing page: Improve 15.9% click-to-form rate
- Keyword cleanup: Pause 130+ non-performing keywords
- Commercial traffic: Investigate why it's not converting
- Diversification: Reduce single-keyword dependency
- Form placement: Test above-fold visibility
- Campaign status: Currently PAUSED — restart?
🚀 Recommended Actions for Next 30 Days
1
Landing Page Test: Move form higher on page, add testimonials/trust signals, make the value clearer. Goal: improve 15.9% form start rate.
2
Keyword Cleanup: Delete all keywords with 0 impressions. Pause keywords with clicks but 0 conversions after 10+ clicks.
3
Expand Winner: Add phrase match and broad match versions of [ombudsman services energy] to capture more volume.
4
Negative Keywords: Add "template", "letter", "free", "how to" to filter out DIY searchers.
5
Form Review: Can any fields be removed? Each field reduces completion by ~5-10%. Only ask for what you truly need.
6
Re-enable Campaign: With optimisations in place, restart and monitor closely for 2 weeks before increasing budget.
📌 The Bottom Line
Your Google Ads campaign generated 41 real leads at £22.79 each. The campaign works — one keyword ([ombudsman services energy]) is doing the heavy lifting with a 21.75% conversion rate. Your biggest opportunity is improving the landing page to convert more of the 84% of visitors who currently leave without starting the form. Clean up the dead keywords, expand what's working, and you have a solid foundation to scale.