My Read Going Into This Review
- The campaign is working. $45.03 CPL, 42 conversions tracked by Google — matching rebel iQ's 43 leads almost exactly. CTR of 8.38% is above mortgage benchmarks.
- Lead quality is strong — 70% qualify on credit (≥620), 98% score HIGH or VERY_HIGH on contactability. The FTHB ad group drives 58% of leads and naturally skews toward longer timelines, expected for that keyword set.
- 14 leads have urgent purchase timelines (ASAP, within 30 days, or signed agreement) — the highest-priority segment for follow-up.
- One Google Ads enhancement to consider: closing the loop between Total Expert lead status and campaign optimization via advanced conversions — more on this in Recommended Actions.
Campaign Performance
Aug 1 – Sep 29
Clicks
220
Aug 113 Sep 107
Impressions
2,626
CTR 8.38%
Total Spend
$1,891
Budget limited $33/day
Avg. CPC
$8.60
FTHB $9.40 · Lenders $7.49
Cost Per Lead
$45
42 conv. Google-tracked
Lead Pipeline
rebel iQ Funnel
Total Leads
43
Aug 20 · Sep 23
Credit-Qual. ≥620
30
70% of leads
Contactability Score
98%
HIGH / VERY_HIGH
Urgent Timeline
14
ASAP · 30-day · signed
Monthly Trend
Campaign launched Aug 5 — Sep outpaced Aug on leads and spend
Ad Group — CPL & Lead Volume
Mortgage Application has the lowest CPL ($21) but minimal volume
Credit Score Distribution
43 leads · 70% qualify at ≥620 · 30% in credit repair or disqualified
Purchase Timeframe
14 leads had urgent timelines (ASAP / within 30 days) — most now aged 30–60 days
Top Search Terms
494 unique terms · 60 days · phrase match · Iowa + competitor negatives added 9/4
| Search Term |
Clicks |
Spend |
Leads |
CPL |
Lead Geography
35 of 43 leads in-state · 8 from Iowa border area
Competitive Landscape
Auction Insights · 23 advertisers · Aug 1 – Sep 29 · sorted by overlap rate
| Advertiser |
Imp. Share |
Overlap |
Top of Page |
Pos. Above |
Top Ad Creative
10 ads tracked · FTHB group leads on CTR · Lenders group underperforming
| Headline |
Impr. |
Clicks |
CTR |
When Leads Convert
Day & Hour
Conversions by Day of Week
Sunday tied for most leads with Wednesday
Conversions by Hour
4 PM accounts for 19% of all conversions
Recommended Actions
Prioritized
