Impressions
The number of times your ad was shown. The Immunity Bag campaign had 2,288 impressions in its first three weeks. Being shown is the top of the funnel, not a result on its own.
Clicks and click-through rate
Click-through rate, or CTR, is clicks divided by impressions. It tells you how well the ad matches what people searched.
Cost per click
What you paid, on average, for each click. It changes with your city, your competition and the time of year.
Conversions and cost per lead
A conversion is whatever action you tell Google to count: a call, a text, a form, a booking. Cost per lead is what you spent divided by those leads. The number is only as good as the tracking behind it, which is why we set up call, text and booking tracking before a campaign goes live.
Limited by budget
This status means Google could have shown your ad more often with a bigger daily budget. Anywhere's campaign carried it: more people were searching than the budget could reach. It is a signal of demand, not an error.
Search terms
The real searches that triggered your ads. Read them weekly. They tell you what people actually want and which searches to block with negative keywords.
The short version
- Impressions are reach, not results
- CTR = clicks ÷ impressions
- CPC = spend ÷ clicks
- Cost per lead depends on good tracking
- “Limited by budget” means demand