Weekly Report · Apr 26 – May 2, 2026

Spend up 35%, conversions flat. Efficiency took a step back this week.

$3,639 in ad spend produced 20 conversions — only 1 fewer than last week, but at $182 CPA vs $129. Two campaigns burned $1,120 with zero conversions: White Glove MT and the new OC launch.

$182

Cost per conversion · This week

▲ +41% vs last week ($129) ▲ +54% vs April avg ($118)

Conversions

20

▼ 1 vs last week (21)

Spend

$3,639

▲ +$937 vs last week

Conv. Rate

2.75%

▼ vs 2.86% last week

Weekly KPIs · This week vs Last week

The 6 numbers that define this week.

Conversions

20

▼ −5% (21)

Clicks

726

▼ −1% (735)

Conv. Rate

2.75%

▼ −0.11pp

Cost

$3,639

▲ +35% ($2,701)

Cost / Conv

$182

▲ +41% ($129)

Impressions

10,697

▲ +20% (8,891)

What jumped out: Avg CPC rose from $3.68 to $5.01 (+36%) while CTR fell from 8.27% to 6.79%. We paid more per click for less engagement — the hallmark signal of bidding into less qualified inventory. Two campaigns drove most of the damage: White Glove – MT ($798 spend, 0 conversions) and the new OC – GEO launch ($147, 0 conversions in its first 5 days).

Monthly Trend · Jan – May MTD 2026

YTD: $57,821 spent, 452 conversions, $128 blended CPA.

Feb was the worst (CPA $183). Mar–Apr stabilized at $118–119. May MTD $87 but only 5 days in — too early to extrapolate.

Month	Impressions	Clicks	Conv.	Conv. Rate	Spend	CPA
January	141,686	6,011	145	2.41%	$18,107	$125
February	70,144	2,036	54	2.65%	$9,866	$183
March	57,542	4,297	126	2.93%	$15,029	$119
April (final)	53,229	4,150	121	2.92%	$14,294	$118
May MTD (5 days)	1,374	74	6	8.11%	$525	$87

CPA trend (lower is better)

January

$125

February

$183

March

$119

April

$118

May MTD

$87

Campaign Performance · Apr 26 – May 2

Two campaigns carried the week; two lost it.

Warehousing + Long Distance/WG drove 17 of 20 conversions at $100 combined CPA. WG–MT spent $798 with 0 conversions; OC GEO is in learning phase.

Campaign	Impr.	Clicks	Conv.	CVR	Spend	CPA
Warehousing – Search3	4,136	384	9	2.34%	$1,026	$114
Long Distance / WG – Search1	2,344	94	8	8.51%	$640	$80
White Glove – New Warehouse MT	241	9	0	0.00%	$798	No conv.
3PL / Last Mile – Search4	3,442	196	1	0.51%	$431	$431
Search – Local Designer	234	17	0	0.00%	$322	No conv.
WG – New Warehouse State	267	23	2	8.70%	$275	$137
OC – GEO (launch wk 1)	33	3	0	0.00%	$147	Learning

Wasteful campaign of the week: WG–MT spent $798 on 9 clicks (0 conversions) — $88.62/click, 25× the account average. Audit keyword bids or pause immediately.

Geographic Performance · YTD by hub city

NYC and LA are still the engines. Newport is dormant.

Six cities produced ≥7 conversions YTD (132 of 452 total). OC launch just started Apr 28. Long Beach + Anaheim + Chicago = $2,738 YTD at $548 CPA — the chronic geo waste.

This week — top spending cities

City	Spend	Conv.	CPA	Status
Billings, MT	$527	0	—	Waste
New York, NY	$362	0	—	Watch
Bozeman, MT	$272	0	—	Waste
Los Angeles, CA	$106	2	$53	Healthy
Long Beach, CA	$69	0	—	Recurring
Austin, TX	$65	1	$65	Healthy
Sacramento, CA	$41	1	$41	Healthy

YTD — top performing hubs

Hub	Spend	Conv.	CPA	Verdict
New York, NY	$5,683	63	$90	Top engine
Los Angeles, CA	$2,731	27	$101	Healthy
Philadelphia, PA	$1,328	14	$95	Healthy
Baltimore, MD	$742	11	$67	Best CPA
Sacramento, CA	$484	10	$48	Best CPA
Miami, FL	$937	9	$104	Healthy
Long Beach, CA	$1,040	1	$1,040	Underperformer
Chicago, IL	$979	2	$489	Underperformer

Top Performing Ads · Apr 26 – May 2

Warehousing ads dominated. White Glove punched above its weight on CTR.

Top 5 ads account for 16 of 20 weekly conversions (80%). Ranked by conversions.

Ad headlines	Campaign	Conv.	Clicks	CTR	Spend	CPA
"Warehouse Packing And Shipping"	Warehousing – Search3	4	172	8.38%	$471	$118
"Warehousing Services Near Me"	Warehousing – Search3	4	125	10.55%	$304	$76
"White Glove Furniture Delivery"	Long Distance / WG	3	28	5.16%	$116	$39
"Specialty Item Moving Service"	Long Distance / WG	3	21	4.12%	$245	$82
"White Glove Moving Near You"	WG – New Warehouse State	2	12	8.51%	$134	$67

Pattern: The two warehousing ads both use literal keyword-matching headlines (packing, logistics, near me) and pull 2–3× the CTR of the white glove ads. Replicate this exact-match headline pattern across underperforming campaigns.

Top Performing Campaign · Apr 26 – May 2

Long Distance / WG – Search1 was the efficiency winner.

It produced 8 conversions on $640 — the lowest weekly CPA among campaigns with meaningful volume. Warehousing pulled higher absolute conversion count (9) but spent $1,026 to do it.

Long Distance / White Glove · Top efficiency

$80 CPA · 32% below account avg
8.51% conv. rate · 3× account avg
2,344 impressions · steady volume
$640 spend · disciplined

Warehousing · Top volume

$114 CPA · slightly above account avg
2.34% conv. rate · normal
4,136 impressions · highest volume
$1,026 spend · biggest budget

Pattern observation: The 2 winning campaigns share something: both have at least 6 months of accumulated conversion data, mature negative-keyword lists, and proven ad copy. The 2 losing campaigns (MT, OC) are both new/relaunched within the last 30 days — they're still in learning. Don't kill them for week-1 metrics, but watch closely; a 14-day no-conversion threshold is a clear signal.

Recommendations · Based on this week's data

Three operational fixes, ranked by dollar impact.

What's working — keep doing

Warehousing ad scent matching. The two top-converting ads use literal warehouse-keyword headlines and pulled 8 conv at $97 blended CPA. Replicate this exact-match pattern in other campaigns.
Long Distance / WG. $80 CPA at 8.51% conv rate is the account benchmark. The "Specialty Item Moving" + "White Glove Furniture Delivery" angles both convert.
NYC + LA + Philly hubs. Together they drive 23% of YTD conversions at sub-$105 CPA. Don't reduce budget here.
May MTD CPA ($87). The first 5 days of May are tracking best-of-year. Whatever changed Apr 28+ is helping — likely the geo refinements and new negatives applied in late April.

What's broken — fix this week

White Glove – MT campaign. $798 spent on 9 clicks ($89/click), 0 conversions. Either pause immediately or audit keyword bids — likely bid manipulation or targeting issue.
3PL / Last Mile – Search4. $431 spent, 1 conversion ($431 CPA, 0.51% conv rate). 3.6× worse than last week. Search-term audit needed.
Long Beach + Anaheim + Chicago. Combined $2,738 YTD with only 5 conversions ($548 CPA). These are the consistent geo waste. Either add as negative locations or build location-specific LPs.
OC – GEO launch (33 impressions in 5 days). Volume is dramatically below expectations. Likely keyword bids too low or geo targeting too tight. Day-14 review (May 12) needs to address this.

Suggested Next Actions · Week of May 5 – 11

Three plays for the next 7 days.

Ranked by dollar impact. Action 1 saves the most immediately, Action 3 sets up the Day-14 OC review.

1

Pause or audit White Glove – MT

Savings: $700–$900/wk. Pull search-term report. If on-strategy, drop max CPC 50%. If off-strategy, add negatives or pause. Decide within 2 days.

2

Search-term audit on 3PL / Last Mile

Savings: $200–$400/wk. Conv rate dropped to 0.51% this week. Add 5–10 negatives, lower bids on zero-conv terms. Should restore CPA to under $200.

3

Increase OC – GEO bids 25–40%

Lift: 250+ impressions/day. 33 impressions in 5 days = not in the auction. Raise bids 30% or switch to Maximize Clicks until Day-14 review May 12.

Day-14 OC GEO review — May 12, 2026. Targets: WG 3+ conv at <$200, Moving 2+ at <$250, Warehousing 1+ at <$500. If under target, kill/pivot decisions in the launch checklist apply.