Billings Equipment — Conversion Optimization Report

Prepared by 410 Strategy Group

Analysis Window: Dec 1, 2025 – May 3, 2026

Focus: Lead Form Submits + Click-to-Call + Calls from Ads

Executive Summary

We combined GA4 + Google Ads conversion data to identify which targeting patterns generated the highest conversion signals. We then implemented live campaign optimizations aligned to those findings.

2,699

Paid Search Sessions (GA4)

Paid Search Conversions (GA4)

4,555

Google Ads Spend

8.15%

CTR (Google Ads)

Source: Google Ads + GA4 pull generated 2026-05-04 for Dec 1, 2025 through May 3, 2026.

Observed Conversion Drivers

1) Time-of-day concentration

Strongest conversion clusters occurred from 11:00–22:00, especially 16:00–21:00.
These windows repeatedly showed stronger conversion density vs off-hours.

2) Device behavior

Both major devices contributed meaningful conversion volume.
Optimization approach: maintain dual-device coverage and prioritize strongest converting segments.

3) High-intent query signals

“near me”, “used”, and local-intent modifiers (e.g., Montana) consistently appeared among converting terms.

4) Waste patterns

Non-core and competitor-intent terms continued absorbing spend with lower quality outcomes.
Action taken: direct exclusions + pausing poor performers.

What We Implemented (Live)

Applied in account

Optimization Area	Change Applied	Reason
Dayparting / Bid Timing	12 ad schedules added Mon–Fri: 11:00–16:00 (+15%), 16:00–22:00 (+30%) Sat/Sun: 11:00–22:00 (+15%)	Align spend to highest call/lead signal windows
Winner Keyword Expansion	10 keywords added (exact + phrase variants for top converting intent themes)	Increase exposure on proven high-intent search behavior
Waste Control (Keyword Status)	7 keywords paused	Reduce spend leakage from low-quality conversion signals
Waste Control (Negatives)	9 new negative keywords added	Block repeat non-qualifying traffic patterns

Measurement Notes

Legacy Smart Campaign conversion actions remain locked in the account history.
Current optimization intent remains focused on: Lead Form Submit, Clicks to Call, and Calls from Ads.
This update set is designed to improve quality/efficiency around those primary conversion behaviors.

30-Day Follow-Up Plan

Validate conversion mix shift by daypart and query class.
Review call outcomes from peak windows and tune bid modifiers.
Promote additional high-intent terms that convert at efficient CPA.
Continue pruning out-of-scope / low-quality query traffic monthly.

Prepared for client delivery by 410 Strategy Group.