Dovetail Logistics · Google Ads · September

7 numbered insights from this month's dashboard. Each pin on the screenshot matches the card with the same number.

Numbered pins mark where each insight comes from on the dashboard.

Reach hit a new high

Overview

Impressions climbed to 14.7k (+3.64k) — the most reach the account has pulled in the three months we've tracked.

But CTR softened to 4.92% (-0.30): broader reach naturally pulls in a less pre-qualified audience, so a slight CTR dip is expected, not a fault.

Leads eased, cost per lead rose

Efficiency

Conversions came in at 24 (-8) and cost per lead rose to R592 (+R235) — the softest month of the three after August's high of 38.

The rise in cost per lead follows directly from fewer conversions spread over more spend — a volume swing, with the cause isolated in one campaign (see pin 4).

WMS is finally converting

Campaigns

WMS Ultimate Guide — a zero-conversion drain for two months — now spends R4,334 and shows conversions plus the top most-shown ad. The budget that looked wasted is starting to work.

TMS still anchors the account at 15 conversions, with Blog adding 8 — the load stays spread across more than one campaign.

TMS is the whole dip

Biggest change

TMS Ultimate Guide fell -7 conversions (-31.81%) — essentially the entire month-on-month drop sits in this one campaign.

That's the single thing to investigate: a landing-page, bid, or seasonality check on TMS is the fastest route back to August's lead level.

Desktop still converts harder

Devices

Mobile dominates cost and impressions, but computers take a visibly larger share of conversions — the same pattern every month.

A consistent case for a desktop bid adjustment to lean into the higher-intent segment.

Holding position, riding a trend

Auction · Search

Auction insights show Dovetail at the top of impression share against sage.com — we're the dominant advertiser in these auctions.

'Value logistics' search interest is up +14% YoY with 153 clicks captured — demand is moving our way.

Lead quality still not populating

Tracking

The funnel reads 723 interactions → 24 raw leads → 0 qualified. The qualified column now shows, but reads zero.

Until qualified/converted stages populate, we can't report lead quality — the one fix that would make next month's story about value, not just volume.

Prepared by ConvertedClick · Google Ads data for 27 Aug – 28 Sept 2026, compared with the previous period.