Executive Summary
Combined Ad Performance Overview
All platforms combined across the full 60-day window. Google Ads reports conversions as phone calls and form fills. Meta Ads reports purchases (policy sales/quotes). Note: Google Ads conversion data shows 0 in the automated metrics service due to how conversions are classified — actual Google conversion data is pulled directly from the Google Ads API (383 total conversions).
60 Days (Apr 4 – Jun 2)
$6,912
Total Ad Spend (G: $5,274 + M: $1,638)
436 Conversions
Google: 383 | Meta: 53 purchases
$15.85 blended CPA
30 Days (May 4 – Jun 2)
$4,192
Total Ad Spend (G: $3,586 + M: $606)
286 Conversions
Google: 263 | Meta: 23 purchases
$14.66 blended CPA
15 Days (May 19 – Jun 2)
$2,014
Total Ad Spend (G: $1,692 + M: $322)
150 Conversions
Google: 135 | Meta: 15 purchases
$13.43 blended CPA
CPA Trend: Improving Every Window
Blended CPA is dropping consistently — $15.85 (60d) → $14.66 (30d) → $13.43 (15d). The most recent 15 days are the most efficient period, with Meta purchases at an incredible $21.45 CPA and Google conversions running lean at $12.53 CPA.
Google Ads
Search & PMax Performance
Account 2439696565 — Maximize Conversions bidding. Two active campaigns: SRCH Homeowner Insurance (Search) and PMax General (Performance Max). PMax General #2 was paused during this period.
Multi-Window Comparison
| Metric | 60 Days | 30 Days | 15 Days | Trend |
|---|
| Spend | $5,274.41 | $3,585.85 | $1,691.75 | Steady |
| Clicks | 2,227 | 1,620 | 892 | Consistent |
| Impressions | 33,208 | 24,485 | 14,140 | Consistent |
| Conversions | 383 | 263 | 135 | Strong |
| CTR | 6.71% | 6.62% | 6.31% | Stable |
| CPC | $2.37 | $2.21 | $1.90 | Improving ↓ |
| CPA | $13.77 | $13.63 | $12.53 | Improving ↓ |
| Conv. Rate | 17.2% | 16.2% | 15.1% | Stable |
Campaign Breakdown (60 Days)
| Campaign | Status | Spend | Clicks | Impressions | Conv. | CPA | CTR | CPC |
|---|
| SRCH || Homeowner Insurance |
Enabled |
$3,321.24 |
775 |
7,617 |
219 |
$15.17 |
10.17% |
$4.29 |
| PMAX | General |
Enabled |
$1,931.99 |
1,445 |
25,459 |
162 |
$11.93 |
5.68% |
$1.34 |
| PMAX | General #2 |
Paused |
$21.18 |
7 |
132 |
2 |
$10.59 |
5.30% |
$3.03 |
| TOTAL |
|
$5,274.41 |
2,227 |
33,208 |
383 |
$13.77 |
6.71% |
$2.37 |
Conversion Action Breakdown (60 Days)
Calls from Ads
309
80.7% of total
Thank You Page Load (Forms)
67
17.5% of total
Call from Website
7
1.8% of total
Phone Calls Dominate at 82.5%
309 "Calls from Ads" + 7 "Call from Website" = 316 phone call conversions (82.5%). Form submissions represent 17.5% (67 Thank You Page Loads). This aligns with GGIS's primary conversion goal of phone calls. SRCH carries the majority of call volume (196 Calls from Ads), while PMax General drives more form fills (50 Thank You Page Loads vs SRCH's 17).
PMax Network Distribution (60 Days)
Search
$1,365 · 360 clicks · 116 conv
Discover
$503 · 957 clicks · 44 conv
Content
$30 · 32 clicks · 0 conv
YouTube
$18 · 81 clicks · 1 conv
Maps
$13 · 13 clicks · 1 conv
Search Partners
$3 · 2 clicks · 0 conv
PMax Network Allocation is Healthy
96.8% of PMax spend goes to Search (70.8%) and Discover (26.0%) — both conversion-driving networks. Minimal waste on Content ($30), YouTube ($18), and Search Partners ($3). Discover is delivering 44 conversions at ~$11.43 CPA, outperforming the account average.
Day-of-Week Performance (60 Days)
| Day | Spend | Clicks | Impressions | Conversions | CPA |
|---|
| Monday | $1,019 | 357 | 4,444 | 68 | $14.98 |
| Tuesday | $935 | 328 | 5,595 | 70 | $13.36 |
| Thursday | $795 | 303 | 4,463 | 60 | $13.25 |
| Friday | $701 | 311 | 3,912 | 54 | $12.98 |
| Saturday | $514 | 319 | 5,051 | 49 | $10.49 |
| Wednesday | $763 | 283 | 4,321 | 44 | $17.34 |
| Sunday | $547 | 326 | 5,422 | 38 | $14.41 |
Saturday is the Most Efficient Day
Saturday delivers the lowest CPA at $10.49 with 49 conversions on only $514 spend. Tuesday has the highest volume (70 conv) at a solid $13.36 CPA. Wednesday is the weakest weekday at $17.34 CPA. Weekend spend is naturally lower but conversion rates are strong.
Top 15 Keywords by Spend (60 Days)
| # | Keyword | Match | Campaign | Spend | Clicks | Conv. | CPA | CTR |
|---|
| 1 | california fair plan | Phrase | SRCH | $1,439 | 342 | 96 | $14.99 | 14.07% |
| 2 | homeowners insurance | Broad | SRCH | $546 | 120 | 36 | $15.17 | 5.49% |
| 3 | home insurance broker near me | Broad | SRCH | $286 | 61 | 24 | $11.93 | 11.49% |
| 4 | california fair insurance plan | Phrase | SRCH | $235 | 46 | 11 | $21.39 | 14.29% |
| 5 | how to get california fair plan | Broad | SRCH | $198 | 43 | 12 | $16.54 | 8.67% |
| 6 | global guard insurance | Exact | SRCH | $197 | 64 | 14 | $14.11 | 27.47% |
| 7 | homeowner insurance california | Phrase | SRCH | $120 | 26 | 6 | $20.06 | 13.61% |
| 8 | california home insurance | Phrase | SRCH | $82 | 17 | 7 | $11.75 | 14.05% |
| 9 | homeowner insurance broker near me | Exact | SRCH | $69 | 17 | 3 | $23.12 | 14.66% |
| 10 | home owners insurance | Phrase | SRCH | $66 | 13 | 5 | $13.16 | 7.83% |
| 11 | california fire plan | Broad | SRCH | $25 | 7 | 1 | $25.18 | 6.19% |
| 12 | fair plan california | Broad | SRCH | $20 | 6 | 2 | $9.82 | 20.00% |
| 13 | ca fair plan insurance | Broad | SRCH | $18 | 5 | 1 | $17.89 | 14.71% |
| 14 | home insurance | Phrase | SRCH | $9 | 2 | 0 | — | 3.57% |
| 15 | what is fair plan insurance california | Broad | SRCH | $7 | 5 | 1 | $6.62 | 20.83% |
"California Fair Plan" is the #1 Revenue Driver
"california fair plan" (Phrase) alone delivered 96 conversions at $14.99 CPA on $1,439 spend — that's 25.1% of ALL Google conversions from a single keyword. The branded term "global guard insurance" has a 27.47% CTR with 14 conversions at $14.11 CPA. "home insurance broker near me" is the best local-intent keyword at $11.93 CPA with 24 conversions.
Search Impression Share: ~10%
Both SRCH and PMax report approximately 10% search impression share, meaning we're losing ~90% of available search impressions. This is primarily a budget constraint — increasing daily budget would capture significantly more high-intent traffic at the current efficient CPAs. At $13.77 CPA, every additional dollar of budget is profitable.
Meta Ads
CFP Homeowner Purchase Campaigns
Account act_2241384522845235 — Two active Sales campaigns targeting California homeowners with CFP (California FAIR Plan) messaging. Conversions tracked as purchases (policy quotes/applications).
Multi-Window Comparison
| Metric | 60 Days | 30 Days | 15 Days | Trend |
|---|
| Spend | $1,638.15 | $606.34 | $321.78 | Steady |
| Clicks | 611 | 234 | 124 | Consistent |
| Impressions | 21,466 | 7,662 | 4,255 | Consistent |
| Purchases | 53 | 23 | 15 | Strong |
| CTR | 2.85% | 3.05% | 2.91% | Improving |
| CPC | $2.68 | $2.59 | $2.60 | Stable |
| CPA (per purchase) | $30.91 | $26.36 | $21.45 | Improving ↓ |
| Reach | 9,561 | 4,237 | 2,622 | Scaling |
Campaign Breakdown (60 Days)
| Campaign | Status | Budget | Spend | Clicks | Purchases | CPA | CTR | CPC | Reach |
|---|
| CFP V2 |
Active |
$10/day |
$1,095.48 |
396 |
34 |
$32.22 |
2.81% |
$2.77 |
5,996 |
| CFP Zip Codes |
Active |
$10/day |
$542.67 |
215 |
19 |
$28.56 |
2.92% |
$2.52 |
4,341 |
| TOTAL |
|
|
$1,638.15 |
611 |
53 |
$30.91 |
2.85% |
$2.68 |
9,561 |
Zip Code Targeting Outperforms in Last 15 Days
In the most recent 15 days, CFP Zip Codes is delivering 9 purchases at $18.65 CPA vs CFP V2's 6 purchases at $25.66 CPA. The geo-targeted campaign is 27% more efficient. Both campaigns are running on just $10/day budgets — there's significant room to scale.
15-Day Campaign Comparison (May 19 – Jun 2)
| Campaign | Spend | Clicks | Purchases | CPA | CTR |
|---|
| CFP Zip Codes |
$167.85 |
64 |
9 |
$18.65 |
2.81% |
| CFP V2 |
$153.93 |
60 |
6 |
$25.66 |
3.04% |
| TOTAL |
$321.78 |
124 |
15 |
$21.45 |
2.91% |
Organic SEO
Search Engine Rankings
SEMrush data for globalguardins.com. Strong brand presence and dominant #1 positions on California insurance content.
1
instant insurance incentive
/instant-insurance-incentive-2025-what-you-need-to-know/
1
instant insurance incentive 2025
/instant-insurance-incentive-2025-what-you-need-to-know/
1
global car insurance
/auto-insurance-quote/
34
full coverage car insurance
/what-is-full-coverage-car-insurance-in-california/
1
insurance incentive 2025
/instant-insurance-incentive-2025-what-you-need-to-know/
2
global auto insurance
/auto-insurance-quote/
16
good driver insurance
/the-road-to-savings-unveiling-the-good-driver-discount.../
Dominant #1 Rankings on High-Value Keywords
GGIS owns position #1 for 12+ keywords including "instant insurance incentive" (5,400/mo), "instant insurance incentive 2025" (2,900/mo), the brand name (210/mo), and multiple "global car/auto insurance" variants. The insurance incentive content page alone captures 38.7% of all organic traffic. Huge opportunity: "full coverage car insurance" (110K monthly searches) is at position 34 — moving to page 1 could be transformative.
Account Changes
Recent Optimizations (Last 14 Days)
Changes made to Google Ads account by the Melleka team. Focused on negative keyword additions and campaign structure optimization.
Jun 1
53 Negative Keywords Added to SRCH || Homeowner Insurance — Competitor brand exclusions including "21st century insurance", "ace property and casualty", "adriana's insurance", "allstate", "american family insurance", "amica", "auto club", "bear river insurance", "bristol west", "chubb", "farmers insurance", "geico", "kemper", "lemonade", "liberty mutual", "metlife", "nationwide", "progressive", "safeco", "state farm", "travelers", "usaa", and 30+ more. Prevents wasted spend on people searching for other insurance companies.
Jun 1
PMAX | General #2 Campaign Paused — Campaign status changed from ENABLED to PAUSED. This campaign had only $21.18 in spend with 2 conversions over 60 days. Consolidating budget into the primary PMax General campaign for better algorithmic performance.
May 26–Jun 1
New Ad Group Created — "CFP Ad Group" added to SRCH || Homeowner Insurance (Ad Group ID: 194307145100) with new California FAIR Plan specific keywords. Includes "how to get california fair plan" targeting to capture high-intent searches.
Strategic Analysis
Key Insights & Recommendations
1. Account Health is Excellent
383 Google conversions at $13.77 CPA + 53 Meta purchases at $30.91 CPA = 436 total conversions at $15.85 blended CPA. For insurance, this is outstanding. The account is running lean and efficient across both platforms. CPA is trending DOWN every window — the algorithm is learning and optimizing.
2. Budget is the #1 Growth Lever
With only ~10% search impression share, GGIS is missing 90% of available searches. At the current $13.77 Google CPA and $21.45 Meta CPA (15-day), increasing budgets would capture more high-intent traffic without significantly impacting efficiency. Consider doubling Google daily budget as a test — the data supports it.
3. "California Fair Plan" is a Goldmine
CFP-related keywords dominate both Google (96 conversions from "california fair plan" alone) and Meta (both active campaigns are CFP-focused). The organic content ranks #1 for multiple CFP terms. This is a clear competitive advantage — GGIS owns this topic across paid AND organic. Continue investing heavily here.
4. Meta Budgets Are Severely Constrained
Both Meta campaigns are running at just $10/day each ($20/day total). The CFP Zip Codes campaign is delivering purchases at $18.65 CPA (15-day) — excellent for insurance. At this efficiency, increasing to $25-30/day per campaign would be a high-confidence move. The campaigns reached 9,561 people over 60 days — there's significantly more untapped audience.
5. SEO Opportunity: "Full Coverage Car Insurance"
GGIS ranks #34 for "full coverage car insurance" (110,000 monthly searches at $39.11 CPC). This is a massive opportunity. The existing blog post needs expansion with California-specific content, internal links from the homepage, schema markup, and potentially a dedicated landing page. Moving to page 1 could generate thousands of organic visitors monthly.
6. Competitor Negatives Were a Smart Addition
The 53 competitor brand negatives added on Jun 1 (State Farm, Geico, Allstate, Progressive, USAA, Liberty Mutual, etc.) will eliminate wasted spend on people searching for specific competing insurers. This is a best practice for insurance PPC — branded competitor searches rarely convert for other companies.