113 in August · down 8.8%
September at a glance
Lead results checked against GA4 in the reporting budget sheet.
74 in August · up 13.5%
€ 221 in August · down 31.4%
21 in August · awaiting confirmation
Investment and efficiency
Actual media spend€ 12,739
September budget€ 16,000
€ 3,261 below budget. Spend fell 22.1% versus August.
Paid share of all submissions81.6%
Up from 65.5% in August.
What the results mean
September generated more paid-attributed submissions at a lower cost. Total submissions declined slightly, so the acquisition mix shifted towards paid ads.
Paid submission efficiency improved
The next step is confirming which submissions became good-quality commercial leads.
The next step is confirming which submissions became good-quality commercial leads.
September client validation is awaiting confirmation. Pipedrive shows three September-created records converted to deals; the relationship to the client-validation metric is still being established.
Channel performance
September spend uses the checked budget sheet; delivery uses platform exports.
Google Ads
Actual spend€ 7,485
Ad clicks2,172
39,295 impressions · 5.53% CTR · 116 tracked conversions
All delivery was Search. Non-Brand and iGaming generated 114 of 116 tracked conversions. Non-Brand increased from 84 to 92; iGaming declined from 37 to 22.
LinkedIn Ads
Actual spend€ 5,254
Landing-page clicks2,471
368,946 impressions · 3,619 clicks · 0.98% CTR
Eight campaigns are represented. Landing-page clicks declined from 3,844 in August. The platform recorded 12 tracked actions, including post-click and view-through attribution.
Platform actions provide campaign diagnostics; headline lead counts use the checked GA4 results. Google export spend is €49.32 below the sheet and is being reconciled. September Meta activity is unconfirmed.
Google campaign performance
| Campaign | August conversions | September conversions | September platform CPA |
|---|---|---|---|
| Non-Brand | 84 | 92 | € 52.87 |
| iGaming | 37 | 22 | € 69.15 |
| SBC Lisbon | New in September | 1 | € 995.90 |
| Brand | 0 | 1 | € 53.78 |
Conversions are Google-tracked actions. Platform CPA uses campaign export spend and is separate from cost per client-validated lead.
May–September performance
Monthly investment and checked lead results. EUR amounts rounded to the nearest euro.
| Month | Actual spend | All leads | Paid-ad leads | Validated leads | Paid CPL |
|---|---|---|---|---|---|
| May | € 3,217 | Pending | Pending | Pending | — |
| June | € 10,150 | Pending | Pending | Pending | — |
| July | € 10,589 | 124 | 36 | 43 | € 294 |
| August | € 16,354 | 113 | 74 | 21 | € 221 |
| September | € 12,739 | 103 | 84 | Pending | € 152 |
Monthly media investment
Website engagement
Active time increased, while scroll depth eased slightly and the dead-click rate improved.
Active time · August → September26s → 31s
Scroll depth31.88% → 30.79%
Dead-click rate1.69% → 1.24%
Clarity dashboard evidence. GA4 confirms 103 form-success events across 86 users. Events, users and client-validated leads have distinct definitions.
October Google Ads recommendations
Chado's October action plan focuses on attracting more relevant business enquiries, improving Search performance and connecting campaign activity to client-validated leads. Campaign, budget and website changes will follow the agreed approval process.
Focus bidding on meaningful enquiries
Chado will audit submission tracking, check for overlapping conversion tags and review the values used by automated bidding. We will identify any goal changes needed so Google can optimise towards relevant business enquiries, with client-validation feedback informing the next steps.
Win more relevant Search opportunities
Chado will review keyword relevance, ad copy, landing-page alignment and bids to address Non-Brand's 71.91% impression loss to rank. We will prioritise improvements that help Payhound compete for relevant searches and track their effect on enquiry volume and cost.
Improve iGaming enquiry efficiency
Chado will investigate why conversions fell from 37 to 22 on similar spend. We will review search terms, devices and locations, then use the findings to refine exclusions, targeting and messaging. Our aim is to reduce wasted clicks and improve the cost of relevant iGaming enquiries.
Use SBC outcomes to improve future campaigns
Chado will reconcile the six SBC meeting submissions with campaign sources and sales feedback. This will help explain the campaign's €995.90 platform CPA and identify which audiences, messages and follow-up activity should inform future event campaigns.
Make the path to enquiry clearer
Chado will review the merchant page's mobile experience and visitor recordings, then propose tests for clearer business qualification, settlement and licensing proof, and the sales CTA. Approved tests will be assessed for their effect on form completion and enquiry quality.
Connect optimisation to lead quality
Chado will work with Payhound to confirm September's validated leads and map them to acquisition sources where the data allows. We will use this feedback to assess which campaigns produce useful commercial demand and guide the next optimisation decisions.