Metric definitions differ by channel: Google = tracked conversion actions, Meta = Leads. Google Ads recorded only 2 conversions this window against 66 new CRM opportunities, so Google conversion tracking is very likely under-reporting and the blended cost/conversion is understated on the Google side. Local Falcon keyword/location breakdown was not returned by the campaign report endpoint; SoLV/ARP/ATRP are from the 2026-07-14 monthly scan.
Performance Summary — Blended: Google + Meta
Ad Spend
$2,629.41
Google + Meta
Conversions
42
Google conv. + Meta leads
Cost / Conversion
$62.60
blended
New Opportunities
66
created in CRM
Deals Won
7
moved to won in window
ROAS
119.9x
revenue won / blended spend
Win Rate
10.6%
wins / new opportunities
Google Ads
$1,828.02
2 conversions · $914.01 / conv
Meta Ads
$801.39
40 leads · $20.03 / lead
Open Pipeline Opps
201
current, all stages
Channel Breakdown
| Channel | Spend | Conversions |
Cost / Conv | Clicks | Impr. |
CTR | CPC | % of Spend |
| Google Ads (conversion actions) | $1,828.02 | 2 | $914.01 | 94 | 2,058 | 4.57% | $19.45 | 70% |
| Meta Ads (leads) | $801.39 | 40 | $20.03 | 466 | 33,787 | 1.38% | $1.72 | 30% |
| Blended | $2,629.41 | 42 | $62.60 | 560 | 35,845 | 1.56% | $4.70 | 100% |
Definition note: conversions are not like-for-like across channels.
Google counts tracked conversion actions; Meta counts Leads. Live since 2026-07-22 (10 days in window), so its spend share
understates its current daily run rate.
Daily Spend & Conversions
Campaign Performance
Google Ads
| Campaign | Spend | Conv. |
Clicks | Impr. |
| 3HPaving|Search|Asphalt|BearLake&CacheCounty | $870.07 | 0 | 40 | 363 |
| 3HPaving|SLC|Commercial | $651.43 | 2 | 28 | 1,120 |
| 3HPaving|SLC|Asphalt | $306.52 | 0 | 26 | 575 |
| Total | $1,828.02 | 2 | 94 | 2,058 |
Meta Ads
| Campaign | Spend | Leads |
Clicks | Impr. |
| 3H | Orka | Lead Gen | 2025 | $516.36 | 28 | 361 | 24,100 |
| 3H Paving | Wasatch Front | Leads | Jul 2026 | $285.03 | 12 | 105 | 9,687 |
| Total | $801.39 | 40 | 466 | 33,787 |
Pipeline - Current Open by Stage + Wins in Window
Bottleneck stage
Active stage (open)
Holding stage (Cold / Bad Lead)
Open on won-kind stage
Won (last 30d)
Bottleneck: Qualified Lead - 60 open opportunities sitting in this stage, the largest active backlog. Holding stages (Cold Lead, Bad Lead) and won stages are excluded.
Won Deals - Last 30 Days
| Stage | Deals | Value |
| Proposal Signed | 7 | $315,250 |
| Deal | Won | Value |
| Jed Thurgood | 2026-07-21 | $199,000 |
| Thomas Gibbons | 2026-07-13 | $34,250 |
| Carolyn Morgan- Royal | 2026-07-20 | $28,500 |
| Rex Housley | 2026-07-13 | $22,500 |
| David Ellis | 2026-07-29 | $11,300 |
| Laurie Ellsworth | 2026-07-30 | $10,450 |
| Jordan Bills | 2026-07-22 | $9,250 |
| Total | $315,250 |
Google Business Profile - Both Locations
Total Impressions
394
Maps + Search, all devices
| Location | Impressions | Directions |
Calls | Website Clicks |
| Bear Lake | 258 | 62 | 1 | 3 |
| Wasatch Front | 136 | 72 | 4 | 2 |
Local Search Visibility - Local Falcon
SoLV
84.89%
Share of Local Voice · +14.67 pts vs prior scan
ARP
2.42
Avg Rank Position · +0.41 vs prior scan
ATRP
2.42
Avg Total Rank Position · +1.86 vs prior scan
Monthly scan
15x15 grid · 10.0 mi radius · 2 locations ·
3 keywords · last run 2026-07-14 · next run 2026-08-14