Overview
Executive Summary
Over the past 60 days, Global Guard Insurance generated 434 total conversions across Google Ads and Meta at a combined spend of $6,912.56 — delivering a blended CPA of $15.93. The most compelling trend: CPA is improving as the window narrows — from $15.93 (60-day) to $14.56 (30-day) to $14.18 (15-day), signaling accelerating efficiency. Phone calls dominate conversions at 82.4% of Google results, with the California Fair Plan keyword cluster driving 96 conversions alone. Meta CFP campaigns produced 53 purchases at $30.91 CPA, with the Zip Codes campaign outperforming V2 at $28.56 vs $32.22. The recent 15-day window shows Meta CPA dropping to $21.45 — a 30% improvement from the 60-day average.
Combined Platforms
Multi-Window Overview
60-Day Window
Total Spend$6,912.56
Total Conversions434
Blended CPA$15.93
Google Conv.381
Meta Purchases53
Total Clicks2,838
30-Day Window
Total Spend$4,192.19
Total Conversions288
Blended CPA$14.56
Google Conv.265
Meta Purchases23
Total Clicks1,854
15-Day Window ✓
Total Spend$2,013.53
Total Conversions142
Blended CPA$14.18
Google Conv.127
Meta Purchases15
Total Clicks1,016
CPA Trend — Improving
$15.93
60-Day
→
$14.56
30-Day
→
$14.18
15-Day
Google Ads
Campaign Performance Deep Dive
Google Ads — Window Comparison
| Metric | 60-Day | 30-Day | 15-Day | Trend |
|---|---|---|---|---|
| Spend | $5,274.41 | $3,585.85 | $1,691.75 | — |
| Clicks | 2,227 | 1,620 | 892 | — |
| Impressions | 33,208 | 24,485 | 14,140 | — |
| CTR | 6.71% | 6.62% | 6.31% | Stable |
| CPC | $2.37 | $2.21 | $1.90 | ▼ Better |
| Conversions | 381 | 265 | 127 | — |
| CPA | $13.84 | $13.53 | $13.32 | ▼ Better |
Campaign Breakdown — 60-Day
| Campaign | Spend | Clicks | Impr. | CTR | CPC | Conv. | CPA |
|---|---|---|---|---|---|---|---|
| SRCH || Homeowner Insurance | $3,321.24 | 775 | 7,617 | 10.17% | $4.29 | 219 | $15.17 |
| PMAX | General | $1,931.99 | 1,445 | 25,459 | 5.68% | $1.34 | 162 | $11.93 |
| PMAX | General #2 | $21.18 | 7 | 132 | 5.30% | $3.03 | 0 | — |
| Total | $5,274.41 | 2,227 | 33,208 | 6.71% | $2.37 | 381 | $13.84 |
Campaign Breakdown — 15-Day (Most Recent)
| Campaign | Spend | Clicks | Impr. | CTR | CPC | Conv. | CPA |
|---|---|---|---|---|---|---|---|
| SRCH || Homeowner Insurance | $1,060.76 | 243 | 2,174 | 11.18% | $4.37 | 75 | $14.14 |
| PMAX | General | $630.99 | 649 | 11,966 | 5.42% | $0.97 | 52 | $12.13 |
| Total | $1,691.75 | 892 | 14,140 | 6.31% | $1.90 | 127 | $13.32 |
Conversion Type Breakdown — Google (60-Day)
381Total
Phone Calls — 314 (82.4%)
Calls from Ads: 309 · Website Calls: 7
Calls from Ads: 309 · Website Calls: 7
Form Fills — 67 (17.6%)
Thank You Page Loads
Thank You Page Loads
Daily Google Ads Performance — May 19 to Jun 2
Blue bars = daily spend · Green bars = daily conversions (scaled)
10
5/19
11
5/20
10
5/21
5
5/22
8
5/23
4
5/24
3
5/25
15
5/26
11
5/27
9
5/28
9
5/29
10
5/30
10
5/31
6
6/1
6
6/2
Avg: 8.5 conv/day
Peak: 15 conv (May 26)
Avg Spend: $112.78/day
Keywords
Keyword Intelligence — 60-Day
Top Performer
"california fair plan" Phrase
Conversions
96
CPA
$14.99
CTR
14.07%
342 clicks · $1,438.83 spend · $4.21 CPC
Branded Search
"global guard insurance" Exact
Conversions
14
CTR
27.47%
CPC
$3.09
64 clicks · $197.48 spend · $14.11 CPA
Top 10 Keywords by Conversions
| Keyword | Match | Clicks | Conv. | Spend | CTR | CPC | CPA |
|---|---|---|---|---|---|---|---|
| "california fair plan" | Phrase | 342 | 96 | $1,438.83 | 14.07% | $4.21 | $14.99 |
| "homeowners insurance" | Broad | 120 | 36 | $546.25 | 5.49% | $4.55 | $15.17 |
| "home insurance broker near me" | Broad | 61 | 24 | $286.20 | 11.49% | $4.69 | $11.93 |
| "global guard insurance" | Exact | 64 | 14 | $197.48 | 27.47% | $3.09 | $14.11 |
| "how to get california fair plan" | Broad | 43 | 12 | $198.45 | 8.67% | $4.62 | $16.54 |
| "california fair insurance plan" | Phrase | 46 | 11 | $235.29 | 14.29% | $5.11 | $21.39 |
| "homeowners insurance" | Phrase | 31 | 10 | $130.71 | 5.72% | $4.22 | $13.07 |
| "california fair plan insurance" | Phrase | 25 | 6 | $125.99 | 11.57% | $5.04 | $21.00 |
| "home insurance" | Phrase | 16 | 3 | $71.44 | 5.55% | $4.47 | $23.81 |
| "home insurance broker" | Exact | 10 | 2 | $55.41 | 5.59% | $5.54 | $27.71 |
Meta Ads
CFP Homeowners Campaign Performance
Meta Ads — Window Comparison
| Metric | 60-Day | 30-Day | 15-Day | Trend |
|---|---|---|---|---|
| Spend | $1,638.15 | $606.34 | $321.78 | — |
| Clicks | 611 | 234 | 124 | — |
| Impressions | 21,466 | 7,662 | 4,255 | — |
| CTR | 2.85% | 3.05% | 2.91% | Stable |
| CPC | $2.68 | $2.59 | $2.60 | Stable |
| Purchases | 53 | 23 | 15 | — |
| CPA | $30.91 | $26.36 | $21.45 | ▼ 30% Better |
| CPM | $76.31 | $79.14 | $75.62 | Stable |
| Reach | 9,561 | 4,237 | 2,622 | — |
CFP | Zip Codes — Winner
60-Day CPA
$28.56
19 purchases
15-Day CPA
$18.65
9 purchases
CPA improved 35% in last 15 days
CFP | V2
60-Day CPA
$32.22
34 purchases
15-Day CPA
$25.66
6 purchases
CPA improved 20% in last 15 days
Organic Search
SEO Snapshot
Top Keyword Volume
110,000
"full coverage car insurance" — Pos. 34
#1 Rankings
8
Keywords ranking position 1
Top Organic Traffic
25.15%
"instant insurance incentive"
Top Organic Keywords
| Keyword | Position | Volume | CPC Value | Traffic % |
|---|---|---|---|---|
| instant insurance incentive | #1 | 5,400 | $16.06 | 25.15% |
| instant insurance incentive 2025 | #1 | 2,900 | $15.51 | 13.48% |
| global guard insurance | #1 | 210 | $2.53 | 9.56% |
| global car insurance | #1 | 480 | $8.32 | 6.77% |
| full coverage car insurance | #34 | 110,000 | $39.11 | 4.38% |
| insurance incentive 2025 | #1 | 720 | $13.34 | 3.35% |
| global auto insurance | #2 | 320 | $8.32 | 2.39% |
| good driver insurance | #16 | 4,400 | $18.23 | 0.34% |
Activity
Optimization Log — Last 30 Days
June 1, 2026
Competitor Brand Negative Sweep — Added 9 negative exact-match keywords to SRCH Homeowner campaign: "21st century insurance", "ace property and casualty insurance company", "adriana's insurance", "adriana's insurance lynwood", "ameriquest insurance", "anchor general insurance", "answer financial", "auto insurance in spanish", "auto insurance quotes in spanish"
May 21, 2026
New Ad Group Created — "How to get CFP" ad group added to SRCH campaign targeting how-to intent queries. Added keyword "how to get california fair plan" [BROAD]. This keyword generated 12 conversions at $16.54 CPA in its first 12 days.
May 21, 2026
Negative Keywords Added — "california insurance broker" [EXACT] and "low income home insurance" [EXACT] added to prevent irrelevant match triggers.
May 13, 2026
Budget Increase — SRCH Homeowner Insurance daily budget increased from $75/day to $85/day (+13%) to capture additional high-intent search volume.
May 11, 2026
Negative Keywords Added — "earthquake insurance california" and "freeway insurance" blocked to eliminate off-topic spend.
Strategy
Insights & Recommendations
What's Working
- California Fair Plan keyword cluster is the engine — "california fair plan" alone delivered 96 conversions at $14.99 CPA, making it the single most valuable keyword in the account
- CPA is improving across every window: $15.93 (60d) to $14.56 (30d) to $14.18 (15d) — campaigns are getting more efficient over time
- Phone calls dominate at 82.4% of Google conversions, aligning perfectly with the business model where calls convert to policies
- PMax CPC dropped to $0.97 in the 15-day window — lowest CPC across any period, meaning the algorithm is finding cheaper traffic
- Meta Zip Codes campaign CPA dropped from $28.56 (60d) to $18.65 (15d) — a 35% improvement as the audience refines
- SRCH CTR improved to 11.18% in the 15-day window — the highest recorded, indicating strong ad relevance
Opportunities
- SRCH budget was increased to $85/day but CTR is still climbing (11.18%) — there's room to scale further to $100-$120/day given the strong conversion rate
- The "How to get CFP" ad group launched May 21 and already has 12 conversions at $16.54 CPA — consider expanding informational CFP keywords like "california fair plan application", "cfp insurance california", "fair plan homeowners insurance"
- Meta Zip Codes campaign ($18.65 CPA in 15-day) is outperforming V2 ($25.66) — consider shifting more budget from V2 to Zip Codes
- SEO: "full coverage car insurance" has 110,000 monthly searches and GGIS ranks #34 — improving this page could drive massive organic traffic
- The "instant insurance incentive" content is ranking #1 for 5,400 searches/month — this can be leveraged for more lead capture with a dedicated landing page CTA
- "good driver insurance" at position #16 with 4,400 monthly volume — within striking distance of page 1 with content optimization
Watch Items
- PMax General #2 spent $21.18 with zero conversions in 60 days — this campaign should be evaluated for pause or restructure
- Weekend dips are consistent — May 24-25 saw only 4 and 3 conversions respectively. Consider dayparting or weekend bid adjustments
- Meta V2 campaign CPA ($25.66 in 15-day) is 37% higher than Zip Codes ($18.65) — if this trend continues, budget reallocation is warranted