Google Ads Report – Cold Chain 3PL (2026-04)

For April the account generated 15,681 impressions and 753 clicks, which produced 47.92 conversions on $5,182.33 in total spend. Overall, there was less ad activity and less traffic moving through the funnel during the month.

What it means

Efficiency declined alongside lower volume. With a 6.36% conversion rate and a $108.15 cost per conversion, the clicks we did get turned into conversions less often, and each conversion cost more than last month—so the drop in conversions was driven by both fewer clicks and weaker conversion performance.

Why this likely happened

The pattern is consistent across the funnel: impressions were down 18% and clicks were down 22%, followed by conversions down 31%. Spend also dropped (down 10%), but because cost per conversion rose 31% and conversion rate fell 12%, the lower spend did not translate into better efficiency.

Key metrics

• Impressions: 15,681
• Clicks: 753
• Conversions: 47.92
• Conversion rate: 6.36%
• Cost per conversion: $108.15
• Total spend: $5,182.33

Keyword patterns

Conversions appear concentrated in a small set of terms. The top converting keywords listed were “icetrans” (169), “frozen fulfillment” (95), “refrigerated shipping companies” (90), and “frozen food 3PL” (57), suggesting performance is being driven primarily by service-specific searches rather than a broadly distributed keyword mix. This mix will adjust based on the recent changes we’ve made in the account.

What we recommend

• Review search terms for the top converting keyword themes to prioritize higher-quality queries and reduce exposure to traffic that is likely contributing to the lower conversion rate.
• Rebalance budget/bids toward the keyword themes driving the most conversions (“frozen fulfillment,” “frozen food 3PL”) while watching whether cost per conversion improves.
• Check landing page and conversion-path performance for the highest-volume terms to look for friction that could explain the conversion rate decline.
• Split the highest-converting keywords into dedicated ad groups to tighten message-to-keyword alignment and gain better control over bids and performance.

How we’ll measure improvement

We’ll track whether efficiency rebounds while maintaining or growing conversion volume.

• Conversion rate increases from 6.36%.
• Cost per conversion decreases from $108.15.