Google Ads Report – Modern Hearth (2026-04)

In April, ads served 1.22M impressions and drove 16,409 clicks, resulting in 134.94 conversions. Total spend was $15,111.93, reflecting steady ad activity and a solid volume of traffic entering the site from paid search.

What it means

Efficiency improved: conversion rate rose to 0.79% and cost per conversion dropped to $111.99. We turned a higher share of clicks into conversions while paying less per conversion, even though overall spend was slightly higher.

Why this likely happened

Traffic volume at the top of the funnel eased a bit (impressions down 4.21%), but engagement increased (clicks up 13%), which points to stronger click-through behavior. The biggest shift is on conversion efficiency (conversions up 45% with a 316% lift in conversion rate), suggesting the traffic coming in this month converted at a much higher rate than last month.

Key metrics

• Impressions: 1.22M
• Clicks: 16,409
• Conversions: 134.94
• Conversion rate: 0.79%
• Cost per conversion: $111.99
• Total spend: $15,111.93

Keyword patterns

Conversions are concentrated in a small set of keywords, led by the brand term “northline express,” (16 and 11 conversions) for 27 conversions combined. “northline express wood stove” contributed 1 conversion, reinforcing that the top conversion volume in the provided list is dominated by brand-aligned searches rather than a broad mix of service terms.

What we recommend

• Rebalance budget and bids toward the keywords driving the bulk of conversions, while watching whether cost per conversion holds near $111.99.
• Test expansion of close variations around the top converting term(s) to reduce reliance on a single keyword and look for incremental conversions.
• Track value per conversion alongside conversion volume and test targeting or landing page paths intended to improve average value per conversion.

How we’ll measure improvement

We’ll judge the next round of changes by whether we can grow conversion volume without giving back the efficiency gains seen this month.

• Conversion rate stays at or above 0.79% while conversions increase
• Cost per conversion remains at or below $111.99
• A larger share of conversions comes from keyword variations beyond “northline express”