Google Ads Report – Modern Hearth (2026-05)

What you’re seeing

In May 2026, Google Ads generated 1.14 M impressions, 15,212 clicks, and 94.50 conversions with $12,827.65 in spend. This shows the campaigns still produced meaningful traffic volume for Modern Hearth, but overall advertising activity was lower than April.

What it means

Clicks declined 7.3% month over month, but conversions fell 30.0%, which means the drop was not just about less traffic. The conversion rate declined to 0.61%, while cost per conversion increased to $135.74, suggesting the traffic that did arrive was less efficient at turning into conversions.

Why this likely happened

The main pattern is that volume and efficiency moved down at the same time. Impressions and clicks were both lower, spend was reduced by 15.1%, and conversions declined faster than traffic. That points to fewer visitors reaching the site and a smaller share of those visitors taking the desired action.

Key metrics

• Impressions: 1.14 M
• Clicks: 15,212
• Conversions: 94.50
• Conversion rate: 0.61%
• Cost per conversion: $135.74
• Total spend: $12,827.65

What we recommend

• Review campaigns, ad groups, and search queries tied to the higher cost per conversion, then shift budget toward areas with stronger efficiency.
• Test tighter keyword targeting or match type adjustments to reduce traffic that is less likely to convert.
• Improve alignment between ads and product pages so shoppers land on the most relevant outdoor living products after clicking.

How we’ll measure improvement

Improvement should show up as stronger conversion efficiency, not just more traffic. The key is whether Modern Hearth can convert a higher share of paid visitors while keeping acquisition cost under control.

• Higher conversion rate compared with 0.61%.
• Lower cost per conversion compared with $135.74.
• More conversion volume without a disproportionate increase in spend.