--- title: Exterior Renovations Google Ads Performance Analysis type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-01-08-weekly-call-w-ben-112845769.md tags: - google-ads - paid-media - performance-analysis - exterior-renovations - ctr - quality-score - lead-generation layer: 2 client_source: null industry_context: null transferable: true --- # Exterior Renovations Google Ads Performance Analysis Initial performance data surfaced during [[wiki/clients/exterior-renovations/_index|Exterior Renovations]] onboarding to the [[wiki/knowledge/tools/x-ray|X-Ray platform]] reveals a paid media account with a solid cost-per-acquisition but meaningful headroom for improvement in ad quality and click-through rate. ## Snapshot: Last 30 Days | Metric | Value | Benchmark | Status | |---|---|---|---| | Ad Spend | ~$700 | — | — | | Conversions | 11 | — | — | | Cost Per Acquisition (CPA) | $63 | ~$90 (industry) | ✅ Below benchmark | | Click-Through Rate (CTR) | 2.44% | ~6% (industry) | ❌ Below benchmark | | Quality Scores | Low on several keywords | — | ❌ Needs attention | | Budget Pacing | Slightly overspending | On-pace | ⚠️ Monitor | > **Industry context:** X-Ray benchmarks against the Home & Home Improvement vertical. A CTR of 2.44% against a 6% industry average is the most significant gap identified. ## Key Issues ### 1. Low Click-Through Rate (2.44% vs. 6% benchmark) The CTR gap is the primary signal that ad copy and keyword-to-ad relevance need attention. At roughly one-third of the industry average, a large share of impressions are being wasted. Likely contributing factors: - Ad copy not closely matching search intent - Keyword match types pulling in lower-relevance queries - Poor Quality Scores (see below) creating a feedback loop that suppresses ad rank **Recommended action:** Audit ad copy for each active campaign. Tighten keyword-to-ad-to-landing-page alignment. See [[wiki/knowledge/google-ads/quality-score-optimization|Quality Score Optimization]]. ### 2. Poor Quality Scores Multiple keywords are flagged with low Quality Scores in X-Ray. Low Quality Scores raise effective CPC and reduce ad rank, compounding the CTR problem. The three components to diagnose: - **Expected CTR** — likely the primary driver given the 2.44% actual CTR - **Ad relevance** — check whether ad groups are tightly themed - **Landing page experience** — see the deck page issue below **Recommended action:** Prioritize the lowest-scoring keywords. Restructure ad groups to improve thematic tightness. Confirm landing pages load quickly and match keyword intent. ### 3. Budget Pacing — Slight Overspend The account is trending to spend approximately $2,700 against a ~$1,170/month budget (~$39/day). This needs to be monitored daily via the X-Ray budget pacing chart. > **Note:** A bug in X-Ray was incorrectly displaying the budget ceiling as $7,000. Mark is investigating. Verify the pacing chart reflects the correct $1,170/month figure before acting on it. **Recommended action:** Review campaign-level daily budget caps in Google Ads directly until the X-Ray bug is resolved. ### 4. Wednesday Conversion Dead Zone Performance-by-day-of-week data shows zero conversions on Wednesdays. If this pattern holds over a longer observation window, consider applying a bid adjustment to reduce or pause spend on Wednesdays and reallocate to higher-converting days. **Recommended action:** Monitor for 60–90 days. If Wednesday remains a consistent zero, suppress bids via ad scheduling. ### 5. All Conversions on Mobile Device breakdown shows conversions are concentrated on mobile. This is relevant context for the deck page issue below — slow mobile load times directly suppress conversion rate on the highest-converting device type. ## Opportunities Identified via X-Ray ### Blue Ocean: "Exterior Renovations" Keyword X-Ray flagged "Exterior Renovations" as a Blue Ocean keyword — low competition, low ad cost, ~2,900 estimated monthly impressions, currently ranking 17th organically. The account may not be actively bidding on its own brand name in a meaningful way. **Recommended action:** Confirm whether a brand campaign exists for "Exterior Renovations" and related variants. If not, launch one. See [[wiki/knowledge/google-ads/blue-ocean-keyword-strategy|Blue Ocean Keyword Strategy]]. ### Competitive Blind Spot: "Siding Contractors Near Me" Competitor Opal Exteriors bids heavily on this term but has no organic presence. This creates a dual opportunity: run paid ads against a competitor with weak organic backing, and build organic content to own the term long-term. **Recommended action (paid):** Add "siding contractors near me" to active campaigns if not already present. **Recommended action (organic):** Assign content creation to Gavin. Task created in ClickUp via X-Ray. ### Conversion Lever: Deck Services Page The `/services/deck` page receives traffic but has zero recorded conversions. X-Ray attributes this to a mobile performance score of 80 — slow load times are likely driving visitors away before they convert. **Recommended action:** Email eShock requesting a mobile speed audit and optimization for the deck services page. This is the highest-priority dev task surfaced by the analysis. ### Peak Performance Windows X-Ray identifies 11am as converting 64% better than average, and Thursdays as converting 40% better than average. **Recommended action:** Apply positive bid adjustments for 10am–12pm and Thursdays in the Google Ads time-of-day and day-of-week bid adjustment tables. ## Attribution Gap A parallel issue noted during the OKR review: lead source-to-resolution tracking is incomplete. Google Ads conversions are visible, but the full picture of leads (including organic, referral, and direct) is not being captured end-to-end. This limits the ability to prove marketing value to the client. **Recommended action:** Verify conversion tracking is firing correctly in X-Ray and Google Ads. Ensure Gravity Forms submissions are mapped and attributed. See [[wiki/clients/exterior-renovations/okrs|Exterior Renovations OKRs]] — Objective 3. ## Current Account Configuration (X-Ray) For reference, the following settings were configured during onboarding: - **Ad Budget:** $1,170/month (~$39/day) - **Lead Value:** $3,000 (placeholder — needs client confirmation of actual average) - **Business Type:** Lead Generation (ROAS metrics suppressed) - **Industry:** Home & Home Improvement - **Keywords:** Primary siding terms, secondary service terms, brand terms added - **Competitors:** Four local competitors added for benchmarking ## Open Action Items - [ ] Review and improve Quality Scores for flagged keywords (@Ben San Fratello) - [ ] Launch Google Ads campaign for "Exterior Renovations" Blue Ocean keyword (@Ben San Fratello) - [ ] Write content targeting "siding contractors near me" — assigned to Gavin via ClickUp (@Ben San Fratello) - [ ] Email eShock re: mobile speed on deck/services pages (@Ben San Fratello) - [ ] Confirm average lead value with client; update X-Ray lead value setting (@Ben San Fratello) - [ ] Fix budget pacing display bug in X-Ray (@Mark Hope) - [ ] Fix conversion tracking in X-Ray for Exterior Renovations (@Mark Hope) - [ ] Monitor Wednesday performance; consider bid suppression if pattern holds (@Ben San Fratello) ## Related - [[wiki/clients/exterior-renovations/_index|Exterior Renovations Client Overview]] - [[wiki/clients/exterior-renovations/okrs|Exterior Renovations OKRs]] - [[wiki/knowledge/tools/x-ray|X-Ray Platform]] - [[wiki/meetings/2026-04-05-weekly-call-ben-okr-xray|Meeting: Weekly Call w/ Ben — OKR Review & X-Ray Onboarding]]