Google Ads Campaign Report: The Guest List
Client: The Guest List
Prepared by: Antony Cooper
Date: 11 June 2025
Reporting Period: 8 May – 11 June 2025 (Last 30 Days)
1. Campaign Overview
| Campaign Name | Status | Clicks | Cost | CTR | CPC (Est.) |
|---|---|---|---|---|---|
| Guest List – Online Sales | Enabled | 712 | £142.75 | 3.18% | £0.20 |
Insights:
- Strong CTR at 3.18%, indicating ad relevance.
- Excellent cost-efficiency with 712 clicks at just £0.20 CPC.
- Spend is modest and well controlled.
2. Device Performance
| Device | Clicks | Impressions | CTR | Cost | Avg. CPC |
|---|---|---|---|---|---|
| Mobile Phones | 612 | 10,576 | 5.79% | £123.80 | £0.20 |
| Tablets | 85 | 1,101 | 7.72% | £15.57 | £0.18 |
| Computers | 15 | 10,712 | 0.14% | £3.38 | £0.23 |
| TV Screens | 0 | 0 | 0.00% | £0.00 | N/A |
Insights:
- Mobile and tablets are the key drivers of performance.
- Desktop traffic is extremely inefficient and likely not worth investment.
What I'll Do Next:
- Prioritise mobile-first user experience.
- Reduce bidding on desktop traffic.
- Add mobile-specific ad extensions like click-to-call and map pins.
3. Keyword Performance (Top Terms)
| Keyword | Match Type | Clicks | CTR | Cost | CPC |
|---|---|---|---|---|---|
| mother of the bride dresses | Broad Match | 192 | 7.80% | £36.84 | £0.19 |
| uk dress shop | Broad Match | 144 | 2.39% | £32.02 | £0.22 |
| wedding guest dresses | Broad Match | 119 | 7.48% | £21.04 | £0.18 |
| boutique fashion online | Broad Match | 81 | 3.55% | £18.16 | £0.22 |
| elegant women's clothing | Broad Match | 57 | 7.29% | £11.19 | £0.20 |
Insights:
- "Mother of the bride dresses" is a high-intent, top-performing keyword.
- "Wedding guest dresses" and "elegant women's clothing" also show promise.
- Lower performers like "UK dress shop" may need message adjustments.
What I'll Do Next:
- Shift budget to higher-performing terms.
- Break ad groups down thematically for better Quality Scores.
- Improve ad copy for underperforming keywords.
4. Audience Demographics (Gender)
| Gender | Impressions | Share of Total |
|---|---|---|
| Female | 243 | 63.45% |
| Male | 141 | 36.81% |
Insights:
- 63% of impressions are from women — perfectly matched to the product.
What I'll Do Next:
- Continue prioritising female-focused targeting and visual design.
5. Summary & Next Steps
Key Metrics:
- Total Clicks: 712
- Total Cost: £142.75
- Avg. CTR: 3.18%
- Primary Device: Mobile
- Primary Audience: Female
What I'll Be Doing Moving Forward:
1. Enable conversion tracking for both purchases and forms.
2. Separate appointment vs online sales into individual campaigns.
3. Shift more budget to mobile and top keywords.
4. Launch remarketing campaigns.
5. Adjust ad schedule based on peak mobile activity.
6. Overall Campaign Performance Summary
The Guest List campaign is performing well at this early stage. Click volume is strong, CPC is low, and CTR is above average. Mobile dominates traffic, and female audiences are engaging — perfectly in line with the product offering.
Next steps focus on refining mobile performance, setting up conversion tracking, building better-segmented ad groups, and launching remarketing to capture missed sales.