Roberta’s Bridal — Google Ads Performance Report
Date range: 22 July 2025 – 19 September 2025 · Generated 22 September 2025
Executive Overview
Total Cost
£297.81
Total Conversions
109
Campaign Performance
| Campaign Name | Campaign Status | Cost | Conversions | Cost / conv. |
|---|---|---|---|---|
| Robertas Bridal | Enabled | £297.81 | 109.0 | £2.73 |
Network Performance
| Network | Clicks | Cost | Avg. CPC | Clicks_value |
|---|---|---|---|---|
| Google Search | 1,377 | £270.54 | £0.20 | 1377 |
| Search partners | 132 | £27.07 | £0.21 | 132 |
| Display Network | 1 | £0.20 | £0.20 | 1 |
Device Performance
| Device | Cost | Clicks | Conversions | Clicks_value |
|---|---|---|---|---|
| Computers | £7.42 | 41 | 0.0 | 41 |
| Mobile Phones | £286.12 | 1,441 | 109.0 | 1441 |
| Tablets | £4.27 | 28 | 0.0 | 28 |
| TV screens | £0.00 | 0 | 0.0 | 0 |
Clicks & Conversions Over Time
Search Terms (What people typed)
| Search keyword | Search keyword status | Search keyword status reasons | Search keyword match type | Campaign | Ad group | Currency code | Keyword max CPC | Clicks | Impr. | CTR | Avg. CPC | Cost | Impr. (Abs. Top) % | Impr. (Top) % | Conversions | View-through conv. | Cost / conv. | Conv. rate |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| book bridal fitting | Not eligible | campaign paused | Broad match | Roberta’s – Appointment Bookings (May 2025) | Bridal Appointments | GBP | 0.01 | 0 | 0 | 0 | 0 | 0.00 | 0 | 0 | 0.00 | 0 | 0 | 0 |
| book wedding dress fitting | Not eligible | campaign paused | Broad match | Roberta’s – Appointment Bookings (May 2025) | Bridal Appointments | GBP | 0.01 | 0 | 0 | 0 | 0 | 0.00 | 0 | 0 | 0.00 | 0 | 0 | 0 |
| book wedding dress fitting | Not eligible | campaign paused | Broad match | Roberta’s – Appointments July 2025 | Fittings & Appointments | GBP | 1.00 | 0 | 0 | 0 | 0 | 0.00 | 0 | 0 | 0.00 | 0 | 0 | 0 |
| bridal and formal boutique | Not eligible | campaign paused | Broad match | Roberta’s – Online Sales (May 2025) | Wedding Dresses | GBP | 0.01 | 0 | 0 | 0 | 0 | 0.00 | 0 | 0 | 0.00 | 0 | 0 | 0 |
| bridal and prom dress shops | Not eligible | campaign paused | Broad match | Roberta’s – Online Sales (May 2025) | Wedding Dresses | GBP | 0.01 | 0 | 0 | 0 | 0 | 0.00 | 0 | 0 | 0.00 | 0 | 0 | 0 |
| bridal apparel | Not eligible | campaign paused | Broad match | Roberta’s – Online Sales (May 2025) | Wedding Dresses | GBP | 0.01 | 0 | 0 | 0 | 0 | 0.00 | 0 | 0 | 0.00 | 0 | 0 | 0 |
| bridal appointments | Not eligible | campaign paused | Broad match | Roberta’s – Appointment Bookings (May 2025) | Bridal Appointments | GBP | 0.01 | 0 | 0 | 0 | 0 | 0.00 | 0 | 0 | 0.00 | 0 | 0 | 0 |
| bridal appointments | Not eligible | campaign paused | Broad match | Roberta’s – Appointments July 2025 | Fittings & Appointments | GBP | 1.00 | 0 | 0 | 0 | 0 | 0.00 | 0 | 0 | 0.00 | 0 | 0 | 0 |
| bridal boutiques near me | Not eligible | campaign paused | Broad match | Roberta’s – Online Sales (May 2025) | Wedding Dresses | GBP | 0.01 | 0 | 0 | 0 | 0 | 0.00 | 0 | 0 | 0.00 | 0 | 0 | 0 |
| bridal clothes shop | Not eligible | campaign paused | Broad match | Roberta’s – Online Sales (May 2025) | Wedding Dresses | GBP | 0.01 | 0 | 0 | 0 | 0 | 0.00 | 0 | 0 | 0.00 | 0 | 0 | 0 |
| bridal clothing stores | Not eligible | campaign paused | Broad match | Roberta’s – Online Sales (May 2025) | Wedding Dresses | GBP | 0.01 | 0 | 0 | 0 | 0 | 0.00 | 0 | 0 | 0.00 | 0 | 0 | 0 |
| bridal collections | Not eligible | campaign paused | Broad match | Roberta’s – Online Sales (May 2025) | Wedding Dresses | GBP | 0.01 | 0 | 0 | 0 | 0 | 0.00 | 0 | 0 | 0.00 | 0 | 0 | 0 |
| bridal consultation | Not eligible | campaign paused | Broad match | Roberta’s – Appointment Bookings (May 2025) | Bridal Appointments | GBP | 0.01 | 0 | 0 | 0 | 0 | 0.00 | 0 | 0 | 0.00 | 0 | 0 | 0 |
| bridal consultation | Not eligible | campaign paused | Broad match | Roberta’s – Appointments July 2025 | Fittings & Appointments | GBP | 1.00 | 0 | 0 | 0 | 0 | 0.00 | 0 | 0 | 0.00 | 0 | 0 | 0 |
| bridal couture | Not eligible | campaign paused | Broad match | Roberta’s – Online Sales (May 2025) | Wedding Dresses | GBP | 0.01 | 0 | 0 | 0 | 0 | 0.00 | 0 | 0 | 0.00 | 0 | 0 | 0 |
Biggest Changes vs Previous Period
Section omitted: correct RB comparison file not available.
When Ads Perform Best
Prepared for Kelly · Roberta’s Bridal (RB)
The Guest List — Google Ads Performance Report
Date range: 22 July 2025 – 19 September 2025 · Generated 22 September 2025
Executive Overview
Total Cost
£543.24
Total Clicks
1170
Keyword Performance
| Match type | Cost | Clicks |
|---|---|---|
| Broad match | £416.65 | 1,011 |
| Broad match | £41.16 | 40 |
| Broad match | £28.39 | 51 |
| Broad match | £19.99 | 18 |
| Broad match | £19.68 | 10 |
| Broad match | £10.49 | 33 |
| Broad match | £6.56 | 5 |
| Broad match | £0.17 | 1 |
| Broad match | £0.15 | 1 |
| Broad match | £0.00 | 0 |
| Broad match | £0.00 | 0 |
| Broad match | £0.00 | 0 |
| Broad match | £0.00 | 0 |
| Broad match | £0.00 | 0 |
| Broad match | £0.00 | 0 |
Search Terms (What people typed)
| Search | Cost | Clicks | Impressions | Conversions |
|---|---|---|---|---|
| veni infantino dresses | £49.30 | 157 | 516 | 0.0 |
| veni infantino sale | £24.96 | 99 | 257 | 0.0 |
| veni infantino clearance | £8.09 | 34 | 85 | 0.0 |
| kirsty's kloset | £3.18 | 3 | 64 | 0.0 |
| veni infantino dress | £3.02 | 12 | 48 | 0.0 |
| veni infantino mother of the bride | £3.33 | 11 | 48 | 0.0 |
| mother of the bride dresses | £1.21 | 6 | 38 | 0.0 |
| veni infantino stockists | £2.77 | 6 | 38 | 0.0 |
| the guest list shop | £11.22 | 14 | 33 | 0.0 |
| veni infantino dresses sale | £0.47 | 4 | 33 | 0.0 |
| milyonline | £0.00 | 0 | 32 | 0.0 |
| veni infantino clearance sale uk | £1.08 | 6 | 30 | 0.0 |
| canton collective | £2.03 | 1 | 27 | 0.0 |
| veni | £3.45 | 5 | 27 | 0.0 |
| veni infantino mother of the bride dresses | £1.37 | 4 | 25 | 0.0 |
Biggest Changes vs Previous Period
| Campaign Name | Cost | Cost (Comparison) | Clicks | Clicks (Comparison) | Interactions | Interactions (Comparison) |
|---|---|---|---|---|---|---|
| Guest List – Online Sales | £543.24 | £556.85 | 1,170 | 1,478 | 1,170 | 1,478 |
Source: TGL biggest changes export (22 Jul–19 Sep 2025 vs 23 May–21 Jul 2025).
When Ads Perform Best
Demographics
Prepared for Kelly · The Guest List (TGL)
Overview & Next Steps
Over the past two months we’ve gathered valuable insights into how both The Guest List (TGL) and Roberta’s Bridal (RB) ads are performing. We now have a clear picture of where budget is best spent, which audiences are engaging, and what opportunities we should prioritise in the coming weeks.
The Guest List (TGL)
- Focus spend on the highest-performing keywords while pausing or reducing budget on low-engagement terms.
- Expand search coverage with new appointment-driven ad groups (e.g. “book a fitting”, “mother of the bride appointments”).
- Adjust scheduling to concentrate impressions on peak days/times highlighted in the day & hour heatmap.
- Refine demographic targeting, putting more weight into the age groups that delivered most clicks.
Roberta’s Bridal (RB)
- Increase budget allocation towards campaigns that generated the strongest conversion performance.
- Test new creative variations for high-impression but lower-converting ads to boost conversion rate.
- Review device performance — consider increasing mobile bid adjustments if mobile continues to dominate clicks and conversions.
- Develop remarketing audiences to re-engage visitors who clicked but didn’t book an appointment.
Overall Priorities
- Continue to monitor search terms weekly to add new positive keywords and exclude irrelevant traffic with negatives.
- Set up conversion tracking checks to ensure we are capturing accurate booking data for RB and prepare tracking for TGL appointments.
- Plan seasonal campaigns in advance (Autumn/Winter collections and events) to capture early demand.
These actions will be implemented over the next 4 weeks, with a review scheduled at the end of the period to measure progress and adjust strategy.
Campaign Plan for Next Month
The priority across both stores is to maximise appointment bookings, while also supporting the current seasonal sale to drive additional traffic. Campaigns will be structured to capture high-intent searches, showcase the sale, and guide visitors towards booking fittings.
The Guest List (TGL)
- Prom Dresses Launch & Appointments • Dedicated campaign for the new Prom 2026 section. • Appointment-focused ad copy (e.g. “Book Your Prom Dress Appointment”). • Prom sitelinks: Book a Fitting, Prom Collection, Appointment Info.
- Occasionwear & Mother of the Bride • Ongoing campaign driving fittings for occasionwear. • Adjust bids towards peak days/times where heatmap shows strongest results.
- Sale Promotion Campaign • Short-term campaign highlighting discounts across collections. • Ads to feature “Sale Now On – Limited Availability” with sitelinks to the Sale page.
Roberta’s Bridal (RB)
- Bridal Appointment Campaign • Main focus on driving gown appointments. • New ad copy stressing “Book Your Bridal Appointment – New Collections Available”.
- Prom Dresses Seasonal Push • Prom-focused campaign running alongside bridal. • Ads to highlight “Prom 2026 Arrivals – Appointment Slots Filling Fast”.
- Sale Campaign • Support current clothing sale to capture bargain-driven searches. • Ad copy: “Big Sale – Save on Dresses Now” with sitelinks to key categories.
Overall Next Steps
- Weekly search term reviews to expand winning keywords and block wasted spend.
- Optimise ad scheduling to prioritise evenings/weekends when most bookings occur.
- Increase mobile bid adjustments to capture mobile-first appointment traffic.
- Review conversion tracking to ensure all bookings (bridal & prom) are correctly attributed.
- Prepare creative assets (images & copy) for remarketing ads to re-engage non-bookers.
By combining appointment-driven campaigns with sale promotion, both stores will benefit from stronger traffic volumes and higher booking intent during the key prom and bridal season.