AIM Central

SEM Performance Report

AIM Central - Google Ads Performance Infographic

Google Ads Performance Report

AIM Central | 22 July - 28 July 2025

Total Clicks

643

Total Impressions

18,515

Total Spend

A$1,400.40

Total Conversions

3

PMax vs. Search: Clicks & Cost

PMax campaigns are driving the majority of clicks and incurring most of the cost, yet they are not the primary source of conversions.

The Conversion Challenge

Conversions are currently low and isolated to specific PMax campaigns, with Search campaigns yet to record a conversion despite generating targeted clicks.

Top Performing Search Terms by Clicks

"Weaning" related terms are driving the most clicks in the search campaigns, indicating strong user interest in this area. However, some brand and generic terms are also attracting clicks.

Positives ✅

  • Search Campaign Clicks: Search campaigns are successfully attracting user interest and generating relevant clicks.
  • PMax Growth & Engagement: Specific PMax campaigns show significant growth in clicks, and campaigns like 'Green Feeding' have a very high Click-Through Rate (CTR).
  • High-Intent Keywords: Terms like 'weaning age of cattle' and 'pasture improvement' show that we are reaching an engaged and relevant audience.

Negatives & Opportunities 📉

  • Zero Search Conversions: The biggest issue is the complete lack of conversions from any Search campaign, despite the clicks.
  • PMax Conversion Gap: Many PMax campaigns have high impressions but zero conversions, indicating wasted spend and a disconnect with the audience or landing page.
  • High Cost Per Conversion: The conversions we have achieved are expensive (A$165 and A$313), highlighting a need for efficiency improvements.
  • Low Quality Scores: Some keywords have low Quality Scores due to below-average ad relevance or landing page experience, harming performance.

Recommendations for SEM Activity

1

Immediate Search Term Review

Prioritise a thorough review of all search terms. Add any irrelevant terms as negative keywords to stop wasting budget on unrelated clicks.

2

PMax Campaign Deep Dive

Analyse why high-impression PMax campaigns are not converting. Review assets, audience signals, and landing pages. Pause underperforming campaigns if optimisation fails.

3

Optimise Search Campaigns for Conversions

Focus on improving Quality Score by enhancing ad copy and landing page relevance. Re-evaluate keywords in the 'Transition Stress' campaign to better match user intent for solutions, not just equipment.

4

Enforce Strict Budget Adherence

Manage the budget proactively within agreed limits to ensure sustainable growth and a positive return on ad spend.