Express Insurance
SEM Strategy Report

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SEM Strategy Balmer Agency May 2026
Reporting Period
Monthly Last 30 Days Custom range
to
Monthly Budget
$18K
$600/day
Account ROAS
2.42
Non-brand: 1.90
Best Campaign
Brand
ROAS 4.98
PMax ROAS
1.71
Optimising — new groups in progress
Total Conv. Value
$92K
1 Mar – 4 May 2026
Target ROAS
2.0+
Profitable Yr 2
Master template Reusable monthly-report template. Do not enter a specific month's figures here — duplicate it into reports/YYYY-MM/ for each reporting month. See README.md.
Data sources Static Manual Google Ads GA4 live Looker Studio Other / unknown Source of truth: Google Ads for conversions, value, ROAS & geography · GA4 for landing-page traffic & engagement only
Performance Overview Current period: 1 Mar – 4 May 2026  ·  Compared to: 26 Dec 2025 – 28 Feb 2026 Google Ads Feed: not connected
Impressions
436K
↑ +473%
Clicks
12,780
↑ +183%
Conversions
68.75
↓ −14.6%
Conv. Value
$479K
↓ −16.6%
Spend
$17,895
↓ −3.8%
Avg. CPC
$1.40
↓ −66%
CampaignSpendConversionsCPAConv. ValueROAS
Brand$7,75057.65$134$38,628
4.98
Performance Max$21,08854.10$390$36,146
1.71
Professional Indemnity$1,7686.00$295$4,677
2.65
Accountant Insurance$4,21311.50$366$9,932
2.36
Public Liability$1,15910.00$116$2,767
2.39
ℹ️ Data source: Google Ads campaign report for the selected period (only campaigns active in the period are shown). Conversion value is tracked via the income parameter in Google Ads, cross-referenced with the Looker Studio income report.
Budget Allocation Total fixed at $18,000/month · split from the Looker Studio budget breakdown Looker: budget
Daily & Monthly Breakdown
Total —
Budget Split
— per month
ℹ️ Total budget is fixed at $18,000/month. The per-campaign split comes from the Looker Studio budget breakdown and is populated at month-end; ROAS shown per row is live from Google Ads.
Performance Max & Asset Group Overview Asset group performance for the selected period Google Ads Static: commentary Feed: not connected
Asset GroupSpendConversionsConv. ValueROAS
ℹ️ Commentary: Add this month’s Performance Max commentary in the report data file.
LTV & ROAS Calculator Revenue data: LOB report (Looker Studio) · as at May 2026 Looker: LOB revenue Static: assumptions + calc
Target ROAS → enter in Google Ads as %
2.0(200%)
Retention Rate (Confirmed: 75%)
75%
Cancellation Rate (3%)
3%
New PMax Groups — Priority Build
Suggested New Lines
Existing Campaigns
✅ How to read this table: Drag the Target ROAS slider to see how CPA changes — and how that directly impacts Yr 1 Net Profit and 3yr Net Margin per Customer. Higher ROAS = lower CPA = more profit per customer. Lower ROAS = higher CPA = more volume but less margin. Revenue data from LOB report (Looker Studio). Gross margin 100%, retention 75%, cancellation 3%.
More Insights — Accountant Targeting Debrief Asset group, landing page & geography analysis Google Ads: geo GA4: landing page
Geographic Performance Google Ads · source of truth
All campaigns · User location (Google Ads geographic report)
Top Converting Locations
ℹ️ Commentary: Add this month’s geography commentary in the report data file.
Top Converting Locations
#CityStateConv.vs Prev.Change
Landing Page Performance GA4 live · property 387516214
Landing pages in use during the selected period Feed: not connected
Cross-network / likely PMax
1,928
Sessions
Key Events: 14
Conv. Rate: 0.21%
Bounce Rate: 85.6%
Avg. Engagement: 5.6 sec
Paid Search
59
Sessions
Key Events: 31
Conv. Rate: 23.7%
Bounce Rate: 32.2%
Avg. Engagement: 78 sec
Direct
84
Sessions
Key Events: 6
Conv. Rate: 5.95%
Bounce Rate: 15.5%
Avg. Engagement: 8.9 sec
Organic Search
28
Sessions
Key Events: 3
Conv. Rate: 7.1%
Bounce Rate: 60.7%
Avg. Engagement: 8.1 sec
ℹ️ Commentary — Add landing-page commentary (headline + paragraph) in the report data file.