Meridian Appraisal Group — Google Ads Intelligence
Company info and data have been modified to remain anonymous.
Data pulled 8/5/2026, 1:31:05 AM
Performance overview
Ad spend
$17,831
3,198 clicks
Google conversions
336.7
form-submits, not revenue
Google CPA
$53
per form-submit
CRM deals won
33
real closed business
CRM deal value
$46,711
closed-won revenue
True ROAS
2.62x
CRM revenue ÷ spend
Spend vs. closed-won revenue by week
Pipeline
New Lead
66
Referred
29
Additional Information Required
12
Quoted
45
$147,143
Invoice Sent
4
$3,279
Closed - Won
33
$46,711
Closed - Lost
37
$53,557
Disqualified
21
Recommendations
Ranked by dollars at stake — $72,837 total.
| # | Impact | Type | Finding | Basis | Confidence |
|---|---|---|---|---|---|
| 1 | $42,734High | Budget-constrained | Budget-constrained: "Search - Furniture & Coin" — losing 45% of available impressions to budget | estimated revenue value (heuristic — lost-IS-to-budget extrapolation × revenue/conversion) | heuristic |
| 2 | $2,859High | Wasted spend | Wasted spend: generic unqualified — $4114.76 over 30d | observed | observed |
| 3 | $2,700High | Scale | Scale: "qualified coin appraisal" [PHRASE] — converting at $26.51 CPA with headroom | estimated opportunity value | heuristic |
| 4 | $2,022High | Not working | Not working: "antique appraisal" [EXACT] — $2022.17 over 4w, 0 conversions | observed | observed |
| 5 | $1,771High | Reallocation | Reallocation candidate: "Donation" (Search - Furniture & Coin) — $13.43 CPA vs. $30.05 campaign avg, only 19% of spend | value already realized by this ad group's own CPA advantage on its own trailing conversions (heuristic — campaign-average comparison; NOT a forecast of savings from shifting more budget in) | heuristic |
| 6 | $1,528High | Scale | Scale: "furniture & coin appraiser" [EXACT] — converting at $44.9 CPA with headroom | estimated opportunity value | heuristic |
| 7 | $1,243High | Match drift | Close-variant drift: "estate furniture appraisers near me" — 69% of spend on non-literal matches | observed | observed |
| 8 | $1,178High | Hidden spend | Hidden spend: "antique appraisal" — $1177.65 invisible in search terms | observed | observed |
| 9 | $1,138High | Scale | Scale: "estate furniture appraisal services" [EXACT] — converting at $52.52 CPA with headroom | estimated opportunity value | heuristic |
| 10 | $1,121High | Not working | Not working: "rare antique appraisal" [EXACT] — $1121.27 over 4w, 0 conversions | observed | observed |
Keyword detail
Time:
Level:
| Week | Campaign | Ad group | Keyword | Match | QS | Impr | Clicks | Cost ↓ | Conv | CPA | CPC | CTR | CVR | IS | Avail. impr | CVR basis | +Conv (near) | +Cost (near) | +Conv (max) | +Cost (max) | Lever | CPC @ QS7 |
|---|
Showing 0 of 0 matching rows (396 total at this grain). Hover any dotted column header for what it means; click to sort. Columns starting +Conv / +Cost are model estimates, not Google data — a dash means there was no basis to estimate.
Vertical opportunity
| Vertical | % leads | % revenue | Margin | Deal size idx | Win rate | Google Ads | Opportunity scenario ($/mo) | CRM ad-attrib. leads | CRM won $ (signal, not sizing) |
|---|---|---|---|---|---|---|---|---|---|
| Personal Property | 41.47% | 37.22% | 74% | 111 | 26% | Live campaign | — | 177 | $48,513 |
| Mobile Homes | 3.32% | 23.29% | 53% | 791 | 22% | No campaign | $87–$347 | — | — |
| Machinery & Equipment | 12.29% | 19.46% | 73% | 99 | 27% | Live campaign | — | 23 | — |
| Inventory | 19.59% | 10.09% | 63% | 36 | 23% | No campaign Best-margin vertical (77% GM), under-marketed. Reasonable small low-risk test | $362–$1,446 | 4 | — |
| Not Serviced | 2.18% | 8.24% | 76% | 311 | 28% | No campaign this account does not serve this (real estate, aircraft) — negative-keyworded, never a campaign target. | — | 19 | — |
| Jewelry | 6.65% | 2.93% | 77% | 102 | 25% | No campaign | $5–$19 | — | — |
| Boats | 2.8% | 1.78% | 66% | 30 | 34% | No campaign | $82–$328 | — | — |
| Auto | 3.66% | 1.59% | 72% | 56 | 17% | No campaign Deliberately NOT built — volume trap, worst unit economics among material verticals. | — | 21 | $1,239 |
| Artwork | 1.14% | 1.03% | 68% | 47 | 34% | No campaign | $135–$540 | 35 | $2,990 |
| Bullion | 0.57% | 0.71% | 72% | 73 | 51% | No campaign | $39–$154 | — | — |
| Crypto | 1.12% | 0.11% | 70% | 49 | 13% | No campaign | $48–$193 | — | — |
| Business Valuation | 5.01% | 0% | 10% | 10 | 5% | No campaign Biggest unexploited opportunity — 15x median deal size, no campaign yet. | $1,003–$4,010 | — | — |