Google Ads Performance Summary (3 Months)
Total Ad Spend
$57,710
Dec 2025 to Feb 2026
GA-Attributed Leads
1,035
Transporters.io Lead Data
GA-Attributed Quotes
444
Transporters.io Quote Data
GA-Attributed Sales
10
Transporters.io Sales Data
Blended ROAS
17.2x
$997K value / $57.7K spend
Note on conversion attribution timing: Transporters pushes offline conversions back to Google Ads using GCLID matching. There can be a delay between when a click happens and when the conversion is uploaded, meaning monthly figures may not perfectly align with when the ad spend occurred. February 2026 shows elevated attribution, likely including delayed conversions from earlier months. February is also a partial month (1st to 18th).
Monthly Breakdown: Google Ads Attributed
| Month |
Ad Spend |
Clicks |
Impressions |
GA Leads |
GA Quotes |
GA Sales |
Lead Value |
Quote Value |
Sales Value |
| Dec 2025 |
$18,230 |
3,959 |
33,104 |
67 |
55 |
0 |
$82,834 |
$100,507 |
$0 |
| Jan 2026 |
$22,647 |
5,827 |
48,929 |
140 |
39 |
2 |
$13,944 |
$56,228 |
$760 |
| Feb 2026 Partial |
$16,833 |
3,262 |
24,293 |
828 |
350 |
8 |
$151,455 |
$582,133 |
$9,265 |
| TOTAL |
$57,710 |
13,048 |
106,326 |
1,035 |
444 |
10 |
$248,233 |
$738,868 |
$10,025 |
Cost Efficiency Metrics
| Month |
Cost/Lead |
Cost/Quote |
Cost/Sale |
ROAS |
Quote Rate |
Close Rate |
CPC |
CTR |
| Dec 2025 |
$272 |
$331 |
n/a |
10.1x |
82.1% |
0.0% |
$4.60 |
11.96% |
| Jan 2026 |
$162 |
$581 |
$11,324 |
3.1x |
27.9% |
1.4% |
$3.89 |
11.91% |
| Feb 2026 Partial |
$20 |
$48 |
$2,104 |
44.1x |
42.3% |
1.0% |
$5.16 |
13.43% |
| BLENDED |
$56 |
$130 |
$5,771 |
17.2x |
42.9% |
1.0% |
$4.42 |
12.27% |
Feb attribution spike: February shows $20 cost/lead and 44.1x ROAS, which is unusually high. This is because Transporters offline conversion uploads often have a delay (conversions from Dec/Jan clicks getting uploaded in Feb). The blended 3-month figure of $56/lead and 17.2x ROAS is the more reliable benchmark.
Conversion Action Breakdown (All 3 Months)
| Conversion Action |
Conversions |
Value |
% of Total Conv |
| Completed Conversion of Quote Form (BusCharter.com.au) |
2,945 |
$0 |
62.0% |
| Transporters.io Lead Data |
1,035 |
$248,233 |
21.8% |
| Transporters.io Quote Data |
444 |
$738,868 |
9.3% |
| First Time Phone Call |
198 |
$2 |
4.2% |
| Completed Conversion of Quote Form (BC AU) |
91 |
$0 |
1.9% |
| Calls from ads |
22 |
$22 |
0.5% |
| Transporters.io Sales Data |
10 |
$10,025 |
0.2% |
| Other (BusHire, BusHire NZ, Contact Form) |
7 |
$0 |
0.1% |
Key insight: The Transporters offline imports (Lead, Quote, Sales) provide the actual revenue attribution. The "Completed Conversion of Quote Form" actions track website form submissions but carry no revenue value. For ROAS calculations, the Transporters data is what matters since it captures real booking revenue tied to Google Ads clicks via GCLID.
GA-Attributed Leads by Month
Organic / Direct Performance (3 Months)
How this is calculated: Total Transporters.io orders (all channels) minus Google Ads attributed orders (via GCLID offline conversion imports). The remainder represents organic search, direct traffic, referrals, and all other non-paid channels.
Organic Enquiries
1,437
Non-cancelled, non-GA orders
Organic Quotes
1,455
Priced orders not from GA
Organic Sales
355
Confirmed + Reserved (non-GA)
Organic Revenue
$574K
Confirmed + Reserved value
Monthly Breakdown: Organic / Direct
| Month |
Total Orders |
Active Enquiries |
GA Attributed |
Organic Enquiries |
Organic Quotes |
Organic Sales |
Organic Revenue |
| Dec 2025 |
1,873 |
363 |
67 |
296 |
154 |
134 |
$224,388 |
| Jan 2026 |
2,630 |
1,073 |
140 |
933 |
821 |
126 |
$239,379 |
| Feb 2026 Partial (1-18) |
1,633 |
1,036 |
828 |
208 |
480 |
95 |
$110,673 |
| TOTAL |
6,136 |
2,472 |
1,035 |
1,437 |
1,455 |
355 |
$574,440 |
Transporters Status Breakdown (All Channels)
| Month |
Total |
Confirmed |
Reserved |
Priced |
Unopened |
Cancelled |
Other |
Conf. Revenue |
| Dec 2025 |
1,873 |
132 |
2 |
209 |
20 |
1,510 |
0 |
$224,388 |
| Jan 2026 |
2,630 |
112 |
16 |
860 |
85 |
1,557 |
0 |
$240,139 |
| Feb 2026 Partial |
1,633 |
87 |
16 |
830 |
76 |
597 |
27 |
$119,938 |
| TOTAL |
6,136 |
331 |
34 |
1,899 |
181 |
3,664 |
27 |
$584,465 |
Cancellation rate: 59.7% of all Transporters orders are cancelled, which is typical for bus charter (many quotes requested, fewer booked). The real conversion funnel is: Total Orders > Priced (quoted) > Confirmed (booked).
Organic vs GA-Attributed Enquiries
Confirmed Revenue by Month
Combined Channel Overview (3 Months)
Total Revenue
$584K
All confirmed + reserved
Google Ads Spend
$57,710
AUS | buscharter campaigns
Total Enquiries
6,136
All Transporters orders
Total Bookings
365
Confirmed (331) + Reserved (34)
Overall ROAS
10.1x
$584K revenue / $57.7K spend
Channel Split: Google Ads vs Organic
| Metric |
Google Ads |
Organic / Direct |
Total |
GA Share |
| Active Enquiries |
1,035 |
1,437 |
2,472 |
41.9% |
| Quotes Issued |
444 |
1,455 |
1,899 |
23.4% |
| Confirmed Sales |
10 |
355 |
365 |
2.7% |
| Revenue (Confirmed) |
$10,025 |
$574,440 |
$584,465 |
1.7% |
| Revenue (All Transporters Value) |
$997,126 |
n/a |
n/a |
n/a |
Important context on "GA Sales" vs "GA Value": Google Ads reports only 10 confirmed sales via GCLID, but $997K in total conversion value across leads, quotes, and sales. This gap exists because:
- Lead Data ($248K) captures the quoted value at enquiry stage, not confirmed bookings
- Quote Data ($739K) captures the quoted price when a formal quote is issued
- Sales Data ($10K) captures only fully confirmed bookings
The pipeline value ($997K) represents the total commercial opportunity generated by Google Ads clicks. The $10K confirmed sales figure reflects the small portion that has fully closed within this period. Many bookings are for future dates and will convert later.
Funnel Conversion Rates
| Funnel Stage |
Google Ads |
Organic |
Overall |
| Enquiry to Quote Rate |
42.9% |
n/a |
76.8% |
| Quote to Booking Rate |
2.3% |
24.4% |
19.2% |
| Enquiry to Booking Rate |
1.0% |
24.7% |
14.8% |
| Avg Booking Value |
$1,003 |
$1,618 |
$1,601 |
Organic outperforms paid on close rate: Organic/direct leads have a 24.7% enquiry-to-booking rate vs 1.0% for GA-attributed leads. This is partly because organic leads tend to be more qualified (they found the business naturally), and partly because the GA "Sales Data" upload has a lag, so many GA-attributed bookings may not yet be reflected in the sales conversion action.
Methodology
- Google Ads data: GAQL query filtering campaigns containing "AUS | buscharter" from account 272-074-4565, December 1 2025 to February 18 2026.
- Transporters data: REST API (Open API v1 beta) pulling all orders for same date range. Paginated at 50 records per request.
- GA attribution: Based on Transporters.io offline conversion imports (Lead Data, Quote Data, Sales Data) which use GCLID matching to attribute orders back to Google Ads clicks.
- Organic calculation: Total non-cancelled Transporters orders minus GA-attributed leads. This is an approximation since attribution timing may cause minor discrepancies.
- Revenue: Confirmed + Reserved order values from Transporters. Priced (quoted but not yet confirmed) orders are not included in revenue figures.
- February 2026: Partial month (1st to 18th). All February metrics should be compared with caution.