River City Trailers

1. Executive Summary

Total Leads Generated

5,340

Sep 2023 - Feb 2026 (29.5 months)

Total Ad Spend (All Channels)

$133,030

Google: $32,232 | Meta: $100,798

Overall Cost Per Lead

$24.91

Blended across all channels

Quote Pipeline Value

$44.1M

657 quotes | Avg $27,228 each

Confirmed Revenue

$2.1M

Invoiced & paid

Lead-to-Sale Rate

1.37%

73 sales from 5,340 leads

Revenue Per Lead

$394

Based on confirmed invoicing

Monthly Lead Trend

-41%

Last 3mo avg: 104 vs prior 177/mo

2. Google Ads Performance

Total Spend

$32,232

Dec 2022 - Feb 2026

Total Conversions

975.5

Forms + calls + GBP actions

Overall CPA

$33.04

All conversion types

Avg CPC

$1.49

21,604 total clicks

Campaign Performance (by Spend)

Campaign	Type	Status	Spend	Clicks	Conv	CPA	CTR
Always On - PremiumX Trailers	Search	ENABLED	$13,386	9,921	534.5	$25.04	4.15%
Always On - Sheep Ramps	Search	ENABLED	$10,703	3,605	195.5	$54.74	6.80%
Always On - Bulk Handler	Search	PAUSED	$2,946	1,287	27	$109.12	5.96%
Always On - Tipper Trailers [KW-Max]	Search	ENABLED	$1,651	1,518	75.2	$21.96	7.09%
PMAX - Lead Gen Test	PMax	PAUSED	$1,483	3,666	13	$114.11	2.27%
Always On - Demand Gen	Demand Gen	ENABLED	$991	2,392	25.3	$39.15	2.76%
YouTube - All Campaigns (7)	Video	PAUSED	$731	474	0	N/A	0.52%
Always On - Fuel Cart	Search	PAUSED	$530	241	7	$75.77	8.46%
Always On - Brand	Search	ENABLED	$428	852	84.5	$5.07	39.96%
Always On - Standard Trailers	Search	PAUSED	$311	333	5	$62.22	1.58%

Campaign Type Split

Type	Spend	% of Spend	Conversions	CPA
Search	$30,429	94.4%	936.7	$32.48
Performance Max	$1,483	4.6%	13	$114.11
Demand Generation	$991	3.1%	25.3	$39.15
YouTube / Video	$731	2.3%	0	N/A

Top Search Terms (by Conversions)

Search Term	Clicks	Cost	Conv	CPA
river city trailers	429	$177	53	$3.35
flat top trailer	387	$596	33.5	$17.79
rivercity trailers	279	$122	22	$5.55
sheep loading ramp	447	$1,293	19	$68.07
sheep loading ramps	150	$417	13	$32.09
tipper trailer	136	$221	9	$24.52
flat top trailers	172	$264	9	$29.30
australian made tipper trailer	46+	$59	9+	~$6.58
stock trailer	80	$112	8	$14.00
mobile sheep loading ramp	67	$198	8	$24.80

Wasted Spend - Search Terms (High Spend, 0-1 Conversions)

Search Term	Clicks	Cost	Conv	Action
small trailers australia	332	$294	1	Review targeting
sheep handling equipment	68	$131	0	Add as negative
sheep loading ramp price	36	$99	0	Monitor
clipex sheep handler	27	$78	0	Add as negative (competitor)
sheep loading ramp plans	20	$59	0	Add as negative (info-seeking)
sheep loading ramp dimensions	17	$54	0	Add as negative (info-seeking)

Conversion Tracking Assessment

GBP Local Actions Inflating Conversions Multiple Google Business Profile actions (directions, website visits, other engagements) are set as PRIMARY conversion goals. This inflates the reported 975.5 conversions with ~255 low-quality GBP actions. True lead count is closer to ~720 (forms + phone calls).

"Verified Leads" Action Exists But Has 0 Data A "Verified Leads" conversion action was set up for CRM import but has never been populated. Setting this up would enable Google to optimize toward actual qualified leads.

Conversion Action	Count	Primary?	Assessment
Landing Page - Form Submission	874	YES	Keep - main conversion
Dynamic Phone Call	68	YES	Keep - real leads
Form Submission (secondary)	25	YES	Keep
Local actions - Website visits	102	YES	Move to SECONDARY
Local actions - Other engagements	58	YES	Move to SECONDARY
Clicks to call (GBP)	57	YES	Move to SECONDARY
Local actions - Directions	38	YES	Move to SECONDARY
Verified Leads (import)	0	YES	Set up CRM import

Monthly CPA Trend (Google Ads)

Dec 22

$92

Jun 23

$202

Sep 23

$122

Nov 23

$29

Jan 24

$30

Jun 24

$45

Nov 24

$11

Jan 25

$20

Jul 25

$15

Dec 25

$21

Jan 26

$25

CPA improved from $100+ in early months to consistently sub-$25 in the last 12 months. Current run rate: ~$24 CPA at ~$1,100/month spend.

Device Performance

Device	Clicks	Spend	Conv	CPA
Desktop	~15,500	$24,000	~700	~$34
Mobile	~4,500	$6,000	~250	~$24
Tablet	~900	$1,500	~25	~$60

Mobile CPA ($24) outperforms desktop ($34). Tablet is weakest at $60 CPA. Desktop skew makes sense for B2B farming/trailer audience.

3. Meta Ads Performance

Total Spend

$100,798

57 campaigns with data

Total Leads

3,819

On-platform lead forms

Average CPL

$26.39

Blended across all campaigns

Total Impressions

11.8M

237,039 total clicks

Top Meta Campaigns (by Spend)

Campaign	Status	Spend	Impressions	Leads	CPL
PremiumX Trailers - Prospecting [No Price]	PAUSED	$30,221	2,947,464	1,798	$16.81
Bulk Handler - Prospecting	PAUSED	$12,821	2,139,140	215	$59.63
Ramp - Prospecting	ACTIVE	$10,274	1,336,860	76	$135.18
PremiumX Trailers - Retargeting [No Price]	PAUSED	$8,499	740,407	804	$10.57
Ramp - Prospecting [Broad]	ACTIVE	$6,322	853,824	63	$100.35
PremiumX Trailers - Prospecting [With Price]	ACTIVE	$4,880	316,945	67	$72.83
Standard Trailers - Prospecting	PAUSED	$4,059	530,356	255	$15.92
Ramp - Retargeting	ACTIVE	$3,425	431,519	71	$48.24
Bulk Handler - Retargeting	PAUSED	$2,973	477,516	112	$26.54
Employment/Job - Prospecting	PAUSED	$2,792	313,786	42	$66.48
Nutrien AG - Toowoomba	ACTIVE	$2,202	195,402	60	$36.70
PremiumX Trailers - Retargeting [With Price]	ACTIVE	$1,436	80,367	37	$38.80
Standard Trailers - Retargeting	PAUSED	$1,227	114,993	103	$11.91
Fire Carts - Prospecting	PAUSED	$1,072	105,323	43	$24.93
Fuel Carts - Prospecting	PAUSED	$1,031	98,841	2	$515.25

Meta Ads - Best Performers

PremiumX Retargeting [No Price]: $10.57 CPL 804 leads from $8,499 spend. Retargeting + no-price combo is the cheapest lead source across both platforms.

Standard Trailers Retargeting: $11.91 CPL 103 leads at very low cost. Retargeting consistently outperforms prospecting on Meta.

PremiumX Prospecting [No Price]: $16.81 CPL 1,798 leads - the single biggest lead driver across all campaigns and platforms.

Meta Ads - Worst Performers

Fuel Carts Prospecting: $515.25 CPL Only 2 leads from $1,031 spend. Product may not suit Facebook audience.

Ramp Prospecting: $135.18 CPL Only 76 leads from $10,274 spend. Still ACTIVE - review urgently.

Ramp Prospecting [Broad]: $100.35 CPL 63 leads from $6,322. Also still ACTIVE - high CPL on broad targeting.

Meta Key Pattern: "No Price" vs "With Price"

Variant	Spend	Leads	CPL	Winner?
PremiumX Prospecting [No Price]	$30,221	1,798	$16.81	WINNER (4.3x cheaper)
PremiumX Prospecting [With Price]	$4,880	67	$72.83
PremiumX Retargeting [No Price]	$8,499	804	$10.57	WINNER (3.7x cheaper)
PremiumX Retargeting [With Price]	$1,436	37	$38.80

Consistent across both platforms: "No Price" variants generate leads at 3-4x lower cost than "With Price" variants. This pattern holds on both Google Ads landing pages and Meta lead forms.

4. Landing Page Performance & Analysis

Active Landing Pages

PremiumX Trailers [No Price v2]

go.rivercitytrailers.com.au/premiumx-trailers-no-price-v2

TOP PERFORMER

6.76%

Conv Rate

$18.09

CPA

225.2

Conversions

$4,074

Spend

3,331

Clicks

Best balance of volume and efficiency. No-price variant removes price friction, letting more users submit forms.

PremiumX Trailers [No Price - Original]

go.rivercitytrailers.com.au/premiumx-trailers-no-price

HIGHEST CONV RATE

9.38%

Conv Rate

$19.12

CPA

144

Conversions

$2,753

Spend

1,536

Clicks

Original no-price variant. Highest conversion rate at 9.38%. Worth comparing against v2 to understand what changed.

Sheep Ramps v2

go.rivercitytrailers.com.au/ramps-v2

STRONG

8.22%

Conv Rate

$36.15

CPA

85

Conversions

$3,073

Spend

1,034

Clicks

Sheep Ramps (dedicated subdomain)

ramp.rivercitytrailers.com.au/sheep-ramp

7.94%

Conv Rate

$26.10

CPA

94.2

Conversions

$2,459

Spend

1,186

Clicks

Thank you page: /thank-you-ramp

Premium Trailers (original)

go.rivercitytrailers.com.au/premium-trailers

4.75%

Conv Rate

$28.85

CPA

174

Conversions

$5,019

Spend

3,666

Clicks

Thank you page: /trailers-thank-you

PremiumX Trailers [With Price v2]

go.rivercitytrailers.com.au/premiumx-trailers-with-price-v2

2.76%

Conv Rate

$24.36

CPA

148.7

Conversions

$3,621

Spend

5,392

Clicks

Most traffic but lower conv rate. "With price" qualifies leads better but at the cost of volume.

Bulk Handler

bulkhandler.rivercitytrailers.com.au/bulk-handler

1.92%

Conv Rate

$109.19

CPA

27

Conversions

$2,948

Spend

1,406

Clicks

Thank you page: /thank-you-bulk. Low conversion rate suggests the page needs work.

Standard Trailers

go.rivercitytrailers.com.au/trailers

0.94%

Conv Rate

$101.05

CPA

3

Conversions

$303

Spend

318

Clicks

Thank you page: /standard-trailers-thank-you. Very low volume and conversion rate.

Fuel Cart

lp.rivercitytrailers.com.au/fuel-cart

2.90%

Conv Rate

$75.77

CPA

7

Conversions

$530

Spend

241

Clicks

Thank you page: /thank-you-fc2

Fire Cart

lp.rivercitytrailers.com.au/fire-cart

0.99%

Conv Rate

$231.87

CPA

1

Conversions

$232

Spend

101

Clicks

Thank you page: /thank-you-fc1. Very low volume - only 1 conversion.

Website Pages (Underperforming vs Landing Pages)

Main Website - Bulk Handler

www.rivercitytrailers.com.au/8m-bulk-handler

POOR

0.41%

Conv Rate

$207.20

CPA

16

Conversions

$3,315

Spend

Redirect all traffic to dedicated LP. This page wasted $3,315 at a 0.41% conv rate vs 1.92% on the dedicated LP.

Main Website - Sheep Ramps

www.rivercitytrailers.com.au/portable-sheep-ramps-8m

POOR

1.32%

Conv Rate

$242.39

CPA

14

Conversions

$3,393

Spend

Redirect to ramp.rivercitytrailers.com.au/sheep-ramp (7.94% conv rate). Would have saved ~$2,700.

Main Website - PremiumX

www.rivercitytrailers.com.au/premiumx

POOR

0.36%

Conv Rate

$579.73

CPA

1

Conversions

$580

Spend

Main Website - Contact Page

www.rivercitytrailers.com.au/contact

ZERO CONVERSIONS

0%

Conv Rate

N/A

CPA

0

Conversions

$516

Spend Wasted

Landing Page Insight Summary

Dedicated LPs massively outperform website pages Landing pages on go./ramp./lp./bulkhandler. subdomains average 5-9% conversion rate vs 0.3-1.3% on the main website. Every dollar sent to the main site is largely wasted.

"No Price" consistently beats "With Price" Across both Google and Meta: No-price LPs convert at 6.76-9.38% vs 2.76-4.75% for with-price versions. The no-price approach generates 2-3x more leads at lower CPA. Trade-off: leads may be lower quality since they haven't been price-filtered.

Bulk Handler LP needs improvement At 1.92% conversion rate and $109 CPA, the bulk handler landing page is the weakest dedicated LP. Consider applying the same design patterns used on the PremiumX no-price pages.

5. Lead Dashboard & Sales Funnel

Conversion Funnel

Leads Generated: 5,340 (100%)

▼ 45.2% entered CRM

Into Sales CRM: 2,413

▼ 20.8% quoted

Leads Quoted: 502 (9.4%)

▼ 14.5% converted

Sales Closed: 73 (1.37%)

▼

Revenue: $2.1M Invoiced

Leads by Product Interest

Product	Leads	%
PremiumX Trailer	1,207	54.2%
Flat Top Trailer	387	17.4%
Sheep Ramp	149	6.7%
Box Trailer	102	4.6%
Standard Trailer	89	4.0%
Premium X Flat Top	44	2.0%
Bulk Handler	26	1.2%
Not Sure / Other	219	9.9%

Leads by Industry

Industry	Leads	%
Farming/Agriculture	1,164	42.8%
Trades	656	24.1%
Hobbyist/Individual	404	14.9%
Landscaping	180	6.6%
Commercial	158	5.8%
Civil/Mining	149	5.5%
Government	8	0.3%

Data from 2,719 leads (51% fill rate)

Lead Type Split

Type	Count	%
Brochure Download	2,716	58.8%
Speak To Team / Custom Quote	1,750	37.9%
Both	152	3.3%

58.8% are brochure downloads (lower intent) Only 37.9% are actively requesting team contact. Consider separating these into different lead tiers for follow-up prioritization.

Lead Budget & Timeframe

Budget	%	Timeframe	%
Not Sure	39.2%	1-3 Months	32.5%
$10k-$20k	32.1%	Unsure	22.6%
Under $10k	18.6%	3-6 Months	17.2%
$20k-$30k	6.8%	Immediately	14.0%
$30k+	1.8%	6-12 Months	9.4%

Sweet spot: $10-20K budget (32.1%). 46.5% ready within 3 months.

SM8 Quote Data Summary

2025 (Jan-Sep)

Total Quotes	2,166
Completed	185 (8.5%)
Unsuccessful	1,265 (58.4%)
Invoice Total	$15.7M
Avg Invoice	$31,331

2024 (Full Year)

Total Quotes	1,602
Completed	151
Unsuccessful	420
Invoice Total	$21.4M
Avg Invoice	$40,496

Sales Team Performance

Person	Contacts	%
Mike	489	58.3%
Trae	246	29.3%
Raphael	71	8.5%
Others (Mel, Andrew)	34	3.9%

Only 86 leads have follow-up data recorded Average 2-3 follow-ups. Industry best practice is 5-7 touchpoints. Structured follow-up sequences could significantly improve quote-to-sale rates.

Competitors Tracked

Company	FB Ads Library
Ox Trailers	View Ads
Red Line Trailers	View Ads

6. Channel Mix & Trends

Channel Split Over Time

Facebook (blue) vs Google (green) share of leads by month

Nov 23

90% FB

9%

Jun 24

91% FB

9%

Jan 25

87% FB

12%

Jul 25

88% FB

11%

Oct 25

81% FB

17%

Nov 25

55% FB

40%

Dec 25

48% FB

51%

Jan 26

56% FB

40%

Major channel shift underway Facebook went from 90% of leads to ~50%. Google grew from 10% to 40-50%. This is driven by Facebook lead volume collapsing (from 300+/month to 48-75), not Google growing dramatically. Investigate Facebook decline urgently.

Monthly Lead Volume Trend

Nov 23

281

Jan 24

240

Apr 24

91

Jul 24

128

Oct 24

153

Jan 25

365 (peak)

Apr 25

206

Jul 25

294

Oct 25

195

Nov 25

88 (low)

Dec 25

147

Jan 26

134

7. Key Insights & Recommendations

What's Working Well

1. PremiumX Trailers is the clear winner product 54% of all product interest. The PremiumX campaign on Google ($25.04 CPA, 534 conversions) and the PremiumX No Price campaign on Meta ($16.81 CPL, 1,798 leads) are the top performers on both platforms.

2. Dedicated landing pages massively outperform website Landing pages on go./ramp./lp. subdomains: 5-9% conv rate. Main website: 0.3-1.3% conv rate. Every dollar sent to dedicated LPs works 5-10x harder.

3. Google Ads CPA has improved dramatically From $100+ in 2022-2023 to consistently sub-$25 in 2025. Account optimization is working well and efficiently.

4. Strong quote pipeline value $44M+ in total quoted value demonstrates significant market demand for the products.

5. Brand campaign is highly efficient Google Ads brand: $5.07 CPA with 84.5 conversions. Good brand protection and cheap conversions.

Critical Issues (Fix Now)

1. Facebook lead volume collapsing From 200-300+ Facebook leads/month to 48-75 in recent months. This is the single biggest red flag. Investigate: Is it budget reduction? Creative fatigue? Algorithm changes? CPM increases? This needs a full diagnosis.

2. Ramp campaigns on Meta are haemorrhaging money Ramp Prospecting ($135 CPL) and Ramp Prospecting Broad ($100 CPL) are both STILL ACTIVE. Together they've spent $16,596 for only 139 leads. These need to be paused or completely restructured immediately.

3. Conversion tracking is inflated on Google GBP local actions (directions, website visits, other engagements) are set as PRIMARY. This adds ~255 low-quality "conversions" that inflate CPA metrics and cause Google to optimise toward the wrong actions. Fix: Move all GBP actions to SECONDARY.

4. Sales tracking has a 6+ month gap Market Lead Sales CRM sales sheet stops being updated around mid-2025. Recent months show 0 sales contacts. Without this data, you can't measure true ROI or know which leads are actually converting to revenue.

Strategic Opportunities

1. Scale Google Ads (it's proven and growing) Google now delivers 40-50% of leads at an efficient CPA (~$24). Current monthly spend is only ~$1,100. There's room to increase budget, especially on the PremiumX and Tipper Trailers campaigns which have sub-$25 CPAs.

2. Set up Verified Leads import A "Verified Leads" conversion action exists in Google Ads with 0 data. Importing CRM-verified leads would let Google optimise toward actual buyers, not just form submissions. This could significantly improve lead quality.

3. Implement lead scoring and follow-up sequences Only 86 of 2,413 CRM contacts have follow-up data. With 58.8% brochure downloads (lower intent) vs 37.9% team contact requests (higher intent), a tiered follow-up system could dramatically improve the 1.37% lead-to-sale rate.

4. Redirect ALL traffic to dedicated landing pages Website pages wasted ~$7,900 at 0.3-1.3% conversion rates. Ensure no ad traffic ever lands on www.rivercitytrailers.com.au pages.

5. Add negative keywords to Google Ads "sheep loading ramp plans", "sheep loading ramp dimensions", "clipex sheep handler" and other info-seeking/competitor terms are wasting $400+ with 0 conversions. Add as negatives.

6. Diagnose the No Price vs With Price trade-off No-price generates 3-4x more leads at lower CPL. But are those leads converting to sales at a lower rate? Cross-reference with SM8 quote data to determine if the cheaper leads are actually producing revenue. The sales tracking gap makes this hard to answer right now.

Priority Action List

#	Action	Priority	Impact
1	Diagnose Facebook lead volume decline	URGENT	Could recover 150+ leads/month
2	Pause/restructure Meta Ramp campaigns ($135+ CPL)	URGENT	Save $2,000+/month in wasted spend
3	Move GBP actions to SECONDARY in Google Ads	URGENT	Cleaner data, better optimization
4	Fix sales tracking gap (Market Lead Sales CRM not being updated)	HIGH	Restore ROI visibility
5	Increase Google Ads budget on proven campaigns	HIGH	Scale leads at $24 CPA
6	Set up Verified Leads import in Google Ads	HIGH	Better lead quality optimization
7	Redirect all website traffic to dedicated LPs	HIGH	5-10x conversion rate improvement
8	Add negative keywords (plans, dimensions, clipex)	MEDIUM	Save $400-500 in wasted clicks
9	Build lead scoring / follow-up sequences	MEDIUM	Improve 1.37% lead-to-sale rate
10	Analyse no-price vs with-price lead quality	MEDIUM	Optimize for revenue, not just leads

Contents

Campaign Performance (by Spend)

Campaign Type Split

Top Search Terms (by Conversions)

Wasted Spend - Search Terms (High Spend, 0-1 Conversions)

Conversion Tracking Assessment

Monthly CPA Trend (Google Ads)

Device Performance

Top Meta Campaigns (by Spend)

Meta Ads - Best Performers

Meta Ads - Worst Performers

Meta Key Pattern: "No Price" vs "With Price"

Active Landing Pages

Website Pages (Underperforming vs Landing Pages)

Landing Page Insight Summary

Conversion Funnel

Leads by Product Interest

Leads by Industry

Lead Type Split

Lead Budget & Timeframe

SM8 Quote Data Summary

2025 (Jan-Sep)

2024 (Full Year)

Sales Team Performance

Competitors Tracked

Channel Split Over Time

Monthly Lead Volume Trend

What's Working Well

Critical Issues (Fix Now)

Strategic Opportunities

Priority Action List