Cost per recorded conversion in the campaign designed around recovery-program intent.
Three years. $4.77M managed. Budget 3.6×.
Moving Mountains came to IDK in 2023. The account had spent $450,569 in its last full pre-IDK year; by 2025 it ran $1.62M. The useful story is not “we made every number go up.” It is where the account became more efficient, which campaigns carried the work, and what the tracking history allows us to claim.
$4.77MMedia managed, 2023 through Aug. 14, 2026
3.6×2025 spend vs. last full pre-IDK year
$47.5512-Step campaign cost per recorded conversion
Source: client Google Ads account · 2023–Aug. 14, 2026 management window · Paid-media conversion actions are not collected revenue.
The demand record
More budget only matters if the account can carry it.
Annual spend increased while the team kept finding more useful traffic. The 2024 comparison is the cleanest efficiency window: less spend, more clicks, a lower cost per click, and better click-through rate.
Annual paid-media spend
2024 is the efficiency year.
Against 2023, the account spent 15.2% less and bought 2.1% more clicks. Average cost per click fell 17%, from $23.02 to $19.12, while click-through rate rose from 2.18% to 2.65%.
Click-through rate kept rising in the current partial year: 4.91% through Aug. 14, 2026. The signal is not that auction costs never move. It is that the account found and held more relevant demand as the budget grew.
Where the account earned the next dollar
Four campaigns carried 57.4% of the recorded actions.
Inside the same current tracking regime, a small group of high-intent campaigns created a much better conversion-cost picture than the blended account.
Combined cost per recorded conversion across 14,776.96 actions.
Recorded conversion cost used as the comparison point for the campaign group.
Open the annual operating ledger
| Year | Relationship | Spend | Clicks | Cost / click | CTR | Recorded conversions |
|---|---|---|---|---|---|---|
| 2022 | Before IDK | $450,569 | 30,562 | $14.74 | 3.32% | 923.00 |
| 2023 | Took over mid-year | $1,068,616 | 46,427 | $23.02 | 2.18% | 8,592.01 |
| 2024 | First full year | $906,086 | 47,394 | $19.12 | 2.65% | 7,589.99 |
| 2025 | Under IDK | $1,615,326 | 76,808 | $21.03 | 4.64% | 6,859.12 |
| 2026* | Under IDK | $1,176,426 | 44,659 | $26.34 | 4.91% | 1,782.99 |
The conversion comparison we will not make.
IDK rebuilt the conversion tracking at handover. That means 2022 and the later years do not count the exact same events. This record compares clicks and cost per click across the handover, then keeps recorded-conversion comparisons inside the matched later tracking period. It does not turn better measurement into a marketing claim.
Find the campaigns that deserve the next dollar.
We look past blended CPL or conversion cost, into the query, the handoff, and the source data that show where budget is actually doing useful work.
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