12-Month Google Ads Results (2025 vs 2024)
Phone Call Conversions (YoY)
Clicks (YoY)
Cost per Conversion (2025)
Search Impression Share (2025)
Phone Call Conversions (YoY)
Clicks (YoY)
Cost per Conversion (2025)
Search Imp. Share (2025)
2025 vs 2024: +314% phone call conversions, +37% clicks, $42.09 cost per conversion, +10.37% impression share.
Based on Jan 1 to Dec 31, 2025, compared to Jan 1 to Dec 31, 2024.
Before Momentum
After Momentum
Insurance provider offering personal and business coverage, including auto insurance
The Goal:
Increase phone calls generated through Google Ads campaigns.
| Metric | 2024 | 2025 | Change |
|---|---|---|---|
| Phone Call | 154 | 638 | 484 (314.29%) |
| Clicks | 1411 | 1930 | 519 (36.7%) |
| Cost per Conversion | 13.27 | 42.09 | 28.82 (217.17%) |
| Call Conversion Rate | 10.91% | 33.06% | +22.15 pts |
| Search Imp. Share | 10.37% | - | - |
Want more high-intent phone call leads from search?
We can review your Google Ads setup, call tracking, and search term waste, then map the fastest path to steadier call volume and cleaner scaling.
The system that kept performance more controlled in 2025: prioritize calls, protect relevance, and scale only what proves itself.
Most accounts see changes in 2 to 4 weeks, and steadier call volume in 4 to 8 weeks. Speed depends on tracking accuracy, budget pacing, and how quickly wasted queries are removed.
Make phone calls the primary conversion and cut wasted spend from search terms. Then shift budget to the campaigns that already generate qualified calls.
Improve call quality by blocking low intent searches and tightening keyword targeting. Review call recordings or outcomes regularly and adjust bids based on what turns into real leads.
Track calls using Google Ads call conversions and confirm they match what you count as a lead. Use consistent conversion settings and review attribution by campaign and keyword.
Search terms decide what you actually pay for. Negative keywords prevent irrelevant clicks that do not turn into calls, which protects conversion rate and CPA.
Pause them when they spend without producing qualified calls or when call quality drops. Do it early, then reallocate budget to what is already working.
Control spend with budget pacing and fast adjustments when performance shifts. Budget should follow results weekly, not stay static all month.
Start with a strategy that prioritizes stable conversion data, then test automation once tracking is reliable. The best choice depends on conversion volume and how consistent call quality is.
Dynamic Search Ads are used to discover new queries and landing pages that can generate calls. Winning learnings get moved into tighter campaigns for better control.
First confirm conversion tracking and review search terms for wasted intent. Then cut obvious waste and shift budget to the campaigns producing real calls.
“My name is Mac and I used to work for Google. Now I help small businesses grow online and rank higher on Google”
