JM Field Ads Audit

Is free traffic holding its weight? It is carrying the account.

Same 30 days (Jul 16 to Aug 14), two lead sources side by side. Every submission on the lead dashboard was traced by IP against every recorded ad-click arrival. Zero overlap: the contact-form leads all arrived free.

What each campaign costs vs. what gets through

Each bar is a campaign’s clicks. Green became a lead. Orange did not. The figures under each bar show what those clicks cost.

Did the $13k convert to anything?

Every lead the ad landing pages produced in the 90 days, traced through Pipedrive to its outcome. Short version: 8 leads, 0 won, 1 still open. Revenue attributable to the spend so far: $0.

Notes: the Jun 1 cluster of “Commercial Printing / Cosmetic Fulfillment / TEST CO” deals in Pipedrive were Zapier-rebuild test submissions, excluded. Two open “- Print” deals from Jul 20 (Santa Visits Texas #7013, Koontz Law #7010) carry no landing-page marker and could not be confirmed as ad-driven. The only two deals WON in the window came from other channels: Void to Flame (organic website lead) and Phillip Jeffries (manual entry). Read against spend: the Cosmetic page produced 5 of the 8 leads and the only open deal; the other $9k+ of spend produced three dead leads.

Wins traced: where the year’s closed deals actually came from

Ryan’s list of won deals (Aug 2025 to Aug 2026), each traced to its origin through Pipedrive creation records, the lead mirror, and ad-click logs. Across $46,370 of ad spend, zero wins are cleanly attributable to a paid click. One landing-page win carries an asterisk.

Method: Pipedrive’s origin field separates deals created by the form/Zapier pipeline (“Marketplace”/“API”) from deals typed in by hand (“ManuallyCreated”); 12 of the 15 wins were manual. Housekeeping flag: Smallwood’s and Mediaplanet show status “Lost” in Pipedrive even though they were won; win-rate reporting and any future offline-conversion feed to Google read that field, so both are worth flipping to Won. Big picture: the wins come from people, phones, and the website’s own form; the ad budget has not produced a provable closed deal in twelve months.

Campaign scoreboard

Aug 2025 to Aug 2026: paid vs. organic, month by month

One slider, two charts. Top: what Google Ads spent and the leads it recorded. Bottom: organic Google clicks to jmfield.com, where the new site launched in late May. Full year of paid: $46,370, 2,893 clicks, 15 recorded leads ($3,091 per lead). Organic went from a ~70-click baseline to 300 clicks in July at $0.

Where the money leaks

Where the ad clicks land

Every active campaign’s destination, for review. All return 200 and carry this account’s conversion tag as of Aug 14.

The account also holds roughly 25 paused legacy campaigns, each with its own jmfield.com landing page (returns, dropship, swag, Shopify, east coast, and more). They spend nothing today; worth a content review before any are ever revived.

Google is being trained on the wrong wins

The account counts 13 different things as a “conversion,” including YouTube subscriptions and simple page views. Every one of those teaches Google that a non-lead was a win, so Google chases more of them. Only real leads should count: form submissions, scheduled calls, and the 844 tracking number. Everything else gets demoted to secondary. This costs nothing to fix and changes who Google spends the money on. The 3PF tag swap above is part of the same cleanup: leads have to report to the account that paid for the click.

Short term: stop the bleed this week

Six moves, all reversible, none touching what works. Together they stop roughly $2,000 a month of spend that has produced nothing in 90 days. Nothing here has been executed; each line is ready to go on approval.

1. Done Aug 14: 3PF website tag repointed to this account (all 61 live pages, verified). 3PF leads count from today; no action needed.
2. Pause Print Marketing Materials. $780 over 90 days, zero leads. Stops about $260/month with no lead risk. 3PL stays paused.
3. Tune Web Services instead of pausing it; it is only three weeks old (launched Jul 22). A third of its spend went to wrong intent: “website builder” searches are people wanting a DIY tool like Wix, and junk terms like “cyberwrath,” “soro seo,” and Spanish SEO spam bought clicks at $8-12 each. Add negatives (builder, builders, cheap, cheapest, free, template, the competitor names), keep the good core (web design company, small business web design, Fort Lauderdale, Miami, Delray), and judge it in mid-September at around 120 clicks.
4. Exclude the 65+ and 18-24 age groups on Commercial Printing and Cosmetic Fulfillment; bid 45-64 down 30%. Every known-age lead came from 25-44. Stops about $640/month.
5. Bid desktop down 30-40%. Desktop: $9,545 for one lead. Mobile: $3,751 for five. Moves roughly $1,000/month to the device that converts.
6. Restrict “near me” keywords to Florida. Nationwide near-me spend was $2,772 for one lead; a New Jersey searcher typing “printers near me” will never ship to Fort Lauderdale. Non-local keywords stay national.
7. Add negative keywords account-wide: “what is,” “meaning,” “definition,” “salary,” “jobs,” “course,” plus exact-match “3pl” as armor against Google’s close-variant stretching, the thing that turned an exact keyword into $1,328 of bare-word clicks.
8. Demote the nine junk conversion actions to secondary (YouTube subscriptions, page views, local actions). Free change; Google stops optimizing toward non-leads the moment it lands.

Long term: rebuild for growth (30-90 days)

1. Scale Cosmetic Fulfillment with the freed budget. It produces leads at $549 against a $2,239 account average. Raise its budget stepwise and hold while cost per lead stays under about $700; add sister niches (skincare, supplements, subscription boxes) as separate ad groups with their own landing pages.
2. Judge 3PF on 30 days of clean data. Its clicks cost $3.46 against $14 printing clicks; now that its leads finally count, it may be the cheapest lead source in the account. If cost per lead comes in under printing, shift budget toward it.
3. Rebuild Commercial Printing as two lanes. A Florida lane for local “near me” intent and a national lane for work that ships (fulfillment printing, catalogs, direct mail), each with its own bids and landing page. Target: cost per lead under $1,000, from $2,951 today.
4. Feed Google lead quality, not just lead volume. Push qualified/won outcomes from Pipedrive back into Google as offline conversions, so bidding learns which clicks became customers rather than which clicks filled a form. Once the account records 15+ clean conversions a month, switch to Smart Bidding; below that volume it guesses.
5. Invest in the channel that is already winning. Organic delivered 17 leads last month at $0 against 5 paid leads for $4,492. The content and SEO side has earned a larger share of the budget; fulfillment keywords ship nationally and compound instead of stopping the day spend stops.
6. Put the account on a review cadence. A 30-day check after the short-term changes land, then quarterly audits with one standing rule: anything with 90 days and zero leads gets paused automatically instead of waiting for the next audit to find it.

Expected end state: the same or better lead count at roughly $2,500-3,000 a month instead of $4,500-5,400, spend concentrated where a lead costs $549 instead of $2,951, and a tracking setup where every lead, paid or organic, is attributable. None of the above has been executed; short-term items are staged and reversible, long-term items need a budget decision.