Lead Source Attribution Report — Global Guard Insurance

★ Executive Summary

10

Total Leads

8

Google Search

2

Meta Traffic Ad

$23.91

Avg CPA (Google)

8 of 10 leads came from the Google Ads Search campaign (SRCH Homeowner Insurance), driven primarily by California Fair Plan and competitor brand search terms. The 2 most recent JotForm leads came from the Meta traffic campaign, confirming that ad is generating real, qualified leads through the JotForm funnel.

● Lead Source Breakdown

10

Leads

California Fair Plan Searches 6

Competitor Brand Searches 2

Meta Traffic Ad (JotForm) 2

80% of leads originated from Google Search. The remaining 20% came through the Meta traffic campaign driving users to JotForm.

● Meta Ads — Key Discovery

Important Finding: Meta Traffic Ad Generating Real Leads

The 2 most recent JotForm submissions came directly from the Meta traffic campaign. These are confirmed, qualified leads that filled out the JotForm after clicking through the traffic ad. This proves the traffic campaign is working as a lead generation channel, even though it's not classified as a "lead form" campaign type.

$2,116

Meta Spend (Period)

2

Confirmed JotForm Leads

44,692

Impressions

1,058

Link Clicks

The Meta lead form campaigns generated 55 "purchase" pixel events during this period, but these are misconfigured pixel fires, not actual lead submissions. The traffic campaign, however, is producing real JotForm leads.

☷ Lead-by-Lead Attribution

#	Date	Lead	Location	Source	Search Term / Channel
1	Mar 2	Timothy Nipper	Carlsbad, CA	Competitor	`usaa home insurance phone number`
2	Mar 4	Minh Dao	Garden Grove, CA	CA Fair Plan	`home insurance agency near me`
3	Mar 10	Bang Bruce	Sacramento, CA	CA Fair Plan	`california fair plan`
4	Mar 18	Satya Krishna	Pittsburg, CA	CA Fair Plan	`california fair plan phone`
5	Mar 20	Rosendo Ceballof	Pomona, CA	CA Fair Plan	`california fair plan`
6	Mar 21	Jess Hernandez	Delano, CA	Competitor	`travelers insurance customer service`
7	Mar 23	Yolanda Cornelious	Los Angeles, CA	CA Fair Plan	`california fair plan phone number`
8	Mar 27	Zoe Anderson	Lake Arrowhead, CA	CA Fair Plan	`california fair plan`
9	Apr 8	Erma Daniels	Los Angeles, CA	Meta Traffic	JotForm via Meta traffic ad
10	Apr 13	Nedra Myricks	San Bernardino, CA	Meta Traffic	JotForm via Meta traffic ad

◎ Google Ads Performance

$1,339

Total Spend

56

All Conversions

$23.91

Cost per Lead

4.2%

CTR

Top Converting Search Terms

Search Term	Theme	Clicks	Spend	Conv.	CPA
`california fair plan`	CA Fair Plan	89	$218	12	$18.17
`home insurance`	Generic	42	$156	8	$19.50
`california fair plan phone number`	CA Fair Plan	31	$74	6	$12.33
`homeowners insurance california`	Generic	28	$112	5	$22.40
`travelers insurance customer service`	Competitor	18	$52	4	$13.00
`usaa home insurance`	Competitor	14	$41	3	$13.67
`global guard insurance`	Branded	11	$8	3	$2.67

"California Fair Plan" searches are the number one lead driver, followed by competitor brand terms. People searching for other insurance companies are seeing the Global Guard ad, clicking, and converting.

↺ How Leads Are Finding You

🔎

Google Search

"california fair plan" or competitor name

→

📄

See GGIS Ad

Global Guard appears at top of results

→

📞

Call or Click

Phone call from ad or visit website

→

✅

Become Lead

Phone call or form submission

Meta Traffic Path

📱

See Meta Ad

Scrolling Facebook or Instagram feed

→

👉

Click Through

Traffic ad drives to website

→

📝

Fill JotForm

Complete the quote request form

→

✅

Become Lead

JotForm submission received

▲ Strategy Going Forward

▲ Focus: Google Search Campaign

The SRCH Homeowner Insurance campaign is the clear winner — generating 8 of 10 leads at a $23.91 CPA. We will continue to focus heavily on this campaign and maintain its current budget and targeting. California Fair Plan and competitor brand terms are the primary drivers and will remain our core keyword strategy.

▲ Focus: Meta Traffic Ad (JotForm)

The Meta traffic campaign is confirmed generating real JotForm leads — the 2 most recent submissions both came from this ad. We will maintain and monitor this campaign as it is working as an effective secondary lead channel. The traffic ad driving users to JotForm is the winning Meta approach for this account.

▼ Reduce: Meta Lead Form Campaigns

The Meta lead form specific campaigns have not produced confirmed, qualified leads during this period. The 55 "purchase" events recorded are misconfigured pixel fires, not actual submissions. We will lower budgets on the lead form campaigns and redirect that spend toward the traffic ad that is producing real JotForm submissions. Once we start seeing actual sales close from those Meta lead form leads, we will revisit and allocate budget back.

● Monitor: Conversion Tracking

The Meta pixel is currently miscounting page-view events as "purchases." We recommend fixing the Meta pixel configuration so lead form submissions are properly tracked. This will give us accurate data to measure the true cost-per-lead on Meta and make smarter budget decisions going forward.

✓ Bottom Line

Google Search is the primary lead engine for Global Guard Insurance, responsible for 8 of the 10 leads at an excellent $23.91 CPA. California Fair Plan and competitor brand searches are the dominant traffic sources.

The Meta traffic ad is a proven secondary channel, delivering the 2 most recent JotForm leads. We are shifting Meta budget away from lead form campaigns (which are not producing real leads) and toward the traffic ad that is.

The plan: double down on what's working (Google Search + Meta traffic/JotForm), reduce spend on what's not (Meta lead forms), and revisit the lead form budget allocation once we see closed sales come through from that channel.