AI4M Paid Search — leads, keywords, geography

§1Week by week

Nine complete weeks, then today shown separately. Today is not in any total — it is a partial day read live from the API and is deliberately never written to the daily series. All 63 days of the complete weeks are present. The eight-week subtotal is kept because §2–§4 analyse exactly that window; the week of 10–16 August is new here, and it is the week that turns Honeywell from an ongoing-week lead into a completed-week one.

Cost per click has fallen for five weeks running. It peaked at 11.16 in the week of 13 July, then 7.41, 5.81, 5.58 and 4.95 in the week just closed — the cheapest week on record, and 32% below the eight-week average of 7.23. Both booked calls landed in cheap weeks.

The new week, 10–16 August: 1,098.78 PLN for 2,151 impressions and 222 clicks. Spend is down 25% on the week before while clicks fell only 16%, because the click got cheaper again. It carries 2 form submissions — Honeywell Technologies on 11 August from the German campaign (Lead In as of 14 August, not re-checked since) and one on 14 August from the English campaign, rejected. No booked call.

Today, 17 August, read live at midday: 84.93 PLN, 130 impressions, 15 clicks, nothing submitted yet.

Spend by campaign, week by week

The last eight complete weeks, 22 June to 16 August. Both bars share one scale, so the two campaigns can be read against each other and against the weeks around them.

The weekly view answers the comparison the single pair of bars could not. The German campaign has never had a full window to be judged on — it starts in the week of 20 July, so four of these eight weeks are empty for it by construction, and any share of the eight-week total understates it. Over the four weeks both ran it took 2,205.89 PLN against English 3,793.30 — 36.8% of the two, against 22.8% of the eight-week total. In the week just closed the two are almost level: 594.38 English, 504.40 German.

§2Keywords against outcome

Keyword-level detail is incomplete before 20 July, and the spend column understates the early weeks. The daily capture recorded only 2 keywords per week until 19 July — covering 30–61% of campaign spend — and broadened to 20–30 keywords from 20 July, covering 90–100%. Across the eight weeks it accounts for 6,871.27 PLN of the 9,209.49 PLN spent, 74.6%. Lead counts are unaffected: each lead carries its own keyword from HubSpot or, where HubSpot stored a campaign GUID, recovered from the landing-page URL. So cost per lead here is a floor, not a true figure — the real cost is higher for the two big keywords.

ki für techn. zeichnungen is grey rather than red for a reason: it produced no lead inside the eight complete weeks, but it produced the Honeywell lead on 11 August, in the ongoing week — see §3.

§3The paid-search leads

Everyone HubSpot attributes to paid search, with the keyword that brought them and what sales did with them — the eight complete weeks first, then the ongoing week. Complete list, nothing sampled. Keywords marked recovered were reconstructed from the landing-page URL parameters, because HubSpot stored a campaign GUID instead of a keyword.

Tinted rows are the ongoing week (10–14 August) — real leads, but the week is still running and they are not in the eight-week totals. Honeywell is still open, so that row can change.

Eleven leads in eight weeks: 8 rejected, 1 Lead In, 2 booked calls. The eight rejections are students, freelancers and one-person design practices; both booked calls and the live Honeywell lead are named industrial companies.

§4Geography

Spend by country for the two AI4M campaigns, read live so offline conversions uploaded after the click are included. Bars are spend; conversions are marked on the row.

Country detail

Read live from the Google Ads API on 14 August 2026, and the total reconciles exactly with the daily CSV series at 9,209.49 PLN. Conversions must be read live: the append-only daily CSVs permanently undercount offline conversions, which are uploaded after the click they belong to. Abs-top = share of impressions in the absolute top position, weighted by each country's impressions. Impression share by country does not exist in the Google Ads API (verified against both geographic_view and location_view) — abs-top answers “where on the page did we sit”, not “how much of the market did we reach”. Form counts are conversion-tag fires by click location, not the eleven named leads in §3; the 2 Sales Calls are the only marks that map to named leads, because those are uploaded from HubSpot deal stages.

Position and price

Germany took 30.0% of spend across 405 clicks for 4 form submissions and no booked call — and all four of those forms landed before 20 July; the three weeks to 9 August produced nothing, and then Honeywell arrived on 11 August. The UK is the clearest positional problem: 10.24 PLN per click for 14.4% absolute-top share and a 9.2% CTR — dearest of the big spenders, lowest on the page, least clicked. The Netherlands is worse per click (10.57 PLN) on 67 clicks with nothing to show. Finland is the most expensive on the account at 14.99 PLN, but on 8 clicks that is noise. At the other end the Baltics and Slovenia buy top-of-page position cheaply — Estonia 52.2% abs-top at 5.10 PLN, Latvia 47.6% at 4.65, Slovenia 47.5% at 4.03 — and have produced one form submission between them across 51 clicks. Cheap, not proven.