Keyword match types were controlled. Staffing intent was high. This is what the account looks like when running well.
Broad match expansion pulled in job-seeker and irrelevant traffic. ₹77K spent for 25 leads — 3× more expensive than the strong phase.
CPL coming down but not back to Aug-Nov levels. Negative keyword work and match type tightening is showing early results.
| Month | Spend (₹) | Spend | Leads | CPL (₹) | CPL | Clicks | CTR | Phase |
|---|---|---|---|---|---|---|---|---|
| Jul 2025 (ramp) | 2,265 | 1 | 2,265 | 284 | 4.5% | |||
| Aug 2025 | 9,263 | 17 | 545 | 707 | 4.6% | Best CPL | ||
| Sep 2025 | 29,309 | 32 | 916 | 1,062 | 7.6% | Strong | ||
| Oct 2025 | 24,582 | 24 | 1,024 | 512 | 6.2% | Strong | ||
| Nov 2025 | 34,451 | 37 | 931 | 653 | 7.9% | Strong | ||
| Dec 2025 | 40,629 | 17 | 2,390 | 1,722 | 7.6% | Collapse | ||
| Jan 2026 | 36,978 | 8 | 4,622 | 4,080 | 7.4% | Worst | ||
| Feb 2026 | 37,518 | 23 | 1,631 | 662 | 8.7% | Recovering | ||
| Mar 2026 | 23,847 | 17 | 1,403 | 426 | 10.4% | Recovering | ||
| Total · 9 months | 2,38,840 | 176 | 1,357 | 10,108 | 7.1% |
| Campaign | Type | Clicks | Spend (₹) | Leads | CPL (₹) | Share of leads | Action |
|---|---|---|---|---|---|---|---|
| SH SRCH STF – Generic | Search | 3,180 | 1,29,150 | 133 | 971 | Primary — Scale | |
| ST_ Telecaller | Search | 350 | 26,072 | 22 | 1,185 | Scale | |
| STF Bulk / MainKEW | Search | 117 | 7,156 | 6 | 1,193 | Review | |
| SH LTY Generic + LTY OCT | Search | 267 | 35,239 | 1 | 35,239 | Pause | |
| SH SRCH LTY – J25 | Search | 134 | 3,397 | 0 | — | Pause | |
| Loyalty campaigns combined | 1 | ₹38,636 spent | 2% of budget → 0.5% of leads | ||||
The ad-to-click rate (CTR 7.1%) is strong — the ads are relevant and getting clicked. The main drop is Sessions → Form Viewed (only ~35% reach the form). Users are landing but not scrolling to the CTA, especially on mobile. Fixing the form visibility on mobile alone should improve lead volume 20–30%.
| Keyword / Campaign | Type | Clicks | Spend (₹) | Leads | Why wasted |
|---|---|---|---|---|---|
| SH LTY Generic + LTY OCT campaigns | Campaign | 267 | 35,239 | 1 | Loyalty audience — B2C, not B2B procurement |
| loyalty rewards program | BROAD | 29 | 4,616 | 0 | Consumer loyalty, not staffing buyer |
| retailer loyalty program | BROAD | 33 | 5,027 | 0 | B2C retail audience |
| customer loyalty program | BROAD | 25 | 3,689 | 0 | B2C loyalty, not staffing |
| loyalty program providers | BROAD | 24 | 3,623 | 0 | Wrong audience |
| manpower supply agency | PHRASE | 97 | 5,371 | 0 | Job-seeker query, not procurement |
| outsourced call center | BROAD | 18 | 1,667 | 0 | Ops/BPO buyers, not staffing |
| manpower outsourcing companies | BROAD | 41 | 1,151 | 0 | Research intent, not buying intent |
| Total identified waste | ~60,383 | 1 | 25% of total FY25 budget — zero meaningful return | ||
₹38,636 went into loyalty campaigns with 1 lead at ₹35,239 CPL. The loyalty audience (B2C consumers, retail brands) does not overlap with Awign's buyer — which is an HR/procurement head at a mid-to-large company. Pausing the loyalty campaigns entirely and redirecting that budget to the staffing campaigns would add roughly 40 more leads per year at current CPL rates.
1 in 4 sessions on business.awign.com hits a JavaScript error. These errors most likely originate from GTM scripts or tracking pixels misfiring. The impact: form submit events may not fire, meaning some leads are submitting but Google Ads isn't recording them. This needs to be fixed before any further conversion rate optimisation.
The content is working. Visitors are reading through the page. The problem is not relevance or messaging — it's friction at the form entry point. On mobile (58% of sessions), the form may be hard to find or the fields may be difficult to interact with.
| # | Action Item | Owner | Expected Outcome |
|---|---|---|---|
| 1 | Fix JS errors on business.awign.com — audit GTM container GTM-PQBQ8PVC | Awign Dev | High — stops silent lead loss |
| 2 | Change final URLs from www.awign.com/business/... → business.awign.com/solutions/... | Awign Dev + SS | High — restores keyword attribution |
| 3 | Pause loyalty campaigns — redirect ₹38K budget to STF Generic | Second Step | High — ~40 more leads/year at ₹971 CPL |
| 4 | Add negative keywords — loyalty, manpower supply, outsourced call center | Second Step | Med — saves ₹20K+/year in wasted spend |
| 5 | Scale telecaller keywords — hire telecaller staff (17% CTR), telecaller services (₹739 CPL) | Second Step | Med — high-intent, cheap leads available |
| Campaign | Type | Clicks | Spend (₹) | Leads | CPL (₹) | Lead share |
|---|---|---|---|---|---|---|
| SH SRCH STF – Generic | Search | 3,180 | 1,29,150 | 133 | 971 | 75.6% |
| ST_ Telecaller | Search | 350 | 26,072 | 22 | 1,185 | 12.5% |
| STF Bulk / MainKEW | Search | 117 | 7,156 | 6 | 1,193 | 3.4% |
| SH PMAX STF | PMax | 556 | 1,618 | 4 | 405 | 2.3% |
| Testing variants | Search | 426 | 27,625 | 7 | 3,946 | 4.0% |
| Loyalty campaigns (all) | Search | 401 | 38,636 | 1 | 38,636 | <1% |
| Total | 2,38,840 | 176 | 1,357 | 100% | ||
Indigo = converting · Grey = no conversions
Green <₹1K · Amber <₹2K · Red ≥₹2K
| Keyword | Match | Clicks | Spend (₹) | Leads | CPL (₹) | CTR | Status |
|---|
~65% of visitors never reach the form. Above-the-fold CTA needs to be stronger on mobile (58% of traffic).
Sales team contact rate is 74%. Of those contacted, only 7% reach hire stage.
Google Ads tells us what we paid for. Clarity tells us how users behave on the page. GA4 tells us the full traffic picture across ALL sources — Direct, Organic, Paid, Referral. This is the missing piece that ties everything together.
| Landing Page | Sessions | Engagement | Avg Duration | Verdict |
|---|
GA4 shows 32 form_submit events, but Google Ads reports 176 conversions. Likely cause: GA4 is missing the form submit event firing (probably impacted by the 22% JS errors Clarity is reporting), or "generate_lead" (717 events) is the actual lead event. Action: Awign dev to confirm which event maps to a real lead, and fix GTM so all submissions fire properly.