Esker Google Ads Master Report

1Account Overview

Ad Cost

$274.43

Clicks

129

Impressions

822

CTR

15.7%

Conversions

Conversion Rate

2.33%

Cost per Conversion

$91.48

Cost per Click (CPC)

$2.13

Cost per Thousand Impressions (CPM)

$333.86

Search Impression Share

34.8%

Search Budget Lost Impression Share

12.7%

2Campaign & Keyword Performance

Performance by Campaign

Campaign-level metrics as reported in the Demand Coach dashboard

Campaign	Clicks	Share of Clicks	Impressions	CTR	Cost	CPC	Conversions	Cost per Conversion
AU-GAN-ESK-BOFU-Branded-q3-2026	107	82.9%	578	18.51%	$220.33	$2.06	3	$73.44
AU-IGC1-AR-MOFU-ROI Calc-q2-2026	22	17.1%	244	9.02%	$54.10	$2.46	0	N/A

Top Keywords by Ad Clicks

Keywords without match type

esker

finance roi calculator

esker software

esker ar

esker invoice processing

esker cash application

esker ap automation

esker accounts payable

esker s2p

esker order management

3Summary

Between 27 August and 22 September 2026, the campaigns generated 129 clicks from 822 impressions, resulting in an average click-through rate (CTR) of 15.69%. This reflects a strong engagement rate for the ads during this period.
Lead conversions remained low, with only 3 conversions recorded, resulting in a conversion rate of 2.33%. This indicates that while the ads are attracting clicks, they are not effectively converting users into leads or customers.
The average cost per click (CPC) was $2.13, and the cost per conversion averaged $91.48. These figures show improved cost efficiency compared to previous periods, with lower costs to acquire both clicks and conversions.
The 'AU-GAN-ESK-BOFU-Branded-q3-2026' campaign was the top performer, driving 107 out of 129 total clicks. The keywords 'esker' and 'finance roi calculator' were the most effective in attracting traffic, highlighting the value of branded and ROI-focused search terms.
The search impression share increased to 34.80%, while budget lost impression share dropped to 12.73%. This means the ads are reaching a larger portion of the target audience and the budget is being used more efficiently.

4Next Plan

Increase bids for the Accounts Payable and Accounts Receivable ad group to capitalise on its proven ability to convert. This will help maximise visibility and reach for this high-potential segment.
Expand keyword coverage within this ad group by adding related search terms, such as 'accounts payable automation', 'accounts receivable solutions', and industry-specific variations. This can help capture additional relevant traffic.
Update ad copy that specifically addresses the pain points and needs of accounts payable and receivable professionals.
Monitor performance metrics closely for this ad group, including CTR, conversion rate, and cost per conversion. Use these insights to further refine targeting, messaging, and budget allocation.
Continue to review search terms regularly to identify new negative keywords, uncover relevant search opportunities, and further refine campaign targeting.

1Account Overview

Ad Cost

€1,201.75

Clicks

542

Impressions

4,757

CTR

11.4%

Conversions

Conversion Rate

0.18%

Cost per Conversion

€1,201.75

Cost per Click (CPC)

€2.22

Cost per Thousand Impressions (CPM)

€252.63

Search Impression Share

20.0%

Search Budget Lost Impression Share

27.6%

2Campaign & Keyword Performance

Performance by Campaign

Campaign-level metrics as reported in the Demand Coach dashboard

Campaign	Impressions	Clicks	Cost per Click (CPC)	Conversions	Cost	Cost / Conversions	Click-Through Rate
SP-GAN-ESK-BOFU-Branded-q3-2026	1,365	330	€0.88	1.00	€288.87	€288.87	24.18%
SP-GAN-EINV-BOFU-Facturacion-Electronica-q3-2026	2,295	162	€5.24	0.00	€848.76	N/A	7.06%
SP-IGC1-AR-MOFU-DSO eb-q2-2026	—	21	—	0.00	—	N/A	—
SP-IGC1-AR-MOFU-AI Cashflow eb-q2-2026	—	18	—	0.00	—	N/A	—
SP-IGC1-AR-MOFU-ROI Calc-q2-2026	—	11	—	0.00	—	N/A	—
Total	4,757	542	€2.22	1.00	€1,201.75		11.39%

Top Keywords by Ad Clicks

Keywords without match type

esker

323

factura electrónica b2b españa

144

automatización financiera ia

mejorar flujo de caja

ley crea y crece factura electrónica

days sales outstanding

finance automation roi

factura electrónica obligatoria españa

finance roi calculator

esker software

3Summary

During this period, campaigns generated a total of 4,757 ad impressions and 542 clicks, resulting in a click-through rate (CTR) of 11.39%. The average cost per click (CPC) was €2.22, with a total ad spend of €1,201.75. Only one conversion was recorded, leading to a conversion rate of 0.18%. The cost per conversion for this period was €1,201.75, indicating a high acquisition cost relative to the number of conversions.
The top-performing campaign by clicks was 'SP-GAN-ESK-BOFU-Branded-q3-2026' with 330 clicks and one conversion, achieving a campaign-level cost per conversion of €288.87. Other campaigns, such as 'SP-GAN-EINV-BOFU-Facturacion-Electronica-q3-2026', drove significant traffic (162 clicks) but did not generate conversions in this period.
The most clicked keywords were 'esker' (323 clicks) and 'factura electrónica b2b españa' (144 clicks), indicating strong brand and product-related search interest. Other keywords related to financial automation and electronic invoicing also contributed to traffic, though at lower volumes.
Average cost per thousand impressions (CPM) was €252.63, reflecting the investment required to maintain visibility in target market. The Search Impression Share for the period was 20%, and the Search Lost IS (budget) was 27.6%, suggesting there is room to increase budget or improve efficiency to capture more available impressions.

4Next Plan

Expand keyword coverage by adding more specific terms around accounts payable and receivable automation. While current clicks are low for these terms, there is potential to capture more relevant traffic by including variations and industry-specific phrases.
Launch ad copy that speaks directly to the needs of finance professionals. Highlight automation, compliance, and efficiency benefits, as these are likely to resonate with target audience and could help improve the low conversion rate (0.18%).
Closely monitor performance metrics for these campaigns, including CTR, conversion rate, and cost per conversion. The current cost per conversion is high (€136.30 for the last period), so use data-driven adjustments to optimise spend and messaging.
Regularly review search term reports to identify irrelevant queries and add negative keywords. This will help reduce wasted spend and ensure ads are shown to the most relevant audience segments.

1Account Overview

Ad Cost

£367.14

Clicks

265

Impressions

2,415

CTR

11.0%

Conversions

Conversion Rate

0.75%

Cost per Conversion

£183.57

Cost per Click (CPC)

£1.39

Cost per Thousand Impressions (CPM)

£152.02

Search Impression Share

20.1%

Search Budget Lost Impression Share

14.1%

2Campaign & Keyword Performance

Performance by Campaign

Campaign-level metrics as reported in the Demand Coach dashboard

Campaign	Impressions	Clicks	Cost per Click (CPC)	Conversions	Cost / Conversions	Click-Through Rate (CTR)	Cost
UK-GAN-ESK-BOFU-Branded-q3-2026	1,271	221	£1.32	2.00	£145.76	17.39%	£291.53
UK-IGC1-AR-MOFU-ROI Calc-q2-2026	—	18	—	0.00	N/A	—	—
UK-IGC1-AR-MOFU-AI Cashflow eb-q2-2026	652	16	£1.94	0.00	N/A	2.45%	£31.05
UK-IGC1-AR-MOFU-DSO eb-q2-2026	—	10	—	0.00	N/A	—	—
Total	2,415	265	£1.39	2.00		10.97%	£367.14

Top Keywords by Ad Clicks

Keywords without match type

esker

183

finance roi calculator

esker invoice processing

improve cash flow

esker software

ai cash flow

esker ap

finance automation ai

esker ap automation

ai cashflow

3Summary

From 27 August to 22 September 2026, the campaigns generated 2 conversions from 265 clicks and 2,415 impressions, resulting in a conversion rate of 0.75%. This marks a significant improvement over the previous period, where the conversion rate was only 0.18%.
The cost per conversion for this period was £183.57, a substantial decrease from £863.92 in the previous period. This indicates that the ad spend is now much more efficient, delivering more conversions for less investment.
The click-through rate (CTR) improved to 10.97%, up from 5.68% previously. This suggests ads are more engaging and relevant to target audience, resulting in higher interaction rates.
The campaign 'UK-GAN-ESK-BOFU-Branded-q3-2026' was the primary driver of performance, accounting for 221 out of 265 total clicks and both conversions. Other campaigns contributed minimally, highlighting a strong dependence on this campaign for results.
Average cost per click (CPC) was £1.39, slightly lower than the previous period (£1.52). However, CPM (cost per thousand impressions) increased to £152.02 from £86.53, indicating higher competition or increased bids for impressions.

4Next Plan

Increase budget allocation to the 'UK-GAN-ESK-BOFU-Branded-q3-2026' campaign and the associated ad groups that have delivered conversions. This will help maximise exposure and capture more high-intent traffic, as this campaign is currently driving the majority of results.
Test new ad variations and expand keyword targeting within the Brand Only and Accounts Payable themes. Focus on high-performing keywords such as 'esker', 'esker invoice processing', and 'accounts payable' to further improve relevance and conversion potential.
Monitor and optimise bids for top-performing keywords and ad groups. Given the increase in CPM and the strong CTR, ensure bids are competitive but efficient, avoiding unnecessary overspend while maintaining visibility.
Review underperforming campaigns and ad groups. Consider reallocating budget from campaigns with low or no conversions to those with proven results, ensuring resources are focused on what works best.

1Account Overview

Ad Cost

€1,098.29

Clicks

1,197

Impressions

26,090

CTR

4.6%

Conversions

Conversion Rate

0.00%

Cost per Conversion

N/A

Cost per Click (CPC)

€0.92

Cost per Thousand Impressions (CPM)

€42.10

Search Impression Share

10.0%

Search Budget Lost Impression Share

39.5%

2Campaign & Keyword Performance

Performance by Campaign

Campaign-level metrics as reported in the Demand Coach dashboard

Campaign	Impressions	Clicks	Cost per Click (CPC)	Conversions	Cost / Conversions	Click-Through Rate (CTR)	Cost
GE-GAN-EINV-BOFU-E-Rechnung-q3-2026	24,121	930	€0.79	0.00	N/A	3.86%	€732.48
GE-GAN-ESK-BOFU-Branded-q3-2026	1,203	217	€1.39	0.00	N/A	18.04%	€302.67
GE-IGC1-AR-MOFU-ROI Calc-q2-2026	—	20	—	0.00	N/A	—	—
GE-IGC1-AR-MOFU-DSO eb-q2-2026	—	17	—	0.00	N/A	—	—
GE-IGC1-AR-MOFU-AI Cashflow eb-q2-2026	—	13	—	0.00	N/A	—	—
Total	26,090	1,197	€0.92	0.00		4.59%	€1,098.29

Top Keywords by Ad Clicks

Keywords without match type

e rechnung pflicht

478

e-rechnung deutschland

227

esker

177

xrechnung zugferd

106

e rechnung en 16931

e rechnung gesetz

esker software

finance roi calculator

cashflow verbessern

e-rechnung pflicht 2025

3Summary

During this period, a total of 1,197 clicks were generated from 26,090 impressions, resulting in an average click-through rate (CTR) of 4.59%. This is a strong performance, indicating that the ads were relevant and engaging for the target audience.
Despite the solid click numbers, there were no conversions recorded throughout the period. The conversion rate remained at 0%, suggesting issues with the landing page, offer, or overall funnel effectiveness.
The average cost per click (CPC) was €0.92, and the cost per thousand impressions (CPM) was €42.10. While these values are within a reasonable range for B2B and niche markets, the lack of conversions makes the investment less efficient.
The search impression share was consistently low at 9.99%, and the average budget lost impression share was 39.5%. This indicates either a limited budget or strong competition, resulting in missed opportunities for greater reach.
The campaign 'GE-GAN-EINV-BOFU-E-Rechnung-q3-2026' received the most clicks (930), followed by 'GE-GAN-ESK-BOFU-Branded-q3-2026' (217). This shows that the topic of e-invoicing is particularly in demand. Top keywords included 'e rechnung pflicht' and 'e-rechnung deutschland', reflecting strong interest in e-invoicing regulations.

4Next Plan

Review conversion tracking setup. Despite strong click and impression numbers, there were no conversions in the period. Ensure landing pages are relevant to the ad copy and keyword intent, and that all tracking pixels or tags are firing correctly. Consider user testing to identify friction points in the conversion process.
Expand keyword targeting around high-performing search terms such as 'e rechnung pflicht', 'e-rechnung deutschland', and 'esker'.
Monitor and optimise bids for top-performing keywords and ad groups. With a strong CTR and moderate CPC, ensure bids remain competitive to maintain visibility, but avoid unnecessary overspending. Use automated bidding strategies or set bid caps to control costs while maximising results.
Regularly review search terms report to identify negative keywords. This will help filter out irrelevant traffic and focus budget on high-intent queries, improving both CTR and conversion rates over time.

1Account Overview

Ad Cost

$491.28

Clicks

117

Impressions

1,341

CTR

8.7%

Conversions

Conversion Rate

0.00%

Cost per Conversion

N/A

Cost per Click (CPC)

$4.20

Cost per Thousand Impressions (CPM)

$366.35

Search Impression Share

12.9%

Search Budget Lost Impression Share

25.0%

2Campaign & Keyword Performance

Performance by Campaign

Campaign-level metrics as reported in the Demand Coach dashboard

Campaign	Impressions	Clicks	Cost per Click (CPC)	All Conversions	Cost / Conversions	Click-Through Rate (CTR)	Cost
AS-GAN-ESK-BOFU-Branded-q3-2026	828	91	$4.92	1.00	N/A	10.99%	$447.59
AS-IGC1-AR-MOFU-AI Cashflow eb-q2-2026	513	26	$1.68	0.00	N/A	5.07%	$43.69
Total	1,341	117	$4.20	1.00		8.72%	$491.28

Top Keywords by Ad Clicks

Keywords without match type

esker

finance automation ai

ar automation ai

esker invoice processing

ai cash flow

esker software

esker ar

esker ap automation

accounts receivable

days sales outstanding

3Summary

Campaigns generated a total of 117 ad clicks from 1,341 impressions, with a total ad spend of $491.28 during this period.
The average click-through rate (CTR) was 8.72%, and the average cost per click (CPC) was $4.20, indicating a reasonable level of engagement for the ads.
The campaign 'AS-GAN-ESK-BOFU-Branded-q3-2026' was the top performer with 91 clicks, while 'AS-IGC1-AR-MOFU-AI Cashflow eb-q2-2026' received 26 clicks. The keyword 'esker' drove the most clicks (75).
Only 1 conversion was recorded, resulting in a conversion rate of 0%. This suggests that while ad engagement was present, it did not translate into significant conversions.

4Next Plan

Prioritise budget allocation to the 'AS-GAN-ESK-BOFU-Branded-q3-2026' campaign, as it is generating the majority of clicks (91 out of 117 total) and impressions. However, conversion volume remains low, so pair increased spend with conversion-focused landing page tests and clearer calls to action.
Expand keyword targeting within the Brand and Accounts Payable themes. Focus on high-performing keywords such as 'esker', 'esker invoice processing', and 'accounts payable', which are driving the most ad clicks. Test new keyword variations and negative keywords to refine relevance and reduce wasted spend.
Test new ad creatives and messaging to improve engagement. While CTR has improved (8.72% overall, with some weeks above 12%), conversion rates remain at zero. Experiment with stronger value propositions and clearer next steps in ads.
Closely monitor and optimise bids for top-performing keywords and ad groups. CPM and CPC have increased (CPM: $366.35, CPC: $4.20), so ensure bids are competitive but not excessive. Use bid adjustments to maintain visibility for high-intent searches while controlling costs.
Review underperforming campaigns and ad groups. The 'AS-IGC1-AR-MOFU-AI Cashflow eb-q2-2026' campaign is generating clicks but no conversions. Consider reallocating budget from this campaign to higher-performing ones, or pause and rework its targeting and creative.

1Account Overview

Ad Cost

€402.41

Clicks

156

Impressions

1,486

CTR

10.5%

Conversions

Conversion Rate

0.00%

Cost per Conversion

N/A

Cost per Click (CPC)

€2.58

Cost per Thousand Impressions (CPM)

€270.80

Search Impression Share

19.5%

Search Budget Lost Impression Share

25.6%

2Campaign & Keyword Performance

Performance by Campaign

Campaign-level metrics as reported in the Demand Coach dashboard

Campaign	Impressions	Clicks	Cost per Click (CPC)	Conversions	Cost / Conversions	Click-Through Rate (CTR)	Cost
BNL-GAN-ESK-BOFU-Branded-q3-2026	795	124	€2.52	0.00	N/A	15.60%	€312.33
BNL-IGC1-AR-MOFU-ROI Calc-q2-2026	242	14	€2.21	0.00	N/A	5.79%	€30.94
BNL-IGC1-AR-MOFU-AI Cashflow eb-q2-2026	327	10	€3.19	0.00	N/A	3.06%	€31.87
BNL-IGC1-AR-MOFU-DSO eb-q2-2026	122	8	€3.41	0.00	N/A	6.56%	€27.27
Total	1,486	156	€2.58	0.00		10.50%	€402.41

Top Keywords by Ad Clicks

Keywords without match type

esker

110

finance roi calculator

finance automatisering ai

esker invoice processing

calculate profit

cashflow verbeteren

esker ap automation

ai cash flow

ar automation ai

improve collections

3Summary

During this period, campaigns generated 1,486 ad impressions and 156 clicks, resulting in an average click-through rate (CTR) of 10.5%. The cost per click (CPC) averaged €2.58, with a total ad spend of €402.41. Despite this activity, there were no recorded conversions or leads, resulting in a conversion rate of 0%. The top-performing campaign was 'BNL-GAN-ESK-BOFU-Branded-q3-2026', responsible for the majority of clicks (124 out of 156). The keyword 'esker' was the most clicked, indicating strong brand interest. However, the lack of conversions suggests a need to review landing pages, offers, or targeting to improve lead generation.
Search impression share averaged 19.5%, with a budget lost impression share of 25.6%. This indicates that the ads were not shown for a significant portion of available searches, mainly due to budget limitations. Increasing the budget or optimizing the bidding strategy could help capture more impressions and potentially more clicks.
The cost per thousand impressions (CPM) was relatively high at €270.80, reflecting a competitive ad environment or niche targeting. If the goal is brand awareness, this CPM may be acceptable, but for lead generation, the lack of conversions suggests a need to reassess the creative, targeting, or offer.

4Next Plan

The campaign 'BNL-GAN-ESK-BOFU-Branded-q3-2026' generates by far the most clicks (124 out of 156 total). Consider increasing the budget for this campaign and testing ad variations that emphasize brand awareness and differentiation.
No conversions have been registered despite a CTR of 10.5% and 156 clicks. Analyze landing pages for relevance, load speed, and call-to-action. Consider A/B testing different forms or contact methods to lower barriers.
The keyword 'esker' is dominant (110 clicks). Expand the keyword set with long-tail variations and synonyms around automation, cash flow, and DSO. Use search term reports to identify new opportunities and negative keywords.
The share of lost impression due to budget (25.6%) and a relatively high CPM (€270.80) indicate competition. Consider increasing bids on top-performing keywords and campaigns, and optimize budget allocation towards the highest ROI campaigns.
Test new ad copy that highlights the specific benefits of Esker solutions. Add sitelinks, highlight extensions, and call-outs to increase visibility and relevance.

Google Ads Performance Report

Google Ads Performance Report