Google Ads Account Review
The last 12 months of the Prestan Google Ads account, in numbers.
The last 12 months of the Prestan Google Ads account, in numbers.
Every campaign, keyword, landing page, conversion and country
Most spend went to campaigns costing $423 to $823 per conversion
The account was dormant until February 2026, then spent about $10,000 a month until late July, when the biggest campaigns were paused. August is about $2,000, brand search only.
Every campaign bids for cheap clicks (Maximise Clicks). Nothing has ever bid for leads.
| Campaign | Spend | Conv. | Cost / conv. |
|---|---|---|---|
| Search - CanadaPaused | $43,468 | 52.8 | $823 |
| Search - Asian MarketsPaused | $12,970 | 30.5 | $425 |
| Global Branded SearchLive | $9,895 | 155.0 | $64 |
| Canada & Australia HomepagePaused | $3,153 | 22.7 | $139 |
| Four other variants | $946 | 12.0 | mixed |
Five product campaigns and a distributor Performance Max were built but never spent.
273 reported conversions, 99 actual leads
Two thirds of reported conversions are clicks that leave the site. Actual leads were 99 forms and calls in 12 months, about $711 each.
Because clicks are valued at $1 and forms at $5, the account optimises for clicks. No handoff records which country or distributor got the visitor.
$63 per conversion on brand terms, $599 on everything else
Searches for "Prestan" convert at $63. Everything else averages $599. The brand campaign is 14% of spend and 57% of conversions.
It targets 215 countries with one budget and a single landing page, the homepage. India ($29 per conversion) and the UK ($38) get almost no budget.
| Country | Spend | Conv. | Cost / conv. |
|---|---|---|---|
| Canada | $46,172 | 116 | $398 |
| Australia | $7,298 | 19 | $384 |
| Malaysia | $6,854 | 34 | $202 |
| Indonesia | $3,533 | 12 | $294 |
| Thailand | $1,730 | 2 | $865 |
| Japan | $1,047 | 0 | no conv. |
| India | $600 | 21 | $29 |
| United Kingdom | $575 | 15 | $38 |
109 countries received spend. A campaign labelled "MENA" targets Ghana, Kenya, Nigeria, Ethiopia and Angola.
Form leads fell from about 23 a month to about 5
The new prestan.com launched 8 to 10 July. Traffic recovered within a week, but form leads dropped from about 23 a month to about 5, and HubSpot submissions stopped completely.
Distributor clicks jumped tenfold at the same time, so the headline conversion number looks fine while lead capture has nearly stopped.
The new site also runs two Google Tag Manager containers, and purchase events have started appearing.
87% of spend went to getprestan.com, not prestan.com
Nearly nine in ten paid dollars landed on getprestan.com, a separate funnel domain. Its ad URLs are broken ("https://https.www.") and only work through redirects.
The traffic history, remarketing audiences and most of the captured leads sit on that domain, not on prestan.com.
No country pages, no tracked handoffs
Every geo campaign runs the same keywords and ads, pointed at the homepage. The distributor page lists local sellers for the US and Canada only; everyone else is sent to a regional site to start their search again.
There are no country landing pages. Paid traffic reached the distributor page three times all year. There are 160+ distributors across 80+ countries to work with.
Modelled from live Google search data, August 2026
| Market | Searches / mo | Typical CPC | Leads / yr | Cost / lead |
|---|---|---|---|---|
| United Kingdom | 1,520 | $2.50 | ~180 | $50 |
| Canada | 1,020 | $8.00 | ~120 | $160 |
| India | 2,390 | $0.40 | ~140 | $10 |
| Philippines | 810 | $0.60 | ~50 | $15 |
| Indonesia | 380 | $3.00 | ~45 | $60 |
| Malaysia | 350 | $5.00 | ~40 | $100 |
| Six markets | ~6,470 | ~575 | ~$68 blended |
Modelled at a 20% paid click capture and a 5% enquiry rate, with India and the Philippines counted at half rate for lead quality. Core English buying terms only. Local-language search, Europe, MENA and LATAM sit on top of these numbers.
Where we start
Count leads as the main conversion. Record which country and distributor each handoff goes to.
Own budget and targets for each priority market, starting with brand terms. Bid for leads, not clicks.
A landing page listing that country's distributors, with an enquiry form. Generic keywords only where a page exists.
Where this goes once leads are flowing
Buyers arrive at different stages. Some are still researching, some are comparing, some are ready to buy, but the site currently offers them all the same single action, fill in a form. Giving each stage its own way to engage builds trust before the sale, and trust converts.
Make Prestan the brand ChatGPT and Google's AI recommend when someone asks which CPR manikin to buy. Product research is moving there fast.
Interactive pickers that recommend the right manikin or AED trainer for a class size and budget, then hand the buyer to their local distributor.
Test and improve the paths from visit to enquiry, forms, layouts and calls to action. Every channel converts better, not just paid.
Lead reports per distributor, market scorecards per country, and co-branded campaigns partners can run locally. The Australian program is the template.
What we want to understand before building anything