WREA Dashboard
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Updated 17 Aug 2026, 8:33 am
Google Ads Vitals

Profit slipped this week.

Short term: spend moved from $30,310.12 last week to $21,632.84 this week, while Intro GP moved from $18,958.16 to $7,020.80 and GP margin moved from 62.5% to 32.5%.

Long term: GP margin has fallen from 122.0% on 23 Feb 2026 to 32.5% now; Intro GP has dropped from $47,595 on 16 Feb 2026 to $7,021 now.

Reporting week
10 Aug 2026 to 16 Aug 2026 Refreshed 17 Aug 2026, 8:33 am Auction Insights active
Google Ads data is stale. Last successful dashboard refresh was 17 Aug 2026, 8:33 am. Refresh Google Ads on demand before using these figures for current decisions.
Spend
$21,633
1w -$8,6774w -$4,8808w +$1,583
Intro GP
$7,021
1w -$11,9374w -$6,4728w +$7,577
GP Margin
32.5%
1w -30.1%4w -18.4%8w +35.2%
Lead → Intro
29.8%
1w -11.3%4w -2.1%8w +3.1%
Click → Intro
1.4%
1w -0.6%4w -0.5%8w +0.1%
What is driving it Agent (National)
Spend share 82.9%
Intro GP $2,195
GP margin 12.2%
Campaign Current Trend vs exact 1w / 4w / 8w
Agent (National) monitor
$2,195 $17,940 spend • 12.2% GP • 35.3% L→I
1w IGP -$11,786 • margin -47.5%4w IGP -$5,643 • margin -30.6%8w IGP +$3,136 • margin +18.6%
Exact match monitor
$1,973 $15,358 spend • 12.8% GP • 38.9% L→I
1w IGP -$11,841 • margin -59.9%4w IGP -$6,095 • margin -35.6%8w IGP +$2,914 • margin +19.2%
Phrase match monitor
$222 $2,582 spend • 8.6% GP • 21.4% L→I
1w IGP +$55 • margin +4.8%4w IGP +$451 • margin +22.5%
Real Estate (National) stable_or_scalable
$1,230 $2,125 spend • 57.9% GP • 45.5% L→I
1w IGP -$742 • margin +6.4%4w IGP -$2,825 • margin -54.4%8w IGP -$120 • margin +23.0%
Broad (National) scalable_but_constrained
$4,163 $1,001 spend • 415.8% GP • 22.2% L→I
1w IGP +$2,390 • margin +336.7%4w IGP +$4,463 • margin +432.9%8w IGP +$4,226 • margin +515.8%
Agent Off-Peak (National) monitor
-$567 $567 spend • -100.0% GP • 0.0% L→I
1w IGP -$740 • margin -127.1%4w IGP -$3,230 • margin -227.4%8w IGP -$49 • margin 0.0%
Trend view Account-wide 9 Feb 2026 to 10 Aug 2026
Scope
X-axis
Money trend Spend vs Intro GP
Quality trend Margin + lead to intro
Strategic action review Fix margin, then scale controlled volume

CEO read

The dashboard is not saying Google Ads is broken. It is saying the account is spending harder than profit quality currently supports, with one dominant campaign hiding important sub-campaign economics.

Operating stance

Hold broad scaling, reallocate within the account, repair weak intent pockets, and use Auction Insights only where profitable demand can justify stronger rank.

Account readout

$21,633 spend is being carried at 32.5% GP margin. 1w -$8,677 / 4w -$4,880 / 8w +$1,583; 1w -30.1% / 4w -18.4% / 8w +35.2%.

Profit signal

$7,021 Intro GP with 29.8% lead-to-intro and 1.4% click-to-intro. The funnel is still producing intros, but margin is not keeping pace with spend.

Main driver

Agent (National) is 82.9% of spend and produced $2,195 at 12.2% GP margin. This is the account control point, not a side issue.

Match-type split

Agent exact match is carrying $1,973 at 12.8%; phrase match is $222 at 8.6%. Treat them as different businesses with different budget rules.

Auction pressure

localagentfinder.com.au is still dominating premium placement at 51.7% absolute-top share versus WREA at 15.3%.

Longer trend

GP margin has fallen from 122.0% on 23 Feb 2026 to 32.5% now; Intro GP has dropped from $47,595 on 16 Feb 2026 to $7,021 now.

1

Protect gross profit before adding account-wide spend

32.5% is below both the recent and longer-term baseline. Budget increases should be approved only where campaign-level Intro GP, margin, and lead quality are all holding.

Set a temporary rule: no broad budget lift unless the campaign is above its 4w GP-margin reference or has a named recovery thesis.
2

Reallocate inside the account, not simply up or down

Current scale candidates are Real Estate (National). They deserve first look for controlled budget movement.

Move dollars from weak exploratory pockets into proven profitable pockets in small steps, then check Intro GP and lead quality after each weekly cycle.
3

Separate Agent exact from Agent phrase in decision making

Exact is positive ($1,973, 12.8%); phrase is negative ($222, 8.6%). The blended Agent view hides the real management problem.

Protect exact-match capacity first; put phrase on a tighter query, bid, and landing-page review until it earns its budget.
4

Fix funnel quality before changing bidding blindly

Agent (National), Broad (National), Agent Off-Peak (National) are showing quality or conversion deterioration signals.

Review search terms, lead source mix, landing pages, and CRM follow-up outcomes before raising targets or budgets.
5

Defend premium auction position only where economics justify it

Search IS 28.4% / Top of Page IS 22.5% / Abs Top IS 10.0% / Lost IS (Rank) 51.4%

Use Auction Insights to defend high-intent exact terms and proven off-peak campaigns, not to chase share across low-margin traffic.

Quick wins

  • Put budget pressure in Broad (National) into an immediate hold/review lane: Short term: lost-to-budget share moved to 67.2% from 45.4% week on week.
  • For Agent National, isolate phrase-match loss from exact-match profit. Cap or tighten phrase until search terms and lead outcomes explain the gap.
  • Run a controlled scale test in Real Estate (National) before increasing the whole account.
  • Audit the first 20-30 recent leads from Agent (National), Broad (National), Agent Off-Peak (National) for intent, geography, property readiness, and call outcome.
  • Add a weekly no-go check: if GP margin is below the 4w reference and spend is above the 4w reference, scaling requires a written exception.

Tactical changes

  • Split weekly operating review into three lanes: profitable scale candidates, fix-before-scale campaigns, and exploration/learning spend.
  • Manage high-intent exact, phrase, broad, and off-peak traffic with separate budget rules because their economics are materially different.
  • For Quality, Real Estate, and Broad, pair Google search-term review with CRM outcome review so the team can see whether the issue is query intent, landing-page promise, or sales follow-up.
  • Use Auction Insights as a second-order signal: rank and absolute-top share matter only when lead-to-intro and Intro GP justify the extra CPC pressure.
  • Track campaign decisions against 4w and 8w references, not just week-on-week movement, so the team does not overreact to one noisy week.

Long-term strategy

  • Move bidding governance toward gross-profit value, not lead volume. The long-term target should be profitable paid acquisition, not cheaper leads that do not become intros.
  • Feed later funnel stages back into budget decisions: appointed, listed, sold, and paid outcomes should become the quality lens for scaling once enough data is available.
  • Create a portfolio budget model: protect core profitable demand, scale only proven pockets, and reserve a capped test budget for new query/landing-page experiments.
  • Build a competitor-defense plan for the terms where WREA must be visible. Premium position should be bought deliberately on high-intent terms, not spread thinly across all auctions.
  • Review campaign architecture quarterly so match type, intent, geography, time-of-day, and landing-page promise each have a clear role in the account.
Auction x profit Account-wide X-axis is auction week. Lag pulls later Intro GP and GP margin back onto the auction week.
Mode
Lag
Scope
X-axis
Auction + profit alignment Intro GP vs placement + margin
Scatter check Auction position vs profit outcomes