The takeaway
Google Ads brought 37% of your revenue.
Google Ads: 87 customers worth $100K.
Your ad platforms brought 61% of revenue on $27.9K of spend. The other 39% came from organic, direct, referral and deals with no form lead.
Northwind DentalFull-funnel performanceSeptember 2026
- UTM Grabber1,120 leads
- Google Ads$18.9K spend
- Meta Ads$9,100 spend
- Google Analytics 440,822 sessions
- HubSpot519 deals
- Sample datafictional business
September turned $27.9K of ads into $165K of revenue.
Ads brought $165K of your $271K revenue: Meta Ads returned $7.08 per $1 of spend, Google Ads $5.31. 45% of leads became a deal and 57% of decided deals were won.
northwinddental.comGravity Forms30 days
$27.9K
Ad spend+8%
1,120
Leads+12%
229
Customers
$271K
Revenue
5.9x
ROAS
$231
Cost per customer
The funnel
From first visit to customer.
Each stage comes from the platform named under it.
- Website sessionsGoogle Analytics 4
- ↓2.7% of sessions became leadsForm leadsUTM Grabber
- ↓45% of leads became dealsDeals createdHubSpot
- ↓44% of deals won so farCustomers wonHubSpot
Deal stages count deals matched by email to these leads: 499 of 519. The other 20 are in the totals and the channel table.
Channels
Every channel, from spend to revenue.
Ad platforms first, then the channels you don't pay per click for.
Every channel side by side
| Channel | Ad spend | Sessions | Leads | Lead rate | Customers | Revenue | ROAS | Cost per customer |
|---|---|---|---|---|---|---|---|---|
| Google Ads | $18.9K | 5,320 | 7.8% | 87 | $100K | 5.3x | $217 | |
| Meta Ads | $9,100 | 11,640 | 2.5% | 34 | $64.4K | 7.1x | $268 | |
| Organic | – | 10,581 | 2.0% | 49 | $35.9K | – | – | |
| Direct | – | 8,201 | 1.0% | 23 | $31K | – | – | |
| Referral | – | 1,718 | 4.9% | 23 | $19.3K | – | – | |
| Social | – | 3,362 | 1.1% | 3 | $700 | – | – | |
| No form lead | – | – | – | 10 | $20K | – | – | |
| Total | $27.9K | 40,822 | 1,120 | 2.7% | 229 | $271K | 5.9x | $231 |
Leads count toward the channel of their form fill. Sessions are grouped the same way from Google Analytics source and medium. ROAS and cost per customer in the Total line cover your ad platforms only.
Spend to revenue
What each ad dollar brought back.
From ad spend to revenue
Show the numbers
| Step | Value |
|---|---|
| Ad spend | $27.9K |
| Google Ads revenue less spend | $81.2K |
| Meta Ads revenue less spend | $55.3K |
| Revenue from ads | $164.5K |
Spend to revenue
Google Ads vs Meta Ads
Google Ads$18.9K spend
vs
Meta Ads$9,100 spend
- Ad spend$18.9K$9,100
- Leads415287
- Cost per lead$45.42$31.71
- Customers8734
- Cost per customer$217$268
- Revenue$100K$64.4K
- ROAS5.3x7.1x
Google Ads vs Meta Ads in September. A check marks the better value on each line.
Next steps
What to do next.
This week
Follow up every form lead
621 of 1,120 leads (55%) never became a deal in HubSpot. Make sure each form submission lands in HubSpot and gets a reply.
This month
Test more budget on Meta Ads
It returned $7.08 per $1 of spend (34 customers at $268 each), the best of your ad platforms (Google Ads $5.31). Add budget in steps and watch cost per customer.
How we built this report
- Leads: 1,120 form submissions in UTM Grabber, September 2026. Each counts toward the channel of its form fill; an ad platform when utm_source and utm_medium or a click ID (gclid, fbclid, msclkid) show one.
- Ad spend: $27.9K from Google Ads and Meta Ads, September 2026.
- Sessions: 40,822 from Google Analytics 4, September 2026, grouped into the same channels by session source and medium (AI assistants count as Organic, email as Referral).
- Deals: 519 from your HubSpot, created Sep 1 to Oct 5, 2026. 499 (96%) matched a form lead by email; 20 match no form lead. Customers are won deals; revenue is their amount.
- ROAS: revenue from customers that came through an ad platform, divided by that platform's spend.
- Changes compare September 2026 with August.
- Customers, revenue and ROAS are not compared with August: 22% of this period's deals are still open, so the totals can still grow.