A Hypothetical Google Search Case Study for a New Cairo Off-Plan Project

What the scenario assumes, and what it leaves unknown

Imagine an off-plan project in New Cairo running a Search campaign. The commercial team has an approved offer, a working Landing Page and a CRM record for each unique inquiry. Use the hypothetical project context to review the cohort definitions and calculations.

The example assumes the counts below are unique, their source records can be reconciled and the qualified leads meet agreed project criteria. It does not supply sales salaries, service fees, cancellations, collections or profit. Those unknowns must not be filled with invented industry averages.

Two different reporting questions in the same month

All values are invented for arithmetic in EGP. The contract count by signing month answers what closed during the month. The contract count by inquiry cohort answers what happened to people acquired in the selected campaign period. Both views can be useful; they should not silently share a denominator.

On smaller screens, scroll the table horizontally to read all columns.

Calculate the costs with the boundary visible

For the new cohort, CPL is 90,000 ÷ 300 = 300 EGP, and CPQL is 90,000 ÷ 60 = 1,500 EGP. Advertising spend per contract recorded for this cohort is 90,000 ÷ 3 = 30,000 EGP at the review cutoff. This last value can change as outcomes mature.

Using all six contracts instead gives 15,000 EGP, but it combines new spend with contracts from older cohorts. It is not the new cohort's spend per contract. The original spend for the older three contracts is unknown, and none of these figures is full CAC, collected revenue or profit.

What the CRM needs to preserve for this check

Retain the inquiry ID, initial receipt time, acquisition source, campaign reference, qualification criteria version, stage timestamps and contract reference where applicable. Keep missing source information and unresolved follow-up visible. Do not count one signed contract twice because it appears in two platform reports.

Google's qualified-lead and converted-lead goals describe business-defined stages. A converted lead is not automatically a signed contract. Agree the actual outcome and integration method; a stored click identifier or a delivered event does not establish that the entire business record is correct.

Primary reference: Google Ads: qualified leads and converted leads

Use the example to choose a check, not declare a strategy winner

This arithmetic does not show that match-type isolation, STAGs or a different bid strategy caused an improvement. No comparison campaign, baseline or randomized test is provided. Even the difference between two observed cohorts would need interpretation for offer changes, follow-up, market conditions and conversion delay.

If the source records do not reconcile, repair the reporting first. If leads fit the project but follow-up is incomplete, review routing and ownership. If project fit is weak, review the approved offer, search terms and destination. Use the campaign review guide for an account already spending, or the launch guide before a new campaign starts.

Record the date of the conclusion

Write the acquisition period, review cutoff, number of unresolved cases and the included cost boundary beside the conclusion. Compare cohorts after equal follow-up where possible. A recent cohort with no contract yet has an unavailable spend-per-contract value, not a zero acquisition cost.

Keep a separate signing-month view for commercial operations. That view can be useful without being relabeled as campaign acquisition performance. The goal is a decision the marketing and sales teams can reproduce from the same records.