Hatchet: Paid Search → Customer Funnel

Stream Hatchet · streamhatchet.com · Google paid search vs HubSpot New Sales Closed Won
HubSpot data as of 2026-10-02 19:20 CEST CPA analysis 2026-10-03 Portal 5918623 Customer = New Sales Closed Won

Funnel: Paid search contacts → Starter → New Sales → Closed Won

Monthly Starter deal creates (2026, PAID_SEARCH)

StarterNew Sales
Starter creates fell from 78 (Apr) to 0 (Sep–Oct). Only 3 New Sales created in Apr–Oct 2026 (Apr 1, Jul 2). Source monthly series begins 2026-04; Jan–Mar are not in the files.

Keywords: Starter volume vs Closed Won (all-time PAID_SEARCH)

stream hatchet (brand) is the cheapest repeatable path: 5 Closed Won / $25,500 on campaign brand with 0 losses there. influencer marketing is the biggest Starter driver (151) but has never Closed Won and lost 1 deal ($18,000). It's waste. "—" = the source files don't give a value for that keyword.

Campaigns: Starter volume vs New Sales outcome (all-time PAID_SEARCH)

Numeric campaign names are raw Google campaign ids stored in HubSpot drill-down 1 (not named in CRM; no Starter twins). core offering q1fy26: 279 Starters, zero New Sales deals in any stage, yet that's where current Google conversion value sits (~5.2x ROAS in-platform).

Last 60 days: campaigns & keywords behind the 20 PAID_SEARCH Starter deals

2026-08-03 → 2026-10-02 · 0 New Sales

Recommendation · the one budget move

Move current paid-search budget off Core Offering creator/influencer queries and onto the brand campaign bidding “stream hatchet”.
Recent euros produce Starter signups and Google conversion value inside a campaign that has never created a New Sales deal. Every customer HubSpot can trace to a readable paid-search campaign came from brand search (5/5 won). The last one closed 2024-09-20. Until brand gets the spend, cost per Closed Won stays undefined.

Cut

  • influencer marketing + creator/influencer queries (151 Starters, 0 CW; 0 Google conv. in ~30d)
  • core offering q1fy26 as a customer campaign (279 Starters, 0 New Sales)
  • emea (126 Starters, 0 won, 2 lost / $57,000)
  • No added budget for generic discovery (find influencers cluster: 5 won $24,000 vs 9 lost $95,300)

Keep / scale

  • brand / stream hatchet: 5/5 New Sales Closed Won
  • Narrow platform-intent allow-list: influencer marketing platform (4W/4L), influencer platform (2W/2L)
  • Competitor terms (sideqik, tagger media, sidekick influencer) as a capped test only (sideqik won $35,000, lost $219,000)

Hold (don't scale)

  • q1 fy26 2025 trends report search: 0 CW, but Tencent $32,000 (Negotiation) and THE CORE $15,000 (RFP) are open
  • live streaming trends report: 1 won $2,500 vs 7 lost $71,500. No more budget