Search visibility, AI discovery, paid efficiency, and progress against the Q2 marketing OKRs — an external read on what's working, what isn't, and what to act on this cycle. Scoped to US users on roomsketcher.com.
Jo's Q2 marketing OKRs define three objectives. This section reads each one against the data this cycle. The rest of the report contains the supporting detail.
| Key Result | Tracked Via | This Cycle | Direction |
|---|---|---|---|
| Increased subs at lower CAC | Combined Google+Bing New Subscription, US, paid CPA | New Sub +20% / CPA +77% | Mixed |
Subs grew via Bing scale-up, but the CPA component of the goal got worse, not better. Section 1 + Section 8 detail the campaign-level moves. Recommend pausing further Bing scale until CPA stabilizes (Action #2).
| Key Result | Tracked Via | This Cycle | Direction |
|---|---|---|---|
| #1 in LLMs incl. "floor plan creator" | GSC position for "floor plan creator" (US) | ~16.8 (vs ~19.1) | Improving |
| Increased organic non-brand clicks (NORAM) | GSC clicks/day (US) | 1,373/day (vs 1,363) | Flat |
"Floor plan creator" rose another 2.3 positions organically — but Cedreo has a dedicated /floor-plans/floor-plan-creator/ page (Section 5), joining SmartDraw and Planner 5D — RoomSketcher is the only one of the four named OKR competitors without a dedicated page. Org clicks are flat — expansion topics not yet contributing.
| Key Result | Tracked Via | This Cycle | Direction |
|---|---|---|---|
| Increased sign-up rate (NORAM) | GA4 sign_up + new_subscription (US, 4-wk view) |
sign_up +6% / new_sub +22% (4 wks) | Improving |
| Key pages updated | Key Page Audit & Update (initiative) | Pending | TBD |
All-source US conversion volume is up across the 4-week view (Section 1, GA4 Conversion Events block) — sign_up steadily, new_subscription with a mid-April dip then recovery+. The +36% vs last cycle is partly rebound; the +22% over 4 weeks is the cleaner read. The Key Page Audit can build on real momentum, but the magnitude is more modest than the 2-week comparison suggests.
/floor-plan-creator/ (Floor Plan Creator Action Plan), /affiliate/ (Affiliate Pilot), and FloorCapture comparison pages all return "URL is unknown to Google" via Search Console inspection, and zero impressions for "affiliate" or "floorcapture" queries from US in this window. Section 10 actions are tagged with the OKR objective they serve.
Trackable KPIs updated every two weeks. Designed for quick scanning so trends surface immediately. All metrics are filtered to United States users on roomsketcher.com only.
user_location_view.country_criterion_id = 2840 (United States). Timeframes (three 14-day windows for trend visibility): Current: Apr 20 – May 3, 2026. Last Period: Apr 6 – Apr 19, 2026. 4 Weeks Ago: Mar 23 – Apr 5, 2026. Session metrics shown as daily averages. The Δ column compares Current vs Last Period; the 4-Wks-Ago column lets you spot when a movement is genuine improvement vs recovery from a dip. Note: Some prior-issue baseline numbers (Google Ads conversions in particular) have settled higher than originally reported as attribution catches up — values below reflect the current settled data.
| KPI | 4 Wks Ago Mar 23 – Apr 5 |
Last Period Apr 6 – Apr 19 |
Current Apr 20 – May 3 |
Δ vs Last | Status |
|---|---|---|---|---|---|
| Website Traffic (US) — daily averages | |||||
| Total Website Sessions | 4,528/day | 4,460/day | 4,511/day | +1.1% | |
| Direct Sessions | 2,017/day | 2,005/day | 2,052/day | +2.3% | |
| Organic Search Sessions | 1,577/day | 1,528/day | 1,517/day | -0.7% | |
| Paid Search + Cross-network | 702/day | 598/day | 510/day | -14.7% | |
| Paid Other (Microsoft Ads, GA4) | ~0/day | 80/day | 149/day | +86.3% | |
| Bing / Microsoft (US) | |||||
| Bing Organic Sessions | 138/day | 114/day | 78/day | -31.6% | |
| Copilot Sessions | 0.9/day | 1.1/day | 2.9/day | +156.3% | |
| AI Referral Traffic (US) — ChatGPT + Gemini + Perplexity + Copilot + Claude | |||||
| All AI Platforms (total) | 40.4/day | 37.7/day | 37.5/day | Flat | |
| ChatGPT | 26.0/day | 26.0/day | 22.4/day | -14.0% | |
| Gemini | 8.0/day | 6.7/day | 7.8/day | +16.0% | |
| Perplexity | 4.6/day | 3.4/day | 3.2/day | -4.3% | |
| Copilot | 0.9/day | 1.1/day | 2.9/day | +156.3% | |
| Claude | 0.9/day | 0.5/day | 0.9/day | +85.7% | |
| Search Console (US) — current covers 12 of 14 days due to GSC reporting lag | |||||
| GSC Total Clicks | 1,387/day | 1,363/day | 1,373/day | +0.7% | |
| GSC Total Impressions | 134,881/day | 134,384/day | 133,035/day | -1.0% | |
| Avg. GSC Position | 8.64 | 8.66 | 8.55 | +0.11 ↑ | |
| Key Keyword Positions (US) — OKR 2 anchor terms (4-wk view shows steady creator/maker progress) | |||||
| "Floor Plan Creator" Position | ~26.0 | ~19.1 | ~16.8 | +2.3 ↑ | |
| "Floor Plan Maker" Position | ~27.5 | ~18.9 | ~17.8 | +1.1 ↑ | |
| "Floor Plan Software" Position | ~8.0 | ~9.5 | ~6.7 | +2.8 ↑ | |
| "Best Floor Plan Software" Position | ~8.6 | — | ~5.6 | First Δ measurement | |
| "Free Floor Plan Software" Position | ~5.1 | — | ~7.0 | First Δ measurement | |
| Google Ads (US) — Spend & Efficiency (NOK) | |||||
| Google Ad Spend | 15,067 NOK/day | 12,735 NOK/day | 12,429 NOK/day | -2.4% | |
| Google Ad Spend (USD equiv.) | ~$1,370/day | ~$1,158/day | ~$1,131/day | -2.4% | |
| Google Ad Clicks | 890/day | 762/day | 663/day | -13.0% | |
| Google Ad Conversions (all) | 113.0/day | 102.8/day | 99.5/day | -3.2% | |
| Google Ads (US) — Conversions by Goal (14-day totals) | |||||
| Google — Free Account (Personal) | 1,209 | 1,134 | 1,056 | -6.9% | |
| Google — Free Account (Business) | 186 | 144 | 167 | +15.6% | |
| Google — New Subscription | 138 | 112 | 125 | +11.2% | |
| Google — Premium Project | 23 | 25 | 21 | -16.0% | |
| Google — Ready Made Purchase | 9 | 8 | 8 | Flat | |
| Google — Renew Subscription | 16 | 17 | 16 | -4.8% | |
| Microsoft (Bing) Ads (US) — USD — spend doubled this period | |||||
| Bing Ad Spend | $1,951/day | $2,370/day | $5,183/day | +118.7% | |
| Bing Ad Clicks | 195/day | 269/day | 325/day | +20.7% | |
| Bing Ad Conversions | 15.2/day | 24.1/day | 29.4/day | +22.0% | |
| Bing Ad Revenue (attributed) | $2,047/day | $4,190/day | $5,822/day | +39.0% | |
| Bing CPA | $128 | $98 | $176 | +79.0% | |
| Microsoft (Bing) Ads (US) — Conversions by Goal (14-day totals) | |||||
| Bing — Free Account (Personal) | 165 | 252 | 301 | +19.4% | |
| Bing — Free Account (Business) | 23 | 37 | 46 | +24.3% | |
| Bing — New Subscription | 19 | 41 | 59 | +43.9% | |
| Bing — Premium Project | 5 | 3 | 4 | +33.3% | |
| Bing — Ready Made Purchase | 1 | 4 | 2 | -50.0% | |
| Combined Paid Media (US) — Google + Bing (USD) — OKR 1 lens | |||||
| Total Paid Media Spend | ~$3,321/day | ~$3,528/day | ~$6,314/day | +79.0% | |
| Total Paid Conversions | ~128/day | ~127/day | ~129/day | +1.6% | |
| Combined Paid CPA (USD) | ~$26 | ~$28 | ~$49 | +76.5% | |
| Google Share of US Paid Spend | 41% | 33% | 18% | -15 pts | |
| Bing Share of US Paid Spend | 59% | 67% | 82% | +15 pts | |
| Combined Paid Media (US) — Conversions by Goal (daily avg, Google + Bing) | |||||
| Free Account (Personal) — combined | 98.1/day | 99.0/day | 96.9/day | -2.1% | |
| Free Account (Business) — combined | 14.9/day | 12.9/day | 15.2/day | +17.6% | |
| New Subscription — combined | 11.2/day | 10.9/day | 13.1/day | +19.7% | |
| Premium Project — combined | 2.0/day | 2.0/day | 1.8/day | -10.7% | |
| Ready Made Purchase — combined | 0.7/day | 0.9/day | 0.7/day | -16.7% | |
| Renew Subscription — combined | 1.1/day | 1.2/day | 1.1/day | -4.6% | |
| GA4 Conversion Events (US, all sources) — OKR 3 lens (4-wk view shows the cleaner trend) | |||||
Sign-ups (GA4 sign_up) |
221/day | 226/day | 234/day | +3.3% | |
| New Subscription (GA4) | 19.4/day | 17.4/day | 23.7/day | +36.1% | |
| Purchase (GA4) | 34.9/day | 30.6/day | 39.0/day | +27.3% | |
| Order Ready Made (GA4) | 9.3/day | 6.3/day | 9.1/day | +44.3% | |
| New Premium Project (GA4) | 3.6/day | 3.4/day | 3.8/day | +12.8% | |
| Site Performance — PageSpeed Insights, avg of 2 runs (May 3, 2026); 4-wks-ago = Issue #1 measurement (Apr 14) | |||||
| Lighthouse Performance (Mobile) | 69 / 100 | 48 / 100 | 45 / 100 (43–47) | -3 pts | |
| Mobile LCP (Largest Contentful Paint) | 12.9s | 13.75s | 13.67s | Flat (still bad) | |
| Mobile FCP (First Contentful Paint) | 2.4s | 3.35s | 4.02s | +0.67s | |
| Mobile TBT (Total Blocking Time) | — | ~595ms | ~618ms | +23ms | |
| Mobile CLS (Cumulative Layout Shift) | 0.031 | 0.000 | 0.000 | Flat (good) | |
| Lighthouse Performance (Desktop) | 98 / 100 | 85 / 100 | 75 / 100 | -10 pts | |
| Desktop LCP | — | 0.75s | 1.06s | +0.31s | |
| Desktop TBT | — | ~340ms | ~554ms | +214ms | |
| Accessibility Score | 97 / 100 | 97 / 100 | 97 / 100 | Flat | |
| SEO Score (Lighthouse) | 100 / 100 | 100 / 100 | 100 / 100 | Flat | |
US users drove 63,158 sessions across all channels during this 14-day period — up slightly from 62,444 in the prior window. The mix is stable: Direct and Organic Search dominate, paid is a meaningful minority, AI is small but growing in the LLMs that matter most.
AI referral traffic from US users held flat overall at 525 sessions over 14 days — but the mix shifted meaningfully. ChatGPT pulled back -14% on a real base; Copilot/Claude moved directionally on small bases. The Microsoft ecosystem (Copilot citations + click-throughs) is the standout surface this cycle.
346957354), sessionSource dimension by sessions metric, filtered to country = United States. AI sources identified by the following sessionSource values: chatgpt.com (ChatGPT), gemini.google.com (Gemini), copilot.com (Microsoft Copilot), perplexity.ai + perplexity (Perplexity, summed), claude.ai (Claude), duck.ai (DuckDuckGo AI). Period: Apr 20 – May 3, 2026 (14 days). The Copilot citation figure (~698K cited references over 3 months) referenced later in this section comes from Bing Webmaster Tools' AI Performance dashboard (BETA), surfaced in Issue #2; this is a separate measurement from GA4 click-through sessions.
Copilot referrals to roomsketcher.com from US users went from 16 sessions (1.1/day) to 41 (2.9/day). The directional move is consistent with the Issue #2 finding that Microsoft Copilot cites the site ~7,500x/day across ~311 pages/day — so the citation base is starting to produce some click-through volume — but at single-digit daily averages a single good day or bad day moves the % dramatically. The signal worth tracking is whether the trend continues over the next two cycles, not the magnitude of the % change. The more reliable finding is the divergence between Bing organic (down -32% on a much larger base) and Copilot (up directionally) — both are powered by the same Bing index. Worth investigating in Bing Webmaster Tools whether specific pages were de-prioritized in organic but stayed authoritative in Copilot's grounding.
ChatGPT drove 313 US sessions vs 364 baseline (-14%). Still 60% of all US AI traffic, but the first material drop in three issues. ChatGPT's citation base for floor plan content has been stable across periods, so the drop is more likely query-mix or prompt-level — users may be asking questions that route to other sources. Worth a manual audit of the top 10 floor plan queries in ChatGPT to see if RoomSketcher is still being cited for the queries that historically converted.
Gemini went from 94 to 109 US sessions over 14 days (+16%) — a base big enough to call this a real signal. Claude moved from 7 to 13 sessions, which reverses the Issue #2 drop, but at single-digit weekly volumes the % swing is mostly noise — treat as directional only. Both surfaces favor structured Q&A content and editorial authority — the same content patterns that fuel ChatGPT citations. The OKR 2 "adjacent topics" expansion (broaden FPG, FloorCapture comparisons) would help all three engines simultaneously.
Perplexity went from 47 to 45 US sessions (-4.3%) — effectively flat after the -26% drop last cycle. Perplexity's citation graph is heavily Reddit-weighted (~47% of citations). Until RoomSketcher has a visible Reddit presence in r/InteriorDesign, r/HomeImprovement, r/floorplan, and the real estate subs, Perplexity will stay capped here. This is a structural constraint, not a content problem.
Three of the four OKR 2 anchor terms moved positively in US SERPs this cycle — "floor plan software" rose 2.8 positions to ~6.7, "creator" rose 2.3 to ~16.8, "maker" rose 1.1 to ~17.8. The natural-momentum window the Q2 OKR is built around is real and still open.
| Head Term | Current Impressions | Current Clicks | Current Position | Baseline Position | Δ |
|---|---|---|---|---|---|
| "floor plan software" | 569 | 15 | ~6.7 | ~9.5 | +2.8 ↑ |
| "floor plan creator" | 403 | 6 | ~16.8 | ~19.1 | +2.3 ↑ |
| "floor plan maker" | 205 | 3 | ~17.8 | ~18.9 | +1.1 ↑ |
| "best floor plan software" | 321 | 13 | ~5.6 | — | First measurement |
| "free floor plan software" | 279 | 2 | ~7.0 | — | First measurement |
| "free floor plan creator" | 569 | 3 | ~5.5 | ~3.9 | -1.6 ↓ |
The US anchor keyword went from ~9.5 to ~6.7 in 14 days — that's recovery from the slight dip flagged in Issue #2 plus another full position of lift. This is the term that drives the most qualified buyer-intent traffic, and the existing comparison page (/blog/best-floor-plan-software-tools/) is doing the work organically. With the page now firmly in the top half of page 1, a refreshed publish date and an AI-era competitor update could push it into the top 3.
RoomSketcher's position for "floor plan creator" continues to drift up organically (26.0 → 19.1 → 16.8 over the last three cycles). This period we confirmed cedreo.com/floor-plans/floor-plan-creator/ exists alongside SmartDraw's and Planner 5D's — meaning three of the four Q2-OKR-named competitors own dedicated pages on the exact term, and RoomSketcher is the only one that doesn't. (We can't confirm exactly when Cedreo's page launched — the page has no published-date metadata and isn't archived in the Wayback Machine for this URL — but it's live now and is a copyright-2026 page.) The "natural momentum" window the OKR is built around is real but the asymmetry is increasingly visible. Shipping the planned RoomSketcher page in May — even as a v1 — locks in the 16.8 position before the existing competitor pages consolidate further authority.
Specific qualified queries are already pulling US clicks despite no dedicated landing page: "free floor plan creator" (7 clicks at position 4.3), "floor plan creator app free" (3 clicks at position 7.3), "wedding floor plan creator" (3 clicks at position 9.8), "restaurant floor plan maker" (9 clicks at position 8.1), "easy floor plan maker" (5 clicks at position 6.9). The dedicated landing page should include sub-sections for these high-intent variants — each gets its own H2 and a pre-filled use-case template image.
The "free" modifier variant continued the slide flagged last issue. Highest-intent qualified term in the family. Indicates a competitor (likely SmartDraw or Planner 5D, both of whom market "Free Floor Plan Creator" prominently) is consolidating that variant. The dedicated creator page should explicitly include "free" in the H1 or hero tagline, not buried in body copy.
A snapshot of who owns which keyword terms in the US SERP — and what's changed since Issue #2. One competitor moved this cycle in a way that directly affects OKR 2.
| Competitor | "Floor Plan Creator" Page | "Floor Plan Maker" Page | AI Features | Key Differentiator |
|---|---|---|---|---|
| Cedreo | Yes — /floor-plans/floor-plan-creator/ |
Blueprint Maker page | None promoted | Professional 3D, builder/remodeler-focused |
| SmartDraw | Yes — "Free Floor Plan Creator" | No | "Works with ChatGPT & Claude" | US-based, 1,000+ templates; AI-hybrid positioning |
| Planner 5D | Yes — "Free Floor Plan Creator" | No | AI Floor Plan Converter, AI Interior Design, Smart Wizard | 7,000+ objects, mobile-first, AI-forward homepage |
| Floorplanner | No (uses "floor planner" branding) | No | Unknown | 30M+ users, browser-based |
| Homestyler | No (generic page) | No | Yes | Autodesk-backed, rendering |
| Canva | No (generic "floor plans") | No | AI tools | Massive brand, design suite |
| Matterport | N/A | N/A | Reality capture | Different approach entirely |
| RoomSketcher | No — US position now 16.8 (was 19.1) | No — US position now 17.8 (was 18.9) | AI Convert | #1 overall per multiple reviews |
cedreo.com/floor-plans/floor-plan-creator/ is live, with a sibling /floor-plans/blueprint-maker/. The page is positioned at builders and remodelers (Cedreo's existing audience), not consumers, so the immediate SERP threat is moderate — but it's a direct hit on the OKR 2 "floor plan creator" term, and Cedreo's domain authority is strong. We could not verify when the page launched (no published-date metadata, no Wayback Machine snapshots for this URL); the takeaway is the existence of the page, not its newness. Combined with SmartDraw and Planner 5D, three of the four Q2-OKR-named competitors now have dedicated pages on the exact term — the planned "Floor Plan Creator Action Plan" should ship in May.
Planner 5D's homepage still leads with "AI Interior Design Tools," "AI Floor Plan Converter," and "Room Design with AI" as the three primary feature pillars. This is the messaging template the US category is converging on. RoomSketcher's AI Convert is arguably a stronger proof point but doesn't headline the homepage in the same way — ties to OKR 3 (Strengthen Communication).
Editorial dominance continues. RoomSketcher's own comparison page for "best floor plan software" now ranks at position 5.6 in the US (first time we've measured this). Strong vehicle for OKR 3's credentialing update and for capturing the recovering "floor plan software" head term.
Before diving into gaps, what's strong this cycle. These are the underlying signals the OKR 3 "benefit-focused communication" can amplify — not problems to fix.
The 2-week headline (new_subscription +36%, purchase +27%) is partly rebound from a mid-April dip. The 4-week trajectory tells the cleaner story:
Sessions held roughly flat over the same 4 weeks (4,528 → 4,460 → 4,511/day), so this is conversion-rate improvement on stable traffic — the sign that the funnel is genuinely working better, just by a smaller margin than the headline numbers imply. Worth verifying the dip in mid-April wasn't a tracking artifact before celebrating the rebound; the 4-week view does suggest underlying improvement either way.
From the dip last cycle (8.0 → 9.5) all the way back to 6.7 — firmly in the top half of page 1 for the highest-volume buyer-intent US term. The /blog/best-floor-plan-software-tools/ page is the workhorse and is doing the lift naturally.
Direct US sessions grew +2.3% (2,005 → 2,052/day). The homepage drove 1,518 GSC clicks at 4.9% CTR (position 22.2 — meaning the homepage is appearing for many head terms beyond brand). The brand and AI Convert search variants continue to hold position 1.
Google Ads US conversion-by-goal: New Subscription +11% (112 → 125), Free Business +16% (144 → 167), Branded CPA -5% (91 NOK → 86 NOK). Search NORAM held volume; Branded improved efficiency. The Google side of the paid story is healthier than the headline -3.2% conversion number suggests.
Copilot referrals went from 16 to 41 US sessions over 14 days — a real directional move but on a base small enough that the % is noisy. Combined with the ~698K cited references discovered last issue, the Microsoft ecosystem is the fastest-growing AI surface for the brand on the citation side; the click-through side is small but trending the right way.
"Floor plan software" +2.8 positions, "floor plan creator" +2.3, "floor plan maker" +1.1 — all without any new pages or content shipped. This is the second consecutive cycle of natural drift in RoomSketcher's favor on the OKR-targeted terms. The structural conditions for the OKR are favorable.
4,511 sessions/day current vs 4,460/day baseline (+1.1%). Modest but in the right direction in a period when the prior baseline included strong post-Easter recovery. Underlying demand is healthy.
Site speed audit run May 3, 2026, averaged across two runs per strategy. Mobile held at 45 (was 48); desktop fell another 10 points (85 → 75). This cycle, Kworq completed a full Lighthouse-level diagnosis — the root cause is identified and the fixes are prioritized. Implementation is now Kworq-owned (was previously open as a diagnostic in Issue #2). Section 10 Action #1 has the P0 work scheduled this cycle.
https://www.roomsketcher.com/; LCP element + subpart breakdown taken from the same Lighthouse audit's largest-contentful-paint-element and lcp-discovery diagnostics; resource sizing and unused-bytes figures from Lighthouse's unused-javascript, unused-css-rules, and resource-summary audits.
The mobile Largest Contentful Paint element is the homepage hero image (roomsketcher-introduction-video-...webp — the mascot-with-tablet figure in the "Work Smarter" hero block). Lighthouse's LCP-discovery checklist scores it 0/3:
loading="lazy" is on the LCP element (it should be eager)fetchpriority="high"LCP subpart breakdown for that image:
| Subpart | Duration | Note |
|---|---|---|
| TTFB | 1,070 ms | Server response time |
| Resource load delay | 1,429 ms | Caused by lazy-loading the hero image |
| Resource load duration | 62 ms | Image itself downloads fast |
| Element render delay | 954 ms | Caused by render-blocking CSS/JS |
The image downloads in 62ms. The other ~3.5s is delay before/after that download — both fixable. The CSS selector for the offending element is div.wp-block-columns > div.wp-block-column > figure.wp-block-image > img.dk-bci-thumbnail — a Gutenberg image block with the dk-bci-thumbnail class (managed by a "better core iframe" plugin). The fix has to happen wherever that block is rendered (the homepage editor).
P0 — near-zero risk, ~2.5s LCP reclaim (this cycle):
loading="lazy" from the hero <img>. WP block editor → image block → Advanced → uncheck "Lazy loading" (set to eager). If the dk-bci-thumbnail class is forcing lazy via the plugin, the plugin needs to be told this image is above the fold.fetchpriority="high" to the same image. WP 6.3+ supports this via Advanced → "Fetch priority" or programmatically.srcset breakpoint. Hero is served at 768×432 but displayed at 380×214 on mobile — wasting ~26KB. The current sizes="auto, (max-width: 1280px) 100vw, 1280px" picks the wrong candidate on mobile. Correct sizes like (max-width: 600px) 400px, (max-width: 1024px) 800px, 1280px lets the browser pick a smaller srcset entry.P1 — should cut TBT ~50% and remove ~500KB JS (next cycle):
requestIdleCallback after page interactive; load only when user clicks a "Chat" button (replace the auto-launcher with a stub); load only on pages where support is most expected (pricing, app help).P2 — render-blocking cleanup (subsequent cycle):
should_load_separate_core_block_assets).wp-polyfill.min.js is 14KB blocking — only needed for old browsers, shouldn't be on the critical path.This matters specifically for the paid CPA story (OKR 1). When both mobile and desktop Lighthouse fall, paid Quality Score on both engines drops together — which raises CPC even when bid strategy is unchanged. The Bing CPA worsening (+79%) and Google Search CPA worsening (+14% on the campaign) are consistent with site-speed Quality Score pressure, not just a bidding-mix issue. Fixing the regression is partially a paid-CPA fix.
Mobile CLS 0.000, SEO 100/100, Accessibility 97/100. The page loads slowly but renders cleanly when it does. The performance issues are isolated to JavaScript loading, not structural page or HTML problems — which means the fix is targeted (find and defer one or two scripts), not a rebuild.
Items that show up in the data this cycle as concerns or untapped levers, organized so the OKR 1 paid story comes first (most pressing operational decision) and the OKR 2 / OKR 3 structural gaps follow.
Issue #2 celebrated Bing Search NORAM as the best paid story of the period: 22x scale-up with CPA improving 21%. This cycle, the campaign-level data tells a different story: spend roughly doubled across all three Bing NORAM campaigns (Branded +94%, Search +148%, Competitors +155%) but CPA worsened on each one. Branded CPA $147 → $224 (+52%), Search $58 → $113 (+95%), Competitors $113 → $277 (+145%). The campaign that worked at $9K/period is showing diminishing returns at $23K/period.
| Campaign (Bing US) | Spend Δ | Clicks Δ | Conv Δ | CPA Now | CPA Δ |
|---|---|---|---|---|---|
| B. Branded NORAM | +94% | -16% | +27% | $224 | +52% |
| B. Search NORAM | +148% | +61% | +26% | $113 | +95% |
| B. Competitors NORAM | +155% | +11% | +3.4% | $277 | +145% |
| Bing P-Max NORAM | -44% | -40% | Flat | $71 | -45% |
For account-team review (Action #2): the previous scale point produced the strongest Bing CPA we've measured; the current scale is producing the worst. The +22% conversion lift from doubling spend doesn't appear to justify the +119% spend increase, but we don't have visibility into bid strategy, dayparting, or recent creative changes. Recommend the team running the account look at the data and decide whether to hold, pull back, or reallocate.
Google Ads US campaign-level breakdown:
| Campaign (Google US) | Spend Δ | Conv Δ | CPA Now | CPA Δ |
|---|---|---|---|---|
| 0. Branded - NORAM | -3.1% | +2.8% | 86 NOK | -5.5% |
| 1. Search - NORAM | +0.3% | -12.2% | 104 NOK | +14.0% |
| 2. Competitors - NORAM | +65% | +34% | 255 NOK | +24% |
| 3. P-Max - NORAM | -15.7% | -11.8% | 159 NOK | -4.7% |
Google Search NORAM CPA worsened 14% on flat spend — clicks fell -27% but conversions only -12%, suggesting weaker click quality (or fewer clicks at any given quality threshold). This pattern is also consistent with site-speed Quality Score pressure (see Section 7). Google Competitors NORAM had its spend pushed up 65% but the marginal click is much more expensive (CPA +24%) — suggests bidding into less qualified auction inventory.
Bing Webmaster Tools' Recommendations panel (per the screenshot Jo shared) flags 3,200 errors across 2,800 pages: 36 high-severity, 1,900 moderate, 1,300 low. The largest single buckets are 801 pages with identical meta descriptions, 797 pages with identical titles, and 261 pages with too-short titles — almost certainly the template gallery (which we know has ~1,600 pages receiving impressions). Templated meta on a large gallery is a fixable issue: pattern-based titles like "{Template Name} Floor Plan — {Sq Ft} sq ft, {Bedrooms}BR | RoomSketcher" would resolve hundreds of pages at once. This ties directly to the OKR 2 "Optimize FPG" initiative. Useful signal that Bing's view of the site is being held back by a fixable structural issue.
Search Console URL Inspection: roomsketcher.com/floor-plan-creator/ — "URL is unknown to Google." roomsketcher.com/affiliate/ — same. Zero impressions for "affiliate" or "floorcapture" queries from US in this 14-day window. The three Q2 initiatives that an external search audit can detect ("Floor Plan Creator Action Plan," "Affiliate Pilot," "FloorCapture Comparisons") have not shipped yet from Google's perspective. Per Section 5, three of four Q2-OKR-named competitors already have a dedicated creator page — the cost of slippage is the asymmetric authority they're accumulating on the exact term.
Bing US organic sessions dropped from 114/day to 78/day. This is a continuation of the trend flagged last cycle (-18%), now at -32% over two cycles combined. The same Bing index powers Copilot — but Copilot click-throughs grew 2.6x. The likely interpretation: Bing's organic SERP for floor-plan terms has shifted to favor competitor pages, while Copilot's grounding logic still pulls authoritative reference content from the site. The fix is the Bing Webmaster Tools cleanup above plus targeted refresh of the top 10 Bing-traffic pages.
Perplexity held flat this cycle at 45 US sessions. Perplexity cites Reddit at 6.1x the rate of YouTube. Until there's visible RoomSketcher discussion in r/InteriorDesign (3.8M), r/RealEstate (1.5M), r/architecture (1.2M), r/HomeImprovement (5.4M), r/floorplan, the engine is structurally capped from the brand's side. This belongs in OKR 2's "expand SoMe & 3rd party platforms" initiative.
Top 20 US-traffic blog posts (e.g., /blog/floor-plan-symbols/, /blog/electrical-symbols/, /blog/ada-bathroom-requirements/, /blog/floor-plan-dimensions/) are all in the Copilot citation top-10 from last issue. A systematic AEO retrofit (FAQ schema, Q&A blocks, structured data) on the top 20 would compound the Copilot growth and likely lift Gemini and Claude further. Low-effort, high-leverage. This pairs with OKR 3's "Credentialing Update" if the byline / "About RoomSketcher" snippet is added at the same time.
No new market-size data this cycle — carrying forward the category baseline. Two industry-trend updates worth noting given the Q2 OKRs.
SmartDraw, Planner 5D, and now Cedreo all have dedicated /floor-plan-creator/-style URLs. Floorplanner, Homestyler, and Canva still don't. The category is splitting into "topic-page-optimized" and "homepage-only" players. RoomSketcher's planned page closes the gap with the topic-optimized cohort. Beyond the immediate ranking lift, having the page also makes the brand discoverable in AI tool comparisons (LLMs cite specific URLs more often than they cite brands generically) — reinforcing OKR 2's GEO/LLM goal.
SmartDraw's "Works with ChatGPT & Claude" headline was unique two cycles ago. Planner 5D now leads its homepage with three AI features. Expect Cedreo and Floorplanner to follow within the quarter. RoomSketcher's AI Convert is a stronger product proof point than anything competitors are messaging — the OKR 3 "Credentialing Update" is well-timed to lock in that positioning.
#1 in multiple US editorial reviews, strong AI feature (AI Convert), established brand presence in US AI search (ChatGPT 60%, Copilot growing 2.6x). All-source US conversion volume up double-digits this cycle. The foundation is stronger than the paid efficiency story alone implies.
Action items to run before the next biweekly call (May 18, 2026). Each is tagged with the Q2 OKR objective it serves. Ordered roughly by sequence — items 1-3 unblock the rest.
Diagnosis is complete (Section 7). The mobile LCP element is the homepage hero image, which is mis-flagged: loading="lazy" + no fetchpriority="high" + wrong sizes attribute. Three near-zero-risk fixes should reclaim ~2.5s of LCP:
loading="lazy" on the hero <img> (set eager)fetchpriority="high" on the same imagesizes attribute so mobile picks a smaller srcset entry (saves ~26KB on mobile)P1 (defer Forethought chat widget, audit GTM) and P2 (conditional block CSS, drop wp-polyfill, dequeue Gravity Forms CSS on homepage) are queued for the next two cycles. Section 7 has the full plan.
Surfacing the finding for the team running the account: Bing US spend roughly doubled this period across all three NORAM campaigns, and CPA worsened on every one (Branded $147 → $224, Search $58 → $113, Competitors $113 → $277). Section 8 has the full breakdown. The previous scale point produced the strongest Bing CPA we've measured; the current scale is producing the worst. Worth the account team's review — whether the right move is to hold scale and wait, pull back, or reallocate within Bing is theirs to decide. Happy to pull additional cuts of the data on request.
Direct OKR 2 initiative (#1 on Jo's slide). Three of four Q2-OKR-named competitors (SmartDraw, Planner 5D, Cedreo) already own dedicated pages on the exact term — RoomSketcher is the only holdout. Even a v1 page at roomsketcher.com/floor-plan-creator/ with the existing screenshots and the "free" modifier in the H1 locks in the 16.8 position before competitor pages consolidate further authority. Sub-sections for high-converting long-tail variants (free, app, restaurant, wedding, easy) are listed in Section 4.
Bing Webmaster Tools flags 801 pages with identical meta descriptions and 797 with identical titles — almost certainly the template gallery. Pattern-based templated metadata (e.g., "{Template Name} Floor Plan — {Sq Ft} sq ft, {Bedrooms} BR | RoomSketcher") resolves hundreds of pages at once via WordPress template logic. Direct contributor to the "Optimize FPG" Q2 initiative and to the Bing organic recovery (-32% this cycle).
Surfacing the divergence for the team running the accounts: Google Competitors NORAM converted +34% on +65% spend (CPA +24%). Bing Competitors NORAM only +3% conversions on +155% spend (CPA +145%). Same campaign theme, very different efficiency. We don't have visibility into the creative or landing-page configuration on either side — recommend the account team take a look at whether the two are still aligned and whether anything specific to Bing is dragging Quality Score.
OKR 3's "Key Page Audit & Update" initiative needs a defined target list before it can ship. Recommend: homepage, /pricing/, /features/roomsketcher-app/, /features/draw-floor-plans/, and the /blog/best-floor-plan-software-tools/ comparison page. The first four are top-3 GSC pages by clicks; the comparison page is the ranking workhorse for "best/floor plan software." Also confirms which pages are in scope before the credentialing update lands.
Top Copilot-cited pages (floor-plan-symbols, electrical-symbols, ada-bathroom-requirements, floor-plan-dimensions, gross-floor-area-gfa) drive most of the Microsoft-side citation volume. Adding FAQ schema and clean Q&A subheads to these five would compound the Copilot growth (+156% this cycle) and likely lift Gemini (+16%) and Claude (+86%) further. Five-page pilot first, then scale to 20 if measurable lift in next cycle.
/floor-plan-gallery/ section of the site (~1,600 template pages).