Campaign Performance Report

Campaign Performance Summary

An analysis of recent performance and a strategic plan for growth.

Total Amount Spent

R30,000

Total Leads Generated

258

Overall Average Cost per Lead

R116.28

Key Insight: The campaign is successfully generating leads, but there is a significant opportunity to lower the cost per lead by reallocating the budget to winning strategies and pausing underperforming assets.

Performance Breakdown

🏆 Top Performing Audiences

Comparing Cost per Lead (CPL) by audience.

Insight: Targeting people already familiar with your brand (Retargeting) or who look like them (Lookalikes) is highly effective and delivers leads at a much lower cost.

🏆 Top Performing Ad Creatives

Comparing Cost per Lead (CPL) by ad creative.

Insight: Video testimonials build trust with new audiences, while direct calls-to-action work best for warm, retargeting audiences.

Underperforming Areas

🔻 Wasted Spend: Traffic Campaign

R5,000

Spent for 0 Leads

Optimizing for link clicks is not an effective strategy for lead generation in this account.

🔻 Inefficient Ad Creatives

These ads drove up the average cost per lead significantly.

Action Plan: Campaign Restructure

A funnel-based approach to maximize budget and lower lead costs.

⏸️ Step 1: Pause What Isn’t Working

Turn off the “Traffic – South Africa” campaign immediately to save R5,000.

Turn off Ad 1 (Image of Tank Installation) and Ad 3 (Carousel of Tank Types).

▶️ Step 2: Restructure into a Funnel-Based Approach

Campaign 1: Prospecting (Top of Funnel)

Reach new, qualified people.

Goal:

Generate leads from new audiences.

Budget:

~70-80% of total budget (e.g., R21,000)

Audiences (Ad Sets):

[SCALE] Lookalike 1% – Web Visitors
[TEST] New Lookalikes (from customer lists)
[REFINE] Interest Targeting (specific industries)

Creatives:

[WINNER] Ad 2 – Video Testimonial
[TEST] New creatives to compete with the winner.

Campaign 2: Retargeting (Bottom of Funnel)

Convert people who know your brand.