Total spend
$1,817
30-day period
Meta leads
74
via lead forms
Blended CPL
$20.20
across all campaigns
Best CPL
$18.99
↓ Retargeting
GA4 sessions
682
website visitors
Organic conv.
12.5%
Google organic
Campaign performance
Spend by campaign
30-day total: $1,816.65
Winners carries 75% of spend — appropriate at $20.33 CPL. The real opportunity: Retargeting converts cheaper ($18.99) but gets only 7% of budget.
Leads by campaign
CPL shown in tooltip on hover
Testers | Leads — zero leads from $54. Kill this campaign. Creative testing belongs in the LPV Testers campaign, not a conversion-objective campaign with insufficient budget.
Creative format analysis — LPV Testers
Cost per landing page view by creative format
Sorted best → worst. Lower is better. The gap between #1 and #8 is 6.5×.
Marker on Arm ($0.089/LPV) vs Talking Head ($0.578/LPV) — this isn't a marginal difference. It's a completely different category of performance. Formats 1 and 2 should move into Winners immediately.
Test video-view objective
Website performance — GA4
Important context: Meta lead forms capture leads directly on Facebook/Instagram — users never visit the site. GA4 shows zero website conversions for paid social sessions because those leads are submitted off-site. The 74 Meta leads and 46 GA4 on-site conversions are two separate funnels. This is expected, not a tracking issue.
Sessions by traffic source
Total: 682 sessions
Average time on page by landing page
Seconds — green = training pages, blue = homepage
/meta-ads-training holds visitors for 8m 51s. The primary paid LP (/lp/meta-ads) holds them for just 1m 29s.
Landing page on-site conversion rate (GA4)
Sorted highest → lowest. Note: /lp/meta-ads shows 0% because Meta lead form conversions are captured off-site, not on the website.
The headline finding: /meta-ads-training converts at 50% on-site and holds visitors for 8m 51s. Paid traffic currently goes to /lp/meta-ads — 1m 29s time on page. Test sending a portion of paid traffic to the training page.
Organic search — Google Search Console
Top queries by clicks (last 30 days)
⚡ Highlighted rows = quick-win opportunities
| Query |
Clicks |
Impressions |
CTR |
Position |
| hedgehog marketing |
24 | 55 |
|
7.9 |
| hedgehog agency |
5 | 7 |
|
2.0 |
| ⚡ google ads consultant australia |
1 | 198 |
|
3.5 |
| ⚡ meta ads consultant |
2 | 56 |
|
11.4 |
| ⚡ meta ads course |
2 | 48 |
|
22.2 |
| google ads training |
1 | 230 |
|
11.6 |
| content pillar template |
1 | 88 |
|
10.7 |
| digital marketing darwin |
1 | 317 |
|
4.0 |
| digital marketing hobart |
1 | 304 |
|
25.2 |
| fb ads training |
1 | 51 |
|
10.1 |
| google ads expert |
1 | 710 |
|
31.1 |
Almost all organic clicks are branded — organic search is effectively a brand recall channel right now. The commercial opportunities are in the quick-win rows: position 3.5 for "google ads consultant australia" with 198 impressions and only 0.5% CTR is the most obvious fix (the ranking is there, the meta description isn't earning the click). "meta ads course" at position 22.2 is the highest-value longer-term play given the /meta-ads-training page's 50% on-site conversion rate.
Recommendations
Do this week
Graduate Marker on Arm + Car Window to Winners
Both are the top performers in LPV Testers. Marker on Arm at $0.089/LPV is 6.5× cheaper than the worst format. Add them as new ads to the main cold adset in Winners immediately.
Do this week
Kill the Testers | Leads campaign
Zero leads from $54 spend. This campaign is redundant — creative testing belongs in Testers | LPV. Pausing it frees budget and removes noise from your conversion data.
Do this week
Double the retargeting budget
Retargeting delivers your cheapest lead at $18.99 CPL and is only getting 7% of total spend. Increase from ~$4.50/day to ~$9/day. Also exclude Audience Network from retargeting adsets — it's delivering zero-quality clicks.
Decide Wednesday
Test paid traffic to /meta-ads-training
This page holds visitors for 8m 51s and converts at 50% on-site. Your primary paid LP (/lp/meta-ads) averages 1m 29s. The engagement gap is too large to ignore — test routing some paid traffic to the training page.
Decide Wednesday
Regional test: update the destination URL
The "No Capital City Required" ad has 3.57% CTR on Facebook but zero conversions. GA4 confirms the current LP (/lp/meta-ads) isn't holding regional traffic. Try /meta-ads-training or build a regional-specific LP variant before investing more in this angle.
SEO quick win
Fix the meta description for the Google Ads page
"google ads consultant australia" sits at position 3.5 with 198 impressions but only 0.5% CTR. The ranking is already there — people just aren't clicking. The meta title and description need to earn that click.
SEO quick win
Prioritise /meta-ads-training for search rankings
"meta ads course" is at position 22.2 (page 3). Getting this page to page 1 is potentially the highest-value SEO play in the account — it converts at 50% on-site. Push content, build backlinks, optimise on-page.
Explore
Video UGC POV: test a video-view objective
At $0.035/video view, Video UGC POV is building warm audiences cheaply. Create a custom audience of 50%+ video viewers and layer this into retargeting. It won't show up in LPV costs but builds the top of your retargeting funnel.