Key Win: Conversions up 24% while spend dropped 4%. CPA improved from $15.04 to $11.64 — best efficiency week in recent tracking. Conversion rate per click jumped from 19.4% to 24.1%.
Google Ads Campaign Breakdown
Campaign
Spend
Clicks
Conv
CPA
CTR
AIA | PMax #2
$520.07
181
41
$12.68
5.5%
Phone Promo | PMax
$252.08
119
35
$7.20
5.6%
Phone Promo | Search #2
$280.53
105
32
$8.77
14.6%
Phone Promo | Search | LEAD FORM
$140.53
29
0
—
6.3%
AIA | Search | LEAD FORM
$64.33
15
0
—
3.1%
Total
$1,258
449
108
$11.64
6.3%
Talk Track:
Phone Promo PMax is the MVP — $7.20 CPA, conversions doubled from 16 to 35 WoW
Phone Promo Search #2 crushing at $8.77 CPA with 14.6% CTR
AIA PMax #2 is the volume leader (41 conv) but CPA slightly higher at $12.68
Flag: Both LEAD FORM campaigns are zero conversions for the 2nd consecutive week. Combined $205 burned this week + $208 last week = $413 total waste. Recommend pausing or restructuring. Reallocate budget to Phone PMax ($7.20 CPA).
Google Ads Changes Made This Week
May 19: Removed IP block exclusions from AIA Search LEAD FORM — cleaned up old exclusions (96.242.233.179, 47.146.139.166, 147.81.171.95, and several IPv6 addresses)
May 15: Budget adjustment on Phone Promo Search #2 — campaign ramped spending and performance followed
Meta Ads — V1 Overall Performance
Spend
$8,614
↓ 8% vs $9,386 prior
Leads
304
↓ 1% vs 307 prior
CPL
$28.34
↓ 7% from $30.57
Clicks
3,580
V1 account total
Campaign
Spend
Leads
CPL
Clicks
CTR
AIA Full AI Test
$3,707
126
$29.42
1,149
1.98%
Internet Air Business — Dynamic
$3,169
125
$25.36
1,753
1.97%
Michael Test — Dynamic
$1,127
42
$26.84
384
1.37%
Retargeting AIA
$433
10
$43.26
124
1.23%
AIA: Traffic
$178
1
$178.29
170
1.49%
Total V1
$8,614
304
$28.34
3,580
—
Talk Track:
Dynamic campaign is the star — lowest CPL at $25.36 with 125 leads
AIA Full AI Test is the volume king (126 leads) but CPL slightly higher at $29.42
Michael Test holding solid at $26.84 CPL (42 leads)
Retargeting at $43.26 CPL — slightly elevated but expected for retargeting audiences
Flag: AIA Traffic campaign: $178 spend, only 1 lead ($178.29 CPL). This campaign is generating clicks (170) but not converting. Consider adjusting targeting or pausing.
Meta Ads — V2 Overall Performance
Spend
$3,212
↑ 5% vs $3,046 prior
Leads
102
Flat WoW
CPL
$31.49
↑ 5% from $29.86
Clicks
1,660
V2 account total
Campaign
Spend
Leads
CPL
Clicks
CTR
Cell Phone Promo
$1,708
60
$28.47
819
3.02%
Internet Air Business V2
$982
37
$26.54
535
2.34%
Internet Air: Retargeted
$113
5
$22.51
45
1.75%
Internet Air: Traffic V2
$274
0
—
159
2.38%
Phone Promo — Traffic V2
$135
0
—
102
2.34%
Total V2
$3,212
102
$31.49
1,660
—
Talk Track:
Cell Phone Promo is V2's volume leader (60 leads) with highest CTR in either account at 3.02%
Internet Air Retargeted has best CPL in V2 at $22.51 — small budget but very efficient. Worth scaling?
Internet Air Business V2 solid at $26.54 CPL (37 leads)
Flag: Both traffic campaigns ($274 + $135 = $409) produced 0 leads. Are these purely for awareness/pixel retargeting, or should they be converted to lead campaigns?
Combined All-Platform Summary
Platform
Spend
Leads/Conv
CPL/CPA
% of Total Leads
Google Ads
$1,258
108
$11.64
21%
Meta V1
$8,614
304
$28.34
59%
Meta V2
$3,212
102
$31.49
20%
All Platforms
$13,084
514
$25.45
100%
Talk Track:
514 total leads this week at $25.45 blended CPL
Google is cheapest per conversion ($11.64) but lowest volume (21%)
Meta V1 drives the bulk — 59% of all leads
Combined Meta = 90% of total budget ($11,826 of $13,084)
WoW Week-over-Week Comparison
Google Conv
108
Prior: 87
↑ 24%
Google CPA
$11.64
Prior: $15.04
↓ 23% better
Meta V1 CPL
$28.34
Prior: $30.57
↓ 7% better
Meta V2 CPL
$31.49
Prior: $29.86
↑ 5% worse
Total Spend
$13,084
Prior: $13,740
↓ 5% less
Total Leads
514
Prior: ~496
↑ 4%
Bottom Line: More leads on less spend. Google efficiency improved dramatically (+24% conv, -23% CPA). Meta V1 CPL improved 7%. Only V2 CPL ticked up slightly (+5%). Overall trend is positive — efficiency heading in the right direction.
Social Social Media Activity
Facebook Posts
8
Daily cadence
Instagram Posts
2
May 14 & 15 only
Organic Engagement
~0
All action via paid
Talk Track:
Facebook posting cadence is strong — 1 post/day, 8 this week
All posts promote AT&T Business phone switching ($600 bill credits offer)
Instagram only got 2 posts this week vs 8 on Facebook — should we match frequency?
Organic engagement is essentially zero — all audience action driven through paid campaigns
New "Buy AT&T Now!" direct checkout content was created (matches completed Notion task)
Completed Work Completed This Week
Ad Creative & Content
Completely rebranded and redesigned AIA ads
Completely rebranded and redesigned phone ads (5 variations)
Completely rebranded and redesigned ground fiber ads (12 variations)
Created new general ad content (images)
Created new phone content
Created new AIA content
Redid fiber optic ad content
Created content promoting "Buy AT&T Now!" directly at checkout
Website
Added Fiber Sales domain to the new website
CRM & Outreach
Increased Yolanda's CRM allocation to 70% + overall CRM allocation to 15%
Sent SMS message to contacts who failed
Sent MMS message to 500 contacts who failed
Reporting
Created meeting deck (x2)
In Progress In Progress & Upcoming
Create Direct Checkout campaign — new campaign type
Create General Ad Campaign
Create new ad content: AI Videos
Add James and Mike to "about us" on new website (needs QA)
Start next SMS message once current one finishes (held up)
Look into using Direct Checkout Link
Start building Zoho dashboards (waiting on access)
Provide list of sold/called phone numbers (QA done)
CRM GHL / CRM Status
GHL Token Expired: Could not pull conversation data, contact counts, or marketing campaign stats. The OAuth token needs to be re-authorized to restore CRM reporting.
What we know from Notion:
Yolanda's lead allocation increased to 70%
Overall CRM allocation set to 15% of total leads
SMS and MMS outreach completed to failed contacts (500 MMS sent)
Next SMS campaign on hold until current one finishes
Discuss Key Discussion Items
1
Google LEAD FORM Campaigns — Kill or Fix?
Both have burned $413 over 2 weeks with zero conversions. Recommend pausing and reallocating to Phone PMax ($7.20 CPA) or Phone Search #2 ($8.77 CPA).
2
Direct Checkout Campaign Strategy
New task in Notion. Content already created for "Buy AT&T Now!" direct checkout. Discuss strategy for linking directly to AT&T checkout vs. lead form flow. Which campaigns should get this treatment first?
3
Creative Refresh Impact
Massive redesign completed: AIA ads, phone ads (5 variations), ground fiber ads (12 variations), general content. When do new creatives go live? Need to track performance lift vs. old creatives after launch.
4
AI Video Content
New task assigned. Discuss format (Reels? YouTube? In-feed?), platforms (Meta only? Google too?), and timeline for delivery.
5
Meta Traffic Campaigns — $409 Spent, 0 Leads
Internet Air Traffic V2 ($274) + Phone Promo Traffic V2 ($135) = $409 with zero leads. Are these purely for awareness/retargeting pixel feeding, or should they be converted to lead-optimized campaigns?
6
Instagram Posting Cadence
Only 2 Instagram posts vs. 8 Facebook posts. Should we increase IG frequency to match, or is IG a lower priority for this audience?
7
Zoho Dashboard Access
Task is blocked — waiting on access confirmation. Who needs to grant access?
8
GHL Re-Authorization
OAuth token expired. Can't pull CRM data (conversations, contacts, campaign stats). Need someone to re-authorize so we can include CRM metrics in next week's deck.
9
Scale Internet Air Retargeting?
Best CPL in V2 at $22.51 on only $113 spend. Small budget but highest efficiency. Worth increasing budget to test if CPL holds at higher volume?