Primary metric: Website Schedules (call-confirmed pixel). Excludes mk | lifestyle | creative (different funnel).
| Campaign | Spend | % Budget | Schedules | % Scheds | Cost/Sched | Leads | CPL | Lead→Sched | Rating |
|---|---|---|---|---|---|---|---|---|---|
| mk | schedule | creative | $25,849 | 40.9% | 93 | 41.5% | $277.95 | 801 | $32.27 | 11.6% | Best CPS |
| mk | schedule | optimal | fin | $22,202 | 35.2% | 79 | 35.3% | $281.04 | 4,618 | $4.81 | 1.7% | Workhorse |
| mk | schedule | aux | $8,313 | 13.2% | 36 | 16.1% | $230.92 | 1,392 | $5.97 | 2.6% | Cheapest |
| mk | schedule | creative | dudes | $6,776 | 10.7% | 16 | 7.1% | $423.49 | 2,035 | $3.33 | 0.8% | Expensive |
| Ad Set | Campaign | Spend | Scheds | Cost/Sched | Leads | CPL | Lead→Sched |
|---|---|---|---|---|---|---|---|
| high ticket | iii | 2% | creative | $4,432 | 24 | $184.65 | — | — | — |
| high ticket | iii | 3% | creative | $6,923 | 21 | $329.69 | — | — | — |
| control | -sched [controls] - Copy | optimal | fin | $19,774 | 66 | $299.61 | — | — | — |
| control | -sched [branded] - Copy | optimal | fin | $2,428 | 13 | $186.74 | — | — | — |
| control | -sched | aux | $8,312 | 36 | $230.89 | — | — | — |
| high ticket | ii | 5% | creative | $3,391 | 11 | $308.26 | — | — | — |
| high ticket | i | 3% | creative | $1,296 | 8 | $162.04 | — | — | — |
| high ticket | iii | 1% | creative | $1,904 | 7 | $272.06 | — | — | — |
| high ticket | i | 1% | creative | $1,070 | 6 | $178.38 | — | — | — |
| high ticket | i | 5% | creative | $1,387 | 6 | $231.10 | — | — | — |
| high ticket | iii | 3% | dudes | $1,284 | 4 | $320.90 | — | — | — |
| high ticket | ii | 1% | creative | $1,327 | 3 | $442.28 | — | — | — |
| high ticket | ii | 3% | creative | $2,091 | 4 | $522.79 | — | — | — |
| high ticket | iii | 2% | dudes | $780 | 3 | $260.09 | — | — | — |
| high ticket | iii | 1% | dudes | $852 | 3 | $284.05 | — | — | — |
| sign | [wide] | creative | $1,419 | 3 | $472.86 | — | — | — |
Showing ad sets with ≥3 schedules. Ad sets with 0-2 schedules omitted for clarity.
| # | Ad Name | Ad Set | Campaign | Spend | Scheds | Cost/Sched |
|---|---|---|---|---|---|---|
| 1 | high income | lakeside ii - Copy | control | -sched | aux | $4,683 | 28 | $167.26 |
| 2 | high income | lakeside ii - Copy 2 | high ticket | iii | 2% | creative | $3,699 | 23 | $160.80 |
| 3 | high income | lakeside ii - Copy 2 | high ticket | iii | 3% | creative | $4,759 | 16 | $297.41 |
| 4 | high income | lakeside ii - Copy 2 | high ticket | ii | 5% | creative | $3,133 | 11 | $284.81 |
| 5 | high income | lakeside ii - Copy 2 | high ticket | iii | 1% | creative | $1,823 | 7 | $260.44 |
| 6 | high income | client ii - Copy 2 | high ticket | i | 3% | creative | $136 | 6 | $22.59 |
| 7 | high income | lakeside ii - Copy 2 | high ticket | i | 1% | creative | $960 | 6 | $159.96 |
| 8 | high income | lakeside ii - Copy 2 | high ticket | i | 5% | creative | $1,120 | 5 | $224.04 |
| 9 | high income | lakeside ii - Copy | control | -sched | aux | $2,066 | 5 | $413.15 |
| 10 | high income | lakeside ii - Copy 2 | high ticket | ii | 3% | creative | $1,625 | 4 | $406.14 |
Top 10 ads by schedule count. "lakeside ii" creative dominates — it's the same ad running across multiple ad sets and campaigns.
| Week | Spend | Schedules | Cost/Sched | Leads | Lead→Sched |
|---|---|---|---|---|---|
| Mar 1–7 | $15,933 | 56 | $284.52 | 902 | 6.2% |
| Mar 8–14 | $17,156 | 61 | $281.24 | 1,783 | 3.4% |
| Mar 15–21 | $16,707 | 58 | $288.05 | 2,858 | 2.0% |
| Mar 22–26 (partial) | $13,345 | 49 | $272.36 | 3,305 | 1.5% |
🔥 11.6% lead-to-schedule rate is 4.6x the account average. Higher CPL ($32) but leads convert at a much higher rate — the quality is there.
📊 Generates the most leads at $4.81 CPL but only 1.7% convert to schedules. Massive top-of-funnel volume, weak bottom-of-funnel.
Best cost/schedule at $230.92 but appears paused in week 4 ($0 spend). Was delivering consistently before that.
⚠️ Cheapest CPL ($3.33) and highest CTR (10%) but worst lead-to-schedule rate (0.8%). Lots of tire-kickers. $423/schedule is unsustainable. Only launched week 3 — may need more time to optimize, but the funnel quality signal is concerning.
The same creative ("lakeside ii") runs across nearly every ad set. Aggregating by creative name:
Dominant creative. Performs best in 2% lookalike ($160.80/sched) and aux control ($167.26/sched).
Low volume but incredible efficiency. Only $136 spent for 6 schedules in one ad set. Worth scaling.
Inconsistent. Some ad sets hit, others miss. Not enough data to be conclusive.
11.6% lead-to-schedule rate is 4.6x the account average. Yes, CPL is $32 vs $5 elsewhere — but you're paying for quality. Each lead is 6.8x more likely to schedule. The math works: $277.95/schedule vs $281–$423 for the "cheap lead" campaigns.
Lead-to-schedule rate is declining weekly: 6.2% → 3.4% → 2.0% → 1.5%. Leads are growing (902 → 3,305) but schedules are flat (~55–61/week). The funnel is getting leakier — more top-of-funnel volume isn't translating to more calls.
Best CTR (10%) and cheapest CPL ($3.33) but worst schedule rate (0.8%). Only launched week 3 with $1,958, then scaled to $4,818 in week 4 (getting 11 of its 16 schedules). Trending in the right direction but $423/schedule is still the most expensive. Give it one more week at current spend before deciding.
6 schedules from only $136 spend = $22.59/schedule. That's 12x cheaper than the account average. Low volume so far — only running in one ad set (high ticket | i | 3%). Worth testing across more ad sets to see if it scales.
| Priority | Action | Expected Impact |
|---|---|---|
| P0 | Investigate the declining lead→schedule rate (6.2% → 1.5%). Check landing page, form flow, and nurture sequence for changes since March 1. | Restoring to 4% would add ~40 schedules/month at current lead volume |
| P1 | Test "client ii" creative in 3–4 additional ad sets (high ticket iii 2%, iii 3%, aux control). Currently only in one ad set. | If $22.59/sched holds at scale, could 3–5x schedule volume from that creative |
| P1 | Reactivate aux campaign — it was the cheapest at $230.92/schedule and went to $0 spend in week 4. | Was delivering 11–13 schedules/week at best CPS. Lost ~10+ schedules this week. |
| P2 | Within creative campaign: shift budget toward 2% lookalike ($184.65/sched) and away from ii | 3% ($522.79/sched) and sign [wide] ($472.86/sched). | Could save $2–3K/month at same schedule volume |
| P2 | Within optimal | fin: branded ad set ($186.74/sched) outperforms controls ($299.61/sched) by 38%. Test increasing branded budget share. | Could lower blended CPS by $30–50 if branded scales |
Primary metric: Website Schedules (call-confirmed pixel event). Excludes "mk | lifestyle | creative" campaign (separate purchase funnel). Lead-to-schedule conversion rates may differ from Ads Manager due to attribution window differences.