MSD (My Shower Door)
Meta Campaign Performance Analysis: May 2025
May 2025 saw successful optimization of Meta lead generation campaigns, achieving a strong overall Cost Per Lead. The focus now shifts to analyzing lead quality and Return on Ad Spend (ROAS) for continued growth.
Total Meta Spend
$17,836
Across all campaigns
Meta Leads Generated
193
Website Leads Objective
Average Cost Per Lead
$84.01
Monthly Average
Landing Page Views
3,433
From Traffic/Hiring Ads
Lead Generation Campaign Deep Dive
Lead generation campaigns were the primary focus, with continuous optimization driving an efficient overall CPL. However, performance varied by region, highlighting areas for further refinement.
Top Performing Lead Campaigns (by CPL)
Campaigns for Fort Myers/Cape Coral and Boca demonstrated high efficiency, achieving Cost Per Lead significantly below the monthly average.
Higher Cost Lead Campaigns (Optimization Focus)
St. Pete and Naples campaigns, despite improvements, ended with higher CPLs, requiring focused optimization efforts in June.
Lead Volume by Campaign
Boca, Orlando, and Tampa campaigns generated the highest number of leads. This volume needs to be cross-referenced with sales team feedback on lead quality.
Traffic Campaign Performance
Traffic campaigns aimed to drive landing page views efficiently, with most achieving low costs per view and healthy click-through rates.
Traffic Campaign Efficiency (Cost Per View)
Most traffic campaigns were efficient, with Naples, Fort Myers/Cape, and Boca achieving costs below $0.40 per landing page view. Orlando Traffic presents an optimization opportunity.
Traffic Campaign Engagement (CTR)
Click-Through Rates were generally strong, indicating good ad relevance. Boca and Fort Myers/Cape Coral campaigns led with CTRs over 4.8%.
Hiring Campaign Highlights
"NOW HIRING" campaigns achieved significant visibility at a very low cost, effectively broadcasting employment opportunities.
Impressive Reach
400,000+
Combined Impressions (Main Ads)
Ultra-Low CPM
~$1.80
Average Cost Per Mille
While CTRs were expectedly low for broad hiring audiences (0.36%), the cost per landing page view remained reasonable at $0.55, supporting the objective of generating interest and applications.
Key Meta Recommendations for June
To build on May's success, June's focus will be on refining underperformers, strategically scaling winners, and critically, measuring the true business impact of leads.
Observation: High-CPL Campaigns
St. Pete and Naples lead campaigns have CPLs >$120.
Action for June:
Refine and optimize these campaigns to reduce CPL to <$100 through audience, creative, and bidding strategy adjustments.
Observation: Successful Lead Campaigns
Fort Myers, Boca, Charlotte, Sarasota, Orlando, Tampa show consistently low CPLs.
Action for June:
Consider a gradual 10-20% budget increase, contingent on positive feedback on lead quality from the sales team.
Critical Need: Measuring True Value
Current optimization is platform-level; actual sales impact is unknown.
Action for June (CRITICAL & ONGOING):
Implement a robust system to track lead quality (MQL, SQL, Sales) and calculate Return on Ad Spend (ROAS). This requires close collaboration with MSD's sales team.
