Paid Media Report

The story

The flight in three moves.

We lead with the result, then show how the campaigns and creative produced it.

6.0%

The landing page is doing its job

1,112 link clicks became 820 landing page views, and 820 landing page views became 49 registrations. Six of every hundred people who reached tryouts.forosc.com registered for a session.

One video carries 92%

"Develop & Be Seen" produced 45 of the 49 registrations at $8.73 each, on 87% of the spend. "Train Like a Pro" produced 4 at $14.48, and the campaign moved budget off it after two days.

The audience is wearing out

The first five days delivered 35 registrations at $7.00. The last four delivered 14 at $14.71. Click-through fell from 5.5% to 2.5% over the same stretch, with the ad now seen 3.15 times by each of the 14,433 people reached.

Meta Ads

Where the leads came from.

Daily volume and cost, then the creative behind it. Registrations are counted on the day the pixel recorded them.

Leads & spend per day

Leads Daily spend

Window total 49 leadsShaded band = latest 7 days

Campaign	Spend	Leads	Cost / lead	CTR	CPC
NZ: 01 - LEADS - FORO SC Tryout (CBO) Best CPL	$451	49	$9.20	4.1%	$0.24
Blended lead total	$451	49	$9.20	-	-

What separated the two videos

The two videos never got an equal test. Budget optimization moved spend onto "Develop & Be Seen" on day two, and it finished the flight with 87% of the spend. That is where most of the 45-to-4 gap comes from. Per dollar the difference is smaller, and more useful: $8.73 against $14.48.

August 4-5, while both were funded	Spend	Link clicks	Registrations	Cost / registration
Develop & Be Seen	$63.65	197	11	$5.79
Train Like a Pro	$45.11	72	4	$11.28

Full flight, where the gap comes from	Develop & Be Seen	Train Like a Pro
Link clicks per 1,000 impressions	25.2	18.7
Registrations per 100 landing page views	6.1	4.9
Plays that reach a quarter of the video	8.5%	21.7%
Plays that reach the end	2.1%	8.3%

Watch time is not what won. "Train Like a Pro" is the video people actually stay with: more than twice the share of plays reach the quarter mark and nearly four times the share reach the end. "Develop & Be Seen" is watched less and acted on more. For the next set of creative that points at protecting the reason to click rather than the length of the watch. Treat it as a direction to test, not a settled rule: "Train Like a Pro" produced 4 registrations off 99 link clicks, too small a base to decide rates on.

Who the leads come from

Leads by age & gender

Where the registrations concentrate.

MenWomen

Leads by placement

Bar length is registrations; the label shows cost per registration.

Who the leads are coming from. All 49 registrations carry an age bracket, and 48 of them carry a gender. Every one of those 48 is a man; one record has an age but no gender on file. The individual cells are small, so read this as where demand concentrates, not a targeting verdict.

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Placement is sorting the spend. Instagram feed delivered the cheapest lead at $8 (17 on $133).

What's next

Where we take it from here.

Each move ties back to what this window proved.

Primary move

The Open Cup angle, on the audience we just built.

The tryout campaign stops on the 15th, but the audience does not. The same men 18 to 34 in this market are who Open Cup and FPA Pro are for, and this flight leaves behind a warm pool: everyone who watched, clicked, or reached the landing page. That pool is worth more than the cold audience it came out of, and it loses value the longer it sits.

What we do: Turn the campaign over to the Open Cup and FPA Pro message and add a retargeting audience built from this flight.
Evidence: 14,433 people reached, 1,112 link clicks and 820 landing page views in nine days.
Risk: New creative and an updated landing page both restart the learning phase, so the first days will read worse than these. The roster freezes on the 25th, which leaves ten days.
We need: The updated landing page, and the static set approved so it can run while video is in production.

Operating plan

The next moves.

Keep the budget on Instagram. Instagram produced 45 of the 49 registrations, with feed at $7.81 and Reels at $8.92. Facebook Reels cost $30.33 for one.
What runs after the event. The campaign stops on the 15th and turns into the Open Cup and FPA Pro push for the same audience. Static ads go up first so nothing waits on video production, and the Open Cup roster freezes on the 25th.

49 registrations at $9.20 each.