Paid Media Report

The story

The flight in three moves.

We lead with the result, then show what it cost as the flight went on.

The flight delivered and closed on schedule

63 registrations for the August 15 tryout on $620 of spend. The campaign was built to stop on event day and it did. Nothing has spent since August 15, so this page is a closeout, not a running window.

+31%

The closing stretch cost more

The first nine days produced 49 registrations at $9.20. The final three days of spend produced 14 more at $12.07. The landing page was not the cause: it converted at 5.98% of visits early and 5.96% late. What rose was the cost of getting someone onto it.

3.53

The audience ran out before the budget did

17,077 people reached, each shown an ad 3.5 times. The final three days of spend added only 2,644 people who had not already seen it. A 50-mile radius on competitive players aged 18 to 40 is a small pool, and this flight finished it.

Meta Ads

Where the registrations came from.

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

Registrations & spend per day

Registrations Daily spend

Flight total 63 registrationsSpend ends Aug 15, the day of the tryout

Campaign	Spend	Registrations	Cost / registration	CTR	CPC
NZ: 01 - LEADS - FORO SC Tryout (CBO) Only campaign that spent	$620	63	$9.84	4.0%	$0.25
Flight total	$620	63	$9.84	-	-

What the closing stretch cost, and why

Cost per registration rose 31% between the first nine days and the last six. The table separates the two things that could cause that: the cost of getting a visitor onto the landing page, and the share of those visitors who registered.

	Aug 4 - 12	Aug 13 - 18	Change
Spend	$451.02	$168.95	-
Registrations	49	14	-
Cost per registration	$9.20	$12.07	+31%
Cost per landing page visit	$0.55	$0.72	+31%
Visits that registered	5.98%	5.96%	flat
CTR	4.11%	3.80%	-8%
CPM	$9.91	$11.43	+15%

The page held; the media got more expensive. The share of landing page visits that turned into a registration was 5.98% early and 5.96% late, effectively unchanged. Cost per registration and cost per landing page visit both rose 31%, the same figure, which places the entire increase upstream of the page: a lower click-through rate against a more expensive impression as the same people saw the ads for the third and fourth time. The fix for the next flight is a bigger or fresher pool, not a new landing page.

The creative that ran

Two videos carried the entire flight. Hook rate is the share of people shown the ad who stayed past 3 seconds; hold rate is the share of those who kept watching to ThruPlay, 15 seconds or the end. Both ran the full 12 days of delivery.

#1$9.53 / reg

07/30 - Video - Develop & Be Seen

56Registrations

$9.53Cost / reg

4.03%CTR

$534Spend

18% hook39% hold86% of spend

Watch the ad ▸

#2$12.33 / reg

07/30 - Video - Train Like a Pro

7Registrations

$12.33Cost / reg

4.08%CTR

$86Spend

21% hook36% hold14% of spend

Watch the ad ▸

→

The 8-to-1 split is budget, not a verdict. Budget optimization moved spend onto "Develop & Be Seen" on day two and it finished with 86% of the flight. Per dollar the gap is 1.3x, not 8x: $9.53 against $12.33. "Train Like a Pro" also has the better hook rate of the two, 21% against 18%. It never got a fair test, and it is worth one at an even split in a future flight.

Who registered

Registrations by age & gender

Where the registrations concentrate.

MenWomenNo gender on file

Registrations by placement

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

Instagram is the channel. 58 of the 63 registrations came from Instagram, with Stories the cheapest at $7.62 and feed at $9.02. Facebook Reels took $39.18 for a single registration. On demographics, 62 of the 63 registrations carry a gender and every one of those is a man; one 18-24 registration has an age but no gender on file. The individual cells are small, so read this as where demand concentrates, not a targeting verdict.

What's next

Where we take it from here.

The tryout flight is finished. The next one is already built and waiting on a start date.

Primary move

Launch the September flight, split into two ad sets.

Nine new videos are built and paused in the account, scheduled Aug 31 to Sep 19 at $53.57 a day, and they point at two different pages: six at the FPA program page and three at the Foro evaluation page. We have confirmed the Meta pixel and its Lead event fire correctly on both, so the flight is ready to measure. The one change we recommend before it starts is splitting it into two ad sets, one per page.

What we do: Split the nine ads into an FPA ad set and a Foro ad set, then launch.
Evidence: Nine creatives in one ad set at $53.57 a day is roughly $6 each. Last flight put 86% of spend on one of two videos by day two; with nine, most will never get enough delivery to read.
Risk: Two ad sets learn more slowly than one. That is the cost of being able to tell the two offers apart, and it is worth paying once.
We need: A start date, and confirmation that both landing pages are final.

Operating plan

The next flight.

Widen the radius or accept the ceiling. 50 miles around Plano on ages 18 to 40 was exhausted at 17,077 people. The same radius in September will hit the same wall, and faster, because many of those people have already seen us.
Keep the budget on Instagram. 58 of 63 registrations came from there. Facebook Reels cost $39.18 for one.
Give the creative an even start. Let each video hold its own delivery for the first few days before budget concentrates, so the next flight ends with more than one proven asset.
Send us the August 15 check-in list. 63 people registered against 120 places across the three sessions. How many actually turned up is the number that prices this flight properly, and we cannot see it from Meta.

63 registrations at $9.84 each.