Paid Media Report · Hartley Law

2,106

Responses

up 5,592% vs prior 30 days

$2.32

Cost per response

down 98% vs prior 30 days

$4,891

Meta spend

down 1% vs prior 30 days

$0.92

Best campaign

Lowest cost per response

Response* = someone who filled in a form or tapped the call button after clicking an ad. *Meta counts these actions in a single group, so this figure is them combined. We are separating them for the next report. Cost per response covers the lead campaigns; awareness spend is shown separately and excluded.

The story

The window in three moves.

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

$0.92

AC 01 - Website Leads - August… is the engine

Lowest cost per response at $0.92. Same creative, best economics, so budget stays weighted here.

2,013

One creative carries

"09/09 - Video - Whos At Fault" drove 2,013 responses at about $0.92 each. The message that is landing.

Diversified sources

2 lead campaigns contributed, so results do not rely on a single audience.

Meta Ads

Where the responses came from.

Daily volume and cost, then the campaign and creative behind it. Awareness spend is tracked separately and excluded from cost per response.

Responses & spend per day

Responses Daily spend

Window total 2,106 responsesShaded band = the current period, the bars before it are the previous one

Campaign	Spend	Responses	Cost / response	Conv. rate	CTR	CPC
AC 02 - Instant Form Leads - Car & Truck…	$2,994	34	$88	2.1%	4.8%	$1.69
AC 01 - Website Leads - August Creatives Best	$1,896	2,072	$0.92	21.1%	12.6%	$0.19
Blended response total	$4,891	2,106	$2.32	18.4%	-	-

Top-performing creative

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. 12 creatives carried spend this period and none of them were new.

#1$0.92 / response

Who the responses come from

Responses by age & gender

Where the responses concentrate. Response campaigns only.

MenWomen

Responses by placement

Bar length is responses; the label shows cost per response. Response campaigns only.

Who the responses are coming from. Of the 2,094 responses with a demographic on file, 1,482 (71%) came from men and 1817 (86%) from the 45-and-over brackets. Measured on the response campaigns only; the individual age and gender cells are small, so read this as where demand concentrates, not a targeting verdict.

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Placement is sorting the spend. Facebook Stories delivered the cheapest response at $1.45 (1,518 on $2,194). Measured on the response campaigns only.

What's next

Where we take it from here.

Each move ties back to what this window proved.

Primary move

Scale the winners, fix what is expensive.

We weight budget toward the lowest cost per lead and the winning creative while holding the expensive segments to prove their CPL can come down.

What we do: Step up the best audience and creative.
Evidence: $0.92 on the best segment.
Risk: CPL can drift as we scale; we cap increments.
We need: Your read on lead quality by segment.

Operating plan

The next window.

Build variations of the winning creative so results do not lean on one asset.
Refresh retargeting before frequency wears the warm audience out.
Cut or fix the segments running above target CPL.
Review lead quality together so we optimize toward closed deals, not just form fills.

2,106 responses at $2.32 each.