Paid Media Report · Hartley Law

The story

The window in three moves.

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

$76

AC 01 - Instant Form Leads… carried the whole window

It was the only campaign producing leads, so $76 per lead is the account's cost per lead, not the best of several.

One creative carries

"09/09 - Video - Lights Go Out" drove 16 leads at about $45 each. The message that is landing.

Steady delivery

Campaigns delivered consistently across the window.

Meta Ads

Where the leads came from.

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

Leads & spend per day

Leads Daily spend

Window total 38 leadsShaded band = the current period, the bars before it are the previous one

The latest week

Last 7 days vs the prior 7	Oct 12 to Oct 18	Oct 19 to Oct 25	Change
Spend	$1,066	$1,203	+13%
Leads	14	3	small base
Cost / lead	$76	$401	small base

The full window above stays the main read. This is the latest week on its own, so a turn shows before the average catches it. The newest days are still filling in: conversions are credited to the day of the click and some report a few days late, so this week usually rises a little.

Campaign	Spend	Leads	Cost / lead	Conv. rate	CTR	CPC
AC 01 - Instant Form Leads - Car & Truck… Best CPL	$2,876	38	$76	2.2%	5.2%	$1.51
Blended lead total	$2,876	38	$76	2.2%	-	-

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. 20 creatives carried spend this period and 9 of them went live inside it.

#1$45 / lead

Who the leads come from

Leads by age & gender

Where the leads concentrate. Lead campaigns only.

MenWomen

Leads by placement

Bar length is leads; the label shows cost per lead. Lead campaigns only.

Who the leads are coming from. Of the 38 leads with a demographic on file, 23 (61%) came from men and 26 (68%) from the 45-and-over brackets. Measured on the lead campaigns only; the individual age and gender cells are small, so read this as where demand concentrates, not a targeting verdict.

→

Placement is sorting the spend. Facebook Notification delivered the cheapest lead at $52 (22 on $1,144). Measured on the lead campaigns only.

What's next

Where we take it from here.

Each move ties back to what this window proved.

Primary move

One campaign carried this. Widen it before scaling it.

Everything here came from a single campaign, so there is no second line to weight budget against yet. The next step is a second audience or creative to compare it with, and only then a budget increase.

What we do: Add a second line to compare against.
Evidence: $76 per lead on the only campaign producing leads.
Risk: Scaling a single campaign hides whether the cost holds or the audience is simply small.
We need: Your read on which audience to open next.

Operating plan

The next window.

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

38 leads at $76 each.