Paid Media Report · National Lenders

At a glance

Two channels, one funnel.

Each channel has a different job. We report them separately, then together, and we never let one channel's number stand in for the other's.

Channel 01

32 leads

Meta builds the demand

$3,924 reached 44,874 dealers and produced 17 lead-form submissions plus 15 tracked phone calls. It is the channel that teaches the market what CPI is, and it is where the phone volume comes from.

Channel 02

17 leads

Google captures the intent

Live only since July 14. $2,408 answered people already searching for collateral protection insurance, and turned that into 13 calls and 4 form leads in 14 days.

Why the two are shown side by side and not merged into one number. Meta reaches dealers who were not looking for you yet. Google answers dealers who were already typing the product into a search bar. Both currently end in the same place, a phone call to your team, which is why a combined cost per lead is meaningful here. Where the channels differ, we say so.

Period over period

Same budget, four and a half times the leads.

On the June call we said the lead pipeline needed a pivot and named two fixes: capture leads on Meta directly, and add Google Search. Both shipped in July. This is what they produced against the 30 days before them.

May 29 - Jun 27 vs Jun 28 - Jul 27

Last period This period

Each window is 30 daysBudget did not grow. It was redeployed.

Metric	Last period May 29 - Jun 27	This period Jun 28 - Jul 27	Change
Leads, both channels The headline	11	49	4.5x
Cost per lead	$577	$129	−78%
Meta lead-form and web leads	0	17	New
Meta tracked phone calls	11	15	+36%
Google leads	Not live	17	New
Total spend	$6,350	$6,332	Flat
Meta spend	$6,350	$3,924	−38%
Google spend	$0	$2,408	New
Taps on the phone number, paid traffic	728	890	+22%

What changed between the two windows

Jul 15

Meta lead forms went live

The form now opens inside Facebook instead of sending a dealer to the website to fill one out. In its first 13 days it produced 15 leads on $568, at $38 each.

Jul 14

Google Search went live

A second channel that answers dealers already searching for the product. 17 leads in its first 14 days, at $142 each, with the Search campaign at $106.

$4,228

We retired what was not converting

The Evergreen campaign carried $4,228 of last period's spend and produced no form lead. It was paused and its budget funded the two moves above.

What the previous period actually did, stated plainly. It was not a dead window. Meta drove 11 tracked phone calls and 728 taps on your phone number. What it did not do was produce a single website form submission, and there was no on-platform form to catch the demand. That is the gap July closed.

Meta Ads

Where the Meta leads came from.

$3,924 produced 17 lead-form and web leads plus 15 tracked phone calls, a blended $123 per lead. Awareness spend is tracked separately and excluded from cost per lead.

Meta leads

17 forms + 15 calls

$123

Cost per lead

On $3,924

5.52%

Click-through rate

Up from 4.28%

44,874

Dealers reached

103,307 impressions

Meta lead-form leads & spend per day

Form leads Daily spend

Window total 17 form leadsShaded band = latest 7 days

Campaign	Spend	Form leads	Cost / lead	CTR	CPC
NZ - 01 - CBO - Leads - New Pixel	$2,657	2	$1,329	5.6%	$0.66
NZ - 01 - CBO - Leads - Instant Forms Best CPL	$568	15	$38	1.8%	$2.84
NZ01 - CBO - IG Profile Visits Engagement	$598	0	n/a	14.5%	$0.46
NZ - GIADA Braselton - CBO - IG Profile Visits Engagement	$100	0	n/a	1.5%	$0.66
Lead campaigns	$3,225	17	$190	-	-

→

The two lead campaigns are doing different jobs. Instant Forms converts at $38 on a small budget. New Pixel carries the reach at a 5.6% click rate and is where most of the 680 phone taps originate, so its value does not show up in the form-lead column. The next step is to move budget toward the form while keeping enough reach to feed the phone.

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 17 leads with a demographic on file, 14 (82%) came from men and 14 (82%) 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. Audience Network video spent $167 without producing a form lead. We are not switching it off yet, because Audience Network sessions did produce 2 tracked phone calls this period. It gets judged on the phone line, not the form. Measured on the lead campaigns only.

Google Ads

Fourteen days in, and it is already working.

Google went live on July 14, so this is a partial month. In those 14 days it spent $2,408 and produced 17 leads at $142 each.

Google leads

13 calls + 4 forms

$142

Cost per lead

On $2,408

$106

Best campaign CPL

Search Non-Brand

Days live

Launched Jul 14

Google leads & spend per day

Leads Daily spend

Window total 17 leadsBest day so far Jul 27, 5 leads

Campaign	Spend	Leads	Cost / lead	CTR	CPC
NL - Search - Non-Brand Best CPL	$1,271	12	$106	6.11%	$7.70
NL - PMax - CPI & F&I	$1,137	5	$227	1.81%	$1.11
Google total	$2,408	17	$142	-	-

A 6.11% click-through rate on non-brand search is strong for a category this technical. It says the ads are matching what dealers actually mean when they search.

What dealers type into Google

Search term	Type	Clicks	Leads	Spend
cpi insurance Best term	Product	23	7	$180
collateral protection insurance	Product	5	0	$39
collateral protection insurance cpi	Product	1	1	$8
what is cpi insurance	Research	5	0	$38
collateral insurance	Product	5	0	$39
dealertrack f&i	Competitor	28	0	$212
darwin f&i	Competitor	5	0	$39

→

One term is carrying Google, and one group is not pulling its weight. "cpi insurance" produced 7 of the 12 Search leads on $180, about $26 a lead, the cheapest lead anywhere in the account. Meanwhile searches for competitor F&I software brands took $267 across 35 clicks with no lead. Shifting that budget toward the product terms is the single clearest move available in Google right now.

What we can see, and what we cannot.

Two channels now feed the same phone line and the same forms. This is where the counting is solid and where it still needs work.

Signal	What it means	This period	Counted as a lead
Meta lead form	Dealer submits the form inside Facebook	15	Yes
Website Lead event	Meta-attributed form completion on the site	2	Yes
Google conversions	13 tracked calls plus 4 form leads	17	Yes
phone_call, Meta sessions	Tracked call from a Meta paid visit	15	Yes
phone_click	Dealer taps the phone number on the page	890	No, intent only
phone_call, no source	Tracked call GA4 cannot tie to a channel	20	No

Fixed

Meta leads are now countable

Before July 15 a dealer had to leave Facebook to become a lead, and none did. The on-platform form closed that gap.

WE NEED nothing. This one is done.

Open

890 taps

The phone gap

890 dealers tapped your number from a paid visit. 28 became a tracked call. Part of that is the phone menu you flagged in June, and part may be how the call event itself is defined.

WE NEED the direct sales line, and 10 minutes to confirm what counts as a tracked call.

Open

The main site is not counted

nationallenders.com recorded 89 form submissions this period, up from 32. None of them register as a conversion, because that property only marks purchases as key events.

WE NEED your go-ahead to mark them, then they start counting.

Read this before the numbers above. Every lead in this report is a real submission or a tracked call. We deliberately do not count phone taps, and we do not count the 20 calls GA4 cannot attribute, even though some of those are almost certainly yours. If anything, the totals here are conservative.

What's next

Where we take it from here.

Each move ties back to something this window proved.

Primary move

Fund what converts, in both channels.

Two specific reallocations are available right now, and neither needs more budget. On Meta, move spend toward the lead form. On Google, move it off competitor terms and onto the product terms that are already producing.

What we do: Scale Instant Forms past $568 and add the competitor terms as negatives.
Evidence: $38 a lead on Instant Forms, $26 a lead on "cpi insurance", against $267 and no lead on competitor searches.
Risk: Cost per lead usually drifts up as a small campaign scales, so we step it up in increments rather than all at once.
We need: Your read on which of the 49 leads were worth having.

Operating plan

The next window.

Fix the phone path. 890 taps and 28 tracked calls is the biggest single gap in the funnel, and the direct sales line is the fix you already identified.
Give Google a full month. These 17 leads came from 14 days, so the next report is the first fair read on the channel.
Diversify the creative. More faces and more walk-and-talk, so results do not lean on one asset.
Count the main website. 89 form submissions are currently invisible, and marking them takes minutes.
Review lead quality together so we optimize toward closed deals, not just form fills.

49 leads at $129 each.