Paid Media Report · National Lenders

The story

The quarter in three moves.

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

$48

NZ - 01 - CBO - Leads - Instant… is the engine

Lowest cost per lead at $48. Same creative, best economics, so budget stays weighted here.

One creative carries

"7/15 - NL Lead Form…" drove 52 leads at about $49 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 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 week

Leads Weekly spend

Window total 78 leadsShaded band = the current 13 weeks, the bars before them are the previous period

Campaign	Spend	Leads	Cost / lead	CTR	CPC
NZ - 01 - CBO - Leads - New Pixel	$3,631	6	$605	6.3%	$0.53
NZ - 01 - CBO - Leads - Instant Forms Best CPL	$3,448	72	$48	1.4%	$3.28
NZ01 - CBO - IG Profile Visits Engagement	$1,706	0	n/a	9.9%	$0.49
NZ - 01 - CBO - Leads - New Pixel - No… Engagement	$1,221	0	n/a	10.1%	$0.35
NZ - 01 - CBO - Leads - New Pixel - LP A Engagement	$162	0	n/a	6.4%	$0.44
NZ - GIADA Braselton - CBO - IG Profile Visits Engagement	$100	0	n/a	1.5%	$0.66
NZ - 01 - CBO - Leads - New Pixel - LP B Engagement	$95	0	n/a	5.8%	$0.52
Blended lead total	$7,078	78	$91	-	-

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. 71 creatives carried spend this period and 55 of them went live inside it.

#1$49 / 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 75 leads with a demographic on file, 64 (85%) came from men and 68 (87%) 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.

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Placement is sorting the spend. Facebook Reels delivered the cheapest lead at $62 (46 on $2,853); Outside apps and games, rewarded video spent $511 with no lead attributed, a candidate to switch off. Measured on the lead campaigns only.

Google Ads

Conversions over the quarter.

Weekly conversions against weekly spend across the quarter.

Conversions & spend per week

Conversions Weekly spend

Window total 31 conv.Shaded band = the current 13 weeks, the bars before them are the previous periodLast 3 days still filling in

Campaign split

Where the budget worked.

Spend and conversions by campaign. Brand search is separated so the true acquisition cost stays visible.

$6,502

NL - Search - Non-Brand

13 conv · $500 CPA

$3,400

NL - PMax - CPI & F&I

18 conv · $189 CPA

Active campaigns

Search + PMax

NL - Search - Non-Brand 13 conv · $500 CPA

$6,502

NL - PMax - CPI & F&I 18 conv · $189 CPA

$3,400

Campaign	Status	Spend	Conv.	Cost / conv.	CTR
NL - Search - Non-Brand	Active	$6,502	13	$500	7.2%
NL - PMax - CPI & F&I	Active	$3,400	18	$189	1.7%
Total		$9,902	31	$319	-

Call tracking

What happened on the phone.

Every call these ads produced and what became of it, measured on the call itself rather than on the ad platform. Google can see that a call started; this is how it ended. These counts will not tie exactly to the conversion table above, and they are not meant to: Google dates a call to the day the ad was clicked and waits a day for the data, so the same calls land on slightly different days in the two views.

Calls from these ads

Tracked end to end

77%

Reached someone

70 of 91

Never reached a person

23% of the calls

Ran past a minute

79 minutes on the phone

What happened to the call	Calls	Share
Reached someone	70	77%
Caller hung up while it rang	21	23%

21 of the 91 calls never reached a person. Most of them are the caller hanging up while the phone rang. We paid for those the same as the ones that connected: at this period’s $319 per lead that is about $6,708 of the spend. This is the one number on the page your team can move without touching the ad account.

How long the answered calls ran

Under 30 seconds

30 to 60 seconds

1 to 3 minutes

Over 3 minutes

Calls by day of the week

Monday 11 of 14 reached someone

Tuesday 7 of 12 reached someone

Wednesday 12 of 17 reached someone

Thursday 11 of 14 reached someone

Friday 18 of 20 reached someone

Saturday 8 of 9 reached someone

Sunday 3 of 5 reached someone

63 of the 91 callers had never called you before. That is what these campaigns are for: the phone ringing with someone new on the other end.

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: $48 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.
Cut or fix the segments running above target CPL.
Review lead quality together so we optimize toward closed deals, not just form fills.

78 leads at $91 each.