Paid Media Report · Weston Funding

The story

The window in three moves.

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

$31

Austin is the template

Austin delivered the cheapest lead at $31, on the same creative that drove most of the volume. That is the proven base we rebuild the funnel on.

Paused

Quality is the focus, not cost

Delivery is paused on purpose while we tighten lead quality. The leads were inexpensive; the gap was how many were ready to close, so that is what we fix next.

45+

Who we target next

73% of leads are 45 and over and 90% are men, concentrated in Texas. That profile guides both the audience and the qualification step ahead.

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 30 leadsShaded band = latest 7 days

Campaign	Spend	Leads	Cost / lead	CTR	CPC
NZ 01 - Website Leads - Houston	$798	7	$114	3.1%	$3.58
NZ 01 - Website Leads - DFW	$642	3	$214	2.7%	$3.65
NZ 01 - Website Leads - Austin Best CPL	$503	16	$31	2.5%	$3.27
NZ 01 - Website Leads - San Antonio	$377	4	$94	2.7%	$2.73
NZ 01 - IG Profile Visits Engagement	$310	0	n/a	3.2%	$0.46
Blended lead total	$2,321	30	$77	-	-

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 30 leads with a demographic on file, 27 (90%) came from men and 22 (73%) 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 points to the efficient mix. Instagram Reels delivered the cheapest lead at $33 (11 leads), while Facebook feed drove the most volume. The rebuild weights toward the placements that produce qualified leads. 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

Rebuild for lead quality, not more volume.

Volume and cost per lead are already strong. The next gain is quality, so we retool the funnel to send Weston fewer, better-qualified leads before turning delivery back on.

What we do: Add a qualification step before leads reach your team.
Evidence: Leads are cheap ($31 best), but too few are ready to close.
Risk: Fewer raw leads, in exchange for higher intent.
We need: Your disqualifiers and FICO thresholds to build the step.

Operating plan

The next window.

Multi-step qualification form: capture the lead, then a second step that filters for real intent before it reaches sales.
Reset the pixel so optimization stops learning from low-quality signal.
Optimize toward the qualification step, not the first form fill.
Automate follow-up for step-one leads so your team spends time only on the qualified ones.

30 leads at $77 each.