Over the last 14 days, we ran two Meta Ads campaigns focused on driving plumbing leads and phone calls in the St. Louis area. The Call Campaign received the majority of budget allocation ($342.10 vs $229.17) based on its stronger cost efficiency and higher volume of direct phone calls. On September 8, refreshed ad creatives ("Sept Refreshed Ads") launched across both campaigns to improve engagement. Below is the full breakdown.
The Call Campaign received 60% of total budget due to its lower CPC and direct phone call generation. The Leads Campaign received 40%, optimized for form submissions. Current daily budgets: Call Campaign at $30/day, Leads Campaign at $5/day.
| Campaign | Daily Budget | 14-Day Spend | Clicks | CPC | CTR | Impressions |
|---|---|---|---|---|---|---|
| Call Campaign | $30/day | $342.10 | 297 | $1.15 | 0.74% | 40,125 |
| Leads Campaign | General | $5/day | $229.17 | 82 | $2.79 | 1.94% | 4,217 |
| TOTAL | $35/day | $571.27 | 379 | $1.51 | 0.85% | 44,342 |
Why the Call Campaign gets more budget: At $1.15 CPC, the Call Campaign delivers clicks at less than half the cost of the Leads Campaign ($2.79 CPC). It also generates direct phone calls (13 placed, 5 connected 20+ seconds), which convert faster for service businesses. The higher volume and lower cost make it the better performer for budget allocation.
This chart shows how daily spend was distributed between the Call Campaign (green) and Leads Campaign (orange) over the 14-day period. The Call Campaign consistently received the larger share of daily budget.
Click volume by campaign showing the Call Campaign consistently driving higher click counts at a lower cost per click.
The Call Campaign is the primary lead driver, optimized for phone calls. It generates direct click-to-call actions from Meta ads. With a $30/day budget, it delivered 297 clicks at $1.15 CPC, producing 13 native call placements and 5 quality connected calls (20+ seconds).
Days with recorded click-to-call actions from the Call Campaign:
| Date | Calls Placed | 20s+ Connected | Spend | Clicks |
|---|---|---|---|---|
| Sep 2 | 2 | 1 | $34.05 | 27 |
| Sep 3 | 1 | 1 | $28.93 | 28 |
| Sep 4 | 3 | 1 | $34.95 | 33 |
| Sep 5 | 2 | 0 | $30.91 | 24 |
| Sep 7 | 2 | 1 | $28.05 | 24 |
| Sep 9 | 1 | 0 | $22.93 | 16 |
| Sep 10 | 2 | 1 | $21.36 | 20 |
| TOTAL | 13 | 5 | $342.10 | 297 |
Cost per Call Placed: $26.32 ($342.10 / 13 calls)
Cost per Connected Call (20s+): $68.42 ($342.10 / 5 connected calls)
Call Confirmation Rate: 3 call confirmations recorded in the period
| Ad Set | Ad Name | Spend | Clicks | CPC | Link Clicks |
|---|---|---|---|---|---|
| Refreshed Ad Set | July Refreshed Ads + UGC | $328.11 | 280 | $1.17 | 191 |
| Sept Refreshed Ads | Sept Creative V1 | $13.99 | 17 | $0.82 | 12 |
| TOTAL | $342.10 | 297 | $1.15 | 203 | |
Sept Refreshed Ads launched Sep 8 and are already showing a lower CPC ($0.82) compared to the July ads ($1.17). Early signal is positive, though volume is still ramping up. Monitoring closely over the next 7 days.
The Leads Campaign runs at $5/day targeting form submissions. It generated 1 lead over the period at a higher CPC ($2.79), but with a notably higher CTR (1.94%) compared to the Call Campaign, indicating strong ad relevance and engagement.
| Ad Set | Ad Name | Spend | Clicks | CPC | Leads |
|---|---|---|---|---|---|
| Updated July Ad Set | Updated Refreshed Ads + UGC | $188.76 | 63 | $3.00 | 0 |
| Sept Refreshed Ads | Sept Creative V1 | $40.41 | 19 | $2.13 | 1 |
| TOTAL | $229.17 | 82 | $2.79 | 1 | |
Sept Refreshed Ads are outperforming the July ads in this campaign too. The new creative has a lower CPC ($2.13 vs $3.00) and generated the only form lead of the period. This confirms the creative refresh is working. As the new ads accumulate data, they should take over delivery from the older set.
On September 8, new ad creatives ("Sept Refreshed Ads") launched across both campaigns. Here is the early comparison between old and new creatives:
| Metric | July Ads (Old) | Sept Ads (New) | Change |
|---|---|---|---|
| Call Campaign CPC | $1.17 | $0.82 | ↓ 30% better |
| Leads Campaign CPC | $3.00 | $2.13 | ↓ 29% better |
| Leads Campaign — Leads | 0 | 1 | Only lead from new creative |
| Call Campaign Spend | $328.11 (96%) | $13.99 (4%) | Still ramping up |
| Leads Campaign Spend | $188.76 (82%) | $40.41 (18%) | Gaining share faster |
Early verdict: The September creative refresh is outperforming the July ads on both campaigns. Lower CPCs across the board, and the only form lead came from the new creative. As Meta's algorithm shifts delivery toward the better performers, the new ads should capture a larger share of impressions in the coming days.
Key account activity recorded during this 14-day window:
| Activity | Details |
|---|---|
| New Ad Creatives Launched | "Sept Refreshed Ads" ad sets started delivery on Sep 8 across both Call Campaign and Leads Campaign |
| Audience Created | Auto custom audiences created by Meta for ad optimization (Sep 8 and Sep 11) |
| Billing | Two charges processed: $93.00 each on Sep 8 and Sep 10 |
New contacts captured in the CRM during this period. These include website form submissions, chat widget visitors, and phone inquiries.
4 new contacts captured in CRM during this 14-day period. 2 are named leads with full contact information (Sharon Francis, Julie), and 2 are anonymous chat widget visitors. Sharon came through the website form with a "website lead" tag, indicating a direct form submission.
⚠️ Google Ads data temporarily unavailable. The Google Ads API connection needs to be re-authenticated. Once reconnected, Google Ads campaign data and change history will be included in future reports. This is a backend credential issue and does not affect the live campaigns.