Meta Ads Performance Report

Complete Audit · June 2025 – April 2026
🔒 Confidential

Executive Summary

Account-level KPIs across the full 11-month audit window (2025-06-03 to 2026-04-18)

Total Spend
$34,250.67
Lifetime investment
Total Leads
733
685 Meta forms + 48 pixel
Blended CPL
$46.73
Account average
Total Reach
262,261
Unique people
Impressions
729,224
Frequency: 2.78
CTR
2.41%
Industry avg ~1%
Link Clicks
8,062
17,555 total clicks
Active Months
5 / 11
6 months dormant

Campaign Comparison

Three campaigns span the audit period. All currently paused.

Trenton Wisecup - twisecup@arrowroofingservicesllc.com
PAUSED
Jun 2025 - Jul 2025
Spend
$32,851.21
Leads
656
CPL
$50.08
CTR
2.38%
Reach
254,365
Freq
2.74
Arrow Roofing – Advantage+ – Lead Gen – 09/11
PAUSED
Sep 2025 - Oct 2025
Spend
$712.38
Leads
29
CPL
$24.56
CTR
2.09%
Reach
3,106
Freq
3.72
ARS | Apr 2026 | Michigan Roof Programs | Lead Gen
PAUSED
Apr 2026 - Present
Spend
$687.08
Leads
48
CPL
$14.31
CTR
3.56%
Reach
8,072
Freq
2.69
Spend vs Leads vs CPL Across Campaigns

Monthly Performance Trend

Full 11-month view including dormant periods. Gray bars = $0 months.

Monthly Spend (bar) · Leads (line) · CPL (line)

Weekly Trend

Week-by-week performance. Long gaps reflect dormant campaign periods.

Weekly Spend and Leads (active weeks only)

MRP Campaign Deep Dive

ARS | Apr 2026 | Michigan Roof Programs | Lead Gen — the current standout performer

🚀

MRP is running 69% cheaper than account average

MRP CPL $14.31 vs. blended account CPL $46.73. Highest CTR in account history at 3.56%.

MRP Daily Performance (Apr 11 – Apr 18, 2026)
Per-Ad Comparison
🏆 Ad40 — MI Grants
MRP MI Grants SE MI · Advantage+ targeting
CPL$9.54
Spend$343.55
Leads36
CTR4.14%
Impressions10,917
Frequency2.15
Ad1 — Free Roof Program
MRP Free Roof Program SE MI · Advantage+ targeting
CPL$28.63
Spend$343.53
Leads12
CTR2.97%
Impressions10,831
Frequency2.11
💡

Takeaway

Identical spend, 3x the leads. Ad40 is the template — scale it, clone it, iterate on the "MI Grants" hook.

All Ad Performance

23 ads across 3 campaigns. Click any column to sort. CPL color-coded: green <$25, yellow $25-50, orange $50-75, red >$75.

Ad Name Campaign Adset Spend Leads CPL CTR Impressions Reach Freq

Top & Worst Performers

Ranked ads with minimum $50 spend for statistical relevance.

🏆 Top 5 by CPL (best)
Ad40 MI Grants
MRP · MRP MI Grants SE MI
CPL$9.54
Spend$343.55
Leads36
CTR4.14%
Fall Roof Savings
Advantage+ · Advantage+ Michigan Homeowners
CPL$17.50
Spend$209.98
Leads12
CTR2.13%
new story ads (program)
Trenton · program 6/19-8
CPL$19.12
Spend$1,261.75
Leads66
CTR3.24%
Before & After
Advantage+ · Advantage+ Michigan Homeowners
CPL$20.18
Spend$60.55
Leads3
CTR1.82%
Ad1 Free Roof Program
MRP · MRP Free Roof Program SE MI
CPL$28.63
Spend$343.53
Leads12
CTR2.97%
⚠️ Bottom 5 by CPL (worst)
testimonial
Trenton · test 7/3-11
CPL$89.31
Spend$625.15
Leads7
CTR2.93%
imgs
Trenton · MEGA 6/4-3
CPL$85.39
Spend$1,195.42
Leads14
CTR1.92%
misc ads
Trenton · misc 6/19-4
CPL$77.52
Spend$2,325.46
Leads30
CTR3.09%
misc ads
Trenton · MEGA 6/4-2
CPL$76.64
Spend$1,072.96
Leads14
CTR2.71%
story ads
Trenton · MEGA 6/4-1
CPL$76.18
Spend$1,142.69
Leads15
CTR1.77%
📈 Highest CTR
Ad40 MI Grants
MRP · MRP MI Grants SE MI
CPL$9.54
Spend$343.55
Leads36
CTR4.14%
new story ads (program)
Trenton · program 6/19-8
CPL$19.12
Spend$1,261.75
Leads66
CTR3.24%
new story ads
Trenton · new story 6/19-7
CPL$44.64
Spend$5,936.62
Leads133
CTR3.19%
misc ads
Trenton · misc 6/19-4
CPL$77.52
Spend$2,325.46
Leads30
CTR3.09%
Ad1 Free Roof Program
MRP · MRP Free Roof Program SE MI
CPL$28.63
Spend$343.53
Leads12
CTR2.97%
🎯 Most Leads (single ad)
new story ads
Trenton · new story 6/19-7
CPL$44.64
Spend$5,936.62
Leads133
CTR3.19%
story ads
Trenton · story 6/19-6
CPL$44.48
Spend$5,293.50
Leads119
CTR2.43%
imgs
Trenton · imgs 6/19-5
CPL$50.99
Spend$4,588.86
Leads90
CTR1.63%
new story ads (program)
Trenton · program 6/19-8
CPL$19.12
Spend$1,261.75
Leads66
CTR3.24%
mix
Trenton · program/basic 7/3-12
CPL$54.27
Spend$3,527.83
Leads65
CTR2.19%

Key Insights & Recommendations

Patterns, findings, and priority actions.

🚀 MRP is the best campaign ever run
CPL of $14.31 vs blended $46.73 — 69% cheaper than account average. Highest CTR at 3.56%.
🏆 Ad40 MI Grants leads the pack at scale
$9.54 CPL across 36 leads from $343 spend. Best volume-tested ad in account history.
📱 Story format beats static images
Top 3 lead generators were all vertical story ads. Static image adsets averaged 40-60% higher CPL.
😴 Account dormant 6 of 11 months
Zero spend in Aug 2025 and Nov 2025 – Mar 2026. Significant pipeline gap. Estimated missed opportunity: ~$75K in leads at MRP-level CPL.
🎯 Advantage+ outperforms manual targeting
Both MRP adsets running on Advantage+ (2.65–2.97% CTR). Manual-interest adsets averaged 1.77–2.47%.
⚠️ Frequency > 3.0 correlates with higher CPL
Advantage+ Sep-Oct campaign hit 3.72 frequency and CPL climbed to $31.54 on the 117/mo creative. Rotate creatives before saturation.
💸 Testimonial ads underperformed
The "testimonial" adset hit $89.31 CPL — worst in account. Either the creative, placement, or audience match was off.
📊 Trenton campaign drove the volume
96% of total spend ($32.8K of $34.2K) and 89% of total leads (656 of 733). But CPL was $50.08 — the new campaigns are teaching us how to do it cheaper.

🎯 Priority Recommendations

  1. Scale MRP budget immediately. Current CPL is 3x better than anything historical. Test $200-500/day on Ad40 MI Grants.
  2. Clone Ad40 format. Build 2-3 variants on the "MI Grants" hook — different hooks, same structure.
  3. Phase out high-CPL creatives. Anything over $75 CPL at scale should be paused. That's $5K+ of wasted spend historically.
  4. Close the gap months. Running ads 5 of 11 months is a major strategic miss. Always-on MRP at $100/day = ~$3K/month spend with projected $14 CPL.
  5. Story format only. Static images consistently underperform. New campaigns should be 100% story/vertical.
  6. Rotate creatives before frequency > 3.0. Build a creative refresh cadence of every 2-3 weeks while an adset runs.
  7. Default to Advantage+ targeting. Stop hand-building interest audiences for this account.

Engagement Metrics

Social signals and on-platform interactions across all campaigns.

Video Views
245,290
3-second + views
Post Reactions
2,251
Likes, loves, etc.
Comments
138
Direct engagement
Shares
29
Organic amplification
Saves
103
High intent signal
Landing Page Views
311
Off-platform visits
Content Views
140
Pixel-tracked
CPM
$46.97
Cost per 1K impressions