A 60-day performance review of all active Meta (Facebook & Instagram) advertising campaigns, with creative analysis, audience insights, and prioritized recommendations.
5 active lead generation campaigns plus 6 engagement post boosts (budgets exhausted, sitting idle).
| Campaign | Spend | Leads | CPL | CTR | Freq. | Status |
|---|---|---|---|---|---|---|
| Outdoor Kitchen - Prospecting [Broad] | $6,609 | 186 | $35.53 | 1.21% | 5.85 | Saturated |
| Kitchen Reno - Prospecting [Broad] | $2,395 | 83 | $28.85 | 2.32% | 3.66 | Best CPL |
| Kitchen Reno - Prospecting | $948 | 34 | $27.89 | 2.40% | 2.59 | Solid |
| Kitchen Reno - Retargeting | $556 | 19 | $29.25 | 2.33% | 7.39 | Saturated |
| Outdoor Kitchen - Retargeting | $190 | 4 | $47.52 | 1.24% | 4.16 | Poor |
62% of total budget ($6,609 of $10,698) flows to the Outdoor Kitchen Broad campaign, which has the highest CPL ($35.53) and is severely oversaturated at 5.85 frequency. Kitchen Renovation campaigns consistently deliver leads $7-8 cheaper per lead.
29 ad variations analysed. Performance varies dramatically — best CPL is $15.79, worst is $152.91. Five creatives should be paused immediately.
| Creative | Targeting | Spend | Leads | CPL | CTR |
|---|---|---|---|---|---|
| Video 01 - Main Video (Sep 2023) | KR Broad | $379 | 24 | $15.79 | 2.31% |
| Video 01 - Main Video (Sep 2023) | KR Retargeting | $284 | 14 | $20.30 | 2.19% |
| Video 07 - New Main Video (May 2025) | KR LLA - All WT | $347 | 15 | $23.16 | 2.42% |
| Image 03 (Dec 2025) | OK Broad | $3,967 | 136 | $29.17 | 1.20% |
| Creative | Targeting | Spend | Leads | CPL | Why Pause |
|---|---|---|---|---|---|
| Video 08 (Sep 2025) | OK Broad | $329 | 3 | $109.80 | 3.5x average CPL |
| Image 01 (Oct 2025) | OK Broad | $1,808 | 37 | $48.87 | Image 03 beats it by 40% |
| Video 09 - Glenside (May 2025) | KR Interest | $153 | 1 | $152.91 | 1 lead for $153 |
| Video 09 - Glenside (May 2025) | KR Retargeting | $260 | 5 | $52.09 | Video 01 beats it 2.5x |
| Image 02 (Nov 2025) | OK Broad | $505 | 10 | $50.46 | Image 03 outperforms 2:1 |
Pausing these 5 underperforming creatives would redirect approximately $3,055 over 60 days (~$50/day) toward proven winners. This alone could generate an additional 50-100 leads at current winner CPLs.
Spend distributed across 12 placements on Facebook, Instagram, Messenger, and Threads.
| Placement | Spend | Leads | CPL | CTR | Rating |
|---|---|---|---|---|---|
| Facebook Marketplace | $868 | 37 | $23.45 | 0.95% | Best CPL |
| Facebook Reels | $855 | 29 | $29.47 | 1.24% | Strong |
| Facebook Feed | $5,654 | 176 | $32.13 | 1.74% | OK |
| Instagram Feed | $1,448 | 40 | $36.19 | 0.95% | OK |
| Instagram Stories | $836 | 24 | $34.85 | 1.29% | OK |
| Instagram Reels | $695 | 15 | $46.31 | 1.09% | Expensive |
| Facebook Stories | $234 | 2 | $116.97 | 1.44% | Exclude |
Facebook Marketplace delivers leads at $23.45 — 27% cheaper than the account average. This makes sense for a home renovation business where Marketplace users are already in a buying/browsing mindset. Facebook Stories should be excluded ($117 CPL).
Two campaigns have crossed the saturation threshold (frequency >4), meaning the same users are seeing ads repeatedly with diminishing returns.
Target: 2-4 frequency. Above 5 indicates creative fatigue and audience saturation. Above 7 requires immediate intervention.
Pause Video 08 ($110 CPL), Image 01 ($49 CPL), Video 09 in Interest ($153 CPL), Video 09 in Retargeting ($52 CPL), and Image 02 ($50 CPL). Redirect budget to Image 03 and Video 01.
Facebook Stories delivers leads at $116.97 CPL — 3.6x the account average. Exclude this placement across all campaigns.
Six post boost campaigns have spent their lifetime budgets and are sitting idle as "Active". Archive them to clean up the account.
Frequency at 5.85 means the audience has seen every creative multiple times. The newest creative (Image 03, December 2025) is 2+ months old. Test new angles: before/after projects, customer testimonials, seasonal hooks.
Reduce Outdoor Kitchen Broad daily budget by 20% and shift to Kitchen Reno Broad. Kitchen Reno delivers leads at $28.85 vs Outdoor Kitchen's $35.53 — a $6.68 saving per lead. On 186 leads, that would save ~$1,200.
Frequency at 7.39 means the retargeting pool has seen every ad 7+ times. Introduce new creative angles for warm audiences — social proof, limited-time offers, project showcase videos.
Video 01 from September 2023 achieves $15.79 CPL in Kitchen Reno — the best in the entire account. Consider adapting its approach (or the video itself if relevant) for Outdoor Kitchen campaigns to bring that campaign's CPL down.