Ralph Alexandria
30 Day Performance Report
Lateral Estate | Meta Ads | Feb 2 - Mar 4, 2026
Meta Ads Performance (30 Days)
Last 30 days across all campaigns. Total spend $3,168 generating 75 leads at $42.24 average CPL.
Campaign Breakdown
| Campaign | Spend | Impressions | Clicks | Link Click CTR | Leads | CPL | Frequency |
|---|---|---|---|---|---|---|---|
| Prospecting | $1,730.51 | 43,980 | 2,175 | 2.30% | 40 | $43.26 | 2.95 |
| Prospecting (Broad) | $1,232.92 | 27,967 | 1,366 | 2.24% | 33 | $37.36 | 2.68 |
| Retargeting | $204.84 | 3,557 | 65 | 1.29% | 2 | $102.42 | 1.16 |
| TOTAL | $3,168.27 | 75,504 | 3,606 | 2.23% | 75 | $42.24 | - |
Top Ad Sets
| Ad Set | Campaign | Spend | Leads | CPL | Link Click CTR |
|---|---|---|---|---|---|
| Broad - 3 Bedroom | Prospecting (Broad) | $357.20 | 11 | $32.47 | 2.37% |
| Luxury - 1 Bedroom | Prospecting | $460.88 | 10 | $46.09 | 2.65% |
| Luxury - 2 Bedroom | Prospecting | $237.94 | 8 | $29.74 | 2.40% |
| LLA Leads - 2 Bedroom | Prospecting | $373.30 | 8 | $46.66 | 2.18% |
| Broad - Penthouse | Prospecting (Broad) | $398.57 | 7 | $56.94 | 1.89% |
| LLA Leads - Penthouse | Prospecting | $236.16 | 6 | $39.36 | 2.20% |
Top 5 Performing Ads
Ranked by total leads generated across all audiences
Key Insights
2BR Luxury: Best CPL
$29.74 CPL with 2.40% link click CTR. Best efficiency in the account. This audience consistently outperforms.
3BR Broad: Volume Leader
11 leads at $32.47 CPL. Highest volume ad set with strong efficiency. Broad targeting working well for 3BR.
Frequency Still Healthy
Prospecting frequency at 2.68-2.95. No creative fatigue signals yet. Current creative batch has runway.
Product-Specific Ads Working
"With Price" static image ads outperform "No Price" variants. Price transparency is filtering for quality.
Retargeting Needs Work
$102.42 CPL with only 2 leads from $205 spend. The retargeting pool is small and budget is being consumed without meaningful conversion. Needs restructuring.
High Net Worth Starved by CBO
Only $20 total spend across all HNW ad sets. Zero leads. CBO is allocating budget away. Needs its own dedicated campaign with fixed budget.
Top Performing Ads
Best performers by lead volume and cost efficiency across all campaigns
Top Performing Ads
Best performers by lead volume and cost efficiency across all campaigns
| Ad | Ad Set | Spend | Leads | CPL | Link Click CTR |
|---|---|---|---|---|---|
| 3BR V1 [With Price] - Static | Broad - 3 Bedroom | $356.21 | 11 | $32.38 | 2.38% |
| 1BR V2 [No Price] - Static | Luxury - 1 Bedroom | $446.26 | 10 | $44.63 | 2.70% |
| 2BR V1 [With Price] - Static | Luxury - 2 Bedroom | $237.23 | 8 | $29.65 | 2.39% |
| 2BR V1 [With Price] - Static | LLA Leads - 2 Bedroom | $369.88 | 8 | $46.23 | 2.19% |
| PH V2 [With Price] - Carousel | LLA Leads - Penthouse | $77.35 | 3 | $25.78 | 2.26% |
| PH V2 [With Price] - Carousel | Broad - Penthouse | $145.29 | 3 | $48.43 | 2.41% |
| PH V2 [With Price] - Static | Broad - Penthouse | $152.44 | 3 | $50.81 | 1.76% |
| General V1 [No Price] - Static | Broad - General | $37.46 | 2 | $18.73 | 1.86% |
Creative Insights
Static Images Dominate
7 of the top 8 ads are static images. Simple, clear creative with pricing information continues to drive the best results.
Price Transparency Converts
6 of top 8 ads include pricing. Leads who see the price and still submit are higher quality. The CPL increase is justified.
Carousel Penthouse Ads Efficient
PH V2 Carousel in LLA Leads achieved $25.78 CPL, the cheapest lead in the account. Carousel format works for showcasing premium product.
Landing Page Updates
Changes made following the March 2 client meeting to improve conversion and user experience
Recent Landing Page Updates
Changes made following the March 2 client meeting to improve conversion and user experience
Form Header Updated
Changed the header on the lead capture form to better reflect current project positioning.
Submit Button Updated
Button text changed to "Submit" to fit on one line. Previous CTA was wrapping on mobile.
Mobile Calendar Booking Fixed
Calendly widget on the thank-you page now opens as a popup on mobile instead of embedded inline. Resolves the "narrow and squished" issue Christine raised.
Headline Update
Jack and Michael reviewing the main headline. "Register Interest" is past the current project stage. Testing new options to better match the buyer journey.
Remove 112 Residences
Removing "112 timeless residences" from the landing page. High number could imply high-density, which is a turnoff for buyers.
Developer Credentials Update
Christine checking with directors for a dollar figure or number of active developments to replace the removed content.
Landing Page Strategy
The landing page is evolving alongside the campaign strategy. Phase 1 was volume-focused with broad messaging. Phase 2 shifted to product-specific ads with pricing. The current updates align the landing page copy with this positioning, removing outdated language and improving mobile usability. The form header change and new qualification dropdowns ensure leads arriving from product-specific ads see consistent messaging through to submission.
Recommendations and Next Steps
Three priority actions coming out of this review
Priority Actions
Three clear actions to build on the current momentum and improve results through March
Scale 2BR Luxury Budget
Best CPL at $29.74 and highest link click CTR at 2.40%. Increase budget allocation to this ad set within the Prospecting CBO. This audience consistently outperforms.
Restructure Retargeting
$102 CPL is not sustainable. Consider splitting retargeting by bedroom type and focusing on 2BR and 3BR audiences where prospecting is generating the most leads.
Google Ads to $700/Month
Christine securing additional budget from directors. Once confirmed, launch branded and generic search campaigns to capture high-intent prospects searching for Ralph Alexandria.