Total Paid Spend
$7,228.02
Meta + Google
Confirmed Leads
154
Meta 98 · Google 56
Search Impr. Share
21.16%
#1 in the auction
Impressions
618,186
13,831 clicks
People Reached
180,060
Meta · frequency 2.52
Cross-Channel
Where the Budget Went
Meta has carried lead generation since June 1. Google only went live on July 1, so its figures cover July alone — worth keeping in mind on any side-by-side. Combined view first, then each channel.
Total Spend
$7,228.02
both channels
Meta Spend
$4,530.34
62.7% of total
Google Spend
$2,697.68
37.3% · from Jul 1
Combined Clicks
13,831
Meta 2,422 · Google 11,409
Budget Allocation by Channel
Channel Comparison · each over its own live period
| Metric | Meta · Jun 1 – Aug 5 | Google · Jul 1 – Aug 4 |
|---|
| Spend | $4,530.34 | $2,697.68 |
| Impressions | 454,028 | 164,158 |
| Clicks | 2,422 | 11,409 |
| CTR | 0.76% | 6.95% |
| Avg. CPC | $1.87 | $0.24 |
| Primary result | 98 form leads | 56 leads + reach (CRM verified) |
| Cost / result | $45.27 / lead | $41.02 / lead |
The split of work: Meta produced 98 leads at $45.27 each over the full period. Google, live from July 1, produced 56 CRM-verified leads at $41.02 — and that figure carries its awareness delivery too, since the same budget also bought the top position in the search auction.
Progress · Period by Period
Three Updates, One Direction
Each reporting period has cut the cost of a lead. From the first 21 days to the latest 24, cost per lead is down a quarter while total volume has grown from 13 leads to 94.
Period 1 · CPL
$54.19
Jun 1–21 · 13 leads
Period 2 · CPL
$42.73
Jun 22–Jul 7 · 43 leads
Period 3 · CPL
$40.71
Jul 8–31 · 38 leads
Total Improvement
−24.9%
P1 → P3
Cost per Lead — lower is better
Period Comparison — Meta Lead Generation
| Period | Days | Spend | Leads | Cost / lead | Leads / day |
|---|
| P1 · Jun 1–21 | 21 | $704.42 | 13 | $54.19 | 0.62 |
| P2 · Jun 22 – Jul 7 | 16 | $1,837.31 | 43 | $42.73 | 2.69 |
| P3 · Jul 8–31 | 24 | $1,546.97 | 38 | $40.71 | 1.58 |
| Full period | 66 | $4,436.08 | 98 | $45.27 | 1.48 |
The trend: cost per lead has fallen in every period — $54.19, then $42.73, now $40.71. Period 2 ran hottest on daily volume; Period 3 delivered the cheapest leads while budget also moved into building the Google channel.
Optimisation · What We Did
How the Cost Came Down
The improvement came from deliberate work, not luck. What we did:
Sharper audience targeting
Focused delivery on the converting 25–44 core and intent-based audiences. Cut the low-return segments.
Winning creative scaled
Found the top message angles, put budget behind them, retired the weak creative.
Budget moved to the performers
Moved spend to the efficient setups, away from the weak tests.
Google built out and scaled
Launched in July and grew it through the month — from a standing start to the top impression share in the auction.
Channel · Meta
Meta in Detail
Facebook + Instagram, June 1 through August 5. Meta carries the leads: 98 school form-leads at $45.27 blended CPL, plus a B2C awareness layer (its own section below).
Spend
$4,530.34
Jun 1 – Aug 5 · 66 days
Form Leads
98
lead-gen objective
Blended CPL
$45.27
best period $40.71
Reach
180,060
frequency 2.52
Impressions
454,028
total deliveries
CTR (all)
0.76%
2,422 link clicks
Page Engagement
45,295
total interactions
Meta Performance by Objective
| Objective | Spend | Result | Cost / result | Impressions | Clicks |
|---|
| B2B — Lead Generation Leads | $4,436.08 | 98 leads | $45.27 | 426,240 | 2,266 |
| B2C — Awareness Awareness | $94.26 | 1,120 eng. | $0.08 | 27,788 | 156 |
| Total | $4,530.34 | 98 leads · 1,120 eng. | $45.27/lead | 454,028 | 2,422 |
Meta Audience
From the age/gender raw export, across all Meta activity.
Gender — Spend Split
Male · $3,579.39
Female · $826.04
Unknown · $30.65
Leads by Age — 25–44 leads the way
Cost per Lead by Age · lead-generation spend
| Age | Spend | % of spend | Leads | Cost / lead |
|---|
| 25–34 | $914.94 | 20.6% | 23 | $39.78 |
| 35–44 | $2,299.76 | 51.8% | 51 | $45.09 |
| 45–54 | $795.76 | 17.9% | 17 | $46.81 |
| 55–64 | $336.26 | 7.6% | 6 | $56.04 |
| 65+ | $79.25 | 1.8% | 1 | $79.25 |
| 18–24 | $10.10 | 0.2% | 0 | — |
| Total | $4,436.08 | 100% | 98 | $45.27 |
Objective 2 · Awareness
Reach & Parent Demand
The second objective is demand. On Meta it runs as a dedicated Instagram parent-facing layer — installments and rewards — built so parents ask their school about C-Pay. On Google it runs alongside lead generation on the same budget, adding reach at a scale Meta can't match, and it did that in July alone.
Meta Reach
180,060
Jun–Aug · 454,028 impr.
Google Impressions
164,158
Jul 1 – Aug 4 · 11,409 clicks
Engagements
1,120
Meta B2C · $0.08 each
Awareness CPM
$3.39
Meta B2C layer
Meta — Parent Demand 19,159 reached
The dedicated awareness play: Instagram content on installments and rewards, built to warm parents so they push their school toward C-Pay. $3.39 CPM, 1,120 engagements at $0.08, on $94.26 — the account's warmest retargeting pool.
Google — Search & Cross-Network 164,158 impressions
Google works both objectives at once: it delivered the 56 verified leads and, on the same budget, 164,158 impressions and 11,409 clicks at $0.24. It also holds the highest impression share of any advertiser in the C-Pay search auction.
Meta — Who Engaged, by Age
Competitive · Search Auction
From Sixth to First
Auction insights show which advertisers compete for the same searches and how often each one appears. In its first week on Google, C-Pay ranked sixth. Over the rest of July it moved to first — ahead of every established payments player bidding on the same terms.
Impr. Share · Jul 1–7
16.34%
6th of 12 advertisers
Impr. Share · Jul 8–31
21.16%
1st · ahead of the field
Top of Page Rate
75.40%
up from 71.95%
Abs. Top of Page
41.15%
up from 31.39%
Impression Share vs the Market · Jul 8–31
Position Over Time
| Period | C-Pay impr. share | Rank | Top of page | Closest rival |
|---|
| Jul 1 – 7 launch week | 16.34% | 6th | 71.95% | hala.com · 54.83% |
| Jul 8 – 31 | 21.16% | 1st | 75.40% | hala.com · 14.54% |
Reading the shift: C-Pay ended July with the highest impression share in the auction and appeared at the top of the page in 75.40% of them. hala.com, which led the launch week at 54.83%, finished on 14.54%.
On search-intent auctions specifically: C-Pay holds 27.71% impression share for July, ahead of hala.com (24.30%), geidea.net (22.25%), tamara.co (21.20%) and daftra.com (20.54%). Top of page in 79.01% of those auctions, top slot in 52.48%.
Channel · Google
Google Ads in Detail
Google launched July 1 and scaled through the month. Google runs both objectives on one budget — lead generation and awareness. The CRM has verified 56 leads at $41.02 each — below Meta's blended cost, from a channel one month old.
Spend
$2,697.68
Jul 1 – Aug 4
Avg. CPC
$0.24
vs Meta $1.87
Verified Leads
56
CRM · $41.02 each
Google — Ramp Through the Month
| Metric | Jul 1–7 | Jul 8–31 | Jul 1 – Aug 4 |
|---|
| Spend | $377.79 | $1,917.97 | $2,697.68 |
| Clicks | 5,222 | 5,265 | 11,409 |
| CTR | 4.56% | 12.45% | 6.95% |
| Search impr. share | — | 21.21% | 20.45% |
| CRM-verified leads | 19 | 37 | 56 |
Quality over raw volume: the second half of the month delivered a similar click count from far fewer impressions — CTR rose from 4.56% to 12.45%.
Budget
Spend Summary
Total paid spend across both channels and the split.
Meta — Spend
$4,530.34
62.7% · Jun 1 – Aug 5
Google — Spend
$2,697.68
37.3% · Jul 1 – Aug 4
Total Paid Spend
$7,228.02
combined to date
