Executive Summary
Over the 31-day period, your combined media investment of $19,972 delivered strong results across all channels, with Google Ads leading on efficiency (ROAS 4.2x) and META driving the highest volume of conversions. LinkedIn performance remains premium-priced but shows the highest lead quality for B2B objectives.
✅ Highlights
- Google Ads ROAS of 4.2x significantly exceeds the 2.0x break-even threshold, with brand search campaigns delivering the strongest return
- META retargeting campaigns are outperforming prospecting 2.1x on conversion rate — an opportunity to shift budget allocation
- Organic search is your most cost-efficient acquisition channel (25,305 sessions at zero marginal cost)
- TikTok's CPM is the lowest across all paid channels, making it ideal for top-of-funnel reach at scale
⚠️ Areas of Concern
- LinkedIn CPC is 4.3× higher than Google Ads — review targeting criteria to improve efficiency
- META ad frequency of 2.4 is approaching fatigue territory; consider refreshing creatives
- Website bounce rate of 42.6% on paid traffic warrants landing page optimisation
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Cross-Platform Performance
Google Analytics
Live DataGoogle Ads
Live DataCampaign Breakdown
| Campaign | Impressions | Clicks | Spend | Conversions |
|---|---|---|---|---|
| Brand Search — UK | 42,000 | 3,100 | R2,840.50 | 187 |
| Non-Brand | Product A | 198,000 | 4,200 | R3,120.00 | 94 |
| Competitor Conquest | 67,000 | 890 | R1,340.20 | 28 |
| Remarketing — Cart Abandoners | 34,000 | 1,240 | R680.75 | 73 |
| YouTube — Brand Awareness | 312,000 | 1,890 | R1,240.00 | 12 |
META Ads
Live DataCampaign Breakdown
| Campaign | Impressions | Clicks | Spend | Conversions |
|---|---|---|---|---|
| Prospecting — Lookalike 1% | 1,240,000 | 9,800 | R2,980.00 | 214 |
| Retargeting — Website Visitors | 380,000 | 6,200 | R1,640.00 | 198 |
| Dynamic Product Ads | 560,000 | 7,400 | R1,920.50 | 167 |
| Brand Awareness Video | 2,100,000 | 4,200 | R980.00 | 18 |
| Instagram Stories — Summer | 420,000 | 3,600 | R840.00 | 54 |
LinkedIn Ads
Live DataCampaign Breakdown
| Campaign | Impressions | Clicks | Spend | Conversions |
|---|---|---|---|---|
| B2B Lead Gen — CMOs UK | 84,000 | 420 | R2,940.00 | 18 |
| Thought Leadership Content | 62,000 | 310 | R1,680.00 | 9 |
| Product Demo — SaaS | 38,000 | 198 | R1,240.00 | 14 |
TikTok Ads
Live DataCampaign Breakdown
| Campaign | Impressions | Clicks | Spend | Conversions | Video Plays | Completion |
|---|---|---|---|---|---|---|
| TopView — Product Launch | 2,400,000 | 14,400 | R1,840.00 | 124 | 0 | 0% |
| In-Feed — Summer Collection | 980,000 | 8,800 | R980.50 | 67 | 0 | 0% |
| Spark Ads — UGC | 640,000 | 5,200 | R640.00 | 38 | 0 | 0% |
🎯 Recommendations
Retargeting campaigns are converting at 2.1× the rate of prospecting. Reallocate 25% of prospecting budget to retargeting to improve blended ROAS by an estimated 0.4x.
Non-brand campaigns show a CPC 2.3× higher than brand. Audit landing page relevance and ad copy alignment for top spend keywords to reduce CPC by 15–20%.
UGC-style Spark Ads deliver 28% lower CPCs. Identify 3–5 micro-influencers in your niche and test creator whitelisting to expand reach with authentic content.
Frequency of 2.4 across 30 days signals creative fatigue is approaching. Introduce 3 new creative concepts for Q3 and rotate on a 2-week cycle.
InMail typically delivers 3× higher open rates than sponsored content for B2B audiences. Test a 50/50 budget split over 4 weeks to validate for your audience.
Email has a 6.8% conversion rate — your highest. Add a lead magnet (guide/template) to capture organic visitors and build the email list by an estimated 800–1,200 subs/month.