Campaign A vs Campaign B
Both campaigns spent the same amount. A tick marks the better figure on each line.Campaign ACampaign B
- Amount spent$1,500$1,500
- Leads6030
- Cost per lead$25$50
- Sold customers612
- Sales conversion rate10%40%
- Customer acquisition cost$250$125
- Revenue minus spend$2,400$6,300
- Return on advertising spend2.6x5.2x
Lead to sale
Each step counts the people who reached it. Each cost divides the amount spent by that count.Leads90
Qualified72
Appointments40
Sold18
$33Cost per lead
$42Cost per qualified lead
$75Cost per appointment
$167Customer acquisition cost
Lead to appointment rate55.6%Appointment to sale rate45.0%
Week by week
Weeks 1 to 4 split Month 1 evenly. Weeks 5 to 13 fill in as results arrive.LeadsSold customersCost per lead
$34$33$34$33
W1W2W3W4
No figures yetW5 to W13
Ad delivery
Figures from the ad platforms. The bar splits the amount spent across the three ad concepts.- Proof Before Promises$1,200
- The $50 Protection Plan$1,100
- Indianapolis Pest of the Moment$700
Impressions150,000Clicks2,250Click through rate1.5%Cost per click$1.33
By ad concept
Month 1 split across the three ad concepts. A tick marks the best figure on each measure.LeadsQualifiedAppointmentsSold
Proof Before PromisesAmount spent $1,200
Lead to sale
3629167
Sales conversion rate19.4%
Customer acquisition cost$171
Return on advertising spend3.8x
Revenue minus spend$3,350
The $50 Protection PlanAmount spent $1,100
Lead to sale
3326157
Sales conversion rate21.2%
Customer acquisition cost$157
Return on advertising spend4.1x
Revenue minus spend$3,450
Indianapolis Pest of the MomentAmount spent $700
Lead to sale
211794
Sales conversion rate19.0%
Customer acquisition cost$175
Return on advertising spend3.7x
Revenue minus spend$1,900