Paid Media Report
Demo Client
Q1 2026
Total Spend
$6,735
Q1 2026
Conversions
26
Lead form fills
Avg. CPA
$259
vs. $450 hist. norm
Impressions
146K
146,930 total
Monthly Performance
Monthly Breakdown
| Month | Spend | Impressions | Clicks | CTR | Conv. | CPA |
|---|---|---|---|---|---|---|
| January | $2,452 | 28,999 | 170 | 0.59% | 9 | $272 |
| February | $1,925 | 43,736 | 217 | 0.50% | 10 | $193 |
| March | $2,359 | 74,195 | 496 | 0.67% | 7 | $337 |
| Q1 Total | $6,735 | 146,930 | 883 | 0.60% | 26 | $259 |
Campaign Breakdown — Q1, Sorted by Spend
| Campaign | Status | Spend | Conv. | CPA |
|---|---|---|---|---|
| Hospitality eBook — Lead Gen (Doc Ad) | Active | $4,083 | 22 | $186 |
| Brand Strategy Article — Website Visits | Active | $665 | — | n/a |
| Hospitality eBook — Lead Gen (Static) | Paused | $600 | 2 | $300 |
| DMO/CVB eBook — Lead Gen | Paused | $517 | 2 | $259 |
| Future of Travel Article — Website Visits | Active | $420 | — | n/a |
| DMO/CVB Strategy Article — Website Visits | Paused | $132 | — | n/a |
| Visitor Acquisition — Lead Gen | Paused | $50 | — | n/a |
| Q1 Total | $6,467 | 26 | $249 |
What the Data Is Telling Us
The Clear Win
The Hospitality eBook Doc Ad is carrying the account. It drove 22 of the quarter's 26 conversions at $186 CPA — beating the $250 B2B benchmark and well below the ~$450 historical norm. This is the format and creative to learn from.
The Mix Story
March's impression spike is misleading. Impressions nearly doubled (+70%) and clicks tripled — but conversions dropped to 7. The two website-visit campaigns launched in Q1 drove heavy traffic at low CPCs but aren't designed to convert. Blended CPA looks worse; account reach is actually growing.
Efficiency High Point
February was the strongest efficiency month — lowest spend, 10 conversions, $193 CPA. Worth investigating whether that reflects a cleaner campaign mix, seasonal audience behavior, or both. Replicating that mix in April could move the needle.
The Long Tail
Five paused campaigns — Hospitality Static, DMO/CVB eBook, Visitor Acquisition, Case Study, and Awareness — have minimal or zero conversions. Nothing unusual, just the natural residue of testing. They're not contributing but they're not a problem either.
A Few Things This Data Can't Tell Us
Lead quality downstream
26 conversions at $259 average CPA is an encouraging number — but whether those leads are advancing to sales conversations lives in the CRM, not the ad platform. The eBook Doc Ad's volume story is only complete if those leads are converting downstream.
Audience saturation on the Doc Ad
At $4,083 spend for 22 conversions, the Hospitality eBook Doc Ad is the workhorse. The question for Q2 is whether the audience is beginning to saturate, and whether a creative refresh or audience expansion is warranted before performance degrades.
ABM list activation
The 2,579-contact ABM database approved in March was discussed for paid activation in the April 9 meeting, but no documented decision exists yet. If activated against the eBook offer, that's a meaningful performance variable for Q2 reporting.