MRP Campaign Launch Audit

Michigan Roof Programs | Lead Gen
Days 1-3 · Apr 11-13, 2026
Total Spend
$237.92
~$79/day avg
Leads
28
~9.3/day avg
Cost Per Lead
$8.50
BEST EVER
CTR
3.27%
ABOVE 1.5% ✓
Reach
5,039
unique people
Impressions
8,653
CPM $27.50
Frequency
1.72
HEALTHY
Link Clicks
140
127 landing page views
📅 Daily Breakdown
DaySpendImpressionsReachClicksLPVsLeadsCPLCTR
Apr 11$47.431,7571,49732306$7.913.24%
Apr 12$159.915,5513,443877817$9.413.40%
Apr 13 (partial)$30.581,3451,11921195$6.122.75%
📊 Ad-Level Performance
AdSpendClicksLPVsLeadsCPLCTRVerdict
Ad40 — MI Grants$113.18847519$5.964.08%WINNER
Ad1 — Free Roof Program$124.8156529$13.872.62%OK
Leads by Ad
Ad40
19 leads — $5.96 CPL
Ad1
9 leads — $13.87 CPL
DateAdSpendClicksLPVsLeadsCPLCTR
Apr 11Ad40 — MI Grants$23.7219186$3.955.14%
Apr 11Ad1 — Free Roof$23.7113120—2.10%
Apr 12Ad40 — MI Grants$75.26534610$7.534.01%
Apr 12Ad1 — Free Roof$84.6534327$12.092.88%
Apr 13Ad40 — MI Grants$14.2012113$4.733.21%
Apr 13Ad1 — Free Roof$16.48982$8.242.34%
🔻 Conversion Funnel
Impressions
100%
8,653
Link Clicks
1.62%
140
1.62%
Landing Page
90.7%
127
90.7%
Quiz Started
44.9%
57
44.9%
Leads
49.1%
28
49.1%
49.1% quiz completion rate — nearly half of everyone who starts the quiz submits their info. That's exceptional.
👥 Demographics
Leads by Age + Gender (spend in parentheses)
65+ M
9 leads — $5.01 CPL
65+ F
7 leads — $6.90 CPL
55-64 F
5 leads — $8.98 CPL
45-54 M
3 leads — $5.44 CPL
55-64 M
2 leads — $12.87 CPL
45-54 F
1 lead — $24.52 CPL
35-44 M
1 lead — $8.63 CPL
25-34
0 leads
55+ = 82% of all leads. 65+ alone drives 57% at the lowest CPL. Consider excluding 18-34 to cut waste.
📱 Placement Performance
PlatformPositionSpendImpressionsLeadsCPLShare
FacebookFeed$186.567,58025$7.4689.3%
FacebookReels$38.086572$19.047.1%
FacebookNotification$0.1311$0.133.6%
InstagramAll$9.332160—0%
🗄️ ARS-CRM Lead Cross-Reference
Meta Leads (Pixel)
28
ARS-CRM Records
25
17 backfilled + 8 auto-synced
GHL Pipeline
28
all synced to Meta Leads pipeline
Delta
3
test records excluded from CRM
✅ Health Checklist
✅ Both ads CTR > 1.5% (Ad40: 4.08%, Ad1: 2.62%)
✅ Frequency healthy at 1.72 (threshold: 3.0)
✅ CPL $8.50 — account all-time best (prev: $17.50)
✅ Meta Pixel firing correctly (57 ViewContent events)
✅ Leads routing to GHL pipeline + ARS-CRM
✅ Payment method active (Mastercard)
⚠️ 6 MRP creatives PAUSED — waiting on MRP Facebook Page
⚠️ Instagram placements spending $9.33 with 0 conversions
💡 Recommendations
HIGH PRIORITY

Scale Ad40 (MI Grants)

$5.96 CPL vs Ad1's $13.87. Shift budget allocation toward Ad40 and test new variants modeled after its creative angle.

HIGH PRIORITY

Kill Instagram Placements

$9.33 spent, zero leads. Restrict to Facebook-only to concentrate budget where it converts.

HIGH PRIORITY

Activate Paused MRP Creatives

6 creatives ready. Need MRP Facebook Page created first. More variety prevents fatigue as frequency climbs.

MEDIUM

Exclude Under 35

Zero leads from 25-34 ($6.74 wasted). 82% of leads are 55+. Tighten age targeting to cut waste.

MEDIUM

Monitor Frequency Daily

At 1.72 after 3 days, the 5,039 reach pool will start saturating within 7-10 days without fresh creative rotation.

Arrow Roofing Services · Campaign Audit generated by Iva · Data pulled from Meta Graph API v22.0 · Apr 13, 2026