★ Overall Performance
Ad Spend
$4,084
Total across all platforms
Leads / Conversions
15
Total leads generated
Cost per Lead
$272.28
Clicks
4,456
Impressions
224,296
Click-Through Rate
1.99%
⚙ Cost & Funnel Metrics
Cost per 1,000 Views
$18.21
CPM
Cost per Click
$0.92
CPC
Click-to-Lead Rate
0.34%
Conversion rate
Cost per Lead
$272.28
CPL
Avg Daily Spend
$131.75
Leads per Day
0.5
Funnel Summary: 1.99% of impressions clicked through, and 0.34% of those clicks became a lead.
Google Ads Performance
Spend
$1,602.53
Impressions
29,623
Clicks
1,057
CTR
3.57%
Leads
6
Cost per Lead
$267.09
Work Completed
- Created a new Google V2 ad account after the original was suspended for an "Advertiser Verification" policy violation, and got it approved to run
- Appealed and restored the original Google Ads account to good standing (flagged on a Saturday, approved by Wednesday)
- Lowered the target CPA on the main campaign to break through a spend ceiling
- 49 Google Ads changes recorded in the Aug 17-23 period: added startup-loan keywords, added exact-match negatives (grant/lender/competitor/low-intent), removed 3 keyword criteria, paused two campaigns, adjusted device bid modifiers/criteria
- Updated Search|General keyword match types, paused non-eligible keywords, added new keywords and negative keywords; expanded PMAX with new audience signal ad group and search themes
- Paused PMax that was stealing budget from Search, which had a bigger budget; removed target CPA since it was throttling budget; reviewed headlines
- Expanded PMax, created new ad group for audience signals
- Investigated and flagged that GTM code had been moved/misplaced on the website, affecting conversion tracking
- Verified the Bay Street Google Ads account
Microsoft Advertising (Bing) Performance
Spend
$1,033.20
Impressions
53,115
Clicks
1,121
CTR
2.11%
Leads
9
Cost per Lead
$114.80
Work Completed
- Reduced Search|General daily budget from $70 to $30; tightened grant/no-credit targeting via keyword pauses/negatives; added 4 new high-intent keywords plus "commercial company loans"; added +10% smartphone bid adjustment and a location extension
- Fit Google/Bing ad updates from Carmine
LinkedIn Ads Performance
Spend
$980.28
Impressions
110,544
Clicks
1,997
CTR
1.81%
Leads
0
Cost per Lead
N/A
Reddit Ads Performance
Spend
$322.32
Impressions
26,763
Clicks
245
CTR
0.92%
Leads
0
Cost per Lead
N/A
Facebook / Meta Ads Performance
Spend
$145.91
Impressions
4,251
Clicks
36
CTR
0.85%
Leads
0
Cost per Lead
N/A
📊 Campaign Results
| Campaign | Platform | Spend | Clicks | Leads | CPL |
|---|---|---|---|---|---|
| Ad Set - General | $980.28 | 1,997 | 0 | - | |
| Search | General | Bing | $953.93 | 835 | 9 | $105.99 |
| General | Search | $608.78 | 326 | 2 | $304.39 | |
| Search | General | $581.68 | 180 | 4 | $145.42 | |
| PMAX | Capital Loans | $349.37 | 544 | 0 | - | |
| Traffic Campaign | $322.32 | 245 | 0 | - | |
| Leads Campaign | Industry Specific | $121.43 | 25 | 0 | - | |
| PMAX | Capital Loans | Bing | $79.27 | 286 | 0 | - |
| Search | Working Capital Loans | High Intent | $59.57 | 5 | 0 | - | |
| Leads | General | $24.48 | 11 | 0 | - | |
| Search | Industry Specific | Construction Trucking Restaurant | $1.68 | 1 | 0 | - | |
| Search | SBA Loans | Government Backed | $1.45 | 1 | 0 | - | |
| Total | $4,084 | 4,456 | 15 | $272.28 |
🔍 Search Terms Driving Leads
| Search Term | Clicks | Leads | Spend |
|---|---|---|---|
| business financing options | 44 | 3 | $63.24 |
| business funding | 96 | 2 | $264.67 |
| asset based lending | 93 | 2 | $204.86 |
| business capital | 35 | 2 | $32.62 |
| apply for business loan | 141 | 1 | $266.02 |
| small business funding | 43 | 1 | $78.30 |
| start up funding for business | 30 | 1 | $83.58 |
| SBA loan for small business | 30 | 1 | $63.32 |
| low interest startup business financing | 19 | 1 | $25.11 |
| business capital | 1 | 1 | $19.65 |
⚠ Search Terms With Clicks but No Leads
| Search Term | Clicks | Leads | Spend |
|---|---|---|---|
| commercial credit solutions | 193 | 0 | $20.57 |
| business funding startup options | 44 | 0 | $50.47 |
| commercial loans | 36 | 0 | $84.18 |
| small business loans | 34 | 0 | $54.67 |
| SBA loans | 33 | 0 | $71.08 |
| apply for sba loan | 27 | 0 | $48.73 |
| startup capital sources small businesses | 23 | 0 | $41.82 |
| business loans for small businesses | 20 | 0 | $29.80 |
| small business funding | 19 | 0 | $71.25 |
| bay street lending | 19 | 0 | $31.04 |
| business finance providers | 19 | 0 | $3.15 |
| funding companies | 17 | 0 | $58.16 |
| small business grants | 13 | 0 | $27.72 |
| business loans near me | 13 | 0 | $21.71 |
| fast online business loans | 13 | 0 | $18.77 |
🎨 V2 Refreshed Meta Ad Content
New creative designs developed based on client feedback, with separate creative tracks for Bay Street Lending and Bay Street Capital.
Creative Work Completed
- Created V2 ad designs based on client feedback
- Created new Meta creatives for Bay Street Capital
- Created new Meta creatives for Bay Street Lending
✉ Re-engagement Email Campaigns
Created a 2-email / 2-SMS re-engagement workflow targeting past non-converted leads.
Re-engagement Email 1
Re-engagement Email 2
💬 Re-engagement SMS Campaigns
Re-engagement SMS 1
Re-engagement SMS 2
📰 July Recap Newsletter
Newsletter Design
Newsletter Stats
Newsletter Click Stats
Newsletter Work Completed
- Revamped the July Recap Newsletter per client's provided content
- Scheduled Bay Street July Recap Newsletter, QA'd by Lexie
- Edited July Recap Newsletter to correct Dental practice to $1.75MM
- Verified HTML newsletter Carmine sent
⭐ Leave a Review Email
Email Design
Email Stats
Email Link Clicks
Trustpilot / Reviews Work Completed
- Set up Trustpilot review email workflow, ready to go
- Sent Trustpilot review link and pulled together the funded-merchant contact list for review outreach
- Marketing team will trigger review emails for contacts whose funded amount is greater than zero and whose Trustpilot exclusion field is false
- Uploaded Trustpilot contact list on Melleka app, tagged, and scheduled Trustpilot email
✅ BBB Submission
Submitted the business profile to BBB. Awaiting confirmation of update received via info@baystreetlending.com.
📷 Social Media Posts
Ad creatives and content shared across social channels during this period.
⚙ CRM, Automations & Lead Management
- Confirmed SMS/email follow-up transition from JustCall to the Melleka App; updated first-message business-name handling to "BSL"
- Updated Lukewarm Lead Nurture workflow to add Emails #3 and #4
- Set up DND sync from the Melleka App to Salesforce (marks contacts "Do Not Call"); added filtering to prevent re-dialing already-contacted leads; built a workflow to mark contacts DND and notify internally on "STOP" replies; added DND rule for ineligible/not-a-fit contacts
- Created a 2-SMS / 2-email re-engagement workflow targeting past non-converted leads
- Created workflow adding contact as DND and alerting Hunter via internal notification that someone replied STOP
- Filtered out people who have been dialed more than once to not send them a duplicate message
- Looked into updating Salesforce to Do Not Call when contact is in DND on the Melleka App and implemented the workflow
- Created Zap to transfer closed leads from Salesforce to Melleka App, tag them, and let Emely know
- GQ the contact once determined that their business is too small or for any other reason
- Added Clicklease
📈 Reporting, QA & Strategy
- Delivered weekly performance recaps on Aug 25, Sep 1, Sep 8, Sep 14/15 covering Google, Meta, LinkedIn, Bing/Microsoft, and Reddit ads