Unleash Your Team — Performance Deep Dive

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Executive Summary

Meta Ads Driving Lead Volume

53 leads generated at $52.76 CPL over 60 days from Meta. Insurance V2 campaign (launched Apr 28) is the standout at $36.98 CPL — 22% cheaper than the original Insurance campaign ($47.26 CPL).

Google Ads Conversion Tracking Gap

Google shows only 3 PRIMARY conversions on $407 spend, but 125 ALL conversions across 12 different actions — most are SECONDARY (page views, local engagements). Only "Calls from ads" (3) is primary. Form fills and consultations are being tracked but NOT set as primary bidding goals.

Combined Platform Snapshot

Total 60-day spend: $3,204. Total tracked leads: 53 Meta + 3 Google calls = 56 combined. Blended CPL: ~$57. Google PMax burning 28% of budget on Display/Content network with 0 primary conversions from those placements.

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Multi-Window Overview — Combined Platforms

60-Day Window

Apr 4 — Jun 2

$3,204

Total Spend

Clicks
3,349

Impressions
105K

Meta Leads
53

Google Calls
3

30-Day Window

May 4 — Jun 2

$1,480

Total Spend

Clicks
1,427

Impressions
47.9K

Meta Leads
24

Google Calls
0

15-Day Window

May 19 — Jun 2

$713

Total Spend

Clicks
520

Impressions
15.2K

Meta Leads
12

Google Calls
0

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Google Ads Deep Dive

Window	Spend	Clicks	Impressions	CTR	CPC	Std Conv	All Conv	Imp. Share
60 Day	$407.36	290	13,792	2.10%	$1.40	3	125	~10%
30 Day	$98.37	104	8,585	1.21%	$0.95	2	30	~10%
15 Day	$20.96	12	533	2.25%	$1.75	0	7	—

Campaign Breakdown (60 Days)

Campaign	Type	Status	Spend	Clicks	Impr	CTR	CPC	Std Conv	All Conv
PMAX \| General	PMax	Enabled	$262.53	238	13,288	1.79%	$1.10	3	115
Search \| Insurance	Search	Enabled	$144.82	52	504	10.32%	$2.79	0	10
Total			$407.36	290	13,792	2.10%	$1.40	3	125

Conversion Action Breakdown (60 Days)

Action	Primary?	Std Conv	All Conv	Notes
Calls from ads	Yes	3	3	Phone calls directly from ad extensions
Local actions — Other engagements	No	0	38	GBP interactions (clicks to call, directions)
request_a_consultation (GA4)	No	0	30	Consultation form page view event
ads_conversion_Sign_up_1 (GA4)	No	0	15	Sign-up event from GA4
Contact (Page load /request-a-consultation/)	No	0	14	Page load — NOT a true form submit
About Us	No	0	6	About page visits
Contact Us	No	0	5	Contact page visits
Clicks to call	No	0	4	GBP phone clicks
Contact Us (1)	No	0	4	Duplicate contact tracking
About Us (1)	No	0	2	Duplicate about tracking
Local actions — Directions	No	0	2	GBP direction requests
Local actions — Website visits	No	0	2	GBP website clicks
Total		3	125

PMax Network Distribution (60 Days)

Search

$94.88

33 clicks · 3 std conv

Content/Display

$72.79

121 clicks · 0 std conv

Search Partners

$53.33

37 clicks · 0 std conv

Discover

$34.26

24 clicks · 0 std conv

Maps

$3.33

18 clicks · 42 all conv

YouTube

$3.95

5 clicks · 0 std conv

PMax Network Concern

Only 36% of PMax spend goes to Search (where all 3 primary conversions came from). Content/Display (28%) and Search Partners (20%) generated 0 primary conversions on $126 combined spend. Maps generates 42 all_conversions (local engagements) but these are page views, not leads.

Keyword Performance — Search Campaign (60 Days)

Keyword	Match	Clicks	Impr	CTR	CPC	Spend
insurance staffing solutions	Phrase	16	174	9.20%	$2.83	$45.23
insurance recruitment agencies	Phrase	12	116	10.34%	$2.65	$31.79
remote insurance staff	Phrase	7	81	8.64%	$3.05	$21.35
insurance virtual assistant	Phrase	8	40	20.00%	$2.54	$20.35
insurance agency staffing	Phrase	4	19	21.05%	$3.04	$12.15
insurance staffing agencies near me	Phrase	4	38	10.53%	$2.74	$10.95
insurance agency bpo	Phrase	1	36	2.78%	$3.00	$3.00

Keyword Spotlight: "insurance virtual assistant"

20% CTR — highest intent keyword. Industry CPC is $27+ on SEMrush but we're getting clicks at $2.54. "insurance agency staffing" also at 21% CTR. These high-intent terms confirm the audience is finding and clicking — the conversion gap is a tracking issue, not a targeting issue.

Device Distribution (60 Days — All Campaigns)

Mobile

87.2%

253 clicks · $350 spend · 3 conv

Desktop

6.9%

20 clicks · $43 spend · 0 conv

Tablet

5.9%

17 clicks · $14 spend · 0 conv

Day-of-Week Performance (60 Days)

Day	Spend	Clicks	Impr	Std Conv	All Conv	CPC
Monday	$94.57	46	1,219	1	31	$2.06
Tuesday	$72.68	30	919	2	17	$2.42
Wednesday	$57.43	40	977	0	16	$1.44
Thursday	$31.78	19	860	0	22	$1.67
Friday	$40.80	36	1,506	0	6	$1.13
Saturday	$46.25	41	3,611	0	9	$1.13
Sunday	$63.86	78	4,700	0	24	$0.82

Day-of-Week Insight

All 3 primary conversions occurred on weekdays (Mon 1, Tue 2). Weekend spend is heavily PMax Display/Maps traffic (Sunday has the highest clicks at $0.82 CPC but 0 primary conversions). Consider weekday-only ad scheduling for Search campaigns.

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Meta Ads Deep Dive

Window	Spend	Clicks	Impr	CTR	CPC	Leads	CPL	Reach
60 Day	$2,796.19	3,059	91,238	3.35%	$0.91	53	$52.76	53,278
30 Day	$1,381.18	1,323	39,287	3.37%	$1.04	24	$57.55	24,806
15 Day	$691.68	508	14,645	3.47%	$1.36	12	$57.64	9,404

Campaign Performance Comparison

Campaign	Window	Spend	Clicks	Leads	CPL	CTR	CPC
Leads \| Insurance V2 Launched Apr 28	60d	$887.63	277	24	$36.98	2.04%	$3.20
	30d	$802.93	228	20	$40.15	1.93%	$3.52
	15d	$499.92	104	10	$49.99	1.71%	$4.81
Leads \| Insurance Original	60d	$1,370.41	543	29	$47.26	2.03%	$2.52
	30d	$340.89	122	4	$85.22	1.99%	$2.79
	15d	$106.87	39	2	$53.44	2.66%	$2.74
Traffic \| Insurance Awareness	60d	$538.15	2,239	0	—	4.40%	$0.24
	30d	$237.36	973	0	—	4.56%	$0.24
	15d	$84.89	365	0	—	5.15%	$0.23

V2 Campaign — Clear Winner

Insurance V2 generates leads at $36.98 CPL vs V1's $47.26 CPL — 22% cheaper. V2 is now driving 45% of all Meta leads despite being only 36 days old. Budget has shifted heavily toward V2 ($803 of $1,381 in last 30d).

V1 Campaign — CPL Rising

V1's 30-day CPL spiked to $85.22 (only 4 leads on $341 spend) — nearly double the 60-day average of $47.26. Budget was correctly reduced but it's still spending $107 in the last 15 days for 2 leads. Consider pausing if V2 can absorb volume.

Traffic Campaign — $0.24 CPC

Driving massive awareness at $0.24 CPC and 4.40% CTR. Zero direct leads from this campaign but it builds remarketing audiences and keeps the brand visible. At $538 over 60 days ($9/day), it's cheap awareness.

Meta Engagement Breakdown (60 Days)

Total Leads

53

Landing Page Views

1,006

LPV from Traffic campaign

Post Reactions

100

Post Saves

60

Video Views

87

Reach

53.3K

Avg frequency: 1.71

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Google Ads Change History (Last 14 Days)

Jun 2

Added negative keyword "premier veba" (Exact) to Search | Insurance — ad group level

Jun 2

Added negative keyword "virtual assist arity app" (Exact) to Search | Insurance — ad group level

Jun 2

Created new RSA ad in Search | Insurance — Headlines include: "Insurance Admin Support", "Insurance Virtual Assistants", "Experienced Insurance VAs", "Pre-Trained Insurance VAs", "Your VA Starts In Days"

Jun 2

Created new RSA ad in Search | Insurance — Headlines include: "Hire Insurance VAs Today", "Dedicated Insurance Assistants", "Remote Insurance Support Team", "Streamline Your Agency"

Jun 2

Added new keyword "insurance staffing solutions" (Phrase) to Search | Insurance

Jun 2

Added new keyword "insurance recruitment agencies" (Phrase) to Search | Insurance

Jun 2

Added new keyword "remote insurance staff" (Phrase) to Search | Insurance

Jun 2

Added new keyword "insurance agency bpo" (Phrase) to Search | Insurance

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SEO Rankings Snapshot

Organic Overview

20 organic keywords tracked. No keywords in top 10. Best positions: "virtual csr" (#19), "your scalable virtual staffing solution" (#22), "virtual insurance csr" (#22). The main money keyword "insurance virtual assistants" (260 monthly searches, $15.23 CPC) is at position 36 — significant opportunity to push into page 1.

Keyword	Position	Monthly Vol	CPC	URL
insurance virtual assistants	#36	260	$15.23	/insurance-virtual-assistants/
insurance agency virtual assistant	#37	210	$18.91	/insurance-virtual-assistants/
virtual assistant benefits	#54	170	—	/benefits-of-hiring-a-virtual-assistant...
virtual insurance assistant	#72	170	$27.38	/insurance-virtual-assistants/
virtual assistant for insurance agency	#56	170	$31.62	/insurance-virtual-assistants/
extend your team	#35	140	—	/about-us-virtual-staffing/
insurance for virtual assistants	#46	90	$15.23	/insurance-virtual-assistants/
virtual assistant team	#43	50	$19.81	/executive-virtual-assistant/
virtual csr	#19	30	$8.23	/csr-staffing/
virtual insurance csr	#22	30	$11.29	/csr-staffing/

SEO Opportunity: 1,020+ Monthly Searches Within Reach

Top 5 insurance VA keywords (260+210+170+170+170 vol) are all position 35-72. Moving even 2 of these to page 1 would capture significant organic traffic worth $15-31 CPC per click. The /insurance-virtual-assistants/ page ranks for 7+ keywords — strengthening that single page with better content, internal links, and backlinks could move all of them simultaneously.

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Work Completed — 14 Notion Tasks (Apr 4 – Jun 2)

Google & Meta Ads

Make Ad Changes

May 1

Create A/B Testing provided by Sir Sam

Apr 30

Design Updates

Apr 18

Add new UGC video to Google Ads

Apr 14

Add new UGC video to Meta Ads

Apr 10

SEO

Run SEO audit, fix errors, and create 10 blog posts

May 16

Run site audit, fix errors, and create 10 SEO pages

Apr 7

CRM & Lead Management

Add duplicate leads to the exclusion list

May 22

Created exclusion list for spam leads

May 11

Email & SMS

Make edits to MMS and wrote snippet (ready to be used whenever client needs)

May 18

Mass MMS

May 4

Resolve email issue — share our findings and have their IT dept do it

Apr 28

Content & Creative

Take video and chop it up using the most important parts, add music, then have David add captions

Apr 10

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Strategic Recommendations

1. Fix Google Ads Conversion Tracking (Critical)

Only "Calls from ads" is PRIMARY. The request_a_consultation event (30 all_conv) and Sign_up_1 event (15 all_conv) should be set as PRIMARY so the bidding algorithm can optimize for real leads. Without this, PMax is optimizing for Maps engagements and page views instead of form submissions.

2. Reduce PMax Display/Content Leak

28% of PMax spend ($72.79) goes to Content/Display and 20% ($53.33) to Search Partners — both networks generated 0 primary conversions. All 3 primary conversions came from Google Search. The URL exclusion list and audience signals need tightening.

3. Scale Meta V2 Campaign

Insurance V2 at $36.98 CPL is 22% cheaper than V1. It's only 36 days old and already generating 45% of all Meta leads. Increase V2 budget to $30-40/day and reduce V1 to $5/day or pause it. V2 has proven its audience targeting is more refined.

4. SEO Power Play: /insurance-virtual-assistants/

This single page ranks for 7+ keywords with a combined 1,020+ monthly searches. It's at position 36-72 for most of them. Adding 1,000-2,000 words of expert content (case studies, FAQ, comparison tables), plus 5-10 internal links from blog posts, could push 2-3 keywords to page 1 within 60-90 days.

5. Add Search Campaign Budget

Search | Insurance has a 10.32% CTR at $2.79 CPC — exceptional performance. But it only spent $5.09 in the last 30 days (nearly zero). The impression share is ~10%, meaning we're showing for only 1 in 10 searches. Even adding $10/day would 3x the Search visibility.

6. Evaluate Traffic Campaign ROI

Traffic | Insurance spent $538 over 60 days with 0 direct leads. It drives 2,239 clicks at $0.24 CPC (great awareness) but the question is: are these visitors converting later? Check GA4 assisted conversions to determine if this campaign deserves continued spend or if the budget is better allocated to V2 leads.