Report Sections
Cross-Platform Overview
Google Ads Performance
Meta Ads Performance
Reddit Ads Performance
LinkedIn Ads Performance
Bing / Microsoft Ads Performance
Platform Comparison
SEO Overview
Top Google Ads Keywords
CRM, Automations & Salesforce
Email Marketing & Redesign
ChatGPT Ads Exploration
AI & Bot Deployment
Reporting & Deliverables
Social Media
Cross-Platform Overview
A snapshot of total marketing performance across all 5 active advertising platforms.
Total Spend
$2,729
5 Platforms
Total Clicks
2,013
Total Impressions
110.9K
Total Leads
37
Spend Distribution by Platform
Google Ads
Spend
$1,202.24
Clicks
614
Impressions
20,431
Leads
32
CTR
3.01%
CPC
$1.96
CPL
$37.57
Campaign Breakdown
| Campaign | Spend | Clicks | Impr. | CTR | CPC |
|---|---|---|---|---|---|
| Search | General | $797.58 | 185 | 1,941 | 9.53% | $4.31 |
| Search | Working Capital Loans | High Intent | $186.87 | 116 | 1,676 | 6.92% | $1.61 |
| PMAX | Capital Loans | $75.88 | 219 | 14,355 | 1.53% | $0.35 |
| Search | SBA Loans | Government Backed | $71.65 | 54 | 1,708 | 3.16% | $1.33 |
| Search | Industry Specific | Construction Trucking Restaurant | $70.26 | 40 | 751 | 5.33% | $1.76 |
| Total (5 Campaigns) | $1,202.24 | 614 | 20,431 | 3.01% | $1.96 |
Google Ads Work Completed
- Enabled AI Max (text asset automation + final URL expansion) on 2 campaigns: SBA Loans | Government Backed and Industry Specific | Construction Trucking Restaurant
- Paused 1 keyword in Search | General; added 2 negative keywords to SBA campaign
- Increased daily budgets on Search | General ($12 to $50/day), Working Capital Loans | High Intent ($2 to $10/day), and PMAX | Capital Loans ($2 to $5/day)
- Created new PMAX | Capital Loans campaign with asset group and location targeting
- Uploaded 10+ new image creatives for PMAX | Capital Loans
- Added multiple new keywords (business capital loans, sba loan requirements, sba loan) and negative keywords across campaigns
- Added UGC video to Google and Meta ads
- Weekly report delivered (Looker dashboard)
Meta Ads (Facebook & Instagram)
Spend
$127.92
Clicks
28
Impressions
3,582
Leads
0
CTR
0.78%
CPC
$4.57
Reach
2,923
Campaign Breakdown
| Campaign | Spend | Clicks | Impr. | Leads | CTR | CPC |
|---|---|---|---|---|---|---|
| Leads Campaign | Industry Specific | $110.53 | 19 | 2,945 | 0 | 0.65% | $5.82 |
| Leads | General | $17.39 | 9 | 637 | 0 | 1.41% | $1.93 |
| Total | $127.92 | 28 | 3,582 | 0 | 0.78% | $4.57 |
Meta Ads Work Completed
- "General Leads Ad", "Restaurant Ads", "Retail Ads", "Healthcare Ads", and "SBA Ads" all cleared review and went live
- New "SBA Ads", "Restaurant Ads", and "General Leads Ad" creatives started delivery
- Added UGC video to Meta ads
Meta campaigns are currently in the early optimization phase. With new creatives recently clearing review and going live, the platform is still in its learning period. Performance is expected to improve as campaigns gather more data and exit the learning phase.
Reddit Ads
Spend
$399.10
Clicks
304
Impressions
32,523
CTR
0.93%
CPC
$1.31
CPM
$12.27
Reddit Ads Work Completed
- Connected Google Tag Manager with Reddit; created and verified custom "leadform" conversion event
- Confirmed the leadform event is firing correctly and tracking conversions
Reddit conversion tracking is now fully operational. With the custom leadform event verified and firing correctly via GTM, we can now accurately measure lead form submissions directly attributed to Reddit campaigns. This is a strong foundation for optimizing spend and scaling what works.
LinkedIn Ads
Spend
$588.98
Clicks
397
Impressions
13,436
CTR
2.96%
CPC
$1.48
CPM
$43.84
Campaign Breakdown
| Campaign | Spend | Clicks | Impr. | CTR | CPC |
|---|---|---|---|---|---|
| Bay Street Lending | Website Visitors | $341.46 | 244 | 6,543 | 3.73% | $1.40 |
| Bay Street Lending | Brand Awareness | $155.44 | 81 | 4,580 | 1.77% | $1.92 |
| Bay Street Lending | Lead Generation | $92.08 | 72 | 2,313 | 3.11% | $1.28 |
| Total | $588.98 | 397 | 13,436 | 2.96% | $1.48 |
Bing / Microsoft Ads
Spend
$410.53
Clicks
670
Impressions
40,889
Leads
5
CTR
1.64%
CPC
$0.61
CPL
$82.11
Campaign Breakdown
| Campaign | Spend | Clicks | Impr. | Leads | CTR | CPC |
|---|---|---|---|---|---|---|
| Business Lending | Search | General | $177.94 | 316 | 16,403 | 3 | 1.93% | $0.56 |
| SBA Loans | Search | Government | $83.30 | 102 | 9,363 | 1 | 1.09% | $0.82 |
| Working Capital | Search | High Intent | $75.81 | 148 | 7,854 | 1 | 1.88% | $0.51 |
| Industry Specific | Construction Trucking | $43.11 | 62 | 4,872 | 0 | 1.27% | $0.70 |
| Equipment Financing | Search | $30.37 | 42 | 2,397 | 0 | 1.75% | $0.72 |
| Total | $410.53 | 670 | 40,889 | 5 | 1.64% | $0.61 |
Bing Ads Work Completed
- Completed domain verification for Bing Ads
- Launched and optimized Bing Ads campaigns (now actively running)
- Linked Bing Ads to Looker for dashboard reporting
- Created and tested Bing Ads conversion tracking, confirmed working
Platform Comparison
| Platform | Spend | Clicks | Impressions | CPC | CTR | Leads |
|---|---|---|---|---|---|---|
| $1,202.24 | 614 | 20,431 | $1.96 | 3.01% | 32 | |
| $127.92 | 28 | 3,582 | $4.57 | 0.78% | 0 | |
| $399.10 | 304 | 32,523 | $1.31 | 0.93% | 0 | |
| $588.98 | 397 | 13,436 | $1.48 | 2.96% | 0 | |
| Bing | $410.53 | 670 | 40,889 | $0.61 | 1.64% | 5 |
| Total | $2,728.77 | 2,013 | 110,861 | $1.36 | 1.82% | 37 |
Lowest CPC
Bing at $0.61 per click, delivering the most efficient cost-per-click across all platforms.
Most Clicks
Bing leads with 670 clicks, followed by Google at 614 and LinkedIn at 397.
Highest CTR
Google leads with 3.01% CTR, followed by LinkedIn at 2.96%. Both exceed industry benchmarks.
Most Conversions
Google dominates with 32 leads at $37.57 CPL, making it the primary conversion engine. Bing follows with 5 leads.
Most Impressions
Bing leads visibility with 40,889 impressions, followed by Reddit at 32,523 and Google at 20,431.
SEO Overview
Keywords at #1
87+
Total Keywords
500+
Industries Covered
12+
Position Distribution
Top Ranking Keywords (Sample)
| Keyword | Position | Search Volume |
|---|---|---|
| top reasons auto repair shops need working capital | #1 | 1,900 |
| top reasons landscaping companies need working capital | #1 | 880 |
| hvac companies working capital needs | #1 | 590 |
| top reasons salons need working capital | #1 | 480 |
| common reasons plumbing companies need working capital | #1 | 480 |
| landscaping industry needs for working capital | #1 | 480 |
| why plumbing businesses need working capital | #1 | 390 |
| hvac industry common reasons for needing working capital | #1 | 390 |
| auto repair industry top reasons for needing working capital | #1 | 390 |
| reasons hvac companies might need working capital | #1 | 390 |
| reasons plumbers need working capital | #1 | 320 |
| hvac industry reasons for needing working capital | #1 | 260 |
| refrigeration industry working capital needs | #1 | 260 |
| common reasons landscaping companies need working capital | #1 | 260 |
| top reasons hvac businesses need working capital | #1 | 260 |
Bay Street Lending dominates organic search for working capital and industry-specific lending keywords across auto repair, HVAC, landscaping, plumbing, salons, electrical, roofing, property management, and more. With 87+ keywords at the #1 position, the SEO content strategy is producing strong organic visibility.
Top Google Ads Keywords (Paid Search)
| Keyword | Campaign | Match | Clicks | Impr. | CTR | Spend |
|---|---|---|---|---|---|---|
| small business loans | Search | General | Phrase | 77 | 2,025 | 3.80% | $225.71 |
| working capital loans | Working Capital | High Intent | Phrase | 52 | 966 | 5.38% | $59.82 |
| business loans | Search | General | Phrase | 44 | 1,627 | 2.70% | $158.09 |
| sba loans | SBA Loans | Government Backed | Phrase | 33 | 1,611 | 2.05% | $53.35 |
| sba loan | SBA Loans | Government Backed | Phrase | 17 | 750 | 2.27% | $34.56 |
| construction loan | Industry Specific | Phrase | 14 | 1,131 | 1.24% | $28.57 |
| working capital loan | Working Capital | High Intent | Phrase | 12 | 247 | 4.86% | $15.49 |
| business capital loans | Working Capital | High Intent | Phrase | 10 | 233 | 4.29% | $11.09 |
| small business lending | Search | General | Phrase | 10 | 302 | 3.31% | $31.42 |
| sba loan requirements | SBA Loans | Government Backed | Phrase | 9 | 517 | 1.74% | $12.83 |
| restaurant loan | Industry Specific | Phrase | 8 | 263 | 3.04% | $13.28 |
| business capital | Working Capital | High Intent | Phrase | 7 | 188 | 3.72% | $10.30 |
| capital loan | Working Capital | High Intent | Phrase | 7 | 134 | 5.22% | $8.22 |
| business loan | Search | General | Phrase | 6 | 378 | 1.59% | $20.04 |
| trucking business loans | Industry Specific | Phrase | 5 | 95 | 5.26% | $8.70 |
CRM, Automations & Salesforce
Work Completed
- Evaluated Zapier vs. Cloud Code for pushing attribution data into Salesforce; reported recommendation
- Mapped Facebook form fields for all active forms
- Resolved Salesforce channel attribution issue; pulled into main reporting column
- Added "Inbound" boolean field to Salesforce for easier inbound lead identification
- Audited Salesforce automations and routing logic for leads
- Requested conversion tracking code installation on Bay Street's website
Automation: Lukewarm Lead Nurture
Purpose
Previously, lukewarm leads (leads that showed interest but the timing wasn't right) had no automated follow-up. The team had to manually send re-engagement emails one by one. This automation now handles the entire re-engagement sequence automatically, so you no longer need to send the emails manually.
How It Works
Lead Status Changes to "Closed, Not Converted"
→
SMS #1 Sent
→
Wait 5 Min
→
Email #1 Sent
→
Wait 30 Days
→
Status Check
If the lead status is still "Waiting, Application Started", a follow-up SMS is sent. If not, the workflow branches into a continued SMS and email nurture sequence.
Key Improvements
- No longer requires manual email sends for lukewarm leads
- SMS sequences added to complement every email touchpoint
- Conditional branching based on lead status ensures relevant messaging
- Emails upgraded from plain text to fully branded, responsive design (optimized for desktop and mobile)
Lukewarm Lead Nurture Workflow
Lukewarm Lead SMS Templates
SMS #1
SMS #2
Lukewarm Lead Email Templates (Redesigned)
Email #1 (Redesigned)
Email #2 (Redesigned)
Email Redesign: Before vs. After
Before (Plain Text)
After (Branded & Responsive)
Automation: Facebook Lead Nurture
Purpose
Automatically nurtures new leads that come in through Facebook lead forms. When a new lead submits a Facebook form, the system immediately sends a welcome SMS, followed by a branded email, then continues with a timed SMS and email sequence over 30+ days.
How It Works
Facebook Lead Form Submitted
→
SMS #1 (Instant)
→
Wait 5 Min
→
Email #1
→
Wait 30 Days
→
SMS #2 + Email #2
Facebook Lead Nurture Workflow
FB Lead Nurture SMS Templates
SMS #1
SMS #2
FB Lead Nurture Email Templates
Email #1
Email #2
Email Marketing & Redesign
- Redesigned follow-up email template (Lukewarm Lead Nurture): same content, revamped design, optimized for desktop and mobile
- Redesigned Lukewarm Lead Nurture #3 by HTML
- Transferred Lukewarm Lead Nurture Email #1 (revamped) into Melleka App, optimized for desktop and mobile
- Designed Lukewarm Lead Emails #1 and #2 (new visual redesigns) and SMS templates
Email Template Upgrade
The previous follow-up emails were plain text, which made them hard to read and visually unengaging on mobile devices. All email templates were redesigned with branded visual layouts, clear CTAs, and responsive formatting that adapts to both desktop and mobile screens.
Before (Plain Text Format)
After (Branded, Responsive)
ChatGPT Ads Exploration
- Added Carmine to ChatGPT Ads Manager account
- Attempted to run ChatGPT ads for Bay Street Lending. Financing industry ads are currently unavailable on the platform. The team will continue testing as eligibility expands.
ChatGPT Ads is a new advertising platform by OpenAI. Bay Street Lending was set up and ready to run, but the financing/lending industry is not yet eligible for ads on the platform. We will continue monitoring for when the category opens up and launch immediately once available.
AI & Bot Deployment
- Trained and deployed the Melleka AI bot with both voice and text capabilities for social channel replies
- Researched AI Reddit engagement tools (Reply Guy, Reply Agent, Replymer) for organic Reddit strategy
- Requested Bay Street's AI bot script for reference
Reporting & Deliverables
- Delivered Bay Street Lending Performance Report (June 29 to July 12) as a branded deck + PDF
- Weekly update for July 6 to 12 posted to channel
- Weekly update for July 13 to 19 posted across channels
- Weekly Looker dashboard report delivered
Social Media
- Published 2 Facebook Posts + 2 LinkedIn Posts
- Discussed adding deal announcements and case studies to social content (client request noted for upcoming content calendar)