Event Services and Sales PMax consistently deliver the lowest CPAs across the entire account — all year long.
These two campaigns account for the majority of real leads at predictable CPAs. Every dollar here has a proven track record. Protect these budgets and push more into them.
Two months running with zero conversions. The clicks are there — something is breaking at the conversion point.
| Ad Group | Spend | Clicks | Conv | Verdict |
|---|---|---|---|---|
| Fan Zone Experiences | $232 | 54 | 0 | Pause |
| Sponsor & Brand Activations | $48 | 10 | 0 | Pause |
| Corporate Entertainment | $24 | 6 | 0 | Pause |
Pause this campaign and reallocate the ~$150/mo budget to Event Services. If LAPP wants to pursue sports activations, the landing page and ad copy need a full rework — the traffic is interested but the post-click experience isn't converting.
Sales PMax just cut its cost-per-lead in half. The algorithm is learning and improving.
| Campaign | May Spend | Conversions | CPA | vs April |
|---|---|---|---|---|
| Sales PMax-1 | $218 | 10 | $22 | ▼ 48% |
| Software Ads | $216 | 3 | $72 | Back Online |
| Event Services | $226 | 3 | $75 | Early Month |
| CASA PMax | $140 | 2 | $70 | Recovered |
Sales PMax is hitting its stride right as event season ramps up. Software Ads came back to life after a quiet April. The trend is moving in the right direction.
LAPP ranks #1 for multiple high-intent keywords — every one of these is free traffic that doesn't cost a click.
LAPP just cracked the first page of Google for their highest-volume keyword at 6,600 monthly searches. This is the equivalent of thousands of dollars in free Google Ads clicks every month. Continued SEO investment here has massive ROI potential.
Event planners research at their desks, not on their phones. The data confirms it.
Apply a +15% bid adjustment for desktop across Event Services and Sales PMax campaigns. This pushes more budget toward the device that actually converts, without cutting mobile entirely.
March was productive with 4 conversions. April dropped to zero real leads despite continued spend.
CASA campaigns had engagement (micro-conversions appeared) but no real leads in April. Two options: (1) Maintain current budget and give it another month to recover like March, or (2) Shift $100/mo to Sales PMax where the CPA is proven. May is already showing 2 CASA conversions — early signs of a comeback.
We've lost access to the Meta Ads account since late March. We cannot see performance, optimize, or make any changes.
Without access, Meta campaigns could be spending budget with no oversight. We need LAPP to re-authorize our access in Meta Business Manager so we can audit what's running, pause anything wasteful, and get Meta back on track alongside Google.
No extra budget required — just smarter distribution from underperformers to proven winners.
By moving $250/mo from campaigns with zero conversions into campaigns averaging $22-$40 CPA, we project 6-8 additional leads per month at no extra cost. This is pure efficiency.
Eight talking points distilled into action items