April 9 Deliverables — Melleka Marketing

📈 Google Ads Performance

Total Spend

$1,535

30 days

Clicks

554

across 4 campaigns

Impressions

13,246

4.18% avg CTR

Conversions

all-conversions

CPA

$18.95

all-conversions

CPC

$2.77

average

Campaign	Status	Spend	Clicks	Conv	All Conv	CPA
AIA \| PMax #2	Active	$499	207	16	27	$18.48
Phone Promo \| PMax	Active	$415	183	28	31	$13.38
Phone Promo \| Search #2	Active	$396	79	15	16	$24.72
AIA \| Search (paused)	Paused	$225	85	1	7	$32.18
Total		$1,535	554	60	81	$18.95

Top Performer: Phone Promo | PMax leads with 31 all-conversions at $13.38 CPA — 46% cheaper than the AIA Search campaign. AIA PMax #2 also solid at $18.48 CPA.

Flag: AIA | Search was paused but burned $225 with only 1 standard conversion ($225 CPA). The 7 all-conversions at $32 are still the worst active-period CPA. Good decision to pause.

📱 Meta Ads Performance

Total Spend

$16,866

2 accounts combined

Clicks

8,763

across campaigns

Total Leads

693

form submissions

Cost Per Lead

$24.34

blended average

Campaign	Account	Spend	Clicks	Leads	CPL
INTERNET AIR BUSINESS - Dynamic	V1	$10,838	6,640	485	$22.35
CELL PHONE PROMO	V2	$6,027	2,123	208	$28.98
Total		$16,866	8,763	693	$24.34

Meta Lead Volume: 693 total leads across both accounts. AIA campaign generating leads at $22.35 CPL — significantly more efficient than Cell Phone Promo at $28.98. Consider shifting more budget to AIA Dynamic.

🔄 Google Ads Changes This Period

Apr 8: Campaign criteria updates on Phone Promo | PMax (location/audience targeting adjustments — 8+ criterion changes)
Apr 7: Phone Promo | PMax lead form asset created (Full Name, Phone, Email, Work Phone, Work Email, Company Name)
Apr 3: Bing Ads launched (separate platform)
Apr 3: Meta ads moved to new V2 account (Fiber Connect v2)
Mar–Apr: AIA Search paused, AIA PMax #2 launched, Phone Promo Search #2 launched

✅ Work Completed This Period

Google Ads

Reviewed Google ads with turbo agent — updated AIA search with higher intent phrases, added negative keywords for competitors and non-business intent
Launched Bing Ads (awaiting advertising approval)
Created AIA Search Lead Form campaign
Created Phone Promo PMax Lead Form asset

Meta Ads

Moved Meta ads over to new ad account (Fiber Sales V2)
Created new dataset and new FB page called Fiber Connect
Created spring-themed meta ad content (3 AIA + 3 Phone Promo variants)
Updated ad text correcting incorrect "$30 month" price

Website

Removed/corrected inaccurate "100 carriers" and "20+ years" claims, updated to conservative experience wording
Added asterisks and disclaimers on $15 and $30 pricing to Appna website
Made adjustments to Appna x AT&T and Fiber Sales AIA pages based on James feedback
Created landing pages for Fiber Sales (1 per vertical)
Finished AIA Google form

CRM / Automations

Created auto email campaign for each vertical (from lead form to email flow)
Made more GHL accounts and setup domains + emails
Set up Zoho notifications for agents on new leads + notified James
Created smartlists: invalid/bounced, unsubscribed, most engaged 6 months, clean contacts for Mike
Paused Phone Promo texting and relaunched AIA texting promo

Content / Creative

Created AIA SMS campaign (12 variants across 4 campaign sets)
Linked Gayle's Facebook onto Teledial account

🚀 Recommendations

1. Shift Meta Budget from Phone Promo to AIA

AIA Dynamic generates leads at $22.35 CPL vs Phone Promo at $28.98. A 20% budget shift would lower blended CPL while maintaining volume.

2. Scale Phone Promo | PMax on Google

Best CPA at $13.38 with 31 all-conversions. This campaign is outperforming all others. Consider increasing daily budget by 20-30%.

3. Monitor Bing Ads Launch

Bing Ads approved and launched — track initial performance over next 2 weeks before scaling.

4. Test Lead Form on PMax

New lead form asset added to Phone Promo PMax. Monitor lead quality vs. landing page leads over next 2 weeks.

5. Meta Leads CRM Flow Check

Meta leads not flowing into CRM yesterday — team investigating. Ensure all leads from V2 account are properly routed.

📈 Google Ads Performance (V3 Account)

Total Spend

$4,199

30 days

Clicks

799

across 3 campaigns

Impressions

45,147

1.77% avg CTR

Conversions

standard

All Conv

including secondary

Blended CPA

$56.74

under $75 goal ✅

Campaign	Status	Spend	Clicks	Conv	All Conv	CPA
Local PMAX General	Active	$2,985	447	58	59	$50.59
Local PMAX Expanded Locations	Active	$957	224	12	13	$73.65
Local PMAX General \| Wed & Thurs	Active	$256	128	2	2	$128.19
Total		$4,199	799	72	74	$56.74

CPA Under Goal: Blended CPA of $56.74 is well under the $75 target. Local PMAX General continues to be the workhorse at $50.59 CPA with 59 all-conversions.

Flag — Wed & Thurs Campaign: $256 spend with only 2 conversions ($128.19 CPA). Still early but running at 2.5x the goal CPA. Monitor closely over the next 2 weeks.

Expanded Locations: $73.65 CPA — just under the $75 goal. 13 all-conversions at acceptable cost. Continue monitoring.

📱 Meta Ads Performance

Total Spend

$2,715

30 days

Clicks

1,701

2.04% CTR

Leads

185

form submissions

Purchases

tracked sales

CPL

$14.67

per lead

CPA (Purchase)

$48.48

per sale

Campaign	Spend	Clicks	Leads	Purchases	CPL	CPA
Lead Campaign \| Sales vs Informative \| Top 14 States	$2,715	1,701	185	56	$14.67	$48.48

Meta Outperforming Google on Purchases: 56 tracked purchases at $48.48 CPA — cheaper than Google's $56.74. Plus 185 leads in the pipeline at only $14.67 CPL. Budget was recently shifted from Google to Meta — this validates that decision.

🔄 Google Ads Changes This Period

Apr 7: Campaign criterion updates on both Local PMAX General and Wed & Thurs campaigns (audience/location targeting adjustments — 10+ changes)
Mar 26: Local PMAX General — campaign criterion and asset group updates (creative refresh)
Ongoing: Reviewed content, moved budget from Google to Meta, allocated to better performing campaigns, expanded zip code areas for zip code campaign since CPL got high

📦 Product Updates

Omnipod 5 Recall: Omnipod recall notice deployed across all 3 sub-brands (SCD, GFCFS, DS4C). Email + SMS campaigns created and branded for each. Customers directed to omnipod.com for recalls.

Metronic Product Halt: Sin City no longer accepts Metronic products. Email + SMS campaigns created and deployed across all 3 sub-brands notifying customers.

Aviva Plus 100 Pricing: Updated to $40 across all 3 websites. April price list menus created and distributed.

✅ Work Completed This Period

Ads / Budget

Reviewed content, moved budget from Google to Meta, allocated to better performing campaigns, expanded zip codes
Launched Bing Ads (awaiting advertising approval)
Created spring-themed meta ad content (3 variants for SCD + branded versions for GFCFS and DS4C)

Email / SMS

Created Omnipod recall email + SMS for SCD, GFCFS, and DS4C
Created Metronic halt email + SMS for SCD, GFCFS, and DS4C
Scheduled Not Accepting Metronic email campaign
Created expired label email + SMS for SCD
Created expired label SMS and email branded for DS4C and GFCFS
Created SMS snippets for label about to expire and already expired (internal)
Created Spring Themed Email
Created spring themed sub-brand emails for GFCFS and DS4C
Created 30/60/90-day reminder emails for walk-in funnel
Created welcome and promotional emails for walk-in funnel

CRM / Automations

Created expired label workflow
Got list of people with expired return labels
Updated order stage field for returning walk-ins, added "walk in again" stage
Added "walk-in" as option on France's call list under follow up status
Investigated return-label-only sending in ShipStation
Added screening question to AI recruiter about 60-minute branch proximity
Completed walk-in funnel (7 touchpoints across 180 days)

Website

Updated Aviva Plus 100 to $40 on all 3 websites
Created April price list menus
Bought fastcashforstrips.com domain and set it up
Created website banners for Omnipod recall and Metronic halt

Content / Creative

Finalized business card design without shadow, added Mexico nearshoring indicator per Fernando
Created Walk in the Park ad copy using last year's pics for SDPF cross-promo

🚀 Recommendations

1. Continue Budget Shift to Meta

Meta producing purchases at $48.48 CPA with 185 additional leads in pipeline. Google at $56.74 blended. The shift is working.

2. Evaluate Wed & Thurs Campaign

$128 CPA after $256 spend — still early but 2.5x over goal. Give it 2 more weeks of data before deciding to pause or adjust.

3. Monitor Expanded Locations

$73.65 CPA is on the edge of the $75 goal. If it drifts over, tighten geographic targeting or reduce budget.

4. Deploy Expired Label Campaigns

Email + SMS content is ready for all 3 brands. List of expired labels is compiled. Schedule the blast this week.

5. Track Bing Ads Initial Performance

Bing Ads launched — monitor first 2 weeks of data before scaling. Bing typically delivers cheaper CPCs with lower volume.

📊 Current Performance Baseline

Google Ads Account: 5041018747

Total Spend

$578

2 active campaigns

Clicks

291

Search + PMax

All Conversions

118

combined

CPA

$4.90

all-conv avg

Campaign	Spend	Clicks	Conv	All Conv	CPA
Search \| Insurance	$425	116	3	40	$10.61
PMAX \| General	$154	175	2	78	$1.97
Total	$578	291	5	118	$4.90

Key Insight: PMAX General generates 78 all-conversions at $1.97 CPA — incredibly efficient. Search Insurance has 40 all-conversions at $10.61 — still good but 5x more expensive. The gap between standard conversions (5) and all-conversions (118) suggests most conversion actions are secondary goals.

Meta Ads

Total Spend

$1,302

2 campaigns

Clicks

694

combined

Leads

form submissions

CPL

$15.14

per lead

Campaign	Spend	Clicks	Leads	CPL
Leads Campaign \| Insurance	$895	494	46	$19.45
Traffic Campaign \| Insurance	$407	200	40	$10.18
Total	$1,302	694	86	$15.14

Traffic Campaign Outperforming Leads Campaign: Traffic | Insurance at $10.18 CPL is nearly 2x cheaper than Leads | Insurance at $19.45. This is a strong signal — the Traffic campaign is generating cheaper leads despite being optimized for traffic, not leads.

🔬 Google Ads A/B Test: Ad Copy Variants

Current ads have all "PENDING" performance labels — they need more data. Here are new A/B test variants to run alongside existing ads.

Ad Group: Insurance Agency Staffing

Current: $280 spend, 73 clicks, 2 all-conv ($140 CPA) — top spend ad group, needs optimization

Variant A — Cost Savings Lead

Headlines (30 char max)	Descriptions (90 char max)
Cut Insurance Staff Costs 70% Insurance Staffing From $8/hr Dedicated Insurance Team Pre-Vetted Insurance Agents Staff Your Agency This Week	Skip expensive US hiring. Get dedicated, pre-vetted insurance professionals starting at $8/hr. Full-time, your timezone. Remote insurance staff trained in claims, underwriting, and customer service. 2-week hiring guarantee or your money back.

Variant B — Speed & Trust Lead

Headlines (30 char max)	Descriptions (90 char max)
Hire Insurance Staff in 2 Wks 500+ Agencies Trust Us Licensed Insurance Talent No Recruiting Hassle Your Team, Your Timezone	Stop spending months recruiting. Get licensed, experienced insurance staff in your timezone within 14 days. No long-term contracts required. From customer service reps to claims processors — pre-vetted insurance talent ready to start. Request your staffing plan today.

Ad Group: Outsource & Remote Staffing

Current: $106 spend, 29 clicks, 36 all-conv ($2.95 CPA) — BEST performing ad group

Variant A — ROI / Scaling Lead

Headlines (30 char max)	Descriptions (90 char max)
Scale Without US Hiring Costs Remote Staff Starting $8/hr Outsource & Save 70% Dedicated Remote Teams Replace Temp Agencies	Why pay $25/hr+ when you can get dedicated, full-time remote staff for $8/hr? Same quality, your management, massive savings. Outsourced teams that work YOUR hours in YOUR timezone. Pre-vetted for insurance, customer service, admin, and data entry roles.

Variant B — Pain Point / Problem Lead

Headlines (30 char max)	Descriptions (90 char max)
Tired of High Turnover? Can't Find Reliable Staff? End the Hiring Cycle Staff That Actually Stays Stop Losing Money on Hiring	High turnover draining your budget? Our dedicated remote staff average 2+ year retention. Full-time, trained, and committed to your business. Recruiting is expensive, slow, and frustrating. We handle vetting, training, and matching — you get a productive team member in 14 days.

🔬 Meta Ads A/B Test: Creative & Copy Variants

Currently running 3 active ads across 3 ad sets. All ad sets target insurance professionals (job titles, employers, education). Here are new creative angles to test.

Test 1: Leads Campaign — New Ad Set with Cost-Focused Creative

Creative Angle: The Math Problem

Primary Text: You're paying $25-35/hr for insurance staff. We deliver the same quality for $8/hr. That's not a typo. Full-time, dedicated professionals trained in claims processing, customer service, and underwriting. Your timezone. Your management. Their talent. See the breakdown →

Headline: Insurance Staff at 70% Less

Description: Pre-vetted. Full-time. Your timezone.

A/B Headline Alt: $8/hr Licensed Insurance Talent

Creative Angle: The Frustration Mirror

Primary Text: Your last hire took 3 months to find, 2 weeks to train, and quit after 6 months. Sound familiar? We've placed 500+ insurance professionals who actually stay. Average retention: 2+ years. Full-time, remote, dedicated to your agency alone. Request your staffing plan (it's free) →

Headline: Stop the Insurance Hiring Cycle

Description: Hire once. Staff that stays.

A/B Headline Alt: 2+ Year Average Staff Retention

Test 2: Traffic Campaign — Scale What's Working

Creative Angle: Social Proof / Authority

Primary Text: "We replaced 3 US temp agencies with one Unleash team. Saved $180K annually and service levels actually improved." Insurance agencies across the US are discovering a better way to staff. Pre-vetted professionals starting at $8/hr. No recruiting. No headaches. Just results.

Headline: 500+ Agencies Made the Switch

Description: See why they chose Unleash

A/B Headline Alt: Save $180K+ on Staffing Costs

🧪 A/B Testing Implementation Plan

Phase 1: Google Ads (Week 1-2)

Insurance Agency Staffing: Add Variant A and B as new RSAs alongside existing ad. Let Google rotate and learn.
Outsource & Remote Staffing: This is already performing well ($2.95 CPA). Add variants but do NOT pause current ads. Let the system optimize.
Budget: No budget change needed. Same spend, better ads = lower CPA.
Success Metric: Reduce Insurance Agency Staffing CPA from $140 to under $50.

Phase 2: Meta Ads (Week 1-2)

Leads Campaign: Create new ad set with the 2 new creative angles. Keep existing ad set running. $15/day on new ad set.
Traffic Campaign: Add Social Proof creative as a new ad in existing ad set. Traffic campaign is outperforming Leads on CPL — lean into it.
Budget Shift: Consider moving $5/day from Leads Campaign to Traffic Campaign given the 2x CPL difference ($10.18 vs $19.45).
Success Metric: Get Leads Campaign CPL under $15 with new creatives. Scale Traffic Campaign while maintaining sub-$12 CPL.

Phase 3: Keyword A/B Tests (Week 2-3)

Current Keyword	Performance	Test Keyword	Rationale
"outsourced staffing solutions"	36 all-conv, $2.95 CPA ✅	"outsource insurance back office"	More specific to insurance niche
"remote insurance staff"	23 clicks, 0 all-conv ❌	"hire insurance staff remotely"	Action-oriented intent match
"insurance staffing agency"	17 clicks, 2 all-conv	"insurance staffing company near me"	Local intent + urgency modifier
"insurance recruitment agencies"	7 clicks, 0 all-conv ❌	PAUSE — reallocate budget	Low volume, zero conversions

📋 Testing Timeline & KPIs

Week 1 (Apr 9-15): Launch

Add all new RSA variants to Google Ads. Create new Meta ad set with fresh creatives. No budget changes yet.

Week 2 (Apr 16-22): Learn

Gather 500+ impressions per variant. Compare CTR, CPC, and conversion rates across variants. Begin keyword A/B tests.

Week 3 (Apr 23-29): Optimize

Pause underperforming variants (CTR below 5% or CPA 2x+ worse). Shift budget to winners. Implement keyword test results.

Week 4 (Apr 30+): Scale

Scale winning variants by 20-30% budget increase. Document learnings for next creative refresh cycle.

📏 Success Metrics

Platform	Metric	Current	Target
Google	Insurance Staffing CPA	$140.00	Under $50
Google	Outsource CPA (maintain)	$2.95	Under $5
Google	Overall CTR	10.7%	12%+
Meta	Leads Campaign CPL	$19.45	Under $15
Meta	Traffic Campaign CPL	$10.18	Under $12 (maintain)
Meta	Overall Lead Volume	86/month	100+/month

Fiber Sales — Meeting Deck

📈 Google Ads Performance

📱 Meta Ads Performance

🔄 Google Ads Changes This Period

✅ Work Completed This Period

Google Ads

Meta Ads

Website

CRM / Automations

Content / Creative

🚀 Recommendations

1. Shift Meta Budget from Phone Promo to AIA

2. Scale Phone Promo | PMax on Google

3. Monitor Bing Ads Launch

4. Test Lead Form on PMax

5. Meta Leads CRM Flow Check

Sin City Diabetics — Meeting Deck

📈 Google Ads Performance (V3 Account)

📱 Meta Ads Performance

🔄 Google Ads Changes This Period

📦 Product Updates

✅ Work Completed This Period

Ads / Budget

Email / SMS

CRM / Automations

Website

Content / Creative

🚀 Recommendations

1. Continue Budget Shift to Meta

2. Evaluate Wed & Thurs Campaign

3. Monitor Expanded Locations

4. Deploy Expired Label Campaigns

5. Track Bing Ads Initial Performance

Unleash Your Team — A/B Testing Plan

📊 Current Performance Baseline

Google Ads Account: 5041018747

Meta Ads

🔬 Google Ads A/B Test: Ad Copy Variants

Ad Group: Insurance Agency Staffing

Variant A — Cost Savings Lead

Variant B — Speed & Trust Lead

Ad Group: Outsource & Remote Staffing

Variant A — ROI / Scaling Lead

Variant B — Pain Point / Problem Lead

🔬 Meta Ads A/B Test: Creative & Copy Variants

Test 1: Leads Campaign — New Ad Set with Cost-Focused Creative

Creative Angle: The Math Problem

Creative Angle: The Frustration Mirror

Test 2: Traffic Campaign — Scale What's Working

Creative Angle: Social Proof / Authority

🧪 A/B Testing Implementation Plan

Phase 1: Google Ads (Week 1-2)

Phase 2: Meta Ads (Week 1-2)

Phase 3: Keyword A/B Tests (Week 2-3)

📋 Testing Timeline & KPIs

Week 1 (Apr 9-15): Launch

Week 2 (Apr 16-22): Learn

Week 3 (Apr 23-29): Optimize

Week 4 (Apr 30+): Scale

📏 Success Metrics