| Channel | Spend | Impressions | CTR | CPA | Status |
|---|---|---|---|---|---|
| Google Ads | R582,184 | 6.37M | 1.39% | R488.86 | Core engine |
| TikTok Ads | R50,660 | 9.55M | 0.12% | — | Awareness only |
| Meta Ads | R68,095 | 4.77M | 0.00% | — | No conversions |
| LinkedIn Ads | R82,361 | 2.25M | 1.02% | R876.16 | Improving |
| Microsoft Ads | R45,955 | 635K | 1.41% | R731.33 | Stable |
Quality over volume. CRM leads fell 56% YoY but the good-lead rate hit 75.15%, the strongest quality quarter on record. This is the strategy working as designed — tighter targeting delivering fewer, better-qualified prospects.
Google Ads is the engine. At R488 CPA across 1,191 platform conversions, Google delivers both volume and quality. PMax Growth Aspirational (R222 CPA) and PMax Pro Landing Pages (R325 CPA) are the standout campaigns.
YouTube is a brand success. 5.55M organic views at R115K ad spend is efficient brand delivery. The 30-second hero spot alone reached 2.43M views. YouTube should be formalised as a brand budget line with awareness KPIs.
Meta needs a creative reset. Q2 saw zero platform conversions from Meta. This is a creative volume problem, not a channel problem. A structured testing programme (4+ variants per fortnight) is the path back.
Measurement gap remains. 1,423 platform conversions vs 2,215 CRM leads points to attribution paths that need investigation. A cross-agency audit in Q3 is recommended.
RMB needs independence. At 86 leads per quarter, RMB is too small to optimise within the broader structure. Dedicated creative, landing pages, and budget from Q3.