June 22, 2026 - Initial Campaign Launch
Campaign Launch
Created "Website Visits" Campaign
Objective: Website Visits | Bid Strategy: Maximum Delivery | Daily Budget: $30/day | Cost Type: CPM | Format: Sponsored Updates
Targeting Setup
Configured Campaign Targeting for Business Lending Audience
Geographic, industry, and job function targeting configured for lending prospects across relevant business sectors
Ad Set Created
Created "Ad Set - General" Ad Set
Broad business lending audience | Sponsored Update format | CPM billing | Objective: Website Visits
Ad Creative
Designed and Uploaded Ad Creatives for General Ad Set
Sponsored Update ads with landing page destination | Ad copy and images created for business lending messaging
Ad Set Created
Created "Ad Set - Small Business" Ad Set
Small business-focused targeting segment | Sponsored Update format | CPM billing | Objective: Website Visits
Ad Creative
Designed and Uploaded Ad Creatives for Small Business Ad Set
Sponsored Update ads targeting small business owners | Custom ad copy and imagery for SMB audience
Ad Set Created
Created "Ad Set - Construction" Ad Set
Construction industry-specific targeting | Sponsored Update format | CPM billing | Objective: Website Visits
Ad Creative
Designed and Uploaded Ad Creatives for Construction Ad Set
Sponsored Update ads targeting construction industry | Industry-specific ad copy and visuals for construction companies seeking capital
Budget
Set Initial Campaign Budget to $30/day
Budget allocated across 3 ad sets: General, Small Business, and Construction | Maximum Delivery bid strategy for full daily spend
Early July 2026 - Performance Monitoring
Optimization
Monitored Initial Campaign Performance and Audience Engagement
General ad set: 1.77% CTR, $1.41 CPC | Small Business ad set: 1.88% CTR, $1.48 CPC | Construction ad set: 1.00% CTR, $3.29 CPC (underperforming)
Mid-July 2026 - Performance Analysis
Analysis
Reviewed 3-Week Performance Data Across All Ad Sets
Construction ad set identified as underperformer ($3.29 CPC vs $1.41 General, 3.3x higher cost per click) | Small Business showing best engagement rate at 1.88% CTR | Total spend at ~$500 across all ad sets | Data used to inform Phase 2 strategy pivot
July 30, 2026 - Strategic Pivot to Conversions
Strategy Change
Strategic Pivot: Created New "Website Conversions" Campaign
Shifted objective from Website Visits to Website Conversions to optimize for lead generation | New campaign structure built with conversion-focused bidding and optimization
Campaign Setup
Configured Conversion Tracking and Optimization
Website conversion events configured | Campaign set to optimize for conversion actions on baystreetlending.com | CPM cost type maintained for awareness + conversion balance
Ad Set Created
Created New "Ad Set - General" Under Website Conversions Campaign
Rebuilt general audience targeting optimized for conversions | Sponsored Update format | Daily Budget: $30/day | Applied learnings from Phase 1 top-performing segments
Ad Creative
Designed and Uploaded New Ad Creatives for Conversions Campaign
New Sponsored Update ads with conversion-optimized messaging | Updated landing page destinations for lead capture | Fresh ad copy and imagery focused on loan application CTAs
Targeting Refined
Refined Audience Targeting Based on Phase 1 Learnings
Applied insights from Website Visits campaign | Narrowed targeting to highest-performing segments from General and Small Business ad sets | Deprioritized Construction vertical based on underperformance data
Budget
Allocated $30/day Budget to New Conversions Campaign
Budget shifted from Website Visits to Website Conversions campaign | Consolidated spend on conversion-optimized delivery for higher ROI
Status Change
Paused "Website Visits" Campaign
Paused after $933.57 total spend | 36,305 impressions | 648 clicks | 1.78% avg CTR | Phase 1 data captured and applied to Phase 2 targeting strategy
Mid-August 2026 - Optimization & Creative Refresh
Optimization
Mid-Campaign Performance Review and Optimization
Website Conversions campaign showing dramatic improvement: CPC dropped from $1.41 to $0.48 (66% reduction) | CPM improved from $24.92 to $7.54 (70% reduction) | 4 social engagements recorded | Campaign pacing analyzed and confirmed on track
Late August 2026 - Creative Refresh
Ad Creative
Refreshed Ad Creatives and Copy for Conversions Campaign
Updated ad images and copy to prevent creative fatigue | Tested new messaging angles for business lending | Maintained conversion-focused CTAs while refreshing visual presentation
September 2026 - Ongoing Management
Optimization
Ongoing Bid and Delivery Optimization
Campaign averaging $17.50/day spend | 4,176 total clicks to landing page | Avg 14.5 second dwell time on landing page (strong engagement signal) | Delivery pacing optimized for consistent daily performance
Analysis
End-of-Period Performance Analysis and Reporting
Total platform spend: $2,928.24 | Phase 2 outperforming Phase 1 across all metrics: 6.4x more clicks, 66% lower CPC, 74% lower CPM | Recommended continued scaling of Conversions campaign with expanded audience testing