Proof Booked The Call. Your Number Bought App Taps.
How the 9-video SAG campaign has performed since it went live on 2 Oct 2026. This report covers the ads only: what they cost, who saw them, which videos and words worked, and where to move the money.
The short answer
In 11 days the campaign spent $659.16, reached 6,487 Pennsylvania adults about 2.35 times each, and Meta reports 6 leads ($109.86 each) and 1 booked call. The Proof angle is winning. It has the cheapest reach ($33.37 CPM), 3 leads at $70.60 each, and the only booked call. Private & Quiet is close behind with 3 leads at $76.14. Your Number spent $218.95 and produced 0 leads. Its click rate looks great, but 116 of its 155 link clicks came from Audience Network game and app placements. Those placements took 2.5% of the money, 48% of all link clicks and 0 leads. On Facebook and Instagram alone, the real link click rate is 1.25%, not 2.26%.
The full numbers
Everything Meta reports for the campaign since launch. Leads and booked calls are counted exactly as Meta reports them. Landing page views are the people who clicked and waited for the page to load.
| Metric | Since launch 2 to 12 Oct | Last 7 days 5 to 11 Oct | 7 days before live 2 to 4 Oct | Change |
|---|---|---|---|---|
| Spend | $659.16 | $416.03 | $204.56 | n/a |
| Spend per day | $59.92 | $59.43 | $68.19 | n/a |
| Impressions | 15,232 | 9,355 | 5,207 | n/a |
| Reach | 6,487 | 4,017 | 3,228 | n/a |
| Frequency | 2.35 | 2.33 | 1.61 | n/a |
| CPM | $43.27 | $44.47 | $39.29 | ▲ 13% |
| CTR, all clicks | 2.97% | 3.19% | 2.67% | ▲ 19% |
| CTR, link clicks | 2.26% | 2.54% | 1.88% | ▲ 35% |
| CPC, all clicks | $1.46 | $1.40 | $1.47 | ▼ 5% |
| CPC, link clicks | $1.91 | $1.75 | $2.09 | ▼ 16% |
| Landing page views | 271 | 191 | 71 | n/a |
| Leads (Meta) | 6 | 5 | 0 | n/a |
| Booked calls (Schedule) | 1 | 1 | 0 | n/a |
Green means the last 7 days improved on the week before; red means it got worse. Change is shown for rates and costs only, because the earlier window had just 3 live days.
Day by day
Spend held near the $60 a day budget. The big jump in clicks on 5 and 6 Oct came almost entirely from Audience Network. Meta has since moved money away from it, so the all-placement click rate has fallen back to the Facebook and Instagram rate. Hover or tap any day for the full numbers.
Daily spend
Link click rate
CPM
Angle scorecard
Each angle is its own ad set at $20 a day, with three videos, two headlines and two primary texts mixed by Meta. Ranked by cost per lead, because a lead is worth more than a click.
| Angle | Spend | Impr | CPM | CTR all | Link CTR | Link CTR FB+IG | $ / link click | LP views | Leads | Booked | $ / lead | Last 7d spend · leads | Call |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Proof | $211.79 | 6,347 | $33.37 | 2.65% | 1.39% | 1.39% | $2.41 | 78 | 3 | 1 | $70.60 | $138.11 · 3 | SCALE |
| Private & Quiet | $228.42 | 4,370 | $52.27 | 2.77% | 2.33% | 1.34% | $2.24 | 77 | 3 | 0 | $76.14 | $137.34 · 2 | KEEP |
| Your Number | $218.95 | 4,515 | $48.49 | 3.61% | 3.43% | 0.97% | $1.41 | 116 | 0 | 0 | n/a | $140.58 · 0 | CUT |
Read the "Link CTR FB+IG" column. With Audience Network taken out, Proof has the best real click rate (1.39%), then Private & Quiet (1.34%), then Your Number (0.97%). The order flips once the app taps are removed.
Video by video
All 9 videos, ranked by cost per lead. Videos with no leads are ranked by how much they spent, so the biggest spend with nothing to show sits highest in that group.
| Video | Angle | Spend | Impr | CPM | Link CTR | $ / link click | LP views | Leads | Last 7d spend | Call |
|---|---|---|---|---|---|---|---|---|---|---|
| V3 · Confidentiality hook | Private & Quiet | $40.15 | 1,008 | $39.83 | 5.26% | $0.76 | 21 | 1 | $31.78 | SCALE |
| V7 · Private buyer network | Private & Quiet | $65.97 | 1,438 | $45.88 | 1.46% | $3.14 | 16 | 1 | $31.21 | WATCH |
| V8 · Case results, alt opening | Proof | $202.13 | 5,984 | $33.78 | 1.39% | $2.44 | 64 | 3 | $137.94 | KEEP |
| V2 · Cost of selling low | Your Number | $184.46 | 3,705 | $49.79 | 3.78% | $1.32 | 20 | 0 | $118.72 | CUT |
| V9 · Family restaurant story | Private & Quiet | $122.30 | 1,924 | $63.56 | 1.46% | $4.37 | 8 | 0 | $74.35 | PAUSE |
| V1 · Valuation mechanism | Your Number | $20.48 | 429 | $47.75 | 0.93% | $5.12 | 1 | 0 | $13.76 | PAUSE |
| V4 · Legacy hook | Your Number | $14.05 | 384 | $36.58 | 2.86% | $1.28 | 5 | 0 | $8.10 | TEST |
| V5 · Stale listing hook | Proof | $7.43 | 295 | $25.19 | 1.02% | $2.48 | 1 | 0 | $0.11 | UNTESTED |
| V6 · Case results, beer and pizza | Proof | $2.23 | 68 | $32.79 | 2.94% | $1.11 | 0 | 0 | $0.06 | UNTESTED |
V3 (the 32 second confidentiality hook) has the cheapest lead and the best link click rate, yet Meta gave it only $40. V8 is the workhorse: 3 leads and 64 landing page views, all on Facebook and Instagram. V2 spent $184 for 140 link clicks but only 20 of those people waited for the page to load, the signature of accidental app taps. V9 spent $122 at the highest CPM in the campaign with no leads. Meta reports leads per video for 5 of the 6 leads, so these counts are slightly low.
Headlines and primary text
The words Meta tested under each video. Same ranking rule: cost per lead first.
Headlines
Primary text (opening line)
"Sold In 45 Days" is the standout: 3 leads on $56. "Know Your Real Number" has the highest click rate but 126 link clicks turned into only 11 page views, so most of those clicks were app taps. The primary text that names the buyer and shows a real result ("Beer distributor and pizza shop owners...") beats the ones that talk about worry or price.
Who saw the ads
Spend by age and gender, all three angles together. Each gold dot is one lead.
Meta put 82% of the money on men. Every lead so far came from men, and 5 of the 6 from men aged 45 to 54, the age band that also produced the booked call. Meta reports a higher link click rate for women (6.23% against 1.54% for men), but no leads from women yet. $6.96 went to people with no gender listed.
Where the ads ran
Facebook, Instagram and Audience Network (ads inside third-party games and apps). The bars show each one's share of spend, link clicks, landing page views and leads.
Spend by placement
Facebook Reels is the engine: 4 of the 6 leads and the booked call. Audience Network spent $16.68 for 165 link clicks and 120 landing page views, and none of them became a lead.
Ad-side next moves
Changes inside Ads Manager only: creative, budget, audience and placements. In order of how much they should help.
Turn off Audience Network in all three ad sets
It took $16.68 (2.5% of spend) but bought 48% of the link clicks and 0 leads. Those taps make the click rate look better than it is and teach Meta to find the wrong people. Keep Facebook and Instagram only.
Move Your Number's $20 a day to Proof
Your Number: $218.95, 0 leads, 0.97% real link click rate. Proof: 3 leads, the booked call and the cheapest reach. Pause Your Number and run Proof at $40 a day. Raise it in one step, then leave it alone for 4 to 5 days.
Pause V9 and V1, and give V3 its own ad
V9 spent $122 at a $64 CPM with 0 leads. V1 spent $20 with a 0.93% link click rate. V3 has the cheapest lead ($40) and a 5.26% link click rate, but Meta keeps starving it inside the mix. Run V3 as a single ad in Private & Quiet with "40,000 Private Buyers" so it gets a fair share.
Lock in the winning Proof combination
Build one stand-alone ad from the best pieces: V8 + "Sold In 45 Days" + the "Beer distributor and pizza shop owners" text. Drop the headlines with 0 leads after $100+ each: "Don't Sell Too Low" and "Sell It Quietly", and "50+ NDAs In 48 Hours" ($156, 0 leads).
Make more Proof-style videos, keep the audience broad
Real sale results win, so the next shoot should be more case-result videos in 9:16 for Reels, with a short hook up front like V3. Do not narrow the audience yet: 6 leads is too few to judge. If men 45 to 54 still bring most leads after 20 leads, test a 40 to 65 age range.