📄 May 2025 Meta Ads Performance Report
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May 2025 Meta Ads Performance Report 

Reporting window: 01 – 31 May 2025

Executive Summary

We ran two paid Meta objectives in May to capture overseas‑employment applicants:

Objective Campaign(s) Spend (PHP) Primary Result Cost‑Efficiency
Lead Generation Nurse for Germany – Lead Form ₱ 7,721.39 568 qualified leads ₱ 13.59 / lead
Traffic / Engagement Engagement Ads + LLIR Jobs‑Page Traffic ₱ 2,504.53 3,895 link‑clicks ₱ 0.64 / click

Total May spend: ₱ 10,225.92

Combined funnel output: 568 leads + 3,895 pre‑qualified clickers

1. Lead Generation Campaign – Nurse for Germany

Objective: Drive completed in‑platform lead forms from PH nurses.

Metric Value
Reach 98,022
Impressions 289,617
Frequency × 2.95
Leads 568
CPL ₱ 13.59
CPM ₱ 26.66
Lead‑rate 0.20 %

1.1 Funnel Observations & Recommendations

  1. CPL drifted +20 % MoM (₱ 11.30 → ₱ 13.59). Test fresh creative angles (benefits, salary highlights) to reduce banner blindness.

  2. Lead‑rate still < 0.25 %. Remove non‑critical form fields.

  3. Placement skew = 93 % Feeds. Diversify into IG Stories/Reels with vertical creatives; historical CPL ₱ 9‑12 there.

1.2 Next‑Step Action Plan (Lead Campaign)

# Action Owner ETA
1 Produce 4 new image/video variants (focus: salary, free visa processing). Creative Week 1 (Jun)
2 Add IG Stories/Reels placement test ad‑set with vertical assets. SSC Week 2
3 Daily watch‑list: pause creatives > 20 % above target CPL for 48 h. SSC Ongoing

2. Traffic / Engagement Campaigns – Engagement Ads & LLIR Jobs‑Traffic

Objective: Acquire low‑cost awareness clicks to seed retargeting and Messenger outreach.

Metric Value
Reach (combined) 66,939
Impressions (combined) 116,412
Frequency × 1.74
Total Link‑Clicks 3,895
CPC ₱ 0.64
CPM ₱ 21.51
CTR 3.35 %

2.1 Funnel Observations & Recommendations

  1. Excellent click efficiency – CPC ₱ 0.64 well below industry benchmark ₱ 1.20. Safely scale budget by +40 %.

  2. CTR > 3 % indicates message‑market fit – maintain creative style but refresh visuals monthly to guard against fatigue.

  3. Audience‑Network share 68 % of clicks – validate on‑site behaviour; if bounce > 70 %, carve out Feed‑only test.

2.2 Next‑Step Action Plan (Traffic Campaigns)

# Action Owner ETA
1 Duplicate ad‑set with Feed & Reels placements only; compare quality KPI (LP View → Form start). SSC Week 1
2 Inject 2 new carousel creatives (nurse testimonials, “Work in Germany” checklist). Creative Week 2

Appendix – Glossary

  • CPM – Cost per 1 000 impressions.

  • CTR – Click‑through‑rate (Clicks ÷ Impressions).

  • LAL – Lookalike Audience.

  • CPL / CPC – Cost per Lead / Cost per Click.

  • Frequency – Avg. times each person saw the ad.

  • Pixel + CAPI – Meta browser + server‑side tracking for better attribution.