but efficiency held up.
All Campaigns — Side by Side
February vs January — core metrics per campaign
| Campaign | Feb Spend | Jan Spend | Feb Clicks | Jan Clicks | Feb Conv. | Jan Conv. | Feb Conv. Rate | Jan Conv. Rate | Feb $/Conv. | Jan $/Conv. |
|---|---|---|---|---|---|---|---|---|---|---|
| Brand | $1,500 -25% | $2,000 | 1,804 -35% | 2,765 | 175 -23% | 228 | 9.70% +1.5pp | 8.25% | $8.57 -$0.20 | $8.77 |
| New Models | $3,566 +2% | $3,502 | 1,232 +49% | 825 | 49 flat | 49.8 | 3.98% -2.1pp | 6.04% | $72.78 +$2.47 | $70.31 |
| New OEM | $2,600 flat | $2,600 | 295 -17% | 357 | 37 +17.5% | 31.5 | 12.54% +3.7pp | 8.82% | $70.27 -$12.27 | $82.54 |
| Service | $1,710 flat | $1,709 | 253 -42% | 439 | 61 -38% | 98 | 24.11% +1.8pp | 22.32% | $28.03 +$10.59 | $17.44 |
| Used Models | $2,700 flat | $2,700 | 366 -32% | 542 | 22 +144% | 9 | 6.01% +4.4pp | 1.66% | $122.72 -$177 | $300.00 |
| Used OEM | $3,201 -32% | $4,701 | 1,056 -26% | 1,421 | 15 -37.5% | 24 | 1.42% flat | 1.69% | $213.39 +$17.53 | $195.86 |
| Total | $15,277 | $17,212 | 5,006 | 6,349 | 359 | 440.3 | 7.17% | 6.93% | $42.55 | $39.09 |
and where it didn't.
and what it returned.
Spend by Campaign (Feb vs Jan)
Proportional to $5,000 cap
Cost Per Conversion — February
Lower is better. Scaled to $225 max.
Budget Lost Impression Share — February
Reach lost because the daily budget runs out before the day ends.
and what to do next.
New OEM improved across every metric with flat spend
Same budget, better results on every number. Conversion rate up, cost per conversion down, impression share up 14 points. No extra money, just a well-run campaign that won the right auctions.
- Conv. rate: 8.82% to 12.54%
- Cost/conv.: $82.54 to $70.27
- Impr. share: 48.49% to 63.02%
Used Models nearly tripled conversions on the same budget
From 9 to 22 conversions. Cost per conversion dropped from $300 to $122. That kind of shift in one month means something changed and it worked. Whatever it was needs to be identified and repeated.
- Conversions: 9 to 22 (+144%)
- Cost/conv.: $300 to $122
- Conv. rate: 1.66% to 6.01%
Account conversion rate improved despite spending less
The account spent nearly $2,000 less and got fewer clicks, but the overall conversion rate still went from 6.93% to 7.17%. Volume was a budget issue. The traffic that did come through converted at a higher rate.
- Jan conv. rate: 6.93%
- Feb conv. rate: 7.17%
Brand held its efficiency despite a smaller budget
Even with $500 less, Brand stayed at $8.57 per conversion, barely changed from January's $8.77. No other campaign in the account is anywhere close to that number.
- Cost/conv. Jan: $8.77
- Cost/conv. Feb: $8.57
- Conv. rate: up to 9.70%
Used OEM is the worst performer and getting worse
$213 per conversion, 1.42% conv. rate, and budget was already cut $1,500. Nothing improved. With 44.5% rank lost impression share, bids are losing the auctions that convert. This needs a structural fix, not another budget cut.
- Cost/conv.: $213.39
- Conversions: 24 to 15 (-37.5%)
- Rank lost IS: 38.6% to 44.5%
Cutting Brand budget is costing more than it saves
The $500 cut pushed budget lost IS from 16% to 30%. That is roughly 53 missed conversions at $8.57 each. You saved $500 and gave up about $454 in conversion value at the cheapest rate in the account. Not a good trade.
- Lost IS (Budget): 16.16% to 30.30%
- Missed conversions: approx. 53
- Budget saved: $500
New Models is buying clicks, not conversions
49% more clicks, same conversion count. The CPC drop from $4.24 to $2.89 points to broader match types bringing in cheaper, less relevant traffic. The campaign is winning the wrong auctions and losing the ones that matter.
- Clicks: 825 to 1,232 (+49%)
- Conv. rate: 6.04% to 3.98%
- Rank lost IS: 28.69% to 51.43%
Service converts great but budget is cutting it short
24.11% conversion rate is the best in the account. Conversions still dropped from 98 to 61 because budget lost IS hit 35% and the ads stop running mid-day. This is not a performance problem. It is a budget ceiling problem.
- Conv. rate: 22.32% to 24.11%
- Conversions: 98 to 61 (-38%)
- Lost IS (Budget): 29.14% to 34.99%
Restore the Brand Campaign Budget
At $8.57 per conversion, Brand is the most efficient campaign in the account by a wide margin. Adding back $300 to $500 a month stops the impression share bleed and recovers conversions at the lowest possible cost. This is the highest ROI move available right now and it requires no optimization work, just budget.
Audit New Models Match Types and Bids
Pull the search terms report and cut what is eating spend without converting. Tighten match types on high-volume terms that are not delivering. Then fix bids on the specific keywords that do convert, because 51.4% rank lost IS means those auctions are being lost too.
Audit Used OEM Before Spending Another Dollar
Start with the landing page. A 1.42% conversion rate usually points to a post-click problem. If that checks out, look at keyword list and bids. With 44.5% rank lost IS, bids need to go up on the right terms. If the campaign cannot break below $150 per conversion, the budget should move somewhere more efficient.
Find Out What Changed in Used Models
Conversions going from 9 to 22 on the same budget is not random. Pull the change history for the past 60 days, find what was updated, and apply it to Used OEM. Same inventory type, completely different results. That gap is worth closing.
Give Service a Budget Increase
A 24% conversion rate is exceptional. A $200 to $300 monthly budget increase lets this campaign run longer through the day and capture more high-intent traffic without changing anything else. Test it and see if the rate holds.
Shift Budget from Used OEM to Brand
Used OEM is spending $3,200 a month at $213 per conversion. Brand is spending $1,500 at $8.57 per conversion. Moving even $500 between them will almost certainly produce more total conversions at the account level. Budget should follow efficiency, not how things were originally set up.
The | you've been looking for.
5 years running paid media campaigns at scale across Search, Social, and Display — with the client relationships, the technical depth, and the business instincts to make Fluency's model work for your clients.
Built for this exact role.
Fluency describes this role as a rare hybrid of technical execution and business-level strategy. That's not a stretch for me — it's how I've been operating for years.
Campaign fluency at scale
At Cars Commerce, I handled 150+ client-facing tasks monthly. I built workflows that held up under volume and kept performance on track across accounts simultaneously.
Client relationships that stick
I've owned relationships from day one — leading weekly syncs, QBRs, and strategy calls directly with business owners. My artist relations background trained me to manage high-stakes stakeholders.
Technical depth, plain-language output
I run audits in SEMrush, Screaming Frog, Ahrefs, and Moz — and turn data into recommendations business owners actually act on. I don't speak in jargon unnecessarily.
Systems thinker, not a task executor
I look for patterns across accounts. If something slows a client down, I fix the process, not just the symptom. That's the mindset Fluency is built for.
Multi-channel, omnichannel comfortable
Search, Social, Display — I've managed across all three. I understand how they work together toward a business goal. I'm not expanding into channels. I already operate across the stack.
Independent operator, team-ready mindset
Three years freelancing means I own outcomes. I know when to move fast and when to loop stakeholders in. I don't need hand-holding to get to the right answer.
5 years. Two tracks. One clear throughline.
Agency discipline meets independent ownership. The kind of background that makes someone effective on both ends of a client relationship.
- 150+ client-facing campaign and SEO tasks managed monthly
- KPI analysis across GA4, GSC, and SEMrush to surface growth opportunities
- Primary point of contact for multi-org stakeholders
- Built repeatable optimization workflows that held up under volume
- Full paid media and SEO strategy across retail, home services, e-commerce
- Technical audits via Screaming Frog, Moz, Ahrefs, SEMrush
- QBR-style reviews direct to business owners
- Website builds on WordPress, Shopify, Squarespace, Weebly
- Primary liaison for 100+ artist accounts and management teams
- Led nightly production meetings and multi-stakeholder logistics
- Built long-term industry relationships through consistent follow-through
Let's talk about what I can do for Fluency's clients.
I built this report because I think Fluency is doing something genuinely different, and I wanted to show up the same way. Happy to get on a call, answer questions, or dig into anything about my background.