The week in one paragraph: the outage-prep campaign is still your engine — it drove 38 of 61 leads, mostly through Instagram DMs rather than form fills, and lead cost fell 20% as the July 2 storm warning pushed organic urgency. But its creative is aging on schedule: CTR is down for a second straight week, tracking the same decay curve as the March storm campaign memory: Mar W3, CTR −31% → spend wasted in W4. Google Search spent 31% of budget for 4 leads — its generic keywords ("generator") keep buying research traffic that DMs the shop with questions but doesn't buy. Site page views dipped, but the fall is entirely blog traffic; product-page views actually rose 6%.
What your customers said this week (from 94 DMs — your main channel, as usual): sizing questions dominated again (31 asks), and a new theme appeared — 7 people asked about financing/payment plans, which the brain has not seen before new theme — flagged.
| Campaign | Spend | Reach | CTR | Leads | WoW |
|---|---|---|---|---|---|
| Outage-prep (IG+FB) 3 creatives, running 19 days | $521 | 41.2k | 2.1% ↓ | 38 | +9 |
| Camping inverters (IG) | $186 | 18.7k | 1.8% → | 11 | +3 |
| Brand / retargeting | $71 | 9.3k | 0.9% | 4 | ±0 |
94 DMs (↑ 12) · 23 comments · median first-response 41 min (evenings still your slow window — 14 DMs arrived after 6 PM). Top themes: sizing (31), price (19), delivery (11), financing (7 — new).
The financing theme is worth a decision: 7 asks in one week from a standing start, all on the outage-prep audience. If a payment option exists (or a partner like Affirm is viable), it's both a reply macro and next month's ad angle added to brain: audience → price-sensitivity → financing.
| Campaign | Spend | Clicks | Conv. | CPL |
|---|---|---|---|---|
| Search — "generator" generic | $248 | 312 | 1 | $248 |
| Search — branded + "generator vancouver" | $98 | 64 | 3 | $33 |
3,208 page views (↓ 9%) — the dip is blog traffic after last month's how-to post cooled; product pages rose 6%, led by the WP-6500 page (storm warning + ad traffic). Top entry paths: IG profile → sizing guide (up 31%), Google organic → WP-6500. LinkedIn: 2 posts, 411 impressions, no leads — consistent with its role as a B2B presence channel, not a lead channel.
Why: generic search is your worst dollar (CPL $248 vs. Meta's $13.70) and has failed the same test three reports running. Meta is your best dollar but its creative is on the March decay curve — reallocating without a refresh would pour the money into fatigue. Sequence: refresh creative this week (the financing theme is the ready-made new angle: "Own the outage kit from $89/month"), then move the budget.
Confidence: high on the Google cut (5 weeks of evidence), medium on the creative angle (new theme, n=7 — validate with one small ad set first). Expected effect if it holds: ~9–12 additional leads/wk at similar spend.