Meta Ads Performance
Campaign Breakdown
| Campaign | Spend | Impressions | Clicks | CTR | CPC |
|---|
| York | Traffic [AI Form] | $4,418.87 | 491,092 | 17,663 | 3.6% | $0.25 |
| Shippenville | Traffic [AI Form] | $4,417.37 | 497,314 | 12,467 | 2.51% | $0.35 |
| Florida | Traffic Control Services | $2,336.66 | 93,226 | 1,628 | 1.75% | $1.44 |
| Pittsburgh | Traffic [AI Form] | $2,208.39 | 246,897 | 13,069 | 5.29% | $0.17 |
| Columbus | Traffic [AI Form] | $2,205.11 | 277,378 | 17,913 | 6.46% | $0.12 |
| Grand Rapids | Traffic [AI Form] | $1,102.92 | 137,433 | 14,196 | 10.33% | $0.08 |
| Lexington | Traffic [AI Form] | $1,099.80 | 129,147 | 7,422 | 5.75% | $0.15 |
| Fort Wayne | Traffic [AI Form] | $661.00 | 66,059 | 3,166 | 4.79% | $0.21 |
| BAR Customers | Open House | $59.22 | 6,752 | 296 | 4.38% | $0.2 |
| Florida | Engineering Services | $5.58 | 282 | 1 | 0.35% | $5.58 |
| Total | $18,514.92 | 1,945,580 | 87,821 | 4.51% | $0.21 |
Meta Campaign Efficiency (Cost Per Form Submission)
| Campaign City | Spend | Forms | Cost Per Form |
|---|
| Lexington | $1,099.80 | 86 | $12.79 |
| Grand Rapids | $1,102.92 | 77 | $14.32 |
| Columbus | $2,205.11 | 146 | $15.10 |
| Fort Wayne | $661.00 | 19 | $34.79 |
| Pittsburgh | $2,208.39 | 49 | $45.07 |
| York | $4,418.87 | 33 | $133.91 |
| Shippenville | $4,417.37 | 12 | $368.11 |
Top Performer: Lexington delivers the lowest cost per form at $12.79, followed by Grand Rapids ($14.32) and Columbus ($15.10). York and Shippenville have higher CPFs due to their traffic-heavy approach with fewer form conversions.
Form Submissions by Platform Source
TikTok Ads
112
14.0% of total
Direct / Other
46
5.8% of total
Platform Distribution
Monthly Form Submissions by Platform
| Month | Total | Meta | TikTok | Direct |
|---|
| May 2026 | 284 | 210 | 31 | 43 |
| Jun 2026 | 170 | 140 | 30 | 0 |
| Jul 2026 | 187 | 176 | 8 | 3 |
| Aug 2026 | 158 | 115 | 43 | 0 |
| Total | 799 | 641 | 112 | 46 |
TikTok surging in August: 43 TikTok forms in just 19 days of August, already surpassing May (31) and June (30). July dipped to 8, but August shows strong recovery.
Cross-Platform City Comparison
Cities where both Meta and TikTok ads ran, showing form submission breakdown and primary source.
| City | Meta Forms | TikTok Forms | Total | Top Source |
|---|
| Columbus | 146 | 65 | 212 | Meta 69% |
| Grand Rapids | 77 | 9 | 86 | Meta 90% |
| Pittsburgh | 49 | 12 | 61 | Meta 80% |
| Detroit | 35 | 9 | 44 | Meta 80% |
Meta dominates all overlap cities, but TikTok contributes meaningfully in Columbus (30% of forms). Columbus is the only city where TikTok generates significant volume, with 65 form submissions from TikTok alone.
Platform Cost Efficiency Comparison
| Metric | Meta Ads | TikTok Ads | Winner |
|---|
| Total Spend | $18,514.92 | $4,287.24 | |
| Total Clicks | 87,821 | 7,654 | Meta |
| Total Impressions | 1,945,580 | 1,054,863 | Meta |
| CPC | $0.21 | $0.56 | Meta |
| CPM | $9.52 | $4.06 | TikTok |
| Form Submissions | 641 | 112 | Meta |
| Cost Per Form | $28.88 | $38.28 | Meta |
| CTR | 4.51% | 0.73% | Meta |
Meta wins on efficiency across most metrics. It delivers forms at $28.88 each vs TikTok's $38.28. However, TikTok's CPM ($4.06) is 57% cheaper than Meta's ($9.52), meaning TikTok is ideal for brand awareness and reach in target markets. The platforms work together: Meta drives volume, TikTok extends reach at a lower impression cost.
Key Insights
1. Columbus is the top market by a wide margin. 212 total form submissions (26.5% of all forms) across both platforms. Meta drives 146 and TikTok adds 65. The Columbus TikTok campaign has the lowest TikTok CPF at $25.79.
2. Meta delivers 5.7x more forms than TikTok. 641 vs 112 form submissions, and at a lower cost per form ($28.88 vs $38.28). Meta remains the primary recruitment driver.
3. TikTok is surging in August. 43 forms in just 19 days, already surpassing May (31) and June (30) totals. July dipped to just 8, making August's rebound significant.
4. Lexington has the lowest Meta CPF at $12.79. Despite having no TikTok presence, Lexington generated 87 total forms (86 from Meta) with the most efficient cost per acquisition.
5. Greeley is almost entirely Direct traffic (all 27). This suggests strong word-of-mouth or organic discovery in the Greeley/Northern Colorado market rather than paid ad attribution.
6. York and Shippenville have the highest Meta CPFs. York at $133.91 and Shippenville at $368.11 per form. These campaigns spend the most ($4,418 each) but generate fewer form completions relative to spend.
7. TikTok's CPM ($4.06) beats Meta's ($9.52) by 57%. TikTok delivers cheaper impressions, making it valuable for market awareness even if form conversion rates are lower. The 1M+ impressions build brand recognition in target cities.
8. Pittsburgh TikTok campaign is paused but delivered results. 13 form submissions and 2,508 clicks at $1,474 spend before pausing. If reactivated, it could contribute to that market's pipeline.