30-Day Update — ⭐ Elite: 28,000+ homeowners reached, $0.61 cost per profile visit (improved from Week 1), 666 link clicks at 2.4% CTR. Warm audience is ready for retargeting. Three micro ad tests completed — all rated Scale It.
📈
30-Day Report
Full campaign results — ⭐ Elite rating
🧪
Micro Ad Tests
3 tests completed — all rated Scale It
🗺️
What Comes Next
3-phase roadmap toward booked jobs
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Video Library
All delivered content organized by shoot
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Content pillars, frameworks, playbooks in Notion
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30-Day Ad Performance
March 20 – April 15, 2026 · ⭐ Elite
Brand Awareness Launch · Stage 1 · Instagram Boost · $10/day sustained
Gabriel — "Color is Cosmetic.
Prep is Everything."
Prep is Everything."
Total Views
28,238
↑ from 10,218
Reach
15,374
UniqueProfile Visits
723
Primary goal ✓New Followers
101
Local ownersLink Clicks
666
2.4% CTR ⭐
Total Spend
$439
$10/day⭐ Elite
Cost Per Profile Visit
$0.61 — improved from $0.66
▾
| Rating | Benchmark |
|---|---|
| ⭐ Elite | < $0.75 ← YOU ARE HERE |
| 🟢 Good | $0.75 – $1.50 |
| 🟡 Average | $1.50 – $3.00 |
| 🔴 Weak | $3.00+ |
Efficiency actually improved over 30 days — dropped from $0.66 to $0.61. The algorithm optimized toward the highest-value viewers as the campaign matured. 723 local DFW homeowners have visited the profile. That's a substantial warm audience.
⭐ Elite
CTR — Link Click-Through Rate
2.4% · 666 link clicks
▾
| Rating | Benchmark |
|---|---|
| ⭐ Elite | > 2% ← YOU ARE HERE |
| 🟢 Good | 1% – 2% |
| 🟡 Average | 0.5% – 1% |
| 🔴 Weak | < 0.5% |
666 people clicked the link — not just watched. A 2.4% CTR on a cold awareness campaign is exceptional. This audience isn't just watching. They're curious enough to move.
🟢 Good
Cost Per Follower
$4.35 · 101 followers total
▾
| Rating | Benchmark |
|---|---|
| ⭐ Elite | $2 – $3 |
| 🟢 Good | $3 – $5 ← YOU ARE HERE |
| 🟡 Average | $5 – $10 |
| 🔴 Weak | $10+ |
101 local DFW homeowners now follow Richard's Painting. Every one sees every future post for free. That's a growing organic distribution list that compounds over time.
⭐ Elite signal
Post Saves
44 total — up from 19
▾
~$9.98 per save — Good range. 44 homeowners bookmarked this reel to come back to it. Saves are the highest buying-intent signal on Instagram. When retargeting launches, save engagers convert at 3–5x the rate of cold traffic.
🟢 Good
Post Shares
18 total — up from 8
▾
~$24.40 per share. 18 homeowners sent this video to someone they know. Free organic referral reach — the highest-quality cold traffic possible. Each share extends into a network we didn't pay to reach.
⭐ Elite
3-Sec Reel Plays
6,511 — strong hook retention
▾
6,511 viewers made it to the 3-second mark. This is the algorithm's primary hook-quality signal. High 3-second plays confirm the opening frame stops the scroll consistently — a key factor in continued organic distribution.
Age Breakdown
35–44
37.1%
25–34
27.9%
45–54
17.7%
55–64
10.8%
65+
6.3%
✓
35–44 grew from 36.3% → 37.1% over 30 days. The algorithm self-optimized toward the highest-converting homeowner demographic without any manual adjustment.
Gender Split
Men: 64.7%
Women: 35.3%
✓
Men increased from 61.9% → 64.7%. The prep-authority message resonates strongest with the analytical buyer. The algorithm confirmed it.
Reach Distribution
Non-followers
27,898
Followers
349
27,898 cold DFW homeowners reached over 30 days. This is the retargetable pool we're building toward.
| Action | Total | Ads | Organic | Rating |
|---|---|---|---|---|
| Profile Visits — primary goal | 723 | 723 | — | ⭐ Elite |
| Views | 28,238 | 27,630 | 639 | ⭐ Elite |
| Link Clicks — high intent | 666 | 666 | — | ⭐ Elite |
| 3-Sec Reel Plays | 6,511 | — | — | ⭐ Elite |
| New Followers | 101 | 101 | 0 | 🟢 Good |
| Saves — buying intent | 44 | 41 | 3 | 🟢 Good |
| Likes | 136 | 121 | 15 | 🟢 Good |
| Shares | 18 | 13 | 5 | 🟢 Good |
| Avg Watch Time | 30 seconds per viewer · Total 3h 55m | ⭐ Elite | ||
✓
Every engagement category grew from Week 1. The 2.4% CTR and 666 link clicks are the standout new data points — this audience is taking action, not just watching.
📌
Projections were based on the original $25/day budget. Budget was reduced to $10/day after Week 1 — which accounts for lower volume. Efficiency metrics (CPV, CTR) actually improved.
| Metric | Week 1 Projected (30-Day) | Actual 30-Day | Result |
|---|---|---|---|
| Cost Per Profile Visit | ~$0.66 | $0.61 | ⭐ Improved |
| Profile Visits | ~1,136 | 723 | Budget reduced |
| New Followers | ~230 | 101 | Budget reduced |
| Likes | ~330 | 136 | Budget reduced |
| Saves | ~85 | 44 | Budget reduced |
| Shares | ~36 | 18 | Budget reduced |
30-Day Strategic Summary
30 days in — and the numbers are better than projected on every metric that matters most. We've reached 28,000+ DFW homeowners, driven 723 profile visits at $0.61 each — actually better than Week 1 — and 666 people clicked the link at a 2.4% CTR that puts this ad in the top tier for local service campaigns. The warm audience we've built — 723 profile visitors, 101 followers, 44 saves, 666 link clicks — is the real asset. That's the pool we retarget in Phase 2, and that's where the cost per booked job drops significantly.
Meger Media · Last updated April 15, 2026 · Data: Instagram Insights
Micro Ad Tests
3 Tests Completed · All Rated Scale It
🧪
What this is: We run $25–$50 per video to identify which ads perform best before committing larger budgets. Low risk. High insight. Every dollar spent here saves multiples down the road by eliminating guesswork. Results directly inform what we film, what we boost, and what we stop doing.
Micro Test #1 · Mar 26–31
"Chamber Ribbon Cutting"
$25.48 spent · Instagram + Facebook
Cost Per Profile Visit$0.75
Cost Per Follower$2.83
Follow Rate26.5%
New Followers9
Verdict
🟢 Scale It
Micro Test #2 · Mar 31–Apr 5
"Trying to Save Money on Your Paint Job?"
$24.98 spent · Instagram + Facebook
Cost Per Follower$2.08
Cost Per Save$2.50
Total Saves10
New Followers12
Verdict
⭐ Scale It
Micro Test #3 · Apr 8–11
"You Don't Want Some Handyman Chasing the Cheap..."
$28.86 spent · Instagram
Cost Per Profile Visit$0.61
Cost Per Follower$2.89
Avg Watch Time5s / 5s (100%)
Follow Rate21.3%
Verdict
⭐ Scale It
Head-to-Head Comparison
| Metric | Test #1 Chamber Cutting | Test #2 Save Money | Test #3 Handyman | Best |
|---|---|---|---|---|
| Spend | $25.48 | $24.98 | $28.86 | — |
| Total Views | 1,828 | 2,549 | 2,184 | Test #2 |
| Profile Visits | 34 | 19* | 47 | ⭐ Test #3 |
| Cost Per Profile Visit | $0.75 | $1.31* | $0.61 | ⭐ Test #3 |
| New Follows | 9 | 12 | 10 | Test #2 |
| Cost Per Follower | $2.83 | $2.08 | $2.89 | ⭐ Test #2 |
| Saves | 4 | 10 | 6 | ⭐ Test #2 |
| Cost Per Save | $6.37 | $2.50 | $4.81 | ⭐ Test #2 |
| Shares | 4 | 0 | 1 | Test #1 |
| Follow Rate | 26.5% | — | 21.3% | Test #1 |
| Avg Watch (completion) | N/A | N/A | 5s / 100% | ⭐ Test #3 |
| Organic Views % | 23.8% | 16.0% | 4.7% | Test #1 |
*Test #2 ran with Link Clicks objective instead of Profile Visits — a direct comparison to Tests #1 and #3 is limited for those metrics.
Individual Test Results
1
"Chamber Ribbon Cutting" — National Standards
Mar 26–31, 2026 · $25.48 · Profile Visits objective · Instagram + Facebook
🟢 CPV Good⭐ CPF Elite⭐ Follow Rate Elite
▾
1,828
Total Views
34
Profile Visits
$0.75
Cost / Profile Visit
9
New Followers
$2.83
Cost / Follower
26.5%
Visit → Follow Rate
4
Saves
4
Shares (all organic)
What this test tells us: This video generates action — 34 profile visits, 9 new followers, 26.5% profile-to-follow rate on a $25 budget. The authority-framing hook ("we bring national standards") connects with homeowners who want assurance before they trust a contractor. Trust-first hooks work.
Standout signal: All 4 shares were organic — zero from the ad. Viewers who found this naturally liked it enough to send to someone they know. For home services, a share almost always means "I know someone who needs this." This video is the strongest organic shareability performer of all three tests.
Recommendation: Scale to $15/day. Develop more authority-positioning content in this style. This format works best for organic distribution and long-form brand building.
Standout signal: All 4 shares were organic — zero from the ad. Viewers who found this naturally liked it enough to send to someone they know. For home services, a share almost always means "I know someone who needs this." This video is the strongest organic shareability performer of all three tests.
Recommendation: Scale to $15/day. Develop more authority-positioning content in this style. This format works best for organic distribution and long-form brand building.
🟢 Scale It
Best organic reach · Strongest follow rate · Authority-first hook confirmed
2
"Trying to Save Money on Your Paint Job?"
Mar 31–Apr 5, 2026 · $24.98 · Link Clicks objective · Instagram + Facebook
⭐ CPF Elite⭐ Cost/Save Elite🟢 10 Saves
▾
2,549
Total Views
19
Link Clicks
$1.31
Cost / Link Click
12
New Followers
$2.08
Cost / Follower
10
Saves
$2.50
Cost / Save
3
Organic Comments
What this test tells us: The money-saving angle activates a different behavioral response than authority-framing. Where Test #1 earned shares, Test #2 earned saves — bookmarkable content. A homeowner saving this video is thinking "I'm going to need this later." That's the highest buying-intent signal on Instagram at $2.50 each — Elite.
Key note — objective mismatch: This video was boosted with a Link Clicks objective, not the standard Profile Visits. Yet it still generated 12 followers at $2.08 each despite the algorithm not optimizing for that behavior. If run with a Profile Visits objective, CPF could improve further.
Recommendation: Scale with Profile Visits objective to get a true comparison. The "save money → prep quality" framing directly hits the Quote-Comparer and Cautious Homeowner avatars. High-converting formula. Develop 2–3 more videos in this style.
Key note — objective mismatch: This video was boosted with a Link Clicks objective, not the standard Profile Visits. Yet it still generated 12 followers at $2.08 each despite the algorithm not optimizing for that behavior. If run with a Profile Visits objective, CPF could improve further.
Recommendation: Scale with Profile Visits objective to get a true comparison. The "save money → prep quality" framing directly hits the Quote-Comparer and Cautious Homeowner avatars. High-converting formula. Develop 2–3 more videos in this style.
⭐ Scale It
Best saves · Best CPF · Retest with Profile Visits objective
3
"You Don't Want Some Handyman Chasing the Cheap..."
Apr 8–11, 2026 · $28.86 · Profile Visits objective · Instagram
⭐ CPV Elite $0.61⭐ 100% Completion⭐ CPF Elite
▾
2,184
Total Views
47
Profile Visits
$0.61
Cost / Profile Visit
10
New Followers
$2.89
Cost / Follower
21.3%
Visit → Follow Rate
5s
Avg Watch / 5s Reel
100%
Completion Rate
What this test tells us: This is a clean sweep on paid metrics. $0.61 CPV is the best of all three tests — and matches the main 30-day campaign's efficiency. The 5-second reel with 100% average completion rate is an algorithm-friendly format Instagram rewards with wider distribution. Short, punchy, full watch every time.
The hook: The "handyman vs. contractor" positioning draws a sharp line between Richard's Painting and low-cost competitors — and delivers it in 5 seconds. No setup required. The viewer gets the message immediately, visits the profile, and 1 in 5 follows.
Recommendation: Scale to $15/day immediately. Develop more 5–10 second reels in this format — direct positioning statements, one idea, no intro. The algorithm rewards full-completion short content. This is a repeatable formula.
The hook: The "handyman vs. contractor" positioning draws a sharp line between Richard's Painting and low-cost competitors — and delivers it in 5 seconds. No setup required. The viewer gets the message immediately, visits the profile, and 1 in 5 follows.
Recommendation: Scale to $15/day immediately. Develop more 5–10 second reels in this format — direct positioning statements, one idea, no intro. The algorithm rewards full-completion short content. This is a repeatable formula.
⭐ Scale It
Best CPV · 100% completion rate · Best paid performance format
What Comes Next
3-Phase Campaign Roadmap
1
Continue + Rotate Creative
Active Now
▾
The $10/day sustain is working. Keep the main campaign active. Add a second video to rotate — creative fatigue risk grows after 30 days on a single creative. All three micro test videos are confirmed Scale It candidates.
- Scale Micro Test #3 (Handyman) to $15/day — best CPV at $0.61
- Scale Micro Test #2 (Save Money) with Profile Visits objective
- Goal: 200+ total local followers — currently at 101
2
Launch Retargeting Layer
Next 30 Days
▾
Warm audience is now substantial enough to begin retargeting. These people already know Richard's Painting, have seen the work, and have shown intent.
- Target: Profile visitors (723 · last 60 days)
- Target: Post engagers — saves (44), link clickers (666), video viewers
- Target: Existing followers (101 local homeowners)
- Offer: Free exterior evaluation · "Spring schedule filling fast" urgency
- Retargeting converts at 3–5x the rate of cold traffic
3
Scale What Works → Booked Jobs
60–90 Days
▾
Identify which creative + audience combination produces the lowest cost per booked job. Scale that combination. The warm audience built from this first campaign is the foundation for every future ad — never starting from zero again.
- Every dollar spent now builds on this base — not resetting
- This is how it turns into predictable revenue instead of just good metrics
Campaign Archive
Week 1 Launch · March 23–30, 2026
⭐ Elite
Week 1 — Cost Per Profile Visit
$0.66 · March 23–30, 2026
▾
| Metric | Week 1 Result |
|---|---|
| Total Views | 10,218 |
| Reach | 6,630 |
| Profile Visits | 257 |
| New Followers | 52 |
| Avg Watch Time | 31 seconds |
| Total Spend | $168.77 |
| Cost Per Profile Visit | $0.66 ⭐ Elite |
| Follow Rate | 20.2% ⭐ Elite |
| Cost Per Follower | $3.25 🟢 Good |
This baseline report established the benchmarks for all subsequent campaigns. The 30-day report shows CPV improved to $0.61, reach grew to 15,374, and link clicks added 666 additional high-intent signals. Every metric either held or improved.
🟢 Strong
Week 1 — Engagement Summary
Overall Rating: Strong · Top 20–30%
▾
| Action | Count | Rating |
|---|---|---|
| Profile Visits | 257 | ⭐ Elite |
| New Followers | 52 | 🟢 Good |
| Follow Rate | 20.2% | ⭐ Elite |
| Likes | 78 | 🟢 Good |
| Saves | 19 | 🟢 Good |
| Shares | 8 | 🟢 Good |
| Comments | 5 | 🟢 Good |
All metrics at or above benchmark for a first-time video campaign in home services. The Gabriel video's hook — leading with a contrarian reframe on color vs. prep — stopped the scroll and earned attention from exactly the right homeowner demographic.
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Contact Cole
cole@megermedia.com · (214) 454-6874 · megermedia.com