Monthly Spend Breakdown
*August data through Aug 19
Campaign Breakdown
| Campaign | Spend | Clicks | Impressions | Leads | CTR | CPC | CPA |
|---|---|---|---|---|---|---|---|
| Search | Website Form Submission | $22,106 | 5,624 | 103,526 | 1,121 | 5.43% | $3.93 | $19.72 |
| PMax | General | NEW SITE | $12,569 | 5,011 | 102,834 | 894 | 4.87% | $2.51 | $14.07 |
| PMax | General #2 | $13,148 | 5,150 | 234,141 | 364 | 2.20% | $2.55 | $36.09 |
| PMax | General | $1,437 | 626 | 18,585 | 10 | 3.37% | $2.30 | $151.31 |
| Demand Gen | $902 | 297 | 27,772 | 12 | 1.07% | $3.04 | $75.17 |
| Total | $50,163 | 16,708 | 486,858 | 2,401 | 3.43% | $3.00 | $20.90 |
*August data is partial (Aug 1-19). Full month projected to align with June/July CPA.
Campaign Breakdown
| Campaign | Spend | Clicks | Impressions | Purchases | CTR | CPC | CPA |
|---|---|---|---|---|---|---|---|
| Bad DOB Match | Sales [Suggestion] | $5,304 | 4,817 | 146,759 | 246 | 3.28% | $1.10 | $21.56 |
| HMO Match | Sales [Look Alike] | $3,675 | 3,349 | 127,113 | 180 | 2.63% | $1.10 | $20.41 |
| General | Sales Campaign V3 | $1,724 | 3,418 | 101,641 | 209 | 3.36% | $0.50 | $8.25 |
| Just Turned of Age | Sales [Suggestion] | $1,717 | 1,198 | 40,270 | 66 | 2.97% | $1.43 | $26.01 |
| HMO Match | Sales [No Suggestion] | $944 | 372 | 17,802 | 26 | 2.09% | $2.54 | $36.29 |
| Total | $13,363 | 13,154 | 433,585 | 699 | 3.03% | $1.02 | $18.38 |
*August data is partial (Aug 1-19)
Leads generated by ads go through multiple qualification stages before becoming patients. Not every lead qualifies. Requirements include insurance verification, medical eligibility, geographic coverage, and patient compliance. The two most critical stages are "In Chase" (leads actively being pursued for final qualification) and "Patients" (fully qualified, enrolled patients).
Key Takeaways
- Melleka Marketing (MM) has achieved the lowest Patient CPA in recent months, demonstrating efficient lead quality from our ad campaigns
- "In Chase" and "Patients" are the two most important pipeline stages, representing leads closest to becoming enrolled patients
- Not every ad lead becomes a patient; leads must pass insurance verification, medical eligibility checks, geographic coverage requirements, and patient compliance screenings
- The pipeline data validates that our ad targeting strategy is driving higher-quality leads that convert through the full qualification funnel at a competitive cost
Why does the lead count drop between stages? Not every lead becomes a patient. Each lead must pass through: insurance verification (correct plan type, active coverage), medical eligibility (qualifying diagnosis, meets clinical criteria), geographic coverage (within serviceable area), and patient compliance (responsive, completes required steps). This multi-stage qualification process is standard for healthcare, and our ad strategy focuses on driving leads most likely to pass these requirements.