Quarterly Impact Report
Every lead in the account came from touching 47.6% of one 7,700 person pool at 7.5x frequency. The offer converts at $170.76 and the audience is right. More LinkedIn budget buys repetition, not reach: penetration falls from 58% on small pools to 10% on large ones, and 179,524 people have never been reached at all.
Meta is the answer, and it ranks third. Two moves cost nothing and come first: 20,000 newsletter subscribers and 1,325 identified companies have never been uploaded, and conversion tracking has never fired. Presenting Meta after those two is the difference between a recommendation and an upsell.
70.3% of impressions land on Director and above, and all five recorded conversions sit in the 51 to 200 employee band, squarely inside ICP. June to July, enterprise went from 18 of the top 30 engaged accounts to zero.
13.77% CTR against 2.79%. $1.51 CPC against $4.81. The only channel with recorded conversions. The earlier recommendation to cut it is withdrawn.
Convert scores 7.8 of 20. BOF conversion and sales activation both at zero depth. People reached seven times are still offered a PDF, and named accounts like ICP Brand 108 sit unworked.
$2,929 of $3,933 went to affiliate and influencer keywords, searched by people wanting to become an Amazon affiliate. 91% of spend sits in ad groups now paused.
Campaign Manager says 5, DemandSense 0, Google 2. Revenue is not visible yet: deal stage is blank on 417 of 418 HubSpot records, though the ad-influenced companies behind them are. Never quote one figure without naming the source.
A validated campaign with unexposed pockets. 28,117 named ICP people LinkedIn structurally cannot serve. Approved 31 July, plan with the Meta lead.
Fourteen moves. Full detail with owners and budgets on the Next 90 tab.
| Phase | Moves | Budget effect |
|---|---|---|
| Prerequisites | Upload the warm pools. Fix conversion tracking. | $0 |
| Now, weeks 1 to 4 | 3 cuts, 2 scales. Affiliate keywords, three CUT campaigns, enterprise case studies out. Google brand and the LGF size split in. | -$4,080/mo |
| Next, weeks 5 to 12 | Meta extension, BOF audit offer, Google restructure, VP+ and Marketing on aware accounts, playbook variants. | +$2,500/mo |
| Test, months 4 to 6 | ICP Brand 100 case study, wellness category playbook, programmatic, AI assistant ads. | gated |
The account deliberately underspends at week 4 while waste comes out and tracking is fixed. The only new ask inside 90 days is $2,500.