Case study · Sports / youth training (local lead generation)
Meta lead-gen dashboard with recommended actions
For a US youth soccer training company. A decision-focused Looker Studio dashboard for Meta lead campaigns: cost per lead, a lead score per ad set and city, creative lifecycle tracking, and recommended actions written into the report.
Meta AdsLooker Studio
0:00 / 0:45
What the animation shows, scene by scene:
- The business: Parents sign their kids up for soccer training through Meta campaigns in several US cities.
- Two sources: Leads come from website forms and on-Facebook forms; Ads Manager doesn't show which ad sets, cities or creatives bring the cheapest leads.
- Funnel: The full funnel in one view: link clicks, landing page views, website leads and on-Facebook leads, with spend, CPC, CPM, CPL and conversion rate.
- Lead score: Ad sets ranked by leads per dollar: scale the top group, fix or switch off the bottom group, with recommended actions in the report.
- Cities & creatives: Scores per city, and a creative's performance over time to spot ad fatigue and know when to refresh.
- Result: A weekly answer for the owner on where the next dollar should go: by ad set, by city and by creative.
Website and on-Facebook leads in one funnel
Lead score per ad set and per city
Recommended actions built into the report
The problem
- The business runs Meta campaigns to get parents to sign their kids up for soccer training, in several US cities.
- Leads came from two places (website forms and on-Facebook lead forms), and Ads Manager doesn’t show at a glance which ad sets, cities or creatives bring the cheapest leads.
- The owner needed answers, not tables: where to put more budget, what to switch off, when a creative is worn out.
What I delivered
A multi-page Looker Studio report with filters for date, campaign, ad set and ad:
- Overview: spend → CPC → CPM and leads → CPL → lead conversion rate, plus the full funnel: link clicks → landing page views → website leads → on-Facebook leads.
- Leads performance & optimisation: the top and bottom ad sets by a lead score (leads per dollar, so it rewards cost-efficient volume rather than cheap clicks), with recommended actions for each group.
- City breakdown: a traffic score and a leads score per city, weekly trends, and CPC, CPL, CTR and frequency per city, to decide which locations to push.
- Creative performance: which ads bring leads, not just clicks.
- Creative lifecycle: how a creative’s performance changes over time, to spot ad fatigue and know when to refresh.
Results
- The owner gets a weekly answer to “where should the next dollar go”: by ad set, by city and by creative.
- Website and on-Facebook leads combined in one funnel, so the real cost per lead is visible.