Cost Efficiency vs Industry
Meta Ads' cross-industry CPC average is $0.80. Every campaign I ran beat that ceiling — some by 74%. Low CPC isn't luck: it's evidence that the creative and targeting strategy is resonating.
CPC — cost per click
Every dollar saved on CPC extends reach without increasing budget. The HR campaign delivered 108,440 clicks for $400 — a quarter per visit to the recruitment page.
Cost per 1,000 Landing Page Clicks
Max = $800 (industry avg per 1,000 clicks)
Meta Ads Manager · Jan–Dec 2025. Cost per 1K = CPC × 1,000.
Total results — max = 4,157,445 (2025)
Cost per 1,000 results — max = $4.78 (2024)
Meta Ads Manager · Full-year 2024 & 2025, 24 campaigns each year.
Creative & Campaign Performance
Complete creative ownership — concept, design, copy, and placement optimisation across Feed, Stories/Reels, and Search. Every format from one source file.
Multi-format creative — Feed, Stories/Reels, Search column — deployed simultaneously
Targeting
Segmented by role — caregiver, social worker, admin — with retargeting pools built from site visitors and video viewers.
A/B Testing
Continuous creative tests on imagery, headlines, and CTAs — performance data feeding back into each design iteration.
2025 · 4,157,445 results · $15,299 spend · 24 campaigns
2024 · 2,591,800 results · $12,396 spend · 24 campaigns
2026 Caregiver Recruitment — Jan–Apr Results
The 2026 caregiver recruitment campaign launched in late January. Four months in, cost efficiency is outperforming peer benchmarks — and April marked the first month tracking direct inquiry conversions.
$4,499
Spent Jan–Apr 2026
23%
Lower CPL than similar ad sets
$0.27
Cost per landing page view (peers: $0.35)
18
Caregiver inquiries in April alone
At $0.27 per landing page view — vs. a peer median of $0.35 — the campaign is driving qualified traffic at roughly 23% lower cost than comparable ad sets on Meta. The 18 April inquiries represent direct pipeline for VACFSS caregiver recruitment.
Meta Ads Manager · 2026-Resources-Recruitment-ADS · Jan 1 – Apr 30, 2026 · $4,499.73 spent
Organic Reach & Takeaway
Paid media drove discovery; organic content built trust. Authentic photography from 200+ attendee events I coordinated fed the creative library — real community imagery is a meaningful part of why CPC stayed low.
Google Analytics — 31K + 28K Facebook referral users on top of organic search
2025 · 117K new users · "Become a Caregiver" ranked #1 at 46K views
What this demonstrates
The numbers — $0.21 CPC, 4M+ results, 331% traffic growth — are evidence of a specific skill set: translating cultural understanding into creative decisions, and creative decisions into measurable media performance.
A low CPC is not luck. It comes from designing ads that the right people actually want to click — which requires knowing who those people are, what matters to them, and how to speak to that in a single image and headline.