Paid Media Command Deck · Live from GA4 · Google Ads · Bing
the client — Navigator
Eighteen months of paid acquisition, plotted. Switch the view, read the trend, and see where the next budget move should go. Every figure ties to the live Looker dashboard.
Window
Trend metric
Efficiency over time
Cost per lead, monthly. Lower is better.
Leads vs spend
Are we buying more results, or just spending more?
Spend by channel
Google vs Bing vs Facebook, monthly.
Lead mix
What kind of enquiries are coming in.
Campaign efficiency — June 2026
Top Google campaigns by spend. CPC coloured against the £0.50 line — green efficient, red expensive.
Campaign
Spend
Clicks
CPC
Relative cost
Channel efficiency — cost per lead
The question spend-share can't answer: which channel converts cheaper? Lower is better.
The Bing finding
Read this before the next budget meeting.
Campaign drill-down
Pick a campaign to trace its spend and CPC across the period — spot which are scaling and which are drifting.
Budget scenario — Google ⇄ Bing
June ran £5,303 Google / £2,853 Bing. Bing converts cheaper — so what if you shifted spend? Drag to model it. Estimate only, holds June CPL constant and assumes efficiency stays linear (it won't perfectly — treat as direction, not promise).
Shift toward Bing£0 moved (0%)
Where to steer next
Read straight off the data above — three moves for July, in priority order.
Scale · 01
Feed PMax – River
Biggest volume line (2,619 clicks) at £0.51 CPC, and it scaled cleanly May→June without losing efficiency. The most reliable lever you have to add leads.
→ more leads at held CPL
Trim · 02
Fix the £0.77 CPCs
Line A and Line B pay ~2× the CPC of Line C and Line D (£0.32–£0.37) for similar intent. Check match types and bids; reclaim the spread.
→ reclaim budget, lower blended CPL
Investigate · 03
Confirm Facebook is off on purpose
No Meta spend recorded since Jan 2026. If that's deliberate, fine — if not, a channel is dark. Worth a one-line confirmation.
→ close a blind spot
Data notes — read before quoting figures
Headline figures reconcile exactly to the client's live Looker dashboard (Jun/May 2026, Jun 2025 spend, leads, CPL). No discrepancy.
Phone-call tracking gap: call events went silent ~Mar 2025–May 2026, then resumed. Part of June's lead lift is this line returning, not pure new demand — the form-fill trend is clean and independently positive.
Facebook spend stops Jan 2026 and popup submissions only appear Aug–Dec 2025 — tracking/setup changes, not demand shifts. Flagged, not smoothed over. Client and cruise-line campaign names are anonymized for publication (Line A, Line B…); every figure is unchanged.
UK CRUISE TRAVEL BRAND · PAID MEDIA NAVIGATOR · № 001 · JUN 2026Built automatically from live data · Claude × Supermetrics