Executive Summary
We allocated $200,000 across five proven exchanges based on lead generation performance data from 10 Education campaigns totaling $63,612 in spend and 1,991 conversions. Google AdWords delivered the strongest lead generation efficiency at $5.70 CPA with 1,234 conversions, while The Trade Desk generated 757 conversions at $49.79 CPA. These two platforms account for 99.7% of all conversions in the dataset.
Budget Allocation
Cost Per Acquisition
Conversions by Exchange
Engagement Metrics
Exchange Strategy
Google AdWords — $90,000 (45%)
Across 10 campaigns, Google delivered the lowest CPA at $5.70 with 1,234 conversions — 62% of all conversions in the dataset. 8.73% CTR with 68,417 clicks at $8.96 CPM demonstrates exceptional engagement and conversion efficiency.
The Trade Desk — $80,000 (40%)
Across 8 campaigns with 4.6M impressions, TTD delivered 757 conversions at $49.79 CPA. Historically received 59.2% of spend and generated 38% of all conversions. Strong top-of-funnel and mid-funnel performance with 11.53% VCR.
Facebook — $20,000 (10%)
Across 7 campaigns with 1.9M impressions at $2.78 CPM — the lowest CPM in the dataset — with 1.28% CTR. Cost-efficient reach and engagement for top-of-funnel awareness within a lead generation strategy.
Azira Ad — $8,000 (4%) Testing
Present in 5 campaigns with 660K impressions. No conversion data yet — this allocation is positioned as testing budget to determine performance potential.
Reddit Ads — $2,000 (1%) Testing
Present in 1 campaign with 90K impressions. Minimal testing allocation to evaluate platform viability.
Budget Allocation
| Exchange | Budget | Allocation | Key Metric |
|---|---|---|---|
| Google AdWords | $90,000 | 45% | $5.70 CPA, 1,234 conversions |
| The Trade Desk | $80,000 | 40% | $49.79 CPA, 757 conversions |
| $20,000 | 10% | $2.78 CPM, 1.28% CTR | |
| Azira Ad | $8,000 | 4% | Testing — 5 campaigns |
| Reddit Ads | $2,000 | 1% | Testing — 1 campaign |
| Total | $200,000 | 100% |
Creative Strategy
We recommend prioritizing "other" creative type (10 campaigns, 4.7M impressions) which delivered the highest CTR at 1.75% and lowest CPM at $7.18. Video creative performed across 8 campaigns with 15.93% VCR.
Data Confidence
High Confidence Google AdWords + The Trade Desk
Google appeared in all 10 campaigns with 1,234 conversions. TTD appeared in 8 campaigns with 757 conversions. Combined: 99.7% of all conversions.
Directional Facebook, Azira Ad, Reddit Ads
Facebook showed 10 conversions across 7 campaigns. Azira Ad and Reddit Ads showed 0 conversions — allocations are exploratory.
Excluded Exchanges
TikTok, Snapchat, Amazon, and Majesty Ventures (DV360) received no allocation despite appearing in 1-4 campaigns. All showed $0 or minimal spend with 0 conversions for lead generation.