Sample report, real estate agent · the agent's website · Ad data Oct 1 to Oct 8, 2026 · Account reviewed Oct 9, 2026
Your audit and optimization plan is complete. Your ads are bringing the right people to your website for pennies. The next step is making your contact page easy to act on, and making your lead count something you can trust.
Included in this delivery
Your ad account, both live ads, your audiences, billing, tracking, and what your numbers say so far, including cost per landing page view and what your form tracking is and is not showing.
A plan for your top-of-funnel and middle-of-funnel campaigns, a budget plan for $200 to $400 a month, and the one result to measure: real form submissions.
What may be slowing people down on the contact page, with a short, ordered list of changes.
Your business, read closely
Four things matter most. Each one shapes the plan.
Your main ad message speaks to a real trap families feel: they can't buy until they sell, and they don't want to sell until they know where they're going. Almost 5 in 100 people who saw your ads clicked, which is in the top range for this kind of ad.
Your ads promise a conversation. Your page opens with a banner and a title, and the form is about three screens down on a laptop and three and a half on a phone. A visitor has to go looking for the way to talk to you.
Your warm pool is about 2,000 to 3,000 people, and your two ads reached about 2,400 of them in 8 days. To keep growing, the pool needs to grow, which means turning your top-of-funnel campaign back on and adding people who have visited your website.
Meta has recorded 4 Leads, all tests. Your thank-you page counts a lead every time it is opened, even by someone who did not fill out the form, and it is currently set to appear in search results and in your sitemap. Until that is fixed, your email inbox is the true count.
Your audit
Here is what happened between the time someone saw your ad and the time they could have written to you.
Oct 1 to Oct 8, both live ads, $35.42 spent. Step widths are not to scale.
| What we measured | Your number | Healthy range | Our read |
|---|---|---|---|
| Cost to show your ad 1,000 times | $12.25 | $8 to $15 is strong | Strong |
| Link click rate | 4.57% (Reel 5.16%, Static 2.49%) | 3% or more is elite | Elite |
| Cost per click | $0.27 | n/a | Cheap |
| Times each person saw your ad | about 1.2 | Under 2 is best | Strong, no ad fatigue |
| Cost per landing page view | $0.33 | Similar advertisers: $0.26 | 27% above peers, still low |
| Clicks that became a page view | 107 of 132 (81%) | n/a | About 1 in 5 clicks never loads the page |
| Real form submissions | 0 of 107 visits | Real estate cost per lead: $50 to $150 average, over $250 is a concern | Cannot be scored yet |
Healthy ranges are industry guidelines, not Meta-published numbers and not promises. A "landing page view" is someone who clicked your ad and whose page finished loading. Meta's peer figure covers similar advertisers between Sep 8 and Oct 9, 2026.
Landing page views by age. Your stated customer is 25 to 60.
63% of views came from people 55 and older, and 43% from people 65 and older. Older visitors can be real sellers who are moving or downsizing, so this is not automatically a problem. It is a choice to make on purpose. Women were 57% of responses. Facebook produced about three quarters of visits and Instagram about a quarter.
Your live setup is your middle-of-funnel campaign (MOF): one audience group, two ads, $3.50 a day. Your top-of-funnel campaign (TOF) has been off since June. It is set to bring the most landing page views, not form submissions. That is how a retargeting step is built, and lead tracking only went live on Oct 5, so nothing is aimed at it yet. The audience is set to "Advantage+," so your video viewers and page engagers are suggestions to Meta, not a fence. I am tightening that setup as part of these updates.
Both are clear and speak to a real problem. The Reel brought 92 visits on $29.86, and the Static brought 15 on $5.56, so the Static has barely had a chance. Both buttons say "Learn more," which does not match the ask of a conversation, so I am updating the button text. The promise "talk through your timeline" is also not repeated at the form, which the page changes below fix.
| What we see | Most likely cause | How you will know |
|---|---|---|
| 0 submissions from 107 visits | Two things together: the sample is small, and the form is hard to find. At a 2% form rate, zero from 107 visits happens about 1 time in 9. | After the page change, read about 150 more visits. If there is still nothing, the offer or message needs a look, not just the layout. |
| 1 in 5 clicks never loads the page | A slow page (about 3.4 seconds on our laptop test, with 250 file requests) or accidental clicks. | Ask your web person to compress images and remove unused plugins, then compare clicks to page views again. |
| Most views come from people 55 and older | Your warm audience is built from video viewers, and Meta's automatic audience is free to show the ads to anyone it thinks will respond. | Decide who you want. We can then set your age suggestion on purpose. |
| Cost per view is 27% above peers | A small audience pool, so Meta reaches the same people again and again. | I am adding website visitors as a warm audience, which grows the pool. |
| Lead count unreliable | The thank-you page counts a lead every time it opens, and a second website feeds the same tracking code. | Compare Leads in Events Manager with real emails every Friday. If Meta shows more, something else is triggering it. |
Contact page review
Tested on a laptop screen and a phone-sized screen. We did not submit a form. On a phone the page is about 5,000 pixels tall and the form starts about three and a half screens down.
Optimization roadmap
Your top-of-funnel campaign (TOF) introduces you to new families. Your middle-of-funnel campaign (MOF) follows up with people who watched your videos, engaged with you, or visited your site. Together they should bring more of the right people to a form that is easy to use.
These are updates to the two campaigns I set up for you, made so everything is correct going forward. I will make them in one batch once your page is live, and note the date so your before and after stays clear.
Real form submissions. Count the Lead event in Events Manager and check it against the messages that reached your email. The number to watch is cost per submission: ad spend divided by real submissions. Visits, clicks and click rate are there to help diagnose, not to judge success.
Real estate averages $50 to $150 per lead. Under $50 is strong. Over $250 is a concern.
TOF at about $5 a day plus MOF at about $4 a day is about $270 a month. That fits your $200 to $400 range. Today you spend about $105.
TOF and MOF grow your audience and bring warm people to your page, so more of them see a form that works. They are not set up to find the people most likely to fill out a form. Only a Leads campaign aims at that, and at this budget a Leads campaign will be bumpy, because Meta's system needs about 50 of those events a week to learn well. So treat a Leads campaign as the later step, once your Lead count has proven itself.
| When | What happens | Budget |
|---|---|---|
| Now to your page update | You update the page, tracking and billing. Your current campaign keeps running. The "before" is fixed: 0 submissions from 107 visits (Oct 1 to Oct 8). | $3.50 a day (about $105 a month) |
| When your page is live | I make the TOF and MOF updates above in one dated batch. TOF turns back on. | About $9 a day (about $270 a month) |
| The next 4 to 6 weeks | We read about 150 visits on the new page and run the Friday check. If you reach about $250 of spend after the page fix with no real submissions, pause and review the offer and page message before spending more. If submissions arrive at a cost you are comfortable with, raise spend in small steps, not all at once. | Reviewed weekly |
| After that | If your Lead count has proven itself, the next step is a separate Leads campaign that aims straight at form submissions. | Decided together |
Recommended approval path
A clear order, so nothing has to be decided all at once.
Final delivery summary
Ad performance depends on your budget, offer, landing page, creative quality, and audience response. No number of leads is promised, and Meta decides how ads are delivered and approved. This audit covers your account, your two campaigns and their ads, your results so far, an optimization plan, a review of your contact page, and the setup updates to those two campaigns described above. It does not include building a new Leads campaign, new creative production, or website changes.