What $1,563 in ads actually bought Plyto in the last 30 days

The number that stopped me cold

1,096 conversions for $49. That is what our India-targeted Google Search campaign, "Plyto - Optimized for usage - India etc," returned in the last 30 days. $0.02 per click. 13.41% CTR on 20,034 impressions. More conversions than the other five campaigns combined, at roughly 2% of the spend of our main push.

I am writing this because I think most small businesses looking at their own ad dashboards see a mess and shrug. Here is our mess, with the receipts, and what we are going to do about it tomorrow.

The full 30-day picture

Across all accounts: $1,563 spent, 84,147 impressions, 3,797 clicks, 1,138 conversions, $0.41 average CPC. 77 signups total. 69 came from an ad click. 8 did not.

Broken out by campaign:

• Plyto campaign (Google Search): $272, 18,935 impressions, 282 clicks, $0.96 CPC, 1.49% CTR, 14 conversions
• Plyto - Optimized for usage - India etc (Google Search): $49, 20,034 impressions, 2,687 clicks, $0.02 CPC, 13.41% CTR, 1,096 conversions
• Plyto: AI runs your ads (Facebook and Instagram): $207, 1,189 impressions, 24 clicks, $8.62 CPC, 2.02% CTR, 0 conversions
• Plyto: Replace your tools (visits first) (Facebook and Instagram): $63, 2,791 impressions, 121 clicks, $0.52 CPC, 4.34% CTR, 0 conversions
• Agency Alternatives Search (Google Search): $0, 48 impressions, 0 clicks, 0 conversions
• Plyto campaign - Conversions (Google Search): $972, 41,150 impressions, 683 clicks, $1.42 CPC, 1.66% CTR, 28 conversions

Two thirds of our spend went into one campaign (Plyto campaign - Conversions) and produced 28 of the tracked conversions. The $49 India campaign produced 1,096. The gap is not subtle.

Facebook spent $270 and got zero conversions

Our two Meta campaigns together, "Plyto: AI runs your ads" and "Plyto: Replace your tools (visits first)," burned $270 across 3,980 impressions and 145 clicks for 0 tracked conversions. The second one had a healthy 4.34% CTR. People clicked. They did not convert.

That is useful to know. It means the hook works and the landing experience, or the audience quality, does not. We are not going to pretend otherwise by leaving it running another month.

The landing page story

Here is where it gets interesting. Visits, people who read past 15 seconds, and people who started typing (filling a field):

• /go/chatgpt-ads: 1,755 visits, 1,302 read, 141 started
• /: 1,617 visits, 962 read, 248 started
• /go/free-crm: 255 visits, 203 read, 20 started
• /go/ai-ads: 219 visits, 154 read, 18 started
• /go/switch: 152 visits, 126 read, 16 started
• /lp/xiq5u2eo534j: 141 visits, 64 read, 0 started

/go/chatgpt-ads pulls the biggest crowd and holds 74% of them past 15 seconds. But only 8% start typing. The homepage pulls fewer readers (60% read rate) but 15% of visitors start typing. The homepage converts attention into action almost twice as efficiently as our best-trafficked landing page.

/lp/xiq5u2eo534j is a dead page. 141 visits, 0 typing starts. It needs a form or a rewrite or a redirect.

Three things a small business can do tomorrow

1. Find your $49 campaign and feed it. We have one line item returning conversions at $0.04 each and another returning them at $34.71 each. If you are running ads and you have never compared your campaigns on cost per conversion, do it today. Rank them. The spread is almost always wider than you think, and the cheap winner is usually underfunded because it looks small on the dashboard.

2. Separate "they read it" from "they acted." Read-through rate and action rate measure different things. A page can hold attention and still fail to convert, like our /go/chatgpt-ads page. A page can convert well without wowing anyone, like our homepage. Track both. Fix the one that is broken on each page instead of rewriting the whole thing.

3. Kill zero-conversion spend on a 30-day cadence. Our Meta campaigns got a fair run: $270, 30 days, 145 clicks, no conversions. That is enough signal to pause and rebuild rather than keep paying. If you cannot say what a campaign returned last month, you are not running ads, you are donating to a platform.

What we are doing with ours

Moving budget from "Plyto campaign - Conversions" into the India-optimized campaign to see where the ceiling actually is. Pausing both Meta campaigns and rebuilding the audience, not the creative. Rewriting /lp/xiq5u2eo534j or redirecting it to the homepage, which is quietly our best converter. Adding a typing-start event to "Agency Alternatives Search" so we can tell if the 48 impressions are the wrong 48 impressions or just not enough of them.

I will post the next 30 days when they are done.