Section 04 · Paid Media
Paid Media
Portfolio view across Google Search, YouTube, Meta and LinkedIn — organised campaign-first, with platform-reported and GA4 paid ledgers kept separate.
· Platform-reported results use each platform's own attribution (Meta and LinkedIn include view-through); GA4 figures use click-based session attribution. The two ledgers measure differently and will not match.
· Leads captured via LinkedIn Lead Gen Forms or Meta Instant Forms never visit the website — they appear in Salesforce but not in GA4 (a named variance driver on the Web Leads & Calls page).
Section A
Portfolio — three portfolios · never silently summed
Product & Always-On Campaigns
$27,376
33,418 new users
2,229,084 impressions
80th Anniversary Brand Campaign
$17,810
objective: awareness
Always-On Category Search
$5,080
objective: position
Portfolio total (computed)
$50,266
Portfolio scope under confirmation — the LCC line may appear in both the product table ($12,302) and the category sheet ($2,808); confirm before treating $50,266 as net.
Section B
Product & Always-On Campaigns — registry-bound · polymorphic results
| Campaign | Platforms | Product | Spend | New Users | Primary Result | CPC | Flags |
|---|---|---|---|---|---|---|---|
| Found | Google | Found | $2,545 | 353 | 95 conversions | $4.50 | Meta paused |
| Boral Always-On | Google Search | Brand | $1,768 | 1,201 | 60 event clicks | $0.95 | |
| LCC/Envisia | GoogleYouTubeMetaLinkedIn | Low Carbon | $12,302 | 4,079 | 75 conversions · 118,521 YT views | $4.31 | multi-platform |
| Recycling | Google | Recycling | $648 | 188 | 12 key events | $2.03 | |
| Q-Crete | Google | Q-Crete | $923 | 202 | 7 conversions | $2.83 | |
| Concrite | Google | Concrite | $924 | 243 | 6 conversions | $2.36 | |
| Green & Gold | Meta | Cement | $603 | 1,162 | 19 form submits | $0.40 | |
| Decorative Concrete | MetaDisplayYouTube | Decorative | $4,227 | 18,962 | 26 key events | $2.74 | traffic driver |
| Boral Evolve | Google | Evolve | $1,514 | 131 | 5 key events | $9.01 | launch |
| Boral Aspire | Google | Aspire | $1,619 | 144 | no results | $11.09 | zero-result — property tracking broken |
| SEQ Tippers | GoogleMeta | SEQ Tippers | $2,152 | 7,198 | 209 key events | $4.68 | launch |
| TOTAL · portfolio | $29,225 | 33,863 | — not summable¹ | ||||
¹ Platform-reported results use each platform's own attribution and are not summable across platforms.
Section C
80th Anniversary Brand Campaign — brand awareness · no lead-result column
Total Spend
$17,810
brand awareness — no lead results by design
YouTube
487,845
views
69.7% view rate · $0.02 CPV
Meta
43.0%
ThruPlay rate
LinkedIn
2,380,000
impressions
80.3% view rate— double platform average
Section D
Always-On Category Search — position-focused · ranking share, not leads
| Category | Result Metric | Spend |
|---|---|---|
| Concrete | No.1 avg-position share | $763.00 |
| Low Carbon | No.1 avg-position share | $2808.00 |
| Recycling | No.1 avg-position share | $459.00 |
| Cement | No.1 avg-position share | $325.00 |
| Asphalt | No.1 avg-position share | $213.00 |
| Brand | No.1 avg-position share | $511.00 |
| Fly Ash | No.1 avg-position share | $0.78 |
| Lime | dormant | $0.00 |
| TOTAL · category | $5,079.78 | |
Position-focused search — measured on ranking share, not leads.
Section E
Budget & Pacing
PENDING — Monthly budget figure outstanding — pacing vs monthly budget cannot be computed
PENDING — GA4 paid key events — Gated on GA4 wave / key-event curation
PENDING — Blended cost per key event — Depends on GA4 paid key events
Portfolio exceptions
- Aspire spending $1,619/mo at $11.09 CPC with zero results (property tracking broken)
- LCC/Envisia is the flagship spend at $12,302