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 — all platforms · spend blended, outcomes ledgered
Total Spend
$184,620
+13.2%YoY
+4.8%MoM
Pacing vs Budget
94.7%
Budget $195,000
Active Campaigns
15
n/aYoY
+7.1%MoM
GA4 Paid Key Events
1,906
+10.4%YoY
+3.6%MoM
Blended Cost per Key Event
$96.86
+2.6%YoY
+1.2%MoM
Total spend ÷ GA4 paid key events — cross-platform, floor-biased for social where view-through is excluded.
Volume vs Efficiency
Total Spend +13.2% · Blended Cost per Key Event +2.6%
Spend up alongside blended cost per key event — buying volume, paying more per outcome.
Spend share by platform
Total $184,620
Google Search55.0%YouTube12.0%Meta18.0%LinkedIn15.0%
Spend share by objective tier
Total $184,620
Awareness25.0%Consideration34.0%Conversion41.0%
18-month trend
Brand-red bars = paid media spend (AUD) · charcoal dashed line = GA4 paid key events (secondary axis)
Section B
Campaign Portfolio — hero table · 15 active campaigns
FilterSort
| Campaign | Platform | Product | Objective | Spend | MoM | Primary Result | Cost / Result | Flags |
|---|---|---|---|---|---|---|---|---|
Search · Concrete Non-Brand | Google Search | Concrete | Conversion | $32,400 | +6.8% | 218leadsGOOGLE | $149 CPL · -2.4% | budget-limited |
Search · Asphalt Non-Brand | Google Search | Asphalt | Conversion | $21,600 | +21.2% | 128leadsGOOGLE | $169 CPL · +4.8% | swing ▲ |
Search · Cement & Lime Specifier | Google Search | Cement | Consideration | $18,400 | +3.2% | 4,820specifier-page sessionsGA4 | $4 CPS · -1.4% | |
Search · Packaged Products Retail | Google Search | Packaged Products | Conversion | $16,340 | +5.8% | 186store-locator completionsGA4 | $88 CP-Locate · -3.6% | |
Search · Brand | Google Search | Brand | Conversion | $12,800 | +1.2% | 342leadsGOOGLE | $37 CPL · +0.8% | |
YouTube · Envirocrete Story | YouTube | Concrete | Awareness | $12,800 | +8.4% | 412,000video viewsGOOGLE | $0.031 CPV · -6.2% | |
Meta · Packaged Products DIY | Meta | Packaged Products | Consideration | $11,800 | +3.6% | 1,142,000impressionsMETAincl. view-through | $10.33 CPM · -1.8% | learning |
LinkedIn · Infrastructure Decision-Makers | Asphalt | Consideration | $9,800 | +4.8% | 268,000impressionsLINKEDINincl. view-through | $36.57 CPM · +2.4% | ||
YouTube · Sustainability Thought Leadership | YouTube | Brand | Awareness | $9,354 | +41.6% | 268,400video viewsGOOGLE | $0.035 CPV · — | newswing ▲ |
Meta · Concrete Trade Awareness | Meta | Concrete | Awareness | $8,640 | +2.4% | 862,000impressionsMETAincl. view-through | $10.02 CPM · +1.2% | |
LinkedIn · Concrete Specifier Lead Gen | Concrete | Conversion | $8,400 | +8.8% | 38Lead Gen Form leadsLINKEDINincl. view-through | $221 CPL · -2.4% | budget-limited | |
Meta · Recycling Sustainability | Meta | Recycling | Awareness | $6,400 | -21.2% | 541,000impressionsMETAincl. view-through | $11.83 CPM · +4.8% | swing ▼ |
Meta · Careers Lead Gen | Meta | Other | Conversion | $6,391 | +6.2% | 84Instant Form leadsMETAincl. view-through | $76 CPL · -3.1% | |
LinkedIn · Sustainability Thought Leadership | Brand | Awareness | $5,895 | -4.8% | 184,000impressionsLINKEDINincl. view-through | $32.04 CPM · +3.2% | ||
LinkedIn · Quarry & Aggregates B2B | Quarry Materials | Consideration | $3,600 | +26.4% | 96,400impressionsLINKEDINincl. view-through | $37.34 CPM · — | newswing ▲ | |
| TOTAL · visible rows | $184,620 | — not summable across platforms¹ | — | |||||
¹ Platform-reported outcomes use incompatible attribution and cannot be summed. Cross-platform outcomes: see GA4 ledger in Section A.
| Campaign | Platform | Product | Objective | Spend | MoM | Primary Result | Cost / Result | Flags |
|---|---|---|---|---|---|---|---|---|
Search · Concrete Non-Brand | Google Search | Concrete | Conversion | $32,400 | +6.8% | 218leadsGOOGLE | $149 CPL · -2.4% | budget-limited |
Search · Asphalt Non-Brand | Google Search | Asphalt | Conversion | $21,600 | +21.2% | 128leadsGOOGLE | $169 CPL · +4.8% | swing ▲ |
Search · Cement & Lime Specifier | Google Search | Cement | Consideration | $18,400 | +3.2% | 4,820specifier-page sessionsGA4 | $4 CPS · -1.4% | |
Search · Packaged Products Retail | Google Search | Packaged Products | Conversion | $16,340 | +5.8% | 186store-locator completionsGA4 | $88 CP-Locate · -3.6% | |
Search · Brand | Google Search | Brand | Conversion | $12,800 | +1.2% | 342leadsGOOGLE | $37 CPL · +0.8% | |
YouTube · Envirocrete Story | YouTube | Concrete | Awareness | $12,800 | +8.4% | 412,000video viewsGOOGLE | $0.031 CPV · -6.2% | |
Meta · Packaged Products DIY | Meta | Packaged Products | Consideration | $11,800 | +3.6% | 1,142,000impressionsMETAincl. view-through | $10.33 CPM · -1.8% | learning |
LinkedIn · Infrastructure Decision-Makers | Asphalt | Consideration | $9,800 | +4.8% | 268,000impressionsLINKEDINincl. view-through | $36.57 CPM · +2.4% | ||
YouTube · Sustainability Thought Leadership | YouTube | Brand | Awareness | $9,354 | +41.6% | 268,400video viewsGOOGLE | $0.035 CPV · — | newswing ▲ |
Meta · Concrete Trade Awareness | Meta | Concrete | Awareness | $8,640 | +2.4% | 862,000impressionsMETAincl. view-through | $10.02 CPM · +1.2% | |
LinkedIn · Concrete Specifier Lead Gen | Concrete | Conversion | $8,400 | +8.8% | 38Lead Gen Form leadsLINKEDINincl. view-through | $221 CPL · -2.4% | budget-limited | |
Meta · Recycling Sustainability | Meta | Recycling | Awareness | $6,400 | -21.2% | 541,000impressionsMETAincl. view-through | $11.83 CPM · +4.8% | swing ▼ |
Meta · Careers Lead Gen | Meta | Other | Conversion | $6,391 | +6.2% | 84Instant Form leadsMETAincl. view-through | $76 CPL · -3.1% | |
LinkedIn · Sustainability Thought Leadership | Brand | Awareness | $5,895 | -4.8% | 184,000impressionsLINKEDINincl. view-through | $32.04 CPM · +3.2% | ||
LinkedIn · Quarry & Aggregates B2B | Quarry Materials | Consideration | $3,600 | +26.4% | 96,400impressionsLINKEDINincl. view-through | $37.34 CPM · — | newswing ▲ | |
| TOTAL · portfolio | $184,620 | — not summable across platforms¹ | — | |||||
¹ Platform-reported outcomes use incompatible attribution and cannot be summed. Cross-platform outcomes: see GA4 ledger in Section A.
Platform-reported outcomes use each platform's own attribution and cannot be summed. See the GA4 Paid Key Events ledger in Section A for a cross-platform total.
Section C
Channel Drill-Downs — collapsible on screen · expanded in print
Spend
$101,540
Impressions
2,842,000
Clicks
68,200
CTR
2.4%
Avg CPC
$1.49
Conversions
902
ⓘ click-priority · rounded
CPA
$113
Search IS 61.2%IS lost to budget 18.4%IS lost to rank 20.4%
Brand vs Non-Brand
| Spend | Conversions | CPA | |
|---|---|---|---|
| Brand | $12,800 | 342 | $37 |
| Non-Brand | $88,740 | 560 | $158 |
Top 5 Search Terms
| Term | Clicks | Conv. |
|---|---|---|
| concrete supplier sydney | 3,820 | 62 |
| boral concrete | 3,140 | 118 |
| ready mix concrete near me | 2,680 | 44 |
| asphalt supply nsw | 1,920 | 28 |
| concrete price per m3 | 1,540 | 21 |
Spend
$22,154
Impressions
3,412,000
Views
680,400
View Rate
19.9%
CPV
$0.033
Avg Watch Time
22s
GA4 Sessions
640
GA4
Spend
$33,231
Reach
1,842,000
Impressions
3,587,000
Frequency
1.95
CPM
$9.27
Link Clicks
41,820
CTR
1.2%
impressions
3,587,000
incl. view-through
Instant Form Leads
84
Spend
$27,695
Impressions
762,400
CPM
$36.32
Clicks
8,140
CTR
1.1%
Lead Gen Form Leads
38
no website footprint — CRM only
Cost per Lead
$729
Section D
By Product — pivot · website product-section taxonomy + Brand
Taxonomy: website product sections + Brand + Other
| Product Line | Campaigns | Spend | Share | GA4 Paid Key Events | GA4 Cost / Key Event |
|---|---|---|---|---|---|
| Concrete | 4 | $62,240 | 33.7% | 801 | $78 |
| Asphalt | 2 | $31,400 | 17.0% | 305 | $103 |
| Packaged Products | 2 | $28,140 | 15.2% | 248 | $113 |
| Brand | 3 | $28,049 | 15.2% | 172 | $163 |
| Cement | 1 | $18,400 | 10.0% | 172 | $107 |
| Recycling(awareness only) | 1 | $6,400 | 3.5% | 57 | — |
| Other | 1 | $6,391 | 3.5% | 76 | $84 |
| Quarry Materials | 1 | $3,600 | 1.9% | 76 | $47 |
| TOTAL | 15 | $184,620 | 1,907 |
Spend by product line
Platform-coloured segments
Concrete$62,240
Asphalt$31,400
Packaged Products$28,140
Brand$28,049
Cement$18,400
Recycling$6,400
Other$6,391
Quarry Materials$3,600
CalloutLowest GA4 cost per key event: Quarry Materials at $47. Highest: Brand at $163. Awareness-only product lines are excluded from this comparison.
Section E
Budget & Pacing
| Platform | Monthly Budget | Actual | Pacing | Budget-limited |
|---|---|---|---|---|
| Google Search | $108,000 | $101,540 | 94.0% | 1 |
| YouTube | $22,000 | $22,154 | 100.7% | 0 |
| Meta | $36,000 | $33,231 | 92.3% | 0 |
| $29,000 | $27,695 | 95.5% | 1 |
Budget-limited campaigns
- Search · Concrete Non-Brand — Google Search · $32,400 spent
- LinkedIn · Concrete Specifier Lead Gen — LinkedIn · $8,400 spent
This list, the table flags in Section B, and any commentary reference all derive from a single campaign.budgetLimited field.