Reference example · Reporting gold standard — illustrative sample data. Not a live client report.
Bright contemporary kitchen remodel with island and pendant lighting
Cedar Rapids Gazette Advertising  ·  Campaign Performance Report

Cedar Rapids
Kitchen & Bath

More qualified remodel leads. Less wasted local spend.

Mar 16 – May 24, 2026 ◆ Goal: Booked consultations ◆ Market: Cedar Rapids DMA
Scroll to read the flight
01 The headline

Spring demand turned into booked consults.

The ten-week flight met homeowners at the moment they started searching, then carried that intent through social lead forms, local content, and the showroom. Qualified inquiries finished 40% above forecast, while booked consultations landed 44% ahead of plan.

Qualified inquiries
0
▲ 40% over forecast 52 projected
Paid + organic visits
0
▲ 34% over forecast
Cost per inquiry
$0
▲ 29% more efficient than plan
Booked consultations
0
▲ 44% over forecast
New visitors
0%
of measured site traffic
Weekly cadence
0
qualified inquiries / week · 2.6 consultations / week
02Forecast vs. delivered

The lead path outperformed the plan.

The proposal set a practical range for visits and inquiries. Delivery cleared both marks — with the largest lift at the point that matters most: a homeowner raising a hand.

Proposal forecast vs. campaign delivery

Each pair compares the proposal forecast with measured delivery. Bars are scaled within each metric.

Proposal forecast Campaign delivered
MetricForecastDeliveredΔ
Paid + organic visits2,4503,284+34.0%
Qualified inquiries5273+40.4%
03What actually happened

The week-four search shift.

The flight opened with a balanced mix across paid search, paid social, local SEO, and Gazette home content. By week four, high-intent search terms were producing inquiries faster than broad-radius social creative. The team moved working dollars toward the queries and landing pages already converting.

We stopped asking who might remodel and started answering the people already looking. The intent pivot

Search captured the immediate need. Social lead forms and retargeting kept Cedar Rapids Kitchen & Bath present through a longer decision. Local SEO and Gazette home content added a steady, lower-cost tail of qualified traffic that continued after the last paid impression.

↓ Leaving out of the next flight

  • —Broad-radius social without a remodel signal
  • —Generic before-and-after creative
  • —Display expansion before the lead path is ready
  • —One landing page for every project type

↑ Keeping & growing next

  • ✓High-intent kitchen and bath search groups
  • ✓Social lead forms plus site retargeting
  • ✓Project-specific showroom landing pages
  • ✓Local SEO and Gazette home-content support
Craftsmanship detail in a finished kitchen interior
The strongest result came from showing up when a homeowner had already decided to begin. The spring remodel thesis
04Where response came from

Spend is not response.

Paid search used 39% of working spend and produced 52% of qualified inquiries. Social did the opposite job: it broadened the consideration pool, then retargeting helped convert it. The gap shows where the next flight should lean.

Share of working spend vs. share of inquiries

Across $14,750 in working channel investment and 73 measured inquiries. Each tactic’s share of spend (left dot) connects to its share of response (right dot). An upward line means the tactic punched above its weight.

% of spend % of inquiries
TacticSpend% spendInquiries% inquiries
05The engine of the flight

High-intent search did the heavy lifting.

Kitchen and bath query groups drove 1,638 clicks at a $3.49 cost-per-click and a 6.50% CTR. The terms homeowners used reveal the project pages, proof, and creative the next flight should build around.

Architectural home exterior in warm light — local market context
Local proof earns trust. Intent earns the click.
Paid-search clicks by query group

Bar length = clicks. The label inside each bar shows its CTR. Kitchen and bathroom intent produced most of the response; showroom searches supplied a smaller but highly qualified tail.

Query groupImpressionsClicksCTR
06Against the yardstick

Every channel beat its benchmark.

Every measured channel cleared its planning reference line, with the strongest lifts in search intent, social lead forms, and the landing-page experience.

Actual vs. benchmark, by tactic

Each row is scaled to its own metric. The │ tick is the benchmark; the bar is what the campaign delivered. All green — every tactic ▲ beat its mark.

TacticMetricBenchmarkActualvs.
07The flight week by week

Demand built, then held.

Qualified inquiries rose as search coverage expanded and project-specific creative entered rotation. The flight reached double digits in week seven, then stayed above the weekly plan through close.

Qualified inquiries by campaign week

Measured inquiries by week. The dashed line is the proposal pace of 5.2 inquiries per week. Hover for detail.

Week ofQualified inquiries
08 Model the next move

Now plan the next flight.

Reallocate the next ten-week budget across the tactics worth keeping. Projections use this flight’s observed efficiency — its cost-per-click and cost-per-thousand. Drag a slider and watch the follow-up plan re-forecast.

Budget allocation

Start from a preset, then fine-tune each tactic.

Measurement & optimization Committed  $1,145
Your conversion assumptions
2.2%
36%

Efficiency coefficients are locked to the delivered spring flight. Conversion rates are planning assumptions you set — adjust them to your own funnel history.

Projected next flight

Working budget $14,750

Incl. $1,145 measurement & optimization · $15,895 all-in

Impressions
—
vs delivered flight
Clicks
—
vs delivered flight
Inquiries
—
at your rate
Booked consults
—
projected
Where the digital budget goes