Paid ads · Sample
Ads reporting.
Reported in reservations, not reach. What it cost, what it booked, and where the next dollar goes.
Sample work for a fictional venue, Ember Room. Names, figures and assets are illustrative.Monthly reporting
Reported in reservations, not reach. What it cost, what it booked, and where the next dollar goes.
Spend
$3.0k
on budget
Bookings
214
+27% vs last month
Covers
642
3.0 per booking
Cost per booking
$14.0
−19%
New followers
2.4k
at $0.31 each
Cost per booking, by week
Next month
- Scale Stage 4 by 20%Cost per booking is still falling, so there is room to spend.
- Test a private dining adEight enquiries came through DMs without any ads behind them.
- Retire the cocktail cut in Stage 1It reaches people who don’t book. Keep it for Stage 2.
Weekly optimisation
Every Monday: what moved, what we changed and why. Small, steady changes instead of big monthly resets.
| Week | What we saw | What we changed | Result |
|---|---|---|---|
| Week 1 | Stage 1 Reels: the tomahawk outperformed the cocktail cut 3 to 1. | Moved 70% of Stage 1 budget to the tomahawk Reel. | CPV −22% |
| Week 2 | Bookings clustered on Friday and Saturday. | Added a weeknight-only offer to Stage 4. | Weeknight bookings +31% |
| Week 3 | Google brand searches up after the Reels went out. | Raised the brand campaign cap. | Search bookings +18% |
| Week 4 | Stage 4 frequency hit 4.2. | Rotated in two fresh cuts from the shoot. | Cost per booking −12% |
How we do it
The thinking behind the sample above.
01Cost per bookingThe one number every decision is measured against.
02Weekly logEvery change we made, why, and what it did.
03Next month, decidedThe report ends with where the budget moves next.
More samples
Other parts of paid ads, worked through for the same venue.