How the Christmas lights ads have done in their first four weeks, on Google search and on Facebook and Instagram, and in the two weeks since the website visit ads started on October 14 with Rob's video.
Four weeks in, the ads have put Sierra Lights in front of 9,523 people on Facebook and Instagram, shown it 563 times on Google search, and sent 327 visits to sierralights.ca. There have been 8 enquiries from 7 people.
Since October 14 the Facebook and Instagram ads have been set to bring people to the website rather than collect enquiries inside Facebook, as agreed at the October 13 meeting, to keep reminding people while it is still early in the season. 318 of the 327 visits from the ads came in those 12 days, so more people are seeing the packages, the prices and the offers on sierralights.ca itself.
Two search campaigns show the ad to people in and around Whistler and Squamish who search for Christmas light installation. Google charges only when someone clicks through to sierralights.ca.
| Campaign | Budget | Spend | Impressions | Clicks | Shown on | Enquiries | The read |
|---|---|---|---|---|---|---|---|
| Whistler · Christmas LightsLive since September 28 | $6 a day | $94.49 | 329 | 11 | 60% | 0 | At the top of the page on 51% of its searches, and more impressions every week: 34, 73, 109, 113. |
| Squamish · Christmas LightsLive since October 10 | $4 a day | $52.53 | 234 | 10 | 54% | 1 | A website enquiry for The Roofline came straight from this ad on October 23. |
| BothSeptember 28 to October 25 | $10 a day | $147.02 | 563 | 21 | 57% | 1 | Impressions across both up from 34 in the first week to 273 last week. |
"Shown on" is the share of the searches the ad could have appeared on that it did appear on.
| Both campaigns | Week of Sep 28 | Week of Oct 5 | Week of Oct 12 | Week of Oct 19 |
|---|---|---|---|---|
| Impressions | 34 | 75 | 181 | 273 |
| Clicks | 3 | 1 | 6 | 11 |
| Spend | $23.42 | $8.65 | $33.92 | $81.03 |
"christmas lights whistler" is one of the campaign's search terms, and it also picks up close variations and misspellings. The ad has shown 146 times for it and been clicked 6 times, appearing on 64% of the searches it could show on, and at the top of the page on 57%.
It does not show on every search at the current daily budget. That keeps the spend down while searches are still low, as agreed at the October 13 meeting, and the searches are building week by week.
Google also shows an ad less often to someone who searches for it again and again without clicking it, which is worth knowing when checking from your own phone.
The lights ads cover Whistler, Squamish and Pemberton and 17 km around each. Until October 14 they were lead ads with a short form inside Facebook and Instagram, at $25 a day. Since then, as agreed at the October 13 meeting, they have been lower-cost website visit ads at $15 a day, with the three offers running separately, to keep Sierra Lights in front of people until more of them are ready to book.
| Campaign | Budget | Spend | Impressions | People reached | Clicks | Website visits | Form enquiries | The read |
|---|---|---|---|---|---|---|---|---|
| Website visit adsOctober 14 to 25 · three offers | $15 a day | $185.24 | 16,453 | 5,052 | 328 | 302 | No form | 302 visits to sierralights.ca in 12 days, about 61 cents a visit. |
| Campaign | Budget | Spend | Impressions | People reached | Clicks | Website visits | Form enquiries | The read |
|---|---|---|---|---|---|---|---|---|
| Lead adsSeptember 27 to October 14 | $25 a day | $429.12 | 16,142 | 4,861 | 109 | 4 | 4 | 4 enquiries through the form inside Facebook and Instagram. Paused on October 14 for the visit ads, as agreed. |
Clicks on the lead ads mostly opened the form inside Facebook and Instagram rather than the website. People reached is counted per campaign; across both it is 9,523, as some people saw both.
Why these: the three offers from the October 13 meeting, each running separately at $5 a day since October 14, with the same video and the same audience, so the offer is the only difference.
| $150 offby Nov 20 | Free designconsultation | Freetakedown | |
|---|---|---|---|
| Spend | $61.63 | $62.01 | $61.60 |
| Impressions | 5,615 | 5,159 | 5,679 |
| Website visits | 105 | 106 | 91 |
| Cost per visit | $0.59 | $0.58 | $0.68 |
$150 off and the free design consultation are level at about 59 cents a visit, with the free takedown a little behind at 68 cents. About a hundred visits each, so this is a lean rather than a result yet.
Why these: October 9 to 14 is the one stretch where Rob's videos and the designed photo ads ran side by side, in the same lead campaign, audience and budget.
| Rob's videoReels 2 and 4 | Designed photoflashing border | |
|---|---|---|
| Share of the spend | 70% | 30% |
| Impressions | 4,018 | 1,266 |
| Clicks | 33 | 6 |
| Clicks per 1,000 views | 8.2 | 4.7 |
| Form enquiries | 2 | 0 |
Video does better for reach and clicks. Meta moved most of the budget onto it within days and it brought both form enquiries that week. Reel 2 now runs in all three visit ads next to a designed ad, and Meta has given it 99% of their spend. Two enquiries is a good sign rather than a result.
8 enquiries from 7 people since the ads started, 5 of them straight from an ad. Counted from the Sierra Lights leads sheet, with test entries left out.
| When | Who | How it came in | Package |
|---|---|---|---|
| Mon, Sep 2811:25 PM | David | Website, from the Christmas Lights Google profile | The Roofline |
| Thu, Oct 111:25 AM | David | Facebook form, flashing-border design ad | Not asked |
| Sat, Oct 34:16 PM | Penny | Instagram form, flashing-border design ad | Not asked |
| Sat, Oct 103:11 PM | Sophie | Website | Not specified |
| Sun, Oct 116:10 PM | Angie | Instagram form, Rob's Reel 2 | Not asked |
| Tue, Oct 136:23 PM | Tom | Instagram form, Rob's Reel 2 | Not asked |
| Fri, Oct 166:38 PM | Paula | Website | The Roofline |
| Fri, Oct 237:37 PM | Vanessa | Website, from the Squamish Google search ad | The Roofline |
"Website" is the quote form on sierralights.ca with no ad or Google profile link on the visit. The forms inside Facebook and Instagram do not ask for a package.
A preview of sierralights.ca with Rob's photos, and the Drew Drive shot at the top of the homepage. Nothing changes on the live site until you're happy with it.
The $150 offer comes off the ads by itself on November 20, and the free design consultation and free takedown keep running.
As agreed on October 13, the lead ads come back once more people are ready to book.