In October, LA Photo Party invested $4,366.62 across Google Ads, Meta Ads, and Microsoft Advertising (Bing), generating 5,298 clicks across 674,495 impressions. Google Ads drove the bulk of conversions with 388 leads at a $7.71 CPA, while Bing Ads contributed 14 leads and Meta Ads brought in 9 leads. Total ad spend increased 23% month-over-month as campaigns scaled into Q4 event season. Key optimizations included switching the "photographer" keyword from broad to phrase match to reduce spam leads, reallocating budget toward the top-performing Search | General Event Services campaign, and adding negative keywords to improve lead quality.
| Campaign | Spend | Clicks | Impr. | Leads | CTR | CPC | CPA |
|---|---|---|---|---|---|---|---|
| Search | General Event Services | $1,381.59 | 268 | 5,316 | 202 | 5.04% | $5.16 | $6.85 |
| Sales | Products | PMax | $456.81 | 309 | 316,606 | 51 | 0.10% | $1.48 | $9.05 |
| Sports Activations | Search | $336.34 | 82 | 1,369 | 30 | 5.99% | $4.10 | $11.21 |
| Sports Activations | PMax | $302.99 | 191 | 8,872 | 54 | 2.15% | $1.59 | $5.61 |
| CASA | PMax | $182.50 | 158 | 231,128 | 32 | 0.07% | $1.16 | $5.79 |
| Event Services | $182.37 | 42 | 616 | 8 | 6.82% | $4.34 | $22.80 |
| Software Ads | Search | $152.23 | 86 | 1,198 | 13 | 7.18% | $1.77 | $11.94 |
| Total | $2,994.83 | 1,136 | 565,105 | 388 | 0.20% | $2.64 | $7.71 |
| Keyword | Match | Campaign | Clicks | Impr. | CTR | CPC | Spend |
|---|---|---|---|---|---|---|---|
| photographer | Broad | Search | General Event Services | 100 | 1,173 | 8.53% | $7.26 | $725.98 |
| photographer | Phrase | Search | General Event Services | 61 | 488 | 12.50% | $6.25 | $381.43 |
| event planners in la | Broad | Sports Activations | Search | 39 | 674 | 5.79% | $3.91 | $152.67 |
| branded photo booth rental | Phrase | Sports Activations | Search | 23 | 363 | 6.34% | $4.55 | $104.71 |
| professional photo studio | Phrase | Search | General Event Services | 12 | 646 | 1.86% | $5.81 | $69.67 |
| photo booth packages | Broad | Event Services | 11 | 144 | 7.64% | $5.72 | $62.87 |
| photo booth services | Phrase | Search | General Event Services | 10 | 107 | 9.35% | $5.74 | $57.42 |
| photo booth app | Broad | Software Ads | Search | 17 | 302 | 5.63% | $3.10 | $52.76 |
| photo booth | Phrase | Search | General Event Services | 9 | 1,005 | 0.90% | $5.19 | $46.75 |
| dj and photo booth | Broad | Event Services | 6 | 41 | 14.63% | $6.41 | $38.47 |
| photo booth software | Phrase | Software Ads | Search | 13 | 87 | 14.94% | $2.77 | $36.03 |
| 360 photo booth app | Phrase | Software Ads | Search | 13 | 192 | 6.77% | $2.39 | $31.02 |
| brand activation | Broad | Sports Activations | Search | 7 | 76 | 9.21% | $4.43 | $31.00 |
| photobooth software | Broad | Software Ads | Search | 8 | 95 | 8.42% | $2.50 | $20.01 |
| party photo booths | Phrase | Event Services | 3 | 24 | 12.50% | $6.50 | $19.51 |
Keyword Insight: The broad match "photographer" keyword consumed $725.98 (24.2% of Google spend) and was identified as bringing in spam leads. This keyword was switched to phrase match mid-month to improve lead quality. The phrase match version drove 61 clicks at a 12.50% CTR, indicating stronger intent matching. High-performing keywords like "photo booth packages" (7.64% CTR), "photo booth services" (9.35% CTR), and "dj and photo booth" (14.63% CTR) continued to attract relevant, high-intent traffic.
| Campaign | Spend | Clicks | Impr. | Leads | CTR | CPC | CPA |
|---|---|---|---|---|---|---|---|
| Software Sales Campaign | $304.68 | 614 | 16,463 | 9 | 3.73% | $0.50 | $33.85 |
| Products Traffic Campaign | $274.67 | 2,527 | 55,716 | 0 | 4.54% | $0.11 | - |
| Sports Activation | Traffic Campaign | $92.14 | 333 | 19,133 | 0 | 1.74% | $0.28 | - |
| Total | $671.49 | 3,474 | 91,312 | 9 | 3.80% | $0.19 | $74.61 |
| Campaign | Spend | Clicks | Impr. | Leads | CTR | CPC | CPA |
|---|---|---|---|---|---|---|---|
| Search | Sports Activations | Bing | $301.87 | 260 | 7,147 | 6 | 3.64% | $1.16 | $50.31 |
| Event Services | Bing | $247.21 | 219 | 6,063 | 6 | 3.61% | $1.13 | $41.20 |
| Software Ads | Bing | $151.22 | 209 | 4,868 | 2 | 4.29% | $0.72 | $75.61 |
| Total | $700.30 | 688 | 18,078 | 14 | 3.81% | $1.02 | $50.02 |
| Platform | Spend | Clicks | Leads | CTR | CPC | CPA | Share of Spend |
|---|---|---|---|---|---|---|---|
| Google Ads | $2,994.83 | 1,136 | 388 | 0.20% | $2.64 | $7.71 | 68.6% |
| $671.49 | 3,474 | 9 | 3.80% | $0.19 | $74.61 | 15.4% | |
| Bing Ads | $700.30 | 688 | 14 | 3.81% | $1.02 | $50.02 | 16.0% |
| All Platforms | $4,366.62 | 5,298 | 411 | - | $0.82 | $10.62 | 100% |
Identified the broad match "photographer" keyword bringing in spam leads. Switched to phrase match to improve lead quality and reduce wasted spend on irrelevant searches.
Reviewed HubSpot data to determine optimal budget allocation. Turned off Event Services campaign and redistributed budget to Search | General Event Services, which was generating the most contacts at the lowest cost per conversion.
Added negative keyword terms across campaigns to filter out irrelevant search traffic, improving overall lead quality and reducing wasted impressions.
Built out month-over-month and year-over-year delta comparison tracking to better measure performance trends and identify optimization opportunities.
Google Ads generated 388 leads at $7.71 CPA, up from $4.17 in September. The increase is partly due to the "photographer" keyword issue (now resolved) and budget scaling. Search | General Event Services remains the top performer with 202 leads at $6.85 CPA. Focus on monitoring lead quality post-keyword fix.
Meta CPA dropped 20% from $93.25 to $74.61, with leads increasing from 7 to 9. The Software Sales Campaign drove all 9 leads at a strong $33.85 CPA. The Products Traffic and Sports Activation campaigns are driving high click volume at $0.11-$0.28 CPC but zero direct leads; consider adding retargeting to capture this traffic.
Bing CPA improved 22.6% from $64.59 to $50.02 while spending 9.6% less. Clicks increased 5% and leads grew from 12 to 14. Event Services | Bing is the top Bing campaign at $41.20 CPA. This platform continues to deliver efficient supplemental lead volume.
24 pieces of seasonal content were created covering NYE, Christmas, Hanukkah, and Thanksgiving/fall events. These creative assets position LAPP for strong Q4 event booking demand. Recommend deploying these in paid social and organic channels throughout November and December.
10 new SEO-driven blog posts were published in October, building on the September batch. This consistent content production is building organic authority and long-tail keyword presence for photo booth and event activation queries.
Monitor lead quality after the "photographer" keyword fix. Deploy holiday creative across Meta campaigns. Continue scaling Search | General Event Services (best CPA). Evaluate Software Ads | Bing performance ($75.61 CPA) for potential budget reallocation. Push holiday-themed landing pages for seasonal traffic.