Marketing Overview
Cross-platform performance · Every Financial Solution · Apr 2025
Total Spend
$48.2K
▲ 12.4% vs prior
Blended ROAS
4.7x
▲ +0.6x lift
Impressions
2.1M
▲ 8.2% reach
Total Clicks
84.7K
▲ 5.1% CTR
Conversions
1,832
▲ 22% MoM
Blended CPL
$26.3
▼ 9% cheaper
🔴 Google Ads
$10.6K
ROAS 5.2x · CTR 4.8%
🔵 Meta Ads
$16.4K
ROAS 3.8x · CTR 2.1%
💼 LinkedIn
$10.1K
ROAS 6.1x · CPL $53
💛 Monetization
$11.1K
RPM $8.40 · Fill 94%
Spend Mix
APR 2025
$48.2K
TOTAL
Google22%$10.6K
Meta34%$16.4K
LinkedIn21%$10.1K
Monetize12%$5.8K
TikTok11%$5.3K
Monthly Spend vs Revenue
JAN–APR 2025
Spend
Revenue
Google Ads
Search · Display · YouTube · Shopping
🔴
Total Spend
$10,612
ROAS
5.2x
Conversions
842
Impressions
612K
▲ 14%
Avg CPC
$1.24
▼ 6% cheaper
Imp. Share
68%
⚠ 32% lost
Quality Score
7.4
▲ +0.3
Conv. Rate
3.1%
▲ +0.4%
Campaign Performance
APR 2025
| Campaign | Spend | ROAS | Conv. | Status |
|---|---|---|---|---|
| EFS — Financial Services | $4,200 | 6.1x | 380 | Active |
| EFS — Loan Products | $2,800 | 5.4x | 241 | Active |
| EFS — Brand Search | $1,400 | 4.8x | 142 | Active |
| EFS — YouTube Pre-Roll | $1,212 | 2.9x | 54 | Review |
| EFS — Display Retarget | $1,000 | 4.2x | 25 | Paused |
⚠
YouTube Pre-Roll at 2.9x ROAS — below 4x floor. Switch to 15s bumper ads. Est. +$800/mo saved.
Keyword ROAS Ranking
"financial advisor pakistan"7.2x
"investment solutions karachi"6.5x
"best loan rates"4.1x
"EFS capital"3.9x
"mutual funds pakistan"2.1x
"online trading platform"1.8x
💡
Pause bottom 2 keywords — reallocate $620/mo to top performers. Projected ROAS lift: +0.8x blended.
Meta Ads
Facebook · Instagram · Audience Network
f
Total Spend
$16,388
ROAS
3.8x
Leads
724
Reach
890K
▲ 18%
Frequency
2.4x
⚠ Fatigue zone
CPM
$18.40
▲ 4% higher
Hook Rate (3s)
38%
▲ +5%
Cost Per Lead
$22.6
▼ 11% down
Creative Performance
| Creative | Type | CTR | CPL | Score |
|---|---|---|---|---|
| EFS Testimonial Video | Video | 3.4% | $18 | Top |
| Investment ROI Carousel | Carousel | 2.8% | $21 | Strong |
| EFS Brand Static | Static | 1.2% | $34 | Average |
| FinTech Feature Reel | Reels | 0.8% | $52 | Poor |
⚡
Scale Testimonial Video +40% budget. Kill Reel creative — 2.9x higher CPL.
Lead Gen Funnel
Reached
100%
Clicked
2.1%
Landing
25.7% ⚠
Form Start
22.9%
Converted
65.7% ✓
🔥
74% drop-off click → landing page. Fix mobile load speed or switch to Meta Instant Forms — est. +300 leads/mo.
LinkedIn Ads
Sponsored Content · Message Ads · Lead Gen Forms
in
Total Spend
$10,120
ROAS
6.1x
SQL Leads
188
Impressions
380K
▲ 9%
Avg CTR
0.62%
▲ +0.1%
CPL
$53.8
▼ 8% down
Form Rate
12.4%
▲ Strong
Avg Deal
$3.28K
▲ Highest
Seniority Performance
C-Suite / Director34% | CPL $38
VP / Senior Manager28%
Manager22%
Individual Contributor16% | CPL $148
⚡
Exclude Individual Contributors — 4x more expensive. LinkedIn ROAS: 6.1x → 7.4x projected.
Industry Conversion
| Industry | Leads | Conv% | Avg Deal |
|---|---|---|---|
| Financial Services | 62 | 18.4% | $4,200 |
| Real Estate | 41 | 14.2% | $3,800 |
| Technology | 28 | 10.1% | $2,900 |
| Manufacturing | 24 | 9.4% | $2,400 |
| Retail / Commerce | 18 | 4.2% | $1,200 |
🎯
Double down on Financial Services + Real Estate. Pause Retail targeting.
Monetization
AdSense · Direct Deals · Programmatic
$
Total Revenue
$11,108
eCPM / RPM
$8.40
Fill Rate
94.2%
Monetized PVs
1.32M
▲ 22%
Ad Impressions
3.96M
▲ 19%
Direct Revenue
$4.2K
▲ 38%
Viewability
72%
⚠ Below 75%
Avg Session Rev
$0.042
▲ $0.008
Revenue by Format
Display (300×250)$4,100 · 37%
In-Article Native$2,800 · 25%
Direct Placements$2,400 · 22%
Video In-stream$1,000 · 9%
Sticky Footer$808 · 7%
💡
Direct placements yield 3.2x eCPM premium. Goal: grow direct from 22% → 40% of revenue.
Revenue by Day of Week
📊
Tue–Thu peak at 2.4x weekend revenue. Schedule content drops Mon–Wed to maximise CPM.
TikTok & Other
TikTok for Business · Twitter/X · Programmatic
TK
Spend
$5,300
ROAS
2.4x
Views
1.2M
ℹ
TikTok is in awareness phase — not optimised for direct conversion. Treat as top-of-funnel amplifier. Connect TikTok → Meta retargeting pipeline for maximum leverage.
AI Insights
Priority-ranked recommendations · Updated Apr 26, 2025
🔴 P1 — Critical · Google Ads
Pause Underperforming Keywords Now
"online trading platform" and "mutual funds pakistan" burn $620/mo at sub-2x ROAS. Pause and reallocate to "financial advisor pakistan" this week.
Est. +$3.1K/mo91% confidence
🔴 P1 — Critical · Meta Ads
Fix Landing Page — 74% Bounce Rate
Only 25.7% of Meta clicks reach the page. Fix mobile load (target <2.5s) or switch to Meta Instant Forms. Est. +300 leads/mo.
Est. +300 leads/mo87% confidence
🟠 P2 · Meta Ads
Creative Refresh — Audience Fatigue
Frequency 2.4x signals fatigue onset. CPM will rise and CTR decay unless 2 new creatives launch within 7 days. Prioritise video testimonials.
Est. -15% CPM84% confidence
🔵 P2 · LinkedIn
Exclude Individual Contributors
IC segment costs $148 CPL vs $38 for C-Suite — a 4x gap. Narrowing to VP+ only pushes LinkedIn ROAS from 6.1x toward 7.4x.
Est. +1.3x ROAS89% confidence
🟢 P3 · LinkedIn
Scale LinkedIn Budget
At 6.1x ROAS and $3,280 avg deal size, LinkedIn is your highest-quality channel. +$4K/mo could generate $24.4K additional pipeline.
Est. +$24.4K pipeline82% confidence
💠 P3 · Monetization
Grow Direct Ad Deals
Direct placements yield 3.2x eCPM premium. Only 22% of revenue today. Pitch 5 fintech brands for Q2 sponsorships to reach 40%.
Est. +$4K/mo78% confidence
Build Roadmap
Step-by-step guide to the world's best marketing dashboard
Phase 1
Live Data
Phase 2
AI Layer
Phase 3
World-Class UX
Phase 4
SaaS Product
PHASE
01
Live Data & Real APIs
Weeks 1–3 · Start Now
In Progress
NEXT STEP
🔑
Register API Apps
Create developer apps on Google Ads API, Meta Business, LinkedIn Marketing API, TikTok for Business. Takes 1–2 days for approvals.
NEXT STEP
🔐
PHP OAuth Handlers
Build OAuth 2.0 token exchange + auto-refresh in PHP. Store encrypted credentials in MySQL. One file per platform.
QUEUED
⚡
API Proxy Endpoints
PHP proxy files (google.php, meta.php, linkedin.php) fetch data and cache in DB every 15 min via CRON. Dashboard reads from cache, never raw API.
QUEUED
📅
Date Range Picker
Replace mock data with API calls scoped to selected range. Add 7D / 30D / 90D / YTD presets. All KPIs and charts re-render dynamically.
QUEUED
🏢
Multi-Brand Selector
Dropdown to switch between all 13 EFS brands. Per-brand API credentials stored separately. Data fully isolated per brand.
QUEUED
🔴
API Status Monitor
Sidebar shows green/red per platform. If an API token expires or rate-limits, flag it visually and send email alert to admin.
Impact: transforms prototype into a fully working live product
PHASE
02
AI Intelligence Layer
Weeks 4–6
Not Started
QUEUED
🤖
Claude AI Insights
Send real KPI data to Claude API. Stream back ranked recommendations, anomaly flags, and budget reallocation suggestions in real time.
QUEUED
🚨
Anomaly Alerts
Detect ROAS drops, CPL spikes, frequency fatigue automatically. Push alerts to email or Slack with one-click fix suggestions. Configurable thresholds.
QUEUED
💬
Ask Your Data (Chat)
"Which campaign had the best ROAS last week?" — Natural language query over live data returns a chart + plain-language answer inline.
QUEUED
📈
Predictive Forecasts
30-day ROAS, spend, and lead volume projections with confidence bands on every chart. Powered by time-series ML on historical data.
Impact: makes EFS smarter than any human analyst working alone
PHASE
03
World-Class UX & Visualisation
Weeks 7–10
Not Started
QUEUED
🗺️
Geographic Heatmap
D3 choropleth showing ad performance by city, province, or country. Click a region to drill into its campaigns. Pakistan + global view.
QUEUED
🎬
Creative Intelligence
Ad thumbnail previews, hook rate per frame, A/B winner detection, creative fatigue lifecycle charts. Pulls actual ad images from Meta API.
QUEUED
🔀
Cross-Platform Attribution
Unified customer journey: first touch → last touch → assisted. See which channels combine best. UTM tracking + session stitching.
QUEUED
🖨️
PDF Report Export
One-click branded PDF for clients. Includes all charts, KPIs, and AI recommendations. Auto-send monthly via email. EFS gold branding.
QUEUED
🎛️
Drag-Drop Layout
Each user customises their own dashboard layout. Move, resize, show/hide any widget. Saved per-user in DB and restored on login.
QUEUED
📱
Mobile PWA
Fully responsive layout. Installable on iOS and Android home screen. Push notifications for alert triggers. Offline KPI cache.
Impact: experience so good clients never want to leave
PHASE
04
SaaS Product & Moat
Weeks 11–16
Not Started
QUEUED
🔐
Client Login Portal
White-label portal for EFS clients. Each sees only their own data. Subdomain per client. SSO optional. Role-based access (admin / viewer).
QUEUED
💰
Billing & Plans
Tiered pricing per brand or per user. Stripe integration with usage metering. Charge on AI calls, data freshness tier, and seat count.
QUEUED
🤝
Agency White-Label
Resell the platform. Other agencies manage clients under their own brand. Full sub-account hierarchy. EFS earns platform fees passively.
QUEUED
🔗
Native Integrations
HubSpot CRM sync, Shopify revenue data, Zapier/Make webhooks, Google Sheets two-way export, PSX Terminal data for financial context.
Impact: turns the dashboard into a recurring-revenue SaaS business