Drew Martinez.
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Paid Media · Case Study

Paid Media
Performance

Less spend, far more traffic, fewer conversions. A year-over-year read on what actually happened.

Role
Paid Media Strategy & Analysis
Channels
Google Ads, LinkedIn Ads
Period
Year over year
Output
Performance analysis
Paid media performance analysis across Google Ads and LinkedIn
−27.4%Total spend change
year over year
$108,697Total spend
current year
64,126Paid traffic
sessions
−69.1%Conversion volume
change

01

The challenge.

A year-over-year spend reduction paired with a major increase in paid sessions, while total conversion volume declined.

MetricPrior yearCurrent yearChange
Total spend $149,627.14 $108,696.56 −27.4%
Total conversions 236 73 −69.1%
Paid sessions — 64,126 +517.9%
Definition note: in the dashboard exports, Google reports Conversions and LinkedIn reports Leads. The annual blended totals match the sum of both. Prior year: 71 + 165 = 236. Current year: 43 + 30 = 73.

02

The approach.

Stay inside what the exports explicitly show. Claim nothing the data does not support.

This analysis does not assert why performance changed or what optimizations were executed unless the dashboard states it. Each metric stays tied to the panel it came from.

  • 01

    Web traffic panel. Paid sessions for the current year and the percent change against the previous period.

  • 02

    Combined metrics annually. Blended year-over-year paid totals for impressions, clicks, conversions, and spend.

  • 03

    Platform PPC panels. Google and LinkedIn performance snapshots, per the dashboard date range.

Scope note: not every panel uses the same end date. Some run a full calendar year, others stop mid-December. Each metric is reported against its own source panel rather than blended into a single range.

03

What the data
supports.

Spend efficiency improved sharply. Conversion capture did not follow.

The account bought dramatically more traffic for meaningfully less money, which is a real media-buying result. The gap sits downstream of the click, where conversion volume fell by more than the traffic gain can explain through efficiency alone.

That points at conversion tracking, landing page fit, or lead quality definition rather than at the media buy itself. Confirming which one requires data the dashboard exports do not contain.