--- title: FPGA AD CAMAPAIGN --- [![NEW-Black-B_Logo_FPA-H-CMYKFullColourReverse_180821](https://fpga.youarein.ca/hs-fs/hubfs/NEW-Black-B_Logo_FPA-H-CMYKFullColourReverse_180821.png?width=10998&height=1566&name=NEW-Black-B_Logo_FPA-H-CMYKFullColourReverse_180821.png "NEW-Black-B_Logo_FPA-H-CMYKFullColourReverse_180821")](https://carleton.ca/fpga) [![](https://fpga.youarein.ca/hs-fs/hubfs/FPGA_Vertical_CMYK_Red_Black_White_on_darkBG.png?width=2842&height=1280&name=FPGA_Vertical_CMYK_Red_Black_White_on_darkBG.png)](https://fpga.youarein.ca/?hsLang=en) [![](https://fpga.youarein.ca/hs-fs/hubfs/FPGA_Vertical_CMYK_Red_Black_White_on_darkBG.png?width=2842&height=1280&name=FPGA_Vertical_CMYK_Red_Black_White_on_darkBG.png)](https://fpga.youarein.ca/?hsLang=en) This is a search field with an auto-suggest feature attached. - There are no suggestions because the search field is empty. 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CU **Faculty of Public and Global Affairs** Carleton University - Campaign Analysis # Three-Phase Campaign Performance Report Comparing creative strategy, platform efficiency, and engagement outcomes across Sep 2025 - Apr 2026 **Sep 2025 - Apr 2026**Total campaign period **$68,835**Total spend **4 platforms**Meta - TikTok - Google - YouTube **3 creative phases**Aspiration -> Testimonial -> Identity Connecting to Google Sheet… Campaign Health by Phase Meta CTR - higher is healthier - scored relative to best phase (4.59%) Phase 1   CTR 1.93% 42% Phase 2   CTR 2.55% 56% Phase 3   CTR 4.59% 100% Creative Phases ![Phase 1 ad creative](https://fpga.youarein.ca/hs-fs/hubfs/undefined-Apr-15-2026-11-48-01-5500-PM.jpeg?width=700&height=439&name=undefined-Apr-15-2026-11-48-01-5500-PM.jpeg) Phase 1 ### Global Journey Sep 1 - Nov 20, 2025 - ~80 days "Your journey starts here" - aspiration and global travel, ending on campus. 1.93%Meta CTR $0.39Meta CPC $9,472Spend ![Phase 2 ad creative](https://fpga.youarein.ca/hs-fs/hubfs/undefined-Apr-15-2026-11-48-01-7638-PM.jpeg?width=700&height=439&name=undefined-Apr-15-2026-11-48-01-7638-PM.jpeg) Phase 2 ### Student Testimonials Nov 20, 2025 - Feb 28, 2026 - ~100 days Students on camera describing skills they're gaining from their programs. 2.55%Meta CTR $0.16Meta CPC $26,460Spend Winner ![Phase 3 ad creative](https://fpga.youarein.ca/hs-fs/hubfs/undefined-Apr-15-2026-11-48-01-9984-PM.jpeg?width=700&height=439&name=undefined-Apr-15-2026-11-48-01-9984-PM.jpeg) Phase 3 ### Day in the Life Mar 1 - Apr 14, 2026 - ~44 days No voice, music only - morning, LRT, campus, classrooms. Identity-first. 4.59%Meta CTR $0.11Meta CPC $15,941Spend +138% Meta CTR improvement Phase 1 -> Phase 3 -72% Meta CPC reduction $0.39 -> $0.11 -78% Cost per landing page view $0.88 -> $0.19 Meta Performance (Facebook + Instagram) #### Click-Through Rate (CTR) Phase 3 more than doubled Phase 1 #### Cost Per Click (CPC) Each phase drove cost down Impressions by Platform #### Total Impressions per Phase TikTok dominates reach; Meta scaled sharply in Phases 2-3 Spend & Landing Page Views #### Total Spend by Phase Phase 2 had the largest budget #### Landing Page Views (Meta) Phase 3: 46,980 visits at $0.19 each Google Search #### Search CTR Consistent ~13-14% across all phases - keywords are solid Full Metrics | Metric | Phase 1 | Phase 2 | Phase 3 | Overall | Trend | | --- | --- | --- | --- | --- | --- | | Meta CTR | 1.93% | 2.55% | **4.59%** | **3.59%** | Up Improving | | Meta CPC | $0.39 | $0.16 | **$0.11** | **$0.14** | Down Improving | | Meta Impressions | 195.96K | 2.28M | 1.74M | **5.77M** | Up Scaled | | Cost per LPV | $0.88 | $0.35 | **$0.19** | — | Down Improving | | TikTok CPM | $1.27 | $1.82 | $0.81\* | — | \*Switched to REACH | | TikTok Impressions | 2.51M | 3.71M | 2.77M | **11.2M** | -> Stable | | Google Search CTR | 13.83% | 12.26% | 13.81% | 13.21% | -> Stable | | Google Search CPC | $0.76 | $0.75 | $0.66 | $0.73 | Down Slight improvement | | YouTube CPC | $0.18 | $0.18 | $0.17 | $0.17 | -> Stable | | Total Spend | ~$9,472 | ~$26,460 | ~$15,941 | **$51,873** | - | What Each Channel Does Best Meta (Instagram/Facebook) Best: Clicks + landing page visits Avoid: Pure awareness - audience is past that TikTok Best: Cheap mass reach ($0.81 CPM) Avoid: Expecting clicks or direct traffic Google Search Best: High-intent program searchers Avoid: Over-spending on branded keywords YouTube Best: Low-cost video reach ($0.17 CPC) Avoid: Running without a creative strategy Key Insights & Recommendations #### Identity creative wins on paid social Day in the Life (no voice, music only, Ottawa + campus) produced 4.59% CTR and $0.11 CPC - exceptional for higher education. Produce more of this format. #### TikTok objective changed mid-campaign Phase 3 switched from TRAFFIC to REACH - the CTR drop is not a creative failure. Be explicit about which objective you are running before comparing phases. #### Shift Google budget to program-intent keywords "Carleton University" captures people who already know you. Move budget toward "public affairs degree ontario," "international relations carleton," and similar program-specific terms. Analysis based on Metricool Social Media Insights - Meta Ads, Google Ads, TikTok Ads - Sep 2025 - Apr 2026 TikTok Phase 3 objective change (TRAFFIC -> REACH) affects direct comparisons across phases [Current Campaign Performance](https://fpga.youarein.ca/social?hsLang=en) [![](https://fpga.youarein.ca/hs-fs/hubfs/FPGA_Vertical_CMYK_Red_Black_White_on_darkBG.png?width=2842&height=1280&name=FPGA_Vertical_CMYK_Red_Black_White_on_darkBG.png)](https://carleton.ca/FPGA) FOLLOW US [Follow us on Facebook](https://www.facebook.com/cufpga) [Follow us on LinkedIn](https://ca.linkedin.com/showcase/fpgacarleton/) [Follow us on Instagram](https://www.instagram.com/fpgacarleton)