MELLEKA MARKETING

Bay Street Lending

Multi-Platform Ad Performance Update
June 10 - 16, 2026
G

Google Ads

3 Search campaigns live, 3 paused

Live
Spend
$72.91
7-day total
Clicks
22
across 3 campaigns
Impressions
292
search network
CTR
7.53%
industry avg ~2-4%
Avg CPC
$3.31
industry avg $30-50
Conversions
0
tracking issue
CampaignSpendClicksImprCTRCPC
Working Capital Loans | High Intent $25.08 8 112 7.14% $3.14
SBA Loans | Government Backed $24.16 7 99 7.07% $3.45
Industry Specific | Construction Trucking Restaurant $23.67 7 81 8.64% $3.38
Total$72.91222927.53%$3.31
⚠
Zero conversions despite strong engagement. CTR (7.53%) and CPC ($3.31) are exceptional for business lending keywords, where industry averages are 2-4% CTR and $30-50 CPC. The most likely cause is that conversion tracking is not properly firing on the /get-started application form. This is the #1 priority to resolve.

Changes Made This Period

Jun 11
Created new RSA ad for Working Capital Loans campaign targeting fast funding and flexible credit with 15 headlines and 4 descriptions. Pinned H1: "Tired Of The Loan Runaround?"
Jun 11
Created new RSA ad for SBA Loans campaign with SBA-specific copy. Pinned H1: "SBA Loans, Zero Fluff." Final URL: baystreetlending.com/sba-loans
Jun 11
Created new RSA ad for Industry Specific campaign targeting trucking businesses. Final URL: baystreetlending.com/industries/trucking
Jun 11
Created new RSA ad for Industry Specific campaign targeting construction businesses. Final URL: baystreetlending.com/industries/construction
Jun 11
Created new RSA ad for Industry Specific campaign targeting restaurant businesses. Final URL: baystreetlending.com/industries/restaurants
Jun 12
Refreshed all Google campaigns with updated ad copy, keywords, and targeting
Jun 12
Updated form filter configuration for lead qualification
M

Meta Ads

3 campaigns built, pending creative assets and launch

Paused
Conversions | Business Owners | Lending Marketplace
Broad targeting, business owners 25-65, USA
Paused
Conversions | Industry Specific | Construction Trucking Medical
3 ad sets targeting specific industries
Paused
Retargeting | Website Visitors | Apply Now
30-day website visitor retargeting
Paused
ⓘ
Awaiting creative assets and pixel verification. Meta Pixel setup instructions have been sent. Competitor ad content is being designed based on references shared in Slack. Once creatives are approved and pixel is confirmed, these campaigns can be activated immediately.
⚠
Second Meta account (act_622666657400888) has a 403 permission error. The account owner needs to re-authorize ads_management access to resolve this.
R

Reddit Ads

7 campaigns built, pending ad group and ad creation

Paused
Working Capital | Community + Keywords
SBA Loans | Community + Keywords
Business Line of Credit | Community + Keywords
Equipment Financing | Community + Keywords
Invoice Factoring | Community + Keywords
Competitor Conquesting | Alternative Lenders
Traffic Campaign
ⓘ
Campaign shells built. Reddit account (a2_j5h1p412ailh) is live. All 7 campaigns need ad groups and ads created before they can start spending. Targeting business lending subreddits and relevant keyword groups.
in

LinkedIn Ads

Launching today

Launching

LinkedIn Ads Launching Today

Targeting business owners, CFOs, controllers, and financial decision-makers by job title, company size, and industry. LinkedIn's professional targeting is the ideal channel for B2B business lending.

Why LinkedIn for Business Lending

Precise B2B Targeting
Target by exact job title, seniority, company size, and industry
Decision-Maker Access
Reach CFOs, business owners, and finance directors directly
Professional Context
Users are in a business mindset, receptive to financial solutions

Work Completed

12 tasks completed this period

  • Google AdsRefreshed Google campaigns with updated ad copy, keywords, and targeting
  • Google AdsUpdated form filter configuration for lead qualification
  • RedditCreated Reddit Ads account and built 7 campaigns
  • RedditCreated general content ads for Reddit campaigns
  • MetaSet up Meta Pixel and sent integration instructions
  • EmailCreated Email Campaign #1 for lead nurture workflow
  • EmailCreated Email Campaign #2 for lead nurture workflow
  • EmailSet up email domain for sending
  • CRMCreated Zapier integration: web form submissions to Melleka app
  • CRMUpdated SMS snippet according to Slack thread
  • ReportingCreated performance reporting deck
  • ReportingCreated Bing Ads account for future expansion

Priority Action Items

Critical next steps to maximize performance

  1. Verify conversion tracking on /get-started form (form submission + phone call events). Google Ads is getting great clicks at great CPCs but we cannot measure conversions until this is confirmed.Urgent
  2. Fix Meta account permissions. Second Meta account (act_622666657400888) returning 403 error. Needs re-authorization from the account owner.Urgent
  3. Set up Google Tag on the website to enable proper event tracking across all platforms.Urgent
  4. Launch LinkedIn Ads today. Campaigns targeting business owners, CFOs, and financial decision-makers.Today
  5. Finalize Meta ad creatives. Designs based on competitor references are in progress. Once approved, activate all 3 Meta campaigns.
  6. Build Reddit ad groups and ads. 7 campaign shells are ready; need ad group targeting and creative to start spending.
  7. Enable paused Google campaigns. Once tracking is confirmed, activate Business Line of Credit, Equipment Financing, and Invoice Factoring campaigns to expand coverage.
MELLEKA MARKETING
melleka.com