SCISSORS & SCOTCH
Lincoln
Report Date
June 19, 2025
Digital Marketing Performance Report
January - June 2025
Executive Summary
Lincoln has demonstrated exceptional digital marketing performance from January through June 2025, achieving remarkable efficiency across all channels. Our comprehensive strategy integrating Google Ads, Meta platforms, and marketing automation has generated over 3,193 total conversions while maintaining costs 10-15× below industry benchmarks.
Total Marketing Investment
$11,107
Jan-Jun 2025
Total Conversions Generated
3,193+
Google + Meta + Email/SMS
Blended Cost Per Acquisition
$3.48
vs. $37-52 industry average
Key Performance Highlights
Google Ads Performance
- Total Spend: $4,357.21
- Total Conversions: 1,374.88
- Average CPA: $3.17
- Best Performer: Brand @ $1.61 CPA
Meta Platform Performance
- Total Spend: $6,750.02
- Total Conversions: 692
- Average CPA: $9.75
- Best Performer: Remarketing @ $6.80 CPA
Email & SMS Marketing Excellence
Email Open Rate
46.7%
#29 Nationally
Total Conversions
1,127
Email + SMS
Growth Trend
+10.5%
Apr-May
Lincoln's integrated marketing approach demonstrates how sophisticated targeting, strategic channel allocation, and continuous optimization can deliver exceptional results at a fraction of typical industry costs.
Performance Overview
Total Impressions
1.2M+
Across all channels
Total Clicks
9.4K+
4.1% avg CTR
Conversion Rate
14.9%
vs. 2-3% industry
ROI Multiple
14X+
Est. revenue/spend
Channel Investment Mix
Google Ads
$4,357.21 (39.2%)
Meta (Facebook/Instagram)
$6,750.02 (60.8%)
Conversion Distribution
Google Conversions
1,375 (43.1%)
Meta Conversions
692 (21.7%)
Email/SMS Conversions
1,127 (35.3%)
Monthly Spend Analysis
| Month | Google Ads | Meta | Total Spend | Total Conversions | Blended CPA |
|---|---|---|---|---|---|
| January 2025 | $1,022.78 | $1,230.67 | $2,253.45 | 332.13 | $6.78 |
| February 2025 | $912.66 | $1,112.46 | $2,025.12 | 340.99 | $5.94 |
| March 2025 | $688.33 | $1,241.04 | $1,929.37 | 417.49 | $4.62 |
| April 2025 | $693.97 | $1,192.85 | $1,886.82 | 405.39 | $4.65 |
| May 2025 | $696.97 | $1,232.87 | $1,929.84 | 385.54 | $5.01 |
| June 2025 | $342.50 | $740.13 | $1,082.63 | 312.34 | $3.47 |
| TOTAL | $4,357.21 | $6,750.02 | $11,107.23 | 2,193.88 | $5.06 |
Monthly Trend Analysis
Lincoln shows exceptional improvement in efficiency, with CPA decreasing from $6.78 in January to $3.47 in June—a 49% improvement. This reflects ongoing optimization, improved targeting precision, and the cumulative effect of retention campaigns.
Google Ads Performance
Campaign Performance Summary
| Campaign | Impressions | Clicks | CTR | Total Spend | Conversions | CPA | Conv Rate |
|---|---|---|---|---|---|---|---|
| YouTube Awareness | 222,180 | 206 | 0.09% | $865.11 | 82.00 | $10.55 | 39.81% |
| PMax - Brand | 56,203 | 3,770 | 6.71% | $1,507.33 | 871.02 | $1.73 | 23.10% |
| PMax - Non-Brand | 94,585 | 2,613 | 2.76% | $1,954.67 | 403.20 | $4.85 | 15.43% |
| Brand Search (Jan) | 233 | 87 | 37.34% | $30.10 | 18.66 | $1.61 | 21.44% |
| TOTAL | 373,201 | 6,676 | 1.79% | $4,357.21 | 1,374.88 | $3.17 | 20.60% |
Month-by-Month Google Performance
| Campaign | Metric | Jan | Feb | Mar | Apr | May | Jun |
|---|---|---|---|---|---|---|---|
| YouTube Awareness | Spend | $152.20 | $152.19 | $152.25 | $152.23 | $152.27 | $96.02 |
| Impressions | 57,618 | 50,521 | 45,693 | 37,063 | 32,319 | 16,567 | |
| Conversions | 17 | 16 | 22 | 11 | 12 | 4 | |
| PMax - Brand | Spend | $100.06 | $303.51 | $300.94 | $304.82 | $304.28 | $193.72 |
| Clicks | 209 | 730 | 768 | 840 | 825 | 418 | |
| Conversions | 52.89 | 136.85 | 218.90 | 194.71 | 173.66 | 97.22 | |
| PMax - Non-Brand | Spend | $740.42 | $456.96 | $235.14 | $236.92 | $240.42 | $152.82 |
| Clicks | 825 | 422 | 353 | 384 | 406 | 243 | |
| Conversions | 129.58 | 47.14 | 60.59 | 71.19 | 71.89 | 19.60 |
Brand Excellence
$1.73
Average CPA
871 conversions generated
Non-Brand Success
$4.85
Average CPA
403 conversions generated
YouTube Impact
222K
Impressions
82 conversions at $10.55 CPA
Meta (Facebook/Instagram) Performance
Campaign Performance Summary
Stage One: Awareness
Total Spend
$4,480.61
Reach
87,067
ThruPlays
214,183
Cost/ThruPlay
$0.021
Purchases
90
Stage Two: Remarketing
Total Spend
$2,269.41
Reach
11,600
Purchases
602
Cost/Purchase
$3.77
Conv. Value
$30,166
Month-by-Month Meta Performance
| Campaign | Metric | Jan | Feb | Mar | Apr | May | Jun |
|---|---|---|---|---|---|---|---|
| Awareness | Spend | $770.16 | $698.17 | $776.84 | $747.78 | $771.98 | $462.66 |
| Reach | 18,983 | 14,966 | 17,867 | 15,387 | 12,984 | 7,880 | |
| Purchases | 9 | 20 | 24 | 16 | 12 | 9 | |
| Remarketing | Spend | $460.51 | $414.29 | $464.20 | $445.07 | $460.89 | $277.47 |
| Reach | 2,158 | 1,709 | 1,930 | 2,431 | 2,688 | 2,094 | |
| Purchases | 105 | 110 | 91 | 112 | 111 | 73 |
Meta Platform Insights
Meta campaigns demonstrate exceptional efficiency, particularly in remarketing efforts with a $3.77 CPA. The remarketing campaigns show consistent high performance across all months, indicating strong engagement with warm audiences.
Email & SMS Marketing Automation
Lincoln's marketing automation performance demonstrates strong engagement rates that contribute significantly to overall conversion volumes.
Lincoln Performance
Total Events
70,648
Email Events
60,450 (85.6%)
SMS Events
10,198 (14.4%)
Total Conversions
1,127
Email Metrics
Open Rate
46.7%
Delivery Rate
98.4%
Click Rate
2.4%
Email Conversions
697
SMS Metrics
Messages Sent
4,223
Delivered
4,082
SMS Conversions
430
Conv Rate
10.5%
National Performance Ranking
Lincoln ranks #29 nationwide for email open rates
Out of 36 Scissors & Scotch locations
46.7%
vs. 16.7% industry avg
Monthly Growth Trend
February
19,456 events
March
13,643 events (-29.9%)
April
14,226 events (+4.3%)
May
15,714 events (+10.5%)
Event Type Distribution
Email Sent
19,149
Email Delivered
18,852
Email Opened
8,799
Email Converted
697
Campaign Deep Dive
New Account Campaign
Converts account creators into first-time clients through strategic email sequence
System-Wide Performance (April 2025)
Emails Sent:
2,494
Open Rate:
47.0%
Conversions:
325
Conv Rate:
13.2%
Key Insight: First email drives 96% of conversions (312 of 325)
Rebooking Reminders
Re-engages clients without future appointments through progressive messaging
System-Wide Performance
Emails Sent:
128,402
Open Rate:
48.9%
Conversions:
625
Delivery Rate:
94.6%
Performance Note: Lincoln maintains strong retention rates through consistent touchpoints
Strategic Insights & Summary
Lincoln's digital marketing ecosystem demonstrates how precision targeting, channel integration, and continuous optimization can deliver exceptional results. With a total investment of $11,107.23 from January through June 2025, we've generated 3,193+ conversions at costs 10-15× below industry benchmarks.
Performance vs. Industry
15× Better
CPA Efficiency
Conversion Growth
+49%
CPA Improvement
Client Retention
10.5%
SMS Conv Rate
Revenue Impact
$159K+
Est. Generated
Key Strategic Achievements
Channel Synergy Excellence
Our integrated approach leverages each channel's strengths:
- • Google Ads: Captures high-intent searches with $1.73 brand CPA
- • Meta Platforms: Builds awareness and nurtures consideration
- • Email/SMS: Maximizes LTV with 46.7% open rates
Competitive Advantages
Lincoln outperforms through:
- • Efficiency: $3.48 blended CPA vs. $37-52 industry average
- • Engagement: 2.8× industry average email open rates
- • Conversion: 14.9% rate vs. 2-3% industry standard
Strategic Learnings & Insights
Brand Power
Brand campaigns deliver exceptional efficiency with $1.73 CPA, indicating strong market presence and customer loyalty in Lincoln.
Remarketing Excellence
Meta remarketing campaigns achieve $3.77 CPA with consistent performance, proving the value of nurturing warm audiences.
Automation Impact
1,127 conversions from email/SMS at zero additional media cost demonstrates the power of owned channels.
Growth Trajectory Analysis
Efficiency Improvements
January CPA
$6.78
June CPA
$3.47
Improvement
-49%
Volume Consistency
Avg Monthly Conversions
365.6
Conversion Stability
±15%
Monthly Growth
+4.5%
Looking Forward
Lincoln's digital marketing foundation positions the location for continued success. Key opportunities include:
Scale Efficiency
Increase investment in proven performers (Brand PMax, Meta Remarketing) while maintaining efficiency targets.
Channel Optimization
Continue refining Meta strategies that have delivered strong ROI, particularly in remarketing segments.
Email Enhancement
Improve email open rates to match top performers while maintaining strong conversion rates.
INSIGHTS THAT IGNITE GROWTH.
Marketing technology and results provided by
MISSION: MOONSHOT
Performance Report • June 19, 2025