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