PBCSC Meta Ads Performance
I managed the Meta Ads for Palm Beach Currumbin Sports Club (PBCSC) to improve their local visibility and engagement.
From April to June 2025, my focus was on driving link clicks as the primary performance indicator due to the club’s external booking system. Below is a breakdown of the campaign results, an analysis of costs, and my recommendations for future optimisation.
PBCSC meta ads performance
Interactive report: Apr 1 – Jun 1, 2025
Total spend (AUD)
$317.41
Total link clicks
526
Total reach
32,284
Rationale for awareness campaign
A dedicated awareness campaign was executed to achieve two primary objectives. Firstly, it aimed to increase general visibility and get the word out about PBCSC as a local club within the community. Secondly, it was crucial to dispel any negative perceptions of the club that might have lingered from previous years, actively working to re-establish a positive public image. Despite the clear need for such a campaign, we operated with a limited budget. Hence, Meta Ads was chosen as the most effective avenue due to its low cost and high reach capabilities, coupled with geo-fencing, which allowed us to precisely target the local community. This foundational effort helped in broadening our audience base before targeting specific engagements.
Spend vs. clicks: a campaign analysis
This chart directly compares the amount spent against the link clicks received for each major campaign. Link clicks served as a primary Key Performance Indicator (KPI) for us, as PBCSC utilises an external iframe-based booking system. This setup meant we could not directly optimise towards actual bookings within Meta Ads; hence, link clicks represented the most accurate measure of user engagement and successful transition to the booking platform.
Attribution: Effectiveness vs. efficiency
Here, I’ve analysed campaign performance based on the attribution settings used. The charts below compare the total clicks each campaign generated against its cost-per-click (CPC), revealing which strategies were best for driving volume versus which were most cost-effective.
Link Clicks by campaign
Cost Per Click (CPC) by campaign
Campaign click contribution
The “Bookings” campaign was the clear powerhouse of this period, responsible for the vast majority of all link clicks. This overwhelming contribution signifies a strong resonance with the audience for this type of content and offering. The “Awareness” campaign also played a valuable role in driving engagement, with “Memberships” showing potential in a highly targeted, niche capacity.
Key Takeaways & recommendations
Based on my analysis, I recommend the following actions to optimise future campaigns.
Optimise budget
Continue monitoring the spend-to-click relationship. I will consider increasing the budget for high-performing campaigns like “Bookings” that show a strong return on investment.
Refine attribution
I will use ‘7-day click or 1-day view’ for high-volume campaigns. For efficiency, like with memberships, I will leverage the highly cost-effective ‘7-day click, 1-day view, or 1-day engaged-view’ setting.
A/B Test creatives
I will enhance click-through rates by systematically testing different ad copy, visuals, and audience targeting parameters to discover what resonates most with the audience.
Track conversions
To get a full picture of success, I will implement conversion tracking to monitor post-click actions, such as actual bookings or membership sign-ups, providing a deeper layer of data.
Monitor frequency
I will keep a close watch on the ad frequency metric. While the current average of 1.79 is reasonable, it’s important to prevent ad fatigue by not overexposing the same audience.
Focus on “bookings”
Given its standout success, I recommend dedicating a significant portion of future efforts to campaigns related to bookings, potentially exploring similar successful ad formats and offers.