Ad Spend Analysis · Validity Report
₹21.6L spent across 30 ads, generating 93 qualified leads at ₹23,244 CPQL
Nov 2025 to Aug 2026 (partial). CPL has improved steadily from ₹1,598 to ₹612, but verification rates have dropped, pushing CPVL higher. Best-performing ad: Testimonial (Dr. Ritesh Tapkire) at ₹5,139 CPQL.
Monthly spend and lead generation
CPL has improved from ₹1,598 in Dec'25 to ₹612 in Aug'26. The absolute spend peaked at ₹332K in Dec'25 and has stabilized around ₹230-240K since May'26.
Monthly ad spend (₹)
Cost per lead, cost per verified lead, cost per qualified lead (₹)
| Month | Spend | Leads | VL | QL | CPL | CPVL | CPQL |
|---|---|---|---|---|---|---|---|
| Nov'25 | ₹2,34,695 | 182 | 68 | 16 | ₹1,290 | ₹3,451 | ₹14,668 |
| Dec'25 | ₹3,32,380 | 208 | 61 | 10 | ₹1,598 | ₹5,449 | ₹33,238 |
| Jan'26 | ₹2,95,599 | 201 | 52 | 10 | ₹1,471 | ₹5,685 | ₹29,560 |
| Feb'26 | ₹2,28,053 | 154 | 34 | 5 | ₹1,481 | ₹6,707 | ₹45,611 |
| Mar'26 | ₹1,83,428 | 229 | 40 | 5 | ₹801 | ₹4,586 | ₹36,686 |
| Apr'26 | ₹1,60,713 | 230 | 43 | 9 | ₹699 | ₹3,738 | ₹17,857 |
| May'26 | ₹2,32,693 | 253 | 49 | 15 | ₹920 | ₹4,749 | ₹15,513 |
| Jun'26 | ₹2,37,725 | 277 | 40 | 16 | ₹858 | ₹5,943 | ₹14,858 |
| Jul'26 | ₹2,39,836 | 303 | 36 | 7 | ₹792 | ₹6,662 | ₹34,262 |
| Aug'26 | ₹16,536 | 27 | 3 | 0 | ₹612 | ₹5,512 | - |
| Total | ₹21,61,658 | 2,064 | 426 | 93 | ₹1,047 | ₹5,074 | ₹23,244 |
Per-ad performance (all months cumulative)
30 ad creatives tracked. Sorted by total spend. Ads with no qualified leads represent spend that hasn't converted to pipeline yet.
Top 10 ads by spend (₹)
| Ad creative | Spend | Leads | VL | QL | CPL | CPVL | CPQL |
|---|---|---|---|---|---|---|---|
| Carousel Ad_Q1_2025 | ₹5,61,666 | 429 | 141 | 24 | ₹1,309 | ₹3,984 | ₹23,403 |
| Testimonial Ad2 [Nurse Sarita] | ₹2,22,078 | 181 | 54 | 13 | ₹1,227 | ₹4,113 | ₹17,083 |
| Static Ad7 [Smart-ER Losing Patients] | ₹2,19,881 | 260 | 52 | 9 | ₹846 | ₹4,228 | ₹24,431 |
| NICU Ad2 [night risk+uncertainty] | ₹2,14,364 | 168 | 37 | 10 | ₹1,276 | ₹5,794 | ₹21,436 |
| Smart NICU [NICU Brochure] | ₹1,87,002 | 288 | 37 | 10 | ₹649 | ₹5,054 | ₹18,700 |
| Static Ad3 [Tech focused] | ₹1,69,696 | 132 | 25 | 8 | ₹1,286 | ₹6,788 | ₹21,212 |
| Static Ad8 [Smart-ER No Delays] | ₹75,187 | 94 | 21 | 3 | ₹800 | ₹3,580 | ₹25,062 |
| Hindi NICU Ad1 [infections] | ₹53,116 | 86 | 10 | 4 | ₹618 | ₹5,312 | ₹13,279 |
| Smart ER 2AM Carousel | ₹51,949 | 73 | 6 | 1 | ₹711 | ₹8,658 | ₹51,949 |
| VitalVision Static [Inception] | ₹46,391 | 35 | 5 | 1 | ₹1,325 | ₹9,278 | ₹46,391 |
| Static Ad4 [Nursing Excellence] | ₹41,979 | 57 | 4 | 2 | ₹737 | ₹10,495 | ₹20,990 |
| Smart-ER Carousel Ad1 | ₹38,413 | 45 | 6 | 2 | ₹854 | ₹6,402 | ₹19,207 |
| Hindi Carousel Ad1 | ₹36,773 | 38 | 8 | 1 | ₹968 | ₹4,597 | ₹36,773 |
| Nursing Excellence Carousel | ₹28,780 | 34 | 5 | 1 | ₹846 | ₹5,756 | ₹28,780 |
| Testimonial Ad4 [Dr. Ujjvala] | ₹18,116 | 25 | 5 | 0 | ₹725 | ₹3,623 | - |
| Carousel Ad2 [Hesitation] | ₹16,085 | 11 | 2 | 0 | ₹1,462 | ₹8,043 | - |
| Testimonial Ad1 [Dr. Ritesh 2026] | ₹15,965 | 29 | 3 | 1 | ₹550 | ₹5,322 | ₹15,965 |
| Tamil Carousel Ad1 | ₹12,279 | 16 | 3 | 0 | ₹767 | ₹4,093 | - |
| Telugu Carousel Ad1 | ₹11,668 | 23 | 3 | 0 | ₹507 | ₹3,889 | - |
| Testimonial Ad1 [Dr. Ritesh 2025] | ₹10,278 | 23 | 7 | 2 | ₹447 | ₹1,468 | ₹5,139 |
| Smart-ICU Ad2 [ICU functioning] | ₹7,936 | 7 | 0 | 0 | ₹1,134 | - | - |
| Static Ad2 [Team Availability] | ₹6,837 | 8 | 0 | 0 | ₹855 | - | - |
| NICU Ad1 [infections 2025] | ₹3,567 | 1 | 1 | 0 | ₹3,567 | ₹3,567 | - |
| Static Ad1 [Generic ICU] | ₹316 | 1 | 0 | 0 | ₹316 | - | - |
| All ads total | ₹21,61,658 | 2,064 | 426 | 93 | ₹1,047 | ₹5,074 | ₹23,244 |
Top and bottom performers by CPQL
Filtered to ads with at least 2 qualified leads for meaningful comparison.
CPQL comparison: best vs worst (₹)
| Rank | Ad creative | CPQL | QL | Spend | CPL |
|---|---|---|---|---|---|
| 1 | Testimonial Ad1 [Dr. Ritesh 2025] | ₹5,139 | 2 | ₹10,278 | ₹447 |
| 2 | Hindi NICU Ad1 [infections] | ₹13,279 | 4 | ₹53,116 | ₹618 |
| 3 | Testimonial Ad2 [Nurse Sarita] | ₹17,083 | 13 | ₹2,22,078 | ₹1,227 |
| 4 | Smart NICU [NICU Brochure] | ₹18,700 | 10 | ₹1,87,002 | ₹649 |
| 5 | Smart-ER Carousel Ad1 | ₹19,207 | 2 | ₹38,413 | ₹854 |
| 8 | NICU Ad2 [night risk+uncertainty] | ₹21,436 | 10 | ₹2,14,364 | ₹1,276 |
| 9 | Carousel Ad_Q1_2025 | ₹23,403 | 24 | ₹5,61,666 | ₹1,309 |
| 10 | Static Ad7 [Smart-ER Losing Patients] | ₹24,431 | 9 | ₹2,19,881 | ₹846 |
| 11 | Static Ad8 [Smart-ER No Delays] | ₹25,062 | 3 | ₹75,187 | ₹800 |
Retroactive qualification tracking
Leads created in earlier months can qualify in later months. This section tracks how many leads from each creation month have been qualified to date, based on Zoho CRM deal data. 5 cross-month qualifications were detected where lead creation month differs from qualification month.
The CPQL figures in the monthly table above reflect same-month qualifications as reported in the Validity sheet. The retroactive view below shows the cumulative picture from Zoho CRM, including leads that qualified in subsequent months.
| Lead creation month | Zoho QLs (cumulative) | With ad attribution | Sheet QLs (same-month) |
|---|---|---|---|
| Nov'25 | 7 | 3 | 16 |
| Dec'25 | 17 | 8 | 10 |
| Jan'26 | 17 | 15 | 10 |
| Feb'26 | 12 | 12 | 5 |
| Mar'26 | 10 | 8 | 5 |
| Apr'26 | 9 | 8 | 9 |
| May'26 | 17 | 17 | 15 |
| Jun'26 | 16 | 14 | 16 |
| Jul'26 | 59 | 53 | 7 |
| Aug'26 | 5 | 5 | 0 |
Recommendations
Scale testimonial ads. Both Dr. Ritesh Tapkire (₹5,139 CPQL) and Nurse Sarita Chhetri (₹17,083 CPQL with 13 QLs) outperform the average. Create more testimonial variants.
could reduce overall CPQL by 15-20%Re-evaluate Carousel Ad_Q1_2025. It's the highest-spend ad (₹5.6L, 26% of total) but CPQL is ₹23,403, above average. With 24 QLs, it converts at volume but not efficiently. Test refreshed creative.
potential savings of ₹1-2L if CPQL brought to ₹17KInvestigate declining verification rates. VL% has dropped from 37% (Nov'25) to 11% (Jul'26) even as lead volume grew. The lower funnel is leaking, more leads are getting disqualified or stuck.
verification rate recovery could improve CPVL significantlyHindi NICU ad shows promise. ₹13,279 CPQL with strong CPL of ₹618. Currently small spend (₹53K), consider increasing budget for this creative in NICU-focused markets.
low-risk scale opportunityData source: CP_Client report_Validity_Nov'25-2026 (Google Sheet). Zoho CRM deal data for retroactive qualification tracking. All monetary values in INR. VL = verified leads (Pre-Qualified + Qualified + Nurturing). QL = qualified leads. CPL = cost per lead. CPVL = cost per verified lead. CPQL = cost per qualified lead. Aug 2026 data is partial (month in progress). This report is auto-generated on the 4th of each month and will retroactively update CPQL figures as leads qualify over time.