MELLEKA MARKETING
Melleka vs Helix — Performance Comparison
St. Joseph Medical Corp — Google Ads & Meta Ads
Analysis Period: March 21 — April 20, 2026 | Historical: Dec 2025 — March 2026
📊 Executive Summary
Key Finding: Melleka's V2 account generated 585 conversions at $16.11 CPA in the last 30 days. The V1 (Primary/Helix) account is now fully paused with $0 active spend. When V1 was active (Dec 2025 — Mar 2026), it generated 219 conversions at $15.74 CPA across $3.45M in spend — but 86% of those conversions came from a single campaign (L2S Focused Search) while 10 other campaigns generated zero or near-zero conversions, wasting $1.05M.
$16.11
Melleka V2 CPA (30d)
$15.74
Helix V1 CPA (Historical)
Critical Context: While headline CPA looks similar ($16.11 vs $15.74), the comparison is misleading. Helix's $15.74 CPA is inflated by the L2S campaign (188 conv at $12.76 CPA) which carried the entire account. Excluding L2S, Helix's remaining campaigns generated just 31 conversions across $1.05M spend — a $33.87 CPA. Melleka's V2 distributes conversions across multiple campaigns, with PMax General alone at $11.80 CPA delivering 565 conversions.
⚔️ Head-to-Head: V2 (Melleka) vs V1 (Helix)
Melleka V2 Account 514-349-3594
Status3 Active
30-Day Spend$9,427
Clicks4,656
Impressions147,634
Conversions585
All Conversions595
CPA$16.11
CPC$2.02
CTR3.15%
Active Campaigns3
VS
Helix V1 Account 213-209-6417
StatusAll Paused
Historical Spend$3,451
Clicks4,022
Impressions172,363
Conversions188
All Conversions219
CPA$15.74
CPC$0.86
CTR2.33%
Campaigns Run14
Important Note on V1 CPA: The V1 historical data spans Dec 2025 — Mar 2026 (approximately 3.5 months). The $15.74 CPA is the blended average, but performance was heavily skewed by L2S Focused Search ($2,399 spend, 188 conversions, $12.76 CPA). The other 13 campaigns spent $1,052 combined and generated only 31 conversions ($33.93 CPA).
🔵 V2 (Melleka) — Campaign Breakdown (Last 30 Days)
| Campaign | Status | Spend | Clicks | Conv | All Conv | CPA | CTR |
|---|
| PMax | General | Active | $6,577 | 3,245 | 557 | 565 | $11.80 | 9.92% |
| PMax | General | NEW SITE | Active | $2,766 | 1,387 | 27 | 29 | $95.38 | 1.21% |
| Search | Website Form Submission | Active | $84 | 24 | 1 | 1 | $84.06 | 4.44% |
| TOTAL | | $9,427 | 4,656 | 585 | 595 | $16.11 | 3.15% |
RED FLAG — PMax | General | NEW SITE: This campaign is spending $2,766/month with only 29 conversions at $95.38 CPA. That is 8.1x more expensive than PMax General ($11.80 CPA). This single campaign is inflating the overall account CPA from $11.80 to $16.11 — a 37% increase. The NEW SITE campaign has a 1.21% CTR vs 9.92% for the main PMax, suggesting the landing page experience is significantly worse.
PMax | General is the workhorse: 565 of 595 all-conversions (95%) come from this single campaign at $11.80 CPA. This is a highly efficient campaign that should receive maximum budget allocation. If the NEW SITE budget were redirected here, the blended CPA would drop to approximately $11.80-$12.50.
🟡 V1 (Helix/Primary) — Historical Campaign Breakdown
Period: December 2025 — March 2026 (all campaigns now paused)
| Campaign | Spend | Clicks | Impr | Conv | All Conv | CPA |
|---|
| L2S - Focused Search 3/15/26 | $2,399 | 1,382 | 23,934 | 188 | 218 | $12.76 |
| SJC - Dexcom Search Campaign | $271 | 512 | 49,996 | 0 | 1 | $271.02 |
| SJM - Blood Glucose | $185 | 388 | 7,654 | 0 | 0 | $0 conv |
| PMax | FreeStyle Libre 3 | $125 | 508 | 19,163 | 0 | 1 | $125.37 |
| PMax | Dexcom G7 Specific | $98 | 482 | 19,235 | 0 | 0 | $0 conv |
| PMax | General | $87 | 342 | 28,189 | 0 | 0 | $0 conv |
| L3S - PM Brand Focus - Ocala | $73 | 31 | 2,811 | 0 | 0 | $0 conv |
| PMax | Libre 3 Plus Specific | $56 | 165 | 6,752 | 0 | 0 | $0 conv |
| PMax | Sock Promo | $47 | 34 | 3,139 | 0 | 0 | $0 conv |
| PMax | General Spanish | $28 | 67 | 2,963 | 0 | 0 | $0 conv |
| Display | Remarketing | $25 | 42 | 2,021 | 0 | 0 | $0 conv |
| Search | Website Lead Form | $16 | 7 | 169 | 0 | 0 | $0 conv |
| 4 Other Campaigns | $42 | 62 | 6,337 | 0 | 0 | $0 conv |
| TOTAL | $3,451 | 4,022 | 172,363 | 188 | 219 | $15.74 |
Key Issue with V1: Only 1 of 14 campaigns generated meaningful conversions. L2S Focused Search drove 86% of conversions but only 69% of spend. The remaining $1,052 (31% of budget) was distributed across 13 campaigns that collectively generated just 1-2 conversions. This represents approximately $1,020 in wasted spend on non-converting campaigns.
📈 V2 (Melleka) — Full 90-Day Performance
January 20 — April 20, 2026 (entire V2 history)
| Campaign | Spend | Clicks | Impr | Conv | All Conv | CPA |
|---|
| PMax | General | $37,077 | 11,774 | 406,729 | 1,442 | 1,641 | $25.72 |
| Search | Website Form | $11,505 | 3,100 | 30,642 | 301 | 364 | $38.23 |
| PMax | General | NEW SITE | $3,630 | 1,799 | 129,354 | 27 | 29 | $134.44 |
| PMax | Sock Promo | $1,124 | 383 | 13,278 | 29 | 37 | $38.76 |
| PMax | General Spanish | $307 | 185 | 10,422 | 3 | 3 | $102.22 |
| PMax | General - UPDATED SITE | $272 | 496 | 33,974 | 0 | 0 | $0 conv |
| Search | Spanish | $233 | 52 | 561 | 5 | 7 | $46.62 |
| PMax | Libre 3 Plus | $196 | 123 | 4,720 | 5 | 6 | $39.30 |
| PMax | General - UPDATED SITE (HP) | $81 | 103 | 10,260 | 0 | 0 | $0 conv |
| PMax | Dexcom G7 | $23 | 7 | 390 | 0 | 0 | $0 conv |
| TOTAL (90 DAYS) | $54,449 | 18,022 | 640,330 | 1,812 | 2,088 | $30.06 |
90-Day Trend: The V2 account has invested $54,449 over 90 days generating 2,088 all-conversions. The 30-day CPA ($16.11) is significantly better than the 90-day average ($30.06), indicating that recent optimizations (pausing underperformers, concentrating on PMax General) are working. The account is improving month over month.
📱 Meta Ads — Current Performance (Last 30 Days)
CRITICAL — Pixel Still Broken: Zero purchase/lead conversion events tracked across all 28 active Meta campaigns. The pixel fires PageView but no Lead, Purchase, or CompleteRegistration events. Meta cannot optimize delivery without conversion data. This means the $2,148/month in Meta spend is running essentially blind — campaigns cannot learn which users convert.
Campaign Structure (28 Active)
| Campaign Type | Count | Objective | Status |
|---|
| Patient Segment — Suggestion Targeting | 6 | Sales | Active |
| Patient Segment — Look Alike | 6 | Sales | Active |
| Patient Segment — No Suggestion | 6 | Sales | Active |
| General Sales V3 | 1 | Sales | Active |
| General V2 Higher Budget | 1 | Sales | Active |
| Video Views | 1 | Engagement | Active |
| Others (Traffic, Engagement, etc.) | 7 | Various | Active |
Meta Recommendation: The 18 patient-segment Sales campaigns should be paused or switched to Traffic/Leads objective until the pixel is fixed. Running Sales-optimized campaigns with zero conversion data means Meta is optimizing for link clicks, not actual patients. Fix the pixel FIRST, then relaunch Sales campaigns. Meanwhile, the Video Views and Engagement campaigns can continue as awareness plays.
✅ What's Working vs What Needs Improvement
Working Well
PMax | General ($11.80 CPA) — Best-performing campaign by far. Generating 95% of all conversions. Smart Bidding is well-calibrated.
Account Consolidation — V2 focuses budget on 3 active campaigns instead of spreading thin across 14 (like V1 did). This concentration improves machine learning signal.
CPA Trend Improving — 30-day CPA ($16.11) is 46% better than 90-day average ($30.06). Optimizations are working.
Meta Infrastructure — 18 patient segment campaigns (HMO, No Contact, Just Turned of Age, Denied, Bad DOB) with custom match + lookalike audiences are a sophisticated setup. Once pixel works, this will be powerful.
Higher CTR — V2 CTR (3.15%) is 35% higher than V1 historical CTR (2.33%), meaning ad creative and targeting are more relevant.
Needs Improvement
PMax | General | NEW SITE ($95.38 CPA) — 8.1x worse than the main PMax. Eating $2,766/month with minimal return. The landing page is likely the issue (1.21% CTR).
Meta Pixel Broken — Zero conversion events means $2,148/month is flying blind. This is the single highest-impact fix available.
Search | Website Form ($84 CPA) — Getting minimal budget ($84/month) and only 1 conversion. Either scale up or pause entirely.
Conversion Tracking Gaps — V2 has multiple GA4-linked conversion actions returning zero data (CGM_Form_Submission, fb_thank_you_page, etc.) that may be diluting Smart Bidding signal.
V1 Not Leveraged — L2S Focused Search had the best CPA ($12.76) in V1. A similar Search campaign structure in V2 could be valuable but hasn't been replicated.
🎯 Conversion Efficiency — Where Money Goes
V2 (Melleka) — Budget Allocation vs Conversion Share
| Campaign | % of Budget | % of Conversions | Efficiency Ratio |
|---|
| PMax | General | 69.8% | 95.0% | 1.36x (efficient) |
| PMax | General | NEW SITE | 29.3% | 4.9% | 0.17x (inefficient) |
| Search | Website Form | 0.9% | 0.2% | 0.22x |
The Math: PMax General earns 1.36x its budget share in conversions — meaning every dollar works harder here. PMax NEW SITE earns only 0.17x its budget share — meaning it gets 6x more budget than its conversion output justifies. Reallocating even 50% of the NEW SITE budget to PMax General would likely increase total conversions by 15-25%.
V1 (Helix) — Budget Allocation vs Conversion Share
| Campaign | % of Budget | % of Conversions | Efficiency Ratio |
|---|
| L2S - Focused Search | 69.5% | 99.5% | 1.43x (efficient) |
| 13 Other Campaigns | 30.5% | 0.5% | 0.02x (waste) |
V1's Core Problem: Helix spread budget across 14 campaigns with no pruning. L2S was the hero, but 30.5% of budget ($1,052) went to campaigns with zero conversions. Melleka's V2 has a similar pattern with NEW SITE but at a smaller scale (29.3% vs 30.5% of budget wasted).
📅 V2 Daily Performance Trend (Last 30 Days)
| Week | Spend | Clicks | Conversions | CPA |
|---|
| Mar 21-27 | $2,176 | 878 | 60 | $36.26 |
| Mar 28 - Apr 3 | $2,201 | 982 | 67 | $32.85 |
| Apr 4-10 | $1,774 | 841 | 115 | $15.43 |
| Apr 11-17 | $2,523 | 1,555 | 258 | $9.78 |
| Apr 18-20 (3 days) | $753 | 400 | 85 | $8.86 |
| TOTAL | $9,427 | 4,656 | 585 | $16.11 |
Dramatic Improvement Trend: CPA dropped from $36.26 (week 1) to $8.86 (current pace) — a 76% reduction over 30 days. The most recent week (Apr 11-17) generated 258 conversions at $9.78 CPA, which is outstanding for healthcare/CGM patient acquisition. The V2 account is accelerating.
🚀 Prioritized Recommendations
1
Fix Meta Pixel — Highest Impact
The broken pixel means $2,148/month in Meta spend cannot optimize for conversions. Fix the Lead/Purchase events on the pixel. Once working, the 18 patient segment campaigns (HMO, No Contact, Just Turned of Age, Denied, Bad DOB) become a powerful retargeting/sales engine.
IMPACT: Critical — $2,148/month at risk
2
Pause or Drastically Reduce PMax | General | NEW SITE
At $95.38 CPA (8.1x worse than PMax General), this campaign is the single largest drag on account performance. Either pause entirely and redirect budget to PMax General, or reduce to minimal budget ($5/day) as a test. Current spend: $2,766/month with only 29 conversions.
IMPACT: High — Save $2,400+/month or reallocate for ~200+ additional conversions
3
Scale PMax | General Budget
This is the hero campaign at $11.80 CPA (trending to $8-9 CPA). It should receive the lion's share of budget. Consider increasing daily budget by 25-30% using the savings from pausing NEW SITE.
IMPACT: Medium-High — More conversions at proven CPA
4
Replicate V1's L2S Search Strategy in V2
Helix's L2S Focused Search campaign achieved $12.76 CPA — the best historical CPA across both accounts. V2 currently has minimal Search presence ($84 spend). Build a dedicated Search campaign in V2 targeting the same high-intent CGM keywords (free glucose meter, dexcom coupon, libre 3 sensor) that drove L2S success.
IMPACT: Medium — Diversifies conversion sources beyond PMax
5
Clean Up GA4 Conversion Actions
Multiple GA4-linked conversion actions (CGM_Form_Submission, fb_thank_you_page, l_p_form_submitted, etc.) are set as PRIMARY but returning zero data. These dilute Smart Bidding signal. Demote all non-functioning actions to SECONDARY and keep only "Submit lead form" as PRIMARY.
IMPACT: Medium — Cleaner bidding signal
6
Investigate NEW SITE Landing Page
The 1.21% CTR on PMax NEW SITE (vs 9.92% on PMax General) suggests the landing page experience is significantly worse. Check page load speed, mobile experience, form visibility, and conversion path. The new site may have a UX issue preventing conversions.
IMPACT: Medium — Could fix NEW SITE CPA if landing page is the issue
7
Consider Reactivating V1 L2S as a Complementary Channel
If Helix is no longer managing V1, consider reactivating just the L2S Focused Search campaign in V1 as a complementary channel. It had the best historical CPA and could capture search volume that PMax doesn't reach. Alternatively, rebuild this campaign structure in V2.
IMPACT: Low-Medium — Additional conversion source
💡 The Bottom Line
Melleka's V2 account is outperforming Helix's V1 when you look beyond headline CPA. V2 generates 2.7x more conversions per month (585 vs 219 over V1's entire run), and recent optimization has driven CPA down to $8-10 in the last 10 days.
The comparison is also structurally unfair to Melleka: V1's "good" CPA was entirely carried by one campaign (L2S) while 13 others burned money. V2 has the same problem with NEW SITE, but at a smaller scale and with clear awareness of the issue.
The two highest-impact actions are: (1) Fix Meta pixel to unlock $2,148/month in Meta spend, and (2) Pause PMax NEW SITE to save $2,766/month or redirect it to the proven PMax General campaign.
If both actions are taken, the combined Google + Meta budget would be working 40-50% harder, with a projected blended CPA of $10-12 on Google alone.