Facebook Profit Jumps 71% Year-over-Year

You're right, my advertising experience is limited. My background is software engineering and only touched advertisement with placements on my blogs, and advertising on Facebook back in like 2005 when they were still college only...those were the days you paid a flat fee, based on the number of users at a university, to advertise at an entire university!

In regards to measuring performance - discounts were offered if they mentioned the 'web special'. Zilch. We actually spent money on Direct Mail, and mailing out coupons within those packs in an envelope. Direct Mail...is not cheap...thousands of dollars. Other franchise owners said word of mouth will drive the most customers.

We only had 1 customer come in with a coupon, and she was already with communication with my wife prior and just wanted to know if she could stack it with another promotion.

My wife has been up and running for 3 months, and every customer is by word of mouth. It is a franchise, so their friends and family have used it. They would drive by and see the pylon sign, or searched online and found our location. The amount of customers is say, 60 over 3 months. It is a service that families pay reoccurring.

The service, without being specific, is tutoring. So the customer base would be say, within 5 mile radius with kids in elementary - high school. Ads were targeted to the 3 zip codes that surround and specific key words were used, including generic "math classes", to competitor's brand, to the local school names. We've had luck by sponsoring a school, as well.

I don't know what metric is most telling, or if you have time. But I pasted some censored metrics here (http://imgur.com/a/j69Qv). I would be open to giving Google ads another shot if you feel I can tweak it for better performance...and any resources you feel would help would be appreciated.

Thanks!

Thanks for your reply. Just to clarify - when you say, zero data on conversations, you are referring to some way to track if any Google ads customers, take action on the ad?

After clicking on an ad, a potential customer is brought to the website that explains pricing. The website then says if you mention the 'web special' you get $50 off the first month.

Also, this kind of business, typically has active ~150 customers to make $100k. In a month, you may have 20 sign up, 10 drop, etc. So, we're not going to have huge data set similar to an app download or an online store.

# of potential customers...well a student between 1st grade and 12th grade are potential customers. With 4 elementary schools, 3 middle schools and 2 high school near by...back of the napkin (I don't have the #'s on me right now) would be 7000...in reality, no one in the USA has more than 1,200 customers, and that is in major city like Los Angeles (which we are not in).