A complete quantification of all work performed
across paid media, creative production, CRM automation, and strategic
management over 120 days starting May 2026.
2,047
Total Work Items
Across 47+ workstreams
301
Google Ads Changes
11 categories, 2 versions
1,383
Bing Strategic Changes
2,400 total records
500
Reddit Optimizations
10 campaigns, 30 ad groups
156
Meta Ad Changes
3 campaigns, 10 ad sets
99
Creative Assets
95 images + 4 videos
84
CRM Tasks
85 done, 11 in progress
383
Paid Search Leads
+ 8 AI leads generated
This audit documents 2,047 individual work
items logged across 6 paid media platforms,
140+ social content pieces, full email and SMS
production, CRM automation setup, and 99 creative
assets produced over 120 days of active
engagement beginning May 2026.
Monthly
Work Volume
June 2026333 items
July 2026159 items
August
2026283 items
September
20261,272 items
Section 02
Google Ads
📊 Google Ads Platform
Full campaign management across two Google Ads accounts with 301 tracked changes from April 13 to September 23, 2026 — the original V1 account plus a brand-new V2 account built in September.
301
Total Changes
270
V1 Account
31
V2 Account
6
Months Active
11
Change Types
Monthly Change Breakdown
April 2026 (from Apr 13)38 changes
May 20266 changes
June 202646 changes
July 202636 changes
August 202657 changes
September 2026 (87 V1 + 31 V2)118 changes
Changes by Category
Category
Changes
Share
Keywords
105
34.9%
Ad Creative
64
21.3%
Other
36
12.0%
Budget
33
11.0%
Conversion Tracking
18
6.0%
Status Changes
14
4.7%
Search Themes
9
3.0%
Targeting
8
2.7%
Bidding
6
2.0%
Account Setup
6
2.0%
Ad Extensions
2
0.7%
Total
301
100%
Account Breakdown
V1 — Primary Account · 270 changes
April 13 – September 23, 2026. Keywords 100 · Ad Creative 62 · Other 36 · Budget 27 · Conversion Tracking 14. Campaigns: Search | General and PMAX | Capital Loans.
August: target CPAs set at $30.00 on Search | General and $33.46 on PMAX | Capital Loans. September: both target CPAs removed; Search | General switched from Maximize Conversions to Maximize Clicks (with a $5.00 bid limit), then back to Maximize Conversions.
Conversion Tracking (18 changes)
June (V1): call conversions “Call ((929) 933-6121)” and “Calls from ads.” September (V2): “Submit lead form (page load baystreetlending.com)” and “Calls from ads,” plus Google Maps and Business Profile links.
Keyword Cleanup (105 changes)
Search-term reviews drove a steady stream of negative keywords blocking low-intent traffic, pausing startup-loan terms, and adding merchant cash advance coverage.
Grant & bad-credit searches blocked
llc grantssba grantssmall business grants 2026ein grantsfederal grants for small business start upgrants for women to start small businessbad credit business loanssmall business loans with bad creditsame day business loans bad creditbusiness loan bad credit no income
Competitor, calculator & login searches blocked
kapitusking capitaldac david allen capitalall star capitalfineday fundsclover capital loginsba loan portal loginsba loan calculator504 loan calculatorcommercial loan calculator freecommercial truck finance calculatorsba loan phone number
Startup keywords paused
business start up loansloan for new business startupgrants to start a businessstart up small business grantseasy approval startup business loansbusiness loans for start up business
Merchant cash advance keywords added
merchant cash advance for small businessfast merchant cash advanceapply for merchant cash advancebusiness cash advance no collateralhow does a merchant cash advance work
Protection & Assets
Click-Fraud & Security
ClickCease tracking template added to the V1 account in September to monitor invalid clicks. Two-step verification enabled on V1 (Aug 11) and V2 (Sep 17).
Ad Creative & Assets (64 changes)
Headlines, descriptions, images, sitelinks and other assets built at account, campaign and asset-group level — heaviest in April (28) and June (17) — plus PMAX asset groups for Capital Loans.
Section 03
Meta Ads
📱 Meta Ads Platform
Complete Facebook and Instagram advertising
management with 156 tracked changes across 3 campaigns, 10 ad sets, and
11 creative iterations, from April 20 to September 23, 2026.
156
Total Changes
3
Campaigns Managed
10
Ad Sets
11
Ad Creatives
3
Custom Audiences
6
Months Active
Monthly
Change Distribution
April 202642 changes
May 20266 changes
June 202630 changes
July 20268 changes
August 20265 changes
September
202665 changes
Change Categories
Ad Creative
Design33
Audience
Targeting27
Campaign & Ad Set
Setup22
Placement &
Delivery21
Budget &
Bidding18
Image Design &
Upload14
Pixel, Audiences &
Compliance11
Status &
Optimization10
Campaign Architecture
Campaign
Status
Created
Ad Sets
Focus
Leads Campaign | Industry
Specific
Active
Apr 20
7 ad sets · 11 ads
Industry-segmented targeting
Leads | General
Paused
Jun 18
1 ad set · 1 ad
Broad business financing
Leads Campaign |
Retarget
Active
Sep 21
2 ad sets · 2 ads
Website + lead form retargeting
All three
campaigns run with the Leads objective, Auction buying, Lowest Cost
bidding, and the Financial Products & Services special ad
category.
Created the Industry Specific campaign with four ad sets (Restaurant,
General, Construction, SBA Loans), all targeting ages 18–65 in the
US with Advantage Audience expansion — Restaurant, General, and
SBA on Small Business and Entrepreneurship interests, Construction on
Small Business interests for broader contractor reach. Designed the
first images and ads, connected the
Facebook Page and Instagram account, set the Financial Products special
ad category, and launched all ad sets across every Facebook and
Instagram placement on mobile and desktop.
Reviewed all live ads against Meta's financial advertising policies
and updated copy on Restaurant, Construction, and SBA creatives to avoid
rejection triggers. Created Bay Street Pixel V1 (ID 1898408830834146),
installed it on baystreetlending.com, and configured PageView, Lead, and
ViewContent events — verified firing across all landing pages.
Phase 3 — Expansion (Jun 18–19
· 30 changes)
Launched the Leads | General campaign ($1/day, Offsite Conversions
optimization) and expanded Industry Specific into Retail and Healthcare
ad sets ($1/day each), plus a Pharmacy ad. Wrote the Healthcare and
Pharmacy creatives, applied the ClickCease fraud exclusion list, and
launched everything simultaneously for multi-vertical testing.
Created the SBA V2 variant ("50+ Lenders Competing for You," See
Details CTA) to test competition-framed messaging against "SBA Loans
Made Simple." Resolved Meta compliance flags on 2 ads — copy
revised, resubmitted, and all ads approved. Reallocated budgets toward
higher-performing segments after analyzing the first 60 days.
Added NoBounce, DwellTime, and PageViews custom events to the pixel
for deeper behavioral data, and optimized conversion windows and
attribution. Created the ClickCease custom audience (~1,000 users) and
applied it as a fraud exclusion across all 10 ad sets in all 3
campaigns.
Built the account's first retargeting campaign on two new custom
audiences, refreshed Construction and Restaurant creatives with warmer
V2 messaging, launched three new $5/day ad sets, paused 5
underperforming ad sets and the entire Leads | General campaign, and
disabled Advantage Audience on retarget ad sets to keep the pools
focused.
Custom Audiences
5,800–6,800
Website — 90 Days Retarget
(visitors)
~1,000
Lead Form — Didn't Submit — 90
Days
~1,000
ClickCease Fraud Exclusion
The
ClickCease audience automatically excludes bot traffic and invalid
clicks from every campaign. The pixel was last verified firing on
September 22, with all audience populations growing ahead of the
retarget launch.
Ad Copy Written
Restaurant Ads (April 2026)
"Get Your Restaurant Funded Fast" — New
equipment, renovations, or a second location. Bay Street Lending matches
your restaurant with the right financing. One application. 50+ lenders.
Funded in as fast as 24 hours, 2-3 real options with clear terms, no
credit impact to pre-qualify. CTA: Learn More.
Construction Ads — Best Performing
(April 2026)
"Keep Your Projects Moving" — Over 2,500
businesses have used Bay Street Lending to secure the right financing,
including contractors and construction companies. One application
connects you with 50+ lenders. CTA: Learn More.
SBA Ads (April 2026)
"SBA Loans Made Simple" — Whether you're
starting, growing, or stabilizing your business, SBA loans offer low
rates, long terms, and government-backed security. Bay Street Lending
connects you with 50+ lenders through one application. CTA: Learn
More.
Healthcare Ads (June 2026)
"Healthcare Practice Funding, Simplified" —
Equipment upgrades, office expansion, or working capital. Bay Street
Lending helps healthcare professionals secure the right financing. One
application. 50+ lenders. CTA: Learn More.
Pharmacy Ads (June 2026)
"Grow Your Pharmacy Business Today" — Whether
you need to stock up on inventory, upgrade your POS system, or open a
second location, Bay Street Lending matches your pharmacy with the right
financing. One application. 50+ lenders. CTA: Learn More.
SBA V2 — A/B Test Variant (July
2026)
"50+ Lenders Competing for You" — A/B test
variant testing a competition-framed messaging angle against the
original "SBA Loans Made Simple" headline. CTA: See Details.
Construction V2 — Retarget Refresh
(September 2026)
"Keep Your Projects Moving" — Materials,
equipment, payroll, and permits. Construction runs on cash flow. When it
stalls, so does the job. Bay Street Lending connects you with 50+
lenders through one simple application. CTA: Learn More.
Restaurant V2 — Retarget Refresh
(September 2026)
"Your Restaurant Deserves the Right Financing"
— New equipment, repairs, or expanding your team. Running a
restaurant takes capital. Bay Street Lending connects you with 50+
lenders through one application. No long wait times, no runaround. CTA:
Learn More.
Every
creative shares the same value proposition framework: "50+ lenders,"
"24-hour funding," "No credit impact to pre-qualify," and "Apply in
seconds."
September 23 Consolidation
After
reviewing performance across all verticals, five underperforming ad sets
were paused — General, Construction, SBA Loans, Retail, and
Healthcare — along with the entire Leads | General campaign. In
their place, three new $5/day ad sets launched: Small Businesses and
General under the Retarget campaign (targeting the 90-day website and
lead-form audiences), and a new General ad set under Industry Specific
with refined Building Material + Construction interests replacing the
generic Small Business targeting. SBA messaging moved to the Retarget
campaign for the warm audience.
Note:
the change history numbers its ad sets #1 through #5 and #7 — no
ad set #6 appears in the records (the Pharmacy ad ran inside an existing
ad set), and the Retarget campaign's first ad set reuses the name "Ad
Set #4."
Section 04
Meta Ad Creative Gallery
All 63 Meta ad creative assets produced and
deployed. Click any image to view full size.
🎨
63 Unique Ad Creatives
Every creative was produced, reviewed, revised, and deployed to Meta
Ads. All images shown below are the final production versions from the
live campaigns.
Section 05
Animated Video Ads
3 fully produced animated video ad creatives
deployed across Meta platforms.
Animated Ad 1
Animated Ad 2
Animated Ad 3
Section 06
UGC Founder Video
Original founder-led video ad produced for
authentic, trust-building campaigns on Meta and beyond.
🎬
Authentic Founder Content
User-generated content style video featuring the Bay Street Lending
team. Produced to build trust and authenticity at scale.
UGC Founder Ad
Section 07
Email Marketing
Complete email campaign production including
newsletters, performance reports, and lead nurture sequences. 23 email
assets produced.
23 Email
Assets
Monthly
Newsletters
Lead Nurture
Sequences
Performance Reporting
Emails
Section 08
SMS Marketing
Full SMS campaign production with mockup
designs, copy, and automation sequences built for lead follow-up and
re-engagement.
💬
4 SMS Campaign Designs
Complete SMS mockups showing the message sequences, timing, and copy
developed for the Bay Street Lending lead follow-up system.
Section 09
Social Media Content
140+ social media content pieces produced for
Bay Street Lending's Facebook page and organic social presence. Full
Facebook page setup and content grid shown below.
140+
Social Pieces
Produced & published
1
Facebook Page
Full brand setup
5
Content Pillars
Education, tips, rates, team, promos
Facebook
Page
Social Content
Grid
Section 10
LinkedIn Advertising
💼 LinkedIn Campaign Manager
Full LinkedIn campaign management across 2
phases with dramatic efficiency improvements. Total spend: $2,928.24
over the engagement period.
$2,928
Total Spend
Managed & optimized
4,824
Total Clicks
Qualified traffic driven
300K+
Impressions
Brand exposure delivered
-67%
CPC Reduction
Phase 1 to Phase 2
-71%
CPM Reduction
Massive efficiency gain
+544%
Click Volume Increase
Phase 1 to Phase 2
23
Strategic Actions
2
Campaigns
4
Ad Sets
14.5s
Avg Landing Page Dwell
Period covered: June 22 – September 23, 2026.
Phase Comparison
Metric
Phase 1 — Website Visits
Phase 2 — Website Conversions
Change
Dates
Jun 22 – Jul 30 (~38 days)
Jul 30 – present (~56 days)
Spend
$933.57
$1,994.67
+$1,061
Impressions
36,305
264,639
+629%
Clicks
648
4,176
+544%
Click-Through Rate (CTR)
1.78%
1.58%
Cost Per Click (CPC)
$1.44
$0.48
-67%
Cost Per Mille (CPM)
$25.72
$7.54
-71%
Phase 1 CPM is calculated from the ad set data ($933.57 ÷ 36,305 impressions); the earlier summary figure of $28.56 did not match the ad set data.
Strategy Evolution
Phase 1 — Website Visits (Paused)
Launched June 22 with three ad sets — General, Small Business and Construction — on a $30/day Maximum Delivery budget. After 5+ weeks of data, Construction was identified as the weakest segment ($3.29 CPC, 2.3× General) while Small Business showed the best engagement (1.88% CTR).
Phase 2 — Website Conversions (Active)
Data-driven pivot on July 30 from traffic to conversion optimization. Conversion tracking configured, targeting narrowed to the best General and Small Business segments, and new lead-capture creative launched — delivering 6.4× more clicks at 67% lower CPC and 71% lower CPM.
Actions by Category (23)
Ad Creative Design & Upload5
Ad Set Creation4
Optimization & Monitoring3
Campaign Launch & Setup3
Budget Management3
Performance Analysis2
Audience Targeting2
Campaign Status Changes1
Ad Set Performance
Phase 1: Website Visits Campaign Paused
Ad Set
Spend
Impressions
Clicks
CTR
CPC
CPM
General
$680.66
27,319
484
1.77%
$1.41
$24.92
Small Business
$233.17
8,387
158
1.88%
$1.48
$27.80
Construction
$19.74
599
6
1.00%
$3.29
$32.96
Total
$933.57
36,305
648
1.78%
$1.44
$25.72
Phase 2: Website Conversions Campaign Active
Ad Set
Spend
Impressions
Clicks
CTR
CPC
CPM
General
$1,994.67
264,639
4,176
1.58%
$0.48
$7.54
Total
$1,994.67
264,639
4,176
1.58%
$0.48
$7.54
Change History Timeline
June 22, 2026 — Initial Campaign Launch
✓ Created “Website Visits” campaign: Maximum Delivery bidding, $30/day, CPM billing, Sponsored Updates
✓ Configured geographic, industry and job-function targeting for business lending prospects
✓ Created “Ad Set – General” and designed/uploaded its ad creatives
✓ Created “Ad Set – Small Business” with custom SMB copy and imagery
✓ Created “Ad Set – Construction” with industry-specific copy and visuals
✓ Set $30/day budget across the 3 ad sets
Early July 2026 — Performance Monitoring
✓ General 1.77% CTR / $1.41 CPC; Small Business 1.88% / $1.48; Construction 1.00% / $3.29 (underperforming)
Mid-July 2026 — Performance Analysis
✓ Reviewed 3 weeks of data: Construction CPC 2.3× higher than General ($3.29 vs $1.41); Small Business best engagement; ~$500 spent — used to plan Phase 2
July 30, 2026 — Pivot to Conversions
✓ Created new “Website Conversions” campaign
✓ Configured conversion tracking on baystreetlending.com
✓ Built new General ad set ($30/day) using Phase 1 learnings
✓ Designed new conversion-focused ads with loan-application CTAs
✓ Narrowed targeting to top General and Small Business segments; deprioritized Construction
✓ Moved the $30/day budget to the Conversions campaign
✓ Mid-campaign review: CPC down from $1.41 to $0.48, CPM from $24.92 to $7.54; pacing confirmed on track
Late August 2026 — Creative Refresh
✓ Refreshed ad images and copy to prevent creative fatigue and tested new lending messaging angles
September 2026 — Ongoing Management
✓ Ongoing bid and delivery optimization; 14.5-second average landing page dwell time
✓ End-of-period report: $2,928.24 total spend; Phase 2 delivered 6.4× more clicks, 67% lower CPC, 71% lower CPM; recommended scaling Conversions with expanded audience testing
Section 11
Bing Ads (Microsoft Advertising)
🔍 Microsoft Advertising
Comprehensive Microsoft Advertising management
with 1,383 strategic changes across 5 campaigns and 28 tracked
categories. 2,400 total records in the change history, June 26 – September 23, 2026.
1,383
Strategic Changes
2,400
Total Records
5
Campaigns
28
Change Categories
Top
5 Change Categories
Negative
Keywords395 changes
Headlines332 changes
Keywords196 changes
Descriptions88
changes
Performance
Max69 changes
4
Months Active
Jun 26 – Sep 23, 2026
10
Ad Groups
9 Search + 1 PMAX asset group
$1,000
Account Daily Limit
raised from $50
Monthly Activity
June
798 changes
The build. Ad Headlines 300 · Negative Keywords 176 · Keywords 119 · Descriptions 81 · Sitelinks 25 · Ads 20 · Ad URLs 20 · Callouts 13 · Ad Group Settings 9 · Ad Groups 9 · Account Settings 5 · Location 4 · Call Extensions 4 · Campaigns 4 · Bids 3 · Logo 2 · Structured Snippets 2 · Keyword Status 2. Account activated; 4 Search campaigns created with US targeting; call numbers (929) 933-6121 and (929) 357-1957 added; starting bids raised from $0.05 to $3.04.
July
309 changes
Negative Keywords 63 · PMax Asset Groups 62 · Bids 39 · Headlines 32 · Budgets 26 · Keywords 24 · Keyword Status 19 · Device 13 · Image Extensions 8 · Descriptions 7 · Sitelinks 5 · Demographic 4 · Status 3 · Automation 2 · Location 1 · Campaign 1. PMAX | Capital Loans launched; General, SBA and Working Capital switched to Maximize Conversions; Medical & Dental headlines added; SBA, Industry and Working Capital campaigns paused.
August
162 changes
Negative Keywords 109 · Keywords 19 · Keyword Status 16 · Device 6 · Budgets 5 · PMax Asset Groups 5 · Location Extension 1 · Status 1. 75 off-target terms blocked on PMAX (home, personal, auto, jobs, free, calculator…); Business Profile location added; account limit raised to $1,000/day; PMAX paused.
September
114 changes
Negative Keywords 47 · Keywords 34 · Keyword Status 7 · Device 5 · Demographic 4 · Automation 4 · Budgets 4 · Status 3 · Match Type 3 · PMax Asset Groups 2 · Negative Removed 1. Grant and startup keywords paused; 3 keywords narrowed Broad → Phrase; AI Max, auto-generated text/images, search term matching and URL expansion turned off on Search | General; age bids adjusted; PMAX paused and reactivated.
Search | Industry Specific | Construction Trucking Restaurant
Construction Loans · Trucking & Transport · Restaurant & Food · Medical & Dental
$3 → $2 (Jul)
Paused Jul
Account-wide daily limit: $50 → $100 → $500 (Jul) → $1,000 (Aug). Budget steps are put in order by matching each change to the previous one, since the deck lists them out of date order.
Bidding (42 changes)
June: General Ad Group starting bids raised from $0.05 to $3.04. July: bids adjusted between $3.00 and $6.40 (e.g. $3.04 → $3.00 → $6.40 → $5.56 … $4.04). Bidding goal switched to Maximize Conversions on Search | General (from Enhanced CPC), SBA Loans and Working Capital (from Maximize Clicks).
Targeting & Automation
Device bids (24): on Search | General, desktops raised to +15% and +20%, tablets lowered to −10% and −15%, and smartphones set to −10% in September. Age (Sep): 18–24 lowered to −20%, 25–34 +10%. PMAX location intent tested, then set to physical location. September: AI Max, search term matching, auto-generated text and images, and final URL expansion turned off on Search | General.
Ads & Ad Assets
332 headlines, 88 descriptions and 20 ads across every ad group; 30 sitelinks, 13 callouts, 8 images, 4 call extensions, 2 logos, structured snippets (Types: Working Capital, SBA Loans, Equipment Financing, Line of Credit, Invoice Factoring, PO Financing; industries: Construction, Trucking, Restaurants, Medical, Retail, Manufacturing) and a Business Profile location. PMAX: 69 asset-group changes (images, headlines, search themes such as “Small business loans,” “Working capital loans,” “business cash flow loan”).
One Application, 50+ LendersGet Funded As Fast As 6 HoursNo Credit Impact To ApplyLet Lenders Compete For YouA Marketplace, Not a BankWorking Capital Up to $2MKeep Your Fleet RollingKitchen Equipment LoansCover Payroll & MaterialsGrow Your Healthcare Practice
Keyword Clean-Up
Off-target searches blocked on PMAX (75 terms, Aug)
illinois small business grantsstarbucks small business grantifundwomen grantsfema sba loan applicationbusiness mortgage payment calculatorondeck.com/loginlendio.com logingrantno creditfree
small business grantssmall business grants onlinestartup business loansbusiness equipment financingsmall business loans online“SBA loans” Broad → Phrase“small business loans” Broad → Phrase“SBA loan for small business” Broad → Phrase
Section 12
Reddit Ads
🤖 Reddit Advertising
Full Reddit advertising operation with 500 tracked changes across 10 campaigns, 30 ad groups, and 23 distinct change categories — built from scratch in July 2026 and targeted at small-business-owner communities where BSL’s borrowers talk about funding.
500
Total Changes
10
Campaigns
30
Ad Groups
7
Days with Changes
23
Change Categories
3
Months (Jul–Sep)
Strategy Evolution
Phase 1 — Multi-Campaign Launch
July 2, 2026
Built the entire Reddit Ads account from scratch. Created 8 product-specific campaigns with a dual targeting strategy (community audiences + contextual keywords) across every lending vertical.
8 campaigns · 6 ad groups · 182 settings configured
Phase 2 — Strategic Consolidation
July 16–20, 2026
After initial data collection and Reddit compliance review, consolidated the 8 campaigns into a single Lead Campaign with optimized ad groups. Resolved ad rejections, rebuilt ad creative, and launched with the Conversions objective.
8 campaigns paused · 1 Lead Campaign · 8 new ads
Phase 3 — Ongoing Optimization
August–September 2026
Expanded placements to include Reddit Search, adjusted budgets based on performance, managed ad compliance reviews, and refined targeting parameters.
45 Aug changes · 1 Sep change · $30 daily goal
Monthly Activity
July — launch & consolidation454 changes
August — Search placement expansion45 changes
September — budget increase ($10 → $30/day)1 change
Reddit Strategy
Targeted small-business-owner communities including r/smallbusiness, r/business, r/Entrepreneur, r/Businessowners, r/shopify, r/ecommerce and industry communities like r/Truckers, r/Construction and r/restaurateur, paired with contextual keywords around SBA loans, working capital, equipment and franchise financing. All ads targeted the US, ran on Feed and Comments placements (Search added in August), and were adapted to Reddit’s finance ad-policy requirements.
Changes by Category (23 types)
Placement Targeting54
Status Changes42
Structure & Assignment42
Audience Targeting38
Ad Creative32
Naming & Organization29
Scheduling29
Budget & Goals26
Bidding Strategy22
Geo Targeting20
Community Targeting20
Platform & Language20
Frequency Caps20
Keyword Targeting19
Ad Review & Compliance17
Demographic Targeting13
Priority13
Delivery Settings11
Interest Targeting10
Targeting Expansion9
Device Targeting9
Campaign Objectives3
Billing2
Campaign Architecture (10 campaigns)
Campaign
Status / Notes
Changes
SBA Loans | Community + Keywords
Launched Jul 2 · paused Jul 16
14
Working Capital | Community + Keywords
Launched Jul 2 · paused Jul 16
4
Equipment Financing | Community + Keywords
Launched Jul 2 · paused Jul 16
2
Invoice Factoring & PO | Community + Keywords
Launched Jul 2 · paused Jul 16
1
Invoice Factoring & PO Finance | Community + Keywords
Launched Jul 2 · paused Jul 16
1
Business Line of Credit | Community + Keywords
Launched Jul 2 · paused Jul 16
1
Industry Specific | Construction, Trucking, Restaurant, Medical
Launched Jul 2 · paused Jul 16
3
Competitor Conquesting | Lender Alternatives
Launched Jul 2 · paused Jul 16
2
Lead Campaign
Created Jul 16 · Conversions objective · active
14
Traffic Campaign
Budget $20 → $10 (Jul 14) → $30 (Sep 21)
2
Ad Groups (30) — changes recorded
General - Community Audience Target (67)General - Keywords Target (67)Working Capital - Community Target (33)SBA Loans | Keywords (32)SBA Loans - Keyword Target (32)SBA Loans | Communities (32)SBA Loans - Community Target (32)Industry Specific - Community Target (22)Working Capital | Keywords (2)Working Capital | Communities (2)Working Capital - Keyword Target (2)Industry Specific - Keyword Target (2)Invoice Factoring - Keyword Target (1)Invoice Factoring - Community Target (1)Invoice Factoring | Keywords (1)Invoice Factoring | Communities (1)Competitor | Keywords (1)Competitor | Communities (1)Competitor Conquesting - Keyword Target (1)Competitor Conquesting - Community Target (1)Industry | Keywords (1)Industry | Communities (1)Equipment | Communities (1)Equipment | Keywords (1)Equipment Financing - Community Target (1)Equipment Financing - Keyword Target (1)Line of Credit | Keywords (1)Line of Credit | Communities (1)Line of Credit - Keyword Target (1)Line of Credit - Community Target (1)
sba loansba 7a loansba loan requirementssba loan applicationhow to get sba loansba fundinggovernment business loansmall business administration loanSBA approvalSBA financingSBA equipment loan
Growth & industry themes
business loanbusiness financinghow to get a business loanneed fundingworking capitaloperating capitalgrowth capitalcash flow financingpayroll financingfinancing for expansionretail expansionseasonal business fundingoffice buildoutacquire a businessfranchise financingopening a restaurantrestaurant financingtruck financingconstruction businessconstruction equipment financingcontractor loanchiropractor financing
Ad Approval & Budget History
Ad Review & Compliance (17 changes)
Reddit flagged ads under its finance policies on July 8 (Ad 3 moved to “Finance & Crypto Restricted”), July 16 (8 rejections for “Finance & Crypto Licensing and Registration”) and July 20 (8 rejections for “Finance & Crypto Restricted”). Each round was resolved by rebuilding the creative and resubmitting, and the new Lead Campaign ads went live.
Budget History
Launch campaigns started at $20.00/day with campaign budget optimization. Traffic Campaign reduced $20 → $10/day on July 14 while data was collected; on July 20 the new General ad groups were set to $5/day each with Lead optimization. The Traffic Campaign was then increased $10 → $30/day on September 21 to hit the $30 daily goal.
Activity Timeline (7 active days)
Thu, Jul 2, 2026
182 changes
Account built from scratch: 8 product campaigns, community + keyword ad groups, US geo targeting, Feed + Comments placements, $20/day budgets, CPC bidding.
Wed, Jul 8, 2026
1 change
Reddit review moved Ad 3 from “Finance & Crypto Licensing and Registration” to “Finance & Crypto Restricted.”
Tue, Jul 14, 2026
1 change
Traffic Campaign budget reduced from $20.00 to $10.00 per day.
Thu, Jul 16, 2026
143 changes
All 8 launch campaigns paused; new Lead Campaign created with Conversions objective; General community and keyword ad groups built; ads 1–4 created (8 ad records) and flagged by Reddit for “Finance & Crypto Licensing and Registration.”
Mon, Jul 20, 2026
127 changes
Ads 1–4 rebuilt (8 ad records), flagged again as “Finance & Crypto Restricted” and resubmitted; General ad groups set to $5/day with Lead optimization; Working Capital budget corrected from $2,000 to $5.
Tue, Aug 18, 2026
45 changes
Reddit Search placement added to every ad group (Feed + Comments → Feed + Comments + Search).
Mon, Sep 21, 2026
1 change
Traffic Campaign budget increased from $10.00 to $30.00 per day.
Section 13
OpenAI / ChatGPT Advertising
✨ OpenAI Ad Platform
Pioneer-level deployment on OpenAI's emerging ad
platform. Bay Street Lending was one of the earliest business lenders to
advertise on ChatGPT, with ads targeted by topic to reach people asking
about business financing.
31
Total Changes
6
Ad Variations
3
Phases
8
AI Leads Generated
💡
First-Mover Advantage on AI Advertising
By establishing a presence on OpenAI's ad platform early, Bay Street
Lending positions itself ahead of the business lending industry in
AI-powered search. The 8 leads generated represent early validation of
this emerging channel with significant room for scale.
The full account was built from scratch and launched within three days:
1
Ad account created
OpenAI/ChatGPT Ads account for Bay Street Lending created, status set to Active (Jul 15).
2
Campaign launched: “Bay Street Lending campaign”
Status Active, $100.00/day budget, start date July 15, 2026 (Jul 15).
3
Ad Group 1 created
Status Active, billed per click (CPC), $3.50 max bid, manual bid strategy (Jul 15).
4
Ad 1 created (initial)
Title: “Bay Street Lending | Financial Capital for SMEs” · Desc: “Wall Street expertise for Main Street businesses. One application, 50+ lenders, funded in as fast as…” · Link: baystreetlending.com · Image added (Jul 15).
5
20 context keywords added, then reformatted
Contextual targeting set up to reach users asking ChatGPT about business financing topics; keyword formatting then cleaned up for proper API delivery across all 20 terms (Jul 17).
6
Ad 1 full copy overhaul
Title: “Bay Street Lending | Financial Capital for SMEs” → “Business Funding $250K to $50M+. 6 Hours” · Desc → “One application, 50+ lenders. Get 2-3 real offers with clear terms. No obligation to apply.” (Jul 17).
7
Ads 2–4 created across distinct angles
Ad 2 Social Proof: “2,500+ Businesses Funded. 5.0 Stars” · Ad 3 Pain Point: “Need Capital? Skip the Bank Runaround” · Ad 4 Lender Network: “One Application. 50+ Lenders. Fast Funding” — each with its own image (Jul 17).
8
All 4 ad images replaced
Brand-new professionally designed visuals uploaded for Ads 1–4, optimized for ChatGPT's ad placement format (Jul 17).
9
Campaign renamed
“Bay Street Lending campaign” → “Financing for Businesses | General” (Jul 17).
10
Conversion pixel installed
“My first pixel” (web client data source) created for conversion tracking on baystreetlending.com (Jul 17).
11
Budget adjusted $100 → $25/day
Reduced from the initial test budget to controlled spend during the optimization phase (Jul 17).
Coordinated same-day refresh: Ad 4 title and Ad 1, Ad 2, Ad 3 descriptions all updated from “50+ lenders” to “100+ lenders” to reflect the expanded lender network.
2
Ad 1 title updated
“Business Funding $250K to $50M+. 6 Hours” → “Quick Business Funding $250K to $50M+.”
3
Ad 1 and Ad 4 images replaced
Refreshed creative designs uploaded as part of the September creative refresh.
4
Ad 5 created (speed angle)
Title: “Quick Business Funding $250K to $50M+.” · Desc: “One application, 100+ lenders. Get 2-3 real offers with clear terms. No obligation to apply.” · Image added.
5
Ad group renamed
“Ad group 1” → “Open Audience” — clearer naming to reflect the broad contextual targeting strategy.
6
Conversion event: Page Viewed
Event type page_viewed, source “My first pixel”, 30-day click-through attribution window.
7
Copy of Ad 4 created as A/B test variant
Title then switched from “One Application. 100+ Lenders. Fast Funding” to “One Application. 100+ Lenders. 6 Hour Funding” — testing the “6 Hour Funding” urgency hook vs “Fast Funding” for conversion lift.
Note: the deck's phase headers say 18 changes for Phase 1 and 13 for Phase 3, but its own dated change list shows 17 and 12 — the figures used here, which add up to the 31 total.
20 Context Keywords (Intent Targeting)
Reaching users actively asking ChatGPT about business financing
small business fundingbusiness fundingapply for business loanbusiness loan fasthow to get a business loanSBA loanbusiness line of creditrevenue based financingequipment financingworking capital loanbusiness expansion fundingstartup business loancommercial lendingalternative business lendingbest business loan optionsbusiness loan comparisonhow to fund my businessquick business fundingbusiness financing optionsmerchant cash advance
Ad Creative Evolution
Ad 1
Title V1: Bay Street Lending | Financial Capital for SMEs
Title V2: Business Funding $250K to $50M+. 6 Hours
Title V3: Quick Business Funding $250K to $50M+.
2 image refreshes
Ad 2 — Social Proof
Title: 2,500+ Businesses Funded. 5.0 Stars
Desc V1: …shops 50+ lenders for you
Desc V2: …shops 100+ lenders for you
1 image refresh
Ad 3 — Pain Point
Title: Need Capital? Skip the Bank Runaround
Desc V1: …50+ lenders, 2-3 real offers
Desc V2: …100+ lenders, 2-3 real offers
1 image refresh
Ad 4 + Copy (A/B Test)
Title V1: One Application. 50+ Lenders. Fast Funding
Title V2: One Application. 100+ Lenders. Fast Funding
A/B Test: …100+ Lenders. 6 Hour Funding
2 image refreshes
Ad 5 (New, Sep 23)
Title: Quick Business Funding $250K to $50M+.
Desc: One application, 100+ lenders. Get 2-3 real offers with clear terms. No obligation to apply.
Fresh creative for expanded A/B testing
Key Strategic Decisions
50+ to 100+ Lender Messaging Update
All ad copy across 4 ads updated to reflect the expanded lender network (50+ to 100+). A coordinated, same-day refresh across every active creative to ensure messaging consistency.
Multi-Angle Creative Strategy
6 total ads built across distinct angles: Social Proof (“2,500+ Funded, 5.0 Stars”), Pain Point (“Skip the Bank Runaround”), Speed (“6 Hour Funding”), Lender Network (“100+ Lenders”), and Value Prop (“2-3 Real Offers, No Obligation”).
Full Conversion Tracking Pipeline
Web pixel installed, two conversion events configured (Registration Completed + Page Viewed), both with 30-day click-through attribution windows. Windsor API key created for automated performance reporting.
20 Context Keywords for Intent Targeting
Contextual keyword targeting configured to reach users actively asking ChatGPT about business financing: SBA loans, equipment financing, working capital, merchant cash advance, and 16 more high-intent terms.
Section 14
CRM & AI Automations
Complete CRM setup, automation architecture, and
AI-powered lead management systems built and deployed for Bay Street
Lending's sales pipeline.
84
Total CRM Tasks
77
Tasks Completed
92% completion rate
11
In Progress
383
Paid Search Leads
210
Website Opportunities
8.6% win rate
8
AI-Qualified Leads
CRM Task Completion
Rate92%
CRM Setup Deliverables
✓ Lead pipeline configuration and stage mapping
✓ Automated follow-up sequences (SMS + email)
✓ AI lead qualification chatbot deployed
✓ Integration with paid media platforms
✓ Lead routing and assignment rules
✓ Reporting dashboard setup
✓ Dead lead re-engagement campaigns
✓ Conversion tracking across all touchpoints
Lead Pipeline Summary
Paid
Search Leads
383
Website
Opportunities
210 8.6% win
rate
AI-Generated
Leads
8
Section 14B
CRM, AI & Automations Deep Dive
April 2026 through September 2026. Every CRM integration, marketing automation, AI initiative, conversion tracking setup, email/SMS nurture sequence, and platform operation task completed or initiated for Bay Street Lending.
Since launching our engagement in April 2026, Melleka Marketing has executed a sweeping infrastructure buildout across Bay Street Lending's entire marketing and CRM technology stack. The work spans the full lifecycle of a modern growth operation: connecting Salesforce as the source of truth, building Zapier integrations to sync leads across platforms, designing multi-step nurture workflows in the Melleka App (GoHighLevel), standing up JustCall automations for missed-call follow-ups, launching conversion tracking across Google, Meta, Bing, Reddit, and LinkedIn, and implementing click-fraud protection.
Every task listed below represents hands-on execution by the Melleka team, from Salesforce webhook configuration and named credential setup, to HTML email template design, toll-free number provisioning, and ad platform AI automation enablement. This is the full accounting of what has been built, what is live, and what remains in progress.
84
Total Tasks
77
Completed
7
In Progress / Pending
10
Categories
92%
Completion Rate
6
Months Active
Salesforce Lead & Opportunity Results
Cumulative lead generation and opportunity pipeline results tracked in Salesforce since the start of the engagement, reflecting the combined output of all paid advertising platforms, website lead forms, and AI-driven channels.
Paid Search Leads
383
Total Paid Search Leads
Google Ads
118
Bing / Microsoft
91
Facebook
1
Yahoo
1
No Source Attributed
172
Lead Status Breakdown
■ Closed - Not Converted: 186 ■ Open - Not Contacted: 179 ■ Working: 18
Website Opportunities
210
Total Website Opportunities
18
Won Opportunities
192
Open / In Pipeline
8.6% win rate on website-sourced opportunities
ChatGPT / AI-Sourced Leads
8
Total ChatGPT Leads
2
Currently Working
ChatGPT Ads (OpenAI) is an emerging channel that Bay Street Lending was among the first in the lending industry to activate. These 8 leads represent early traction from a net-new advertising platform.
CRM connectivity, webhook configurations, and automated workflows between Salesforce and marketing platforms
13 of 14 complete
1
Connected Salesforce to the Melleka App (GoHighLevel) and ensured all leads flow into the Melleka App
Established the foundational CRM-to-marketing-platform integration, enabling Salesforce lead records to automatically sync into the Melleka App for nurture workflows, SMS outreach, and email marketing. This was the critical first step in building the full automation stack.
Done
2
Set up a Salesforce automation to send data to a webhook once a new contact is added to the TrustPilot list
Configured a Salesforce Flow that fires whenever a new contact record is added to the TrustPilot review list. The flow packages the contact data (name, email, funded amount) and sends it to an external webhook endpoint, enabling downstream automation in the Melleka App to trigger personalized TrustPilot review request emails.
Done
3
Created named credentials and external webhook credentials in Salesforce
Set up the secure authentication infrastructure within Salesforce to allow outbound webhook calls. Named Credentials in Salesforce handle secure storage of endpoint URLs and authentication tokens, ensuring the webhook integrations meet enterprise security standards and can communicate with external systems without exposing API keys.
Done
4
Configured the TrustPilot review automation using the agreed filters from Vadym's list
Implemented the full TrustPilot review request automation in Salesforce based on filters agreed upon with the BSL team. The automation identifies eligible contacts based on specific criteria (funded amount, exclusion flags) and routes them into the review request workflow.
Done
5
Configured review email triggers for contacts whose funded amount is greater than zero and whose TrustPilot exclusion field is false
Built the specific trigger logic that ensures only qualified contacts receive TrustPilot review requests. The automation checks two conditions: (1) the contact's funded amount must be greater than $0, confirming they are a real funded client, and (2) the TrustPilot exclusion boolean field must be false, ensuring previously excluded contacts are not contacted. This prevents review requests from going to prospects, denied applicants, or contacts who have opted out.
Done
6
Implemented Salesforce "Do Not Call" sync when contact is set to DND on the Melleka App
Investigated and built a bidirectional compliance workflow: when a contact is flagged as DND (Do Not Contact) in the Melleka App, the system automatically updates the corresponding Salesforce contact record to "Do Not Call" status. This ensures regulatory compliance (TCPA) is maintained across both platforms and prevents agents from calling contacts who have opted out of communications.
Done
7
Added a custom field for lead status and mapped from Salesforce to create a trigger for email workflows
Created a custom lead status field in the Melleka App that mirrors Salesforce lead statuses, then built the field mapping between both systems. This mapping enables automated email workflow triggers based on status changes (e.g., when a lead moves to "Working" or "Closed - Converted" in Salesforce, the corresponding Melleka App workflow adjusts its nurture sequence accordingly).
Done
9
Mapped Facebook lead form fields for all active lead forms into their corresponding Salesforce fields
Audited every active Facebook/Meta lead form and mapped each field (name, email, phone, business type, loan amount, etc.) to its corresponding Salesforce field. This ensures lead data captured from Meta ad campaigns flows cleanly into Salesforce without data loss or misalignment, enabling accurate attribution and immediate sales follow-up.
Done
10
Requested and set up Salesforce Marketing Module access for Anthony Melleka
Coordinated with BSL to provision access to the Salesforce Marketing Module, enabling the Melleka team to directly configure marketing automations, email templates, and campaign attribution within Salesforce rather than relying on intermediary requests.
Done
11
Reviewed general Salesforce workflow improvements with the team
Conducted a comprehensive review session examining the existing Salesforce workflow architecture, identifying inefficiencies, redundancies, and opportunities for optimization. Documented improvement recommendations for the broader automation strategy.
Done
12
Went through all 54 existing Salesforce automations to identify email templates that need redesign, along with their triggers
Performed a complete audit of all 54 active Salesforce automations. For each automation, documented the trigger conditions, the email template(s) used, and whether the template needed to be redesigned for branding consistency, mobile optimization, or performance improvement. This audit served as the foundation for the email template redesign initiative.
Done
13
Investigated Salesforce automations and routing logic for referral emails
Audited the existing Salesforce automation rules governing referral email sends. Examined the routing logic to understand how referral sources are tracked, how referral emails are triggered, and whether the current automation accurately reflects the intended business process.
Done
14
Audited the Salesforce automations and routing logic for all leads
Conducted a thorough audit of how leads are routed within Salesforce, including assignment rules, lead status transitions, notification triggers, and handoff logic between marketing-qualified and sales-qualified stages. Identified gaps in the routing logic and recommended improvements.
Done
15
Confirmed whether multiple address-verification statuses exist, and scoped a CRM automation that sends texts, emails, and creates tasks based on those statuses
Investigated the address verification workflow within the CRM to determine if multiple verification statuses (verified, pending, failed, etc.) exist. Based on findings, scoped an automation that would trigger different outreach sequences (SMS, email) and internal task creation based on each verification status, ensuring borrowers receive appropriate follow-up at each stage.
In Progress
Salesforce Operations & Data
Data management, attribution logic, reporting, and operational tasks within Salesforce
7 of 7 complete
1
Built improved attribution logic in Salesforce that separates organic leads from paid leads, and requested a review call to walk through it
Developed a new attribution model within Salesforce that accurately distinguishes between organic leads (website form submissions, direct traffic, referrals) and paid leads (Google Ads, Meta Ads, LinkedIn). The improved logic ensures marketing spend attribution is accurate and prevents paid leads from being miscategorized as organic, which was inflating organic lead counts and understating paid campaign ROI.
Done
2
Pulled the channel field in Salesforce into the main column and resolved the attribution issue
Reorganized the Salesforce lead record layout to surface the channel/source field into the primary view columns. This made lead source attribution immediately visible to the sales team without needing to drill into each record, and resolved a persistent attribution tracking issue where channel data was being lost or overwritten.
Done
3
Worked on better attribution tracking in Salesforce
Continued iterating on the Salesforce attribution architecture to improve accuracy across all lead sources. This involved refining UTM parameter capture, strengthening the mapping between ad platform click IDs and Salesforce records, and closing gaps in the attribution chain.
Done
4
Checked on leads and Salesforce data integrity
Performed a data integrity audit of lead records in Salesforce, verifying that lead data was flowing correctly from all sources (Meta, Google, website forms, JustCall), statuses were accurately reflected, and no records were stuck, duplicated, or missing critical fields.
Done
5
Checked Meta leads being converted into website source
Investigated and flagged an issue where leads originating from Meta (Facebook/Instagram) ad campaigns were being incorrectly attributed as "Website" source in Salesforce. Traced the root cause to how the Zapier integration was handling the source field mapping, and implemented a fix to preserve the original "Meta" source attribution.
Done
6
Retrieved operational numbers from Salesforce
Pulled key operational metrics and lead volume data from Salesforce for internal analysis and client reporting. This data was used to benchmark lead flow, conversion rates, and pipeline performance across different lead sources and time periods.
Done
7
Shared the "Funded Contacts" list from Salesforce Lightning and flagged an outstanding data-quality issue with "unknown contacts"
Exported and shared the list of funded contacts from Salesforce Lightning for use in the TrustPilot review automation. During this process, identified and flagged a data quality concern: a subset of contacts were categorized as "unknown" with incomplete or missing data fields, which needed to be resolved before including them in any automated outreach.
Done
Zapier & Webhook Integrations
Automated data pipelines connecting Salesforce, Meta, web forms, and the Melleka App
6 of 7 complete
1
Created Zap: Web form submissions to Melleka App (sent instructions to Vadym)
Built a Zapier automation that captures every new web form submission from the Bay Street Lending website and creates a corresponding contact record in the Melleka App. This ensures every website lead enters the nurture workflow automatically without manual data entry. Sent configuration instructions to Vadym for the website-side form integration.
Done
2
Created Zap: Meta lead form submission to email notification
Built a Zapier automation that sends an instant email notification to the BSL sales team whenever a new lead is submitted through a Meta (Facebook/Instagram) lead form. This ensures zero delay between lead submission and sales team awareness, enabling rapid follow-up.
Done
3
Zapped the Meta lead notification
Configured the Meta lead notification Zap to ensure proper formatting, delivery reliability, and correct recipient routing. Verified the notification fires consistently for all Meta lead form variants across active campaigns.
Done
4
Created Zap to transfer closed leads from Salesforce to Melleka App, tag them
Built a Zapier workflow that monitors Salesforce for leads that move to a "Closed" status. When detected, the Zap automatically creates or updates the contact in the Melleka App, applies the appropriate tag (e.g., "Closed - Converted" or "Closed - Lost"), This ensures the Melleka App always has current lead status data for downstream automations.
Done
5
Created Zap to update Melleka App when Salesforce leads update
Built a real-time sync Zap that monitors Salesforce lead record updates and pushes those changes to the corresponding contact in the Melleka App. This ensures lead status, contact information, and custom field values remain synchronized across both platforms, preventing nurture workflows from sending outdated or inappropriate messages.
Done
6
Evaluated options (including Zapier and Cloud Code) to push attribution data from the website into Salesforce
Researched and evaluated multiple technical approaches for capturing website visitor attribution data (UTM parameters, referral source, landing page, click IDs) and pushing it into Salesforce lead records. Compared Zapier, Salesforce Cloud Code (Apex), and JavaScript-based solutions. Reported findings and recommended approach to the team.
Done
7
Configure the Zapier step to map contacts in the Melleka App once the webhook data comes in from Salesforce
The final integration step for the Salesforce-to-Melleka App TrustPilot pipeline: configuring the Zapier step that receives the inbound webhook data from Salesforce (triggered when a contact is added to the TrustPilot list) and maps it to create or update the corresponding contact record in the Melleka App with proper tags and fields for the review request workflow.
Pending
JustCall Integrations
Phone system automations for missed-call follow-ups, SMS triggers, and cross-platform workflows
5 of 5 complete
1
Created a workflow in JustCall to post information to a webhook when a contact doesn't pick up
Built an automated workflow within JustCall that detects when an outbound call is not answered by the contact. Upon detecting a missed/unanswered call, the workflow packages the call data (contact name, phone number, call time, agent ID) and sends it to an external webhook endpoint. This webhook serves as the trigger for the downstream Melleka App automation that initiates SMS and email follow-up sequences.
Done
2
Changed the workflow to send SMS after a not-connected phone call from JustCall to the Melleka App
Modified the existing JustCall missed-call workflow to route the trigger through the Melleka App's SMS engine rather than JustCall's native SMS. This change ensures all outbound SMS messages are sent from the BSL marketing phone number registered in the Melleka App, maintaining brand consistency and ensuring messages are tracked within the centralized communication platform.
Done
3
Created a workflow in the Melleka App to receive data from JustCall when a contact doesn't pick up, create a contact, add a tag, and send an email
Built the receiving end of the JustCall missed-call automation in the Melleka App. When the webhook fires from JustCall, this workflow: (1) Creates a new contact record if one doesn't exist, (2) Applies a "Missed Call" tag, (3) Triggers an automated follow-up email letting the contact know they were called and providing alternative ways to get in touch. This closes the loop on every unanswered outbound call.
Done
4
Wrote text/SMS options and sent to Carmine for approval for the call-failed automation
Drafted multiple SMS copy variants for the missed-call follow-up automation. Each variant was crafted to be conversational, non-pushy, and compliant with SMS marketing regulations. Submitted all options to Carmine for review and approval before activating the automated sends.
Done
5
Created an email for when a contact does not pick up the phone
Designed and built an HTML email template for the missed-call follow-up sequence. The email acknowledges the attempted call, provides the caller's contact information, and offers easy ways for the contact to schedule a callback or submit their information online. The template was optimized for both desktop and mobile rendering.
Done
Melleka App / GoHighLevel Workflows
Marketing automation workflows, lead nurture sequences, DND handling, and workflow trigger management
8 of 10 complete
1
Created lead nurture workflow: lead form/new contact > 2 min wait > SMS #1 > 3 days wait > Email #1 > 5 days wait > SMS #2 > 2 days wait > Email #2
Designed and implemented the core lead nurture automation sequence in the Melleka App. This multi-step workflow activates when a new lead enters the system and executes a carefully timed series of SMS and email touchpoints over a 12-day period. Each touchpoint escalates in urgency and information density, moving from a friendly introduction to detailed value propositions. The timing was calibrated to maintain engagement without overwhelming the prospect.
Done
2
Corrected workflow triggers for the lukewarm lead sequence: removed the previous trigger and installed a new trigger with a new delay to account for wait time and prevent immediate messaging
Identified and fixed a timing issue in the lukewarm lead workflow where contacts were receiving messages too quickly after entering the sequence. Removed the original trigger, built a new one with an appropriate delay buffer, and tested to ensure contacts receive their first touchpoint at the right interval after being tagged as "lukewarm."
Done
3
Updated Lukewarm Lead Nurture Workflow to include Emails #3 and #4 along with conditions and wait times to exclude leads with status "Working" or "Closed - Converted"
Extended the lukewarm lead nurture workflow from a 2-email sequence to a 4-email sequence. Added conditional branching logic that checks the lead's current Salesforce status before each touchpoint: if the lead has moved to "Working" (being actively pursued by sales) or "Closed - Converted" (deal done), the workflow automatically removes them from the nurture sequence. This prevents marketing from messaging leads that are already being handled by the sales team.
Done
4
Created workflow adding contact as DND and alerting Hunter with an internal notification that someone replied "stop"
Built a compliance automation that monitors inbound messages for opt-out keywords ("stop", "unsubscribe", etc.). When detected, the workflow immediately: (1) Sets the contact's status to DND (Do Not Disturb) in the Melleka App, (2) Removes them from all active automation sequences, (3) Sends an internal notification to Hunter on the BSL team alerting them of the opt-out. This ensures TCPA compliance is maintained in real-time. Sent to David for QA verification.
Done
5
Filtered out people who have been dialed more than once to prevent sending them duplicate messages
Added a deduplication filter to the outbound messaging workflows. The filter checks the contact's call history and suppresses automated SMS/email sends for contacts who have already been dialed multiple times, preventing them from receiving redundant automated follow-ups that could feel spammy or annoying.
Done
6
Disabled text messaging in the outreach workflow
Per direction from the team, turned off the SMS component of the outreach workflow to pause automated text message sends. This was done as part of a workflow refinement cycle to evaluate the performance of email-only nurture before re-enabling SMS touchpoints.
Done
7
Rephrased the outbound SMS message to make it more enticing
Rewrote the automated outbound SMS copy to improve engagement rates. The revised message was crafted to be more conversational, include a clearer value proposition, and encourage a direct response from the recipient. The new copy was tested and approved before deployment.
Done
8
DND the contact once determined that their business is too small or any other disqualifying reason (Dewayne Cowen case)
Implemented a manual DND process for contacts who are identified as unqualified during sales outreach (business too small, wrong industry, not a fit for BSL's lending products). Used the Dewayne Cowen case as the template to establish the standard operating procedure for disqualification tagging and DND application in the Melleka App.
Done
9
Create re-engagement workflow for leads who did not convert
Designing a re-engagement automation sequence targeting leads who entered the pipeline but did not convert. The workflow will re-activate dormant leads with fresh messaging, updated offers, and value-driven content at strategic intervals after the initial nurture sequence has concluded.
Held Up
10
Create Workflow for "Leave a Review on TrustPilot" after identifying the correct contacts
Building the TrustPilot review request workflow in the Melleka App that will receive funded contact data from the Salesforce webhook and send a personalized email requesting a TrustPilot review. Waiting on confirmation of the correct contact list before activation.
Ready
CRM & Platform Setup
Initial platform configuration, sub-account creation, domain setup, phone number provisioning, and system onboarding
6 of 6 complete
1
Created sub-account on the Melleka App (GoHighLevel)
Provisioned a dedicated sub-account (location) within the Melleka App for Bay Street Lending. This includes configuring the account settings, timezone, business information, notification preferences, and default pipeline stages. The sub-account serves as the centralized marketing automation hub for all BSL campaigns.
Done
3
Integrated Meta on the Melleka App
Connected the BSL Meta (Facebook/Instagram) ad account to the Melleka App, enabling Meta lead form submissions to flow directly into the CRM for automated nurture workflows, tagging, and pipeline management.
Done
4
Purchased and verified toll-free number for marketing SMS
Acquired a dedicated toll-free phone number for BSL's marketing SMS campaigns. Completed the telecom verification process which includes A2P 10DLC registration, carrier approval, and anti-spam compliance checks. This number is now the official sender for all automated SMS communications from the Melleka App.
Done
5
Set up toll-free number infrastructure for marketing SMS, including collecting the EIN and legal business information required for telecom provisioning and registration
Handled the full compliance infrastructure for toll-free SMS: collected BSL's EIN (Employer Identification Number), legal business name, business address, and authorized representative information required by telecom carriers for toll-free number provisioning. Submitted the A2P (Application-to-Person) messaging registration to ensure deliverability and compliance with carrier regulations.
Done
6
Set up email domain for CRM sends
Configured and authenticated the email sending domain for BSL's marketing email campaigns. This includes SPF, DKIM, and DMARC record setup to ensure maximum email deliverability and prevent messages from landing in spam folders. The sending domain is properly isolated from BSL's primary business email domain to protect sender reputation.
Done
9
Conducted an in-depth research of Salesforce-to-HubSpot migration
Explored the possibility of transferring CRM operations from Salesforce to HubSpot. Evaluated data migration complexity, feature parity, workflow rebuild requirements, and cost implications. Assessed how much of the existing Salesforce infrastructure could be replicated in HubSpot and reported findings to the team.
Done
Email & SMS Nurture Sequences
Custom email templates, SMS copy, HTML optimization, and nurture content created for automated workflows
16 of 16 complete
1
Created Email Campaign #1 for Lead Nurture Workflow
Designed and built the first email in the lead nurture sequence. This email serves as the initial touchpoint after the first SMS, introducing Bay Street Lending's value proposition, highlighting key lending products, and establishing credibility. Written in a warm, professional tone and optimized for both desktop and mobile rendering.
Done
2
Created Email Campaign #2 for Lead Nurture Workflow
Built the second email in the lead nurture sequence. This email deepens the relationship by providing more specific information about loan products, success stories, and clear next steps. Designed to convert warm leads who engaged with Email #1 but haven't yet taken action.
Done
3
Created Informative Email #3 as part of the Lukewarm Lead Workflow
Designed the third email in the lukewarm lead nurture sequence, focused on providing educational, value-driven content rather than a direct sales pitch. The email positions BSL as a knowledgeable industry partner, offering insights about business lending that help nurture leads who are interested but not yet ready to apply.
Done
4
Created Informative Email #4 as part of the Lukewarm Lead Workflow
Built the fourth and final email in the lukewarm lead nurture sequence. This email acts as a soft close, combining educational value with a clear call-to-action. It addresses common objections, highlights the simplicity of BSL's application process, and provides multiple ways to initiate contact.
Done
5
Transferred Lukewarm Lead Nurture Email #1 (Revamped) to Melleka App, optimized for Desktop and Mobile
Took the revamped version of Lukewarm Email #1, converted it to responsive HTML, tested across multiple email clients (Gmail, Outlook, Apple Mail, mobile), and deployed it into the Melleka App's email builder. Ensured proper rendering on all screen sizes, correct image sizing, working links, and consistent branding.
Done
6
Created HTML code optimized for Mobile and transferred Lukewarm Lead Nurture Email #2 to the Melleka App
Hand-coded the HTML for Lukewarm Email #2 with mobile-first responsive design principles. Implemented media queries, fluid image sizing, scalable typography, and touch-friendly CTA buttons. Transferred the completed template into the Melleka App and verified rendering across devices.
Done
7
Redesigned Lukewarm Lead Nurture Email #3 in HTML
Completely redesigned Email #3 from scratch using custom HTML to match the updated brand standards and visual consistency of Emails #1 and #2. The redesign improved visual hierarchy, CTA prominence, and mobile readability.
Done
8
Redesigned the entire email follow-up automation sequence and nurture cadence
Conducted a comprehensive redesign of the complete email follow-up automation, including content, timing, conditional logic, and visual design. Restructured the nurture cadence to optimize engagement rates, reduce unsubscribes, and improve conversion from lead to qualified opportunity.
Done
9
Created #1 Re-engagement Email Campaign
Designed and built the first email in the re-engagement sequence targeting leads who dropped off after the initial nurture. The email re-introduces BSL with a fresh angle, highlights any new offerings or promotions, and provides an easy path to restart the conversation.
Done
10
Created #2 Re-engagement Email Campaign
Built the second re-engagement email, designed as a follow-up to Re-engagement Email #1 for contacts who opened but did not act. This email uses a different creative angle and stronger urgency-based messaging to drive re-engagement from dormant leads.
Done
11
Created SMS Snippet #1 for Lead Nurture Workflow
Wrote the first SMS message in the lead nurture sequence. The message is concise (under 160 characters), personalized with the contact's first name, and includes a clear value statement and call-to-action. Designed to generate an immediate reply or callback.
Done
12
Created SMS Snippet #2 for Lead Nurture Workflow
Wrote the second SMS message, sent 5 days after the first. This follow-up SMS uses a different approach (e.g., social proof, urgency, or question-based) to re-engage contacts who did not respond to the first text. Kept within character limits and compliance guidelines.
Done
13
Created SMS #1 for Lukewarm Lead sequence
Drafted a tailored SMS message specifically for the lukewarm lead segment. The messaging is softer and more educational than the hot lead SMS, acknowledging that the contact may still be researching options and positioning BSL as a helpful resource rather than a hard sell.
Done
14
Created SMS #2 for Lukewarm Lead sequence
Wrote the second lukewarm SMS, designed as a gentle follow-up that references a specific benefit or success metric to spark interest from contacts who did not respond to the first message.
Done
15
Updated SMS snippet per Slack thread feedback
Revised the SMS copy based on feedback received in the team Slack channel. Applied the suggested edits to tone, phrasing, and call-to-action language, then updated the live workflow with the approved version.
Done
16
Sent the lukewarm lead nurture flow and the two follow-up emails (including the TrustPilot request) to Slack for Carmine's review
Compiled the complete lukewarm lead nurture workflow, including all email templates, SMS messages, timing sequences, conditional logic, and the TrustPilot review request email. Posted the full package to Slack for Carmine's review and approval before activating the automated sends.
Deployed Google Tag Manager across the entire Bay Street Lending website, establishing the tag management foundation for all subsequent tracking implementations. GTM enables centralized management of all marketing pixels, conversion tags, and analytics scripts without requiring direct code changes to the website for each new tag.
Done
2
Set up the Meta Pixel (sent instructions to Vadym)
Configured the Meta (Facebook) Pixel for the BSL website to track conversions from Meta ad campaigns. The pixel captures page views, lead form submissions, and other key events. Sent implementation instructions to Vadym for installation on the website. The pixel enables Meta's algorithm to optimize ad delivery based on actual conversion data.
Done
3
Set up LinkedIn "Submit Lead Form" conversion tracking
Configured conversion tracking on the LinkedIn Ads platform specifically for lead form submissions. This enables LinkedIn's bidding algorithm to optimize for actual lead submissions rather than just clicks, and provides accurate conversion reporting in the LinkedIn campaign manager.
Done
4
Completed Bing Ads domain verification for conversion tracking
Verified the Bay Street Lending domain within the Microsoft/Bing Ads platform, a required step before conversion tracking can be activated. Domain verification confirms ownership of the website and enables the UET (Universal Event Tracking) tag to fire properly and send conversion data back to the Bing Ads platform.
Done
5
Created and tested conversion tracking on the Bing Ads account
Built the full conversion tracking infrastructure for Bing/Microsoft Ads: created the UET tag, deployed it via GTM, defined the conversion goal (lead form submission), set the conversion window, and ran end-to-end tests to verify conversions are firing and reporting correctly in the Bing Ads dashboard.
Done
6
Created and tested a custom "leadform" event for Reddit Ads conversion tracking
Built a custom conversion event called "leadform" in the Reddit Ads platform to track lead form submissions from Reddit ad campaigns. Deployed the Reddit Pixel, configured the custom event trigger, and validated the tracking with test submissions to ensure accurate conversion reporting.
Done
7
Linked the Bing Ads account to Looker for dashboard reporting
Connected the BSL Bing/Microsoft Ads account to the Looker reporting platform, enabling automated data pipelines that pull Bing ad performance data into centralized dashboards. This gives the BSL team a single view of ad performance across all platforms.
Done
8
Investigated and flagged a click-fraud pattern in Bing/Microsoft syndication network traffic
Discovered a significant click-fraud pattern originating from the Microsoft/Bing syndication partner network (search partner sites). The fraudulent traffic was generating fake form submissions that created bogus CRM entries, wasting ad spend and polluting lead data. Documented the pattern, flagged it to the team, and recommended immediate remediation steps including ClickCease deployment and syndication network exclusions.
Done
9
Added ClickCease click-fraud protection to the ad accounts
Deployed ClickCease across BSL's ad accounts to automatically detect and block fraudulent clicks, bot traffic, and competitor click activity. ClickCease monitors incoming ad clicks in real-time, identifies suspicious patterns (repeated clicks from same IP, data center traffic, click farms), and automatically adds offending IPs to the Google Ads and Bing Ads exclusion lists. This directly addresses the syndication network click-fraud issue identified during the audit.
Done
10
Followed up with Vadym about automated leads and adding qualifying questions to the website form
Coordinated with Vadym on the website lead form, recommending the addition of qualifying questions (loan amount, business revenue, time in business) that would help the sales team pre-qualify leads before outreach and improve lead quality scoring in Salesforce.
Done
12
Set up Google Tag on the website
Configuration of the Google Ads conversion tracking tag (Google Tag / gtag.js) on the BSL website for accurate Google Ads conversion measurement.
Pending
13
Set a reminder to notify the team whenever a Google-triggered lead is observed, for attribution reconciliation in Salesforce
Due to limitations in Salesforce's native attribution for Google Ads leads, the team agreed to implement a manual notification protocol: whenever a Google-triggered lead is identified in the CRM, the team will be alerted so they can manually reconcile the attribution data, ensuring Google Ads gets proper credit for leads it generated.
Pending
Ad Platform Operations
Google Ads campaign management, AI automation enablement, and campaign QA
4 of 4 complete
1
QA and launched Google Ads campaigns
Performed comprehensive quality assurance on all Google Ads campaigns before launch: verified targeting settings, geographic exclusions, bid strategies, conversion tracking configuration, ad copy compliance, landing page URLs, negative keyword lists, and budget allocation. After QA passed, activated the campaigns.
Done
2
Checked the Business Line of Credit campaign in Google Ads
Audited the performance and configuration of the Business Line of Credit Google Ads campaign. Reviewed keyword performance, search term reports, cost-per-acquisition, quality scores, and ad relevance. Identified optimization opportunities and made recommendations for improvement.
Done
3
Enabled AI Max text-asset automation and final URL expansion on "Search \| SBA Loans \| Government Backed" campaign
Activated Google's AI Max (formerly Auto-Applied Recommendations) text asset automation on the SBA Loans campaign. This feature allows Google's AI to dynamically generate and test additional headline and description variations. Also enabled final URL expansion, which allows Google to automatically direct users to the most relevant landing page on the BSL website based on their search query, rather than being locked to a single landing page URL.
Done
4
Enabled AI Max text-asset automation and final URL expansion on "Search \| Industry Specific \| Construction Trucking Restaurant" campaign
Applied the same AI Max text-asset automation and final URL expansion settings to the Industry Specific campaign targeting construction, trucking, and restaurant verticals. This gives Google's AI the flexibility to test new ad copy combinations and route users to the most relevant industry-specific landing pages automatically.
Done
AI Initiatives
AI chatbot development, AI-powered reporting, and experimental AI automation projects
2 of 3 complete
1
Meeting participants tested the AI chatbot and provided feedback for iteration
Deployed an AI chatbot for BSL and conducted a live testing session with team members. Participants interacted with the chatbot, evaluated response quality, accuracy, and tone, and provided structured feedback. The feedback was compiled to guide the next iteration of chatbot training and prompt engineering.
Done
2
Looked into automating AI-driven Reddit commenting and reported back on findings
Researched the feasibility and compliance implications of using AI to automate responses and engagement in Reddit threads relevant to BSL's target market (small business lending, SBA loans, business financing). Evaluated available tools, Reddit's terms of service, and potential risks. Reported findings and recommendations to the team.
Done
3
Began planning to pull data through the OpenAI platform API to build a new AI-related reporting dashboard
Initiated the planning phase for a new reporting dashboard that leverages the OpenAI API to aggregate, analyze, and visualize BSL marketing data with AI-powered insights. The dashboard would provide automated performance summaries, anomaly detection, and recommendation generation.
In Progress
Project Timeline
April 2026
✓ Zapped the Meta lead notification for instant sales team alerts
✓ Created Zap: Meta lead form submission to email notification
✓ Began auditing Salesforce automations and routing logic for leads
May 2026
✓ Installed Google Tag Manager (GTM) on the website
✓ Created Melleka App sub-account and invited BSL clients
✓ Integrated Meta on the Melleka App
✓ Purchased and verified toll-free number for marketing SMS
June 2026
✓ Connected Salesforce to the Melleka App
✓ Set up the Meta Pixel
✓ Created Zap: web form submissions to Melleka App
✓ Set up email domain for CRM sends
✓ Created Email Campaigns #1 and #2 for Lead Nurture
✓ Created SMS Snippets #1 and #2 for Lead Nurture
✓ Checked Meta leads being converted into website source
July 2026
✓ Delivered the Bay Street Lending Performance Report (Jun 29 - Jul 12)
✓ Mapped Facebook lead form fields into Salesforce fields
✓ Set up Salesforce Marketing Module access
✓ Built improved attribution logic in Salesforce
August 2026
✓ Created JustCall webhook workflow for missed calls
✓ Built Melleka App workflow: JustCall missed call to contact + tag + email
✓ Created Zap: Salesforce lead updates to Melleka App sync
✓ Audited all 54 Salesforce automations and email templates
✓ Built and deployed 4 lukewarm lead nurture emails (HTML-optimized)
✓ Created SMS #1 and #2 for lukewarm lead sequence
✓ Implemented Salesforce DND sync with Melleka App
✓ Updated workflow triggers and timing for lukewarm sequence
✓ LinkedIn Submit Lead Form conversion tracking setup
✓ Sent lukewarm nurture flow to Carmine for review
✓ Created DND + internal notification workflow for stop replies
September 2026
✓ Created Zap: closed leads from Salesforce to Melleka App
✓ Created Re-engagement Email Campaigns #1 and #2
✓ Set up TrustPilot automation: Salesforce webhook + named credentials
✓ Uploaded TrustPilot contact list and scheduled review email
✓ Added ClickCease click-fraud protection
✓ Completed Bing domain verification and conversion tracking
✓ Created Reddit Ads custom "leadform" conversion event
✓ Linked Bing Ads to Looker for dashboard reporting
✓ Investigated and flagged Bing syndication click-fraud pattern
✓ Enabled AI Max text-asset automation on 2 Google Ads campaigns
Section 15
Campaign Infrastructure
Full ad account architecture, tracking setup,
pixel configuration, and campaign infrastructure built from the ground
up for Bay Street Lending.
🏗
Infrastructure Built from Scratch
Every pixel, conversion action, audience, and campaign structure was
built fresh. This includes Google Tag Manager, Meta Pixel, LinkedIn
Insight Tag, Microsoft UET tag, Reddit Pixel, and full cross-platform
attribution setup.
Campaign
Infrastructure
Ad Account
Setup
Section 16
Full Work Log
2,047 individual work items documented across
47+ workstreams over 120 days of active engagement, logged with evidence
and source references in the full CSV export.
2,047
Total Logged Items
47+
Workstreams
120
Days Active
6
Platforms
Timeline
of Engagement
May 2026 — Month 1
Engagement Start — Foundation Build
Campaign infrastructure setup across all 6
platforms. Pixel installation, audience creation, initial keyword
research, campaign structures built from scratch. Meta, Google,
LinkedIn, Bing, Reddit all launched. CRM setup begins.
June 2026 — Month 2
Launch + Early Optimization (333 items)
All campaigns active and generating data. First
round of creative production. A/B testing initiated across platforms.
CRM automations deployed. SMS and email sequences launched. Initial
performance benchmarks established.
July 2026 — Month 3
Refinement Phase (159 items)
Data-driven optimization across all campaigns.
LinkedIn Phase 2 restructure driving -67% CPC improvement. Creative
iteration based on performance. Negative keyword expansion. Bid strategy
adjustments.
August 2026 — Month 4
Scaling Phase (283 items)
Budget scaling on winning campaigns. OpenAI
platform launch — first-mover positioning. New creative production
rounds. Social content production at full volume (140+ pieces). Advanced
audience segmentation.
September 2026 — Month 5
Peak Activity (1,272 items)
Highest volume month with 1,272 documented work
items. Full-scale optimization across all platforms simultaneously. CRM
maturation, lead quality improvements, and advanced reporting deployed.
Audit compilation and documentation.
Social Media Content
140+ social media content pieces produced for Bay Street Lending's Facebook page and organic social presence. Full Facebook page setup and content grid shown below.