StoriePro — Monthly Performance Report

Executive Summary

StoriePro spent $730.16 over the 28 days of May 1–28, generating 20 leads at a $36.51 CPL — a slight improvement on March's adjusted $47.41 CPL and consistent with the rebrand-creative-driven trend that began in late April. The story of the month is the continued dominance of "Architects | Dark Coffee Theme," which delivered 18 of 20 leads (90%) at a $22.08 CPL. The rebrand creative launched at the end of April is now in its first full month of delivery and has settled in as the account's primary lead-generator. The trade-off persists: Interior Designers ad set continues to lag at 2 leads / $81.29 CPL, and frequency is sitting at 2.24 — well above March's 1.11 baseline but still below the 3.0 fatigue threshold. The May 25 +$1K budget increase (monthly cadence, funding June delivery) is now reflected in modestly elevated daily spend through the end of the period.

Strategic Context

First full month of the rebrand creative in production. "Architects | Dark Coffee Theme" launched Apr 26 and has now been delivering for a full calendar month. It has settled into its role as the account's primary lead-generator: in May 1–28 it delivered 18 of 20 leads at $22.08 CPL while consuming 54% of total budget. The other three rebrand variants (Designers Dark Theme, Designers Testimonial Dark Theme, Architects Featured Client) saw limited delivery this period as CBO concentrated on the proven winner.

May 25 monthly budget cadence increase — funding June. Lifetime budget raised $6,220 → $7,220 (+$1,000) on May 25. Both ad set end dates extended from May 31 to Jun 30 in the same session. This continues the established monthly +$1K cadence (Apr 26 funded May, this funds June). Delivery responded as expected — daily spend ticked up from ~$18/day to ~$34/day for the rest of the month while maintaining lead quality through the partial post-bump window.

UTMs in place on the rebrand creatives for cleaner attribution. Leads can be matched back to the originating ad in Salesmate / downstream analytics, rather than relying solely on Meta's pixel-reported leads.

Apr 13 strategy review with client (pre-window context). Met with Christian on Apr 13. CPL was down ~41% vs. the prior period at that point. Agreed to keep testing new creative, with the rebrand variants already in production. Christian raised the possibility of pausing one ad set if engagement diverged sharply — relevant now that the rebrand creative has shown a clear Architects skew.

Weekly Trend

Week	Spend	Impressions	Link Clicks	Leads	CPL
May 1 – 3 (3 days)	$95.75	1,577	40	5	$19.15
May 4 – 10	$205.24	2,885	79	5	$41.05
May 11 – 17	$177.11	2,232	57	6	$29.52
May 18 – 24	$144.87	2,165	53	4	$36.22
May 25 – 28 (4 days, post-bump)	$107.19	1,617	31	0	—

Lead distribution this month was strongest in the first week of May (5 leads at $19.15 CPL) and weakest in the post-bump tail (May 25–28 has produced 0 leads so far, but only 4 days of data — sparse-event noise more likely than a real signal). The middle three weeks held a $29–$41 CPL band consistent with the rebrand creative's settled performance.

Changes Made

In-window actions are listed first. Pre-window context (April rebrand launch) is summarized at the bottom because its effect carried into this period.

May 1: Meta auto-generated 4 custom audiences (ASA — Advantage Shopping Audiences) for the campaign. Auto
May 10: Account billed $331.00. Auto
May 24: Account billed $331.00. Auto
May 25 15:36: Campaign lifetime budget raised from $6,220 to $7,220 (+$1,000) to fund June delivery. Both ad set end dates extended from May 31 to Jun 30. Continues the deliberate monthly +$1K cadence (Apr 26 funded May, this funds June).
Pre-window context (late April): The current creative roster was established the week before this window opened. On Apr 21, seven underperforming ads were paused (Designers + Architects "Pain Point" and "The Offer" variants, "Mock up + Portfolio full-bleed," "The Offer (w/ test image data)") to clear delivery space. On Apr 26, "Architects | Dark Coffee Theme" and "Designers | Dark Theme" launched as the lead rebrand creatives; the first monthly +$1K budget bump ($5,220 → $6,220) funded May delivery. On Apr 27, "Designers | Testimonial Dark Theme" and "Architects | Featured Client" launched, ad set durations were extended, and UTMs were added to the new creatives. The Apr 13 strategy review with Christian set the broader direction.

What We Expected vs What We Saw

Action	Expected	Actual	Assessment
Dark Coffee Theme (settling in)	Maintain its lead position from its launch month into a full month of stable delivery	Delivered 18 of 20 leads at $22.08 CPL on 54% of total budget. CPL slightly improved vs. last cycle's $23.26. Settled in as the account's primary lead-generator.	Exceeded
Designers Social Proof / Testimonial halo	If halo theory is right, Designers ad set CPL should improve as the testimonial creative gets delivery	Designers Social Proof received $1.17 of delivery (CBO continues to starve it). Testimonial Dark Theme got $6.30 / 0 leads. Halo hypothesis remains untested — neither creative has gotten enough delivery to evaluate.	Inconclusive
UTM attribution	Match leads to originating ad in downstream analytics	UTMs in place on the rebrand creatives. Validation step is to cross-reference May lead records in Salesmate against Meta-reported UTM tags.	In Progress
Frequency management	Stay below 3.0 to avoid fatigue	Frequency at 2.27 — up from 1.11 last month. Approaching threshold as budget concentrates on fewer creatives.	Watch

Accountability: Recommendations from the April Report

April Recommendation	Status	Evidence
Let the new creative run a full clean window with tracking restored.	Done	Dark Coffee Theme has now had a full month of delivery on clean pixel tracking (no dedup issues). Result: 18 of 20 leads at $22.08 CPL on 54% of total spend — confirmed as the account's primary lead-generator.
Pause or replace the Mock up creatives if the trend holds another 1–2 weeks.	In Progress	Designers Mock up continues to produce leads at lower efficiency — $112.72 spend / 2 leads / $56.36 CPL. Architects Mock up at $145.50 / 0 leads / 1.73% link CTR is the weaker variant. Pause or replace is the natural next move if early-June delivery doesn't improve.
Monitor frequency — stay safely below the 3.0 fatigue threshold.	Done	May frequency held at 2.24 — modestly down from April's 2.38. Still elevated vs. March's 1.11 baseline but well clear of the 3.0 fatigue line.
Hold budget at $1K/month for now; scale contingent on stronger client conversion pipeline.	Done	May tracking at $730.16 / $1,000 envelope through 28 days — on pace. The +$1K cadence raise on May 25 funds June (not an in-month uplift), keeping the monthly run rate at the agreed $1K plan.

Campaign Performance

Campaign	Status	Spend	Impressions	Link Clicks	Leads	CPL
PVM \| Lead Gen \| 2025-2026 \| CBO	Active	$730.16	10,476	260	20	$36.51

Single active CBO campaign. Lifetime budget raised to $7,220 on May 25. All historical PVM campaigns remain paused.

Ad-Level Performance

Ad Name	Ad Set	Spend	Impressions	Link Clicks	Link CTR	Leads	CPL
Architects \| Dark Coffee Theme Top Performer	Architects 2% LAL	$397.38	6,012	174	2.89%	18	$22.08
Architects \| Mock up	Architects 2% LAL	$145.50	2,191	38	1.73%	0	—
Designers \| Mock up	Interior Designers 1% LAL	$112.72	1,499	30	2.00%	2	$56.36
Designers \| Dark Theme	Interior Designers 1% LAL	$20.91	232	5	2.16%	0	—
Designers \| Laptop white bg \| previous winner	Interior Designers 1% LAL	$19.52	169	7	4.14%	0	—
Architects \| Laptop white bg \| previous winner	Architects 2% LAL	$18.01	184	3	1.63%	0	—
Designers \| Testimonial Dark Theme	Interior Designers 1% LAL	$6.30	68	1	1.47%	0	—
Architects \| Social Proof	Architects 2% LAL	$4.18	50	1	2.00%	0	—
Designers \| Realistic Interior	Interior Designers 1% LAL	$1.96	18	0	0.00%	0	—
Leads \| Mock up (kitchen BG)	Architects 2% LAL	$1.82	39	0	0.00%	0	—
Designers \| Social Proof	Interior Designers 1% LAL	$1.17	5	0	0.00%	0	—
Architects \| Featured Client	Architects 2% LAL	$0.69	9	1	11.11%	0	—

Dark Coffee Theme is the dominant performer — 18 of 20 leads (90%), 54% of total spend. Designers | Mock up is the only other lead-producer (2 leads at $56.36 CPL). The two Mock up variants combined absorbed ~35% of budget for 2 leads, while the other 8 ads produced 0 leads on roughly 10% of spend.

Audience Insights

Audience	Spend	Impressions	Link Clicks	Link CTR	Leads	CPL
Architects \| 2% LAL + Interest Ages 28–54, all genders, US	$567.58	8,485	217	2.56%	18	$31.53
Interior Designers \| 1% LAL + Interest Ages 25–54, female only, US	$162.58	1,991	43	2.16%	2	$81.29

Key finding: Architects ad set drove 18 of 20 leads at a healthy $31.53 CPL. Interior Designers continues to lag — 2 leads at $81.29 CPL on $163 of spend. The CPL gap is narrower than last cycle ($31.29 vs $112.13) but the structural issue is unchanged: the rebrand winner (Dark Coffee Theme) lives only in the Architects ad set. The Designers ad set's matching creative (Dark Theme) got only $20.91 of delivery this period (CBO continues to concentrate budget on the proven winner across both ad sets), and Designers | Mock up — the only Designers lead-producer — saw its CPL slip to $56.36 from last cycle's $48.61.

This is a creative-match problem, not a targeting one. Path forward: port the rebrand visual language into the Designers ad set with audience-specific creative (the Emily Kates testimonial set queued in the Notion ad-copy doc is the obvious next move).

Recommendations for Next Month

Build a Designers-equivalent of Dark Coffee Theme. The rebrand visual language proved out in Architects ($22.08 CPL) but no creative in the Designers ad set has the same look. Designers | Dark Theme got $20.91 and 0 leads — the rebrand aesthetic alone isn't enough; it needs to be matched with copy/imagery tuned to interior designers (e.g., Emily Kates testimonial creative pulled from the Notion ad-copy doc).
Watch frequency — sitting at 2.24. Roughly flat vs. last cycle's 2.27. Budget concentration on Dark Coffee Theme is driving repeat exposure to the same audience pool. If it crosses 3.0 expect CPL degradation. Mitigation: introduce a fresh Architects creative (Cronk Duch featured-client variant from the Notion doc) within 2–3 weeks to broaden delivery.
Give the Testimonial Dark Theme a fair test. Still unresolved — Testimonial only got $6.30 of delivery this period, even less than last cycle's $13.44. Move it to its own ad set with a small forced budget ($5–10/day ABO), or duplicate it into the Architects ad set where delivery is more abundant.
Wind down "Laptop white bg" entirely. Got $37.53 combined across both ad sets this period (5% of budget) and 0 leads. CBO has already deprioritized it — formally pause to free up the slot in Meta's delivery decisioning.

Budget Summary

$730.16

Total Spend

28 days. Billing charges in May: $331 (May 10), $331 (May 24), $331 (May 26).

$26.08

Daily Average

Pre-bump (May 1–24): $24.59/day. Post-bump (May 25–28): $26.80/day — modest acceleration consistent with the +$1K cadence.

$7,220

Lifetime Budget

Monthly +$1K cadence: $5,220 → $6,220 (Apr 26, for May) → $7,220 (May 25, for June). Ad sets extended to Jun 30.