StoriePro — Monthly Performance Report

Executive Summary

StoriePro spent $912.57 over 29 days (Apr 27 – May 25), generating 24 leads at a $38.02 CPL — a ~20% improvement on March's adjusted $47.41 CPL. The story of this period is the launch and validation of the new rebrand creative: "Architects | Dark Coffee Theme" delivered 22 of 24 leads (92%) at a $23.26 CPL, making it the clear new winner. The rebrand creatives went live Apr 26–27 (right at the start of this window), funded by the first of two deliberate monthly +$1K budget bumps (Apr 26 for May, May 25 for June). The trade-off: Interior Designers ad set quietly stalled at 2 leads / $112.13 CPL, and frequency rose to 2.27 (up from 1.11 last month) as budget concentrated on a smaller set of creatives. The launch was preceded by an Apr 21 cleanup — seven underperforming ads paused in one session to clear delivery space — and the original Designers testimonial ad was reactivated Apr 26 to test whether it contributes halo conversions to the Designers ad set.

Strategic Context

Major creative refresh launched right at the start of the window. On Apr 26, "Architects | Dark Coffee Theme" and "Designers | Dark Theme" went live as the lead rebrand creatives. "Designers | Testimonial Dark Theme" and "Architects | Featured Client" followed early on Apr 27. The campaign budget was raised the same day (Apr 26: $5,220 → $6,220, +$1,000) to fund accelerated delivery and compress the learning phase rather than letting CBO ration spend across cold creatives. The bet paid off — Dark Coffee Theme captured 56% of budget and 92% of leads.

Pre-window cleanup set the stage. On Apr 21 (five days before this window opened), seven underperforming ads were paused in a single session: Designers + Architects "Pain Point" and "The Offer" variants, "Mock up + Portfolio full-bleed," and "The Offer (w/ test image data)". This pruning was deliberate — clearing dead creatives so the new rebrand ads would get fast delivery. The original "Designers | Social Proof" testimonial ad was also briefly paused that day, then reactivated on Apr 26 to test whether it was contributing halo conversions to the rest of the Designers ad set.

Monthly budget cadence established. The lifetime budget was raised twice in this window on a deliberate monthly cadence: Apr 26 ($5,220 → $6,220, funding May) and May 25 ($6,220 → $7,220, funding June). Both ad set end dates were extended in step (May 31, then Jun 30). The cadence reflects sustained confidence in the rebrand creative.

UTMs added to new ads for cleaner attribution. The rebrand creatives launched this period carry UTM parameters so 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. Met with Christian on Apr 13 (pre-window). CPL was down ~41% vs. the prior period at that point. Agreed to keep testing new creative, with the new rebrand variants already in production. Christian raised the possibility of pausing one ad set if engagement diverged sharply — flagged for revisiting now that the rebrand creative shows a clear Architects skew.

Weekly Trend

Week	Spend	Impressions	Link Clicks	Leads	CPL
Apr 27 – May 3 (front-loaded)	$353.05	5,162	140	9	$39.23
May 4 – May 10	$205.24	2,885	79	5	$41.05
May 11 – May 17	$177.11	2,232	57	6	$29.52
May 18 – May 24	$144.87	2,165	53	4	$36.22
May 25 (1 day)	$32.30	423	8	0	—

First week's spend was ~70% higher than subsequent weeks — intentional front-loading to push new rebrand creatives through learning phase. CPL was steadiest in the third week ($29.52) when the Dark Coffee Theme was fully optimized and dominating delivery.

Changes Made

Listed in chronological order. Items dated before Apr 27 are noted as pre-window — included because their effect carried into this period.

Apr 13 (pre-window): Strategy review with Christian. CPL down ~41% vs. prior period. Agreed to keep launching new creative; raised possibility of pausing one ad set if performance diverged.
Apr 21 (pre-window): Paused 7 underperforming ads in one session — Designers + Architects "Pain Point," Designers + Architects "The Offer," Designers "Social Proof," "Mock up + Portfolio full-bleed," "The Offer (w/ test image data)". Uploaded 8 new images to the library. Created the rebrand prototype "Dark Coffee Vibe" (later paused on Apr 26).
Apr 26: Reactivated Architects Social Proof, Designers Social Proof (the testimonial creative), and Designers Realistic Interior — the Designers Social Proof reactivation is the "testimonial test" to check for halo contribution to the Designers ad set.
Apr 26: Launched "Architects | Dark Coffee Theme" and "Designers | Dark Theme" — the lead rebrand creatives. Renamed "Architects | Mock up" (cleanup). Paused the "Dark Coffee Vibe" prototype.
Apr 26 18:31: Campaign lifetime budget raised from $5,220 to $6,220 (+$1,000) to fund May delivery and accelerate learning for the new creatives.
Apr 27 00:21–00:38: Launched "Designers | Testimonial Dark Theme" and "Architects | Featured Client" — rebrand creatives 3 and 4.
Apr 27: Extended both ad set end dates from Apr 30 to May 31.
Apr 27 onwards: Added UTM parameters to new ads for cleaner downstream attribution in Salesmate.
Apr 30: Account billed $280.10. Auto
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: 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.

What We Expected vs What We Saw

Action	Expected	Actual	Assessment
New rebrand creatives	Compress learning phase with front-loaded budget; identify which new creative scales	Dark Coffee Theme exited learning fast and dominated — 22 leads at $23.26 CPL, 56% of total budget	Exceeded
Apr 21 cleanup (pre-window)	Free up CBO delivery for the incoming rebrand creatives	7 ads paused. Within days, Dark Coffee Theme took over delivery and proceeded to dominate the window — the cleanup worked as intended.	Met
Reactivate Designers Social Proof (Apr 26)	If halo theory is right, Designers ad set CPL should improve after testimonial creative returns	Designers Social Proof received only $1.17 of delivery in the window (CBO starved it once Dark Coffee Theme proved out). The new Testimonial Dark Theme creative also got only $13.44 / 0 leads. Halo hypothesis remains untested — neither creative got enough delivery to evaluate.	Inconclusive
UTM attribution	Match leads to originating ad in downstream analytics	UTMs in place on new ads — will validate at month-end when Salesmate/Slate data is cross-referenced.	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: Previous Report Recommendations

Recommendation (from March 2026 Report)	Status	Evidence
Upload v6 creative variants and force delivery via ABO. CBO was starving the kitchen BG winner.	Done (different path)	New rebrand creatives (Dark Coffee Theme, Dark Theme, Testimonial Dark Theme) launched. Did not switch to ABO — instead front-loaded budget within CBO to push new creatives through learning. Result: Dark Coffee Theme captured 92% of leads.
Evaluate splitting "Laptop white bg" into its own campaign — it was the CBO budget hog.	Resolved naturally	Laptop white bg received only $67.33 in spend this period (7.4% of budget) and produced 0 leads. CBO redistributed away from it once the new creatives proved out. No structural split needed.
Set a monthly spend target.	In Progress	Budget raised by $1,000 on May 25 ($6,220 → $7,220 lifetime). Daily spend trend ($31.47 avg) implies ~$945/month run rate — close to March's $995.

Campaign Performance

Campaign	Status	Spend	Impressions	Link Clicks	Leads	CPL
PVM \| Lead Gen \| 2025-2026 \| CBO	Active	$912.57	12,867	337	24	$38.02

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	$511.66	7,747	224	2.89%	22	$23.26
Architects \| Mock up	Architects 2% LAL	$139.68	2,072	36	1.74%	0	—
Designers \| Mock up	Interior Designers 1% LAL	$97.22	1,222	29	2.37%	2	$48.61
Designers \| Dark Theme	Interior Designers 1% LAL	$66.71	803	17	2.12%	0	—
Designers \| Laptop white bg \| previous winner	Interior Designers 1% LAL	$43.75	438	13	2.97%	0	—
Architects \| Laptop white bg \| previous winner	Architects 2% LAL	$23.58	242	8	3.31%	0	—
Designers \| Testimonial Dark Theme	Interior Designers 1% LAL	$13.44	129	6	4.65%	0	—
Architects \| Social Proof	Architects 2% LAL	$8.31	88	3	3.41%	0	—
Architects \| Featured Client	Architects 2% LAL	$3.37	65	1	1.54%	0	—
Designers \| Realistic Interior	Interior Designers 1% LAL	$1.96	18	0	0.00%	0	—
Leads \| Mock up (kitchen BG)	Architects 2% LAL	$1.72	38	0	0.00%	0	—
Designers \| Social Proof	Interior Designers 1% LAL	$1.17	5	0	0.00%	0	—

Dark Coffee Theme is the dominant performer — 22 of 24 leads (92%), 56% of total spend. Designers | Mock up is the only other lead-producer (2 leads at $48.61 CPL). All other creatives delivered 0 leads despite consuming ~24% of total budget collectively ($219 across 9 ads).

Audience Insights

Audience	Spend	Impressions	Link Clicks	Link CTR	Leads	CPL
Architects \| 2% LAL + Interest Ages 28–54, all genders, US	$688.32	10,252	272	2.65%	22	$31.29
Interior Designers \| 1% LAL + Interest Ages 25–54, female only, US	$224.25	2,615	65	2.49%	2	$112.13

Key finding: Architects ad set drove 22 of 24 leads at a healthy $31.29 CPL. Interior Designers stalled hard — 2 leads at $112.13 CPL on $224 of spend. This is a reversal from last month, when Designers actually outperformed Architects ($29.09 vs $32.68 CPL). The difference this period: the rebrand winner (Dark Coffee Theme) lives only in the Architects ad set. The Designers ad set's new creative (Dark Theme) got $66.71 with 0 leads, and Designers | Mock up (the only Designers lead-producer) only got 2 leads at $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 ($23.26 CPL) but no creative in the Designers ad set has the same look. Designers | Dark Theme got $66.71 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 — it's at 2.27 and rising. Last month it was 1.11. Budget concentration on Dark Coffee Theme is driving repeat exposure to the same audience pool. If it hits 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. The halo hypothesis from mid-period is still unresolved — Testimonial only got $13.44 of delivery, not enough to evaluate. 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 $67 in spend and 0 leads this period. CBO has already deprioritized it — formally pause to free up the slot in Meta's delivery decisioning.

Budget Summary

$912.57

Total Spend

29 days. Three billing charges: $280.10 (Apr 30), $331 (May 10), $331 (May 24).

$31.47

Daily Average

Week 1: $50.44/day (front-loaded). Avg of remaining weeks: $26.10/day.

$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.