StoriePro — Monthly Performance Report

Executive Summary

21 leads generated at $54.94 CPL across $1,153.65 in ad spend. The Architects 2% LAL ad set continues to outperform, delivering 12 leads at $37.93 CPL vs the broader Prospecting audience at $81.61 CPL. New mockup creatives launched in early March are showing strong early signals, with one variant achieving a $3.99 CPL in its first days.

$1,153.65

Spend

Total ad spend for the 30-day period

Leads

Total lead form submissions from landing page

$54.94

Cost per Lead

Average cost to acquire one lead

15,190

Impressions

Total times ads were displayed

6,590

Reach

Unique people who saw the ads

2.31

Frequency

Average times each person saw the ad — approaching fatigue threshold

Weekly Trend

Week	Spend	Impressions	Link Clicks	Leads	CPL
Feb 13–19	$327.70	4,745	110	5	$65.54
Feb 20–26	$271.98	3,819	82	2	$135.99
Feb 27 – Mar 5	$268.34	3,549	92	2	$134.17
Mar 6–12	$259.35	2,762	77	10	$25.94
Mar 13	$26.28	315	4	2	$13.14

Last row is a partial day (Mar 13 only). Mar 6–12 was the best-performing week by CPL.

What Was Done This Month

Continued running the CBO campaign with leads objective on Instagram placements
Feb–early Mar: Campaign running with existing "TEST IMAGE #3" creative variants across Prospecting, Interior Designers, and Architects ad sets
Late Feb: Interior Designers 1% LAL and Architects 2% LAL ad sets added to diversify audience targeting beyond the broad Prospecting audience
Mar 9: Created and tested new offer-focused ad variants, quickly deactivated underperformers
Mar 10: Launched new mockup creatives — laptop mockup, portfolio full-bleed, and variants — in the Architects ad set
Mar 11–13: New creatives approved and began delivery

What We Expected vs What We Saw

Action	Expected	Actual	Assessment
CBO budget allocation	CBO should shift spend toward best-performing ad set	CBO allocated 39% to Architects ($455) vs 11% to Interior Designers ($127), with 49% to Prospecting ($571)	Met
Add LAL + Interest ad sets	More targeted audiences should improve CPL vs broad prospecting	Architects CPL $37.93 vs Prospecting CPL $81.61 — 54% improvement	Exceeded
Interior Designers 1% LAL	Expected lower CPL from tighter lookalike	$63.59 CPL — better than Prospecting but worse than Architects	Below
New mockup creatives	Diversify creative to reduce ad fatigue	Early "Mock up" ad: $3.99 CPL from 4 leads — extremely strong early signal, but small sample	Promising

Ad Set Performance Detail

Ad Set	Spend	Impressions	Reach	Freq.	Link Clicks	CTR	LP Views	Leads	CPL
Prospecting — All Creative	$571.26	8,075	4,012	2.01	186	3.59%	162	7	$81.61
Interior Designers — 1% LAL	$127.18	1,379	964	1.43	31	4.35%	28	2	$63.59
Architects — 2% LAL TOP PERFORMER	$455.21	5,736	3,154	1.82	148	4.53%	127	12	$37.93

Audience Insights

Audience	Spend	Impressions	Leads	CPL
Women 45–54	$437.80	4,667	7	$62.54
Women 35–44	$342.50	4,971	4	$85.62
Women 25–34	$102.35	2,115	0	—
Men 45–54	$76.56	934	3	$25.52
Men 35–44	$57.08	879	2	$28.54
Women 55–64	$39.30	462	2	$19.65
Women 65+	$26.40	247	1	$26.40
Men 55–64	$24.76	316	1	$24.76

Women 45–54 receive the most spend but men 45–54 and women 55–64 deliver significantly better CPLs ($25.52 and $19.65 respectively). The 25–34 female segment spends $102 with zero leads — consider reducing allocation or excluding. Male audiences across 35–64 are converting efficiently despite lower spend allocation.

Recommendations for Next Month

Let the new mockup creatives run through learning phase (at least 7 more days). If the "Mock up" ad's $3.99 CPL holds, consider building more creatives in this format — it's outperforming the TEST IMAGE #3 creative that's been the workhorse.
Monitor frequency — currently at 2.31 across the campaign. The Prospecting ad set is at 2.01 and Architects at 1.82. Not critical yet, but if frequency exceeds 3.0, creative fatigue will set in. Fresh creative helps here.
Consider narrowing age targeting. The 25–34 female segment is spending $100+ with zero leads. Either exclude this age range or create age-specific creative that resonates younger.
The Architects ad set is the clear winner. Consider increasing its budget share or creating a dedicated campaign for this audience to give it more room to scale.
Landing page is converting well (317 LP views from 365 link clicks = 87%; 21 leads from 317 LP views = 6.6% conversion rate). No LP changes needed.

Budget Summary

$1,153.65

Total Spend

Total spend for the 30-day reporting period

$38.46

Daily Average

$1,153.65 across 30 days

56%

Budget Utilization

$1,153.65 of $4,220.00 lifetime budget remaining capacity — campaign set at $4,220 lifetime, started Nov 21, running through Mar 31