StoriePro — Monthly Performance Report

Executive Summary

StoriePro spent $822.21 in June, generating 24 leads at $34.26 CPL — the best month of the rebrand cycle to date. Two structural improvements: the Interior Designers ad set finally performed (5 leads at $36.84 CPL vs. May's 2 at $81.29), and delivery diversified — five different ads produced at least one lead in June, versus May when Dark Coffee Theme accounted for 90% of leads alone. Dark Coffee Theme is still the dominant creative (17 of 24 leads, 71%) but its CPL rose from $22.08 to $30.81 — the first sign of frequency fatigue on the workhorse. Late-June delivery slowed as the ad set end date (Jun 30) approached and Meta paced down. The standard monthly +$1K July bump plus schedule extension is the natural reset.

Strategic Context

Interior Designers ad set finally performed. After two months of struggling ($112 CPL in April, $81 in May) with only 2 leads each, the Designers ad set produced 5 leads in June at $36.84 CPL — nearly matching Architects' $33.58. Multiple ads contributed: Designers Mock up (3 leads at $47.43), Designers Dark Theme (1 lead at $24.24, its first ever), and Designers Laptop white bg (1 lead at $13.33). The rebrand aesthetic and Meta's audience model appear to have finally aligned for this segment.

Delivery diversified across five ads. May: Dark Coffee Theme delivered 90% of leads alone. June: five different ads produced at least one lead — Dark Coffee Theme (17), Designers Mock up (3), Architects Mock up (2), Designers Dark Theme (1), Designers Laptop white bg (1). Broader delivery is healthier for the account's long-term stability, though Dark Coffee Theme's CPL rising from $22 to $31 is the first flag of frequency fatigue on the workhorse.

Late-month delivery slowdown — ad set end date driven. Both ad sets were scheduled to end Jun 30 (extension set in May's session). Meta typically paces down as an end date approaches, which is what we saw: daily spend fell from ~$32/day mid-month to ~$21/day the final week, and Jun 22–28 produced only 1 lead. This is a scheduling artifact, not a creative or audience issue. The July +$1K budget cadence bump plus schedule extension is the standard reset.

Zero mid-month operator changes. No campaign, ad set, ad, or budget changes were made in June. The account ran on the settings established in the May 25 session and the May 29 pre-window creative touch-ups (Mock up variants, Laptop white bg edits).

Weekly Trend

Week	Spend	Impressions	Link Clicks	Leads	CPL
Jun 1 – 7	$231.87	3,881	102	9	$25.76
Jun 8 – 14	$206.10	4,116	87	8	$25.76
Jun 15 – 21	$205.40	3,287	65	6	$34.23
Jun 22 – 28 End-date drag	$161.52	2,361	39	1	$161.52
Jun 29 – 30 (2 days)	$17.32	233	3	0	—

First two weeks were exceptional: 17 leads at ~$26 CPL. The pace held through mid-month, then delivery decelerated in the final week as Meta paced down toward the Jun 30 ad set end date — a scheduling artifact addressed by the standard July +$1K budget and schedule extension.

Changes Made

Pre-window items marked pre-window. Note: no operator changes were made in June itself — the account ran on May's settings.

May 29 (pre-window): Ad status/edit touch-ups on PVM | Leads | Mock up, PVM | Architects | Mock up, and PVM | Leads | Laptop white bg (multiple status cycles). Set up the creative roster that carried through June.
Jun 9: Account billed $331.00. Auto
Jun 20: Account billed $331.00. Auto
Jun 30: Account billed $331.00. Auto
Throughout June: No operator-initiated campaign, ad set, ad, or budget changes. The account ran on the May 25 lifetime budget ($7,220) and the May 29 creative-status configuration.

What We Expected vs What We Saw

Action	Expected	Actual	Assessment
Interior Designers ad set turning around	Producing more leads / lower CPL after two months of struggling	5 leads at $36.84 CPL (vs. May's 2 at $81.29 and April's 2 at $112). Three different Designers ads contributed. Rebrand aesthetic + audience finally aligned.	Exceeded
Delivery diversification	Broader lead distribution across the roster, less dependence on a single ad	5 ads produced leads (vs. 2 in May). Dark Coffee Theme still leads at 17 of 24, but the account is no longer single-ad-dependent.	Exceeded
Dark Coffee Theme sustained performance	Maintain ~$22 CPL from May at similar or increased scale	17 leads at $30.81 CPL on 64% of budget. CPL up from May's $22 — first signal of frequency fatigue on the workhorse.	Watch
Ad set schedule	Deliver at pace through Jun 30 end date	Delivery paced down in the final week (Jun 22–28 produced only 1 lead) as Meta throttled toward end date. Standard end-of-month artifact.	End-date drag
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 May Report

May Recommendation	Status	Evidence
Build a Designers-focused version of Dark Coffee Theme (Emily Kates testimonial copy) to close the CPL gap.	In Progress	Dedicated Designers-focused creative is still queued for build. In the meantime, the existing Designers roster organically improved this month — 5 leads at $36.84 CPL vs. May's 2 at $81.29 — suggesting the Designers audience is now converging on the rebrand aesthetic. Building a Designers-specific variant remains the natural next lift.
Monitor frequency and introduce a fresh Architects creative within 2–3 weeks to broaden delivery.	In Progress	Frequency held at 2.33 in June, safely below the 3.0 threshold. Dark Coffee Theme CPL rose from $22 to $31 — the first signal that the fresh creative recommendation is now timely. Cronk Duch featured-client variant is the queued candidate.
Give Testimonial Dark Theme a fair test with dedicated $5–10/day ABO budget.	In Progress	CBO continues to starve it in the current structure ($2.20 of delivery in June). Moving it to its own ad set with forced ABO budget is planned for July.
Wind down Laptop white bg entirely.	Done (effectively)	CBO has minimized delivery to $16.77 combined across both ad sets (2% of budget). Notable this month: it surprised with 1 lead at $13.33 in the Designers ad set. Formal pause is the housekeeping step.

Campaign Performance

Campaign	Status	Spend	Impressions	Link Clicks	Leads	CPL
PVM \| Lead Gen \| 2025-2026 \| CBO	Active	$822.21	13,878	296	24	$34.26

Single active CBO campaign, running on the $7,220 lifetime budget set May 25. Ad sets scheduled to end Jun 30 — July extension pending.

Ad-Level Performance

Ad Name	Ad Set	Spend	Impressions	Link Clicks	Link CTR	Leads	CPL
Architects \| Dark Coffee Theme Top Performer	Architects 2% LAL	$523.74	9,496	225	2.37%	17	$30.81
Designers \| Mock up	Interior Designers 1% LAL	$142.30	2,044	31	1.52%	3	$47.43
Architects \| Mock up First leads	Architects 2% LAL	$103.50	1,738	24	1.38%	2	$51.75
Designers \| Dark Theme First lead	Interior Designers 1% LAL	$24.24	261	6	2.30%	1	$24.24
Designers \| Laptop white bg \| previous winner Surprise lead	Interior Designers 1% LAL	$13.33	121	5	4.13%	1	$13.33
Architects \| Social Proof	Architects 2% LAL	$3.81	55	2	3.64%	0	—
Architects \| Laptop white bg \| previous winner	Architects 2% LAL	$3.44	64	2	3.13%	0	—
Leads \| Mock up (kitchen BG)	Architects 2% LAL	$2.77	47	0	0.00%	0	—
Designers \| Testimonial Dark Theme	Interior Designers 1% LAL	$2.20	16	1	6.25%	0	—
Designers \| Realistic Interior	Interior Designers 1% LAL	$2.12	21	0	0.00%	0	—
Architects \| Featured Client	Architects 2% LAL	$0.76	15	0	0.00%	0	—

Five ads produced leads in June (vs. two in May). Dark Coffee Theme still dominates at 17 of 24 leads (71%), but the Mock up variants and both Dark Themes are pulling weight this month. Dark Coffee Theme's CPL climbed from $22 to $31 — still efficient, but the trend to watch.

Audience Insights

Audience	Spend	Impressions	Link Clicks	Link CTR	Leads	CPL
Architects \| 2% LAL + Interest Ages 28–54, all genders, US	$638.02	11,415	253	2.22%	19	$33.58
Interior Designers \| 1% LAL + Interest Ages 25–54, female only, US	$184.19	2,463	43	1.75%	5	$36.84

Key finding: The Interior Designers gap has narrowed dramatically. In April Designers cost $112/lead and in May $81; in June it dropped to $36.84 — nearly matching Architects' $33.58. Three Designers ads contributed leads (Mock up, Dark Theme, Laptop white bg) versus just one in May. This is meaningful because the Designers ad set uses tighter 1% LAL + female-only targeting — if the ad set can produce leads efficiently at that geometry, it has real long-run scale-up value.

The natural next lift is still building a Designers-focused variant of Dark Coffee Theme (Emily Kates testimonial copy is queued in Notion). The organic June improvement suggests the audience is ready for it — a dedicated Designers rebrand creative should compress CPL further.

Recommendations for Next Month

Extend ad set schedules and land the July +$1K bump early in the month. The Jun 30 end date drove the late-June delivery slowdown (Jun 22–28 produced only 1 lead). Front-loading the July bump — $7,220 → $8,220 lifetime + schedule extension to Jul 31 — resets Meta's pacing signal and avoids re-losing early July to the same drag.
Build the Designers-focused Dark Coffee Theme variant. The Designers ad set improved on its own in June (5 leads at $36.84). A dedicated Designers rebrand creative — Emily Kates testimonial copy from Notion — should compress CPL further and validate the natural momentum.
Refresh Architects creative to relieve frequency pressure. Dark Coffee Theme's CPL rose from $22 to $31 — the first fatigue signal. Introducing the Cronk Duch featured-client variant (queued in Notion) diversifies delivery and pulls fresh audience segments.
Give Testimonial Dark Theme its own ad set with forced ABO budget. Still starved by CBO in the current structure ($2.20 of delivery in June). A separate ABO ad set at $5–10/day gives it a fair test against the halo hypothesis.
Formal pause on Laptop white bg. Down to 2% of budget through CBO deprioritization. It surprised with 1 lead in Designers this month, but the housekeeping is worth it — frees the slot in Meta's decisioning.

Budget Summary

$822.21

Total Spend

30 days. Three billing charges in June: $331 (Jun 9), $331 (Jun 20), $331 (Jun 30).

$27.41

Daily Average

First three weeks avg $30.85/day. Final week (Jun 22–28) dropped to $23.07/day as delivery paced toward the Jun 30 end date.

$7,220

Lifetime Budget

Held at the May 25 setting through June. Monthly +$1K cadence continues — July bump ($8,220) plus schedule extension is the standard reset.