blank2 — Creative Performance Report

1. Executive Summary

MISS Average Cost Per Schedule came in at $124.87 — 2.5× above the $50 target. 35 pixel-attributed schedules from $4,370 spend. Offline tracker shows only 24 actual booked appointments, suggesting a 31% pixel over-count — true CPS is closer to $182.

WIN Two ads validated sub-$10 CPS: 0074 | C3 ($3.98, 2.58% CTR) and I was skeptical | C4 ($8.79, 5.31% CTR). Both are low-spend with small sample — but they're the only proof the funnel converts at healthy economics.

TREND Week 1 CPS was manageable at $82.92 (22 schedules). Week 2 collapsed to $195.85 (13 schedules) with 40% more spend. Audience is tiring fast — frequency hit 2.04× in 14 days on a relatively small account.

LEARNING BJB | C4 drove the most volume (7 offline appts) but at 43% qualification rate — it's generating unqualified leads at scale. 0080 | C4, 90% of my jobs | C2, Heres What Our Clients Say | C4 each produced 1 appointment with 100% qualification rate — small but signal-rich. "I was skeptical | C1" has a 10.1% CTR but zero conversions on $105 spend: the hook clicks but the funnel breaks post-click.

2. Account-Level KPIs

Total Spend

$4,370

Apr 4–17, 2026

Schedules (Pixel)

35

CPS: $124.87 (2.5× target)

Schedules (Offline)

24

True CPS: ~$182

Impressions

125.6K

Reach: 71,048

CTR

1.49%

CPC: $2.34

Link Clicks

1,259

No LPV tracking

CPM

$34.79

Frequency: 2.04×

Video Views

25,718

ThruPlay: 3,995

⚠️ Pixel vs Offline Discrepancy

Meta pixel reports 35 schedules. Offline appointment tracker shows 24 booked appointments in the same window — a 11-event gap (31% over-count). Trust the tracker for true CPS. Root causes to investigate: duplicate pixel fires, attribution window overlap, or self-books not reaching calendar. Qualification rate from offline data: 45.8% (11 of 24 qualified).

3. Weekly Trend

Week 1 (Apr 4–10)

$82.92

CPS (pixel) | 22 schedules | $1,824 spend

CTR: 1.73% | CPC: $1.90 | CPM: $32.83

Week 2 (Apr 11–17)

$195.85

CPS (pixel) | 13 schedules | $2,546 spend

CTR: 1.30% | CPC: $2.80 | CPM: $36.35

Spend & Conversion Trend

22 sched · $82.92 CPS

$1,824

Apr 4–10

13 sched · $195.85 CPS

$2,546

Apr 11–17

4. Campaign Breakdown

Campaign	Spend	Impressions	CTR	CPC	Link Clicks	Conv (pixel)	CPS (pixel)	Conv (offline)	CPS (offline)	Status
CS \| Schedule \| 04.06.26	$4,370.28	125,603	1.49%	$2.34	1,259	35	$124.87	24	$182.09	Active

5. Top Creatives — Winners

Criteria: CTR ≥ 2.5% AND ≥ 1 pixel conversion. Sorted by CPS ascending.

Ad	Spend	Impressions	CTR	CPC	Conv (pixel)	CPS	Offline Appts	Offline Qual %	Verdict
0074 \| C3	$7.95	155	2.58%	$1.99	2	$3.98	1 (Unqualified)	0%	TEST AT SCALE
I was skeptical \| C4	$17.57	245	5.31%	$1.35	2	$8.79	0	—	TEST AT SCALE

CPS Comparison — Winners vs Account Average

0074 | C3

$3.98

I was skeptical | C4

$8.79

Account Avg (pixel)

$124.87

Account Avg (offline)

$182.09

⚠️ Both winners have very small spend ($7.95 / $17.57). Results are directionally positive but not statistically reliable yet. Increase budget 5–10× before calling them confirmed winners.

6. Underperformers — Losers

Criteria: Spend ≥ $50 AND (0 conversions OR CPS ≥ $200). Sorted by spend descending.

Ad	Spend	CTR	Conv (pixel)	CPS	Issue
0075 \| C1	$252.13	1.09%	1	$252.13	5× target. Low CTR — creative not resonating.
0080 \| C4	$227.72	1.22%	1	$227.72	4.5× target. 1 offline appt = 100% qual — pausing too early may be wrong. Monitor.
Anna VSL vertical \| C3	$214.69	1.28%	0	—	$214 burn, zero conversions. C2 ($133) and C1 ($148 CPS) outperform C3.
Anna VSL vertical \| C4	$141.82	1.61%	0	—	$141 burn, zero conversions. Pause immediately.
I was skeptical \| C1	$105.60	10.10%	0	—	Highest CTR in account but zero conversions. Post-click breakdown — landing page mismatch or audience intent gap.
No One Gets To Touch My Radius \| C1	$58.91	1.69%	0	—	All 4 variants ($137 total) produced zero conversions. Kill entire creative.
0078 \| C4	$50.29	1.41%	0	—	All 4 variants ($86 total) at 0.91% avg CTR, zero conversions. Kill entire creative.

Wasted Spend — Top Losers

0075 | C1

$252

$252.13

0080 | C4

$228

$227.72

Anna VSL C3

$215

$214.69

Anna VSL C4

$142

$141.82

I was skeptical C1

$106

$105.60

7. Creative Format Analysis

Avg CTR by Format

Testimonials

2.00%

BJB (Image)

1.38%

Numbered (00xx)

1.29%

Anna VSL

1.30%

Pixel Conversions by Format

BJB (Image)

18

18 conv

Anna VSL

6

6 conv

Numbered (00xx)

7

7 conv

Testimonials

4

4 conv

Format	Ads	Total Spend	Conv (pixel)	Pixel CPS	Offline Appts	Offline Qual%	Avg CTR	Signal
BJB (Image)	4	$1,485.25	18	$82.51	10	40%	1.38%	Volume driver, low qual
Anna VSL	4	$1,234.09	6	$205.68	3	33%	1.30%	Underperforming
Numbered (00xx)	40	$1,012.20	7	$144.60	5	20%	1.29%	Poor qual, high waste
Testimonials	36	$638.74	4	$159.69	3	100%	2.00%	Best qual rate, under-invested

8. Copy Variant Performance

Focus: BJB (highest spend/volume) and Anna VSL (2nd highest). Each has 4 variants (C1–C4).

BJB Variants — $1,485 total spend

Variant	Spend	CTR	Conv (pixel)	CPS	Offline Appts	Qual%	Verdict
BJB \| C3	$107.12	1.26%	3	$35.71	2	50%	Best CPS — Scale
BJB \| C1	$117.51	1.22%	2	$58.76	1	0%	Near target — Test
BJB \| C4	$1,215.34	1.30%	13	$93.49	7	43%	Majority of spend — reduce
BJB \| C2	$45.28	1.75%	0	—	0	—	Zero conversions — Pause

Anna VSL Variants — $1,234 total spend

Variant	Spend	CTR	Conv (pixel)	CPS	Offline Appts	Qual%	Verdict
Anna VSL \| C2	$133.48	1.12%	1	$133.48	1	0%	Best CPS in group — Keep monitoring
Anna VSL \| C1	$744.10	1.16%	5	$148.82	2	50%	Largest spend, avg CPS — Reduce budget
Anna VSL \| C3	$214.69	1.28%	0	—	0	—	$214 burn, zero conv — Pause
Anna VSL \| C4	$141.82	1.61%	0	—	0	—	$141 burn, zero conv — Pause

9. Learnings

FORMAT

Testimonials have the highest CTR (2.00% avg) and 100% offline qualification rate — but only $638 invested and 4 pixel conversions. This format is dramatically under-budgeted relative to its signal quality. "Heres What Our Clients Say | C4" booked 1 qualified lead. "90% of my jobs | C2" booked 1 qualified lead. These are directionally the cleanest performers.

CREATIVE FATIGUE

Week 2 CPS deteriorated 136% vs Week 1 ($82.92 → $195.85) with 40% more spend. Frequency hit 2.04× at the account level in just 14 days. The ad pool has 84 creatives but most are under-delivered — the algorithm over-concentrates on BJB | C4 and Anna VSL | C1, accelerating fatigue. Need either fresh creatives or broader audience to break this.

PIXEL ACCURACY

31% pixel over-count is material — Meta reports 35 schedules, tracker confirms only 24. At $4,370 spend, this means the true CPS is $182 not $124. Before making optimization decisions, verify: (1) pixel not double-firing on form submit + confirmation page; (2) attribution window — 7-day click may be pulling in appointments from late March; (3) no test conversions inflating count.

ANGLE

"I was skeptical | C1" is a post-click anomaly — 10.10% CTR on $105 spend but zero conversions. The hook is compelling enough to generate clicks at massive scale, but the landing page or bot flow fails to convert. This is actually valuable signal: the angle works; fix the funnel and this creative could be a major winner. Audit what happens after the click for this ad specifically.

BUDGET DISTRIBUTION

BJB | C4 is receiving 27.8% of total account spend ($1,215) as a single ad — an over-concentration that's masking better performers. The algorithm defaulted to the historical winner but its CPS is now $93.49 (1.9× target). Reallocate: cut BJB | C4 budget by 50%, redirect to BJB | C3 (best variant at $35.71 CPS) and testimonial formats.

CTR THRESHOLD

Both validated winners (0074 | C3 at 2.58%, I was skeptical | C4 at 5.31%) clear the 2.5% CTR threshold. Within the BJB group, CTR does not predict CPS — C4 (1.30% CTR) and C3 (1.26% CTR) have identical CTRs but very different CPS ($93 vs $36). This means offer/audience fit matters more than raw CTR for this creative category.

10. Next Period's Plan

🟢 Exploit — Scale Winners

BJB | C3 — increase daily budget 3–5× from current. At $35.71 CPS it's the only established format below target.
Testimonial format — reallocate $300–500/wk from Anna VSL C3/C4 pauses into the testimonial adset. Best qualification rate (100% offline).
BJB | C1 — maintain current budget, watch whether offline qual rate improves with more volume.

🔵 Explore — Test New

"I was skeptical" funnel audit — don't kill this angle. Fix the post-click (landing page or bot prompt) and retest C1 vs C4.
0074 | C3 scale test — push to $50–100 budget to get statistical confidence on the $3.98 CPS signal.
Fresh creative brief — new proof-based angle (customer before/after, specific job type + revenue outcome). Target 3 new hooks.
Pixel audit — fix the 31% over-count before running next bi-weekly. True CPS needs to be trustworthy.

11. Action Items

[P1 — Immediate] Pause Anna VSL | C3 and C4 ($214 + $141 = $356 saved). Zero conversions, clear underperformers.
[P1 — This Week] Audit pixel firing for blank2. Investigate why 35 pixel conversions → only 24 offline appointments. Check for double-fires and 7-day view attribution window overlap.
[P1 — This Week] Redirect BJB | C4 budget down 50%, shift to BJB | C3. Same creative family, 2.6× better CPS.
[P2 — This Week] Pull the post-click funnel for "I was skeptical | C1" — landing page, bot flow, disqualification rate. Fix the gap before this creative scales.
[P2 — This Week] Scale 0074 | C3 to $50/day test. Current $7.95 spend is too small to confirm the $3.98 CPS signal.
[P2 — Next 7 Days] Create 3 new testimonial-format ads with different contractors. The 100% offline qualification rate from this format warrants fresh creative investment.
[P3 — Next 14 Days] Pause "No One Gets To Touch My Radius" entirely — all 4 variants, $137 spend, zero conversions. Same for "0078" — $86 spent, zero conversions.

Appendix — Offline Appointment Audit (Apr 4–17)

Source: EyeFly Booked Appointments Tracker. 24 confirmed bookings vs 35 Meta pixel conversions.

Booking Date	Name	Business	Creative (UTM Content)	Qualified	Outcome
04/07	Chris Sharp	Crawl Space Solutions	BJB \| C3	Unqualified	Cancelled – Unqualified
04/07	Daryl Porter	Crawlspace Work LLC	BJB \| C1	Unqualified	Cancelled – Unqualified
04/07	Jeffrey McElhaugh	Mack's Mold Removal	N/A	Qualified	Pending – Not Confirmed
04/08	Maurice Bell	RB's Barns and More	BJB \| C4	Unqualified	Cancelled – Unqualified
04/08	Robert Fisher	Patriot Attic Recovery	N/A	Unqualified	Cancelled – Unqualified
04/08	Reyes Soto	Security	0075 \| C3	Unqualified	Cancelled – Bad Number
04/08	Amar Dache	Waterproofingcs@gmail.com	Anna VSL \| C1	Qualified	No Show – Pending Reschedule
04/08	Devin Proulx	Unitedvaporbarrier	N/A	Qualified	No Show – Pending Reschedule
04/08	Benjamin White	Green Home Solutions	N/A	Qualified	Cancelled – Market Unavailable
04/09	Teey Bloomfield	Bloomfield Waterproofing	0074 \| C3	Unqualified	Cancelled – Unqualified
04/09	John Trusa	Barrier Waterproofing Systems	BJB \| C4	Qualified	Live Call – F/U Call Booked
04/09	John Guilyard	Multicraft Construction	Heres What Our Clients Say \| C4	Qualified	No Show – Pending Reschedule
04/10	Mike Doman	Illinois Selective Demolition	BJB \| C4	Unqualified	Cancelled – Unqualified
04/10	Frankie French	(phone)	0075 \| C1	Unqualified	Cancelled – Unqualified
04/11	Roger Coffer	Roger Coffer	90% of my jobs \| C2	Qualified	Pending – Not Confirmed
04/11	Kyle Cabral	C2S Energy LLC	Anna VSL \| C1	Qualified	Cancelled – Internal/Ops
04/11	Tyler Rasmussen	Founders Waterproofing	N/A	Qualified	Pending – Not Confirmed
04/12	Jeremy Shelton	Seal-Pro Home Maintenance	BJB \| C4	Unqualified	Cancelled – Unqualified
04/13	Dom Deragon	DPMR LLC	BJB \| C4	Qualified	Pending – Confirmed ✓
04/14	Christopher Vieiro	tcmoldbustersllc	Anna VSL \| C2	Unqualified	Cancelled – Unqualified
04/14	Brennon Gindlesperger	Crawlspace Rehab	BJB \| C3	Qualified	Pending – Confirmed ✓
04/14	Esteban Almonte	Contact Number	BJB \| C4	Unqualified	Cancelled – Not Interested
04/15	Marty White	Mw Construction	BJB \| C4	Unqualified	Cancelled – Ghosted
04/16	Joe Chavez	H2O Waterproofing	0080 \| C4	Qualified	Live Call – Long Term Nurture