Spend continues; attributed leads have stalled.
CPL within target; quality flat.
Quality breakdown of attributed leads only.
Spend bracket of attributed leads. Explains CPL vs intent.
| Creative | Status | Spend | Impr. | Clicks | CTR | CPC | Meta leads | Attributed | CPL | Read |
|---|---|---|---|---|---|---|---|---|---|---|
| Reshape — Ops/Admin Agent — Video — OPS OPS | Paused, no action | $3.45 | 16 | 0 | 0.00% | — | 0 | 0 | — | No action |
| Reshape — Intake Agent — Video — LEADS LEADS | Working | $15.30 | 106 | 5 | 4.72% | $3.06 | 2 | 2 | $7.65 | Volume exists, quality weak |
| Reshape — Follow-Up Agent — Static — LEADS LEADS | Watching | $2.11 | 42 | 2 | 4.76% | $1.05 | 0 | 0 | — | Too little spend |
| Reshape — Content Agent — Static — CONTENT CONTENT | Volume leader, hold | $539.13 | 7,009 | 116 | 1.66% | $4.65 | 17 | 7 | $77.02 | Volume exists, quality weak |
The agent read the live Meta campaign / ad-set / targeting config. These are setup causes, not symptoms, 2 high-severity. A creative refresh cannot fix a setup problem.
| Severity | Issue + why it matters | Fix | Owner |
|---|---|---|---|
| HIGH | Ad set is optimizing for `LEAD_GENERATION` (cheapest form-fills). Meta finds the people most likely to tap submit on a form, which skews to the curious and freebie-seekers, not buyers. This is the most common reason a lead campaign gets volume but zero qualified buyers, no matter how good the creative is. | Optimize for a deeper event: a booked call or a qualified conversion fed back via the Conversions API, or switch the instant form to its 'higher intent' type. This single change usually moves lead quality more than any creative edit. | Angela / Ops (setup) + Alex (decision) |
| HIGH | No lookalike or custom audience of past buyers is in use. You're prospecting cold strangers off interest guesses instead of people who look like your actual paying clients. A lookalike built from won deals is almost always the single biggest quality lever for a high-ticket offer. | Build a Customer-List custom audience from won clients, then a 1-3% lookalike, and target that instead of (or alongside) cold interests. | Angela / Ops (setup) |
| MEDIUM | Targeting is cold interests only (Small business, Artificial intelligence, Asana (software), Conversion marketing, Salesforce.com…). Interest targeting reaches anyone who once engaged with those topics, which is broad and low-intent for a $3k offer. It fills the funnel with curious people, not in-market buyers. | Layer a buyer lookalike on top, or narrow to higher-intent interests + behaviors and exclude existing low-quality segments. | Angela / Ops (setup) |
| MEDIUM | Leads come through a Meta instant form (very low friction). Instant forms pre-fill name and email so they're the easiest thing on the platform to submit. Great for volume, but the low effort means low intent. Combined with form-fill optimization it's a double pull toward tire-kickers. | Add genuinely-gating qualifying questions (budget, timeline) that filter, switch to the 'higher intent' instant-form type, or send traffic to a short landing page + form for a higher-intent path. | Angela / Ops (setup) + Katie (form copy) |
| LOW | Includes low-intent placements: story, biz_disco_feed, facebook_reels, notification. Stories, Reels and notifications are scroll-fast, entertainment placements. For a considered B2B offer they tend to produce cheap, low-intent taps that dilute lead quality. | Test restricting to Feed + in-stream placements and compare lead quality before re-enabling the rest. | Angela / Ops (setup) |
| LOW | Attribution is 1-day click-through only. A 1-day click window can undercount leads that convert a day or two later, making the campaign look worse than it is. Minor here, but worth knowing when reading the numbers. | Consider 7-day click (1-day view) to capture the real conversion path, as long as you read the numbers consistently. | Angela / Ops (setup) |
All 19 campaign leads, pulled from the Meta form (the source of truth). They look qualified on the form, but they do not convert, see the funnel below.
| Lead | Source ad | Q1 | Q2 | Q3 spend | Quality | Reason |
|---|---|---|---|---|---|---|
| Rebecca Dickens | Content Agent | my content is inconsistent - i pos… | a full system that fixes the whole… | $2,500–$7,500/month | Qualified | Q2 full system + Q3 ≥$2,500/mo + Q1 clear pain + valid email |
| keith cummings | Content Agent | leads slip through the cracks - my… | a full system that fixes the whole… | $7,500–$15,000/month | Qualified | Q2 full system + Q3 ≥$2,500/mo + Q1 clear pain + valid email |
| Dennis Locklear | Content Agent | my content is inconsistent - i pos… | one specific part fixed first | $2,500–$7,500/month | Potential | Q2 partial-scope + Q3 ≥$2,500/mo + Q1 clear pain + valid email |
| Travis Dowdy | Content Agent | admin and tasks eat my week - i ne… | one specific part fixed first | $2,500–$7,500/month | Potential | Q2 partial-scope + Q3 ≥$2,500/mo + Q1 clear pain + valid email |
| Antonio Trevino | Content Agent | leads slip through the cracks - my… | one specific part fixed first | $7,500–$15,000/month | Potential | Q2 partial-scope + Q3 ≥$2,500/mo + Q1 clear pain + valid email |
| Higgs Lee Raymond | Content Agent | leads slip through the cracks - my… | a full system that fixes the whole… | $2,500–$7,500/month | Qualified | Q2 full system + Q3 ≥$2,500/mo + Q1 clear pain + valid email |
| Rahila Bouchie | Content Agent | my content is inconsistent - i pos… | a full system that fixes the whole… | $2,500–$7,500/month | Qualified | Q2 full system + Q3 ≥$2,500/mo + Q1 clear pain + valid email |
| Kristy S Bevard Tindall | Content Agent | admin and tasks eat my week - i ne… | a full system that fixes the whole… | $2,500–$7,500/month | Qualified | Q2 full system + Q3 ≥$2,500/mo + Q1 clear pain + valid email |
| SHVE Shae | Content Agent | my content is inconsistent - i pos… | a full system that fixes the whole… | $2,500–$7,500/month | Qualified | Q2 full system + Q3 ≥$2,500/mo + Q1 clear pain + valid email |
| Ashley Eagleton | Content Agent | my content is inconsistent - i pos… | a full system that fixes the whole… | $2,500–$7,500/month | Qualified | Q2 full system + Q3 ≥$2,500/mo + Q1 clear pain + valid email |
| Dena Rae Tresner | Content Agent | my content is inconsistent - i pos… | a full system that fixes the whole… | $2,500–$7,500/month | Qualified | Q2 full system + Q3 ≥$2,500/mo + Q1 clear pain + valid email |
| LifeJourneyandinspirationblog2 | Content Agent | admin and tasks eat my week - i ne… | not sure yet - i need help figurin… | $0–$2,500/month | Low buying power | Q3 monthly spend = $0–$2,500/month |
| Amanda Leigh Sanders | Content Agent | not sure yet - just looking | not sure yet - i need help figurin… | $0–$2,500/month | Low buying power | Q3 monthly spend = $0–$2,500/month |
| Ashley Eagleton | Content Agent | my content is inconsistent - i pos… | not sure yet - i need help figurin… | $0–$2,500/month | Low buying power | Q3 monthly spend = $0–$2,500/month |
| Free | Content Agent | leads slip through the cracks - my… | a full system that fixes the whole… | $0–$2,500/month | Low buying power | Q3 monthly spend = $0–$2,500/month |
| Mētztli Wolf | Astrology, Witchcraft, & Mediumship Readings | Content Agent | my content is inconsistent - i pos… | a full system that fixes the whole… | $0–$2,500/month | Low buying power | Q3 monthly spend = $0–$2,500/month |
| Dena Rae Tresner | Content Agent | not sure yet - just looking | not sure yet - i need help figurin… | $0–$2,500/month | Low buying power | Q3 monthly spend = $0–$2,500/month |
| Dan Mann | Intake Agent | not sure yet - just looking | not sure yet - i need help figurin… | $0–$2,500/month | Low buying power | Q3 monthly spend = $0–$2,500/month |
| 7996.........sr.......2 17996 State Highway 12 New York ZIP code 1380 thank you 8......13806...==2003 | Intake Agent | admin and tasks eat my week - i ne… | one specific part fixed first | $0–$2,500/month | Invalid | invalid email — suspicious TLD '.comyy' (looks like a typo of '.com') |
from the Meta form
tagged src:ad
1 cancelled
calls that happened
clients
Of 18 ad leads in the pipeline, 1 booked, 0 held, 1 cancelled/no-show. The full spread: 6 awaiting reply, 2 sent a booking link, 8 marked not buying now, 1 booked then cancelled/no-show, 1 lost. The outreach fires but the leads go quiet, the cause is the setup (cheapest form-fills, no buyer lookalike, cold targeting), not the follow-up, so the fix is to re-aim the setup.
| Pipeline stage | Ad leads |
|---|---|
| Awaiting reply | 6 |
| Booking sent | 2 |
| Nurture | 8 |
| Canceled | 1 |
| Lost | 1 |
Projected 7-day spend on the current setup: $155.12. At the current CPL that is ~1–2 more leads, and they keep coming in without booking.
Likely result: more cheap form-fills that do not reply, still 0 booked.
Re-aim the ad set: optimize for a booked call (not a form-fill) and build a lookalike of won clients. Lower volume, higher intent. Measure booked calls, not form-fills.
Likely result: fewer leads, but higher intent, the kind that reply and book.
Adding budget to the current setup just buys more of the same low-intent leads. Re-aim the setup first, then scale.
Likely result: more spend, same non-conversion.
Scenarios use current spend, CPL, and stall numbers. They are not predictions.
Keep running. Consider controlled budget increase after more data.
Cheap leads, wrong buyer. Revise angle or strengthen form qualification.
Hook or format missed. Create a new hook / format test.
Likely follow-up or booking bottleneck. Investigate GHL speed-to-lead.
| Flag | Owner | Status |
|---|---|---|
| Test a higher-intent funnel (deeper conversion event + qualifying step) | Alex / Strategy | Filed · current · 86d383j1k |
| Refreshes aren't moving the needle — step back | Alex / Founder | Filed · current · 86d383j1q |
| 10+ days holding — commit or kill | Alex / Founder | Filed · 86d38bqqc |
| Flag | Owner | Why no task |
|---|---|---|
| Speed-to-lead not wired | Angela / Ops | Only if blocking decision-making |
| Calendar / pipeline validation missing | Angela / Ops | Only if booked/show data is unreliable |
| Non-ad contacts excluded | — | Audit note unless attribution logic fails |
| CPL under target | — | Informational by itself |
| Low-spend / paused creatives | — | Too little data or already resolved |
The report does not create tasks. Tasks come from diagnosis → action_items → action_delivery.
| Overlay status | BRIEF_UPDATED_FROM_RESEARCH |
|---|---|
| Verified packet | d4df539598b0 |
| Source count | 20 URLs cited |
| Verified directives | 9 |
| Claims to avoid | 4 |
| Appendix-only packet | 2093d9a4a399 · NOT_BRIEF_SAFE |
| Brief change | Fed the earlier creative-refresh brief. Superseded, the current lever is the ad setup, not the creative angle. |
Latest artifact bundle tracks 0 sources.
src/campaign_report.py at 2026-06-05T15:48:47. Campaign: baseline_v1.