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**Monday performance review** Updated today · Version 4

MONTHLY PERFORMANCE REVIEW20-26 July

### Growth held. Creative fatigue is the next constraint.

Spend stayed efficient across Meta and Google. The next gain is in the creative pipeline, not a broader budget increase.

Spend **$84.2K**

_+4.8% week over week_

Blended ROAS **3.41x**

_Stable at higher spend_

New customers **1,284**

_+7.2% week over week_

**Recommendation**

**Refresh the top-spend creative before Friday.**

Frequency climbed while conversion rate softened. Brief three new hooks around the strongest customer proof.

## Edit the thinking and the story, not just the formatting.

Change the copy inline, move sections into the right order, add rich media, or ask AI to reshape the report while the evidence stays in view.

**Paid media efficiency**

**Recommendations**

**Refresh the top-spend creative before Friday.**

Frequency climbed while conversion rate softened. Brief three new hooks around the strongest customer proof.

**Campaign decisions**

| Campaign | Signal | Decision |
| --- | --- | --- |
| Meta Prospecting | Frequency 4.9x | Refresh |
| Google Brand | ROAS 5.8x | Hold |

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**Client-specific structure** Choose the charts, creative evidence, and recommendations each client needs.

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**Havas Media weekly growth report** Client report · Havas Media workspace

20-26 July

### Growth held. Creative fatigue is the next constraint.

Spend stayed efficient across Meta and Google. The next gain is in the creative pipeline, not a broader budget increase.

Spend **$84.2K**

_+4.8% week over week_

Blended ROAS **3.41x**

_Stable at higher spend_

New customers **1,284**

_+7.2% week over week_

**Paid media efficiency**

**Recommendations**

**Refresh the top-spend creative before Friday.**

Frequency climbed while conversion rate softened. Brief three new hooks around the strongest customer proof.

**Campaign decisions**

| Campaign | Signal | Decision |
| --- | --- | --- |
| Meta Prospecting | Frequency 4.9x | Refresh |
| Google Brand | ROAS 5.8x | Hold |

### Creative analysis

What changed inside the ads

### Proof-led video carried efficiency as older concepts fatigued.

The winning creative combined a fast product demonstration with a specific customer outcome. Static benefit cards lost attention first.

#### Creative response by concept

Proof video Founder demo UGC review Static benefit

Hook rate Conversion rate

**Creative performance table**

| Creative | Spend share | Frequency | Read |
| --- | --- | --- | --- |
| Customer proof video | 31% | 2.3x | Scale |
| Founder demo | 24% | 3.1x | Extend |
| UGC testimonial | 19% | 3.8x | Refresh hook |
| Static benefit card | 17% | 4.9x | Replace |

**Creative recommendation**

**Build the next round from the proof-video structure.**

Keep the opening demonstration, then test customer proof against founder authority. Retire the static card after its replacement is live.

### Action plan

What to do next

### Recommendations for the next seven days.

Protect the efficient campaigns, replace fatigued creative, and use the next test to confirm which proof angle deserves more spend.

**Creative**

**Brief three proof-led video variations.**

Reuse the winning product demonstration and vary the opening claim, customer proof, and closing offer.

**Media**

**Hold broad prospecting spend until replacements are live.**

Keep branded search and the proof-video ad set funded. Do not force more spend into the fatigued static set.

**Measurement**

**Read the test on qualified conversion, not click-through rate alone.**

Compare hook rate, landing-page conversion, CPA, and new-customer revenue after each concept clears the spend threshold.

#### Seven-day test plan

**Mon** **Tue** **Wed** **Thu** **Fri** **Sat** **Sun** Brief concepts Produce Launch test Read results

**Recommended account changes**

| Campaign | Current | Proposed | Reason |
| --- | --- | --- | --- |
| Meta Prospecting | $18K | $16K | Hold for refresh |
| Meta Proof Video | $9K | $12K | Best new-customer CPA |
| Google Brand | $6K | $6K | Stable demand capture |
| Creative test reserve | $2K | $3K | Fund three concepts |

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