Weekly message, this month to date (Monday, WhatsApp)

Hi team, quick check-in from Atlas. [AM: what was delivered this week, what is in edit, what we need from you.]

1. What happened

[AM: two sentences: the outcome in the client's words, and the one reason behind it]

Cost per lead up 72% against April 2026, on spend up 111%. Volume up 23%.

2. What we are doing next

[Media buyer: the decisions made this month and why, from the decisions log, in three lines]

[AM: what the client will see change next month, matched to what they said they want]

· "video" is the cheapest format at 98 per lead across 24 ad(s), against "testimonial" at 187. A 90% gap on 2 readable cuts — worth another round before treating it as settled.

· "CLI" is the cheapest producer at 78 per lead across 62 ad(s), against "ATL" at 171. A 119% gap on 2 readable cuts — worth another round before treating it as settled.

· SGD 25957 of spend sits on ads whose names say nothing about format, hook or angle, so it teaches us nothing. That is the price of the old naming, and it falls to zero on its own as new ads ship under the convention.

· Cost per lead rose more than a fifth against April 2026. Worth separating creative fatigue from an auction that simply got more expensive — frequency and CPM tell those apart.

· 1 ad(s) spent SGD 161 and returned nothing: "ATL1.1". At this account's spend level that is a meaningful share of the month, and it is the cheapest thing on this page to fix.

· No new angle was approved for May 2026 while the account was spending. Everything running is inherited, which is fine for a month and is how an account quietly ages.

3. What we cannot see this month

· What happened after the lead. The platform reports the enquiry and nothing past it, so cost per lead is knowable and cost per customer is not — that lives in the client's own numbers.

· How long this client has been with us. No engagement start date is recorded, so this report cannot tell a first month from a twelfth — and those should not read alike, since the first establishes a baseline and the twelfth is judged against one.

· Which of our angles produced which result. All 6 ad(s) this month predate the naming convention, and live ads are not renamed — so this is closed rather than outstanding. Ads created from now on carry an angle code and attribute themselves.

· Organic social — followers, reach, engagement rate and audience demographics. No figures were recorded for this month. They can be typed in from each platform's dashboard, which is what happens today except the numbers currently go into a slide and are lost.