Lifetime Analysis Β· Aug 2025 β Jun 2026 Β· $47,374 total spend Β· 819 results
β¬οΈ = good
β = good
Bar Graph: β¬οΈ = good , Line Graph β=good
β¬οΈ = good
Total Facebook ad budget by month for the last 12 months.
Weekly patient count from Neuralia TMS Action Log. Green bars = above average, red bars = below.
Total bookings per month from Calendly API. Jun 2026 is a partial month.
New GP referrals per week from Neuralia TMS Action Log. Green = above average, red = below.
Freshsales contacts created in the last 60 days vs those with "GP Referral Received" outcome. Updated weekly (Tuesdays 3pm AWST).
Creative-level data aggregated from the Meta Ads ad-level export (all time). Ranked by total results.
| Creative | Results | CTR | Spend | CPR | Impressions | Status |
|---|
Live Google Sheets data β cells AM1:BY250 from the master spreadsheet.
Creative-level data from Meta Ads API via Google Sheets (last 60 days). Ranked by total results.
| Creative | Results | CTR | Spend | CPR | Impressions | Status |
|---|
| Clinic | CTR | Impressions | Status |
|---|
At $2,400 LTV Γ 20% conversion = $480 revenue per lead β $337,440 estimated revenue vs $65,741 invested = 5.1Γ ROAS
Imagine you opened a lemonade stand in August. On day one, about 2 out of every 100 people walking past stopped to buy. Business was solid β you spent $3,400 and got 72 customers.
Fast forward to May. You're still using the same sign, the same pitch, the same spot. Now only 1 in 100 people stops. You tried spending more in March and April ($5Kβ$7K), but that just meant paying more for fewer customers. May is tracking at $96 per customer β double what it cost in August.
The stand isn't broken. The sign is just stale.
| Metric | Aug 2025 (Start) | May 2026 (Now) | Change |
|---|---|---|---|
| Monthly Spend | $3,420 | $2,978 | β οΈ -13% |
| Impressions | 201,010 | 100,880 | β οΈ -50% |
| Link Click Rate | 2.14% | 0.89% | β οΈ -58% |
| Cost Per Click | $0.80 | $3.31 | β οΈ +314% |
| Results (Leads) | 72 | 31* | β οΈ -57% |
| Cost Per Result | $47 | $96 | β οΈ +104% |
* May is a partial month (13 days of data)
Think of Facebook as a busy shopping street. Every time someone walks past your shop window, that's an "impression" β and it costs you a tiny amount. When someone actually stops and looks in the window, that's a "click" β and it costs more.
In August, about 2 out of every 100 passersby stopped to look. By May, fewer than 1 in 100 bothered. The shop window hasn't changed in 10 months. People have seen it before. They walk straight past.
In August, getting someone to read your flyer cost about 80 cents. By May, it costs $3.31 β more than 4 times as much.
Why? Two reasons. First, the same people have seen the same ads so many times they've stopped clicking. Facebook then has to show your ad to harder-to-reach people β which costs more. Second, Facebook has tightened who you can target with mental health ads, so the platform is showing your ads to a broader, less relevant audience.
One ad β "Testing β Copy 8" β has been shown to people over 29,000 times. It generated 6 leads, but at a cost of $150 each. That's like a song that gets played on the radio every hour. At first it's catchy. After 10 months of constant rotation, people change the station.
Combined with its sibling "Testing β Copy 7" (24,000 impressions, $178 per lead), these two ads alone burned $1,613 for just 10 leads. Kill both.
While the big-budget ads were fading, a small ad called "First option" quietly delivered 3 leads at just $14 each β the best cost per result in the entire account. The problem? It only got shown to 940 people.
That's like discovering the best dish on a restaurant menu, but the chef only makes 5 servings a night. This creative needs to be tested at scale β immediately.
| Clinic | Note | CTR Β· Status |
|---|---|---|
| Moonee Ponds | Consistently #1 β even trending up in April | 2.40% Β· π SCALE |
| West Leederville | Strong but budget cut to zero in AprβMay | 2.14% Β· π SCALE |
| Como | Highest volume clinic, average performance | 1.20% Β· π‘ HOLD |
| Helena Valley | Biggest impressions, steady but unremarkable | 1.19% Β· π‘ HOLD |
| Paxman | Average β needs better creative | 1.17% Β· π‘ HOLD |
| Kardinya | Below average, declining since Aug | 1.05% Β· β οΈ FIX |
| Armadale | Consistently weak β needs totally new approach | 1.03% Β· β οΈ FIX |
| Albany | Regional β paused since Mar, low CTR throughout | 0.69% Β· π΄ REVIEW |
| Bunbury | Paused since Feb β was always the weakest | 0.66% Β· π΄ REVIEW |
Over 10 months, you invested $38,741 in ads plus an estimated $27,000 in agency fees = $65,741 total.
You generated 703 leads. At a 20% conversion rate and $2,400 lifetime value per patient, that's an estimated $337,440 in revenue β a 5.1Γ return on your investment.
The ads are still profitable. But the trend is going the wrong way. October was your peak (97 results at $39 each). May is on pace for the lowest result count and highest cost per result on record.
The single most important action: Kill "Testing β Copy 7" and "Testing β Copy 8", redirect that budget to "First option" and "Human Struggle", and commission 3β5 new creatives. The current set has run its course.
Month-by-month performance across all campaigns. Tracks spend efficiency, lead volume, and cost trends.
| Month | Spend | Impressions | Link Clicks | CTR (Link) | CPC | CPM | Results | CPR | Est. Revenue | ROAS |
|---|
| Month | Spend Ξ | Results Ξ | CTR Ξ | CPC Ξ | CPR Ξ |
|---|
REMEMBER β only ROAS matters, everything else is π΅ noise β¦..
π The TAKE HOME MESSAGE is (based off v3 & v5):
"For every $1,000 spent, the profit generated is loadingβ¦ to loadingβ¦"
The only questions that matter. Answered from your data.
REMEMBER β only ROAS matters, everything else is π΅ noise β¦..
π The TAKE HOME MESSAGE is (based off v3 & v5):
"For every $1,000 spent, the profit generated is loadingβ¦ to loadingβ¦"
Reverse-engineered from top 5 highest-CTR ads Β· 3-pass creative teardown Β· Updated weekly
π View source data in Google Sheets β
Analysis date: 9 June 2026 Β· Ranked by CTR Β· Reverse-engineered from this week's downloaded winners Β· Compliance lens applied
| Rank | Ad Name | CTR | CPR | Results | Spend | Verdict |
|---|---|---|---|---|---|---|
| 1 | new patterns | 1.59% | $70.07 | 31 | $2,172 | SCALE |
| 2 | Testing β Copy | 1.30% | $83.64 | 8 | $669 | HOLD |
| 3 | Testing β | 1.18% | $36.37 | 403 | $14,656 | SCALE |
| 4 | Testing β Copy 8 | 1.15% | $139.20 | 12 | $1,670 | FIX |
| 5 | Testing β Copy 7 | 1.14% | $85.95 | 14 | $1,203 | HOLD |
CTR 1.59% Β· CPR $70.07 Β· 31 results Β· $2,172 spend Β· 44,591 impressions Β· Freq 1.89
CTR 1.30% Β· CPR $83.64 Β· 8 results Β· $669 spend Β· 17,780 impressions Β· Freq 1.45
CTR 1.18% Β· CPR $36.37 Β· 403 results Β· $14,656 spend Β· 675,280 impressions Β· Freq 1.99 Β· Best CPR + most results
CTR 1.15% Β· CPR $139.20 Β· 12 results Β· $1,670 spend Β· 53,069 impressions Β· Freq 1.91
CTR 1.14% Β· CPR $85.95 Β· 14 results Β· $1,203 spend Β· 40,584 impressions Β· Freq 1.52
What's absent is signal: no testimonials, no before/after, no fear, no dense copy, and very little literal procedure imagery among the best performers.
Click-quality warning: CTR is not qualified intent. The clinical-scene creative kept CTR respectable while destroying CPR, which is a clean reminder that scroll-stop and conversion quality are different jobs.
Neuralia's winning lane is still: simple metaphor + illustration + plain-English headline + calm factual footer. The fastest next move is not more clinical explanation β it's more compliant metaphor-led concepts built off the Software Update and Science Decoder formulas.
Generated: 9 June 2026 Β· Sources: Best Ads Analysis + 72 Notion Creative Ideas Β· Winning lanes: Science Decoder (CTR 1.59%), Tech Metaphor (CPR $36.37)
The Notion database is saturated with tech metaphors (20+ "software update/reboot/signal" variants). This batch deliberately opens new lanes β Science Decoder with fresh brain-region angles, Everyday Metaphors beyond tech, a new Permission Slip mechanism, and the Quiet Milestone β while staying inside the proven formula: one metaphor + illustration + plain-English headline + calm factual footer.
Scene: Minimalist watercolour brain illustration, prefrontal cortex highlighted in sage-teal. No person. Cream background.
Casting: None β brain illustration is the hero (consistent with top-performing "new patterns" ad).
Art direction: Warm watercolour-meets-editorial style, sage-green accent, dark gradient bottom third for text overlay.
βΈ Midjourney prompt (9:16):
Editorial medical illustration of a human brain in warm watercolour style on a cream background, the prefrontal cortex region softly highlighted in muted sage-teal, clean anatomical accuracy with an approachable hand-drawn quality, warm natural tones, soft ambient light, no person, minimalist composition with the brain centred in the upper half, advertising layout with copy space, subject framed in the upper two-thirds with generous footroom, deep gradient shadow falling to near-black across the bottom third β clean uncluttered negative space for headline typography, low-key cinematic lighting, crushed blacks, shallow depth of field, dark desaturated background --ar 9:16 --style raw --s 50 --no text, signage, logos, clutter, bright highlights at bottom
βΈ Midjourney prompt (1:1):
Editorial medical illustration of a human brain in warm watercolour style on a cream background, the prefrontal cortex region softly highlighted in muted sage-teal, clean anatomical accuracy with an approachable hand-drawn quality, warm natural tones, soft ambient light, no person, minimalist composition with the brain centred in the upper half, advertising layout with copy space, subject framed in the upper two-thirds with generous footroom, deep gradient shadow falling to near-black across the bottom third β clean uncluttered negative space for headline typography, low-key cinematic lighting, crushed blacks, shallow depth of field, dark desaturated background --ar 1:1 --style raw --s 50 --no text, signage, logos, clutter, bright highlights at bottom
βΈ Kling.ai animation (9:16): Feed in 9:16 still. Locked-off static camera β no pan, tilt, zoom, or dolly. Warm watercolour brain illustration with a subtle pulse of light flowing through the prefrontal cortex region, subtle ambient motion only, gentle and natural. Background and the lower-third shadow area stay still and stable. No light flares, no objects entering from the bottom. Sage-teal highlight gently brightens and fades like a calm heartbeat, 2-3 cycles. Model: Kling 3.0, 9:16, 5s, loop-friendly.
βΈ Kling.ai animation (1:1): Feed in 1:1 still. Same prompt as above. Model: Kling 3.0, 1:1, 5s, loop-friendly.
β Compliance: No outcome promise, no glowing/zapping imagery, educational framing only. Clear.
Scene: Close-up of a car dashboard at dawn. Single amber warning light glowing. Calm, still, everyday.
Casting: None β object-led. Warning light is the hero.
Art direction: Interior of modern car, early morning light. Warm amber from dashboard, cool-neutral surroundings. Shallow DOF, documentary feel.
βΈ Midjourney prompt (9:16):
Photorealistic close-up of a car dashboard at dawn, a single amber check engine warning light glowing softly in the centre of a dark instrument cluster, shallow depth of field, early morning light filtering softly through the windscreen, muted warm-cool palette, documentary still life, shot on Sony A7 IV 85mm f/1.8, gentle film grain, candid automotive interior, advertising layout with copy space, subject framed in the upper two-thirds with generous footroom, deep gradient shadow falling to near-black across the bottom third β clean uncluttered negative space for headline typography, low-key cinematic lighting, crushed blacks, shallow depth of field, dark desaturated background --ar 9:16 --style raw --s 50 --no text, signage, logos, clutter, bright highlights at bottom
βΈ Midjourney prompt (1:1):
Photorealistic close-up of a car dashboard at dawn, a single amber check engine warning light glowing softly in the centre of a dark instrument cluster, shallow depth of field, early morning light filtering softly through the windscreen, muted warm-cool palette, documentary still life, shot on Sony A7 IV 85mm f/1.8, gentle film grain, candid automotive interior, advertising layout with copy space, subject framed in the upper two-thirds with generous footroom, deep gradient shadow falling to near-black across the bottom third β clean uncluttered negative space for headline typography, low-key cinematic lighting, crushed blacks, shallow depth of field, dark desaturated background --ar 1:1 --style raw --s 50 --no text, signage, logos, clutter, bright highlights at bottom
βΈ Kling.ai animation (9:16): Feed in 9:16 still. Locked-off static camera β no pan, tilt, zoom, or dolly. Car dashboard with amber warning light glowing, subtle ambient motion only, gentle and natural. Warning light pulses very slightly brighter and dimmer in slow steady rhythm. Faint early morning light shifts on windscreen. Background and lower-third shadow stay still. No light flares, no objects entering from bottom. Model: Kling 3.0, 9:16, 5s, loop-friendly.
βΈ Kling.ai animation (1:1): Same prompt. Model: Kling 3.0, 1:1, 5s, loop-friendly.
β Compliance: No medical imagery, no outcome promise, no testimonial. Pure metaphor. Clear.
Scene: Woman, late 40s, sitting comfortably reading a magazine in a warm modern clinic. No TMS device visible β the point is ordinariness.
Casting: Woman, late 40s, Australian, relaxed, reading glasses, linen shirt. Clearly a model/actor.
Art direction: Boutique clinic interior. Warm wood, monstera plant, natural light through blinds. Sage and cream palette.
βΈ Midjourney prompt (9:16):
Photorealistic editorial portrait of a relaxed Australian woman in her late 40s sitting comfortably in a modern clinic reclining chair reading a magazine, reading glasses on, calm genuine expression, warm boutique clinic interior with natural wood panelling and a potted monstera plant, soft natural light through linen blinds, sage and cream palette, shot on Sony A7 IV 50mm f/1.8, shallow depth of field, gentle film grain, candid documentary style, advertising layout with copy space, subject framed in the upper two-thirds with generous footroom, deep gradient shadow falling to near-black across the bottom third β clean uncluttered negative space for headline typography, low-key cinematic lighting, crushed blacks, shallow depth of field, dark desaturated background --ar 9:16 --style raw --s 50 --no text, signage, logos, clutter, bright highlights at bottom
βΈ Midjourney prompt (1:1):
Photorealistic editorial portrait of a relaxed Australian woman in her late 40s sitting comfortably in a modern clinic reclining chair reading a magazine, reading glasses on, calm genuine expression, warm boutique clinic interior with natural wood panelling and a potted monstera plant, soft natural light through linen blinds, sage and cream palette, shot on Sony A7 IV 50mm f/1.8, shallow depth of field, gentle film grain, candid documentary style, advertising layout with copy space, subject framed in the upper two-thirds with generous footroom, deep gradient shadow falling to near-black across the bottom third β clean uncluttered negative space for headline typography, low-key cinematic lighting, crushed blacks, shallow depth of field, dark desaturated background --ar 1:1 --style raw --s 50 --no text, signage, logos, clutter, bright highlights at bottom
βΈ Kling.ai animation (9:16): Feed in 9:16 still. Locked-off static camera β no pan, tilt, zoom, or dolly. Relaxed woman reading a magazine in a clinic chair, subtle ambient motion only, gentle and natural. She turns a page slowly, eyes track across text. Small genuine almost-smile. Light through blinds shifts imperceptibly. Background and lower-third shadow stay still. Model: Kling 3.0, 9:16, 5s, loop-friendly.
βΈ Kling.ai animation (1:1): Same prompt. Model: Kling 3.0, 1:1, 5s, loop-friendly.
β Compliance: No device shown, no outcome promise, no testimonial. Model/actor clearly. Warm and non-intimidating. Clear.
Scene: Man, early 50s, on the edge of his bed at dawn, holding water, looking at blister pack on bedside table. Thoughtful, not distressed.
Casting: Man, early 50s, Australian, unshaven, plain t-shirt. Quiet contemplation, dignified. Clearly a model/actor.
Art direction: Suburban Perth bedroom, soft blue-gold morning light. Muted warm-neutral palette. Bedside table with blister pack, water glass, alarm clock.
βΈ Midjourney prompt (9:16):
Photorealistic editorial portrait of a thoughtful Australian man in his early 50s sitting on the edge of his bed early morning, holding a glass of water, looking at a blister pack of tablets on the bedside table, quiet contemplation not sadness, soft blue-gold morning light through curtains, suburban bedroom with warm neutral tones, alarm clock and water glass on bedside table, shot on Sony A7 IV 35mm f/2.0, shallow depth of field, gentle film grain, candid documentary style, advertising layout with copy space, subject framed in the upper two-thirds with generous footroom, deep gradient shadow falling to near-black across the bottom third β clean uncluttered negative space for headline typography, low-key cinematic lighting, crushed blacks, shallow depth of field, dark desaturated background --ar 9:16 --style raw --s 50 --no text, signage, logos, clutter, bright highlights at bottom
βΈ Midjourney prompt (1:1):
Photorealistic editorial portrait of a thoughtful Australian man in his early 50s sitting on the edge of his bed early morning, holding a glass of water, looking at a blister pack of tablets on the bedside table, quiet contemplation not sadness, soft blue-gold morning light through curtains, suburban bedroom with warm neutral tones, alarm clock and water glass on bedside table, shot on Sony A7 IV 35mm f/2.0, shallow depth of field, gentle film grain, candid documentary style, advertising layout with copy space, subject framed in the upper two-thirds with generous footroom, deep gradient shadow falling to near-black across the bottom third β clean uncluttered negative space for headline typography, low-key cinematic lighting, crushed blacks, shallow depth of field, dark desaturated background --ar 1:1 --style raw --s 50 --no text, signage, logos, clutter, bright highlights at bottom
βΈ Kling.ai animation (9:16): Feed in 9:16 still. Locked-off static camera β no pan, tilt, zoom, or dolly. Thoughtful man sitting on bed edge in morning light, subtle ambient motion only, gentle and natural. Takes one slow breath, gaze drifts from tablets to window as morning light shifts slightly warmer. Background and lower-third shadow stay still. Model: Kling 3.0, 9:16, 5s, loop-friendly.
βΈ Kling.ai animation (1:1): Same prompt. Model: Kling 3.0, 1:1, 5s, loop-friendly.
β Compliance: β οΈ Shows medication (blister pack) but doesn't disparage β framing is "considering options." No outcome promise, no testimonial. Clear.
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