Neuralia TMS — Meta Ads Lifetime Dashboard (Aug 2025

✅ Human FB Checklist

Data: Manual / static content

Weekly manual checks to keep campaigns healthy. Tick off each item after review.

Check ad frequency < 3
High frequency = audience fatigue. If any ad set is above 3.0, pause or refresh the creative. Check the Frequency column in the 👨🏼‍💼 Month b/down tab. Confirm losing ads are suspended & budgets shifted to winning ads
Review the ⚖️ Verdict tab — any ad marked 🔴 STOP should be paused in Ads Manager. Shift that budget to 🟢 SCALE ads. Save best- & worst-performing creatives from 🎨 Creatives (Last 60 Days)
Go to the 🎨 Creatives (last 60 days) tab. Save the top performers to the Best Performing Ads folder and the bottom performers to the Worst Performing Ads folder for creative reference. Confirm the correct landing-page URL is being used
Check the 🔗 Active Landing Page URL tab. All ads should point to the current approved landing page. Flag any that use old/broken URLs.

💡 Tip: Checkboxes reset on page reload — this is intentional. Use this as a weekly review guide, not persistent storage.

📈 MIP Numbers

Data: update_dashboard_all_data.py (launchd) · Last run: 08 Oct 2026 03:15 AWST (ok)

🕐 Data as of: Ads: — TMS: — Calendly: — Freshsales/Ruth: — Generated: —

🧠 Current TMS Patients

Data: update_dashboard_all_data.py (launchd) · Last run: 08 Oct 2026 03:15 AWST (ok)

Weekly patient count from Neuralia TMS Action Log. Green bars = above average, red bars = below.

Decision rule (latest week vs average)

1. High / above average → STOP

2. Low / below average → PROCEED WITH DIAGNOSIS

Verdict: —

✅

openai-codex OAuth: Working (40 jobs OK)

Checked: 10 Jul 2026 11:29 AWST

📣 LEAD GENERATION (Facebook Data)

▸ Show 5 graphs

📅 CALENDLY

▾ Hide bookings + capacity

📅 Calendly Appointments (Monthly)

Data: update_dashboard_calendly.py (via update_marketing_dashboards_all) · Last run: 08 Oct 2026 04:32 AWST (ok)

Total bookings per month from Calendly API. Oct 2026 is a partial month.

📊 7-Day Calendly Capacity Snapshot

Updated: 08 Oct 2026 14:19 AWST

Next Available

14 days (Thu 22 Oct 2026 09:20 AWST)

Last 7 Days

42

Next 7 Days

62

Utilisation

86%

Fri 09

12/12 FULL

Mon 12

12/12 FULL

Tue 13

12/12 FULL

Wed 14

12/12 FULL

Thu 15

12/12 FULL

🟢 Near capacity — pipeline healthy Max slots/day:

Change max slots/day above to preview utilisation live; Save persists it (all dashboards update on next refresh).

Where to change the limit in Calendly: LIMIT LOCATION 1: Availability → Advanced Settings. LIMIT LOCATION 2: Scheduling → … → edit → more options → Limits and Buffers

Data: update_dashboard_calendly_capacity.py · Job: 🦀morning brief v2

📹 Booking Video Page Views (Monthly)

Check if Wistia video is loading on phone and in incognito mode. If not, check WP Rocket file optimisation issue — settings had been changed to improve site speed.

Data: update_dashboard_wistia.py (via 🦀cron) · Last run: 08 Oct 2026 04:31 AWST (ok)

Monthly page views per booking video from Wistia. Current month is partial.

Manage: Pre Calendly Booking Video (1m 25s) - from /next-step ↗ · Manage: Pre Initial Consult Video (4m 24s) ↗

—

Calendly→GP Referral Conversion Ratio (via Freshsales/Ruth)

As of —

🔄 Conversion Ratio

Data: build_freshsales_conversion_ratio.py (launchd) · Last run: 07 Oct 2026 06:15 AWST (ok)

Freshsales contacts created in the last 60 days vs those with "GP Referral Received" outcome. Updated weekly (Tuesdays 3pm AWST).

—

New Contacts (60d)

—

GP Referral Received

—

Conversion Ratio

Source: Freshsales Log (Google Sheets) ↗

🩺 Weekly GP Referrals

Data: update_dashboard_gp_referrals.py (via update_marketing_dashboards_all) · Last run: 08 Oct 2026 04:32 AWST (ok)

New GP referrals per week from Neuralia TMS Action Log. Green = above average, red = below.

🗂️ Waitlist Journey Board

Data: update_dashboard_waitlist.py (via update_marketing_dashboards_all) · Sheet: PART C: WaitList (PD) with Formulas -ALL CLINICS · Last run: 08 Oct 2026 04:32 AWST (ok)

Latest waitlist numbers from the Combined tab (all clinics), plus the oldest and most recent waitlist dates per clinic tab.

48

NPF/CHF Sent

Combined!B5

9

NPF/CHF Returned

Combined!B2

17

Screening Booked

Combined!D2

20

Screening Completed

Combined!E2

50

Mapping Booked

Combined!F2

⏳ Oldest Dates

Clinic	Oldest date on waitlist (I2)
COM+KAR+ARM	25/09/2026
PAX	25/09/2026
HV	30/09/2026
MP	09/10/2026

🆕 Most Recent Dates

Clinic	Most recent date on waitlist (C2)
COM+KAR+ARM	23/11/2026
PAX	16/10/2026
HV	14/10/2026
MP	05/11/2026

🧠 Current TMS Patients

Data: update_dashboard_all_data.py (launchd) · Last run: 08 Oct 2026 03:15 AWST (ok)

Weekly patient count from Neuralia TMS Action Log. Green bars = above average, red bars = below.

Decision rule (latest week vs average)

1. High / above average → STOP

2. Low / below average → PROCEED WITH DIAGNOSIS

Verdict: —

🎨 Ad Creative Performance (All-time)

Creative-level data aggregated from the Meta Ads ad-level export (all time). Ranked by total results.

Top 20 Creatives by Results

Data: update_dashboard_all_data.py (launchd) · Last run: 08 Oct 2026 03:15 AWST (ok)

Creative Breakdown

Data: update_dashboard_all_data.py (launchd) · Last run: 08 Oct 2026 03:15 AWST (ok)

Creative	Results	CTR	Spend	CPR	Impressions	Status

📊 Creatives GS

Data: Grouped Ads → Historical Log (OpenClaw-era, not migrated)

Live Google Sheets data — cells AM1:BY250 from the master spreadsheet.

🎨 Ad Creative Performance (Last 60 Days)

Creative-level data from Meta Ads API via Google Sheets (last 60 days). Ranked by total results.

Top 20 Creatives by Results

Data: update_dashboard_all_data.py (launchd) · Last run: 08 Oct 2026 03:15 AWST (ok)

Creative Breakdown

Data: update_dashboard_all_data.py (launchd) · Last run: 08 Oct 2026 03:15 AWST (ok)

Creative	Results	CTR	Spend	CPR	Impressions	Frequency	Status

📖 Ad Creative LEGEND

Data: inject_ad_legend_tab.py (manual / static)

Visual reference of all 83 ad creatives from the Facebook campaign. 70 with images. Click thumbnails for full-size.

#	Preview	Creative Name	Links
1	No img	10	—
2	No img	11.1	—
3	No img	11.2	—
4	No img	A new way	🖼️ Full Image 📂 Local Copy
5	No img	Arrow	🖼️ Full Image 📂 Local Copy
6	No img	Brain Pill box 1	🖼️ Full Image 📂 Local Copy
7	No img	Chemistry	🖼️ Full Image 📂 Local Copy
8	No img	Depression delivered	🖼️ Full Image 📂 Local Copy
9	No img	Different Science	🖼️ Full Image 📂 Local Copy
10	No img	First option	🖼️ Full Image 📂 Local Copy
11	No img	Human Struggle	🖼️ Full Image 📂 Local Copy
12	No img	Human Struggle 1	🖼️ Full Image 📂 Local Copy
13	No img	Look Different	🖼️ Full Image 📂 Local Copy
14	No img	Look Treatment	🖼️ Full Image 📂 Local Copy
15	No img	Machine 1	🖼️ Full Image 📂 Local Copy
16	No img	Modern Science	🖼️ Full Image 📂 Local Copy
17	No img	Neuro	🖼️ Full Image 📂 Local Copy
18	No img	Neuroplasticity	🖼️ Full Image 📂 Local Copy
19	No img	Neuroplasticy	🖼️ Full Image 📂 Local Copy
20	No img	New Way	🖼️ Full Image 📂 Local Copy
21	No img	New pattern	—
22	No img	Not magic	🖼️ Full Image 📂 Local Copy
23	No img	Not your first	🖼️ Full Image 📂 Local Copy
24	No img	Option	🖼️ Full Image 📂 Local Copy
25	No img	Pill box	🖼️ Full Image 📂 Local Copy
26	No img	Pillbox1	🖼️ Full Image 📂 Local Copy
27	No img	Pillbox2	—
28	No img	Plug in	🖼️ Full Image 📂 Local Copy
29	No img	Questions	🖼️ Full Image 📂 Local Copy
30	No img	Right one	🖼️ Full Image 📂 Local Copy
31	No img	Run show	🖼️ Full Image 📂 Local Copy
32	No img	Sc	🖼️ Full Image 📂 Local Copy
33	No img	Software update	🖼️ Full Image 📂 Local Copy
34	No img	System update	🖼️ Full Image 📂 Local Copy
35	No img	T&A	🖼️ Full Image 📂 Local Copy
36	No img	Testing	🖼️ Full Image 📂 Local Copy
37	No img	Testing – Copy	🖼️ Full Image 📂 Local Copy
38	No img	Testing – Copy 10	🖼️ Full Image 📂 Local Copy
39	No img	Testing – Copy 11	🖼️ Full Image 📂 Local Copy
40	No img	Testing – Copy 12	🖼️ Full Image 📂 Local Copy
41	No img	Testing – Copy 13	🖼️ Full Image 📂 Local Copy
42	No img	Testing – Copy 2	🖼️ Full Image 📂 Local Copy
43	No img	Testing – Copy 3	🖼️ Full Image 📂 Local Copy
44	No img	Testing – Copy 4	🖼️ Full Image 📂 Local Copy
45	No img	Testing – Copy 5	🖼️ Full Image 📂 Local Copy
46	No img	Testing – Copy 6	🖼️ Full Image 📂 Local Copy
47	No img	Testing – Copy 7	🖼️ Full Image 📂 Local Copy
48	No img	Testing – Copy 8	🖼️ Full Image 📂 Local Copy
49	No img	Testing – Copy 9	🖼️ Full Image 📂 Local Copy
50	No img	Trail & Error	🖼️ Full Image 📂 Local Copy
51	No img	Trail & error	🖼️ Full Image 📂 Local Copy
52	No img	Trail and error	🖼️ Full Image 📂 Local Copy
53	No img	Work Out	🖼️ Full Image 📂 Local Copy
54	No img	Work out	🖼️ Full Image 📂 Local Copy
55	No img	bill box 2	🖼️ Full Image 📂 Local Copy
56	No img	different science	🖼️ Full Image 📂 Local Copy
57	No img	guide	🖼️ Full Image 📂 Local Copy
58	No img	human struggle	🖼️ Full Image 📂 Local Copy
59	No img	human struggle 2	🖼️ Full Image 📂 Local Copy
60	No img	human struggle2	🖼️ Full Image 📂 Local Copy
61	No img	machine	🖼️ Full Image 📂 Local Copy
62	No img	machine 1	🖼️ Full Image 📂 Local Copy
63	No img	machine 2	—
64	No img	map	🖼️ Full Image 📂 Local Copy
65	No img	maps	—
66	No img	neuroplasticity	🖼️ Full Image 📂 Local Copy
67	No img	neuroscience	—
68	No img	new patterns	🖼️ Full Image 📂 Local Copy
69	No img	pathways	🖼️ Full Image 📂 Local Copy
70	No img	pill box 3	🖼️ Full Image 📂 Local Copy
71	No img	pill box2	🖼️ Full Image 📂 Local Copy
72	No img	pill1	—
73	No img	pill2	—
74	No img	plug in	🖼️ Full Image 📂 Local Copy
75	No img	recalibration	🖼️ Full Image 📂 Local Copy
76	No img	software update	🖼️ Full Image 📂 Local Copy
77	No img	struggle	🖼️ Full Image 📂 Local Copy
78	No img	support waves	—
79	No img	the right one	🖼️ Full Image 📂 Local Copy
80	No img	troublingshoot	—
81	No img	upgrade	—
82	No img	waves not words	🖼️ Full Image 📂 Local Copy
83	No img	work out	🖼️ Full Image 📂 Local Copy

🏥 Clinic Performance

CTR by Clinic Over Time

Data: update_dashboard_all_data.py (launchd) · Last run: 08 Oct 2026 03:15 AWST (ok)

Clinic Rankings (from last 60 days)

Data: update_dashboard_all_data.py (launchd) · Last run: 08 Oct 2026 03:15 AWST (ok)

Data: Meta Ads API · Last 60 days · Results = Calendly bookings (pixel: invitee_meeting_scheduled)

Clinic	CTR	Impressions	Results	Status

🏥 Current TMS Patients by Clinic

Data: update_dashboard_clinic_patients.py (via update_marketing_dashboards_all) · Last run: 08 Oct 2026 04:32 AWST (ok)

Source: 1.CurrentTMSnumbers · Updated: 08 Oct 2026 04:30 AWST

Latest Week (05/10/2026) — Clinic Breakdown

Total Patients Trend (16 weeks)

Date	Total	Como(D)	Kardinya('B)	Pax(C)	Albany('B)	HelenaVal('B)	Melbourne(A)	Armadale(C)
05/10/2026	108	21	19	27	5	15	13	8
29/09/2026	104	25	12	21	8	15	16	7
21/09/2026	116	29	14	21	8	15	22	7
14/09/2026	123	28	17	25	11	12	23	7
31/08/2026	115	29	9	20	6	17	20	14
24/08/2026	132	29	11	24	8	20	24	16
17/08/2026	126	23	11	25	10	20	21	16
10/08/2026	129	30	13	24	10	18	21	13
03/08/2026	119	28	11	22	10	17	18	13
27/07/2026	118	23	14	23	9	16	21	12
20/07/2026	134	20	14	27	15	19	24	15
14/07/2026	128	22	15	24	13	18	21	15
06/07/2026	110	16	12	22	11	16	18	15
29/06/2026	113	23	11	18	11	13	19	18
22/06/2026	114	27	8	17	15	16	16	15
15/06/2026	111	26	8	18	15	14	17	13

⚖️ Campaign Verdict

💰 Financial Summary

Data: update_dashboard_all_data.py (launchd) · Last run: 08 Oct 2026 03:15 AWST (ok)

$38,741

Total Ad Spend

$27,000

Est. Agency Fee (10mo × $2,700)

$65,741

Total Investment

703

Total Results/Leads

At $2,400 LTV × 20% conversion = $480 revenue per lead → $337,440 estimated revenue vs $65,741 invested = 5.1× ROAS

🟢 SCALE — Pour Fuel on These

Data: update_dashboard_all_data.py (launchd) · Last run: 08 Oct 2026 03:15 AWST (ok)

First option — 3 results at $14 CPR. Best cost efficiency in the entire account. Only 940 impressions — massively underserved. Scale budget immediately.

Human Struggle — 5 results at $35 CPR. Consistently strong performer with 6,433 impressions. Increase budget 2-3×.

work out — 6 results at $56 CPR. Good volume at reasonable cost. Room to push harder.

Not your first — 3 results at $53 CPR. Solid performer, needs more impressions to prove consistency.

🟡 HOLD — Monitor These

Data: update_dashboard_all_data.py (launchd) · Last run: 08 Oct 2026 03:15 AWST (ok)

Testing – Copy — 4 results at $70 CPR. Borderline performance. Monitor for 2 more weeks before deciding.

Work Out — 4 results at $72 CPR. Likely a variant of "work out" — check if these can be consolidated.

🔴 FIX or KILL — Burning Cash

Data: update_dashboard_all_data.py (launchd) · Last run: 08 Oct 2026 03:15 AWST (ok)

Testing – Copy 7 — 4 results at $178 CPR. Worst cost efficiency in top performers. 23,824 impressions = heavily fatigued. Kill immediately.

Testing – Copy 8 — 6 results at $150 CPR. Highest spend ($902) with poor efficiency. Audience is exhausted. Kill immediately.

Modern Science — 7 results at $95 CPR. High volume (20,834 impr) but expensive. Test a refreshed variant or kill.

new patterns — 11 results at $86 CPR. Most results overall but CPR is rising. Needs creative refresh — same angle, new execution.

💬 Plain English Summary

Data: Meta Ads Lifetime Analysis (static / manual rebuild)

Your ads started strong in August 2025 — 2.14% of people who saw them clicked through, at just 80 cents per click. Over the next 10 months, that click rate dropped by more than half, costs tripled, and the cost to generate each lead doubled from $47 to $96. The good news: a few hidden gems in your creative library could reverse this — but the current top-spending ads need to be killed yesterday.

🌏 The Big Story

Data: Meta Ads Lifetime Analysis (static / manual rebuild)

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 — 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 ($5K–$7K), but that just meant paying more for fewer customers. May is tracking at $96 per customer — double what it cost in August.

The stand isn't broken. The sign is just stale.

📈 The Numbers — Start vs Now

Data: Meta Ads Lifetime Analysis (static / manual rebuild)

Metric	Aug 2025 (Start)	May 2026 (Now)	Change
Monthly Spend	$3,420	$2,978	⚠️ -13%
Impressions	201,010	100,880	⚠️ -50%
Link Click Rate	2.14%	0.89%	⚠️ -58%
Cost Per Click	$0.80	$3.31	⚠️ +314%
Results (Leads)	72	31*	⚠️ -57%
Cost Per Result	$47	$96	⚠️ +104%

* May is a partial month (13 days of data)

🏪 Why Click Rate Matters

Data: Meta Ads Lifetime Analysis (static / manual rebuild)

Think of Facebook as a busy shopping street. Every time someone walks past your shop window, that's an "impression" — and it costs you a tiny amount. When someone actually stops and looks in the window, that's a "click" — 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.

🗞️ Why Costs Went Up

Data: Meta Ads Lifetime Analysis (static / manual rebuild)

In August, getting someone to read your flyer cost about 80 cents. By May, it costs $3.31 — 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 — 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.

🎬 "Testing – Copy 8" — The Overplayed Song

Data: Meta Ads Lifetime Analysis (static / manual rebuild)

One ad — "Testing – Copy 8" — 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 – Copy 7" (24,000 impressions, $178 per lead), these two ads alone burned $1,613 for just 10 leads. Kill both.

🌟 The Hidden Gem — "First option"

Data: Meta Ads Lifetime Analysis (static / manual rebuild)

While the big-budget ads were fading, a small ad called "First option" quietly delivered 3 leads at just $14 each — 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 — immediately.

🏥 The Clinic Leaderboard

Data: Meta Ads Lifetime Analysis (static / manual rebuild)

Clinic	Note	CTR · Status
Moonee Ponds	Consistently #1 — even trending up in April	2.40% · 🚀 SCALE
West Leederville	Strong but budget cut to zero in Apr–May	2.14% · 🚀 SCALE
Como	Highest volume clinic, average performance	1.20% · 🟡 HOLD
Helena Valley	Biggest impressions, steady but unremarkable	1.19% · 🟡 HOLD
Paxman	Average — needs better creative	1.17% · 🟡 HOLD
Kardinya	Below average, declining since Aug	1.05% · ⚠️ FIX
Armadale	Consistently weak — needs totally new approach	1.03% · ⚠️ FIX
Albany	Regional — paused since Mar, low CTR throughout	0.69% · 🔴 REVIEW
Bunbury	Paused since Feb — was always the weakest	0.66% · 🔴 REVIEW

🏆 The Business Scoreboard

Data: Meta Ads Lifetime Analysis (static / manual rebuild)

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 — a 5.1× 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 – Copy 7" and "Testing – Copy 8", redirect that budget to "First option" and "Human Struggle", and commission 3–5 new creatives. The current set has run its course.

👨🏼‍💼 Monthly Campaign Breakdown (Aug 2025 – Oct 2026)

Month-by-month performance across all campaigns. Tracks spend efficiency, lead volume, and cost trends.

📊 Monthly Summary Table

Data: Meta Ads Full History → Sheet · Last run: 05 Oct 2026 05:21 AWST (ok)

Month	Spend	Impressions	Link Clicks	CTR (Link)	CPC	CPM	Results	CPR	Est. Revenue (if conversion is 0.2)	ROAS

💰 Spend vs Results

Data: Meta Ads Full History → Sheet · Last run: 05 Oct 2026 05:21 AWST (ok)

📈 CTR & CPC Trend

Data: Meta Ads Full History → Sheet · Last run: 05 Oct 2026 05:21 AWST (ok)

🎯 Cost Per Result Trend

Data: Meta Ads Full History → Sheet · Last run: 05 Oct 2026 05:21 AWST (ok)

👀 Impressions & CPM

Data: Meta Ads Full History → Sheet · Last run: 05 Oct 2026 05:21 AWST (ok)

🏆 Month-over-Month Changes

Data: Meta Ads Full History → Sheet · Last run: 05 Oct 2026 05:21 AWST (ok)

Month	Spend Δ	Results Δ	CTR Δ	CPC Δ	CPR Δ

📅 Month by Month API CSV

Data: update_dashboard_month_by_month.py (via update_marketing_dashboards_all) · Last run: 08 Oct 2026 04:32 AWST (ok)

Campaign performance grouped by calendar month — data from Meta Ads API

97 rows · Campaign performance grouped by calendar month (Jun 2025 – present)

Reporting starts	Reporting ends	Campaign name	Campaign delivery	Amount spent (AUD)	Clicks (all)	CPC (all) (AUD)	Results	Result indicator	Cost per results	Frequency	CTR (all)	CTR (link click-through rate)	Impressions	Buying type	CPM (cost per 1,000 impressions) (AUD)	old - lead - WA - Typeform	Cost per action type old - lead - WA - Typeform
2025-06-01	2025-06-30	#Albany only - FB Lead Forms - 10/3/25	paused	300.2	171	1.755556	4	lead	75.05	2.543952	1.610018	0.47	10621	AUCTION	28.264759	4	75.05
2025-07-01	2025-07-31	#Albany only - FB Lead Forms - 10/3/25	paused	308.47	200	1.54235	7	lead	44.067143	2.43032	1.549787	0.53	12905	AUCTION	23.903138	7	44.067143
2025-08-01	2025-08-31	#Albany only - FB Lead Forms - 10/3/25	paused	139.75	75	1.863333	5	lead	27.95	1.96778	1.479582	0.57	5069	AUCTION	27.56954	5	27.95
2025-09-01	2025-09-30	#Albany only - FB Lead Forms - 10/3/25	paused	221.45	168	1.318155	5	lead	44.29	2.655529	1.921757	0.56	8742	AUCTION	25.331732	5	44.29
2025-10-01	2025-10-31	#Albany only - FB Lead Forms - 10/3/25	paused	307.61	122	2.521393	5	lead	61.522	2.654832	1.294842	0.54	9422	AUCTION	32.648058	5	61.522
2025-11-01	2025-11-30	#Albany only - FB Lead Forms - 10/3/25	paused	299.46	134	2.234776	4	lead	74.865	2.496397	1.547344	0.61	8660	AUCTION	34.579677	4	74.865
2025-12-01	2025-12-31	#Albany only - FB Lead Forms - 10/3/25	paused	306.44	163	1.88	6	lead	51.073333	2.585863	1.33804	0.48	12182	AUCTION	25.155147	6	51.073333
2026-01-01	2026-01-31	#Albany only - FB Lead Forms - 10/3/25	paused	305.61	194	1.575309	7	lead	43.658571	2.237714	1.578006	0.63	12294	AUCTION	24.858468	7	43.658571
2026-02-01	2026-02-28	#Albany only - FB Lead Forms - 10/3/25	paused	278.49	131	2.125878	4	lead	69.6225	2.410074	1.291404	0.58	10144	AUCTION	27.453667	4	69.6225
2026-03-01	2026-03-31	#Albany only - FB Lead Forms - 10/3/25	paused	46.38	30	1.546	1	lead	46.38	1.564568	2.046385	0.75	1466	AUCTION	31.637108	1	46.38
2025-06-01	2025-06-30	#Best Combo \| MOFU \| 25-03-25	paused	822.79	1488	0.55295		invitee_meeting_scheduled		4.485083	1.860512	0.47	79978	AUCTION	10.287704
2025-07-01	2025-07-31	#Best Combo \| MOFU \| 25-03-25	paused	777.63	1964	0.395942		invitee_meeting_scheduled		8.63798	1.141635	0.28	172034	AUCTION	4.520211
2025-08-01	2025-08-31	#Best Combo \| MOFU \| 25-03-25	paused	763.86	2183	0.349913		invitee_meeting_scheduled		3.517693	4.518546	2.24	48312	AUCTION	15.810979
2025-09-01	2025-09-30	#Best Combo \| MOFU \| 25-03-25	paused	993.03	1795	0.55322		invitee_meeting_scheduled		3.221639	2.955024	0.73	60744	AUCTION	16.347787
2025-10-01	2025-10-31	#Best Combo \| MOFU \| 25-03-25	paused	1064.56	1484	0.717358		invitee_meeting_scheduled		3.242674	2.714717	1.13	54665	AUCTION	19.474252
2025-11-01	2025-11-30	#Best Combo \| MOFU \| 25-03-25	paused	791.59	1286	0.615544		invitee_meeting_scheduled		3.13886	2.2702	0.77	56647	AUCTION	13.974085
2025-12-01	2025-12-31	#Best Combo \| MOFU \| 25-03-25	paused	797.86	1719	0.464142		invitee_meeting_scheduled		3.374994	2.454032	0.72	70048	AUCTION	11.39019
2026-01-01	2026-01-31	#Best Combo \| MOFU \| 25-03-25	paused	689.85	2190	0.315		invitee_meeting_scheduled		3.669205	3.030051	1.43	72276	AUCTION	9.544662
2026-02-01	2026-02-28	#Best Combo \| MOFU \| 25-03-25	paused	566.22	1412	0.401006		invitee_meeting_scheduled		5.683218	2.772269	1.85	50933	AUCTION	11.116958
2026-03-01	2026-03-31	#Best Combo \| MOFU \| 25-03-25	paused	30.27	102	0.296765		invitee_meeting_scheduled		2.737235	4.640582	3.09	2198	AUCTION	13.771611
2025-08-01	2025-08-31	#RM - Dynamic - Bunbury	paused	95.96	7	13.708571		invitee_meeting_scheduled		1.367893	1.711491	0.73	409	AUCTION	234.621027
2025-09-01	2025-09-30	#RM - Dynamic - Bunbury	paused	147.37	16	9.210625		invitee_meeting_scheduled		1.296296	1.474654	0.55	1085	AUCTION	135.824885
2025-10-01	2025-10-31	#RM - Dynamic - Bunbury	paused	277.18	34	8.152353		invitee_meeting_scheduled		1.28904	0.944707	0.64	3599	AUCTION	77.015838
2025-11-01	2025-11-30	#RM - Dynamic - Bunbury	paused	380.41	39	9.754103		invitee_meeting_scheduled		1.388173	0.709995	0.53	5493	AUCTION	69.253595
2025-12-01	2025-12-31	#RM - Dynamic - Bunbury	paused	400.79	47	8.527447		invitee_meeting_scheduled		1.627317	0.733229	0.51	6410	AUCTION	62.525741
2026-01-01	2026-01-31	#RM - Dynamic - Bunbury	paused	163.01	30	5.433667		invitee_meeting_scheduled		1.482219	0.959693	0.83	3126	AUCTION	52.146513
2025-06-01	2025-06-30	Best Combo \| TOFU \| 25-03-25	paused	843.51	2982	0.282867		invitee_meeting_scheduled		2.044296	2.199245	1.28	135592	AUCTION	6.220942
2025-07-01	2025-07-31	Best Combo \| TOFU \| 25-03-25	paused	862.58	2594	0.332529		invitee_meeting_scheduled		2.004833	1.839273	1.38	141034	AUCTION	6.116114
2025-08-01	2025-08-31	Best Combo \| TOFU \| 25-03-25	paused	390.62	1223	0.319395		invitee_meeting_scheduled		1.347212	3.448568	2.61	35464	AUCTION	11.01455
2025-06-01	2025-06-30	Dynamic Ad \| TOFU \| 25-03-25	paused	1822.19	4305	0.423273		invitee_meeting_scheduled		3.142622	3.955747	1.57	108829	AUCTION	16.743607
2025-07-01	2025-07-31	Dynamic Ad \| TOFU \| 25-03-25	paused	2061.12	3118	0.661039		invitee_meeting_scheduled		3.204249	3.281345	1.38	95022	AUCTION	21.690977
2025-08-01	2025-08-31	Dynamic Ad \| TOFU \| 25-03-25	paused	806.7	1729	0.46657		invitee_meeting_scheduled		2.27562	3.950465	2.27	43767	AUCTION	18.431695
2025-08-01	2025-08-31	RM - Dynamic - Armadale	active	170.82	245	0.697224		invitee_meeting_scheduled		2.026808	3.05715	1.31	8014	AUCTION	21.315198
2025-09-01	2025-09-30	RM - Dynamic - Armadale	active	337.57	339	0.995782		invitee_meeting_scheduled		2.699469	2.38112	0.93	14237	AUCTION	23.710754
2025-10-01	2025-10-31	RM - Dynamic - Armadale	active	400.66	467	0.857944		invitee_meeting_scheduled		2.458096	2.57641	0.98	18126	AUCTION	22.10416
2025-11-01	2025-11-30	RM - Dynamic - Armadale	active	388.92	404	0.962673		invitee_meeting_scheduled		2.297473	2.725862	0.99	14821	AUCTION	26.241144
2025-12-01	2025-12-31	RM - Dynamic - Armadale	active	403.98	375	1.07728		invitee_meeting_scheduled		2.368752	2.029111	0.84	18481	AUCTION	21.859207
2026-01-01	2026-01-31	RM - Dynamic - Armadale	active	397.92	392	1.015102		invitee_meeting_scheduled		2.38414	1.990555	0.67	19693	AUCTION	20.206165
2026-02-01	2026-02-28	RM - Dynamic - Armadale	active	362.83	253	1.434111		invitee_meeting_scheduled		2.139319	1.7127	0.68	14772	AUCTION	24.562009
2026-03-01	2026-03-31	RM - Dynamic - Armadale	active	407.31	508	0.801791		invitee_meeting_scheduled		2.270213	2.946636	1.14	17240	AUCTION	23.62587
2026-04-01	2026-04-30	RM - Dynamic - Armadale	active	515.81	473	1.090507		invitee_meeting_scheduled		2.338254	2.370096	0.9	19957	AUCTION	25.846069
2026-05-01	2026-05-31	RM - Dynamic - Armadale	active	1002.08	1040	0.963538		invitee_meeting_scheduled		2.906986	2.245396	0.78	46317	AUCTION	21.635253
2026-06-01	2026-06-21	RM - Dynamic - Armadale	active	749.37	650	1.152877		invitee_meeting_scheduled		2.593204	2.259376	0.93	28769	AUCTION	26.047829
2026-03-01	2026-03-31	RM - Dynamic - Como	active	887.34	741	1.19749		invitee_meeting_scheduled		2.17232	2.722563	1.09	27217	AUCTION	32.602418
2026-04-01	2026-04-30	RM - Dynamic - Como	active	1493.73	1210	1.234488		invitee_meeting_scheduled		2.340682	2.493817	0.99	48520	AUCTION	30.785862
2026-05-01	2026-05-31	RM - Dynamic - Como	active	1783.24	1512	1.179392		invitee_meeting_scheduled		2.17238	2.516854	0.98	60075	AUCTION	29.683562
2026-06-01	2026-06-21	RM - Dynamic - Como	active	1267.08	1101	1.150845		invitee_meeting_scheduled		1.769524	2.525577	0.92	43594	AUCTION	29.065468
2025-08-01	2025-08-31	RM - Dynamic - HVTMS	active	168.84	387	0.436279		invitee_meeting_scheduled		2.181689	5.059485	1.29	7649	AUCTION	22.073474
2025-09-01	2025-09-30	RM - Dynamic - HVTMS	active	316.84	538	0.588922		invitee_meeting_scheduled		2.558465	3.719837	1.12	14463	AUCTION	21.906935
2025-10-01	2025-10-31	RM - Dynamic - HVTMS	active	339.15	494	0.686538		invitee_meeting_scheduled		2.240165	2.762709	0.88	17881	AUCTION	18.96706
2025-11-01	2025-11-30	RM - Dynamic - HVTMS	active	329.55	514	0.641148		invitee_meeting_scheduled		2.087422	3.660969	1.39	14040	AUCTION	23.472222
2025-12-01	2025-12-31	RM - Dynamic - HVTMS	active	340.49	539	0.631707		invitee_meeting_scheduled		2.089263	2.93733	1.02	18350	AUCTION	18.555313
2026-01-01	2026-01-31	RM - Dynamic - HVTMS	active	337.03	573	0.588185		invitee_meeting_scheduled		2.273261	2.208348	0.77	25947	AUCTION	12.98917
2026-02-01	2026-02-28	RM - Dynamic - HVTMS	active	306.41	311	0.985241		invitee_meeting_scheduled		2.32085	2.108618	0.79	14749	AUCTION	20.774968
2026-03-01	2026-03-31	RM - Dynamic - HVTMS	active	1061.55	993	1.069033		invitee_meeting_scheduled		3.143301	2.887131	1.13	34394	AUCTION	30.864395
2026-04-01	2026-04-30	RM - Dynamic - HVTMS	active	1518.6	1254	1.211005		invitee_meeting_scheduled		3.506893	2.7236	1.17	46042	AUCTION	32.982929
2026-05-01	2026-05-31	RM - Dynamic - HVTMS	active	1818.55	1341	1.356115		invitee_meeting_scheduled		3.448664	2.303728	0.94	58210	AUCTION	31.241196
2026-06-01	2026-06-21	RM - Dynamic - HVTMS	active	668.94	526	1.271749		invitee_meeting_scheduled		2.674441	2.133615	0.83	24653	AUCTION	27.134223
2025-08-01	2025-08-31	RM - Dynamic - Kardinya	active	167.69	351	0.477749		invitee_meeting_scheduled		1.629319	3.54438	1.12	9903	AUCTION	16.933253
2025-09-01	2025-09-30	RM - Dynamic - Kardinya	active	334.58	416	0.804279		invitee_meeting_scheduled		1.720258	2.688728	1.09	15472	AUCTION	21.624871
2025-10-01	2025-10-31	RM - Dynamic - Kardinya	active	400.29	454	0.881696		invitee_meeting_scheduled		1.730247	2.76055	0.93	16446	AUCTION	24.339657
2025-11-01	2025-11-30	RM - Dynamic - Kardinya	active	389.18	483	0.805756		invitee_meeting_scheduled		1.692581	3.173873	0.99	15218	AUCTION	25.573663
2025-12-01	2025-12-31	RM - Dynamic - Kardinya	active	402.69	444	0.906959		invitee_meeting_scheduled		1.821775	2.624579	1.09	16917	AUCTION	23.803866
2026-01-01	2026-01-31	RM - Dynamic - Kardinya	active	399.22	404	0.988168		invitee_meeting_scheduled		1.747391	2.388695	0.92	16913	AUCTION	23.604328
2026-02-01	2026-02-28	RM - Dynamic - Kardinya	active	362.07	318	1.138585		invitee_meeting_scheduled		2.028356	2.51165	1.14	12661	AUCTION	28.597267
2026-03-01	2026-03-31	RM - Dynamic - Kardinya	active	1064.99	1007	1.057587		invitee_meeting_scheduled		2.281539	2.810729	1.07	35827	AUCTION	29.725905
2026-04-01	2026-04-30	RM - Dynamic - Kardinya	active	1489.49	1342	1.109903		invitee_meeting_scheduled		2.112721	2.70701	1.11	49575	AUCTION	30.045184
2026-05-01	2026-05-31	RM - Dynamic - Kardinya	active	1796.86	1444	1.244363		invitee_meeting_scheduled		2.305994	2.143546	0.79	67365	AUCTION	26.673495
2026-06-01	2026-06-21	RM - Dynamic - Kardinya	active	1264.69	1192	1.060982		invitee_meeting_scheduled		2.17774	1.96143	0.72	60772	AUCTION	20.810406
2025-08-01	2025-08-31	RM - Dynamic - Moonee Ponds	active	168.83	786	0.214796		invitee_meeting_scheduled		1.954074	7.729374	2.95	10169	AUCTION	16.602419
2025-09-01	2025-09-30	RM - Dynamic - Moonee Ponds	active	298.45	853	0.349883		invitee_meeting_scheduled		2.225663	6.312907	2.43	13512	AUCTION	22.087774
2025-10-01	2025-10-31	RM - Dynamic - Moonee Ponds	active	307.58	949	0.32411		invitee_meeting_scheduled		2.189815	6.01318	2.46	15782	AUCTION	19.489292
2025-11-01	2025-11-30	RM - Dynamic - Moonee Ponds	active	299.21	814	0.36758		invitee_meeting_scheduled		1.948571	6.281834	2.72	12958	AUCTION	23.090755
2025-12-01	2025-12-31	RM - Dynamic - Moonee Ponds	active	308.67	752	0.410465		invitee_meeting_scheduled		1.987196	5.444147	2.73	13813	AUCTION	22.34634
2026-01-01	2026-01-31	RM - Dynamic - Moonee Ponds	active	305.43	984	0.310396		invitee_meeting_scheduled		2.102519	4.586985	1.99	21452	AUCTION	14.237833
2026-02-01	2026-02-28	RM - Dynamic - Moonee Ponds	active	278.97	483	0.577578		invitee_meeting_scheduled		2.056542	3.826955	1.7	12621	AUCTION	22.103637
2026-03-01	2026-03-31	RM - Dynamic - Moonee Ponds	active	315.46	472	0.668347		invitee_meeting_scheduled		2.395287	5.80423	2.68	8132	AUCTION	38.792425
2026-04-01	2026-04-30	RM - Dynamic - Moonee Ponds	active	294.94	504	0.585198		invitee_meeting_scheduled		2.396527	7.608696	2.94	6624	AUCTION	44.525966
2026-05-01	2026-05-31	RM - Dynamic - Moonee Ponds	active	305.98	473	0.646892		invitee_meeting_scheduled		2.529585	6.872003	2.85	6883	AUCTION	44.454453
2026-06-01	2026-06-21	RM - Dynamic - Moonee Ponds	active	708.62	1087	0.651904		invitee_meeting_scheduled		2.590192	5.914037	2.31	18380	AUCTION	38.553863
2025-08-01	2025-08-31	RM - Dynamic - Pax	active	169.63	359	0.472507		invitee_meeting_scheduled		1.853792	4.410319	1.41	8140	AUCTION	20.839066
2025-09-01	2025-09-30	RM - Dynamic - Pax	active	298.36	372	0.802043		invitee_meeting_scheduled		2.125411	3.02759	1.08	12287	AUCTION	24.282575
2025-10-01	2025-10-31	RM - Dynamic - Pax	active	307.78	379	0.812084		invitee_meeting_scheduled		2.156073	3.103505	1.24	12212	AUCTION	25.203079
2025-11-01	2025-11-30	RM - Dynamic - Pax	active	297.82	392	0.759745		invitee_meeting_scheduled		1.938421	3.588758	1.19	10923	AUCTION	27.265403
2025-12-01	2025-12-31	RM - Dynamic - Pax	active	309.14	399	0.774787		invitee_meeting_scheduled		1.996663	2.899077	1.05	13763	AUCTION	22.461673
2026-01-01	2026-01-31	RM - Dynamic - Pax	active	306.49	471	0.650722		invitee_meeting_scheduled		2.056044	2.426959	0.85	19407	AUCTION	15.792755
2026-02-01	2026-02-28	RM - Dynamic - Pax	active	278.97	308	0.905747		invitee_meeting_scheduled		2.104475	2.434783	0.97	12650	AUCTION	22.052964
2026-03-01	2026-03-31	RM - Dynamic - Pax	active	1062.67	884	1.202115		invitee_meeting_scheduled		2.639567	3.324433	1.42	26591	AUCTION	39.963521
2026-04-01	2026-04-30	RM - Dynamic - Pax	active	1546.98	1181	1.30989		invitee_meeting_scheduled		2.739642	3.07408	1.28	38418	AUCTION	40.267062
2026-05-01	2026-05-31	RM - Dynamic - Pax	active	1884.61	1218	1.547299		invitee_meeting_scheduled		2.785934	2.361564	0.99	51576	AUCTION	36.540445
2026-06-01	2026-06-21	RM - Dynamic - Pax	active	1087.96	857	1.269498		invitee_meeting_scheduled		2.579704	2.48622	1.07	34470	AUCTION	31.562518
2025-06-01	2025-06-30	kbd_TOFU_VIC_leads_typeform_quiz (NEWoct24)	paused	150.22	492	0.305325		lead		3.174748	3.066949	0.69	16042	AUCTION	9.364169
2025-07-01	2025-07-31	kbd_TOFU_VIC_leads_typeform_quiz (NEWoct24)	paused	155.98	772	0.202047		lead		9.781977	0.86205	0.16	89554	AUCTION	1.741742
2025-08-01	2025-08-31	kbd_TOFU_VIC_leads_typeform_quiz (NEWoct24)	paused	67.78	300	0.225933		lead		1.588707	6.581834	3.12	4558	AUCTION	14.870557
2025-06-01	2025-06-30	kbd_TOFU_WA_leads_typeform_quiz (oct24)	paused	444.34	907	0.489901		lead		5.05472	1.45895	0.48	62168	AUCTION	7.147407
2025-07-01	2025-07-31	kbd_TOFU_WA_leads_typeform_quiz (oct24)	paused	581.6	939	0.619382		lead		11.636689	0.473384	0.18	198359	AUCTION	2.932058
2025-08-01	2025-08-31	kbd_TOFU_WA_leads_typeform_quiz (oct24)	paused	140.82	475	0.296463		lead		1.754389	4.850403	2.91	9793	AUCTION	14.379659

📄 Open full spreadsheet in Google Sheets →

⚠️ Notes

Data pulled via Meta API weekly (Monday 3:30 AM AWST) — one row per campaign per month
Includes all campaigns from June 2025 onwards
Scroll right to see all columns, or open the full sheet link above

💰 ROAS Table

Data: roas_historical_log → ROAS table · Last run: 07 Oct 2026 08:15 AWST (ok)

REMEMBER — only ROAS matters, everything else is 🎵 noise …..

🏠 The TAKE HOME MESSAGE is (based off v3 & v5):
"For every $1,000 spent, the profit generated is $5,440 to $6,080"

Open full spreadsheet ↗

🤴 5 CEO Questions

The only questions that matter. Answered from your data.

❶ Compared to the previous month, am I getting more CLICKS than the month before that?

Data: update_dashboard_all_data.py (launchd) · Last run: 08 Oct 2026 03:15 AWST (ok)

❷ Compared to the previous month, am I getting more RESULTS (Calendly Appts) than the month before that?

Data: update_dashboard_all_data.py (launchd) · Last run: 08 Oct 2026 03:15 AWST (ok)

❸ Compared to the previous month, am I getting more GP Referrals than the month before that?

Data: update_dashboard_gp_referrals.py (via update_marketing_dashboards_all) · Last run: 08 Oct 2026 04:32 AWST (ok)

❹ Are my ads getting more efficient, less efficient, or the same?

Data: update_dashboard_all_data.py (launchd) · Last run: 08 Oct 2026 03:15 AWST (ok)

❺ What is my ROAS?

Data: roas_historical_log → ROAS table · Last run: 07 Oct 2026 08:15 AWST (ok)

REMEMBER — only ROAS matters, everything else is 🎵 noise …..

🏠 The TAKE HOME MESSAGE is (based off v3 & v5):
"For every $1,000 spent, the profit generated is $5,440 to $6,080"

🏆 Best Ads Analysis — 6 October 2026

Data: Weekly Best Ads Analysis · Last run: 06 Oct 2026 04:36 AWST (ok)

Reverse-engineered from top 5 ranked ads · 3-pass creative teardown · Updated weekly

📊 View source data in Google Sheets →

Executive Summary

Data: Weekly Best Ads Analysis · Last run: 06 Oct 2026 04:36 AWST (ok)

The efficiency winner this week is Look Different (CTR 1.83% — the highest in the set, CPR $31.24), but the ad to bet on is Arrow: it pairs the second-best CTR (1.65%) with the best cost-per-result of the whole account ($20.57) and now the most volume of any top-5 creative outside the workhorse (224 results on $4,607 spend). The commercial workhorse is Testing — 411 results, $14,984 spend at a $36.46 CPR — but it still carries the lowest CTR (1.17%) across 694k impressions, the classic signature of a creative fatiguing at scale. The clear loser is Plug in: worst CPR in the set ($102.34) for just 11 results — a muddy "plug your brain into the wall" metaphor that reads gimmicky rather than clinical.

The pattern the miner report points to is the biggest gap in this top 5: every winning creative here leads with a mechanism or metaphor (neuroscience, neuroplasticity, plug-in, software update) — none leads with an emotional entry. Competitors scaling hardest in the US lead with med-failure copy ("When medication hasn't been enough" — Sollus, 231+ days live) and the fully AHPRA-portable "smiling depression" destigmatiser (American TMS Clinics). Both slot straight into Neuralia's existing lilac/plum brand-character system without new design work — the illustration language stays, only the headline's emotional altitude changes. Watch item: Sherpah is still running "Medicare funded depression treatment in Western Australia" — the exact WA Medicare message — for 6+ months.

Top 5 Ads — Scorecard

Data: Weekly Best Ads Analysis · Last run: 06 Oct 2026 04:36 AWST (ok)

Rank	Ad	CTR	CPR	Results	Spend	Verdict
1	Look Different	1.83%	$31.24	54	$1,687	HOLD
2	Arrow	1.65%	$20.57	224	$4,607	SCALE
3	new patterns	1.59%	$70.07	31	$2,172	FIX
4	Plug in	1.20%	$102.34	11	$1,126	STOP
5	Testing	1.17%	$36.46	411	$14,984	HOLD

PASS 1: Per-ad teardown

Data: Weekly Best Ads Analysis · Last run: 06 Oct 2026 04:36 AWST (ok)

1. Look Different — HOLD

Data: Weekly Best Ads Analysis · Last run: 06 Oct 2026 04:36 AWST (ok)

Metrics: CTR 1.83% · CPR $31.24 · 54 results · $1,687 spend

Thumb-stop trigger: A large, calm contrarian headline — "Because treatment can look different." — set on soft off-white, over a clean line-drawing of a clinician at a TMS console beside a seated patient under the coil arm. The word "different" is the pattern-interrupt: it reframes before it sells.

Visual / creative layer: Two-tone mauve line illustration, generous whitespace, dark-slate rounded display type. Focal hierarchy is headline → clinical scene → Cortical TMS + Medicare trust badges. Reads as a real medical setting, not a stock mood shot.

Hook / audience state: Problem/solution-aware — someone who knows they need help and is weighing alternatives to medication. The headline validates that there is another path.

Core driver: Hope, plus reassurance from clinical legitimacy (the recognisable console + Medicare badge lower perceived risk).

Why this likely worked / failed: Highest CTR in the set because the contrarian framing earns the click without a gimmick, and the clinical scene makes the promise credible. Modest volume (54) keeps it a quality play rather than a scale engine. Confidence: High.

Single most transferable element: The "treatment can look different" reframing headline. ✅ reusable as-is.

2. Arrow — SCALE

Data: Weekly Best Ads Analysis · Last run: 06 Oct 2026 04:36 AWST (ok)

Metrics: CTR 1.65% · CPR $20.57 · 224 results · $4,607 spend

Thumb-stop trigger: The friendly brain mascot drawing a bow and arrow — "targeted treatment" made literal and playful — under a confident white headline about "modern neuroscience for more targeted depression treatment."

Visual / creative layer: Plum background, high-contrast white type up top, character illustration anchored bottom. The archery metaphor does real work: it visually explains targeted without a word of jargon. Neuralia TMS + Medicare badges sit mid-frame.

Hook / audience state: Solution-aware and curious about how TMS is different — the "targeted / modern neuroscience" angle answers the precision question.

Core driver: Hope + credibility (precision science), delivered with enough warmth via the mascot to avoid feeling clinical-cold.

Why this likely worked / failed: Best cost-per-result of the entire account at the highest meaningful volume in the set — the metaphor lands the benefit instantly and the character keeps it approachable, so both click and conversion economics hold. This is the control to protect. Confidence: High.

Single most transferable element: The literal-benefit-metaphor formula (abstract benefit → one concrete visual: targeting = archery). ✅ reusable as-is.

3. new patterns — FIX

Data: Weekly Best Ads Analysis · Last run: 06 Oct 2026 04:36 AWST (ok)

Metrics: CTR 1.59% · CPR $70.07 · 31 results · $2,172 spend

Thumb-stop trigger: A bright green background (the only non-purple in the set) plus a glowing blue wireframe brain — colour contrast alone stops the scroll — under a script-plus-bold headline "Neuroplasticity: when the brain learns new patterns."

Visual / creative layer: Off-brand green, plexus/wireframe brain render, mixed script + sans type. Visually striking but abstract; PaxTMS + Medicare badges. The scientific render signals "clever," not "for me."

Hook / audience state: Aimed at the science-curious / education-seeker — but leads with a mechanism label ("Neuroplasticity") rather than a benefit or a feeling.

Core driver: Curiosity / intellectual interest — which earns clicks but not bookings, because it never says what's in it for the reader.

Why this likely worked / failed: Respectable CTR (the green + glowing brain pull the eye) but CPR more than triple Arrow's — the abstraction converts poorly and the offbrand green weakens brand continuity. Salvageable: keep the striking visual, swap the mechanism-label headline for an emotional or benefit entry and a sharper CTA. Confidence: Medium.

Single most transferable element: The glowing wireframe-brain visual as a scroll-stopper. ⚠️ reusable with reframe — pair it with a benefit/emotional headline and pull it back onto the brand palette.

4. Plug in — STOP

Data: Weekly Best Ads Analysis · Last run: 06 Oct 2026 04:36 AWST (ok)

Metrics: CTR 1.20% · CPR $102.34 · 11 results · $1,126 spend

Thumb-stop trigger: A cute brain character plugging a power cord into a wall socket — "Plug in your brain" — which does stop the scroll but with the wrong association.

Visual / creative layer: On-brand lilac, clean character illustration, Neuralia + Medicare badges. Craft is fine; the concept is the problem — a brain plugged into mains power evokes electricity/shock rather than gentle magnetic pulses, muddying what TMS actually is.

Hook / audience state: Novelty-led, top-of-funnel — but the metaphor creates a wrong mental model instead of clarifying one.

Core driver: Curiosity / novelty, undercut by an off-target association that raises rather than lowers hesitation.

Why this likely worked / failed: Worst CPR ($102) and lowest-tier CTR — the "plug into the wall" idea is memorable for the wrong reason and doesn't move people to book. Not salvageable as-is; the metaphor itself is the failure. Confidence: High.

Single most transferable element: The brand-consistent brain-character illustration style (not this concept). ⚠️ reusable with reframe — keep the character, drop the electrical-plug metaphor entirely.

5. Testing — HOLD

Data: Weekly Best Ads Analysis · Last run: 06 Oct 2026 04:36 AWST (ok)

Metrics: CTR 1.17% · CPR $36.46 · 411 results · $14,984 spend

Thumb-stop trigger: A relatable question — "Do you feel like your brain needs a software update?" — over a cartoon brain running a "SOFTWARE UPGRADE 75% COMPLETE" loading bar with a nervous sweat-drop. The question invites self-diagnosis; the humour disarms.

Visual / creative layer: Plum background, bold white question type, expressive character with a progress-bar gag. Focal path is question → funny brain → Neuralia + Medicare. Highly shareable, low-threat framing.

Hook / audience state: Broad top-of-funnel — the "needs an update?" question casts wide to anyone feeling mentally stuck or foggy, not just the actively-searching.

Core driver: Relatability + humour + a gentle self-diagnosis prompt ("is that me?").

Why this likely worked / failed: By far the volume engine — 411 results and the bulk of account spend at an acceptable $36.46 CPR — but its 1.17% CTR is still the lowest in the set across 694k impressions, the fingerprint of fatigue. Keep it live as the workhorse but queue a refresh of the same relatable-question formula. Confidence: High.

Single most transferable element: The relatable self-diagnosis question format ("Do you feel like…?"). ✅ reusable as-is — rotate the visual gag to fight fatigue.

PASS 2: Cross-ad synthesis

Data: Weekly Best Ads Analysis · Last run: 06 Oct 2026 04:36 AWST (ok)

A concrete metaphor beats an abstract label. The best economics (Arrow, $20.57) come from turning one benefit into one instant visual — targeting = archery. The worst (Plug in $102, new patterns $70) either pick a misleading metaphor or lead with a bare mechanism word ("Neuroplasticity").
Emotional / question entry beats mechanism entry. "Because treatment can look different" and "Do you feel like your brain needs a software update?" pull clicks and results; "Neuroplasticity:" as a headline lags. The reader clicks the feeling, not the science term.
The brand-character system is a strength — but only with a clear benefit. Arrow and Testing show the mascot scaling; Plug in shows the same mascot failing when the concept muddies the treatment. The character is the vehicle, not the message.
The Medicare + drug-free sub-copy is the conversion floor. Every ad carries it, and per the miner it's the AU differentiator — the losing lane isn't losing on trust, it's losing on abstraction at the top of the ad.
Import from the miner report: the whole top 5 is mechanism/metaphor-led and misses the highest-proven competitor lanes — "When medication hasn't been enough" (Sollus, 231+ days live), "Depression doesn't always look like it" / smiling-depression (American TMS Clinics, AHPRA-portable), "What happens in a TMS session?" education (Cognitive FX), and the eligibility quiz qualifier (Salience / MD TruCare). None are live for Neuralia.

PASS 3: Strategic recommendations

Data: Weekly Best Ads Analysis · Last run: 06 Oct 2026 04:36 AWST (ok)

Scale: Arrow — best CPR in the account ($20.57) at the highest meaningful volume. Keep as the control and push budget here.
Hold: Look Different (top CTR, efficient — keep as the quality/credibility play) and Testing (the 411-result volume engine — keep live but queue a creative refresh; its CTR is fatiguing at 694k impressions).
Fix: new patterns — keep the glowing-brain visual, pull it back onto the brand palette, and replace the "Neuroplasticity:" mechanism-label headline with an emotional or benefit entry plus a sharper CTA.
Stop: Plug in — worst CPR ($102) and a plug-into-the-wall metaphor that implies electricity/shock, not gentle magnetic pulses. Kill it and reallocate.
Build next: (1) "When medication hasn't been enough" — med-failure emotional entry (miner's longest-proven angle), Arrow's visual language + Draft-1 copy; (2) "Depression doesn't always look like it" — smiling-depression destigmatiser, fully AHPRA-portable, no live AU competitor; (3) "What happens in a TMS session?" — plain-English education, unrun in AU; (4) "Is TMS right for you?" — eligibility-quiz qualifier feeding the lead-qualification project.
Compliance: no testimonials, no before/after imagery, no guaranteed-outcome language, no fear-led urgency, no copy denigrating medication or other treatments (AHPRA / TGA / Medicare). Medicare wording stays conditional on eligibility + GP referral — conservative given the active PSR review.

Highest-leverage takeaway: Kill Plug in and pour its budget into one new test that keeps Arrow's proven brand-character visual language but swaps the top-of-ad from mechanism/metaphor to an emotional med-failure entry ("When medication hasn't been enough") — the account's biggest untapped lane and the competitors' most durable one.

HOW TO MAKE THE AD CREATIVE:

Step 1: Midjourney — Generate the still image using the copy-paste prompt. This gives you the opening frame/thumbnail of the ad. Review it, refine if needed.

Step 2: Higgsfield — Feed that same Midjourney image into Higgsfield (image-to-video). Apply the animation brief (model, motion, camera, duration) to bring it to life as a 4–5 second video clip.

So the Midjourney prompt creates the look, and the Higgsfield brief adds the motion — a subtle breath, a gaze shift, light changing. The result is a short, loop-friendly video ad opener for Reels/Stories.

Overlay the hook text on the video as a final step (in your video editor or directly in Meta Ads Manager).

🎯 New Ad Creative Ideas — 6 October 2026

Data: Weekly New Ad Creative Ideas Generator (hook-engine) · Last run: 06 Oct 2026 05:35 AWST (ok)

Generated by: Neuralia Hook Engine | Inputs: Best Ads Analysis (6 Oct 2026) · TMS Ad Creative Miner (June 2026, v3 Apify) · Notion DB unavailable · Previous bank (29 Sep 2026)

📍 Sprint Focus

Data: Weekly New Ad Creative Ideas Generator (hook-engine) · Last run: 06 Oct 2026 05:35 AWST (ok)

This week closes the single biggest gap the Best Ads Analysis found — every top-5 ad leads with a mechanism or metaphor, none with a feeling. Five under-exploited lanes, all open in AU: Med-failure emotional entry (the account's biggest untapped lane; Sollus has run it 231+ days), Smiling / high-functioning depression (fully AHPRA-portable, zero live AU competitor), What-happens-in-a-session education (unrun in AU; Cognitive FX proves demand in GB), Eligibility qualifier (feeds the lead-qualification quiz project), and a refresh of the fatiguing "Testing" relatable-question workhorse (1.17% CTR across 694k impressions = fatigue fingerprint). Every brief keeps Arrow's proven brand-character / clinical visual language but swaps the top-of-ad from metaphor to emotion.

🪝 Hook Bank (10 New Hooks)

Data: Weekly New Ad Creative Ideas Generator (hook-engine) · Last run: 06 Oct 2026 05:35 AWST (ok)

MECHANISM 1: Pain-Twist / Medication Fatigue

Hook 1: "You did everything they asked"
"You took it as prescribed. You waited the weeks. You're still waiting to feel like you."
Med-failure emotional entry — the account's biggest untapped lane per the Best Ads "highest-leverage takeaway". Attribution: Sollus Health's 231-day "when traditional medicine fails you" copy (miner report #1).

Hook 2: "They called it treatment-resistant"
"'Treatment-resistant' might just mean you haven't met the right treatment yet."
Reframes the med-failure label into hope without denigrating medication. Attribution: Best Ads synthesis — "emotional/question entry beats mechanism entry"; miner Draft 1 lane.

MECHANISM 2: Reframe / Destigmatise

Hook 3: "Smiling in the meeting"
"Smiling in the meeting. Empty by the time you reach the car."
High-functioning / "smiling depression" destigmatiser — fully AHPRA-portable, no live AU competitor. Attribution: American TMS Clinics "smiling in public, struggling in silence" (miner, 3 variants ~3 months); miner Draft 6.

Hook 4: "You pictured a pill"
"You pictured another pill. Picture twenty quiet minutes in a chair instead."
Contrarian reframe of what "treatment" looks like. Attribution: account winner Look Different (top CTR 1.83%) — "treatment can look different" reframing headline.

MECHANISM 3: Loop-Opener / Curiosity

Hook 5: "Awake the whole time"
"No anaesthetic. No downtime. So what actually happens in a TMS session?"
Education loop-opener — unrun in AU. Attribution: Cognitive FX (GB) education guide (miner); miner Draft 3 "what happens in a session".

Hook 6: "Everywhere vs one spot"
"A tablet travels through all of you. This is aimed at one part of the brain."
Targeted-benefit metaphor done in plain English, not jargon. Attribution: account winner Arrow (best CPR $20.57) — the literal-benefit-metaphor formula (targeting = one concrete visual).

MECHANISM 4: Emotional Trigger / Time-of-Day

Hook 7: "Awake before the alarm"
"Awake before the alarm, already out of fuel for the day."
Early-morning low-energy moment — concrete feeling, not a mechanism word. Attribution: Best Ads cross-ad finding that no top-5 ad leads with an emotional entry (the open lane).

Hook 8: "A minute longer in the car"
"Some days you sit in the car a minute longer before you can walk in."
Relatable self-recognition moment — a fatigue-fighting refresh of the workhorse format. Attribution: account workhorse Testing (411 results, CTR fatiguing at 1.17%) — rotate the relatable-question formula.

MECHANISM 5: Outcome / Reconnection

Hook 9: "One ordinary Tuesday"
"What would one ordinary Tuesday — just feeling like yourself — be worth?"
Reconnection framed as a question, not a promised outcome (compliance-safe). Attribution: Outcome/Reconnection lane; counterweight to the mechanism-led top 5.

Hook 10: "Two questions for your GP"
"Is it depression? Could TMS be an option? Two questions worth asking your GP."
Eligibility / referral qualifier that routes to the quiz project. Attribution: Salience TMS + MD TruCare quiz funnels (miner); Best Ads "build next #4" eligibility qualifier.

🎬 Full Creative Briefs (Top 4)

Data: Weekly New Ad Creative Ideas Generator (hook-engine) · Last run: 06 Oct 2026 05:35 AWST (ok)

BRIEF 1: "You did everything they asked"

Pain-Twist / Medication Fatigue · Inspired by Sollus Health's 231-day med-failure copy (miner #1) + Best Ads "biggest untapped lane"

Hook: "You took it as prescribed. You waited the weeks. You're still waiting to feel like you."

Scene: A person in their late 30s sits at a kitchen table in early morning light, a glass of water and a small pill organiser beside them, looking quietly out the window — contemplative, not distressed. The register is honest fatigue, then a flicker of openness.

Setting: Home kitchen just after dawn, soft directional window light, warm-neutral palette (oatmeal, muted sage, soft plum accent), uncluttered.

▸ Midjourney prompt (9:16)

Photorealistic editorial portrait of a person in their late thirties seated at a kitchen table, looking quietly out a window with a glass of water nearby, quiet contemplative expression never distress, soft marle jumper, soft directional dawn window light, a small pill organiser just out of focus on the table, warm-neutral palette with oatmeal muted sage and soft plum, shot on Sony A7 IV 50mm f1.8 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 — 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

▸ Midjourney prompt (1:1)

Photorealistic editorial portrait of a person in their late thirties seated at a kitchen table, looking quietly out a window with a glass of water nearby, quiet contemplative expression never distress, soft marle jumper, soft directional dawn window light, a small pill organiser just out of focus on the table, warm-neutral palette with oatmeal muted sage and soft plum, shot on Sony A7 IV 50mm f1.8 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 — 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

▸ Kling.ai animation (9:16)

Locked-off static camera — no pan, tilt, zoom, or dolly. Person seated at a kitchen table in dawn light looking out a window, 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. A slow breath, a small shift of the hand around the glass, dust catching the morning light. Quiet, honest, a flicker of openness. Model: Kling 3.0. 9:16. 5s, loop-friendly.

▸ Kling.ai animation (1:1)

Locked-off static camera — no pan, tilt, zoom, or dolly. Person seated at a kitchen table in dawn light looking out a window, 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. A slow breath, a small shift of the hand around the glass, dust catching the morning light. Quiet, honest, a flicker of openness. Model: Kling 3.0. 1:1. 5s, loop-friendly.

✓ No outcome promise · No medication-denigrating copy (validates the effort, doesn't attack the drug) · No testimonial · Dignified, non-distressing depiction · Medicare wording stays conditional on eligibility + GP referral

BRIEF 2: "Smiling in the meeting"

Reframe / Destigmatise · Inspired by American TMS Clinics' "smiling in public, struggling in silence" (miner, AHPRA-portable) + miner Draft 6

Hook: "Smiling in the meeting. Empty by the time you reach the car."

Scene: A composed professional in their 40s pauses in an office stairwell or near a glass-walled corridor, lanyard on, holding a coffee — the public smile has just dropped to something quieter and more honest. Register: the private moment behind the capable front.

Setting: Modern office interior, cool daylight through glass softened to warm-neutral grade, palette of soft grey, warm taupe, muted plum accent.

▸ Midjourney prompt (9:16)

Photorealistic editorial portrait of a composed professional in their forties pausing alone in an office stairwell holding a coffee cup, the public smile just faded to a quiet honest expression never distress, smart-casual blazer with a lanyard, soft cool daylight through glass graded warm, a blurred glass-walled corridor behind, warm-neutral palette with soft grey warm taupe and muted plum, shot on Sony A7 IV 85mm f2.0 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 — 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

▸ Midjourney prompt (1:1)

Photorealistic editorial portrait of a composed professional in their forties pausing alone in an office stairwell holding a coffee cup, the public smile just faded to a quiet honest expression never distress, smart-casual blazer with a lanyard, soft cool daylight through glass graded warm, a blurred glass-walled corridor behind, warm-neutral palette with soft grey warm taupe and muted plum, shot on Sony A7 IV 85mm f2.0 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 — 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

▸ Kling.ai animation (9:16)

Locked-off static camera — no pan, tilt, zoom, or dolly. Composed professional pausing in an office stairwell holding a coffee, the public smile softening to something quieter, 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. A slow exhale, a small drop of the shoulders, steam drifting from the cup. The private moment behind a capable front. Model: Kling 3.0. 9:16. 5s, loop-friendly.

▸ Kling.ai animation (1:1)

Locked-off static camera — no pan, tilt, zoom, or dolly. Composed professional pausing in an office stairwell holding a coffee, the public smile softening to something quieter, 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. A slow exhale, a small drop of the shoulders, steam drifting from the cup. The private moment behind a capable front. Model: Kling 3.0. 1:1. 5s, loop-friendly.

✓ No diagnosis implication (descriptive empathy only) · No outcome claim · No testimonial · Dignified depiction, no vulnerability exploitation · Informational, not inducement

BRIEF 3: "Awake the whole time"

Loop-Opener / Curiosity (Education) · Inspired by Cognitive FX (GB) education guide (miner, unrun in AU) + miner Draft 3

Hook: "No anaesthetic. No downtime. So what actually happens in a TMS session?"

Scene: A calm patient sits awake and relaxed in a treatment chair with the TMS coil arm positioned near the head, a nurse adjusting it attentively nearby — clearly a real, modern clinical setting, not a mood shot. Register: reassuring, matter-of-fact, unintimidating.

Setting: Bright, clean Neuralia-style treatment room, soft clinical daylight, warm-neutral palette with the brand lilac/plum on equipment and signage-free walls.

▸ Midjourney prompt (9:16)

Photorealistic editorial scene of a calm patient seated awake and relaxed in a modern TMS treatment chair with a magnetic coil arm positioned near the head, a nurse attentively adjusting equipment nearby, quiet reassured expression never distress, patient in casual clothes nurse in soft scrubs, soft clean clinical daylight, a modern uncluttered treatment room with subtle lilac accents, warm-neutral palette with soft white warm taupe and muted plum, shot on Sony A7 IV 35mm f2.8 shallow depth of field gentle film grain candid documentary style, advertising layout with copy space, subjects framed in the upper two-thirds with generous footroom, deep gradient shadow falling to near-black across the bottom third — 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

▸ Midjourney prompt (1:1)

Photorealistic editorial scene of a calm patient seated awake and relaxed in a modern TMS treatment chair with a magnetic coil arm positioned near the head, a nurse attentively adjusting equipment nearby, quiet reassured expression never distress, patient in casual clothes nurse in soft scrubs, soft clean clinical daylight, a modern uncluttered treatment room with subtle lilac accents, warm-neutral palette with soft white warm taupe and muted plum, shot on Sony A7 IV 35mm f2.8 shallow depth of field gentle film grain candid documentary style, advertising layout with copy space, subjects framed in the upper two-thirds with generous footroom, deep gradient shadow falling to near-black across the bottom third — 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

▸ Kling.ai animation (9:16)

Locked-off static camera — no pan, tilt, zoom, or dolly. Calm patient seated awake in a TMS treatment chair with a nurse adjusting the coil arm nearby, 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. A slow blink, the nurse's small careful hand movement on the equipment, soft breathing. Reassuring and matter-of-fact. Model: Kling 3.0. 9:16. 5s, loop-friendly.

▸ Kling.ai animation (1:1)

Locked-off static camera — no pan, tilt, zoom, or dolly. Calm patient seated awake in a TMS treatment chair with a nurse adjusting the coil arm nearby, 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. A slow blink, the nurse's small careful hand movement on the equipment, soft breathing. Reassuring and matter-of-fact. Model: Kling 3.0. 1:1. 5s, loop-friendly.

✓ Purely descriptive of the real procedure, zero outcome claims · Accurately represents real Neuralia service (psychiatrist-supervised, nurse-delivered) · No testimonial · Informational, not inducement

BRIEF 4: "Two questions for your GP"

Outcome / Reconnection (Eligibility qualifier) · Inspired by Salience TMS + MD TruCare quiz funnels (miner) + Best Ads "build next #4"; feeds the lead-qualification quiz project

Hook: "Is it depression? Could TMS be an option? Two questions worth asking your GP."

Scene: A warm, unhurried moment in a GP consulting room — patient and GP in relaxed conversation across a desk, the GP mid-explanation with an open, approachable manner. Register: trusted, calm, the start of a conversation rather than a decision.

Setting: Everyday Australian GP consulting room, soft warm interior light, warm-neutral palette with sage and muted plum, uncluttered desk.

▸ Midjourney prompt (9:16)

Photorealistic editorial scene of a patient and a GP in relaxed conversation across a desk in an everyday consulting room, the GP mid-explanation with an open approachable manner, both with calm engaged expressions never distress, GP in smart-casual clothing patient in everyday wear, soft warm interior light, an uncluttered desk and a blurred shelf behind, warm-neutral palette with soft sage warm taupe and muted plum, shot on Sony A7 IV 50mm f2.2 shallow depth of field gentle film grain candid documentary style, advertising layout with copy space, subjects framed in the upper two-thirds with generous footroom, deep gradient shadow falling to near-black across the bottom third — 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

▸ Midjourney prompt (1:1)

Photorealistic editorial scene of a patient and a GP in relaxed conversation across a desk in an everyday consulting room, the GP mid-explanation with an open approachable manner, both with calm engaged expressions never distress, GP in smart-casual clothing patient in everyday wear, soft warm interior light, an uncluttered desk and a blurred shelf behind, warm-neutral palette with soft sage warm taupe and muted plum, shot on Sony A7 IV 50mm f2.2 shallow depth of field gentle film grain candid documentary style, advertising layout with copy space, subjects framed in the upper two-thirds with generous footroom, deep gradient shadow falling to near-black across the bottom third — 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

▸ Kling.ai animation (9:16)

Locked-off static camera — no pan, tilt, zoom, or dolly. Patient and GP in relaxed conversation across a desk in a consulting room, 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. The GP's small open hand gesture, the patient's attentive nod, soft natural breathing. Trusted and calm, the start of a conversation. Model: Kling 3.0. 9:16. 5s, loop-friendly.

▸ Kling.ai animation (1:1)

Locked-off static camera — no pan, tilt, zoom, or dolly. Patient and GP in relaxed conversation across a desk in a consulting room, 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. The GP's small open hand gesture, the patient's attentive nod, soft natural breathing. Trusted and calm, the start of a conversation. Model: Kling 3.0. 1:1. 5s, loop-friendly.

✓ Eligibility framed as Medicare criteria + GP referral, not promised suitability or outcome · No testimonial · No diagnosis implication · Informational, not inducement

📊 Test Plan

Data: Weekly New Ad Creative Ideas Generator (hook-engine) · Last run: 06 Oct 2026 05:35 AWST (ok)

Priority	Creative	Lane	Why
🟢 Launch	You did everything they asked	Med-failure emotional entry	The account's single biggest untapped lane per Best Ads; competitors' most durable angle (Sollus 231d). Keeps Arrow's visual language, swaps metaphor for feeling.
🟢 Launch	Smiling in the meeting	Smiling-depression destigmatiser	Fully AHPRA-portable, zero live AU competitor. High-functioning audience that current mechanism-led ads miss entirely.
🟡 Launch	Awake the whole time	What-happens-in-a-session education	Unrun in AU; lowers first-visit hesitation. Pairs well as the mid-funnel follow to the two emotional entries.
🟡 Launch	Two questions for your GP	Eligibility qualifier	Feeds the lead-qualification quiz project and pre-screens Medicare eligibility; conservative, referral-first framing suits the active PSR context.

Controls: Arrow (CTR 1.65% · CPR $20.57 · 224 results — account's best CPR, protect as control) · Testing (CTR 1.17% · CPR $36.46 · 411 results — volume workhorse, fatiguing) · Look Different (CTR 1.83% · CPR $31.24 — top CTR quality play) | Banked for next sprint: "They called it treatment-resistant", "You pictured a pill", "Everywhere vs one spot", "Awake before the alarm", "A minute longer in the car", "One ordinary Tuesday"

Notion pages: not created in headless mode

🔗 Confirmation of Important URLs Working

Verifies that critical Neuralia TMS pages load correctly. Updated automatically.

URL	Page Title	Status	Last Checked
neuraliatms.com.au/tms-cost/	TMS Treatment Costs \| How much does TMS Cost?	✅ WORKING	23 Jun 2026
neuraliatms.com.au/	Neuralia TMS Perth \| Drug-free Depression Treatment	✅ WORKING	23 Jun 2026
neuraliatms.com.au/contact-us/	Contact Neuralia TMS \| TMS Perth Clinic	✅ WORKING	23 Jun 2026
neuraliatms.com.au/tms-therapy/	What is TMS?	✅ WORKING	23 Jun 2026
neuraliatms.com.au/booking	Starting your TMS Journey \| Neuralia TMS WA	✅ WORKING	23 Jun 2026
neuraliatms.com.au/dr-shanek-wick/	Dr Shanek Wick \| Specialist Psychiatrist, Perth, WA	✅ WORKING	23 Jun 2026
neuraliatms.com.au/dass/	CES-D \| Neuralia TMS \| TMS Perth Clinic	✅ WORKING	23 Jun 2026
neuralia.snapforms.com.au/form/cesd-dass-v2-...	CESD-DASS-v2 (First Course - LATE PHASE)	✅ WORKING	23 Jun 2026

✅ All 8 URLs verified — all returning HTTP 200 with expected content

Each URL was fetched and confirmed to return valid HTML with the correct page title. No errors, redirects to error pages, or broken content detected.

🕒 Ad Creative Timeline

Data: meta_ads_creative_timeline (launchd) · Last run: 07 Oct 2026 08:00 AWST (ok)

🤖 Recommendation via Meta MCP

Data: Manual Meta MCP recommendation run

🧪 REPLICA (Claude Code Meta MCP)

Data: Manual Claude Code Meta MCP run

REPLICA (Claude Code Meta MCP) tab added. Content coming soon.

🧪 REPLICA v2 CC MCP

Data: Manual Claude Code Meta MCP v2 run

🦀 Summated Ad-Creative Analysis — which ads to stop and scale

Data: ad_creative_analysis.py summated archive (launchd) · Last run: 06 Oct 2026 10:16 AWST (ok)

📊 Summated Ad Recommendations

Data: Summated Ad Recommendations (manual)

📅 Month by Month API CSV

Data: update_dashboard_month_by_month.py (via update_marketing_dashboards_all) · Last run: 08 Oct 2026 04:32 AWST (ok)

Campaign performance grouped by calendar month — data from Meta Ads API

103 rows · Campaign performance grouped by calendar month (Jun 2025 – present)

Reporting starts	Reporting ends	Campaign name	Campaign delivery	Amount spent (AUD)	Clicks (all)	CPC (all) (AUD)	Results	Result indicator	Cost per results	Frequency	CTR (all)	CTR (link click-through rate)	Impressions	Buying type	CPM (cost per 1,000 impressions) (AUD)	old - lead - WA - Typeform	Cost per action type old - lead - WA - Typeform
2025-06-01	2025-06-30	#Albany only - FB Lead Forms - 10/3/25	paused	300.2	171	1.755556	4	lead	75.05	2.543952	1.610018	0.47	10621	AUCTION	28.264759	4	75.05
2025-07-01	2025-07-31	#Albany only - FB Lead Forms - 10/3/25	paused	308.47	200	1.54235	7	lead	44.067143	2.43032	1.549787	0.53	12905	AUCTION	23.903138	7	44.067143
2025-08-01	2025-08-31	#Albany only - FB Lead Forms - 10/3/25	paused	139.75	75	1.863333	5	lead	27.95	1.96778	1.479582	0.57	5069	AUCTION	27.56954	5	27.95
2025-09-01	2025-09-30	#Albany only - FB Lead Forms - 10/3/25	paused	221.45	168	1.318155	5	lead	44.29	2.655529	1.921757	0.56	8742	AUCTION	25.331732	5	44.29
2025-10-01	2025-10-31	#Albany only - FB Lead Forms - 10/3/25	paused	307.61	122	2.521393	5	lead	61.522	2.654832	1.294842	0.54	9422	AUCTION	32.648058	5	61.522
2025-11-01	2025-11-30	#Albany only - FB Lead Forms - 10/3/25	paused	299.46	134	2.234776	4	lead	74.865	2.496397	1.547344	0.61	8660	AUCTION	34.579677	4	74.865
2025-12-01	2025-12-31	#Albany only - FB Lead Forms - 10/3/25	paused	306.44	163	1.88	6	lead	51.073333	2.585863	1.33804	0.48	12182	AUCTION	25.155147	6	51.073333
2026-01-01	2026-01-31	#Albany only - FB Lead Forms - 10/3/25	paused	305.61	194	1.575309	7	lead	43.658571	2.237714	1.578006	0.63	12294	AUCTION	24.858468	7	43.658571
2026-02-01	2026-02-28	#Albany only - FB Lead Forms - 10/3/25	paused	278.49	131	2.125878	4	lead	69.6225	2.410074	1.291404	0.58	10144	AUCTION	27.453667	4	69.6225
2026-03-01	2026-03-31	#Albany only - FB Lead Forms - 10/3/25	paused	46.38	30	1.546	1	lead	46.38	1.564568	2.046385	0.75	1466	AUCTION	31.637108	1	46.38
2025-06-01	2025-06-30	#Best Combo \| MOFU \| 25-03-25	paused	822.79	1488	0.55295		invitee_meeting_scheduled		4.485083	1.860512	0.47	79978	AUCTION	10.287704
2025-07-01	2025-07-31	#Best Combo \| MOFU \| 25-03-25	paused	777.63	1964	0.395942		invitee_meeting_scheduled		8.63798	1.141635	0.28	172034	AUCTION	4.520211
2025-08-01	2025-08-31	#Best Combo \| MOFU \| 25-03-25	paused	763.86	2183	0.349913		invitee_meeting_scheduled		3.517693	4.518546	2.24	48312	AUCTION	15.810979
2025-09-01	2025-09-30	#Best Combo \| MOFU \| 25-03-25	paused	993.03	1795	0.55322		invitee_meeting_scheduled		3.221639	2.955024	0.73	60744	AUCTION	16.347787
2025-10-01	2025-10-31	#Best Combo \| MOFU \| 25-03-25	paused	1064.56	1484	0.717358		invitee_meeting_scheduled		3.242674	2.714717	1.13	54665	AUCTION	19.474252
2025-11-01	2025-11-30	#Best Combo \| MOFU \| 25-03-25	paused	791.59	1286	0.615544		invitee_meeting_scheduled		3.13886	2.2702	0.77	56647	AUCTION	13.974085
2025-12-01	2025-12-31	#Best Combo \| MOFU \| 25-03-25	paused	797.86	1719	0.464142		invitee_meeting_scheduled		3.374994	2.454032	0.72	70048	AUCTION	11.39019
2026-01-01	2026-01-31	#Best Combo \| MOFU \| 25-03-25	paused	689.85	2190	0.315		invitee_meeting_scheduled		3.669205	3.030051	1.43	72276	AUCTION	9.544662
2026-02-01	2026-02-28	#Best Combo \| MOFU \| 25-03-25	paused	566.22	1412	0.401006		invitee_meeting_scheduled		5.683218	2.772269	1.85	50933	AUCTION	11.116958
2026-03-01	2026-03-31	#Best Combo \| MOFU \| 25-03-25	paused	30.27	102	0.296765		invitee_meeting_scheduled		2.737235	4.640582	3.09	2198	AUCTION	13.771611
2025-08-01	2025-08-31	#RM - Dynamic - Bunbury	paused	95.96	7	13.708571		invitee_meeting_scheduled		1.367893	1.711491	0.73	409	AUCTION	234.621027
2025-09-01	2025-09-30	#RM - Dynamic - Bunbury	paused	147.37	16	9.210625		invitee_meeting_scheduled		1.296296	1.474654	0.55	1085	AUCTION	135.824885
2025-10-01	2025-10-31	#RM - Dynamic - Bunbury	paused	277.18	34	8.152353		invitee_meeting_scheduled		1.28904	0.944707	0.64	3599	AUCTION	77.015838
2025-11-01	2025-11-30	#RM - Dynamic - Bunbury	paused	380.41	39	9.754103		invitee_meeting_scheduled		1.388173	0.709995	0.53	5493	AUCTION	69.253595
2025-12-01	2025-12-31	#RM - Dynamic - Bunbury	paused	400.79	47	8.527447		invitee_meeting_scheduled		1.627317	0.733229	0.51	6410	AUCTION	62.525741
2026-01-01	2026-01-31	#RM - Dynamic - Bunbury	paused	163.01	30	5.433667		invitee_meeting_scheduled		1.482219	0.959693	0.83	3126	AUCTION	52.146513
2025-06-01	2025-06-30	Best Combo \| TOFU \| 25-03-25	paused	843.51	2982	0.282867		invitee_meeting_scheduled		2.044296	2.199245	1.28	135592	AUCTION	6.220942
2025-07-01	2025-07-31	Best Combo \| TOFU \| 25-03-25	paused	862.58	2594	0.332529		invitee_meeting_scheduled		2.004833	1.839273	1.38	141034	AUCTION	6.116114
2025-08-01	2025-08-31	Best Combo \| TOFU \| 25-03-25	paused	390.62	1223	0.319395		invitee_meeting_scheduled		1.347212	3.448568	2.61	35464	AUCTION	11.01455
2025-06-01	2025-06-30	Dynamic Ad \| TOFU \| 25-03-25	paused	1822.19	4305	0.423273		invitee_meeting_scheduled		3.142622	3.955747	1.57	108829	AUCTION	16.743607
2025-07-01	2025-07-31	Dynamic Ad \| TOFU \| 25-03-25	paused	2061.12	3118	0.661039		invitee_meeting_scheduled		3.204249	3.281345	1.38	95022	AUCTION	21.690977
2025-08-01	2025-08-31	Dynamic Ad \| TOFU \| 25-03-25	paused	806.7	1729	0.46657		invitee_meeting_scheduled		2.27562	3.950465	2.27	43767	AUCTION	18.431695
2025-08-01	2025-08-31	RM - Dynamic - Armadale	active	170.82	245	0.697224		invitee_meeting_scheduled		2.026808	3.05715	1.31	8014	AUCTION	21.315198
2025-09-01	2025-09-30	RM - Dynamic - Armadale	active	337.57	339	0.995782		invitee_meeting_scheduled		2.699469	2.38112	0.93	14237	AUCTION	23.710754
2025-10-01	2025-10-31	RM - Dynamic - Armadale	active	400.66	467	0.857944		invitee_meeting_scheduled		2.458096	2.57641	0.98	18126	AUCTION	22.10416
2025-11-01	2025-11-30	RM - Dynamic - Armadale	active	388.92	404	0.962673		invitee_meeting_scheduled		2.297473	2.725862	0.99	14821	AUCTION	26.241144
2025-12-01	2025-12-31	RM - Dynamic - Armadale	active	403.98	375	1.07728		invitee_meeting_scheduled		2.368752	2.029111	0.84	18481	AUCTION	21.859207
2026-01-01	2026-01-31	RM - Dynamic - Armadale	active	397.92	392	1.015102		invitee_meeting_scheduled		2.38414	1.990555	0.67	19693	AUCTION	20.206165
2026-02-01	2026-02-28	RM - Dynamic - Armadale	active	362.83	253	1.434111		invitee_meeting_scheduled		2.139319	1.7127	0.68	14772	AUCTION	24.562009
2026-03-01	2026-03-31	RM - Dynamic - Armadale	active	407.31	508	0.801791		invitee_meeting_scheduled		2.270213	2.946636	1.14	17240	AUCTION	23.62587
2026-04-01	2026-04-30	RM - Dynamic - Armadale	active	515.81	473	1.090507		invitee_meeting_scheduled		2.338254	2.370096	0.9	19957	AUCTION	25.846069
2026-05-01	2026-05-31	RM - Dynamic - Armadale	active	1002.08	1040	0.963538		invitee_meeting_scheduled		2.906986	2.245396	0.78	46317	AUCTION	21.635253
2026-06-01	2026-06-30	RM - Dynamic - Armadale	active	1115.99	921	1.211716		invitee_meeting_scheduled		3.041053	2.220187	0.95	41483	AUCTION	26.902346
2026-07-01	2026-07-13	RM - Dynamic - Armadale	active	416.1	394	1.056091		invitee_meeting_scheduled		2.331845	1.840176	0.74	21411	AUCTION	19.433936
2026-03-01	2026-03-31	RM - Dynamic - Como	active	887.34	741	1.19749		invitee_meeting_scheduled		2.17232	2.722563	1.09	27217	AUCTION	32.602418
2026-04-01	2026-04-30	RM - Dynamic - Como	active	1493.73	1210	1.234488		invitee_meeting_scheduled		2.340682	2.493817	0.99	48520	AUCTION	30.785862
2026-05-01	2026-05-31	RM - Dynamic - Como	active	1783.24	1512	1.179392		invitee_meeting_scheduled		2.17238	2.516854	0.98	60075	AUCTION	29.683562
2026-06-01	2026-06-30	RM - Dynamic - Como	active	1865.15	1576	1.183471		invitee_meeting_scheduled		1.989796	2.541444	0.91	62012	AUCTION	30.077243
2026-07-01	2026-07-13	RM - Dynamic - Como	active	710.58	659	1.07827		invitee_meeting_scheduled		1.532891	2.667908	0.96	24701	AUCTION	28.767256
2025-08-01	2025-08-31	RM - Dynamic - HVTMS	active	168.84	387	0.436279		invitee_meeting_scheduled		2.181689	5.059485	1.29	7649	AUCTION	22.073474
2025-09-01	2025-09-30	RM - Dynamic - HVTMS	active	316.84	538	0.588922		invitee_meeting_scheduled		2.558465	3.719837	1.12	14463	AUCTION	21.906935
2025-10-01	2025-10-31	RM - Dynamic - HVTMS	active	339.15	494	0.686538		invitee_meeting_scheduled		2.240165	2.762709	0.88	17881	AUCTION	18.96706
2025-11-01	2025-11-30	RM - Dynamic - HVTMS	active	329.55	514	0.641148		invitee_meeting_scheduled		2.087422	3.660969	1.39	14040	AUCTION	23.472222
2025-12-01	2025-12-31	RM - Dynamic - HVTMS	active	340.49	539	0.631707		invitee_meeting_scheduled		2.089263	2.93733	1.02	18350	AUCTION	18.555313
2026-01-01	2026-01-31	RM - Dynamic - HVTMS	active	337.03	573	0.588185		invitee_meeting_scheduled		2.273261	2.208348	0.77	25947	AUCTION	12.98917
2026-02-01	2026-02-28	RM - Dynamic - HVTMS	active	306.41	311	0.985241		invitee_meeting_scheduled		2.32085	2.108618	0.79	14749	AUCTION	20.774968
2026-03-01	2026-03-31	RM - Dynamic - HVTMS	active	1061.55	993	1.069033		invitee_meeting_scheduled		3.143301	2.887131	1.13	34394	AUCTION	30.864395
2026-04-01	2026-04-30	RM - Dynamic - HVTMS	active	1518.6	1254	1.211005		invitee_meeting_scheduled		3.506893	2.7236	1.17	46042	AUCTION	32.982929
2026-05-01	2026-05-31	RM - Dynamic - HVTMS	active	1818.55	1341	1.356115		invitee_meeting_scheduled		3.448664	2.303728	0.94	58210	AUCTION	31.241196
2026-06-01	2026-06-30	RM - Dynamic - HVTMS	active	918.68	689	1.333353		invitee_meeting_scheduled		3.048818	2.024268	0.81	34037	AUCTION	26.990628
2026-07-01	2026-07-13	RM - Dynamic - HVTMS	active	278.74	305	0.913902		invitee_meeting_scheduled		2.146729	1.964826	0.7	15523	AUCTION	17.956581
2025-08-01	2025-08-31	RM - Dynamic - Kardinya	active	167.69	351	0.477749		invitee_meeting_scheduled		1.629319	3.54438	1.12	9903	AUCTION	16.933253
2025-09-01	2025-09-30	RM - Dynamic - Kardinya	active	334.58	416	0.804279		invitee_meeting_scheduled		1.720258	2.688728	1.09	15472	AUCTION	21.624871
2025-10-01	2025-10-31	RM - Dynamic - Kardinya	active	400.29	454	0.881696		invitee_meeting_scheduled		1.730247	2.76055	0.93	16446	AUCTION	24.339657
2025-11-01	2025-11-30	RM - Dynamic - Kardinya	active	389.18	483	0.805756		invitee_meeting_scheduled		1.692581	3.173873	0.99	15218	AUCTION	25.573663
2025-12-01	2025-12-31	RM - Dynamic - Kardinya	active	402.69	444	0.906959		invitee_meeting_scheduled		1.821775	2.624579	1.09	16917	AUCTION	23.803866
2026-01-01	2026-01-31	RM - Dynamic - Kardinya	active	399.22	404	0.988168		invitee_meeting_scheduled		1.747391	2.388695	0.92	16913	AUCTION	23.604328
2026-02-01	2026-02-28	RM - Dynamic - Kardinya	active	362.07	318	1.138585		invitee_meeting_scheduled		2.028356	2.51165	1.14	12661	AUCTION	28.597267
2026-03-01	2026-03-31	RM - Dynamic - Kardinya	active	1064.99	1007	1.057587		invitee_meeting_scheduled		2.281539	2.810729	1.07	35827	AUCTION	29.725905
2026-04-01	2026-04-30	RM - Dynamic - Kardinya	active	1489.49	1342	1.109903		invitee_meeting_scheduled		2.112721	2.70701	1.11	49575	AUCTION	30.045184
2026-05-01	2026-05-31	RM - Dynamic - Kardinya	active	1796.86	1444	1.244363		invitee_meeting_scheduled		2.305994	2.143546	0.79	67365	AUCTION	26.673495
2026-06-01	2026-06-30	RM - Dynamic - Kardinya	active	1864.46	1703	1.094809		invitee_meeting_scheduled		2.402361	1.950812	0.72	87297	AUCTION	21.357664
2026-07-01	2026-07-13	RM - Dynamic - Kardinya	active	710.2	672	1.056845		invitee_meeting_scheduled		1.830851	1.973452	0.84	34052	AUCTION	20.856337
2025-08-01	2025-08-31	RM - Dynamic - Moonee Ponds	active	168.83	786	0.214796		invitee_meeting_scheduled		1.954074	7.729374	2.95	10169	AUCTION	16.602419
2025-09-01	2025-09-30	RM - Dynamic - Moonee Ponds	active	298.45	853	0.349883		invitee_meeting_scheduled		2.225663	6.312907	2.43	13512	AUCTION	22.087774
2025-10-01	2025-10-31	RM - Dynamic - Moonee Ponds	active	307.58	949	0.32411		invitee_meeting_scheduled		2.189815	6.01318	2.46	15782	AUCTION	19.489292
2025-11-01	2025-11-30	RM - Dynamic - Moonee Ponds	active	299.21	814	0.36758		invitee_meeting_scheduled		1.948571	6.281834	2.72	12958	AUCTION	23.090755
2025-12-01	2025-12-31	RM - Dynamic - Moonee Ponds	active	308.67	752	0.410465		invitee_meeting_scheduled		1.987196	5.444147	2.73	13813	AUCTION	22.34634
2026-01-01	2026-01-31	RM - Dynamic - Moonee Ponds	active	305.43	984	0.310396		invitee_meeting_scheduled		2.102519	4.586985	1.99	21452	AUCTION	14.237833
2026-02-01	2026-02-28	RM - Dynamic - Moonee Ponds	active	278.97	483	0.577578		invitee_meeting_scheduled		2.056542	3.826955	1.7	12621	AUCTION	22.103637
2026-03-01	2026-03-31	RM - Dynamic - Moonee Ponds	active	315.46	472	0.668347		invitee_meeting_scheduled		2.395287	5.80423	2.68	8132	AUCTION	38.792425
2026-04-01	2026-04-30	RM - Dynamic - Moonee Ponds	active	294.94	504	0.585198		invitee_meeting_scheduled		2.396527	7.608696	2.94	6624	AUCTION	44.525966
2026-05-01	2026-05-31	RM - Dynamic - Moonee Ponds	active	305.98	473	0.646892		invitee_meeting_scheduled		2.529585	6.872003	2.85	6883	AUCTION	44.454453
2026-06-01	2026-06-30	RM - Dynamic - Moonee Ponds	active	1088.09	1609	0.676252		invitee_meeting_scheduled		2.739689	5.505184	2.2	29227	AUCTION	37.228932
2026-07-01	2026-07-13	RM - Dynamic - Moonee Ponds	active	456.59	783	0.583129		invitee_meeting_scheduled		2.03927	4.611036	2.01	16981	AUCTION	26.888287
2025-08-01	2025-08-31	RM - Dynamic - Pax	active	169.63	359	0.472507		invitee_meeting_scheduled		1.853792	4.410319	1.41	8140	AUCTION	20.839066
2025-09-01	2025-09-30	RM - Dynamic - Pax	active	298.36	372	0.802043		invitee_meeting_scheduled		2.125411	3.02759	1.08	12287	AUCTION	24.282575
2025-10-01	2025-10-31	RM - Dynamic - Pax	active	307.78	379	0.812084		invitee_meeting_scheduled		2.156073	3.103505	1.24	12212	AUCTION	25.203079
2025-11-01	2025-11-30	RM - Dynamic - Pax	active	297.82	392	0.759745		invitee_meeting_scheduled		1.938421	3.588758	1.19	10923	AUCTION	27.265403
2025-12-01	2025-12-31	RM - Dynamic - Pax	active	309.14	399	0.774787		invitee_meeting_scheduled		1.996663	2.899077	1.05	13763	AUCTION	22.461673
2026-01-01	2026-01-31	RM - Dynamic - Pax	active	306.49	471	0.650722		invitee_meeting_scheduled		2.056044	2.426959	0.85	19407	AUCTION	15.792755
2026-02-01	2026-02-28	RM - Dynamic - Pax	active	278.97	308	0.905747		invitee_meeting_scheduled		2.104475	2.434783	0.97	12650	AUCTION	22.052964
2026-03-01	2026-03-31	RM - Dynamic - Pax	active	1062.67	884	1.202115		invitee_meeting_scheduled		2.639567	3.324433	1.42	26591	AUCTION	39.963521
2026-04-01	2026-04-30	RM - Dynamic - Pax	active	1546.98	1181	1.30989		invitee_meeting_scheduled		2.739642	3.07408	1.28	38418	AUCTION	40.267062
2026-05-01	2026-05-31	RM - Dynamic - Pax	active	1884.61	1218	1.547299		invitee_meeting_scheduled		2.785934	2.361564	0.99	51576	AUCTION	36.540445
2026-06-01	2026-06-30	RM - Dynamic - Pax	active	1582.72	1151	1.375083		invitee_meeting_scheduled		2.801705	2.382677	1.06	48307	AUCTION	32.763782
2026-07-01	2026-07-13	RM - Dynamic - Pax	active	565.07	427	1.323349		invitee_meeting_scheduled		1.779732	2.01939	0.9	21145	AUCTION	26.723575
2025-06-01	2025-06-30	kbd_TOFU_VIC_leads_typeform_quiz (NEWoct24)	paused	150.22	492	0.305325		lead		3.174748	3.066949	0.69	16042	AUCTION	9.364169
2025-07-01	2025-07-31	kbd_TOFU_VIC_leads_typeform_quiz (NEWoct24)	paused	155.98	772	0.202047		lead		9.781977	0.86205	0.16	89554	AUCTION	1.741742
2025-08-01	2025-08-31	kbd_TOFU_VIC_leads_typeform_quiz (NEWoct24)	paused	67.78	300	0.225933		lead		1.588707	6.581834	3.12	4558	AUCTION	14.870557
2025-06-01	2025-06-30	kbd_TOFU_WA_leads_typeform_quiz (oct24)	paused	444.34	907	0.489901		lead		5.05472	1.45895	0.48	62168	AUCTION	7.147407
2025-07-01	2025-07-31	kbd_TOFU_WA_leads_typeform_quiz (oct24)	paused	581.6	939	0.619382		lead		11.636689	0.473384	0.18	198359	AUCTION	2.932058
2025-08-01	2025-08-31	kbd_TOFU_WA_leads_typeform_quiz (oct24)	paused	140.82	475	0.296463		lead		1.754389	4.850403	2.91	9793	AUCTION	14.379659

📄 Open full spreadsheet in Google Sheets →

⚠️ Notes

Data pulled via Meta API weekly (Monday 3:30 AM AWST) — one row per campaign per month
Includes all campaigns from June 2025 onwards
Scroll right to see all columns, or open the full sheet link above

📅 Mx Appts

Data: update_dashboard_mx_appts.py (via update_marketing_dashboards_all) · Last run: 08 Oct 2026 04:32 AWST (ok)

Maintenance appointment data from Google Sheets · Last updated: 08 Oct 2026 04:31 AWST

#	Name	Dates of Mx Appts	Total Mx Appts	Days Between Last 2 Appts
No data available

📊 Gap Legend

Green — ≤60 days between last two appointments (healthy frequency)
Yellow — 61–90 days (moderate gap, may need follow-up)
Red — >90 days (long gap, re-engagement candidate)
— — Only 1 appointment on record (no gap to calculate)

🔗 Active Landing Page URLs

Data: update_dashboard_landing_pages.py (via update_marketing_dashboards_all) · Last run: 08 Oct 2026 04:32 AWST (ok)

Ad creatives with link URLs — last 60 days, Active & Learning Limited only

53 active ad creatives · Columns A–Q from "Ads < 60 days from API + URL"

Reporting starts	Reporting ends	Ad name	Ad delivery	link_url	Results	Result indicator	Amount spent (AUD)	Impressions	Reach	Frequency	CPM (cost per 1,000 impressions) (AUD)	Link clicks
2026-05-14	2026-07-13	Como - Human Struggle	Active	https://www.neuraliatms.com.au/next-step/	37	invitee_meeting_scheduled	3179.27	104515	45203	2.312125	30.41927	1027
2026-05-14	2026-07-13	Kardinya - work out	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...	43	invitee_meeting_scheduled	2653.09	120961	48928	2.472224	21.933433	874
2026-05-14	2026-07-13	Pax - A new way	Active	https://www.neuraliatms.com.au/next-step/	23	invitee_meeting_scheduled	1198.35	40914	17710	2.31022	29.289485	421
2026-05-14	2026-07-13	Moonee Ponds - Look Different	Active	https://www.neuraliatms.com.au/next-step/	50	invitee_meeting_scheduled	1173.59	31294	11213	2.790868	37.502077	698
2026-05-14	2026-07-13	Armadale - Neuro	Active	https://www.neuraliatms.com.au/next-step/	24	invitee_meeting_scheduled	1008.55	32584	10944	2.977339	30.952308	337
2026-05-14	2026-07-13	Armadale - Work out	Active	https://www.neuraliatms.com.au/next-step/	12	invitee_meeting_scheduled	778.7	40407	15933	2.536057	19.271413	303
2026-05-14	2026-07-13	HVTMS - Arrow	Active	https://www.hvtms.com.au/?utm_source=Meta&utm_medium=FB%2FIG...	3	invitee_meeting_scheduled	338.42	15499	7639	2.02893	21.834957	111
2026-05-14	2026-07-13	Kardinya - Testing – Copy 3	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...	7	invitee_meeting_scheduled	276.48	10531	7191	1.464469	26.253917	98
2026-05-14	2026-07-13	Armadale - Testing	Active	https://www.neuraliatms.com.au/next-step/	7	invitee_meeting_scheduled	245.33	14938	7498	1.992265	16.423216	106
2026-05-14	2026-07-13	Moonee Ponds - First option	Active	https://www.neuraliatms.com.au/next-step/	15	invitee_meeting_scheduled	222.79	7755	5100	1.520588	28.728562	151
2026-05-14	2026-07-13	Kardinya - Option	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...	7	invitee_meeting_scheduled	216.21	10460	7057	1.482216	20.670172	90
2026-05-14	2026-07-13	Kardinya - Arrow	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...	3	invitee_meeting_scheduled	174.28	7856	5246	1.497522	22.184318	43
2026-05-14	2026-07-13	Moonee Ponds - Arrow	Active	https://www.neuraliatms.com.au/next-step/	13	invitee_meeting_scheduled	170.54	6774	4287	1.580126	25.175672	130
2026-05-14	2026-07-13	Pax - Look Different	Active	https://www.pax-tms.com.au/?utm_source=Meta&utm_medium=FB%2F...	2	invitee_meeting_scheduled	147.22	4737	3494	1.355753	31.078742	36
2026-05-14	2026-07-13	HVTMS - Too many tabs	Active	https://www.hvtms.com.au/?utm_source=Meta&utm_medium=FB%2FIG...	1	invitee_meeting_scheduled	125.14	6922	3514	1.969835	18.07859	52
2026-05-14	2026-07-13	Como - Human Struggle	Active	https://www.neuraliatms.com.au/next-step/	1	invitee_meeting_scheduled	107.79	4298	3093	1.389589	25.079107	60
2026-05-14	2026-07-13	Como - Machine 1	Active	https://www.neuraliatms.com.au/next-step/	1	invitee_meeting_scheduled	99.46	3508	2625	1.336381	28.352338	37
2026-05-14	2026-07-13	Moonee Ponds - Plug in	Active	https://www.corticaltms.com.au/?utm_source=Meta&utm_medium=F...	5	invitee_meeting_scheduled	94.49	2915	2053	1.419873	32.415094	83
2026-05-14	2026-07-13	Pax - Plug in	Active	https://www.pax-tms.com.au/?utm_source=Meta&utm_medium=FB%2F...	2	invitee_meeting_scheduled	78.69	2275	1749	1.300743	34.589011	20
2026-05-14	2026-07-13	Armadale - Arrow	Active	https://www.neuraliatms.com.au/next-step/	1	invitee_meeting_scheduled	77.23	3546	2483	1.428111	21.77947	23
2026-05-14	2026-07-13	Kardinya - Plug in	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...			58.13	2289	2008	1.13994	25.395369	15
2026-05-14	2026-07-13	Kardinya - Neuroplasticy	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...			49.81	1579	1420	1.111972	31.545282	24
2026-05-14	2026-07-13	Moonee Ponds - Neuroplasticity	Active	https://www.corticaltms.com.au/?utm_source=Meta&utm_medium=F...	1	invitee_meeting_scheduled	31.52	753	623	1.208668	41.85923	35
2026-05-14	2026-07-13	Moonee Ponds - Chemistry	Active	https://www.corticaltms.com.au/?utm_source=Meta&utm_medium=F...	1	invitee_meeting_scheduled	30.08	803	687	1.16885	37.459527	23
2026-05-14	2026-07-13	Como - A new way	Active	https://www.neuraliatms.com.au/next-step/			28.86	856	711	1.203938	33.714953	4
2026-05-14	2026-07-13	HVTMS - Same thoughts	Active	https://www.hvtms.com.au/?utm_source=Meta&utm_medium=FB%2FIG...			27.98	1342	829	1.618818	20.849478	9
2026-05-14	2026-07-13	Kardinya - Testing – Copy 6	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...			24.16	1185	1051	1.127498	20.388186	10
2026-05-14	2026-07-13	Como - Chemistry	Active	https://www.neuraliatms.com.au/next-step/	1	invitee_meeting_scheduled	22.57	798	647	1.233385	28.283208	4
2026-05-14	2026-07-13	Kardinya - Chemistry	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...			19.74	805	714	1.127451	24.521739	4
2026-05-14	2026-07-13	Armadale - recalibration	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...			18.07	722	535	1.349533	25.027701	10
2026-05-14	2026-07-13	Armadale - machine 1	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...	1	invitee_meeting_scheduled	12.98	490	441	1.111111	26.489796	3
2026-05-14	2026-07-13	Armadale - plug in	Active	https://www.neuraliatms.com.au/next-step/			12.83	433	340	1.273529	29.630485	4
2026-05-14	2026-07-13	Armadale - New pattern	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...			12.5	460	395	1.164557	27.173913	1
2026-05-14	2026-07-13	Armadale - Look Different	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...			11.24	455	371	1.226415	24.703297	6
2026-05-14	2026-07-13	Armadale - 11.1	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...			10.52	476	372	1.27957	22.10084	4
2026-05-14	2026-07-13	Armadale - Chemistry	Active	https://www.neuraliatms.com.au/next-step/			7.69	229	178	1.286517	33.580786	1
2026-05-14	2026-07-13	Como - Not your first	Active	https://www.neuraliatms.com.au/next-step/	1	invitee_meeting_scheduled	7.01	293	275	1.065455	23.924915	2
2026-05-14	2026-07-13	HVTMS - Progress	Active	https://www.hvtms.com.au/?utm_source=Meta&utm_medium=FB%2FIG...			5.52	182	140	1.3	30.32967
2026-05-14	2026-07-13	Como - Different Science	Active	https://www.neuraliatms.com.au/next-step/			5.38	200	173	1.156069	26.9
2026-05-14	2026-07-13	Armadale - Right one	Active	https://www.neuraliatms.com.au/next-step/			2.33	113	75	1.506667	20.619469
2026-05-14	2026-07-13	Kardinya - Testing – Copy 2	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...			2.33	69	61	1.131148	33.768116	1
2026-04-22	2026-06-21	Armadale - Arrow	Active	https://www.neuraliatms.com.au/next-step/			24.69	945	721	1.31068	26.126984	3
2026-04-22	2026-06-21	Pax - upgrade	Active	https://www.pax-tms.com.au/?utm_source=Meta&utm_medium=FB%2F...			20.4	602	508	1.185039	33.887043	6
2026-04-22	2026-06-21	Kardinya - Testing – Copy 3	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...	2	invitee_meeting_scheduled	18.31	650	490	1.326531	28.169231	7
2026-04-22	2026-06-21	HVTMS - Testing – Copy 6	Active	https://www.hvtms.com.au/?utm_source=Meta&utm_medium=FB%2FIG...			12.97	342	257	1.330739	37.923977
2026-04-22	2026-06-21	Armadale - 11.1	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...			12.94	453	359	1.261838	28.565121	2
2026-04-22	2026-06-21	Moonee Ponds - Arrow	Active	https://www.neuraliatms.com.au/next-step/			12.75	348	283	1.229682	36.637931	9
2026-04-22	2026-06-21	Armadale - Look Different	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...			12.33	503	398	1.263819	24.512922	5
2026-04-22	2026-06-21	Armadale - Chemistry	Active	https://www.neuraliatms.com.au/next-step/			9.93	294	227	1.295154	33.77551	2
2026-04-22	2026-06-21	Pax - human struggle	Active	https://www.pax-tms.com.au/?utm_source=Meta&utm_medium=FB%2F...			7.69	245	217	1.129032	31.387755	1
2026-04-22	2026-06-21	Como - Different Science	Active	https://www.neuraliatms.com.au/next-step/			6.93	217	187	1.160428	31.935484
2026-04-22	2026-06-21	Kardinya - Testing – Copy 2	Active	https://www.neuraliatms.com.au/?utm_source=Meta&utm_medium=F...			2.88	95	82	1.158537	30.315789	1
2026-04-22	2026-06-21	Armadale - Right one	Active	https://www.neuraliatms.com.au/next-step/			1.94	97	69	1.405797	20

📄 Open full spreadsheet in Google Sheets →

⚠️ Notes

Data pulled via Meta API weekly (Monday 3:35 AM AWST) — shows Active & Learning Limited ads only
Scroll right to see all columns, or open the full sheet link above

🧠 Neuralia TMS — Meta Ads Dashboard

✅ Human FB Checklist

📈 MIP Numbers

📌 KPIs

🧠 Current TMS Patients

📣 LEAD GENERATION (Facebook Data)

📈 CTR Trend (Link Click-Through Rate)

💰 Spend & CPC

🎯 Results & Cost Per Result

👀 Impressions

📘 Facebook Ad Budget per month

📅 CALENDLY

📅 Calendly Appointments (Monthly)

📊 7-Day Calendly Capacity Snapshot

📹 Booking Video Page Views (Monthly)

🔄 Conversion Ratio

🩺 Weekly GP Referrals

🗂️ Waitlist Journey Board

⏳ Oldest Dates

🆕 Most Recent Dates

🧠 Current TMS Patients

🎨 Ad Creative Performance (All-time)

Top 20 Creatives by Results

Creative Breakdown

📊 Creatives GS

🎨 Ad Creative Performance (Last 60 Days)

Top 20 Creatives by Results

Creative Breakdown

📖 Ad Creative LEGEND

🏥 Clinic Performance

CTR by Clinic Over Time

Clinic Rankings (from last 60 days)

🏥 Current TMS Patients by Clinic

Latest Week (05/10/2026) — Clinic Breakdown

Total Patients Trend (16 weeks)

⚖️ Campaign Verdict

💰 Financial Summary

🟢 SCALE — Pour Fuel on These

🟡 HOLD — Monitor These

🔴 FIX or KILL — Burning Cash

💬 Plain English Summary

🌏 The Big Story

📈 The Numbers — Start vs Now

🏪 Why Click Rate Matters

🗞️ Why Costs Went Up

🎬 "Testing – Copy 8" — The Overplayed Song

🌟 The Hidden Gem — "First option"

🏥 The Clinic Leaderboard

🏆 The Business Scoreboard

👨🏼‍💼 Monthly Campaign Breakdown (Aug 2025 – Oct 2026)

📊 Monthly Summary Table

💰 Spend vs Results

📈 CTR & CPC Trend

🎯 Cost Per Result Trend

👀 Impressions & CPM

🏆 Month-over-Month Changes

📅 Month by Month API CSV

⚠️ Notes

💰 ROAS Table

🤴 5 CEO Questions

❶ Compared to the previous month, am I getting more CLICKS than the month before that?

❷ Compared to the previous month, am I getting more RESULTS (Calendly Appts) than the month before that?

❸ Compared to the previous month, am I getting more GP Referrals than the month before that?

❹ Are my ads getting more efficient, less efficient, or the same?

❺ What is my ROAS?

🏆 Best Ads Analysis — 6 October 2026

Executive Summary

Top 5 Ads — Scorecard

PASS 1: Per-ad teardown

1. Look Different — HOLD

2. Arrow — SCALE

3. new patterns — FIX

4. Plug in — STOP

5. Testing — HOLD

PASS 2: Cross-ad synthesis

PASS 3: Strategic recommendations

🎯 New Ad Creative Ideas — 6 October 2026

📍 Sprint Focus

🪝 Hook Bank (10 New Hooks)

MECHANISM 1: Pain-Twist / Medication Fatigue