Ads Weekly Report — W19 | May 4

1. Executive Pulse

📘 Meta

This week spend surged +48.6% to $7,824, driving +36.7% more trials (175) and a marginal +0.6% lift in total leads (948), but CPL worsened +47.6% to $8.25 — primarily due to US campaigns burning $3,508 for only 13 leads at $269.88 CPL. India's Kaliber-Test campaign at $11.81 CPL / 96 trials is the standout performer, while ROW (Africa) is delivering volume leads at $1.29 CPL.

📗 Google Ads

Spend increased 13.5% WoW to $39.3K but conversions declined 3.9% to 1,824, pushing Cost/Conv up 18.1% to $21.52. LATAM remains the efficiency engine with $14 CPA and 48% of conversions, while US campaigns are severely underperforming at $106 CPA with only 4.3% conversion share.

2. Meta Ad Report

Volume

Metric	This Week	Last Week	WoW
Spend	$7,824.24	$5,264.21	▲ +48.6%
Impressions	6,983,847	8,394,421	▼ -16.8%
Link Clicks	22,646	14,070	▲ +61.0%
CTR	0.32%	0.17%	▲ +93.5%
CPC	$0.35	$0.37	▼ -5.4%

Conversions

Metric	This Week	Last Week	WoW
Lead Form	773	814	▼ -5.0%
Trials	175	128	▲ +36.7%
Demo Leads	204	177	▲ +15.3%
Total Leads	948	942	▲ +0.6%
CPL	$8.25	$5.59	▲ +47.6%

Leads Breakdown

Metric	Spend	Leads	Paid (HS)	Cost/Paid	WoW (est.)
Lead Form	$1,000.38	773	6	$166.73	—
Website Trial	$7,324.78	175	1	$7,324.78	—
Demo (Complete Reg.)	—	204	—	—	—

* WoW (est.) based on Paid (HS)

5. Regional Budget Allocation

Region	Spend	% Budget	Trials	Lead Form	Demo	Total Leads	CPL
Paid (HS)
🇮🇳 India	$1,896.37	24.2%	114	0	37	114	$16.63	—
🇺🇸 United States	$3,508.49	44.8%	13	0	1	13	$269.88	—
🌍 Rest of World	$1,168.61	14.9%	40	752	158	792	$29.22	7
🌙 Middle East	$313.81	4.0%	6	0	1	6	$52.30	—
🇪🇺 Europe	$936.96	12.0%	2	21	7	23	$468.48	—
Total	$7,824.24	100.0%	175	773	204	948	$44.71	7

3. Platform Breakdown

Campaign	Obj.	Status	Spend ⇅	Impr. ⇅	Link Clicks ⇅	CTR ⇅	CPC ⇅	Lead Form ⇅	Trials ⇅	Demo ⇅	Total Leads ⇅	CPL ⇅
Wati_Meta_US_IG_LeadGen	—	⏸ PAUSED	$1,264.57	13,354	93	0.70%	$13.60	0	5	—	5	$252.91
Wati_IN_EN_FB_Test_LeadGen_Prospecting_Desktop_Kaliber-Test	—	🟢 ACTIVE	$1,134.22	636,311	2,066	0.32%	$0.55	0	96	36	96	$11.81
Wati_US_EN_Social_I_WhatsApp-Business-API-MDF_StartTrial	—	🟢 ACTIVE	$958.20	9,002	90	1.00%	$10.65	0	2	—	2	$479.10
Wati_Meta_US_IG_LeadGen_StartTrial	—	🟢 ACTIVE	$799.25	5,337	67	1.26%	$11.93	0	4	1	4	$199.81
Wati_Africa_Lead	—	🟢 ACTIVE	$550.19	778,150	6,769	0.87%	$0.08	752	2	157	754	$0.73
Wati_US_EN_Social_I_WhatsApp-Business-API-MDF	—	⏸ PAUSED	$486.47	3,484	375	10.76%	$1.30	0	2	—	2	$243.24
Wati_IN_EN_Social_I_WhatsApp-Business-API-MDF_StartTrial	—	🟢 ACTIVE	$467.80	149,889	435	0.29%	$1.08	0	5	1	5	$93.56
Wati_UK_Lead	—	🟢 ACTIVE	$450.19	8,011	98	1.22%	$4.59	21	1	7	22	$20.46
Wati_EG_Traffic	—	🟢 ACTIVE	$313.81	3,029,602	4,299	0.14%	$0.07	0	6	1	6	$52.30
Wati_IN_EN_Social_I_WhatsApp-Business-API-MDF	—	⏸ PAUSED	$293.26	65,062	5,194	7.98%	$0.06	0	13	—	13	$22.56
Wati_Africa_Traffic	—	🟢 ACTIVE	$218.55	1,290,140	1,810	0.14%	$0.12	0	13	1	13	$16.81
Wati_UK_Traffic	—	🟢 ACTIVE	$162.30	359,428	10	0.00%	$16.23	0	0	—	0	—
Wati_GB_EN_Social_I_WhatsApp-Business-API_StartTrial	—	🟢 ACTIVE	$152.71	3,309	32	0.97%	$4.77	0	1	—	1	$152.71
Wati_AF_EN_Social_I_WhatsApp-Business-API_StartTrial	—	🟢 ACTIVE	$141.97	42,780	302	0.71%	$0.47	0	16	—	16	$8.87
Wati_GB_EN_Social_I_WhatsApp-Business-API	—	⏸ PAUSED	$108.04	1,432	59	4.12%	$1.83	0	0	—	0	—
Wati_TR_Traffic	—	🟢 ACTIVE	$104.55	556,930	747	0.13%	$0.14	0	0	—	0	—
Wati_AF_EN_Social_I_WhatsApp-Business-API	—	⏸ PAUSED	$93.59	17,483	120	0.69%	$0.78	0	9	—	9	$10.40
Wati_GB_EMEA_Meta_Remarket_BOFU_SignUp	—	🟢 ACTIVE	$63.72	6,058	43	0.71%	$1.48	0	0	—	0	—
Wati_TR_EN_Social_I_WhatsApp-Business-API_StartTrial	—	🟢 ACTIVE	$36.68	5,832	25	0.43%	$1.47	0	0	—	0	—
Wati_TR_EN_Social_I_WhatsApp-Business-API	—	⏸ PAUSED	$23.08	2,198	11	0.50%	$2.10	0	0	—	0	—
Wati_IN_EN_Social_I_Instagram-Automation_StartTrial	—	🟢 ACTIVE	$1.09	55	1	1.82%	$1.09	0	0	—	0	—
Total			$7,824.24	6,983,847	22,646	0.32%	$0.35	773	175	204	948	$8.25

6. Flags & Observations

📘 Meta

⚠️ US CPL crisis: $269.88 CPL on $3,508 spend
US region spent $3,508.49 (45% of total budget) and generated only 13 leads at $269.88 CPL — far above any viable acquisition cost. 'Wati_US_EN_Social_I_WhatsApp-Business-API-MDF_StartTrial' alone spent $958.20 for 2 trials at $479.10 CPL with CPM of $106.44. 'Wati_Meta_US_IG_LeadGen' spent $1,264.57 for 5 leads at $252.91 CPL. Immediate budget reallocation from US to India required.
⚠️ CTR anomaly: 'Wati_US_EN_Social_I_WhatsApp-Business-API-MDF' CTR at 10.76%
Campaign 'Wati_US_EN_Social_I_WhatsApp-Business-API-MDF' reports CTR of 10.76% — statistically implausible for a standard feed campaign and likely indicates misconfigured click tracking (All Clicks inflated by link expansions or ad interactions). Spend $486.47 yielded only 2 leads at $243.24 CPL. Audit pixel and click attribution settings immediately.
⚠️ India Kaliber-Test: 96 trials at $11.81 CPL — top performer
'Wati_IN_EN_FB_Test_LeadGen_Prospecting_Desktop_Kaliber-Test' spent $1,134.22 and delivered 96 trials at $11.81 CPL with CPM of $1.78 — the most efficient trial acquisition across all campaigns this week. CTR at 0.32% is below 0.5% threshold but volume and CPL justify continued scaling.
⚠️ CTR below 0.5% threshold: 3 campaigns underperforming on engagement
'Wati_IN_EN_FB_Test_LeadGen_Prospecting_Desktop_Kaliber-Test' CTR 0.32%, 'Wati_IN_EN_Social_I_WhatsApp-Business-API-MDF_StartTrial' CTR 0.29%, and 'Wati_EG_Traffic' CTR 0.14% — all below the 0.5% alert threshold. Egypt Traffic campaign spent $313.81 for only 6 leads at $52.30 CPL with near-zero CPM ($0.10), suggesting broad but disengaged targeting.
⚠️ Africa ROW: 754 leads at $0.73 CPL on $550 spend
'Wati_Africa_Lead' spent $550.19 and generated 752 lead form completions + 2 trials (754 total) at $0.73 CPL — the highest lead volume and lowest CPL in the account. Budget share at only 7% of total spend; increasing allocation here would directly reduce blended CPL.

📗 Google Ads

⚠️ US Market Hemorrhaging Efficiency
US spend of $8,304 (21% of budget) generating only 78 conversions at $106 CPA — nearly 5x worse than LATAM. This region is dragging down overall account performance.
⚠️ Cost Per Conversion Deteriorating
CPA increased 18.1% WoW while conversion volume fell 3.9% — suggests budget allocation inefficiency and potential quality score or creative fatigue issues across campaigns.
⚠️ LATAM Demo Trial Campaign Excellence
BR LATAM Pmax demo trial delivering exceptional **$3 CPA with 234 conversions** — this is a proven winner that deserves increased investment and scaling.
⚠️ ROW Africa Campaign Performing Well
Wati_Africa_PMax_Prospecting achieving **$11 CPA with 123 conversions** — strong efficiency in an underspent region ($1,364 spend).

7. Proposed Actions

📘 Meta

Execute — High Confidence

▶ Reduce 'Wati_US_EN_Social_I_WhatsApp-Business-API-MDF_StartTrial' daily budget by 70% immediately — $958 spent for 2 trials at $479 CPL is unsustainable
▶ Reduce 'Wati_Meta_US_IG_LeadGen' daily budget by 50% — $1,264 for 5 leads at $252.91 CPL; reallocate savings to India Kaliber-Test
▶ Increase 'Wati_IN_EN_FB_Test_LeadGen_Prospecting_Desktop_Kaliber-Test' daily budget by 40% — 96 trials at $11.81 CPL with headroom at CPM $1.78
▶ Increase 'Wati_Africa_Lead' daily budget by 30% — 754 leads at $0.73 CPL with CPM $0.71 indicates significant unmet scale
▶ Audit click tracking configuration on 'Wati_US_EN_Social_I_WhatsApp-Business-API-MDF' — 10.76% CTR is anomalous; pause if pixel misconfiguration is confirmed

Monitor

• Pause 'Wati_US_EN_Social_I_WhatsApp-Business-API-MDF_StartTrial' if CPL > $200 by 2025-08-01
• Pause 'Wati_Meta_US_IG_LeadGen' if CPL > $150 by 2025-08-01
• Scale back 'Wati_IN_EN_FB_Test_LeadGen_Prospecting_Desktop_Kaliber-Test' if CPL rises above $20 by 2025-08-03
• Alert if 'Wati_Africa_Lead' CPL exceeds $2.00 after budget increase by 2025-08-03
• Alert if blended account CPL exceeds $12.00 week-over-week by 2025-08-04

📗 Google Ads

Execute — High Confidence

▶ Immediately reduce US campaign spend by 40-50% and reallocate to proven LATAM and ROW campaigns; investigate US landing page conversion rates and audience targeting
▶ Scale LATAM BR demo trial campaign (+50% budget increase) — it's the clear efficiency leader and has room to grow within the region
▶ Conduct creative audit across all campaigns with CPA >$25 (Europe, ME, US) to identify ad fatigue, messaging misalignment, or poor audience-creative fit
▶ Test incrementally increasing Africa/ROW budget allocation from 8% to 12% of total spend — validate if efficiency holds at higher volume
▶ Implement bid adjustments: reduce US by -30%, increase LATAM by +20%, hold ROW/GCR/IN flat pending performance stabilization

Monitor

• Track daily conversion volume by region — flag if LATAM falls below 500/week or CPA exceeds $16
• Monitor BR demo trial campaign for saturation signals (declining CTR/conversion rate week-over-week)
• Audit US campaign keywords, landing pages, and audience overlap weekly to identify root cause of $106 CPA
• Compare Cost/Conv trend daily against baseline $21.52 — set alert if it increases >5% in next 3 days
• Validate ROW Africa campaign scalability by testing +25% daily budget increase and tracking CPA stability

8. Look-Ahead

📘 Meta

→ US Budget Efficiency: With US consuming 45% of spend at $269.88 CPL, a structural review of US audience targeting and offer-market fit is needed — if CPL does not drop below $100 after creative refresh, consider pausing US prospecting entirely in favour of retargeting only.
→ India Scale Ceiling: The Kaliber-Test campaign is delivering 96 trials at $11.81 CPL but CTR of 0.32% suggests creative fatigue risk as budgets increase — prepare 2–3 new ad variants now to maintain performance through scaling.
→ Africa & ROW Volume Strategy: ROW is generating leads at $1.29 CPL but lead quality (trial conversion) is low — 776 leads produced only 3 trials (0.4% trial rate vs. India's 100%); implement a lead qualification or nurture sequence to improve downstream conversion before further spend increases.

📗 Google Ads

→ Budget Reallocation Strategy: Shift $3-4K weekly from US to LATAM and ROW based on next 2 weeks' performance — target 65% LATAM, 15% ROW, 10% US, 10% other by week-end
→ Creative Testing: Launch 3 new US ad variants (different value props/CTAs) alongside creative refreshes for ME/Europe campaigns — measure against baseline CPA by mid-next week
→ Regional Expansion Opportunity: With GCR ($19 CPA), IN ($16 CPA), and Africa showing efficiency, prepare scaled campaigns for these regions to diversify away from LATAM concentration risk

9. Google Overview

Spend

$39,251 ▲ +13.5%

Conversions

1,824 ▼ -3.9%

Cost / Conv.

$21.52

Campaign	Spend	Conversions	CPA
Wati_US_Search_Instagram-Automation-Core	$2,112.14	9	$234.68
GH_Google_Pmax_MX_LATAM_Geral	$1,513.04	44	$33.85
Wati_Africa_PMax_Prospecting	$1,364.34	122	$11.10
GH_Google_Pmax_CO_LATAM_Geral	$1,319.84	126	$10.47
Wati_US_Search_Competitor_ManyChat	$1,292.47	2	$646.24
GH_Google_Search_MX_LATAM_Marketing	$913.72	21	$42.70
[GH]_ES_EURO_Pmax_Trial_Topo	$884.33	39	$22.28
[GH]_BR_LATAM_Pmax_meio_services_BOOKDEMO	$878.79	64	$13.60
GH_Google_Search_MX_LATAM_Sales002	$854.52	11	$71.81
Wati_US_Search_NonBrand_API_LeadGen_New	$803.75	11	$73.07
Wati_Africa_Search_Generic-Feature	$757.42	28	$26.58
[GH]_br_latam_pmax_wati_ia_demo_trial	$720.30	233	$3.08
[HK]_P-Max_Generic_WhatsApp-API_Prospect_zh	$680.43	11	$61.86
[MY]_P-Max_Generic_WhatsApp-API_Prospect_en	$639.41	31	$20.63
[HK]_Search_Brand_Name_High-Intent_zh	$617.80	5	$123.56
GH_Google_Search_BR_LATAM_Sales	$606.38	22	$26.95
Wati_US_Search_Brand_LeadGen_New	$597.17	15	$38.53
Wati_US_Search_NonBrand_Chatbot_LeadGen_New	$587.50	8	$69.12
Wati_US_Search_Instagram-Automation-Core_Broad	$557.09	3	$185.70
[MY]_Search_Brand_Name_High-Intent_en	$554.01	33	$16.79

Ads Weekly Report — W19 | May 4–10, 2026 · Auto-generated by WATI Ads Pipeline

WATI Ads Report

📊 Ads Weekly Report — W19 | May 4–10, 2026

📘 Meta

📗 Google Ads

📘 Meta

📗 Google Ads

📘 Meta

📗 Google Ads

📘 Meta

📗 Google Ads

Spend

Conversions

Cost / Conv.