The stated rule is $200 minimum spend per Meta creative before it can be called a winner. The highest spend this week was $198.65 (US · Byron) and $180.13 (AU · Confused About Modular). Zero creatives qualify in either market.
Budget is spread thin enough that the threshold is effectively unreachable in a single week — 16 AU creatives averaged $115 each. Either concentrate spend on fewer creatives, or define the threshold as cumulative across weeks.
YT Video 3 tops the US table at $17.97 CPL off $17.97 of spend and a single lead. That is one lucky click, not a winner, and it is paused.
Ranked on volume instead, the real US performer is Airlie — 9 of 27 tracked leads at $21.78. In AU the top three by CPL are also the top three by volume, so that table can be read straight down.
Meta AU spent +$194 week on week and returned 100 fewer leads — CPL went $6.77 → $12.46, an 84% rise. This single line accounts for most of the AU deterioration.
The plan proposes raising Meta AU spend again to $2,000 with a <$10.00 CPL target. That asks for a 20% CPL improvement on top of more budget, in the week straight after an 84% blowout.
US TikTok spent $320.00 this week for zero leads, after $236.30 for one lead last week. The sheet notes 124 destination clicks and a 0% conversion rate.
The plan proposes increasing it to A$500 targeting 10 conversions. That needs an explicit justification or a pause — it is the weakest line in either market.
AU YouTube: $71.73 → 1 lead at $71.73 CPL, down from 3 leads. US YouTube: $54.48 → 0 leads. Combined $126 for one lead.
US targets 5 conversions at $12.00 next week off an unchanged budget, from a base of zero. Confirm that is achievable or fold the budget into Meta.
AU Google held up — $6.88 CPL against Meta's $12.46, and the brand terms are cheap (ajc modular at A$2.47, buy prebuilt home at A$1.46).
AU TikTok produced its first leads — 10 at $13.60, from zero last week. US LA County is the best US geography at $31.36 CPL, well ahead of San Diego at $43.77 — worth noting given San Diego is the designated test market.
| Platform | Spend — now → target | Leads — now → target | CPL — now → target |
|---|---|---|---|
| Australia | |||
| Google Ads | $1,062.33 → same range | 147 → > 165 | $7.23 → < A$5 |
| Meta | $1,905.67 → $2,000 | 153 → 165 | $12.46 → < $10.00 |
| TikTok | $136.00 → $150 | 10 → 15 | $13.60 → < $12.00 |
| YouTube | $71.73 → same range | 1 → 2 | $71.73 → $35.00 |
| USA | |||
| Google Ads | $916.10 → same range | 25 → > 35 | $36.64 → < $25 |
| Meta | $1,298.81 → $1,500–$1,600 | 28 → 40–45 | $46.39 → ≤ $40.50 |
| TikTok | A$320.40 → A$500 | 0 → 10 | — → ≤ $40.50 |
| YouTube | $54.48 → same range | 0 → 5 | $0.00 → $12.00 |