Scale "TRT Evergreen" 3× — CPL dropped to $18, ROAS holding
Last 7 days: CPL $34 → $18 (-47%). Lead-to-appt rate 22% (above 18% benchmark). Budget hit cap 4 of last 7 days. Recommend lifting daily budget $100 → $300 over 48h to capture efficiency window.
Last 7 days
Compared to prior 7-day baseline
Meta + Google
Both platforms synced 12 min ago
4/5
Model-calibrated on vertical history
5/5
Act within 24h window
Why Zeke recommends this
Evidence rolled up from metrics, context, and guardrails
- 1
CPL dropped from $34 → $18 over the last 7 days (-47%), driven by creative pack v4 going live on 4/11.
→ metrics_daily · ember_health · meta
- 2
Budget capped out 4 of last 7 days — ad set is leaving efficient impressions on the table.
→ metrics_daily · daily_budget_utilization
- 3
Lead-to-appointment rate holds at 22%, 4 pts above the 18% SOW floor.
→ contacts · lead_to_appt_conversion
- 4
Scaling schedule follows Lighthouse TRT playbook §3.2 — 2× over 48h, check CPL at hour 36.
→ knowledge · shard_13 (TRT playbook)
What happens on approve
- 1Raise daily budget from $100 → $200 on the Ember TRT Evergreen ad set at the next scheduled sync.
- 2Raise again to $300 at hour 48 if CPL holds below $22.
- 3Snapshot spend pacing and CPL curve to the client's weekly digest.
- 4Flag for re-evaluation if CPL exceeds $28 or if lead-to-appt rate drops below 18%.
Guardrails
- Client spend cap: Ember Health Group is $14K/wk ceiling — action stays within budget envelope.
- Compliance: action does not touch prohibited creative or targeting categories for this vertical.
- Audit log: action will be recorded with rationale in the client's AI action history.
- High urgency — recommend approving within the next 24 hours to capture efficiency window.
Recent similar actions on this client
Scaled Ember Austin TRT (2×) — 3/12
Held. CPL went $26 → $28 on scale, volume +98%.
Scaled Summit HVAC (1.5×) — 2/28
Held for 11 days, creative fatigue triggered pullback.