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1

▼Declining Week

Total Spend

SGD 685

▼ -26%

from SGD 927

Purchases

9

▼ -18%

from 11

Revenue

SGD 1,078

▼ -45%

from SGD 1,945

ROAS

1.57×

▼ -25%

from 2.10×

▸What we did(admin actions this week)

Paused three underperforming creatives on 13 May, including "The first night sleep curse" video and two image ads
Activated two new video creatives on 13 May: "The Prepared Traveller's Blind Spot" and "The overdue switch"
Launched the Home Pillow ad set on 13 May to diversify product focus
Updated targeting on the Travel Pillow ad set on 12 May to refine audience reach

2

Investigations

What we found this week

Spend-share concentration risk: [VID] The first night sleep curse + [VID] The Prepared Traveller's Blind Spot

Concentration risk

Already actioned

[VID] The first night sleep curse paused on 13 May 2026.

The two lowest-converting ads absorbed 68% of this week's spend while both returned ROAS well under the account average of 1.57.

"[VID] The first night sleep curse" — SGD 234 (34% share) at ROAS 0.60 before being paused 13 May.
"[VID] The Prepared Traveller's Blind Spot" — SGD 229 (33% share) at ROAS 0.59, ran all week.
Combined: SGD 463 (68% of spend), 2 purchases between them.
Best performer: "[IMG] Your Pillow. Everywhere." — SGD 98 (14% share), ROAS 3.35 (2× account average).

Workhorse collapse: [VID] The first night sleep curse

Not working

Already actioned

[VID] The first night sleep curse paused on 13 May 2026.

The account's heaviest-spending ad from last period collapsed in conversion and was paused on 13 May after spending SGD 233.96 this week at ROAS 0.60.

Pre-pause week: SGD 234 spend, 1 purchase, ROAS 0.60, CPA SGD 234.
CTR slid 1.27% → 1.00% → 0.93% over 3 weeks — clicks declining before the pause.
Replaced 13 May by "[VID] The Prepared Traveller's Blind Spot" and "[VID] The overdue switch".
Replacement isn't clean — "[VID] The Prepared Traveller's Blind Spot" still spending heavily at ROAS 0.59.

Are the new ads working?

Mixed

One of the two ads launched on 13 May is converting efficiently; the other is spending nearly as much and barely returning anything.

Account link-CVR this week: 4.05% (9 purchases / 222 clicks).
"[VID] The overdue switch" (Home Pillow): SGD 124, ROAS 1.70, link-CVR 4.88% — above account avg, converting on low volume.
"[VID] The Prepared Traveller's Blind Spot" (Travel Pillow): SGD 229, ROAS 0.59, link-CVR 1.12% — 5 days, 89 clicks; real signal, not too early.
CTR jumped from 0.93% (old ad's final week) to 1.70% — clicks improved, conversion didn't.
"[VID] The overdue switch" launched alongside a new Home Pillow ad set — only 4 days of data, 4,233 impressions; read is confounded.

Is Home Pillow's tide turning?

Too early to tell

The Home Pillow ad set activated on 13 May and posted a stronger ROAS (1.70) than Travel Pillow (1.32), but with only 2 purchases across 4 days of runtime the sample is far too thin to call.

Home Pillow: SGD 124 (18% share), 2 purchases, ROAS 1.70, CPA SGD 62.
Travel Pillow: SGD 561 (82% share), 5 purchases, ROAS 1.32, CPA SGD 112.
Only 4 days of data — Meta still figuring out budget allocation.
Lower CPA encouraging, but 2 purchases isn't enough to trust ROAS. Needs another full week.

Just FYI · New ad set (Home Pillow) and two new ads activated 13 May; daily ROAS jumped from 1.28 (13 May) to 3.07 (14 May), then faded — too thin to call.

3

Creative Fatigue Check

Sustained CTR decline + ROAS below breakeven

[VID] The first night sleep curse

[VID] The Prepared Traveller's Blind Spot

[VID] The overdue switch

[IMG] Your Pillow. Everywhere.

▲ activated■ paused○ low data┊ swap week

[VID] The first night sleep curse — CTR slid 1.27% → 1.00% → 0.93% over 3 weeks and ROAS fell to 0.60 alongside it. That's why this counts as fatigue. Already paused 13 May, so handled.
[IMG] Your Pillow. Everywhere. — CTR has trended down over the 6-week window, but ROAS stayed healthy throughout (3.35 this week). Decline without an ROAS drop isn't fatigue — keep running, monitor.

4

What we're learning

Performance by productAd setin [NDL] CloudComfort Sales ASC+

Travel Pillow

Spend	SGD 561
ROAS	1.32×
Purchases	5
Revenue	SGD 738
Impressions	14,642
Spend share	82%

Best ROAS

Home Pillow

Spend	SGD 124
ROAS	1.70×
Purchases	2
Revenue	SGD 211
Impressions	4,233
Spend share	18%

Meta's ASC+ algorithm is funnelling 82% of campaign spend into Travel Pillow, yet Home Pillow is returning a higher ROAS (1.70 vs 1.32) and a lower CPA (SGD 62.05 vs SGD 112.25) on limited but non-trivial volume — worth watching whether the algorithm self-corrects or continues to under-allocate to the stronger-converting product.

Per-Ad Breakdown

Your Pillow. Everywhere.

IMAGETravel Pillow

Standout performer at ROAS 3.35 and SGD 48.99 CPA — the lowest spend of any ad yet the best return, suggesting Meta's allocation here is underweighting what's actually working.

Spend

SGD 97.99

Purchases

2

CPA

SGD 49

ROAS

3.35×

▶

New

The overdue switch

VIDEOHome Pillow

Best efficiency among active ads — SGD 62.05 CPA and ROAS 1.70 on 4,233 impressions is the clearest positive signal this week, though it's still early.

Spend

SGD 124

Purchases

2

CPA

SGD 62.05

ROAS

1.70×

Paused 13 May

▶

Underperforming

The first night sleep curse

VIDEOTravel Pillow

Paused 13 May after spending SGD 233.96 across 7,071 impressions — high CPA of SGD 233.96 and ROAS of 0.60 suggest the creative clicked but didn't convert, making the pause the right call.

Spend

SGD 234

Purchases

1

CPA

SGD 234

ROAS

0.60×

▶

NewUnderperforming

The Prepared Traveller's Blind Spot

VIDEOTravel Pillow

Early delivery with 5,233 impressions and a healthy 1.70% CTR, but only 1 purchase at ROAS 0.59 — clicks are coming in but not converting, so it's too new to read yet.

Spend

SGD 229

Purchases

1

CPA

SGD 229

ROAS

0.59×

5

So what?

Recommended Next Steps

Scale "[IMG] Your Pillow. Everywhere." — spawn 1 more sibling creative

Consistent strong converter — across 6 weeks of delivery, ROAS has cleared 3.0 in 5 of them, with peaks of 6.31 and 7.62. This week: ROAS 3.35, CPA SGD 49 on just 14% of spend. Production of 1 more sibling creative is already underway, using the same product-led, benefit-first frame. Worth giving it a dedicated budget so ASC+ stops deprioritising this winner in favour of higher-spend Travel Pillow creative.

Launch new Travel Pillow video — "The worst part of travelling isn't the flight. It's the first morning."

Picks up the jet-lag / first-night angle that "[VID] The first night sleep curse" tried, but reframes it forward — the upside of arriving rested, rather than dwelling on the bad night. Briefed against the product-led, benefit-first frame that's working for "[IMG] Your Pillow. Everywhere."

Hold "[VID] The Prepared Traveller's Blind Spot" for one more week

Last week wasn't great — SGD 229 spend, 1 purchase, ROAS 0.59. But it's only been live 4 days at week end, a fresh purchase landed on 18 May, and Meta has already throttled spend on its own (SGD 40 → SGD 18 day-over-day). Hold one more week and reassess.

Give "[VID] The overdue switch" one more full week before judging

Only 4 days of run time at week end. ROAS 1.70 and CPA SGD 62 are encouraging, but the sample's too thin to call. Let it run the full coming week untouched, then judge against account benchmarks.

Monitor "Home Pillow" — already picking up

The 18% weekly share understates the trajectory — Home Pillow took 58% of spend on 17 May and 41% on 18 May. Meta is already correcting toward the stronger CPA (SGD 62 vs SGD 112 for Travel Pillow). Keep watching; only intervene with a manual budget floor if it stalls back into single digits.