{
  "number": "RPT-2026-10",
  "client": "Client Company Ltd.",
  "period": "October 2026",
  "headline": "Leads up 31% at a lower cost per lead.",
  "summary": "Search campaigns moved budget from broad terms to the 14 searches that convert. Cost per lead fell while volume rose, and the new landing page lifted conversion. One risk: stock on the best seller runs out mid-November.",
  "prepared_by": "Max AppDeen, Head of Marketing",
  "kpis": [
    {
      "label": "Qualified leads",
      "value": 412,
      "prev": 314,
      "unit": "",
      "good": "up"
    },
    {
      "label": "Cost per lead",
      "value": 3.8,
      "prev": 4.9,
      "unit": "JOD",
      "good": "down",
      "dp": 1
    },
    {
      "label": "Conversion rate",
      "value": 6.2,
      "prev": 4.7,
      "unit": "%",
      "good": "up",
      "dp": 1
    },
    {
      "label": "Ad spend",
      "value": 1566,
      "prev": 1540,
      "unit": "JOD",
      "good": "down"
    }
  ],
  "chart": {
    "title": "Qualified leads",
    "unit": "leads",
    "months": [
      "May",
      "Jun",
      "Jul",
      "Aug",
      "Sep",
      "Oct"
    ],
    "values": [
      188,
      210,
      236,
      281,
      314,
      412
    ]
  },
  "done": [
    "Rebuilt search campaigns around 14 converting terms",
    "Launched the new landing page with a WhatsApp button",
    "Weekly reports moved to Monday 9:00"
  ],
  "next": [
    "Test two offers on the landing page",
    "Start remarketing to cart visitors",
    "Prepare the Black Friday plan"
  ],
  "risks": [
    {
      "text": "Best seller stock runs out mid-November",
      "level": "Risk"
    },
    {
      "text": "Waiting on access to the Meta ad account",
      "level": "Blocked"
    },
    {
      "text": "CPC rising on two brand terms",
      "level": "Watch"
    }
  ],
  "decisions": [
    "Approve a 15% higher budget for November",
    "Confirm the Black Friday discount by 1 November"
  ]
}