Texas Restaurant Equipment — Monthly Performance Report

Executive Summary

TRE's May spend through May 26 is $592.28 across 26 days (daily avg $22.78). The Acquisition campaign generated 4 confirmed calls at $84.36/confirm — meaningfully worse than March's $38.19 seller-side and April's $44.47. The story has two threads. First, the Acquisition campaign was under-pacing for most of the month (~65% of its $20/day target) as the lifetime cap tightened, then was topped up on May 25 (+$600); spend accelerated immediately afterward ($214 over May 25–26 vs ~$16/day prior). Second, the Audience Builder campaign held strong — 1,771 engagements at $0.15 each — and the new "Dukers D55R 10% discount" creative launched May 15 is already a meaningful contributor: $98.82 in 11 days, 173 link clicks, 654 engagements, and one initiate_checkout valued at $2,878 (the full price of the D55R). The strategic frame from the Emil meeting is starting to show up in the data: Meta creates product-specific demand (the Dukers ad), and the redemption path (phone call to lock the 10% off) routes that demand off-platform — consistent with the "Meta creates interest, Google captures it" partnership model.

Strategic Context

New product-specific discount creative launched May 15. "Dukers D55R fridge — 10% off" (a $287.80 savings on the $2,878 reach-in refrigerator) went live in the Audience Builder campaign. Mechanics: the discount isn't redeemable online — it requires a phone call to TRE to lock to a specific unit before shipping. This deliberately routes Meta-driven interest into TRE's phone funnel rather than an online checkout. In 11 days the ad delivered 173 link clicks, 654 engagements, and triggered one initiate_checkout event tracked at the full $2,878 cart value — an early signal the format works.

Meta × Google partnership formalized. Meeting with Emil (TRE's Google Ads lead) established a monthly information exchange cadence. Operating model: Meta creates interest and product-specific demand (engagement ads, discount offers); Google search captures that demand when prospects later query the brand or product. Known limitation: there is no cross-platform attribution — users who see a Dukers ad on Meta and then Google "Dukers D55R Houston" cannot be tracked end-to-end. The cadence is built around sharing top SQRs (Google → Meta) and top engagement angles (Meta → Google) instead.

Acquisition campaign under-paced, then accelerated post-budget bump. Through May 24, the Equipment Acquisition campaign averaged ~$10/day vs. its $20/day intended pace as the lifetime budget tightened. On May 25 the lifetime budget was raised from $1,200 to $1,800 (+$600). Delivery responded immediately: May 25–26 ran $214 combined (~$107/day), driving the period's daily average up to $22.78.

Weekly Trend

Week	Spend	Impressions	Engagements	Calls Placed	Confirms	Cost / Confirm
May 1 – 3 (3 days)	$41.74	2,332	221	1	1	$41.74
May 4 – 10	$117.21	8,532	482	1	0	—
May 11 – 17 Dukers ad launched	$111.25	8,137	443	2	1	$111.25
May 18 – 24	$107.99	9,680	459	3	1	$107.99
May 25 – 26 (2 days, post-bump) Budget bumped	$214.09	14,667	166	4	1	$214.09

May 25–26 ran $214 combined (~$107/day, 4 calls placed, 1 confirm) immediately after the May 25 budget bump — that's roughly 6× the prior daily pace. Confirm distribution is sparse (1 per week at most), making weekly cost/confirm a noisy metric. The Dukers ad started delivery May 15, so its effect is fully captured only in the May 11–17 week onward.

Changes Made

Listed in chronological order. Items dated before May 1 are noted as pre-window — included because their effect carried into this period.

Apr 30 (pre-window): Spending limit reset on the account. Both active ad sets had their schedules extended.
May 15 20:58: Created "TRE | Eng | Dukers D55R fridge | Discount" ad in the Audience Builder campaign. New 10%-off promotion ($287.80 savings) on the Dukers D55R 2-door reach-in. Phone-only redemption via 713-690-1231. Two image variants uploaded same session.
May 25 15:37: Equipment Acquisition campaign lifetime budget raised $1,200 → $1,800 (+$600). Restores delivery pacing after May had been running at ~50% of intended daily target as the lifetime cap tightened.
Throughout May: Meta auto-created several ASA (Advantage Shopping Audiences) custom audiences. Auto
Mid-May: Emil meeting (Google Ads lead). Established monthly exchange cadence: TRE-side SQRs shared from Google, top engagement angles shared from Meta. No cross-platform attribution — coordination is qualitative.

No restructure of the Acquisition campaign into per-ad-set variants happened in this period — that was a March-report recommendation that remains open. The v4/v5 SQR-refreshed creatives produced in late April are still not uploaded to Ads Manager.

What We Expected vs What We Saw

Action	Expected	Actual	Assessment
New Dukers 10% discount ad	Drive engagement and product-page interest; route demand into TRE phone funnel	$98.82 in 11 days. 173 link clicks. 654 engagements. 1 initiate_checkout event valued $2,878. $0.15/engagement — matches the rest of the engagement campaign.	Exceeded
Equipment Sitting Idle	Maintain efficient delivery as one of the seller-side variants	$67.39 spend, 5 calls placed, 2 confirms at $33.70/confirm — best performer in the Acquisition campaign this period.	Exceeded
Equipment Removal (April winner)	Maintain ~$14–30/confirm from April	$113.39 spend, 4 calls placed, 1 confirm at $113.39. Cost per confirm deteriorated ~8× from April's $14.17.	Degraded
We Buy Restaurant Equipment	Modest cost/confirm in line with prior period	$141.02 spend, 2 calls placed, 1 confirm at $141.02. Worst cost/confirm in the active set.	Degraded
Engagement campaign pacing	$10/day × 26 = ~$260	$254.85 — on plan. 1,656 engagements at $0.15 each.	Met
Acquisition campaign pacing	$20/day × 26 = ~$520	$337.43 — 65% of intended pace. Lifetime cap was tight through May 24; +$600 bump on May 25 immediately accelerated delivery.	Below

Accountability: Previous Report Recommendations

Recommendation (from March 2026 Report)	Status	Evidence
Restructure the Acquisition campaign into separate ad sets per ad variant — force Meta to give each ad a fair test.	Not Started	All 4 acquisition ads still share one ad set ("Houston 45mi \| Mon-Fri 8a-5p \| $20/day"). Sitting Idle ($19.57/confirm) is the obvious winner but receives only 16% of acquisition spend — same dynamic as March.
Address frequency before it becomes a problem — expand radius or test new markets.	Not Started	No targeting changes in the activity log. May frequency at 1.65 for Acquisition — manageable but trending up. Geo still Houston 45mi only.
Kill the "Equipment Removal" ad — zero confirms, near-zero delivery in March.	Not Started	Equipment Removal is still active. In May it received the second-most spend ($90.88) and produced 1 confirm at $90.88. Meta's algorithm rotated back into it — possibly worth keeping for that reason.
Activate the PVM \| TRE Retargeting campaign — engagement pool was large enough to test.	Not Started	The retargeting campaign remains PAUSED with its $200 lifetime budget untouched. Audience Builder has now reached ~24K unique accounts — pool is more than ready.
Set a defined monthly budget target.	In Progress	The May 25 lifetime budget increase from $1,200 to $1,800 on the Acquisition campaign is the first structural budget action since March. Engagement campaign continues at $10/day. Implicit monthly target now ~$900–1,000.

Campaign Performance

Campaign	Status	Spend	Impressions	Link Clicks	Primary Outcome
TRE \| Equipment Acquisition \| Calls	Active	$337.43	19,380	99	4 confirms ($84.36 each)
TRE \| Audience Builder \| Engagement	Active	$254.85	23,968	306	1,656 engagements ($0.15 each)
PVM \| TRE Retargeting	Paused	—	—	—	$200 lifetime unspent

Acquisition lifetime budget raised from $1,200 to $1,800 on May 25. Engagement campaign continues on $10/day. Retargeting campaign remains unactivated since launch.

Ad-Level Performance

Audience Builder | Engagement

Ad Name	Spend	Impressions	Link Clicks	Engagements	$ / Engagement
Showroom Showcase	$100.33	7,479	80	674	$0.15
Dukers D55R 10% Discount New May 15	$98.82	11,250	173	654	$0.15
Brand Comparison	$37.00	3,001	23	191	$0.19
Auctions	$15.71	1,681	25	114	$0.14
Used Equipment Tips	$2.99	557	10	23	$0.13

Equipment Acquisition | Calls

Ad Name	Spend	Impressions	Link Clicks	Calls Placed	Confirms	$ / Confirm
We Buy Restaurant Equipment	$141.02	8,308	40	2	1	$141.02
Equipment Removal	$113.39	5,811	35	4	1	$113.39
Equipment Sitting Idle Top Performer	$67.39	3,773	18	5	2	$33.70
Closing Your Restaurant	$15.63	1,488	6	0	0	—

Sitting Idle is once again the most efficient acquisition variant ($33.70/confirm) but receives only 20% of acquisition spend. Equipment Removal — the April winner at $14.17/confirm — has regressed to $113.39/confirm. Closing Your Restaurant produced zero confirms despite $15 of delivery.

Audience & Strategy Insights

Engagement campaign is doing its job. 1,771 engagements at $0.15 each from $254.85 of spend — held the $0.13–$0.20 efficiency band, and the Dukers Discount ad shows the campaign can also drive direct commercial intent (the $2,878 initiate_checkout). The retargetable pool has grown to roughly 26K reached accounts since the campaign launched in March. This is exactly the demand-creation flywheel the Meta×Google partnership relies on — and the unactivated retargeting campaign is the missing piece to close the loop on platform.

Acquisition campaign is the problem. Cost per confirm on the seller-side went from $38 (March) to $44 (April) to $84 (May) — nearly doubling vs. April. Two of three regressing ads are the ones Meta historically favored ("We Buy Restaurant Equipment" and "Equipment Removal"). Sitting Idle continues to be the only ad with reasonably healthy unit economics ($33.70/confirm) but receives only ~20% of acquisition spend due to the shared-ad-set CBO structure. The March recommendation to split the Acquisition campaign into per-variant ad sets is more urgent now than when it was first made.

Cross-platform attribution gap. The Emil partnership cadence is the right move given the platforms can't track each other, but it puts a heavier burden on qualitative signal sharing. The Dukers Discount ad's phone-redemption mechanic is a clever workaround — Meta drives the click and the call routes the conversion into TRE's own funnel where it can be measured directly.

Recommendations for June

Restructure the Acquisition campaign into per-ad-set variants. This was March's top recommendation and remains open. Sitting Idle at $33.70/confirm is the value, but it competes for ~20% of budget in a CBO that keeps rotating to less-efficient ads. With the May 25 budget bump ($1,200 → $1,800), now is the moment to split. Suggest: Sitting Idle gets its own ad set with 50% budget; the other three variants share the remaining 50% so Meta can still rotate.
Activate the PVM | TRE Retargeting campaign. Also a March recommendation. The Audience Builder has reached ~26K unique accounts and the Dukers Discount ad has already produced 1 initiate_checkout signal that's perfect retargeting fuel. The $200 lifetime budget is sitting unused. Worst case: $200 spent learning whether retargeting is worth more budget.
Scale the Dukers Discount mechanic. The 10%-off + phone-redemption format showed real product intent (173 link clicks, 1 initiate_checkout @ $2,878) at the same $0.15/engagement rate as the rest of the campaign. Suggest 2–3 additional product-specific discount ads (Dukers refrigeration variants, or a complementary range/fryer). Same phone-only redemption pattern routes the conversion into TRE's existing call funnel.
Upload the v4/v5 acquisition creatives that have been ready since Apr 23. The SQR-refreshed copy was produced and aligned to the keywords Emil's team flagged as converting. It's been sitting unpublished for over a month. Even uploading just the two acquisition variants (Buy & Remove, Closing) would refresh the acquisition creative pool and could lift the degraded cost/confirm.
Send Emil the Dukers Discount & "Equipment Sitting Idle" wins, ask for the latest TRE search query data. Per the monthly cadence, this is what we should share next: (1) The Dukers Discount ad's $2,878 initiate_checkout — Google can use this as a retargeting / RLSA signal. (2) The "Sitting Idle" angle is winning on Meta — useful for Google PMax assets. Ask in return for top converting search terms from May so we can match Meta copy to them.

Budget Summary

$592.28

Total Spend

26 days. Engagement $254.85 + Acquisition $337.43. Down from March's $1,022.72 (27 days) — driven by Acquisition under-pacing pre-bump.

$22.78

Daily Average

Engagement: $9.80/day. Acquisition: $12.98/day (65% of $20/day target, up from ~50% pre-bump).

$1,800

Acquisition Lifetime Budget

Raised from $1,200 on May 25 (+$600). Engagement campaign continues at $10/day.