Monthly Performance Report

Paid Media Report

Texas Restaurant Equipment
May 1 – 28, 2026
Executive Summary
May spend: $784.86 across 28 days. Acquisition generated 4 confirms at $128.17 — above April's $44.47 baseline because we ran a deliberate spend test May 25–28 (front-ended +$600, ran at ~$107/day vs. the $10/day baseline). Test result: 8 extra calls, 1 extra confirm — the campaign's efficient operating point is the lower baseline, not higher daily spend. Returning to ~$10–15/day for the rest of May and into June. The Dukers D55R 10% Discount creative (launched May 15) generated an initiate_checkout pixel event valued at $2,878 — the Meta-creates-demand → Google-captures-it model working as designed.
$784.86
Total Spend
28 days. Daily avg $28.03. Engagement $272.41 + Acquisition $512.68.
4
Call Confirms
15 calls placed (11 of which produced no confirm). 4 connected 20s+, 1 connected 60s+.
$128.17
Cost / Confirm
Acquisition campaign only ($512.68 / 4). Inflated by the May 25-28 spend test (4 days at $107/day, 1 confirm). Pre-test May 1-24 ran at $126/confirm.
1,963
Engagements
Audience Builder campaign. Up vs March's 1,248.
$0.14
Cost / Engagement
Improved vs March's $0.13. Well under the $0.20 benchmark.
59,298
Impressions
Reach: ~30K unique accounts across both campaigns.
Strategic Context
Dukers D55R 10% Discount — the model in production. Launched May 15. $287.80 savings on a $2,878 unit, not redeemable online — customer must call 713-690-1231 to lock it. 13 days in: 222 link clicks, 764 engagements, one $2,878 initiate_checkout pixel event. The $2,878 is the pixel-tracked floor; phone redemptions don't fire the pixel and stay off-platform by design.
Meta × Google — two halves of the same funnel. Emil sync on May 14 set the operating model: Meta creates product-specific demand, Google captures the resulting search intent. Neither side can do the other's job efficiently. The Audience Builder + Dukers Discount work is the clearest proof of the model running this month.
Information exchange cadence agreed. Monthly sync. Google → Meta: brand vs. non-brand search direction, converting product categories, geographic clustering, high-CPA queries to suppress. Meta → Google: top engagement angles for PMax assets. Known limit: no end-to-end attribution — the cadence is qualitative signal sharing.
Spend test on Acquisition — resolved. May 1–24 ran at ~$10/day, ~1 confirm every 5–6 days. May 25 we front-ended the budget (+$600) to test ~$107/day for 4 days. Result: 8 extra calls, 1 extra confirm. Finding: the campaign's efficient operating point is the lower baseline. Returning to ~$10–15/day for the rest of May and into June.
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 – 28 (4 days, spend test) Spend test $406.67 30,617 358 8 1 $406.67

May 25–28 was a deliberate spend test. Front-ended the budget to test ~$107/day (10× baseline). 8 calls, 1 confirm. Takeaway: the campaign's efficient operating point is the lower baseline. Returning to ~$10–15/day for the rest of May and June. Confirms are sparse week-to-week, so the full-window cost/confirm matters more than any single week.

Changes Made

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

v4/v5 SQR-refreshed acquisition creatives produced in late April are queued for upload.

What We Expected vs What We Saw
Action Expected Actual Assessment
Dukers 10% discount ad Drive engagement + route product intent to phone funnel $114.94 in 13 days. 222 lc, 764 engagements, 1 IC event @ $2,878. $0.15/eng. Exceeded
Equipment Sitting Idle Maintain efficient seller-side delivery $146.59, 5 calls, 2 confirms @ $73.30. Best in Acquisition; degraded post-bump (was $33 through May 26). Mixed
Equipment Removal (April winner) Maintain ~$14–30/confirm $114.09, 4 calls, 1 confirm @ $114.09. ~8× April's $14.17. Degraded
We Buy Restaurant Equipment Modest cost/confirm $236.30, 6 calls, 1 confirm @ $236.30. Absorbed 47% of Acquisition spend. Degraded
Engagement pacing $10/day × 28 = ~$280 $272.41 — on plan. 1,776 engagements @ $0.15. Met
Acquisition spend test Test ~$107/day to see if it scales confirms $279 / 4 days. 8 calls, 1 confirm. Higher spend didn't improve efficiency. Test resolved
Accountability: Recommendations from the April Report
April Recommendation Status Evidence
Deploy new search-term-based creative (built off Emil's top-converting Google SQRs). In Progress v4/v5 acquisition creatives produced Apr 20–23 with SQR-driven text overlays — 16 files total (8 v4 + 8 v5, feed + story), ready for Ads Manager upload. Parallel work on the engagement side shipped May 15: the Dukers D55R 10% Discount creative, launched in coordination with the Emil partnership, has already produced a $2,878 initiate_checkout pixel event.
Refresh acquisition creative to manage frequency. In Progress Acquisition frequency held at 1.65 in May (below April's 1.91) — manageable headroom remains. The v4/v5 SQR-refreshed creatives are the planned refresh, queued for upload.
Monitor the underperforming ad ("Closing Your Restaurant") — pause if it doesn't pick up by mid-May. In Progress "Closing Your Restaurant" received only $15.65 of delivery in May (3% of acquisition spend) and produced 0 confirms. Meta's algorithm has effectively de-prioritized it on its own. Formal pause is the cleanup step.
Maintain budget at the $900/month plan. Done Held the $900/month operating envelope through May ($784.86 spend through May 28, on track). Front-ended a portion of Acquisition via the May 25–28 spend test — useful answer (hold at baseline) — and returned to the normal cadence for the rest of the month.
Campaign Performance
Campaign Status Spend Impressions Link Clicks Primary Outcome
TRE | Equipment Acquisition | Calls Active $512.68 32,808 167 4 confirms ($128.17 each)
TRE | Audience Builder | Engagement Active $272.41 26,504 362 1,776 engagements + 1 IC ($2,878)
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
Dukers D55R 10% Discount $2,878 IC $114.94 13,702 222 764 $0.15
Showroom Showcase $101.59 7,542 80 682 $0.15
Brand Comparison $37.02 3,003 23 191 $0.19
Auctions $15.85 1,698 27 116 $0.14
Used Equipment Tips $3.01 559 10 23 $0.13

Equipment Acquisition | Calls

Ad Name Spend Impressions Link Clicks Calls Placed Confirms $ / Confirm
We Buy Restaurant Equipment $236.30 15,253 68 6 1 $236.30
Equipment Sitting Idle Top Performer $146.59 10,211 58 5 2 $73.30
Equipment Removal $114.09 5,847 35 4 1 $114.09
Closing Your Restaurant $15.65 1,491 6 0 0 —

CBO is allocating to the wrong variant: "We Buy" got 47% of spend ($236) for 1 confirm. Sitting Idle (the efficiency leader at $73.30) got 29%. Equipment Removal regressed 8× from April. Closing Your Restaurant: 0 confirms on $16 of delivery.

Audience & Strategy Insights
What we learned about the right Acquisition budget. Baseline ~$10/day produced ~1 confirm every 5–6 days at acceptable economics. ~$107/day for 4 days produced 8 more calls but 1 more confirm. The seller pool in Houston 45mi is naturally lower-volume than the demand-creation work — the easy 1–2/week exists; pushing 5× pulls less-qualified prospects. Hold Acquisition near the baseline; geo expansion (San Antonio, Dallas) is the next test if we want to scale supply.

Creative fatigue on April's winners. Equipment Removal was April's hero at $14.17/confirm, now $114.09. The v4/v5 SQR-refreshed creatives queued since Apr 23 are the natural refresh.

Dukers Discount — the model proven. A person saw a product-specific Meta ad, hit the product page, and triggered checkout ($2,878 pixel event). Off-platform phone redemptions don't fire the pixel — the tracked value is the floor.

Budget reality — $900/month, two campaigns. Engagement $10/day = ~$300. Acquisition baseline $10–15/day = ~$300–450. Remaining ~$150–300/month funds the next 2–3 item-specific discount creatives. A retargeting campaign would need its own line and we don't have the room without sacrificing the seller-side work.
Recommendations for June
Budget Summary
$784.86
Total Spend (28 days)
Engagement $272.41 + Acquisition $512.68. Tracking toward the $900/month operating envelope; May 25–28 spend test contributed ~$280 of the Acquisition total.
$900
Monthly Target
Allocation: Engagement ~$300/month ($10/day), Acquisition ~$300–450/month ($10–15/day). Remaining ~$150–300/month of headroom funds new item-specific discount creatives.
$28.03
Daily Average (May)
Baseline (May 1–24): $16.42/day. Spend test (May 25–28): $101.67/day. Returning to baseline for the remainder of the month.
Polar Vision Marketing
Report generated May 28, 2026
Covers May 1 – 28, 2026 · Will refresh on May 31 with full-month data