Texas Restaurant Equipment — Monthly Performance Report

Executive Summary

April was a strong month for the TRE account. Confirmed calls grew 43% (14 → 20) on 13% less spend ($1,101 → $958), driving cost-per-confirmed-call down 39% blended ($78.65 → $47.89). Apples-to-apples on the seller-side acquisition campaign — the only call campaign now running — CPA improved from $45.82 in March to $33.35, the lowest in account history. Meta's algorithm redistributed acquisition budget on its own without manual intervention: “Equipment Removal” emerged as the top performer (12 of 20 confirms at $23.84/call). The audience-builder engagement campaign held its $0.13/engagement benchmark with healthier creative distribution than March, and reach grew 28% to 35,458 unique users while frequency held steady.

Confirmed Calls

+43% vs March (14). 45 calls placed total; 11 connected ≥20s, 5 connected ≥60s.

$47.89

Cost / Confirmed Call

-39% vs March blended ($78.65). Seller-side comparable: $33.35 vs $45.82 (-27%).

$957.77

Total Spend

-13% vs March ($1,101.12). On plan vs ~$900 monthly target.

2,494

Engagements

+81% vs March (1,381). $0.13/engagement — well above the $0.20 benchmark.

67,675

Impressions

+30% vs March. 35,458 unique users reached across both campaigns (+28% reach).

1.91

Frequency

Held steady vs March (1.88 account-level). Reach grew 28% to 35,458 unique users.

Strategic Context

Cross-platform creative coordination with Emil (Google Ads). This month we exchanged top-performing data between channels: Emil shared TRE's top-converting search terms from Google Ads, and we shared the strongest creative angles from Meta's engagement campaign. New creative is being built off Emil's search-term data — production was underway throughout April and is queued for Meta tests in the next round. The principle: what people actually search for on Google is a strong signal for the messaging that converts on Meta, and vice versa.

Weekly Trend

Week	Spend	Impressions	Calls Placed	Confirms	Cost / Confirm
Mar 30 – Apr 5	$131.89	6,397	5	2	$65.94
Apr 6 – Apr 12	$213.84	18,271	9	3	$71.28
Apr 13 – Apr 19	$233.83	22,870	10	5	$46.77
Apr 20 – Apr 26	$242.76	13,275	12	6	$40.46
Apr 27 – Apr 30 (4d)	$135.45	6,862	9	4	$33.86

Cost-per-confirm trended down each week as the algorithm settled into Equipment Removal as the dominant performer. The first two weeks reflect the algorithm still spreading budget across all four acquisition variants; weeks 3-5 are the period after Meta concentrated on the strongest creative.

Changes Made This Month

Apr 9 — Acquisition campaign budget refreshed. Lifetime budget on the Equipment Acquisition campaign extended from $600 to $1,200 (+$600 add); both ad-set timelines extended out to May 8. Original launch budget was nearing exhaustion — this kept delivery uninterrupted.
Throughout April — Cross-platform creative collaboration with Emil. Exchanged top-performing data both directions between TRE's Meta and Google Ads accounts. New creative built off Emil's top-converting search terms; production was underway in April and is queued for Meta tests next.
No manual changes to existing ads. The 4 acquisition ads and 4 engagement ads from March's launch all kept running. Performance shifts inside the month are entirely algorithm-driven — Meta redistributed budget across the acquisition variants on its own (see Ad-Level Performance below).

What We Expected vs What We Saw

Action	Expected	Actual	Assessment
Hold acquisition CPA	Maintain seller-side CPA at or below March's $45.82	$33.35/confirm on the acquisition campaign — 27% below March on a comparable basis.	Exceeded
Engagement campaign efficiency	Hold $0.20/engagement benchmark or better	$0.13/engagement — same as March, on +57% more spend ($180 → $291).	Exceeded
Frequency management	Stay below 3.0 fatigue threshold; expand reach as needed	Account-level frequency 1.91 vs 1.88 in March — held steady. Reach grew 28% to 35,458 unique users.	Met

Campaign Performance

Campaign	Status	Spend	Impressions	Confirms	Cost / Confirm	Engagements
TRE \| Equipment Acquisition \| Calls	Active	$666.92	40,155	20	$33.35	328
TRE \| Audience Builder \| Engagement	Active	$290.85	27,520	—	—	2,166

Buyer-side campaigns (PVM | TRE Leads and PVM | TRE Leads - Copy) remained paused throughout April after being phased out in mid-March. All call confirms came from the Equipment Acquisition campaign.

Ad-Level Performance — Equipment Acquisition

Ad	Spend	Impressions	Calls Placed	Confirms	Cost / Confirm
Equipment Removal Top Performer	$286.10	12,696	20	12	$23.84
Equipment Sitting Idle	$116.00	9,994	10	4	$29.00
Closing Your Restaurant	$87.87	5,720	7	2	$43.94
We Buy Restaurant Equipment	$176.95	11,745	8	2	$88.47

Key shift: Meta gave Equipment Removal more share this month and the ad rewarded the spend. It went from $26 / 0 confirms in March to $286 / 12 confirms in April — the dominant performer by a wide margin. Equipment Sitting Idle held its strong CPA at $29 on more meaningful spend. Closing Your Restaurant (which was 64% of March's spend) settled into a smaller share once the algorithm found the better creatives. The one underperformer is We Buy Restaurant Equipment — received the second-highest spend in the campaign but only 2 confirms at $88.47 each. Worth watching whether it recovers next month or whether to pull it.

Ad-Level Performance — Audience Builder

Ad	Spend	Impressions	Engagements	Saves	Cost / Engagement
Showroom Showcase Top Performer	$89.98	7,135	716	19	$0.1257
Auctions	$84.98	14,467	663	19	$0.1282
Brand Comparison	$23.38	916	175	3	$0.1336
Used Equipment Tips	$92.51	5,002	612	17	$0.1512

All four engagement ads beat the $0.20 benchmark this month — tighter and more even than March. Used Equipment Tips, which had been deprioritized down to near-zero spend in late March, recovered fully and produced the second-most engagements. Showroom Showcase narrowly edged out Auctions on cost-per-engagement; both are anchors. Saves nearly doubled vs March (60 in April vs ~14 the prior month) — a strong signal that the audience pool building from this campaign is high-intent for retargeting work on Google.

Audience Insights

Audience	Spend	Impressions	Confirms	Cost / Confirm
TRE \| Acquisition \| Houston 45mi Small biz / commercial property / catering, 18–65, Mon–Fri 8a–5p	$666.92	40,155	20	$33.35
TRE \| Engagement \| Houston 30mi Small biz / restaurant management / foodservice, 25–65, audience-build only	$290.85	27,520	—	—

Both audiences are Houston-bounded. The acquisition audience continues to convert efficiently at $33.35 per confirmed call — the lowest CPA in account history. The engagement audience is purpose-built to grow the retargetable pool: ~35,458 unique users reached across both campaigns this month, with the saves and engagement signals feeding back into the Google Ads retargeting work Emil's running.

Recommendations for Next Month

Deploy the new search-term-based creative. The creative built off Emil's top-converting Google search terms is queued and ready to test on Meta. May is the right window to launch it — data on the existing 4 acquisition ads is settled, and the calendar lines up cleanly with the next 30-day budget cycle.
Refresh creative on the Acquisition side to keep frequency in check. Frequency held at 1.91 (vs 1.88 in March) and reach grew 28%, so we have headroom — but the Houston market is geo-contained, and frequency will climb if we keep pushing the same 4 ads against the same audience indefinitely. The new creative from the Emil collab is the natural next step.
Watch “We Buy Restaurant Equipment” for one more month. Got the second-largest spend in the Acquisition campaign ($177) but only 2 confirms at $88.47 each — Meta gave it real spend this month and it didn't convert at scale. If it doesn't pick up by mid-May, pause it and let the budget consolidate on the proven performers (Equipment Removal, Equipment Sitting Idle).
Hold budget at the current $900/month plan. April's $957.77 came in slightly above plan due to the budget refresh timing on Apr 9, but daily pace is steady and CPA is improving. Revisit budget in early summer once the new creative has run for 2-3 weeks — if CPA drops further with the expanded creative, that's the moment to consider scaling.

Budget Summary

$957.77

Total Spend (April)

Total billed in April: $760.03 across 4 charges; remainder bills early May. Slightly over the ~$900/month plan due to the Apr 9 budget refresh.

$31.93

Daily Average

~$22/day Acquisition + ~$10/day Engagement. Weekend dips on Acquisition due to the Mon–Fri 8a–5p schedule.

$900

Monthly Plan

$600/30-day Acquisition lifetime refresh + $10/day Engagement. Refreshed on Apr 9 from $600 → $1,200 lifetime to keep delivery running.