Texas Restaurant Equipment — Weekly Performance Snapshot

Campaign Overview

Campaign	Status	Objective	Spend	Impressions	Reach	Link Clicks	CTR	Calls
TRE \| Equipment Acquisition \| Calls Sellers calling to sell equipment TO TRE	Active	Phone Calls	$133.42	11,577	7,598	82	1.08%	9
TRE \| Audience Builder \| Engagement	Active	Traffic	$64.96	3,246	2,558	36	7.52%	—
PVM \| TRE Leads - Copy Fully paused — no delivery this week	Paused	Phone Calls	$0	—	—	—	—	—

Week-over-week: Last week — $213.85 spend, 91 link clicks, 7 calls, 2 confirms, $72.19/confirm. This week — $198.38 spend, 118 link clicks, 9 calls, 3 confirms, $44.47/confirm. Spend fell 7.2% while call volume jumped 28.6% and cost per confirm dropped 38.4%. The algorithm completely reshuffled spend allocation within the Acquisition campaign — “Closing Your Restaurant” was effectively killed ($0.04) while “Equipment Sitting Idle” went from near-zero to absorbing 49% of acquisition budget.

Campaign Breakdown

Equipment Acquisition

Objective Phone Calls

Call Purpose Sellers calling to sell equipment TO TRE

Spend $133.42

Impressions 11,577

Reach 7,598

Link Clicks 82

Calls Placed 9

Call Confirms 3

Cost / Confirm $44.47

60s+ Connects 1

Frequency 1.52

Targeting Houston 45mi, Mon-Fri 8a-5p

Audience Builder

Objective Traffic / Engagement

Spend $64.96

Impressions 3,246

Reach 2,558

Link Clicks 36

LP Views 17

Engagements 536

Reactions 471

Post Saves 14

Cost / Engage $0.12

Frequency 1.27

Ad-Level Breakdown — Equipment Acquisition (Sellers calling to sell TO TRE)

Ad	Status	Spend	Impressions	Link Clicks	CTR	Calls	Confirms	Cost / Confirm
Equipment Sitting Idle	Active	$64.86	7,414	55	0.88%	5	1	$64.86
We Buy Restaurant Equipment	Active	$40.18	2,787	13	1.22%	1	—	—
Equipment Removal	Active	$28.34	1,371	14	1.90%	3	2	$14.17
Closing Your Restaurant	Active	$0.04	5	—	—	—	—	—

The algorithm completely reshuffled. “Closing Your Restaurant” — which absorbed 78% of spend last week — was effectively killed by Meta ($0.04 spend, 5 impressions). In its place, “Equipment Sitting Idle” went from near-zero delivery ($1.54 last week) to absorbing 49% of acquisition spend at $64.86. It generated 5 calls but only 1 confirmed at $64.86. The real winner is “Equipment Removal,” which went from $3.83 last week to $28.34 this week and delivered 2 confirmed calls at $14.17 each — the best cost/confirm across either campaign. “We Buy Restaurant Equipment” dropped from 2 confirms to zero despite more spend ($40.18 vs $28.86).

Ad-Level Breakdown — Audience Builder

Ad	Status	Spend	Impressions	Link Clicks	CTR	Engagements	Reactions	Cost / Engage
Brand Comparison	Active	$20.50	511	5	8.22%	163	154	$0.13
Used Equipment Tips	Active	$18.94	739	9	5.41%	147	132	$0.13
Showroom Showcase	Active	$14.81	1,043	11	7.67%	127	105	$0.12
Auctions	Active	$10.71	953	11	8.60%	99	80	$0.11

Engagement budget is now evenly distributed. Last week, Auctions absorbed 76% of engagement spend ($54.77). This week, all four ads are getting meaningful delivery — Brand Comparison ($20.50), Used Equipment Tips ($18.94), Showroom Showcase ($14.81), Auctions ($10.71). Used Equipment Tips came back from the dead ($0.03 last week to $18.94) and delivered 147 engagements. All four ads are running at $0.11–$0.13 per engagement. Budget distribution is the healthiest it’s been since launch.

Week 4 Performance Context

Cost per confirmed call dropped 38% this week ($72.19 → $44.47) on lower spend. The algorithm is finding better pockets of intent. Frequency dropped from 1.55 to 1.52, suggesting audience fatigue pressures are easing slightly as Meta broadens delivery.

The big story is “Equipment Removal.” It went from $3.83 spend last week (nearly starved) to producing 2 confirmed calls at $14.17 each — the lowest cost/confirm since the campaign launched. It has the highest CTR in the acquisition campaign at 1.90% and is converting calls to confirmed connections at a 67% rate (2 of 3 calls). This is a strong signal.

“Equipment Sitting Idle” is the opposite pattern — lots of volume (7,414 impressions, 5 calls) but weak conversion (1 confirm at $64.86). Meta is giving it the most spend, but its call-to-confirm rate is only 20% vs. Equipment Removal’s 67%. It’s generating interest but not quality connections.

The Engagement campaign hit equilibrium. All four ads are getting fair delivery for the first time, all at $0.11–$0.13/engagement. No single ad is dominating. Total engagement is flat (536 vs 542) but the audience diversity is much healthier. Post saves doubled (14 vs 7 prior week) — a high-intent signal.

Changes Made This Week

Week No manual changes made. Both active campaigns ran without intervention. The algorithm drove all budget reallocation organically.

What's Next

“Equipment Removal” deserves dedicated budget: 2 confirms at $14.17 is the best performance any ad has delivered in this account. It’s getting only 21% of acquisition spend ($28.34 of $133.42). Consider splitting it into its own ad set with a dedicated $10–15/day to force more volume and validate whether the signal holds at scale.
“Equipment Sitting Idle” efficiency check: It got the most spend ($64.86) but its call-to-confirm rate (20%) is well below “Equipment Removal” (67%). Monitor for one more week. If it continues producing calls that don’t connect, the messaging may be attracting low-intent clicks.
“Closing Your Restaurant” decision: Meta has effectively killed it ($0.04 spend). It ran hot for weeks 1–3, spending $100+/week, but has now been deprioritized entirely by the algorithm. Either accept Meta’s signal and let it stay dormant, or duplicate it into a new ad set to force a fresh evaluation.
Engagement campaign: Budget equilibrium is a positive sign. No changes needed. Continue building retargetable audiences across all four content themes. The 14 post saves this week (doubled from 7) suggest content is resonating with higher-intent users.
Consider monthly review: The account is now in week 4 of the new structure. Enough data has accumulated for a full month-over-month analysis to identify sustained trends vs. weekly noise.