Texas Restaurant Equipment — Monthly Performance Report

Executive Summary

July was the account's best call month yet: 26 confirmed calls (+86% vs June's 14) at $29.18 per confirmed call (-26% vs June's $39.68) on $758.81 in spend. The month's defining move was a creative and campaign refresh grounded in the account's own data: analysis across March–July showed the broad “Largest Equipment Store” ad producing calls at ~$27 while product-specific and seller-acquisition ads ran $79–$249, so three new broad-angle ads were built in the winner's proven layout, staged for review on Jul 16, and launched Jul 21 inside a fresh campaign that also carries the winner. Early returns are on-thesis — the new “New & Used Broad” ad produced its first 2 confirms at $13.61 each. The old campaign completed its scheduled run Jul 31; August runs entirely on the new campaign.

Confirmed Calls

+86% vs June (14). 50 calls placed; 18 connected ≥20s, 11 connected ≥60s.

$29.18

Cost / Confirmed Call

-26% vs June ($39.68). Best monthly figure in account history.

$758.81

Total Spend

+37% vs June ($555.55) — June included the acquisition campaign's final low-spend weeks.

396

Link Clicks

1.17% link CTR. Clicks matter less here — the funnel is click-to-call; confirms are the KPI.

33,716

Impressions

+52% vs June (22,220). Blended CPM $22.51, improved from June's $25.00.

2.04 / 1.85

Frequency (Old / New Campaign)

Old campaign crept above 2.0 after six weeks on the same audience; the new campaign reset to 1.85.

Strategic Context — Going Broad on Purpose

The account's own data said to stop selling products and start selling the store. A March–July performance review showed a consistent pattern: the broad “Largest Equipment Store” ad — new & used, everything under one roof, call us — delivered calls at roughly $27, while Dukers product ads ran $79+ and the seller-side acquisition ads had fatigued from ~$24 in April to $86–$249 by summer. A cross-check of long-running competitor ads in Meta's Ads Library confirmed the pattern: equipment dealer ads that survive for years are broad and factual — new & used, free delivery, phone number, no cleverness. The buyer thinking “I need equipment” calls to see what's in stock; the narrower the ad, the more reasons not to call. So the July refresh scaled the winning system instead of fighting it: three new broad-angle ads (inventory range, outfitting a kitchen line, opening a restaurant) built in the winner's exact layout — TRE logo, condensed headline, red bar with phone number, Call Now button — each testing a different broad angle head-to-head against the original in the same ad set.

Weekly Trend

Week	Spend	Impressions	Confirmed Calls	Calls Placed	Cost / Confirm
Jul 1 – 5 (5d)	$125.62	5,413	5	12	$25.12
Jul 6 – 12	$178.41	8,364	4	12	$44.60
Jul 13 – 19	$142.04	6,711	6	9	$23.67
Jul 20 – 26 (new campaign launch)	$257.29	10,237	10	14	$25.73
Jul 27 – 31 (5d, old campaign wind-down)	$55.45	2,991	1	3	$55.45

The launch week (Jul 20–26) was the month's strongest: 10 confirms at $25.73 with both campaigns live — the new campaign scaled spend without degrading cost. The quiet final stretch reflects the old campaign spending down its remaining budget; the new campaign's pacing carries August.

Changes Made This Month

Jul 16 — Three new broad-angle ads staged for review. “New Used Broad v5,” “Outfit Your Line v5,” and “Opening Restaurant v5” created as paused ads — built from the March–July performance review and Ads Library research, each cloning the winner's call setup (Call Now → shop phone) and layout with multiple headline/body variants. The unconfirmed 10%-off angle was deliberately excluded from all copy.
Jul 21 — New campaign launched. “PVM | Equipment Sales Calls | CBO | Aug 2026” live with five ads: the “Largest Equipment Store” winner carried over, the Dukers D55R discount ad, and the three new broad ads — all testing head-to-head under CBO in the same scheduled ad set structure. $1,260 lifetime budget covering Jul 21 – Aug 31 (~$31/day).
Jul 21 – 31 — Parallel run. Old and new campaigns ran side by side; account-level delivery never dipped, and the launch week was the month's best.
Jul 31 — Old campaign completed. “PVM | Equipment Sales Calls | CBO” (launched Jun 16) reached its scheduled end. August runs entirely on the new campaign.
Client communication. Jacob was briefed on the new ad direction — why the account is going broad, what the three new ads test, and that callers may reference the ads.

What We Expected vs What We Saw

Action	Expected	Actual	Assessment
Broad creative refresh	New broad ads produce calls near the winner's ~$27 benchmark	“New Used Broad v5”: 2 confirms at $13.61 each in its first 10 days. “Opening Restaurant v5”: 1 at $35.42. “Outfit Your Line v5”: minimal spend so far but the best link CTR in the account (2.31%). Small samples, right direction.	On track
Campaign hand-off	No delivery gap; new campaign matches old campaign's cost	New campaign: $29.91/confirm vs old campaign's $28.92 in the same month — parity through learning phase, with frequency reset from 2.04 to 1.85.	Met
Dukers product ad	Product-specific ads underperform broad (the thesis behind the refresh)	$33.68 across both campaigns, 0 confirms, 0 calls placed. The thesis held.	Confirmed — retire

Campaign Performance

Campaign	Status	Spend	Impressions	Confirmed Calls	Calls Placed	Cost / Confirm
PVM \| Equipment Sales Calls \| CBO	Completed Jul 31	$549.42	25,077	19	39	$28.92
PVM \| Equipment Sales Calls \| CBO \| Aug 2026 New Jul 21	Active	$209.39	8,639	7	11	$29.91

Both campaigns share the same structure: one scheduled ad set (Houston area, business hours) optimized for call confirms under CBO. The new campaign hit cost parity with the old one during its learning phase — the cleanest possible hand-off — while reaching 4,682 fresh users at a lower frequency.

Ad-Level Performance

Ad Name	Spend	Impressions	Link CTR	Confirmed Calls	Cost / Confirm
Largest Equipment Store Top Performer Combined across both campaigns	$657.65	29,643	1.22%	23	$28.59
New Used Broad v5 New Jul 21	$27.21	932	1.18%	2	$13.61
Opening Restaurant v5 New Jul 21	$35.42	1,395	0.79%	1	$35.42
Outfit Your Line v5 New Jul 21	$4.85	130	2.31%	0	—
Dukers D55R fridge \| Discounted Combined across both campaigns	$33.68	1,616	0.68%	0	—

The winner keeps winning — 23 of 26 confirms at $28.59, holding its ~$27–29 range for a third straight month. Of the new broad ads, “New Used Broad v5” (the most direct refresh of the winner's angle) has the strongest early signal at $13.61/confirm, and “Outfit Your Line v5” leads the account on CTR but needs delivery. All three are 10 days old — judge them at ~$100+ spend each. The Dukers product ad went 0-for-July on calls; it's the last product-specific creative in rotation.

Audience & Delivery

Single-audience structure, by design. Both campaigns run one scheduled ad set — Houston-area buyers during business hours, when TRE's team can answer the phone — with CBO distributing budget across ads rather than audiences. That makes creative the only lever, which is exactly where the account's edge is: the broad store message beats every narrower angle tested this year. Impressions grew 52% month-over-month at a cheaper CPM ($22.51 vs $25.00), and the new campaign's frequency reset (1.85 vs the old campaign's 2.04) bought headroom before the same Houston audience starts tuning the winner out.

Recommendations for August

Let the head-to-head test run to significance. The three v5 broads each need ~$100+ in spend before calls-based judgment. Keep “Largest Equipment Store” running as the control the whole way — the new ads are tested against the winner, not instead of it.
Retire the Dukers product ad. Zero confirmed calls on the month and the broad-vs-product thesis is now confirmed by the account's own data. Its budget share does more work in any of the v5 broads.
Resolve the 10%-off question with TRE. The discount angle remains excluded from all live copy because TRE hasn't confirmed every rep will honor it. Either get it confirmed (it's a strong hook for a future variant) or drop it permanently.
Watch winner fatigue. “Largest Equipment Store” has carried the account since May to the same Houston audience. The campaign reset helped (frequency 1.85), but if its cost/confirm drifts above the mid-$30s, the v5 broads are the succession plan — that's why they exist.
Plan the September campaign before Aug 31. The new campaign's lifetime budget runs out Aug 31 by design. Decide renewal budget and any lineup changes in the last week of August so the hand-off is as clean as July's.

Budget Summary

$758.81

Total Spend (July)

$549.42 old campaign (Jun 16 – Jul 31 run, $1,448 lifetime) + $209.39 new campaign (from Jul 21)

$24.48

Daily Average

Steady ~$18–37/day; the launch week peaked as both campaigns overlapped

$1,260

New Campaign Budget

Lifetime budget covering Jul 21 – Aug 31 (~$31/day). Renewal decision due before Aug 31.