Texas Restaurant Equipment — Weekly Performance Snapshot

$229.67

Spend

2 active campaigns (Leads - Copy fully paused)

-21.2% vs last week

Calls Placed

All 7 from Acquisition campaign (seller calls)

-36.4% vs last week

$52.56

Cost / Call Confirm

3 confirmed — 1 from “Closing,” 2 from “We Buy”

+17.4% vs last week

568

Engagements

Post reactions, saves, shares from Engagement campaign

+10.9% vs last week

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	$157.69	9,078	4,635	51	1.48%	7
TRE \| Audience Builder \| Engagement	Active	Traffic	$71.98	5,382	4,140	50	7.32%	—
PVM \| TRE Leads - Copy Fully paused — no delivery this week	Paused	Phone Calls	$0	—	—	—	—	—

Week-over-week: Last week — $291.50 spend, 122 link clicks, 11 calls (8 seller + 3 buyer), $44.78/confirm. This week — $229.67 spend, 101 link clicks, 7 calls (all seller), $52.56/confirm. Spend dropped 21% as Leads - Copy stopped delivering entirely. Acquisition campaign spent 6.6% more ($157.69 vs $147.94) but cost per confirmed call rose from $36.99 to $52.56. Engagement campaign scaled impressions 2.2x (5,382 vs 2,415) on similar budget.

Campaign Breakdown

Equipment Acquisition

Objective Phone Calls

Call Purpose Sellers calling to sell equipment TO TRE

Spend $157.69

Impressions 9,078

Reach 4,635

Link Clicks 51

Calls Placed 7

Call Confirms 3

Cost / Confirm $52.56

60s+ Connects 3

Frequency 1.96

Targeting Houston 50mi, 25-65

Audience Builder

Objective Traffic / Engagement

Spend $71.98

Impressions 5,382

Reach 4,140

Link Clicks 50

LP Views 4

Engagements 568

Reactions 499

Post Saves 7

Cost / Engage $0.13

Frequency 1.30

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

Ad	Status	Spend	Impressions	Link Clicks	CTR	Calls	Confirms	Cost / Confirm
Closing Your Restaurant	Active	$123.46	7,231	39	1.51%	5	1	$123.46
We Buy Restaurant Equipment	Active	$28.86	1,647	11	1.46%	2	2	$14.43
Equipment Removal	Active	$3.83	121	1	0.83%	—	—	—
Equipment Sitting Idle	Active	$1.54	79	—	—	—	—	—

“We Buy Restaurant Equipment” is the story this week. It produced 2 confirmed calls at $14.43 each on just $28.86 spend — vs. last week when it had zero confirms. Meanwhile, “Closing Your Restaurant” still absorbs 78% of spend but its confirm rate dropped: 1 confirm on $123.46 vs. 3 confirms on $111.77 last week. Meta is heavily favoring “Closing” for impressions, but “We Buy” is converting calls to confirmed connections more efficiently. “Equipment Sitting Idle” has been almost completely starved of delivery for two weeks running.

Ad-Level Breakdown — Audience Builder

Ad	Status	Spend	Impressions	Link Clicks	CTR	Engagements	Reactions	Cost / Engage
Auctions	Active	$54.77	4,687	39	7.19%	450	395	$0.12
Showroom Showcase	Active	$12.35	576	10	8.51%	92	79	$0.13
Brand Comparison	Active	$4.83	118	1	6.78%	25	24	$0.19
Used Equipment Tips	Active	$0.03	1	—	—	1	1	—

Auctions content is dominating. Meta is now routing 76% of engagement budget to the Auctions ad, up from 37% last week. It earned 450 engagements at $0.12 each — the best cost/engage in either campaign. Showroom Showcase holds the highest raw CTR at 8.51%. “Used Equipment Tips,” which drove 136 engagements last week, was nearly shut off by the algorithm this week ($0.03 spend). Meta is clearly picking winners here.

Week 2 Performance Context

This is the second full week for the new campaign structure. The Engagement campaign is accelerating — more than doubling its reach (4,140 vs 1,934) on roughly the same budget, while maintaining $0.13/engagement. The retargetable audience is growing fast.

The Acquisition campaign needs attention. Cost per confirmed call rose 42% ($36.99 → $52.56) and frequency hit 1.96. The interesting signal: “We Buy Restaurant Equipment” quietly outperformed “Closing Your Restaurant” on confirms (2 at $14.43 vs 1 at $123.46), despite receiving only 18% of spend. Meta’s algorithm is over-indexing on “Closing” for clicks/calls-placed but “We Buy” is converting those calls into actual confirmed connections at a much higher rate.

Frequency is the key watch item. At 1.96 after two weeks in a contained Houston market, the Acquisition campaign will likely cross 2.5 by next week if audience size stays the same. This is the primary driver of rising CPAs — the audience is seeing the same ads too often. Options: expand geo, broaden age range, or rotate creative.

Changes Made This Week

Week No manual changes made. Both active campaigns ran without intervention. PVM | TRE Leads - Copy had zero delivery (fully paused from prior week).

What's Next

Frequency mitigation (Acquisition): At 1.96 and rising in a geo-contained market, this is the top priority. Consider expanding the radius beyond 50mi, broadening the age range, or introducing fresh creative angles to reset frequency. Without action, CPA will continue climbing.
“We Buy Restaurant Equipment” signal: 2 confirms at $14.43 each is the best cost/confirm this week by a wide margin. It’s getting starved of budget by Meta’s optimization. Worth considering whether to split it into its own ad set with dedicated budget to force more delivery and validate the signal.
“Equipment Sitting Idle” decision: Two weeks of near-zero delivery ($3.12 last week, $1.54 this week). Meta has decided it’s the weakest performer. Either kill it or restructure into its own ad set to force a fair test. Current state is wasted budget.
Engagement campaign: Auctions content is running away with the budget and performing well. No changes needed. The retargetable audience pool should be large enough now (~4,100 reached this week alone) to start coordinating Google Ads retargeting if not already active.
“Used Equipment Tips” note: Went from 136 engagements last week to 1 this week. Meta killed it. If this content theme matters for audience diversity, it needs to be in a separate ad set. Otherwise, let it go.