Texas Restaurant Equipment — Monthly Performance Report

Executive Summary

June was a pivot month. We wound down the seller-acquisition campaign and, on June 16, launched a new sales-focused call campaign (objective: Sales) built on the Dukers “call to claim” model — the strategic shift from sourcing used equipment to TRE toward driving buyer sales. In its first 15 days it delivered 14 confirmed buyer phone calls at $30.90 each — the account’s most efficient month yet for confirmed calls (vs. April’s $44 and May’s $90). Total June spend of $555.44 came in 34% under May, yet calls placed more than doubled (15 → 40) at roughly a third of May’s cost per call. Early but decisive signal that the sales pivot is working. One gap: the engagement campaign that produced May’s $2,878 Dukers checkout ended May 31, so June carried no website-traffic layer feeding Google — something to reinstate in July.

$555.44

Total Spend

Sales Calls $432.53 + Acquisition $122.91. Down 34% vs May’s $838.28.

Confirmed Calls

All from the new Sales Calls campaign (buyer intent). Up from 6 in May. 40 calls placed in total.

$30.90

Cost / Confirmed Call

Sales Calls campaign only ($432.53 / 14). Best of any month — vs May’s $90.09 and April’s $44.47.

Calls Placed

37 from Sales Calls, 3 from the winding-down Acquisition campaign. Up from 15 in May.

$11.69

Cost / Call Placed

Sales Calls campaign. Down 68% vs May’s $36.04. Strong top-of-funnel efficiency.

10,986

People Reached

22,216 impressions. Lower reach than May by design — two calls campaigns, no broad engagement campaign running.

Strategic Context

The pivot: from sourcing sellers to driving sales. Through the spring, the account’s main call campaign found people wanting to sell equipment to TRE (supply). On June 16 we launched “Equipment Sales Calls” (objective: Sales) to do the opposite — put specific popular items and deals in front of buyers and route them to the phone, where TRE’s best pricing and closing happen. The seller campaign was paused the same week.

Best monthly cost-per-call the account has seen — with a caveat. 14 confirmed calls at $30.90 in 15 days beats every prior month. But the campaign is still young (half a month, and Meta’s learning phase runs the first ~50 conversions), so treat $30.90 as an encouraging early read, not a locked-in number. July’s full-month data will confirm whether it holds.

What pulled the calls: the “call the store” angle. Inside the Sales campaign, the broad “Largest Equipment Store — call us” ad drove 32 of 37 calls on $373. The single-item Dukers D55R discount ad drove 5 calls on just $59 — strong per-dollar, but under-delivered. Read: buyers respond to “call the local store” at volume; the item-specific deal is efficient but needs more delivery and more SKUs to prove out.

Meta × Google — the pipeline still applies, but the top of it went quiet. Meta’s job is creating demand that Google captures on search. June ran calls-only; the engagement/traffic ads that fed that pipeline (and produced May’s $2,878 checkout) ended May 31. Reinstating a light engagement layer in July keeps feeding Google and reproduces those product-intent signals.

May → June: Month over Month

Metric	May (full month)	June (full month)	Change
Total spend	$838.28	$555.44	−34%
Calls placed	15	40	+167%
Confirmed calls	6	14	+133%
Cost / confirmed call	$90.09	$30.90	−66%
Cost / call placed	$36.04	$11.69	−68%
Primary call intent	Seller (supply)	Buyer (sales)	Pivot

Cost-per-call figures use the optimizing campaign only (May: Acquisition; June: Sales Calls) — never blended across campaigns. The intent shift matters: May’s calls were people selling to TRE; June’s are buyers — the outcome the sales pivot is built for. Comparison of confirmed-call cost is like-for-like on the metric, directionally different on intent.

June in Two Phases

Phase	Spend	Impressions	Calls Placed	Confirms	Cost / Confirm
Jun 1 – 15 · Acquisition (seller) winding down	$122.91	5,425	3	0	—
Jun 16 – 30 · Sales Calls launched New campaign	$432.53	16,791	37	14	$30.90

Split by campaign, which maps closely to the calendar: the Acquisition campaign carried the first half of the month before being paused around June 16, when the Sales Calls campaign launched. The seller campaign produced 0 confirmed calls in June before pause; every June confirm came from the new Sales campaign.

Changes Made

Chronological. Items dated before June 1 are marked pre-window — included because their effect carried into this period.

May 31 (pre-window): The Audience Builder – Engagement campaign reached its end date and stopped — this is the campaign that drove May’s $2,878 Dukers checkout. No engagement/traffic ads ran in June as a result.
Early June: The Equipment Acquisition (seller) campaign continued at its baseline pace, then was paused mid-month to redirect budget toward buyer sales. $122.91 spent, 0 confirmed calls.
June 16: Launched “PVM | Equipment Sales Calls | CBO” — objective Sales, campaign-budget optimization, $900 lifetime budget across a June 16 – July 16 flight (~$30/day). Two ads: a “Largest Equipment Store — call us” destination angle and the Dukers D55R call-to-claim discount.
June 16 – 30: Sales campaign delivered 37 calls placed, 14 confirmed at $30.90 — account-best efficiency in its first two weeks.
In production (late June): New Dukers “call to claim” creative set — D55R and D55F feed ads finalized; D28R/D28F and story formats in progress — to broaden the item-deal pool behind the Sales campaign.

What We Expected vs What We Saw

Action	Expected	Actual	Assessment
Launch Sales Calls campaign (buyer intent)	Cheaper, buyer-oriented calls than the seller campaign	$432.53 in 15 days. 37 placed, 14 confirmed @ $30.90 — account-best.	Exceeded
“Largest Equipment Store” call ad	Drive buyer calls to the phone funnel	$373.23, 389 clicks, 32 calls placed. Carried the campaign.	Exceeded
Dukers D55R call-to-claim discount ad	Route item-specific demand to the phone	$59.30, 53 clicks, 5 calls placed — efficient per dollar, under-delivered.	Promising
Wind down / pause seller campaign	Free budget for sales with minimal loss	$122.91, 3 placed, 0 confirmed before pause. Fatigued creative, correctly retired.	As planned
Engagement/traffic layer	Continue feeding Google + product-intent signals	Campaign ended May 31 — nothing ran in June. Pipeline top went quiet.	Gap

Accountability: Recommendations from the May Report

May Recommendation	Status	Evidence
Scale the item-specific discount format with a stronger “call to collect” message.	Done	The Sales Calls campaign launched June 16 is built entirely on the call-to-claim mechanic, including the Dukers D55R discount ad. A broader Dukers creative set (D55R/D55F done, D28R/D28F + stories in progress) is in production.
Hold Acquisition (seller) at ~$10–15/day for June.	Superseded	Held early June, then paused entirely mid-month to redirect budget into the sales pivot — a deliberate strategic change, not a lapse.
Upload the v4/v5 acquisition creatives (SQR-refreshed).	Partial	The showroom/“largest store” angle was carried into the new Sales campaign and became its top performer. The full v4/v5 seller pool was not deployed — the seller campaign it was built for is now paused.
Next Emil sync — exchange Meta ↔ Google signals.	Open	No June sync logged. Carry into July: send the Sales-campaign calls and the $2,878 checkout as Google retargeting candidates; ask for top converting search terms to pick the next discount SKUs.

Campaign Performance

Campaign	Status	Spend	Impressions	Calls Placed	Primary Outcome
PVM \| Equipment Sales Calls \| CBO New Jun 16	Active	$432.53	16,791	37	14 confirms ($30.90 each)
TRE \| Equipment Acquisition \| Calls	Paused	$122.91	5,425	3	0 confirms — wound down
TRE \| Audience Builder \| Engagement	Ended May 31	—	—	—	No delivery in June

The Sales Calls campaign runs on a $900 lifetime budget across a June 16 – July 16 flight, so its full-month read lands in the July report. The Acquisition campaign is paused, not deleted — it can be reactivated if seller sourcing becomes a priority again.

Ad-Level Performance

Equipment Sales Calls | CBO — launched June 16

Ad Name	Spend	Impressions	Clicks	CTR	Calls Placed
Largest Equipment Store — Call Us Top Performer	$373.23	14,414	389	2.70%	32
Dukers D55R Fridge — Discounted (call to claim)	$59.30	2,377	53	2.23%	5

14 confirmed calls total across the campaign (Meta reports confirms at campaign level, not per ad). The store/destination angle took ~86% of delivery and drove the call volume; the Dukers discount ad returned 1 call per ~$12 on limited spend — the per-dollar signal is strong enough to warrant more delivery and additional item SKUs.

Equipment Acquisition | Calls — winding down (paused mid-June)

Ad Name	Spend	Impressions	Clicks	Calls Placed
Equipment Removal	$66.74	2,530	42	3
Closing Your Restaurant	$41.66	2,069	34	0
Equipment Sitting Idle	$8.12	510	1	0
We Buy Restaurant Equipment	$6.39	316	5	0

The seller creative had fully fatigued — 0 confirmed calls on $122.91 across four ads — which is exactly why the campaign was paused and the budget moved to sales.

Analysis & Insights

The sales pivot is off to the best start the account has had. $30.90 per confirmed call and $11.69 per call placed both beat every prior month, on a third less total spend. Even discounting for the learning-phase honeymoon, the direction is clearly right: buyer calls are cheaper to generate here than seller calls ever were.

“Call the store” out-pulled the single-item deal — on volume. The broad destination ad drove 32 of 37 calls. That doesn’t make the item-deal wrong — the Dukers ad returned 5 calls on $59, an efficient per-dollar rate — it means the deal ad was starved of delivery. The plan is to keep the store ad as the volume workhorse and rotate a widening set of item-specific deals (more Dukers SKUs, then a fryer/range) as the “reason to call today.”

The top-of-funnel went quiet. With the engagement campaign ended May 31, June created no new website traffic or product-intent pixel events — the very signals that feed Google and produced May’s $2,878 checkout. A small engagement line in July closes that gap without much budget.

Budget reality — $900/month, now concentrated on sales. The full $900 envelope is behind the Sales Calls campaign for the June 16 – July 16 flight. If July’s full-month efficiency holds near June’s, this campaign earns a budget increase; a modest slice should also fund a light engagement layer to keep the Google pipeline fed.

Recommendations for July

Let the Sales campaign complete its flight and judge it at full-month scale. June was 15 days inside Meta’s learning phase. If July holds near $30/confirm, scale the budget — this is the first call campaign in the account worth leaning into.
Widen the item-deal creative and give it real delivery. Ship the rest of the Dukers “call to claim” set (D28R/D28F + story formats) and rotate SKUs so the campaign isn’t leaning on a single store ad. Give the discount ads enough budget to read properly.
Reinstate a light engagement/traffic layer. June ran calls-only and stopped feeding Google. A small ($8–10/day) engagement line rebuilds the demand-creation top of the funnel and reproduces the product-intent signals (like May’s $2,878 checkout).
Close the attribution loop with TRE. The one number we can’t see is how many of these buyer calls became sales. A quick monthly check-in with the team on call outcomes turns “14 confirmed calls” into a real ROI figure.
Next Emil sync. Send: the Sales-campaign calls and the $2,878 checkout as Google retargeting candidates. Ask: top converting search terms and product categories (to choose the next discount SKUs), and geographic clustering (to inform any geo expansion).

Budget Summary

$555.44

Total Spend (June)

Sales Calls $432.53 + Acquisition $122.91. Under the $900 envelope — the Sales campaign only ran the back half of the month.

$900

Monthly Target

Now concentrated on the Sales Calls campaign ($900 lifetime, June 16 – July 16). July is the first full month at this allocation.

$28.84

Sales Campaign Daily Avg

$432.53 over 15 days. Pacing to spend the $900 flight by July 16. Blended account daily avg for June: $18.51.