Daily Briefcase
Tuesday, May 12, 2026 · day 12 of 31 · 24 active accounts · all numbers fictitious
MTD Spend
$36.7K
Day 12 of 31
Pacing Avg
101%
On track
Conv (30d)
791
24 accounts
Active
23
1 inactive
Ramping
1
Learning phase
Book steady at 104% pacing; 2 RISK accounts and 3 DIAGNOSE need attention this week.
📈 Movers (7d)
-
+24%
Crestline Roofing · 87 → 108 · auction pressure climbing
-
+19%
Riverbend Family Dental · 38 → 45 · new sitelinks driving calls
-
-31%
Cobblestone Roofing · 47 → 32 · tracking pixel intermittent
⚠️ Hidden Risks
-
TRACKING
Cobblestone Roofing · Phone conv tag firing on bounced sessions, inflating count.
-
SEARCH TERMS
Ironclad Exteriors · Cluster of cost/cheap queries pulling 18% of spend.
💡 Opportunities
-
OPP
Maple Ridge Roofing · Pacing 89% with rank headroom; lift bid caps 12% on metal roof terms.
-
OPP
Summit Pro Roofing · CPA at target with 47% impression share lost to rank — raise tCPA 15%.
📋 Weekly Actions
- MonFix Cobblestone tracking pixel before Wednesday.
- MonNegate cost/cheap cluster on Ironclad Exteriors.
- MonRaise tCPA on the 5 RAISE accounts on Monday.
- MonLower tCPA on the 4 LOWER accounts after Friday data.
Accounts Health
3
1
20
0 alert
3 watch
1 ramp
20 healthy
tCPA Distribution
2
3
5
4
10
2 RISK
3 DIAGNOSE
5 RAISE
4 LOWER
10 HOLD
| Account | Vertical | Budget | Pacing | Conv 30d | CPA | Health | tCPA | Review |
|---|---|---|---|---|---|---|---|---|
| Crestline Roofingacc-001 | roofing | $9,500 | 71 | $134 | healthy | HOLD | Mon | |
| Summit Pro Roofingacc-002 | roofing | $7,200 | 54 | $132 | healthy | RAISE | Tue | |
| Ironclad Exteriorsacc-003 | roofing | $4,800 | 38 | $142 | watch | DIAGNOSE | Wed | |
| Bluebird Plumbingacc-004 | home-services | $3,200 | 41 | $76 | healthy | HOLD | Wed | |
| Hearth & Home HVACacc-005 | home-services | $5,500 | 49 | $115 | healthy | LOWER | Thu | |
| Cobblestone Roofingacc-006 | roofing | $6,400 | 33 | $263 | watch | RISK | Fri | |
| Northshore Guttersacc-007 | home-services | $1,800 | 22 | $78 | healthy | HOLD | Mon | |
| Steel City Garage Doorsacc-008 | home-services | $2,600 | 28 | $92 | healthy | RAISE | Tue | |
| Maple Ridge Roofingacc-009 | roofing | CA$4,200 | 24 | CA$158 | healthy | HOLD | Wed | |
| Apex Pest Controlacc-010 | home-services | $3,400 | 56 | $64 | healthy | LOWER | Thu | |
| Westhaven Veterinaryacc-011 | vet-clinic | $2,000 | 41 | $46 | healthy | HOLD | Mon | |
| Cedar Park Animal Hospitalacc-012 | vet-clinic | CA$2,400 | 47 | CA$50 | healthy | HOLD | Tue | |
| Riverbend Family Dentalacc-013 | medical | $3,800 | 48 | $84 | healthy | RAISE | Wed | |
| Highland Pediatricsacc-014 | medical | $2,200 | 29 | $68 | healthy | LOWER | Wed | |
| Lakeside Vision Careacc-015 | medical | $1,700 | 26 | $64 | healthy | HOLD | Thu | |
| Birchwood Veterinaryacc-016 | vet-clinic | CA$1,500 | 18 | CA$61 | watch | DIAGNOSE | Tue | |
| Brightline Tutoringacc-017 | education | $1,200 | 19 | $58 | healthy | HOLD | Fri | |
| Cascade Music Academyacc-018 | education | $900 | 14 | $60 | healthy | RAISE | Wed | |
| Northwood Driving Schoolacc-019 | education | CA$1,100 | 16 | CA$62 | healthy | HOLD | Mon | |
| Pinecrest STEM Academyacc-020 | education | $500 | 9 | $60 | ramp | RISK | Fri | |
| Quillstackacc-021 | saas | $10,500 | 31 | $305 | healthy | HOLD | Thu | |
| Tideline Analyticsacc-022 | saas | $8,800 | 24 | $348 | healthy | DIAGNOSE | Fri | |
| Atlas Moving Coacc-023 | other | $2,800 | 34 | $82 | healthy | RAISE | Mon | |
| Bristol Legal Groupacc-024 | other | $4,400 | 19 | $220 | healthy | LOWER | Thu |