YTD Spend$282k21 communities, 119 campaigns
Conversions2,057All form submissions tracked
Blended CPA$137All campaigns, all months
Migration PointAprilLegacy → new campaign structure
Top PropertyCrossing~$64 avg CPA across communities
⚠ Critical — Act on This
The April migration is underperforming significantly across The Reserve and The Gallery
Legacy campaigns (Search_NB, Search_LOC) were paused in late March and replaced with a new architecture. But the new-gen campaigns launched in April are generating far fewer conversions per dollar. The Reserve's new campaigns averaged roughly $640 CPA in April vs. ~$148 CPA on the campaigns they replaced. The Gallery is worse — most new-gen campaigns show 0–2 conversions on $1,500–$2,300 in monthly spend. The red trend badges in April make this visible at a glance.
Reserve legacy avg: ~$148 CPA
Reserve new-gen avg: ~$640 CPA
Gallery new-gen avg: ~$830 CPA
✓ Standout — Model to Replicate
The Crossing is the most efficient account, and its new-gen campaigns are working
Crossing communities delivered consistent sub-$100 CPAs across all three legacy months. When the new AL-SL and Memory Care campaigns launched in April, the efficiency held: Heritage AL-SL at $31 CPA is the single best result across the entire ESL portfolio. The green trend badges throughout Jan–Mar reflect a stable, well-performing structure. This account is worth studying as a template for fixing The Reserve and Gallery.
Heritage AL-SL: $31 CPA
Heritage MC: $36 CPA
All 4 communities: consistent
✓ Encouraging — Early Signal
Sancerre's new AL-SL and Memory Care campaigns are the exception that proves the rule
Sancerre is the only non-Crossing property where the new-gen structure is performing well. Orange City, Atlee Station, and Palm Coast all launched AL-SL and MC campaigns in April generating conversions at $37–$95 CPA. Understanding what Sancerre and Crossing have in common — landing page alignment, bid strategy, audience configuration — should be a priority before rebuilding Reserve and Gallery.
Orange City AL-SL: $37 CPA
Atlee Station AL-SL: $64 CPA
Palm Coast AL-SL: $56 CPA
↓ Trend — Pre-Migration Taper
Spend and conversions declined across all properties in March before new campaigns launched
January and February were peak months for legacy campaigns. March saw a planned ramp-down — The Gallery dropped from ~$44k in Feb to ~$21k in March, and Sancerre's Palm Coast from $6,545 to $2,908. This created a conversion trough before the new campaigns were live to pick up the slack. The red trend badges on many March cells reflect this managed decline, not underperformance.
Gallery Feb→Mar: $44k → $21k spend
Sancerre Palm Coast: $6.5k → $2.9k
⚡ Watch — New Markets, No Baseline
Several new Gallery communities launched in April with no prior conversion history
Gallery communities Longmont (CO) and Roland Park (MD) are brand new — zero spend in Jan, Feb, or March. Combined they're spending ~$4,400/month with only 5–6 conversions to show. These are likely new community openings. Early-stage spend is expected, but without history it's impossible to benchmark. These accounts need 60–90 days before drawing conclusions, and budgets should stay conservative until that data exists.
Longmont SL: $3,081 CPA
Roland Park SL: $1,076 CPA
No prior baseline to compare against
→ Recommendation — What to Do in May
Give the new structure one more month, but pause the highest-spend zero-conversion campaigns now
Two scenarios explain April's performance gap: new campaigns may still be in Google's learning phase (~50 conversions, 2–4 weeks needed), or there are structural issues with targeting or landing pages. With only one month of data, it's too early to scrap the architecture. But for Gallery campaigns spending $1,500+ with zero conversions — several Hacienda Lakes, North Port, and Cape Coral sub-type campaigns — pausing and consolidating budget into better-performing SL rollups makes sense now.
Use Crossing + Sancerre as benchmark
Pause: Gallery $0-conv, high-spend
Full review: end of May