Portfolio Pacing · October 2026

Real Estate Portfolio
Month-to-Date Update

Where October spend stands against budget on Day 18 of 31 — and what to do about it.
3 Clients|October 1 – 18, 2026|58.1% of month elapsed
Portfolio · Section 01

Portfolio at a Glance

3 accounts share a $11,300 combined October envelope. As of Day 18, the portfolio is underpacing by $2,491 — a 38.0% shortfall to pro-rata target. 2 of 3 accounts are underpacing; 1 is ahead; 0 on track.
October Budget
$11,300
Combined 3-client envelope
MTD Spend
$4,070.35
Days 1–18 actual
vs Pace Target
−$2,490.94
38.0% under pro-rata
Projected Month-End
$7,010
−$4,290 vs budget at current pace
Client October Budget MTD Spend Target (Day 18) Variance Projected EOM vs Budget
Real Estate Post $1,300 $1,284.97 $754.84 +$530.13 (+70.2%) $2,213 +$913 (+70%)
Addresses of Distinction $4,500 $758.83 $2,612.90 −$1,854.07 (-71.0%) $1,307 −$3,193 (-71%)
Hall Signs $5,500 $2,026.55 $3,193.55 −$1,167.00 (-36.5%) $3,490 −$2,010 (-37%)
Portfolio Total $11,300 $4,070.35 $6,561.29 −$2,490.94 (-38.0%) $7,010 −$4,290 (-38%)
By Client · Section 02

Client-by-Client Pacing

Each card shows MTD actual vs the pro-rata target for Day 18 (58.1% of the month). The black tick on each bar marks where spend should be today.
Real Estate Post
CID 4631988316 · $30K annual envelope
70% Over Pace
MTD Pacing $1,284.97 / $1,300 October budget
$1,285 (98.8%)
$0 $1,300
October Budget
$1,300
MTD Spend
$1,285
Day 1–18
Target (Day 18)
$755
Variance
+$530
70.2% over
Required Daily
$1
vs $71 current
Context: August closed at $3,542.86 against a $2,500 budget, $1,043 over (+41.7%), making it the third consecutive month over plan — June $4,791 vs $4,000, July $5,454 vs $3,200, now August. The annual envelope is the reason this matters: $25,556 of $30,000 is spent, leaving $4,444 against a $6,000 Sep–Dec plan. A month ago that gap was $513; it is now $1,556. The rest of the year is no longer fully funded. The overspend is also not buying availability — all three campaigns sit at 0% IS lost to budget with 55–65% lost to rank, so the extra dollars are bidding into an auction ceiling, not opening new inventory. August CPA was $69.47 on 51 conversions. Trim caps now, starting with PMax Feed Only Style A & B: it is the largest line at $1,759 and the worst efficiency at $109.91 CPA, against Brand's $44.81.
Analysis written 2026-09-02 · figures above are current through Oct 18
Addresses of Distinction
CID 6183012651 · $30K annual envelope
71% Under Pace
MTD Pacing $758.83 / $4,500 October budget
$759 (16.9%)
$0 $4,500
October Budget
$4,500
MTD Spend
$759
Day 1–18
Target (Day 18)
$2,613
Variance
−$1,854
71.0% under
Required Daily
$288
vs $42 current
Context: Landed the month almost exactly on plan: $2,603.12 against $2,500 (+4.1%). That confirms the correction rather than a one-week blip — July closed $3,822 against $2,500 (+53% over), and the tighter August did not cost efficiency: CPA improved to $63.49 on 41 conversions, from $74.94 in July and $79.79 at the mid-August read. The thing to watch is ahead, not behind. September steps the budget from $2,500 to $4,000 (+60%) and October peaks at $4,500, but all three campaigns are at 0% IS lost to budget — Brand is already at 90.4% impression share, and the two General geo campaigns run 22.8% (FL) and 26.0% (GA) IS with roughly 75% lost to rank. The step-up money has no budget-capped inventory to flow into, so it may simply not deploy. FL is also the weakest line at $129.58 CPA vs GA's $63.48. Envelope is healthy: $16,568 of $30,000 spent, $13,432 left against a $12,000 Sep–Dec plan. Leave caps alone; if September underspends, that is a rank problem to solve with bids and quality, not a pacing failure.
Analysis written 2026-09-02 · figures above are current through Oct 18
Hall Signs
CID 8378921672 · $50K annual envelope
37% Under Pace
MTD Pacing $2,026.55 / $5,500 October budget
$2,027 (36.8%)
$0 $5,500
October Budget
$5,500
MTD Spend
$2,027
Day 1–18
Target (Day 18)
$3,194
Variance
−$1,167
36.5% under
Required Daily
$267
vs $113 current
Context: August closed at $4,666.77 against the $7,500 peak-month plan, $2,833 short. That is the second consecutive peak month missed and by a wider margin than the first: July closed $4,065 vs $6,000 (−32.2%), August −37.8%. The mid-month read said “raise Brand first.” Month-close data says Brand alone cannot close this. Brand is genuinely budget-capped — 30.4% of impressions lost to budget, only 3.5% to rank — and it is the cheapest conversion in the portfolio at $26.82 CPA, but it spent just $590 all month. Recovering its lost share scales it to roughly $860, about +$270, under 10% of the gap. The only campaign large enough to absorb the rest is Sign Blanks Material: $3,648 for 10.7 conversions, a $340.66 CPA on 11.6% IS with 59.2% lost to rank. Shopping (Warning Signs) has no budget headroom at all — 0% lost to budget, 76.5% to rank. Read together: the $7,500 plan is not deployable at current efficiency. Uncap Brand — that is free upside — but do not push Sign Blanks to fill the plan. $22,236 of the $50,000 envelope remains against a $17,000 Sep–Dec plan, so there is $5,236 of unallocated room; the account has now shown two straight months that it cannot spend $6,000–$7,500 profitably, so reprofile rather than force the fill.
Analysis written 2026-09-02 · figures above are current through Oct 18
The Read · Section 03

What the Numbers Say

Multiple underpacing accounts in the same month suggest a market-side signal — not setup errors. On-pace accounts act as the control variable.
Pacing pattern
Addresses of Distinction at -71%, Hall Signs at -37%. If the gap holds, projected October closes $4,290 under the $11,300 budget.
Where the gap is
Same direction, same period — likely shared demand or auction dynamic in this vertical. Not random.
What to verify
Pull IS lost to budget vs rank for any account >10% off pace. Budget loss = increase caps. Rank loss = quality work needed first. Also confirm no paused campaigns on any underdelivering account.
Action · Section 04

This Period's Moves

Diagnose first, reallocate second. A budget increase only works if the IS-lost-to-budget data says dollars will translate into clicks.
  1. Pull IS lost to budget vs rank — last 7 days — for any underpacing account. If >15% IS lost to budget exists, the account is demand-capped and budget will fill it. If it's all rank loss, more budget won't help and we need bid/quality work first.
  2. Confirm no paused or limited-by-status campaigns on severely underpacing accounts. Large pacing misses can be operational (paused campaign, exhausted shared budget, disapproved assets) rather than market-driven. 5-minute check.
  3. If accounts are rank-capped, freeze the reallocation conversation. Spending more produces waste. Redirect attention to RSA / Quality Score / negative refinement.
  4. If accounts are budget-capped, raise daily caps proportionally to recover pace. Use the "Required Daily" figure on each client card. Stage in 25% increments over 3 days; do not jump straight to target.
  5. Re-run this MTD update mid-month and again before each client call. Lets you see if diagnostic actions moved pacing or if the gap is locked in.