Timeline

Go check, go check your messages here on Zoom.

[Web Browser Content] Ads Manager - Manage ads Campaigns: North Valley Solar Power Campaigns Overview: - BillAudit(re-taggedstandalonesolar)-batch03 (In draft) - NVSP-PrepaidPPA-batch03 (In draft) - NVSP-BillAudit-batch03 (In draft) - VC | GridGen | FB Lead Forms (Active) - 18 Leads (Form) - $84.25 Cost per result - VC | PPA | FB Lead Forms (Active) - 33 Leads (Form) - $45.61 Cost per result - SCC | TOF Sacramento Takeover | LEADS | 12... (Off) - SCC | TOF Sacramento Takeover | LEADS | 11... (Off) - SCC | Sacramento Takeover | VV (Off) - Test-convertedLead | SSW | NVSP | FB Lead (Off) Performance Metrics (Last 30 days: Apr 15, 2026 - May 14, 2026): - Total Results: 14 campaigns - Total Spend: $1,516.41 - Impressions: 17,504 - Reach: 14,623 Actions: - Review and publish (68) - 3 recommendations available for active campaigns

I'm not keeping you from anything, am I? Alright. Mhm. Alright, so we are... let's see. Yeah, I'll pull my screen up and we'll go through this beast because we gotta get this shit rolling. Oh yeah, while I'm waiting for this to load up, go check—go check your messages here on Zoom.

Speaker 1: I just want to lay down, watch a TV show and fall asleep. Or before that, I go to the beach and fall asleep at the beach. Speaker 2: Mhm. Speaker 1: Let's see. You want me to stop sharing? Speaker 2: Yeah, I'll pull my screen up and we'll go through this beast and get this shit rolling. Speaker 1: Oh yeah, while I'm waiting for this...

Speaker 1: ...there and we can sit here and deliberate what we want to do. I'm not keeping you from anything, am I? Speaker 2: Uh-uh. Speaker 1: I'd like to go to the beach, but I'm tired and I got a million terminals open and honestly, bro, I don't even take naps, but my bed right now, I feel like...

So, let me go ahead and do this. Let me go fire up a Monster and you and I can sit here and deliberate what we want to do.

Speaker 1: Yeah, and then we'll do the same thing for our ship once we want to get rolling on that. Speaker 2: Yeah, hell yeah. Whenever you want, you let me know. We gotta just get the fun— I guess have the funnels together and then start run— start getting at it, right? Speaker 1: So let me go ahead and do this. Let me go fire up the...

Mhm. Yeah. And then we'll do the same thing for our shit once you want to get rolling on that.

[Web Browser Content] Ads Manager - North Valley Solar Power Performance Recommendations: - Advantage+ creative enhancements: Potential for 3% lower cost per result. - Budget optimization: Increase budget for 2 campaigns to get more results. - Conversion tracking: Update performance goal to maximize conversion leads. Account Overview: - Account: North Valley Solar Power (10715...) - Active campaigns: 2 - Amount spent in last 7 days: $710.03 - Learning phase: 0% spent Opportunities: - Apply recommendations to improve performance and earn points.

[Web Browser Content] Ads Manager - Manage ads Account Overview: North Valley Solar Power (1071572478173595) Campaigns: - VC I GridGen I FB Lead Forms (Active): 8 Leads (Form), $88.75 Cost per result - VC I PPA I FB Lead Forms (Active): 2 Leads (Form) - NVSP-BillAudit-batch03 (Draft) - NVSP-PrepaidPPA-batch03 (Draft) - NVSP-BillAudit(re-taggedstandalonesolar)-batch03 (Draft) Performance Summary (Last 7 days): - Amount spent: $710.03 - 10% spent in learning phase Recommendations: - Advantage+ creative enhancements: Potential 3% lower cost per result - Increase budget for 2 campaigns: Potential for more results - Update performance goal to 'Maximize number of conversion leads'

Speaker 1: I'm gonna go ahead and I'll run this batch again. I'll do it again next week. Speaker 2: Okay. Speaker 1: He's gonna find out real quick what we're talking about. Speaker 2: So, alright, so we're done on this and then he just needs to do that because us doing it won't work. Alright, sounds amazing.

[Web Browser Content] Batch 03 — 2026-05-13 827 — This Isn't a Solar Ad 829 — Name One Other Electricity Option 830 — How Much Have You Paid PG&E 831 — You Didn't Get Burned by Solar 832 — 10 Years of PG&E Bills, In One Picture 833 — 15 Locations. We're Still Here. 834 — Pay Your Power Bill Once. Then Never Again. 835 — Your Pension Doesn't Grow. PG&E's Rate Does. 836 — The Bid-Winning Move 837 — Lump Sum Math 838 — The House With No Power Bill

Speaker 1: This is the kind of shit I like to do. And then, and then next week after that runs, we'll have data on all those ads, and I'll go ahead and I'll run this batch again, and we'll do it again next week. So, I mean, he's, he's gonna find out real quick what wins and what doesn't, so.

[Web Browser Content] North Valley Solar Power — Media Buying Analysis Files in folder: - NVSP_Media_Buying_Brief_N - Preliminary Discovery - North Valley Solar Power — CASH Analysis (ad teardown) - North Valley Solar Power — Observations & Hypotheses (PPA vs GridGen) Sidebar: - Ads Manager - Developers - Mission Control - Hermes Agent - Call Tracking

[Document Content] North Valley Solar Power — Media Buying Analysis The trajectory is concerning. January through mid-February the account was spending $200/day between Sacramento and the VC campaigns. After February 11 it dropped to $100/day and has stayed there for three months. The account is not growing. It is shrinking in real terms as CPMs rise. The same $100/day buys fewer impressions and fewer leads every month in a rising auction environment. The risk of running the whole account on $100/day of test campaigns is real and specific. Two failure modes: First, if VC GridGen continues to fatigue and CPL climbs past $80—90, there is no backup. The account has no other active campaign to absorb that spend. Second, VC PPA's fresh audience (frequency 2.48) is only fresh because the budget is tiny. At $50/day in Northern California solar, the algorithm is barely touching the available audience. That low frequency is not a sign of a large untapped pool — it may simply reflect that $50/day can only reach so many people before the budget runs out each day. The "freshness" could evaporate quickly if the campaign is not structured correctly when scaled. The deeper pattern: this account has demonstrated it can generate leads at $38—68 CPL across two distinct angles in the current environment. That is the signal. The problem is not creative or angle — it is budget allocation and campaign structure. The account is under-investing in what works. OBSERVATIONS 01. VC PPA is the best-performing lead-gen campaign this account has ever run. $38.62 CPL beats the lifetime SSW PPA floor of $53.10 and the Sacramento "12.11" result of $52.23. This is not a small improvement — it is a 27% lower CPL than the previous best comparable campaign. 02. VC GridGen's frequency of 4.03 on a $50/day budget is a more serious signal than it looks. It needs new creative now, before CPL starts climbing. 03. The event tracking is inconsistent between campaigns. The Sacramento "12.11" campaign tracked "actions:lead." The VC campaigns track "actions:leadgen.other." 04. The two VC campaigns together have spent $6,943.22 over 4.3 months. PPA generated 73% more leads on the same spend compared to GridGen. 05. The CPM gap between the two live campaigns ($84.39 PPA vs $69.55 GridGen) is counterintuitive. PPA is paying more per thousand impressions but generating cheaper leads, meaning PPA's conversion rate from impression to lead is substantially higher. 06. The Sacramento "12.11" campaign ran at $55.05 CPM — cheaper than either current VC campaign. 07. Copying the "12.11" campaign showed that even a short-run test of the same structure underperformed the original, confirming the original was not just lucky. 08. There is no retargeting or warm-audience layer active anywhere in the account right now. 09. The account is generating approximately 142 leads over 4.3 months from the two live VC campaigns (90 PPA + 52 GridGen), roughly 1 lead per day.

[Chat Transcript] # north-valley-solar-power Michael Meino 4:51 PM Working on this still but it came out after a 3 hour run, one thing is I really suggest on the location landing pages you use only the tracking number from the GMB.... Dynamic call swap + GMB number can be done but the way its set up on your site I used to do that then I just went with GMB number only and rely on UTM Tags to know where the traffic came from. Can you send over call tracking log ins when you get a chance. Michael Meino 7:22 PM Hey, Kurt, thank you, bro. And yeah, just so you know, also I forgot to mention that site is set to no index, so it won't, you know, show up and shit... Dan 5:04 PM @Kurt Happy Friday! I've uploaded the three ad campaigns to the account. I'd need you to go in and approve the ad budgets at the Ad Sets level for each campaign, and then activate them, it seems like our access to the account doesn't let us activate the campaigns from our side. Let me know if you get stuck or it doesn't work and we'll hop on a call. We can hit it on Monday. Enjoy the weekend!

Speaker 1: Yeah, I'll send you the campaign. Speaker 2: Word. Okay, awesome. Speaker 1: Yeah. Speaker 2: So all he has to do is check it out and then click apply. Speaker 1: Yep. Speaker 2: Fuck yeah. All right, great. Speaker 1: That's the kind of... that's the kind of shit I like to do. Speaker 2: Word. Speaker 1: And then... and then next week after that runs, we'll have data on all those ads.

Speaker 1: Yeah, there's a couple of them, like just turning stuff on and off, upping budgets, things like that. So we'll go ahead and do those on Monday, but I just want to make sure that all that stuff is in the account for him now. Speaker 2: Yeah. Speaker 1: So, yep, that's the kind of—that's the—

Speaker 1: Okay, so did that say it should be tweaked or give any suggestions? Speaker 2: It's... there's a couple of them, like just turning stuff on and off, upping budgets, things like that. Speaker 1: So we'll go ahead and do those on Monday, but I just want to make sure that all that stuff is...

[Document Content] North Valley Solar Power — Media Buying Analysis Current-state analysis (PRIMARY): Meta Ads Manager export, campaign-level, 2026-01-01 to 2026-05-11 ($15,798 spent). Historical context (APPENDIX): 12-month export, 2025-05-09 to 2026-05-11 ($59,753 spent). TLDR — What's Actually Happening Right Now The account has effectively been rebuilt from scratch in 2026. Everything that generated volume in 2025 is off. The current live footprint is $100/day across two test campaigns. VC PPA at $38.62 CPL is the best cost-per-lead this account has ever produced in any window. It is sitting at $50/day with a fresh audience (frequency 2.48) and has never been scaled. This is the most important fact in the dataset. VC GridGen is fatiguing (frequency 4.03 on a $50/day budget is a real signal — that's a small audience being hit hard). CPL of $66.68 is consistent with GridGen's historical floor but will deteriorate without a creative refresh. The Sacramento "12.11" campaign ran for ~6 weeks, produced 163 leads at $52.23 CPL, and ended. Nobody has replaced it. That structure worked and is currently sitting dormant. There is no warm audience layer. The Sacramento VV video-views campaign that cheaply built a warm pool in 2025 is dead and hasn't been rebuilt. Both live campaigns are running cold. CPM is rising: $56.56 lifetime average to $63.20 YTD 2026. The two active campaigns are running at $84.39 and $69.55 CPM respectively — expensive for a $50/day budget in a competitive solar market. At $100/day the account is generating roughly 2—3 leads per day combined. For a residential solar operation in Northern California this is not a pipeline. It is a trickle. The path to more leads at lower CPL is not complicated: scale VC PPA immediately, refresh GridGen creative, and rebuild the Sacramento structure. The data supports all three moves. Nothing is being done because the account is in a holding pattern.

Everything we should be doing to the account is in here. So, current state, what's going on, changes that need to be made, patterns we're noticing, like everything's in here.

[Web Browser Content] North Valley Solar Power — Observations & Hypotheses North Valley Solar Power — Media Buying Analysis North Valley Solar Power — CASH Analysis (ad teardown: PPA vs GridGen) Type | People | Modified | Source + Ask Gemini North Valley Solar Preliminary Discovery

[Web Browser Content] Preliminary Discovery Ad Packages Type People Modified Source + Ask Gemini North Valley Solar

[Web Browser Content] Google Drive - North Valley Solar Folder Files: - North Valley Solar — Creative Sign-Off Sheet (batch-01 + batch-02, 26 ads) - batch03 ads meta_import_FIXED.csv - batch03_image_manifest.csv - North Valley Solar — Batch-03 Launch Plan + Meta Bulk Import Guide - North Valley Solar — Batch-03 Testing Slate (52 Hero Ads)

[Web Browser Content] Meta Ads Manager - North Valley Solar Power Account Overview: North Valley Solar Power (1071572478173595) Campaigns: - VC I GridGen I FB Lead Forms (Active): 2 Leads, 100% results - VC I PPA I FB Lead Forms (Active): 6 Leads, 14.3% results - NVSP-BillAudit-batch03 (In draft) - NVSP-PrepaidPPA-batch03 (In draft) - NVSP-BilIAudit(re-taggedstandalonesolar)-batch03 (In draft) Performance Summary (Last 7 days): - Total Leads (Form): 8 - Amount Spent: $710.03 - Cost Per Lead (Form): $88.75 Status: Publishing 1 of 6

Yeah, correct. So, so I'll show you here. So in, in here... Okay, there we go. So during discovery, I was doing all this. I did media buying analysis. And then everything we...

Speaker 1: We're gonna run these and then maybe turn those off, keep those on, you don't know yet, what's the deal? Speaker 2: So, I'll show you, I'll show you here. Speaker 1: Okay, so in here, down here... Speaker 2: So during discovery, I was doing this and then...

Yeah, yeah, yeah. That's him. That's North Valley Solar Power.

Speaker 1: These are the ones he's had going, right? Speaker 2: Yeah, yeah. Speaker 1: These are the new ones? Speaker 2: Yeah. Speaker 1: What's NVSP? Speaker 2: That's, um, Nesters Valley Solar Power. Speaker 1: Oh, oh, oh. These are the ones you did. Speaker 2: Yeah. Speaker 1: These are the ones he had active. Speaker 2: Correct. Speaker 1: Are we optimizing these or...

to like 15, 20 for the cost per lead.

[Web Browser Content] [14%] Publishing - Ads Manager - Manage ads - Ad sets - Google Chrome North Valley Solar Power (1071572478173595) Campaigns and Ad Sets Overview: - Active campaigns: BROAD | FB Lead Forms | Zips, VC | GridGen | FB Lead Forms, VC | PPA | FB Lead Forms - Drafts: NVSP-BillAudit-batch03, NVSP-PrepaidPPA-batch03, and various ad variations (e.g., "10 Years of PG&E Bills", "This Isn't a Solar Ad") Performance Metrics: - Amount spent in last 7 days: $710.03 - Opportunity score: 80 points - Recommendations: Increase budget, update performance goals to maximize conversion leads, and apply Advantage+ creative enhancements. Actions: - Publishing 1 of 6 changes. - Reviewing ad set performance (Highest cost per lead: $181.83, Lowest cost per lead: $57.73).

Speaker 1: I don't care, but look, I just put a thing in the chat, just hey, here's what you need to do. If you have any questions, hit me up Monday, we'll go through it. Speaker 2: Okay, great, great. Yeah, because I want to get that number down to like 15, 20 for the prospect lead. What's this? Speaker 1: That's what he—he had—

It could be the—it could be the permissions and the access. I'm betting it's that, but I don't care. Like, I just put a thing in the chat, just, "Hey, here's what you need to do." If you have any questions, hit me up Monday, we'll go through it. Yeah, because I want to get that number down...

Speaker 1: I have 200 or 210 ads ready to go. Speaker 2: But is that because—yeah, yeah, no, that's great. Is that because of something on my account or the way he gave us access? Like why— Speaker 1: It could be the per—it could be the permissions and the access. I'm betting it's that, but...

Yeah, yeah, yeah. But he's got what, 210 ads ready to go?

Speaker 1: Then it pulls it up. Speaker 2: Yeah, drives me to the... I think he's gotta do it on his side. Speaker 1: He has to do it? Okay. It says publishing, so this is fake too? Speaker 2: Yeah. Speaker 1: Okay. Wow, that's fucking stupid. Speaker 2: Yeah, well these guys...

Didn't pull the zips. Fuck. Yeah. Jeff needs to... Okay, he's gotta do it on his side.

[Web Browser Content] Confirmation Error while publishing draft: (#200) Draft Can't Be Published: Either you need permission to publish this draft or this ad account was disabled. Contact the business owner for permission or read about troubleshooting a disabled ad account. Ad name Report a problem Status Drafts listed with $20.00 Daily budget.

[Web Browser Content] Facebook Ads Manager - North Valley Solar Power Ad sets status: Publishing 1 of 6 Review and publish (62) Campaigns: North Valley Solar Power (1071572478173595) Ad sets list: - "10 Years of PG&E Bills" - "This Isn't a Solar Ad" - "August Is Coming" - "Name One Other Electricity Option" - "How Much Have You Paid PG&E?" - "You Didn't Get Burned by Solar" - "Pay Once. Then Never Again." - "15 Locations. We're Still Here." - "The Bid-Winning Move" - "Your Pension Doesn't Grow." Error Message: Publish didn't complete. Something went wrong and your items weren't published. Please try again later.

[Web Browser Content] Meta Ads Manager - North Valley Solar Power Publishing 1 of 6 Ad sets for North Valley Solar Power (10715...) Draft Ad Sets: - 10 Years of PG&E Bills - This Isn't a Solar Ad - August Is Coming - Name One Other Electricity Option - How Much Have You Paid PG&E? - You Didn't Get Burned by Solar - Pay Once. Then Never Again. - 15 Locations. We're Still Here. - The Bid-Winning Move - Your Pension Doesn't Grow Status: Publishing 1 of 6 - Publish didn't complete

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Screen: 86 Campaign score O Your campaign has room to improve. Conversion location Choose where you want to generate leads. About conversion locations Off v + Advantage+ leads campaign O Advantage+ campaign budget and audience are off. You could get 14-24% lower cost per lead by choosing website and instant forms Send people to your website or instant form, wherever they're most likely to convert. Apply now Show more (1) • Preview 6) + 14 points You could get 14-24% lower cost per lead by choosing website and instant forms O Send people to your website or instant form, wherever they're most likely to convert. Apply now Website Performance goal How you measure success for your ads. About performance goals Maximize number of leads @ Review 1 error INVALID_AGE_MAX: The maximum age you have selected c

Speaker 1: But you just had your mouse on it, the age max. Go back up. Yeah. Set it from like, I don't know, 65. There you go. Nope. Yeah, do that.

Speaker 1: Let's just go dynamically one off. There we go. Speaker 2: Which one? Speaker 1: The... you just had your mouse on it. The H-Max. Speaker 2: Oh yeah, okay, okay. Speaker 1: Yeah, set it from like... I don't know, 65. Speaker 2: There you go. Speaker 1: Nope. Yeah, do that.

Finish, uh, keep going. Dynamic we want off. There we go.

Speaker 1: Six error. Yeah, okay. Let's see here. It doesn't like age. Speaker 2: What it don't like? Speaker 1: Age. At the audience code. There's a red box. Speaker 2: Yeah. Speaker 1: Scroll down to where that—there should be a red box in the middle column here. It should just be age.

Speaker 1: Fix error. Yeah. Okay. What's the error? Speaker 2: Doesn't like the age. Speaker 1: All right. Age of the audience... go up. There's a little red box. Yeah, scroll down to where that... there should be a red box in the middle column here. Should just be age.

Screen: Ads Manager - Manage ads - X New Tab X Batch 03 — 2026-05-13 - Goog NVSP_Media_Buying_Brief_Mer X Admin - Google Drive meta ads asset uplaod - Google X + 2; adsmanager.facebook.com/adsmanager/manage/campaigns?act=1071572478173595&nav_entry_point=ads_account_quality&columns=name%2Cdelivery%2Crecommendations_guidance%2Cresults%2Ccost_per_re... Ask Gemini A Mission Control Work A Extract ad warnings... Claude (MCP) Extract YouTube video t... X Claude (MCP) Facebook profile optim... 1. 80 Opportunity score • 6) Actions + See more Ads Manager - Man... Merlino Marketing -... Hermes Agent - Das... O Developers Call Tracking CTR Geeks Domain Portfolio D... 00 000 Campaigns North valley solar Power (10715... All ads Active ads @ Had delivery Search to filter by: name, ID or metrics Publishing 1 of

Nah, it shouldn't be. Uh, yeah. Or you should be able to hit that, actually. See what happens.

Speaker 1: View and publish this. So he just needs to press that, that's what you're saying? Speaker 2: Yeah. Speaker 1: Oh nice. Okay. Speaker 2: Or you should be able to hit that and actually see what happens.