House ads

# Not live yet (gaps #2)
curl -X POST "https://api.sb/leaseline.app/campaigns?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"house-ads"}'

 1import { $ } from 'startup-builder'
 2
 3return await $.Campaign.create({ play: 'house-ads' }, { mode: 'try' })   // dry run on the day-0 Startup, 2026-08-24 · Not live yet, gaps #2

npx startup-builder do Campaign.create --json '{"play":"house-ads"}' --try   # Not live yet (gaps #2)

{
  "name": "do",
  "arguments": {
    "code": "return await $.Campaign.create({ play: 'house-ads' }, { mode: 'try' })   // dry run on the day-0 Startup, 2026-08-24 · Not live yet, gaps #2",
    "mode": "try"
  }
}

 1{
 2  "type": "https://startupbuilder.dev/errors/refused",
 3  "title": "Refused",
 4  "status": 422,
 5  "detail": "house-ads can’t start: 2 checks fail.",
 6  "checks": [
 7    {
 8      "check": "use-when",
 9      "status": "pass",
10      "observed": "2 Startups (Leaseline, Keyfold); 5,400 eligible host views a week",
11      "doc": "/plays/house-ads#check-use-when",
12      "then": "Metric.query"
13    },
14    {
15  …

curl "https://api.sb/leaseline.app/events?where=name%20in%20(%22Site.published%22%2C%20%22Offer.published%22%2C%20%22Content.drafted%22%2C%20%22Schedule.fired%22%2C%20%22Agreement.signed%22%2C%20%22Order.placed%22)&limit=1" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

# Not live yet (gaps #7)
curl -X POST "https://api.sb/leaseline.app/triggers/fire?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"like":"event_1199"}'

# Not live yet (gaps #7)
curl "https://api.sb/leaseline.app/decisions?where=on%20%3D%20%22page_77%22" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

# Not live yet (gaps #7)
curl "https://api.sb/leaseline.app/actions?where=on%20%3D%20%22page_77%22" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

 1import { $ } from 'startup-builder'
 2
 3const { events: [last] } = await $.Event.list({ where: 'name in ("Site.published", "Offer.published", "Content.drafted", "Schedule.fired", "Agreement.signed", "Order.placed")', limit: 1 })   // { play } compiled to this Play’s Trigger Events
 4const { subject } = await $.Trigger.fire({ like: last.$id }, { mode: 'try' })   // the same Event again, in try mode · Not live yet, gaps #7
 5const { decisions: [decision] } = await $.Decision.list({ where: `on = "${subject}"` })   // what it chose, and why · Not live yet, gaps #7
 6const { actions } = await $.Action.list({ where: `on = "${subject}"` })   // what it did, with its checks · Not live yet, gaps #7
 7return { decision, actions }

npx startup-builder do Event.list --json '{"where":"name in (\"Site.published\", \"Offer.published\", \"Content.drafted\", \"Schedule.fired\", \"Agreement.signed\", \"Order.placed\")","limit":1}'
npx startup-builder do Trigger.fire --json '{"like":"event_1199"}' --try   # Not live yet (gaps #7)
npx startup-builder do Decision.list --json '{"where":"on = \"page_77\""}'   # Not live yet (gaps #7)
npx startup-builder do Action.list --json '{"where":"on = \"page_77\""}'   # Not live yet (gaps #7)

{
  "name": "do",
  "arguments": {
    "code": "const { events: [last] } = await $.Event.list({ where: 'name in (\"Site.published\", \"Offer.published\", \"Content.drafted\", \"Schedule.fired\", \"Agreement.signed\", \"Order.placed\")', limit: 1 })   // { play } compiled to this Play’s Trigger Events\nconst { subject } = await $.Trigger.fire({ like: last.$id }, { mode: 'try' })   // the same Event again, in try mode · Not live yet, gaps #7\nconst { decisions: [decision] } = await $.Decision.list({ where: `on = \"${subject}\"` })   // what it chose, and why · Not live yet, gaps #7\nconst { actions } = await $.Action.list({ where: `on = \"${subject}\"` })   // what it did, with its checks · Not live yet, gaps #7\nreturn { decision, actions }",
    "mode": "try"
  }
}

 1{
 2  "decision": {
 3    "$id": "https://api.sb/leaseline.app/decisions/decision_426",
 4    "$type": "Decision",
 5    "choice": "show-the-card",
 6    "reason": "Keyfold’s “Run a move-out inspection” Page: Leaseline’s Ad is worth $97 per 1,000 views net of host loss, over Keyfold’s own unit at $68 × the 1.2 reserve ($82)",
 7    "stakes": "low",
 8    "options": [
 9      "show-the-card",
10      "keep-your-own",
11      "fill-the-issue-slot",
12      "rebuild-the-card",
13      "to-you",
14      "not-now"
15  …

action_1 places the Ad, labeled “Sponsored · sister company”, the same for crawlers and people; action_2 logs the Exposure with its propensity. In try mode nothing renders.

≈ +$1,400 ARR a month at 21,500

Worth

40 min week 1, then 5 a week

Your time

$0 per impression, $0 a month; no model call in the clearing

Spend

Day 6: first Customer from a sister Ad

First signal

2+ Startups you run, 5,000+ eligible host views a week

Use it when

One Startup: sponsorships · under 5,000 views: cross-sell

Not yet when

Worth’s formula: about +0.19 first Orders per 1,000 net of host loss (weeks alternated at random) × 21,500 viewable impressions a month × $347 first order ARR ≈ +$1,417. Under First signal: About 12 weeks to tell a +0.19 lift at 21,500 impressions a month with 20 % of host-weeks off; at 8 weeks it reads Early sign.

Runs inside: Portfolio cross-sell, as one of its options; this page keeps its own record and URL.

Start it this weekCopy Anchor Link

npx startup-builder add play house-ads   # 1 · writes plays/house-ads.mdx (Not live yet, gaps #5)

# 2 · dry run; below, its 422 on 2026-08-24
curl -X POST "https://api.sb/leaseline.app/campaigns?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"house-ads"}'

# 3 · keep it: Ads start in shadow mode, rendered for you only
curl -X POST https://api.sb/leaseline.app/campaigns \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"house-ads"}'

# on
curl -X PATCH https://api.sb/leaseline.app/campaigns/house-ads \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"endsAt":null}'

# off: every host shows its own unit again
curl -X PATCH https://api.sb/leaseline.app/campaigns/house-ads \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"endsAt":"now"}'

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "house-ads can’t start: 2 checks fail.",
  "checks": [
    {
      "check": "use-when",
      "status": "pass",
      "observed": "2 Startups (Leaseline, Keyfold); 5,400 eligible host views a week",
      "doc": "/plays/house-ads#check-use-when",
      "then": "Metric.query"
    },
    {
      "check": "baseline",
      "status": "pass",
      "observed": "0.09 Leaseline first Orders per 1,000 Keyfold help views, from any source, n 48,000 views in 90 days",
      "doc": "/plays/house-ads#check-baseline",
      "then": "Metric.query"
    },
    {
      "check": "approved-pages",
      "status": "fail",
      "doc": "/plays/house-ads#check-approved-pages",
      "fix": "Publish Leaseline’s Story Page; an Ad states only published Pages.",
      "then": "Site.publish"
    },
    {
      "check": "slot-id",
      "status": "fail",
      "doc": "/plays/house-ads#check-slot-id",
      "fix": "Record the slot id on each first Order’s Acquisition, one line at checkout.",
      "then": "Event.capture"
    },
    {
      "check": "domain-authenticated",
      "status": "pass",
      "observed": "both Domains",
      "doc": "/plays/house-ads#check-domain-authenticated",
      "then": "Domain.authenticate"
    },
    {
      "check": "role-unstaffed",
      "status": "pass",
      "observed": "new Ads and edge Pages go to the founder, Dana",
      "doc": "/plays/house-ads#check-role-unstaffed",
      "then": "Role.staff"
    }
  ]
}

An Ad costs nothing to show: the clearing and the render make no model call. A rebuilt Ad costs $0.05 to draft (Worker cost). That comes to about $0.20 a month, and the price that matters is host loss, which prints beside the yield.

When it startsCopy Anchor Link

{
  "$id": "https://api.sb/leaseline.app/events/event_1199",
  "$type": "Event",
  "name": "Site.published",
  "at": "2026-10-19T10:15:44Z",
  "seq": 1199,
  "data": {
    "site": "sites/keyfold-help",
    "page": "pages/page_77",
    "title": "Run a move-out inspection",
    "kind": "help",
    "topics": [
      "move-out",
      "renewals",
      "deposits"
    ],
    "viewsLast7d": 1420
  }
}

# each delivery is signed with the Watch’s secret
curl -X POST https://api.sb/leaseline.app/watches \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"selector":"Site.published","url":"https://leaseline.app/hooks/sb"}'
npx startup-builder trigger Site.published --like event_1199   # replays the delivery through the clearing
npx startup-builder clock advance --by 7d   # starts the next switchback week

Who runs itCopy Anchor Link

Marketing Lead · your agent (role:marketing-lead, worker_8) holds the Key Result for both Startups: it builds each Ad from the receiver’s own Pages and runs the clearing in code. New Ads and edge Pages hand to you (Dana Okafor, person, worker_1, role:founder), who owns both. No Visitor’s data picks an Ad: the Page’s topic does.

What it reads · What it may call. It reads the host Page’s topic and kind and the receiver’s Pricing Page, never what a Visitor did, read or bought. It may call PATCH /{namespace}/pages/{id}, POST /{namespace}/events/capture and POST /{namespace}/content/draft; an Ad’s first render needs your POST /{namespace}/approvals/{approval}/approve. Its tools are PATCH /{namespace}/pages/{id}, POST /{namespace}/events/capture, POST /{namespace}/content/draft, POST /{namespace}/messages/{message}/broadcast, POST /{namespace}/approvals/{approval}/approve, POST /{namespace}/tasks/{task}/assign, and any other call becomes an Approval under the Role’s Mandate.

You hold the Marketing Lead Key Result: 0.25 first Orders per 1,000 house impressions by 2026-12-31. ← worker, metric
On each eligible Page or issue, choose one option and say why; a never-list Page gets Not now. ← triggers, chooses
Show a sister Ad only when it beats the host unit by the 1.2 reserve, net of host loss. ← your file, line 3
Label every slot “Sponsored · sister company”, from Portfolio membership, never from copy. ← copyRules 1, 2
State only what the receiver’s Brand, Story, Offer and Pricing Page state.       ← copyRules 5, approved-pages
Never say “for you”: the Page chose it.                                          ← copyRules 3

The slow loop, as a Change. decision_386 (2026-09-21, weekly) read host loss at 0 on receipt Pages and 4 % on help Pages, so change_27 cut the help-Page reserve from 1.3 to 1.2 and kept receipts at 1.0 (your file, line 3), and Dana merged it with POST /{namespace}/changes/{change}/merge. Replayed on past clearings, POST /{namespace}/changes/{change}/review put sister Ads on 31 % more help views; read back at +21d, host loss is 3 %, n 3 host-weeks, ■□□□ Too early to tell (Example, day 49).

Bring your own agent (folded) runs the clearing at the same rung when it matches the seated agent on the eval suite; the clearing is code either way, and POST /{namespace}/roles/{role}/staff seats it.

npx startup-builder eval --scenario house-ads-32 --agent "claude -p" --seat marketing-lead   # seated: 0.23 per 1,000, 0 labels missing, 0 never-list renders · yours: 0.21, 0 missing, 1 render on a billing Page → shadow mode

What it can do nextCopy Anchor Link

When it hands to youCopy Anchor Link

New Ads and edge Pages hand to you (Dana Okafor, person), who runs both Startups; an Ad naming another product stays at You approve each one. As captured, the Approval for a rebuilt Ad (brief, draft and checks are Not live yet, gaps #7).

[
  {
    "$id": "https://api.sb/leaseline.app/approvals/approval_91",
    "$type": "Approval",
    "verdict": null,
    "deadline": "2026-10-20T17:00:00Z",
    "draft": "Sponsored · sister company — Leaseline sends every renewal notice 60 days out, per owner. From $29 a month. leaseline.app",
    "route": "rebuild-the-card",
    "checks": [
      {
        "check": "approved-pages",
        "status": "pass"
      },
      {
        "check": "cross-sell-off",
        "status": "pass"
      }
    ]
  }
]

You answer with POST /{namespace}/approvals/{approval}/approve, an edit, or POST /{namespace}/approvals/{approval}/refuse with a reason; an edge Page Task with POST /{namespace}/tasks/{task}/claim (Take this one), POST /{namespace}/tasks/{task}/return with a reason, or POST /{namespace}/actions/{action}/redirect. An Approval unanswered by its deadline expires, and the old Ad keeps showing. Nobody else holds both Startups, so nothing goes up a Role.

On time: You: 3 of 3 answered within 1 business day, median 2h 05m, n 3, ■□□□ Too early to tell beside Other Startups’ 88 % on time. Your queue: counted by kind: in week 1, 2 Ad Approvals and 1 shadow-mode review; after that, about 1 Approval a month and 1 weekly readout.

The fixed line: POST /{namespace}/deals/{deal}/assign sets owner to the receiving person, the agent is never a Deal’s owner, and Meetings land on the owner’s calendar under the owner’s name.

When it won’t sendCopy Anchor Link

The captured refusal, then the Stop that fired as a Campaign.paused reason (Not live yet, gaps #2); the rewrite that showed is the Keyfold receipt thread in Example.

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "The Leaseline Ad on Keyfold’s receipt Page did not render: one line states what no Leaseline Page says.",
  "checks": [
    {
      "check": "approved-pages",
      "status": "fail",
      "doc": "/plays/house-ads#check-approved-pages",
      "fix": "Cut the line, or publish the Page that says it.",
      "then": "Site.publish"
    },
    {
      "check": "cross-sell-off",
      "status": "pass"
    }
  ]
}

[
  {
    "reason": {
      "limit": "speed",
      "observed": "+140 ms at p75",
      "bound": "+100 ms",
      "window": "7d, help Pages"
    },
    "doc": "/plays/house-ads#stop-speed",
    "task": "task_477"
  }
]

Did it workCopy Anchor Link

Each host’s weeks are switched on or off at random, 20 % off, so the halves are on weeks and off weeks of the same Pages (rule o, alternating weeks at 10 or more a week). Each figure’s call is POST /{namespace}/metrics/query by node and by block, and every node above the leaf is Not live yet (gaps #4).

{
  "$id": "decisions/decision_426",
  "$type": "Decision",
  "choice": "show-the-card",
  "reason": "Keyfold’s “Run a move-out inspection” Page: Leaseline’s Ad is worth $97 per 1,000 views net of host loss, over Keyfold’s own unit at $68 × the 1.2 reserve ($82)",
  "stakes": "low",
  "options": [
    "show-the-card",
    "keep-your-own",
    "fill-the-issue-slot",
    "rebuild-the-card",
    "to-you",
    "not-now"
  ],
  "by": "worker_8",
  "on": "page_77",
  "expected": "0.2 first Orders per 1,000 viewable impressions within 30d",
  "reopensWhen": "Order.placed with this slot id under 0.1 per 1,000 after 10,000 impressions"
}

The leaf counts Leaseline first Orders carrying a house slot id within 30 days of the click, per 1,000 viewable impressions, net of host loss on Keyfold, read on weeks switched at random with a 24-hour burn-in, to 40 first Orders.

How it moves it: an Ad on a Page whose topic matches renewals, at a median 1.4 % click rate, where the host’s own unit drew 0.3 %.

Guardrails: on weeks against off weeks: new-paying-customers on Keyfold, the host, 0.29 against 0.30 per 1,000 views (host loss 3 %), and refunds within 30 days, 0 of 7 against Leaseline’s 4 %.

{
  "$id": "https://api.sb/leaseline.app/campaigns/house-ads",
  "$type": "Campaign",
  "play": "play:house-ads@1",
  "path": [
    "house-ad-yield",
    "sibling-sourced-share",
    "new-arr",
    "net-new-arr",
    "arr"
  ],
  "experiment": {
    "metric": "house-ad-yield",
    "unit": "per-1000",
    "heldBack": 6,
    "decision": null
  },
  "readout": {
    "value": 0.19,
    "n": 8,
    "maturing": 2,
    "interval": [
      0.02,
      0.36
    ],
    "readability": "C",
    "basis": "alternating-weeks",
    "pooled": false
  },
  "ledger": {
    "spend": 0,
    "workerCost": 0.2,
    "hours": 1.2,
    "pipelineArr": 1041,
    "wonArr": 2429,
    "projectedArr": 1417,
    "paybackDays": 0
  }
}

Outside benchmark: none measures a labeled sister-company Ad against the host’s own unit; Other Startups’ results, +0.15 per 1,000, ■■■□ Likely, n 214 host-weeks, stand in for one.

Before it · After it. Before it: cross-sell decides which sister product fits the moment, and this Ad is one of its options. After it: a first Order from an Ad counts in sibling-sourced-share, and replies go to instant-response.

ExampleCopy Anchor Link

Leaseline and Keyfold ran it from 2026-08-24 to 2026-10-19 (56 days) on 4 hosts: Keyfold’s help and receipt Pages, and Leaseline’s help and 404 Pages. 32 host-weeks ran, 26 on and 6 off. Read every captured thread at ?threads=all; three follow the tables.

Keyfold help, “Run a move-out inspection”, Aug 30 · after the guide, one aside: *Sponsored · sister company — Leaseline sends every renewal notice 60 days out, per owner. From $29 a month.*¹ *Why this ad: this Page’s topic picked it; nothing about you reaches Leaseline before a click.*²

Aug 30, 14:20 · a 60-unit manager clicked, started a trial, and paid on Sep 2: Order.placed with slot ks_77, +$347 ARR.

- Recommended for you: Leaseline cuts late renewals in half.
+ Sponsored · sister company — Leaseline sends renewal notices per owner, 60 days out.

Brightwell Storage, 2026-10-02 09:15 · a self-serve Startup asked to join the house network as host and receiver. The agent chose To you, with the Agreement draft attached, due 1 business day. · Dana, 16:40 · read it and returned it with POST /{namespace}/tasks/{task}/return: “Storage buyers aren’t ours; not this year.”

¹ The label comes from Portfolio membership, and the line from Leaseline’s Pricing Page. ² The fixed Why this ad line, compiled from the Play’s Settings.

Your settingsCopy Anchor Link

---
switchback: 0.2      # 1 host-week in 5 shows your own unit, at random
reserve: { help: 1.2, receipt: 1.0, 404: 1.0 }
---
Show Leaseline on Keyfold’s help and receipt Pages, and Keyfold on Leaseline’s. Never on pricing, sign-up or billing Pages.

$ npx startup-builder show plays/house-ads
switchback 0.2 · reserve help 1.2, receipt 1.0, 404 1.0     your file  plays/house-ads.mdx:2,3,5 (Ask 2026-08-24; line 3 by change_27, 2026-09-21)
family demand · runs inside cross-sell · worker role:marketing-lead, owns never · chooses 6 (4 rule, 2 read) · clearing in code, 0 model calls · checks owned-by-a-person, approved-pages, cross-sell-off · stops 11 · placements portfolio-network, gmail, outlook, yahoo-mail    catalog  play:house-ads@1 (Not live yet, gaps #5)

Every key from the catalogCopy Anchor Link

Compiled, not written: edit the Play record house-ads and its Leaseline run, then regenerate. Every step runs from a sentence or a line of code. In your words: the CRM words you know, and where each lives here.