Last 14 Days
Leads: 16
Live Transfers + Appointments: 6
— Over the last 14 days, 16 leads and 6 live transfers or appointments were generated on $170 in spend, reflecting a 37.5% lead-to-appointment rate and a $28.33 cost per appointment — both well above KPI targets.
Last 30 Days
Leads: 31
Live Transfers + Appointments: 16
— Over the last 30 days, 31 leads and 16 live transfers or appointments were generated on $497 in spend, reflecting a 51.6% lead-to-appointment rate and a $31.06 cost per appointment — both significantly exceeding KPI targets.
Last 5 Appointments & Live Transfers
2026-05-26 Appointment — Emily Unknown
Showed
2026-05-26 Appointment — Anibal Machado
Showed
2026-05-27 Appointment — Mariana Martinez
Showed
2026-05-30 Appointment — Yvonne
Showed
2026-06-01 Appointment — Daniel Unknown
Showed
Common Concerns for the Client
- Why is my spend so low — am I getting enough volume to actually close jobs?
- I haven't heard from anyone at the agency, so I'm not sure if anyone is actively managing my account.
- With 47 ads running and no new creatives in 14 days, is the creative going stale and will performance drop?
Action Steps We Are Taking
- Reach out to AJ immediately for a first-touch check-in call since there is no contact history on file — introduce the team, review results, and set communication expectations.
- Present the 30-day performance data clearly showing cost per appointment at $31.06 and lead-to-appointment rate at 51.6%, both far exceeding the $100–$150 CPA and 20% L2A targets.
- Propose a budget increase to capitalize on the strong performance metrics and improve overall lead volume, since $497 over 30 days is a very low spend floor for a pool contractor market.
- Brief the creative team to develop and launch new ad variations immediately given that zero new creatives have been launched in the last 14 days and the top CTR performers need fresh iterations to prevent fatigue.
Objections & Reframes
- Objection: I haven't heard from anyone — I don't feel like my account is being managed. Reframe: That's completely fair and on us — we should have been in touch sooner. What I can show you right now is that your cost per appointment is $31, against a target of up to $150, so the work has been happening, and today we fix the communication.
- Objection: The volume feels low — 16 leads in 14 days isn't enough for my business. Reframe: You're right that more volume means more opportunities, and that's exactly why we want to talk about increasing your budget — your numbers are performing so efficiently that every additional dollar is working well below the target cost.
- Objection: With 47 ads running and nothing new launched, I'm worried the creative is going to burn out. Reframe: That's a sharp observation and exactly what we're addressing — we're briefing new creative variations this week based on your top performers to keep the account fresh and protect the results you're seeing now.