Last 14 Days
Leads: 23
Live Transfers + Appointments: 1
— Over the last 14 days, 23 leads were generated at $443 in spend, but only 1 resulted in a live transfer or appointment, putting lead-to-appointment rate at 4.3% against a 20% target.
Last 30 Days
Leads: 41
Live Transfers + Appointments: 5
— Over the last 30 days, 41 leads were generated at $939 in spend with 5 live transfers or appointments, resulting in a 12.2% lead-to-appointment rate and a $187.80 cost per appointment, both outside target range.
Last 5 Appointments & Live Transfers
2026-06-10 Appointment — Robert Dexter
Showed
2026-06-12 Live Transfer — Michelle Carter
Showed
2026-06-16 Appointment — Jose Valdez
Showed
2026-06-20 Appointment — Akash Unknown
Showed
2026-07-09 Appointment — Lee
Showed
Common Concerns for the Client
- Leads still aren't being screened properly for concrete and membrane liner pools — people asking about gunite are wasting my time
- I haven't converted a single lead into a paying job and I'm spending nearly $1,000 a month with nothing to show for it
- Nobody has followed up with me in over a week and I don't feel like anything is actually changing
Action Steps We Are Taking
- Launched 5 new creatives on June 25 with explicit concrete and membrane liner messaging to filter out gunite and fiberglass inquiries at the ad level — top performers new ad #1 and new ad #4 are already showing strong CTRs of 4.68% and 4.51%, and budget will be shifted toward these two ads over the next 7 days
- Audit the lead form and screening questions immediately to add a pool type qualifier (concrete, membrane/PVC liner) so unqualified lead types are disqualified before they reach Mike
- Review all 32 active ads and pause any creatives that do not explicitly call out concrete or liner pools to reduce wasted spend on mismatched leads
- Schedule a call with Mike this week to review the new creative direction, walk through the screening changes, and realign on what a qualified lead looks like so he can report back on contact quality within the next 14 days
Objections & Reframes
- Objection: I'm still getting the wrong leads — nobody asking about gunite should be coming through. Reframe: That's exactly what the 5 new ads launched June 25 are built to fix — they call out concrete and liner pools directly so the wrong pool types self-select out before they ever fill out the form, and we're also tightening the screening questions to add a second filter.
- Objection: I've spent almost $1,000 and haven't closed anything — this isn't working. Reframe: The lead volume is there and the new ads are getting strong click-through rates, so the traffic quality is improving — the gap right now is screening, and once the wrong pool types stop coming through, your close rate should reflect what you're already seeing with manufacturer leads.
- Objection: I haven't heard from anyone in over a week — I don't feel like I'm a priority. Reframe: That's fair and on us — you should have heard from us sooner, and I'm reaching out now specifically to make sure you're seeing what we changed and to get your direct feedback on whether lead quality has shifted since the new ads went live.