Last 14 Days
Leads: 11
Live Transfers + Appointments: 3
— Over the last 14 days, 11 leads and 3 live transfers/appointments were generated on $360 in spend, reflecting a 27.3% lead-to-appointment rate and a cost per appointment of $120.
Last 30 Days
Leads: 24
Live Transfers + Appointments: 7
— Over the last 30 days, 24 leads and 7 live transfers/appointments were generated on $759 in spend, reflecting a 29.2% lead-to-appointment rate and a cost per appointment of $108.43, both within target KPI range.
Last 5 Appointments & Live Transfers
2026-06-29 Appointment — Carlos
Showed
2026-07-07 Appointment — Patrick
No Show
2026-07-14 Appointment — Nick Ground
Showed
2026-07-17 Appointment — sinclair davis
Showed
2026-07-21 Appointment — Troy Campbelll
Showed
Common Concerns for the Client
- Are the leads actually coming from homeowners with $100K+ budgets, or are lower-budget prospects still getting through after I asked for the messaging change?
- It has been 18 days since anyone reached out — am I being actively managed or just left on autopilot with 66 ads running?
- I want to be billed per qualified lead so I can verify each charge — is that actually being handled the way I requested?
Action Steps We Are Taking
- Launched 1 new creative on July 7 (AD #1 July 7) which is now the top performer at 2.73% CTR on $161.84 in spend — continuing to monitor and scale budget toward it and NEW VAR #2 at 2.34% CTR.
- Updated ad messaging to remove $50K–$80K price point references and shift focus to high-end concrete pools starting at $100,000–$120,000+ to attract budget-qualified prospects.
- Tightening geographic targeting to prioritize Great Falls, McLean, Bethesda, Potomac, and Poolesville, and flagging any leads outside that radius for review before scheduling appointments.
- Coordinating with the billing team to process charges on a per-qualified-lead basis so Freddie can review and verify each lead before being billed, per his June 28 request.
Objections & Reframes
- Objection: I'm still getting leads that don't have the budget for what I build. Reframe: That's exactly why we updated the creative messaging to lead with $100K+ projects — the new top-performing ad launched July 7 is already reflecting that shift, and we're filtering more aggressively on the qualification side before anything gets scheduled with you.
- Objection: I haven't heard from anyone in over two weeks — I don't feel like I'm a priority. Reframe: That's a fair point and on us — your account has actually been performing above both KPI targets over the last 30 days, and we should have been proactively sharing that with you. We're making sure check-ins are consistent going forward.
- Objection: I don't want to be charged for leads outside my service area or ones that don't qualify. Reframe: Agreed, and we've flagged that internally — we're moving to per-lead billing so every charge comes with the lead detail for your review, and any out-of-area appointments like the Leesburg situation get caught before they reach you.