Last 14 Days
Leads: 17
Live Transfers + Appointments: 2
— Over the last 14 days, 17 leads were generated at $505 in spend, but only 2 converted to live transfers or appointments, putting the lead-to-appointment rate at 11.8% and cost per appointment at $252.50 — both outside target range.
Last 30 Days
Leads: 57
Live Transfers + Appointments: 7
— Over the last 30 days, 57 leads were generated at $1,225 in spend with 7 live transfers or appointments, resulting in a 12.3% lead-to-appointment rate and $175 cost per appointment — below the 20% conversion target and above the $150 CPL ceiling.
Last 5 Appointments & Live Transfers
2026-06-01 Live Transfer — Shirin Scism
Showed
2026-06-02 Live Transfer — Donald Duncan
Showed
2026-06-03 Appointment — Lee Weber
Showed
2026-06-09 Appointment — Jorge Suarez
Showed
2026-06-12 Appointment — Jose Rama
Showed
Common Concerns for the Client
- I'm getting leads but most of them aren't turning into actual appointments — what's the point?
- My cost per appointment is way higher than what I was told to expect, I don't feel like I'm getting ROI.
- It's been over two weeks since anyone reached out to me — am I being forgotten about?
Action Steps We Are Taking
- Immediately launch 2-3 fresh creatives this week since no new ads have been introduced in the last 14 days — prioritize video or UGC-style content that speaks to pool build timelines and financing to improve lead quality.
- Audit the 5 lower-performing active ads and pause any with high spend relative to CTR under 2% to consolidate budget into Creative #3 which is absorbing $221 and holding a 3.04% CTR.
- Review lead quality by pulling form responses or call recordings from the last 30 days to identify if a targeting or audience shift is attracting lower-intent prospects, and adjust interest or lookalike targeting accordingly.
- Re-engage Jason with a proactive check-in call this week — it has been 17 days since last contact — share the 30-day numbers, acknowledge the gap in appointments, and walk him through exactly what changes are being made and why.
Objections & Reframes
- Objection: I'm getting leads but they're not turning into jobs, this isn't working. Reframe: Your lead volume is actually solid — 57 in 30 days — the issue is conversion rate, which is a solvable problem. We're auditing lead quality and refreshing creatives this week specifically to attract higher-intent buyers, not just form fills.
- Objection: My cost per appointment is too high, I'm not seeing the value in what I'm paying. Reframe: You're right that $175 per appointment is above where we want it, and we own that. The lever we're pulling right now is creative refresh and budget consolidation into what's already working — Creative #3 — which should bring that number down meaningfully over the next 30 days.
- Objection: I haven't heard from anyone in weeks, I feel like I'm just being ignored. Reframe: That gap in communication was not acceptable and I apologize for it — you should never have to wonder what's happening with your account. Going forward you'll hear from me on a set schedule, and I'm calling you this week to walk through everything we're doing so you always know exactly where things stand.