Last 14 Days
Leads: 28
Live Transfers + Appointments: 3
— Over the last 14 days, 28 leads were generated at $717 in spend, but only 3 converted to live transfers or appointments, putting the lead-to-appointment rate at 10.7% and cost per appointment at $239 — both outside target range.
Last 30 Days
Leads: 73
Live Transfers + Appointments: 8
— Over the last 30 days, 73 leads were generated at $1,520 in spend with 8 live transfers or appointments, resulting in an 11% lead-to-appointment rate and $190 cost per appointment — both still below the 20% and $100–$150 KPI targets.
Last 5 Appointments & Live Transfers
2026-06-09 Appointment — Rachelle
Showed
2026-06-09 Appointment — Michael Salyards
Showed
2026-06-17 Appointment — Sara Downs
Showed
2026-06-22 Appointment — Johan Borge
Showed
2026-06-25 Appointment — Kimberly Horkavy
Showed
Common Concerns for the Client
- Too many leads are not converting to real appointments or live transfers — feels like low quality traffic
- The cost per appointment is too high relative to what he's paying and what he's closing
- No new creatives have launched in 14 days and he may wonder if the team is actively working the account
Action Steps We Are Taking
- Launch at least 2–3 fresh creatives this week targeting homeowners with pool-ready yards, since no new creatives have been pushed in the last 14 days and the top spender is a duplicate creative name flagged for review
- Audit the lead-to-appointment flow — review the calendar booking process and live transfer handoff protocol to address the issues Steve flagged on the May 30 call around missed appointments and a poor live transfer experience
- Reallocate budget toward the top CTR performers (og #4 and og #5 at $23–$714 spend) and pause or reduce spend on the lower-performing ads among the 13 active to consolidate results
- Confirm Steve's current availability and calendar sync before the next check-in to ensure incoming appointments are landing at times he can actually take them
Objections & Reframes
- Objection: The leads aren't converting and the cost per appointment is way too high. Reframe: You're right that we're not at target yet — our lead-to-appointment rate is 11% against a 20% goal, and we're actively fixing two things that are dragging that number down: the calendar setup and live transfer quality, both of which you flagged. That's a process fix that directly lifts conversion without needing to spend more.
- Objection: I haven't seen anything new from the team in the last two weeks. Reframe: That's fair feedback — we haven't pushed new creative in 14 days and that's on us. We're launching fresh ads this week and you'll see those in the account by end of week.
- Objection: One of my appointments actually went well but most of this isn't turning into real business. Reframe: The Michaels Salyard appointment is exactly the proof of concept we want to replicate — our job now is to filter for more of those quality conversations by tightening the intake process and getting the right people on your calendar consistently.