Paid Media Report · Hobert Pools & Spas

Appointments booked

$235 each

Leads across every channel

Real phone conversations

45 minutes on the line

$11,494

Media spend, 2026-07-26 to 2026-08-24

Leads are counted where they happened: Local Services bills per lead, the ad platforms report what they can attribute to themselves, and the CRM holds everything that actually landed. The channel leads are a subset of the CRM opportunities and are never added to them. A click is a click that went somewhere: on Meta that includes people sent to the Instagram profile or into Messenger, not only visits to the website.

The story

What the numbers say.

28 leads, 14 billed

Local Services is your most direct channel

It delivered 28 leads, 27 of them phone calls. Only 14 carried a charge, at $88.53 each, because Google does not bill for every lead. The homeowner is not browsing here, they are calling you.

84 conversations started

Meta is also filling your inbox

Beyond the form leads, Meta started 84 conversations with homeowners. Those never appear as a form, so any report that counts only forms undercounts what social did.

39 of 390 were leads

Most of what Google counts is not a lead

The platform reported 390 actions. 39 were a real person asking about a pool. The rest is activity on your Google business listing, which is good for you but is not somebody to call.

Appointments

49 of your 110 opportunities booked an appointment.

That is 45% of everything that reached the pipeline, at $235 of media for each one. This is the number you told us to report on.

Appointments booked, week by week

Counted on the week the opportunity was created. The last bar is a part week.

From an opportunity to a booked appointment

Out of 3,222 visits in the same period. Visits are left out of the bars on purpose: at that scale the two that matter would be invisible.

Every channel

Each channel buys a different homeowner.

They are not competing. They cover different moments in the same decision.

Channel	Spend	Clicks	Cost per click	Leads
Google Local Services	$1,239.36	pay per lead	—	28
Google Ads	$5,731.12	1,763	$3.25	39
Meta	$4,523.26	4,693	$0.96	8
Total	$11,493.74	6,456	$1.59	75

What counted

Google reports 390 actions. 39 are real leads.

We break this apart before reporting it, because the headline number misleads in every account of this kind we have seen.

What the platform counted	Times	What it actually is
Calls from ads	20	A real lead.
Web - Lead Form (GTM direct)	15	The same lead, measured a second way. Counted once.
Hobert Pools (web) generate_lead	14	A real lead.
CRM - Design Appt Booked	3	A real lead.
Phone Call	2	A real lead.
Hobert Pools (web) phone_click	4	Intent, but we cannot prove it connected.
Hobert Pools (web) phone_click_murphy	3	Intent, but we cannot prove it connected.
Local actions - Other engagements	239	Not a lead. Activity on your Google listing.
Local actions - Directions	44	Not a lead. Activity on your Google listing.
Local actions - Website visits	40	Not a lead. Activity on your Google listing.
Clicks to call	6	Not a lead. Activity on your Google listing.

Into your CRM

110 new opportunities reached your pipeline.

Counted in your CRM, by where the person came from. These are not added to the channel leads above: the leads the platforms claim are already inside this number.

Where the lead came from	New opportunities
Entered by your team by hand	61
The new paid landing page	25
Your website contact form	13
Website chat widget	4
Facebook Messenger	3
Website \| Request a Pool Renovation Consultation	2
Facebook	1
CSV File	1
Total	110

Who is answering

Your buyer on social is 45-54.

That age band clicks more than any other, and 35-44 opens the most conversations. Google is left out of this section on purpose: its own demographic report cannot identify a quarter of the clicks or five of the nine conversions, so a chart of it would describe Google rather than your buyer.

Who clicks the ads, by age

Counted on people who clicked through, not on who saw it. Who an ad reaches is a fact about the algorithm; who clicks is a fact about your market.

Who starts a conversation, by age

Messages opened from a Meta ad.

The phone

35 calls came in, and 32 reached a person.

Call tracking records connected calls, so these are the ones that rang through to your line.

32 of 35 answered

How many calls reached a person

Call tracking logged 35 calls and 3 went unanswered, which is 9% of them. Every missed call is a homeowner who chose to pick up the phone and got nothing back.

15 real conversations

How many turned into a conversation

15 of those calls ran past a full minute, totalling 45 minutes on the phone. Anything shorter is usually a wrong number or a hang up. Those conversations came from: Website pool 9, Ads Location Extension Hobert Pools & Spas 5, GMB Hobert Pools & Spas 1.

30 of 35 were new

How many had never called before

30 of the 35 calls came from a number that had never rung your line, and 14 of the 15 real conversations were with somebody new. The phone is bringing you new people, not the same ones calling back.

Which number they called	Calls	Answered	Ran past a minute	First time callers
Website pool	22	20	9	18
Ads Location Extension Hobert Pools & Spas	8	8	5	8
GMB Hobert Pools & Spas	5	4	1	4
Total	35	32	15	30

Calls by day

Call tracking went live on August 6, so the quiet stretch at the start is missing data and not missing calls. These 35 calls came in over 19 days, not the full window.

How long the calls ran

Past a minute is where a real conversation starts.

Where this leaves us

Appointments are climbing. Now we widen the top.

Appointments went 7 then 8 then 14 then 17 across the weeks of this window, so the direction is the right one and it is holding. The measurement now runs end to end, from the click to the lead to the booked appointment. What we do with that next is your call.

Talk through the plan

49 appointments booked.