for Hobert Pools & Spas
Last 30 days · 2026-07-28 to 2026-08-26

54 appointments booked.

This report covers the period. Across every channel we spent $12,776 and produced 87 leads, 29 of them through Local Services. Separately, your CRM logged 142 new opportunities, 29 of them from the paid landing page.

54
Appointments booked
$237 each
87
Leads across every channel
24
Real phone conversations
63 minutes on the line
$12,776
Media spend, Last 30 days
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.

01
29 leads, 15 billed

Local Services is your most direct channel

It delivered 29 leads, 28 of them phone calls. Only 15 carried a charge, at $88.89 each, because Google does not bill for every lead. The homeowner is not browsing here, they are calling you.

02
101 conversations started

Messenger did not bring buyers, so we stopped it

Meta started 101 conversations with homeowners over this period. They did not become buyers, and you told us so. The Messages campaign was turned off on 26 August and that budget now goes to the landing page, which is where the booked appointments are coming from. Expect far fewer of these from here.

03
49 of 420 were leads

Most of what Google counts is not a lead

The platform reported 420 actions. 49 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

54 of the 142 leads that reached your CRM booked an appointment.

That is 38% of everyone who landed in the CRM, at $237 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.

05101520week of Jul 27: 77week of Jul 27week of Aug 3: 77week of Aug 3week of Aug 10: 1414week of Aug 10week of Aug 17: 1717week of Aug 17week of Aug 24: 99week of Aug 24
From an opportunity to a booked appointment

Out of 3,480 visits in the same period. Visits are left out of the bars on purpose: at that scale the two that matter would be invisible.

Leads that reached your CRMLeads that reached your CRM: 142142Appointments bookedAppointments booked: 545438% of the step above
Every channel

Each channel buys a different homeowner.

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

ChannelSpendClicksCost per clickLeads
Google Local Services$1,333.39pay per lead—29
Google Ads$6,471.111,852$3.4949
Meta$4,971.485,046$0.999
Total$12,775.986,898$1.6687
What counted

Google reports 420 actions. 49 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 countedTimesWhat it actually is
Calls from ads24A real lead.
Web - Lead Form (GTM direct)19The same lead, measured a second way. Counted once.
Hobert Pools (web) generate_lead18A real lead.
Phone Call4A real lead.
CRM - Design Appt Booked3A real lead.
Hobert Pools (web) phone_click9Intent, but we cannot prove it connected.
Hobert Pools (web) phone_click_murphy3Intent, but we cannot prove it connected.
Local actions - Other engagements243Not a lead. Activity on your Google listing.
Local actions - Directions51Not a lead. Activity on your Google listing.
Local actions - Website visits40Not a lead. Activity on your Google listing.
Clicks to call6Not a lead. Activity on your Google listing.
Where they come from

3,480 visits, and no single source carries it.

Grouped by Google Analytics rather than by us, so it is the same breakdown you would see in your own account.

Visits by source
Google, across its whole networkGoogle, across its whole network: 977977Came straight to youCame straight to you: 743743Paid socialPaid social: 629629Paid searchPaid search: 474474Found you on GoogleFound you on Google: 456456Could not be identifiedCould not be identified: 6565Our organic postsOur organic posts: 5858Other paidOther paid: 4141
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.

05001,0001,5002,00025-34 · Men: 58125-34 · Women: 18325-3435-44 · Men: 1,46135-44 · Women: 45735-4445-54 · Men: 1,50145-54 · Women: 56845-5455-64 · Men: 15555-64 · Women: 10055-64MenWomen
Who starts a conversation, by age

Messages opened from a Meta ad.

02040608025-34: 161625-3435-44: 454535-4445-54: 343445-5455-64: 5555-64
The phone

45 calls came in, and 42 reached a person.

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

01
42 of 45 answered

How many calls reached a person

Call tracking logged 45 calls and 3 went unanswered, which is 7% of them. Every missed call is a homeowner who chose to pick up the phone and got nothing back.

02
24 real conversations

How many turned into a conversation

24 of those calls ran past a full minute, totalling 63 minutes on the phone. Anything shorter is usually a wrong number or a hang up. Those conversations came from: Website pool 16, Ads Location Extension Hobert Pools & Spas 7, GMB Hobert Pools & Spas 1.

03
39 of 45 were new

How many had never called before

39 of the 45 calls came from a number that had never rung your line, and 22 of the 24 real conversations were with somebody new. The phone is bringing you new people, not the same ones calling back.

Which number they calledCallsAnsweredRan past a minuteFirst time callers
Website pool29271624
Ads Location Extension Hobert Pools & Spas1111711
GMB Hobert Pools & Spas5414
Total45422439
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 45 calls came in over 21 days, not the full window.

0246828301356 · All calls: 17 · All calls: 57 · Ran past a minute: 17910 · All calls: 111 · All calls: 211 · Ran past a minute: 21113 · All calls: 213 · Ran past a minute: 11314 · All calls: 314 · Ran past a minute: 21517 · All calls: 11718 · All calls: 218 · Ran past a minute: 119 · All calls: 619 · Ran past a minute: 31920 · All calls: 321 · All calls: 321 · Ran past a minute: 22122 · All calls: 322 · Ran past a minute: 22324 · All calls: 324 · Ran past a minute: 125 · All calls: 725 · Ran past a minute: 72526 · All calls: 326 · Ran past a minute: 2All callsRan past a minute
How long the calls ran

Past a minute is where a real conversation starts.

05101520under 30s: 88under 30s30 to 60s: 131330 to 60s1 to 3 min: 17171 to 3 minover 3 min: 77over 3 min
Where this leaves us

Appointments are climbing. Now we widen the top.

Appointments went 7 then 7 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