Paid Media Report · Hobert Pools & Spas

Appointments booked

up 86% vs prior 30 days

122

Leads across every channel

up 165% vs prior 30 days

Real phone conversations

81 minutes on the line

$16,224

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.

19 leads, 11 billed

Local Services is your most direct channel

It delivered 19 leads, 19 of them phone calls. Only 11 carried a charge, at $92.04 each, because Google does not bill for every lead. The homeowner is not browsing here, they are calling you.

94 conversations started

Messenger did not bring buyers, so we stopped it

Meta started 94 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.

83 of 598 were leads

Most of what Google counts is not a lead

The platform reported 598 actions. 83 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

41 of the 135 leads that reached your CRM booked an appointment.

That is 30% of everyone who landed in the CRM, at $396 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 3,810 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	$1,012.42	pay per lead	—	19
Google Ads	$8,720.01	1,786	$4.88	83
Meta	$6,491.20	5,482	$1.18	20
Total	$16,223.63	7,268	$2.09	122

What counted

Google reports 598 actions. 83 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	45	A real lead.
Hobert Pools (web) generate_lead	26	A real lead.
Web - Lead Form (GTM direct)	26	The same lead, measured a second way. Counted once.
Phone Call	9	A real lead.
CRM - Design Appt Booked	3	A real lead.
Hobert Pools (web) phone_click	16	Intent, but we cannot prove it connected.
Local actions - Other engagements	302	Not a lead. Activity on your Google listing.
Local actions - Directions	66	Not a lead. Activity on your Google listing.
Store visits	49	Not a lead. Activity on your Google listing.
Local actions - Website visits	47	Not a lead. Activity on your Google listing.
Clicks to call	9	Not a lead. Activity on your Google listing.

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

51 calls came in, and 49 reached a person.

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

49 of 51 answered

How many calls reached a person

Call tracking logged 51 calls and 2 went unanswered, which is 4% of them. Every missed call is a homeowner who chose to pick up the phone and got nothing back.

31 real conversations

How many turned into a conversation

31 of those calls ran past a full minute, totalling 81 minutes on the phone. Anything shorter is usually a wrong number or a hang up. Those conversations came from: Website pool 20, Ads Location Extension Hobert Pools & Spas 10, GMB Hobert Pools & Spas 1.

46 of 51 were new

How many had never called before

46 of the 51 calls came from a number that had never rung your line, and 29 of the 31 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	35	33	20	30
Ads Location Extension Hobert Pools & Spas	15	15	10	15
GMB Hobert Pools & Spas	1	1	1	1
Total	51	49	31	46

Calls by day

Call tracking went live on August 10, so the quiet stretch at the start is missing data and not missing calls. These 51 calls came in over 29 days, not the full window.

How long the calls ran

Past a minute is where a real conversation starts.

41 appointments booked.