for
Hobert Pools & Spas
Local Services, Google Ads and Meta all ran for the full thirty days. Together they spent $15,505 and produced 141 leads, up from 50 in the thirty days before. Each lead cost $110, down from $138. Below is what each channel did, what actually counted as a lead, how the weeks moved, and three things worth watching.
Everything Google Ads did in the window. The smaller grey line under each number is the thirty days before.
| Campaign | People who saw it | Visits | Spend | Cost per visit | Leads | Cost per lead |
|---|---|---|---|---|---|---|
| Performance Max | 32,866was 18,104 | 1,066was 842 | $4,845.04was $1,622.17 | $4.55was $1.93 | 64was 12 | $75.70was $135.18 |
| Search, to the landing page | 10,848was 5,651 | 417was 220 | $3,792.70was $954.46 | $9.10was $4.34 | 33was 3 | $114.93was $318.15 |
| Search, to your main websitePaused. | 0was 1,114 | 0was 77 | $0was $305.95 | n/a | 0was 0 | n/a |
| Search, institutionalRemoved. | 0was 1,690 | 0was 78 | $0was $326.07 | n/a | 0was 0 | n/a |
| Total | 43,714was 26,559 | 1,483was 1,217 | $8,637.74was $3,208.65 | $5.82was $2.64 | 97was 15 | $89.05was $213.91 |
Performance Max is the workhorse: 64 leads at $75.70 each, down from $135.18. Search to the landing page went from 3 leads to 33, and five of the seven booked design appointments Google recorded came through it. The cost of a visit more than doubled on both campaigns, though. That is the trade we are watching most closely, and it is the first item in What to watch.
We always break this apart before we report it, because the headline number is misleading in every pool account we have seen. In the thirty days before, it was 242 actions and 15 real leads.
| What Google counted | This period | Period before | What it actually is |
|---|---|---|---|
| Called you from the ad | 52 | 8 | A real lead. The phone rang. |
| Quote form submitted | 28 | 6 | A real lead. Name, phone, budget and timeline. |
| Answered call tracked by CallRail | 10 | 1 | A real lead. A connected call we can hear. |
| Design appointment booked | 7 | 0 | A real lead, sent back from your CRM once booked. |
| Quote form, second tag | 28 | 8 | The same form leads measured a second way. Counted once. |
| Tapped the phone number | 21 | 3 | Intent, but we cannot prove the call connected. |
| Other engagements on your Google listing | 345 | 138 | Not a lead. Clicks on your business profile. |
| Asked for directions | 65 | 21 | Not a lead. |
| Estimated store visits | 48 | 30 | Not a lead. A modelled estimate. |
| Visited your website from the listing | 41 | 24 | Not a lead. |
| Tapped call on the listing | 8 | 3 | Not a lead. |
The mix is healthy. Over half of the real leads are phone calls, and the seven booked design appointments are the first time Google has been able to see a lead all the way through to a booking. Before this period that number was zero, because the connection back from your CRM did not exist yet.
Local Services, Google Ads and Meta over the same thirty days, each against its own thirty days before.
| Channel | Spend | Clicks | Cost per click | Leads |
|---|---|---|---|---|
| Google Ads | $8,637.74was $3,208.65 | 1,483was 1,217 | $5.82was $2.64 | 97was 15 |
| Meta | $5,855.31was $2,347.20 | 5,046was 2,939 | $1.16was $0.80 | 25was 2 |
| Google Local Services | $1,012.42was $1,347.55 | pay per lead | n/a | 19was 33 |
| Total | $15,505.47was $6,903.40 | 6,529was 4,156 | $2.37was $1.66 | 141was 50 |
The leads campaign produced 25 quote forms, up from 2. One video did far more than the rest: A Backyard You Can Hear brought 8 leads at $70 each. Meta also started 58 conversations with homeowners before the Messages campaign was switched off on August 26, and it sends people to your Instagram profile. That is why its cost per click is low and its cost per form lead is high.
Period before: 2 form leads, 45 conversations.
Local Services delivered 19 leads, every one of them a phone call. Only 11 carried a charge, at $92.04 each, because Google does not bill for every lead. That is fewer than the period before, and it is the second item in What to watch.
Period before: 33 leads, 16 billed at $84.22 each.
Google Ads produced seven in ten of all the leads in this window, at $89.05 each. In the thirty days before, Local Services was the largest source. Part of that swing is a full month of Google Ads against two weeks, but the weekly numbers below show it is not only that.
Period before: 15 leads at $213.91 each.
Leads from all three channels, by the week they arrived. The first two weeks belong to the period before, so the whole comparison sits on one chart.
Every full week in this window beat both weeks before it, which is the good news. The shape since August 24 is the part to act on: 42, then 33, then 25. Google spend held steady at about $2,000 a week the whole time, so the drop is not a budget cut. It comes from the rising click costs described next.
None of them is broken. Each one is a trend we would rather act on early.
Each visit from Google now costs $5.82, up from $2.64. Weekly Google spend held at about $2,000, but visits fell from 491 in the week of August 17 to 301 in the week of September 7. Your ads showed on roughly one in four of the searches they could have appeared on. The larger share was lost to competitors' ads ranking above yours, not to budget.
At least $337 also went to people searching for other pool builders by name (Gohlke, Five Star, Bonnie & Clyde, Riverbend Sandler, Hauk, Pool Boss, Emerald, Seahorse) without producing a lead. We are tightening both.
Leads fell from 33 to 19, and billed leads from 16 to 11, while each billed lead rose from $84.22 to $92.04. The week of September 7 brought only two leads and no charges. Local Services ranks businesses partly on reviews, response speed and how many calls are answered, so this is worth a look on both sides.
The leads campaign spent $4,244 for 25 forms, about $170 each. One video, A Backyard You Can Hear, did it for $70. The budget is spread across roughly eighty ads, and most of them spent under $20. Putting the money behind the handful that have produced leads is the quickest way to bring that cost down.
Thirty days produced 141 leads at $110 each, and Google can now follow a lead through to a booked design appointment. The work for the next thirty days is holding volume while bringing click costs back down. What we do with that next is your call.
Talk through the plan