for Hobert Pools & Spas
Last 30 days · 2026-08-29 to 2026-09-27

55 appointments booked.

This report covers the period. Across every channel we spent $13,284, slightly less than the thirty days before, and produced 119 leads, 22 of them through Local Services. Separately, your CRM logged 132 new opportunities and 42% of them booked an appointment, up from 38%.

55
Appointments booked
down 24% vs prior 30 days
31
New pool design meetings
up 7% vs prior 30 days
119
Leads across every channel
up 18% vs prior 30 days
$13,284
Media spend, Last 30 days
down 3% vs prior 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. An appointment is a confirmed first meeting on your New Pool Design Meeting or Renovation At-Home Consult calendar, counted once per homeowner on the day it was booked, cancellations left out.
The story

What the numbers say.

01
31 design meetings

The bigger jobs are holding up

New pool design meetings rose to 31, from 29, and now outnumber renovation consults for the first time. Total appointments fell to 55 because renovation consults dropped from 43 to 24. The share of CRM leads that book rose to 42%.

02
$0 on Messenger

Messenger is fully off, and it shows

The Messages campaign spent nothing this period, against $1,373 before. Messenger leads in your CRM fell from 46 to 3, and none of them booked, which is the same pattern as every month we have measured. That budget now sits behind the landing page.

03
77 of 513 were leads

Most of what Google counts is not a lead

The platform reported 513 actions. 77 were a real person asking about a pool, up from 62. The rest is activity on your Google business listing, which is good for you but is not somebody to call.

Appointments

55 of the 132 leads that reached your CRM booked an appointment.

That is 42% of everyone who landed in the CRM, up from 38%, at $242 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 appointment was booked. The first bar covers Aug 29 to Sep 6. In the thirty days before, the weeks ran 10, 10, 15, 16 and 21.

05101520254Aug 29 to Sep 614week of Sep 721week of Sep 1416week of Sep 21
From a lead to a booked appointment

Leads and appointments are counted over the same thirty days, not followed person by person, so the rate describes the window.

Leads that reached your CRM132Appointments booked55 42% of the step above
What was bookedAppointmentsShare
New pool design meeting31was 2956%was 40%
Renovation at-home consult24was 4344%was 60%
Total55was 72100%
Cancelled, not counted above4was 4n/a

Four contracts reached Contract and Secured from leads created in this window. All four were entered by hand on September 11 and carry no value, so no channel can be credited with them and nothing can be learned from their size. Filling in contract value remains the single most useful change on your side.

Every channel

Each channel buys a different homeowner.

They are not competing. They cover different moments in the same decision. The grey line under each number is the thirty days before.

ChannelSpendClicksCost per clickLeads
Google Local Services$996.03was $1,215.25pay per leadn/a22was 27
Google Ads$7,974.84was $7,052.031,822was 1,935$4.38was $3.6477was 62
Meta$4,313.65was $5,389.772,633was 6,299$1.64was $0.8620was 12
Total$13,284.52was $13,657.054,455was 8,234$2.98was $1.66119was 101
01
13 of 22 billed

Local Services is your cheapest call

It delivered 22 leads, all phone calls, and only 13 carried a charge, at $76.62 each, down from $86.80. Google does not bill for every lead. The homeowner is not browsing here, they are calling you.

02
$13.05 per Search click

Search clicks are getting expensive

Search spend rose to $4,070 while its clicks fell to 312, so a click now costs $13.05, up from $5.46. Performance Max is the opposite: 1,510 clicks at $2.59. We are tightening Search terms and bids, and this is the first thing to watch next month.

03
20 Meta form leads

Meta is buying fewer, better clicks

Meta spent $1,076 less and produced 20 form leads, up from 12. Clicks dropped from 6,299 to 2,633 because Messenger and most Instagram profile traffic stopped, which is the point: those clicks were cheap and never booked.

What counted

Google reports 513 actions. 77 are real leads.

We break this apart before reporting it, because the headline number misleads in every account of this kind we have seen. In the thirty days before, it was 562 actions and 62 real leads.

What the platform countedTimesPeriod beforeWhat it actually is
Calls from ads4030A real lead.
Hobert Pools (web) generate_lead2221A real lead.
Web - Lead Form (GTM direct)2622The same lead, measured a second way. Counted once.
CRM - Design Appt Booked93A real lead, sent back from your CRM once booked.
Phone Call68A real lead.
Hobert Pools (web) phone_click4611Intent, but we cannot prove it connected.
Local actions - Other engagements275281Not a lead. Activity on your Google listing.
Local actions - Directions4659Not a lead. Activity on your Google listing.
Local actions - Website visits2846Not a lead. Activity on your Google listing.
Store visits870Not a lead. A modelled estimate.
Clicks to call78Not a lead. Activity on your Google listing.
Hobert Pools (web) phone_click_murphy03A retired tag, replaced by the one above.
Where they come from

132 new leads, and half still carry no source.

Grouped by the source your CRM records on each opportunity, so it is the same breakdown you would see on your own dashboard.

New leads by source, and how many booked

Bar length is new leads. The figure beside it is how many of those homeowners booked an appointment.

No source recorded51 23 bookedPaid landing page24 10 bookedWebsite contact forms15 11 bookedNativz tagged leads7 5 bookedInstagram Direct7 0 bookedCallRail phone calls7 0 bookedChat widget7 2 bookedFacebook Messenger3 0 bookedFacebook ad, referral and walk in11 9 booked
SourceNew leadsBookedWhat it means
Paid landing page2410Google and Meta ads. Your strongest paid source of appointments.
Website contact forms1511Your own site, reached through search, social or directly.
Nativz tagged leads75Paid leads logged by our team while the source field catches up.
Facebook ad, referral and walk in119Smaller sources, including several people who called or walked in.
Chat widget72The chat box on your website.
CallRail phone calls70Tracked calls turned into CRM records. None booked this period.
Instagram Direct and Messenger100Conversations. None booked, and Messenger is now switched off.
No source recorded5123Mostly entered by hand. Real bookings we cannot credit to a channel.
Total13260

Booked counts leads whose homeowner booked in the window, so it runs slightly ahead of the 55 above: a homeowner with two leads counts on both, and a few appointments belong to leads created earlier. Source is now required when your team enters a lead by hand, so the unsourced group should shrink from here.

Who is answering

Your buyer on social is 45-54.

That age band clicks more than any other and sends the most quote forms, 11 of Meta's 20. 35-44 is close behind on forms. These charts cover Meta only.

Who clicks the ads, by age

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

02004006008001836625-3466833035-4478444745-54746055-64MenWomen
Who sends a quote form, by age

Quote forms submitted from a Meta ad.

036912025-34835-441145-54155-64
Where this leaves us

Fewer clicks, better ones.

Spend held steady while the cheap clicks went away: Messenger is off, Instagram profile traffic is down, and what remains books at a higher rate than before. The two jobs for the next thirty days are bringing the cost of a Search click back down, and getting contract values into the CRM so the platforms can learn which clicks lead to the biggest pools.

Talk through the plan