Paid Media Report · Hobert Pools & Spas

Appointments booked

up 86% vs prior 30 days

114

Leads across every channel

up 533% vs prior 30 days

Real phone conversations

77 minutes on the line

$11,631

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, 10 billed

Local Services is your most direct channel

It delivered 19 leads, 17 of them phone calls. Only 10 carried a charge, at $74.59 each, because Google does not bill for every lead. The homeowner is not browsing here, they are calling you.

5 conversations started

Messenger did not bring buyers, so we stopped it

Meta started 5 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.

67 real leads from Google

Every one a real person asking about a pool

24 filled in the landing page form, 30 called, and 13 went on to book a design meeting or sign a contract in your CRM.

Appointments

54 of the 110 leads that reached your CRM booked an appointment.

That is 49% of everyone who landed in the CRM, at $215 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 3,430 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	$745.86	pay per lead	—	19
Google Ads	$7,012.40	1,206	$5.81	67
Meta	$3,872.58	2,351	$1.65	28
Total	$11,630.84	3,557	$3.06	114

What counted

Google brought in 67 real leads.

Each one is a real person asking about a pool. This is where they came from.

Where it came from	Leads	What it means
Form on your landing page	24	Filled in the form after clicking an ad.
Calls from ads	23	Called straight from the Google ad.
Phone calls after a click	7	Called you after clicking through from an ad.
Design appointments booked	12	Booked a design meeting, confirmed in your CRM.
Contract signed	1	Signed a contract, confirmed in your CRM.
Total real leads	67

Who is answering

Your buyer on social is 45-54.

That age band clicks more than any other, and 25-34 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

34 calls came in, and 33 reached a person.

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

33 of 34 answered

How many calls reached a person

Call tracking logged 34 calls and 1 went unanswered, which is 3% of them. Every missed call is a homeowner who chose to pick up the phone and got nothing back.

24 real conversations

How many turned into a conversation

24 of those calls ran past a full minute, totalling 77 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 4.

29 of 34 were new

How many had never called before

29 of the 34 calls came from a number that had never rung your line, and 20 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 called	Calls	Answered	Ran past a minute	First time callers
Website pool	29	28	20	24
Ads Location Extension Hobert Pools & Spas	5	5	4	5
Total	34	33	24	29

Calls by day

Day of the month along the bottom. Every day in the window is shown.

How long the calls ran

Past a minute is where a real conversation starts.

54 appointments booked.