Paid Media Report · Hobert Pools & Spas

Appointments booked

down 13% vs prior 30 days

114

Leads across every channel

down 9% vs prior 30 days

Real phone conversations

54 minutes on the line

$11,121

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.

16 leads, 11 billed

Local Services is your most direct channel

It delivered 16 leads, 14 of them phone calls. Only 11 carried a charge, at $83.26 each, because Google does not bill for every lead. The homeowner is not browsing here, they are calling you.

9 leads from the new form

Meta now takes leads without leaving the app

On 6 October we added a Meta form that homeowners fill in without leaving Facebook or Instagram. It brought in 9 leads at $76.54 each, on top of the 23 who filled in the landing page after a Meta ad. Meta leads rose from 19 to 32 on the prior 30 days.

66 real leads from Google

Every one a real person asking about a pool

21 filled in the landing page form, 35 called, and 10 went on to book a design meeting in your CRM.

Appointments

53 of the 98 leads that reached your CRM booked an appointment.

That is 54% of everyone who landed in the CRM, at $210 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 first bar includes Sunday 4 October and the last bar is a part week.

From an opportunity to a booked appointment

Each person is counted once, on the day their first opportunity was created.

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	$915.90	pay per lead	—	16
Google Ads	$6,290.82	701	$8.97	66
Meta	$3,914.57	2,543	$1.54	32
Total	$11,121.29	3,244	$3.15	114

What counted

Google brought in 66 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	21	Filled in the form after clicking an ad.
Calls from ads	25	Called straight from the Google ad.
Phone calls after a click	10	Called you after clicking through from an ad.
Design appointments booked	10	Booked a design meeting, confirmed in your CRM.
Total real leads	66

Who is answering

Your buyer on social is 45-54.

That age band clicks more than any other, and 35-44 sends the most leads. Google is left out of this section on purpose: its own demographic report cannot identify a large share of the clicks or 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 sends a lead, by age

Leads from a Meta ad, on the landing page or the Meta form.

The phone

35 calls came in, and 32 reached a person.

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

32 of 35 answered

How many calls reached a person

Call tracking logged 35 calls and 3 went unanswered, which is 9% of them. Every missed call is a homeowner who chose to pick up the phone and got nothing back.

20 real conversations

How many turned into a conversation

20 of those calls ran past a full minute, totalling 54 minutes on the phone. Anything shorter is usually a wrong number or a hang up. Those conversations came from: Website pool 19, Ads Location Extension Hobert Pools & Spas 1.

29 of 35 were new

How many had never called before

29 of the 35 calls came from a number that had never rung your line, and 17 of the 20 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	32	29	19	26
Ads Location Extension Hobert Pools & Spas	3	3	1	3
Total	35	32	20	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.

53 appointments booked.