30-day case study · Connecticut

$2,924 in ads.34 booked moves.

One moving company, one month, one market. Ads run by us, every lead called by our floor, every booked job on their calendar under their name. Here is the whole month — including the part that still isn't working.

Ad spend

$2,924Ad spend

Booked moves

34Booked moves

Job revenue

$42,100Job revenue

Return on ad spend

14.4xReturn on ad spend

$42,100 of booked revenue across 34 moves is an average job worth about $1,238. The ads and the calling that produced each one cost $86.01.

That is the number worth carrying around. Cost per lead was $20.74, which is the figure most agencies would put on a report — but a lead is not a job. 24.1% of these leads became a booked move — 34 of 141 — and that is the ratio that decides whether any of this is worth doing.

• Leads141

  Instant form, $20.74 each

• Dials776

  5.5 attempts per lead

• Answered159

  20.5% of dials — below our 30% target

• Conversations76

  47.8% of answered, over 90 seconds

• Booked moves34

  44.7% of conversations

• Deposits31

  $4,400 collected, $142 average

776 dials against 141 leads — every lead called five and a half times, with the first call going out within five minutes on average during business hours. 13 hours and 17 minutes of live talk time over the month.

The answer rate was 20.5%, against the 30% we hold ourselves to. 61 inbound calls came in and were missed. That is the weakest number in the month and it is an operations problem, not an advertising one.

It is also the cheapest upside in the account. Hold everything else exactly where it is and lift answering to target: 776 dials would produce roughly 233 answered instead of 159, about 111 conversations at the same 47.8%, and near enough 50 booked moves rather than 34 — on the same $2,924 of ad spend.

That is arithmetic on this month's own conversion rates, not a promise. But it is where the next sixteen jobs are, and it is the kind of thing you can only find when somebody is watching the whole funnel instead of the top of it.

Leads

141Leads

Cost per lead

$20.74Cost per lead

Impressions

75,838Impressions

People reached

38,695People reached

Click-through rate

0.89%Click-through rate

Cost per 1,000

$38.56Cost per 1,000

38,695 people reached, seen 1.96 times each on average. Figures read from the client's live dashboard for the period; job revenue is the sum of quoted jobs in their CRM.