Campaign Performance & Application Pipeline Review
We bought attention efficiently and found exactly where it leaks.
Our initial paid test reached 28,159 people and drove 5,721 clicks at a $0.17 cost per click — efficient, high-intent traffic. 547 prospects began the application. But completed applications did not follow, and we had no way to capture or follow up with the people who didn't finish in one sitting. We treated this as a diagnostic: it localized the problem to the steps after the click, and the corrective system — lead capture, instant follow-up, full funnel visibility, and high-intent search — is deploying now.
What the spend delivered
≈ $973 total spend (cost per click × clicks). Primary traffic source: Meta paid social — 5,071 of 5,352 site users.
Where the drop-off happens
Delivery detail
| Ad set | Reach | Impressions | Clicks | CPC | Began app |
|---|---|---|---|---|---|
| Primary — high-ticket trades | 21,906 | 55,004 | 4,403 | $0.17 | 439 |
| Set 2 | 5,225 | 9,124 | 666 | $0.18 | 48 |
| Set 3 | 1,684 | 2,735 | 525 | $0.15 | 59 |
| Set 4 | 2,539 | 4,179 | 127 | $0.25 | 1 |
| Total | 28,159 | 71,042 | 5,721 | $0.17 | 547 |
Diagnosis
- Demand and targeting are sound. $0.17 CPC and 71K impressions — we reach the right service businesses cheaply.
- Intent is real. 547 prospects began the application — they want the offer.
- No lead capture. The 547 who started but didn't finish were unrecoverable — no email, no phone, no follow-up.
- No visibility. We couldn't see where inside the flow people dropped.
- Optimized to a click, not an application. The system chased button-clicks, not completed apps.
Who and where we target
High-ticket service contractors — HVAC, plumbing, electrical, and roofing — across the Salt Lake City / Utah metro, where bigger job tickets make customer financing the deciding factor. The financing-led message (pay over time, no merchant fee, paid next business day) drives prospects to a lead form, and from there into our CRM for fast, structured follow-up.
What we're doing to convert intent into applications
1 Capture the lead first → CRM
A short lead form feeds straight into GoHighLevel, so every interested prospect is captured the moment they engage — instead of lost if they don't finish in one sitting.
2 Instant, structured follow-up
New leads are contacted within minutes by text, email, and a call task — the engine that turns interest into completed applications.
3 See where people get stuck
Microsoft Clarity records real sessions, so we can watch exactly where prospects hesitate or drop and fix those moments.
4 Instrument the full funnel
Application start and submission events now fire end-to-end, so we optimize toward completed applications — not a proxy click.
5 Re-engage the 28,159 reached
Retargeting the warm audience from the test — the cheapest, most ready-to-convert pool we already have.
6 Add high-intent search
Google Search captures contractors actively looking for payment and financing solutions — informed by live competitor keyword intelligence (SpyFu) we're pulling now.
Where things stand
- Financing-led Meta campaign running
- Conversion tracking (GTM, GA4)
- Microsoft Clarity connected
- Application events firing
- Lead form → CRM capture
- Instant follow-up sequence
- Retargeting the warm audience
- Savings calculator on financing page
- High-intent Google Search
- Competitor keyword intelligence
Leads start now. Applications follow.
The rebuilt funnel produces results in sequence. Leads begin flowing immediately; applications build over the following days as follow-up and the application flow convert them. The near-term measure is leads captured and speed-to-first-contact — application volume grows from there as the full system comes online this week.