The lead generation engine is working: strong, cheap lead volume flowing in every day. The gap is the next step, turning those leads into booked sales appointments.
Ad Spend
$1,388
Total Meta spend across all campaigns in July.
Leads Generated
118
78 Comparison Chart (CC) + 40 Pricing Guide Video (PV) downloads.
Cost per Lead
$4.53–$4.98
Control baseline: $4.53 CC, $4.98 PV. Both well within target.
Sales Appointments
0
The engine produces leads, but nothing yet carries them to a booked call.
Primary Goal
Generate sales appointments in Patrick's calendar
The end goal of the whole funnel: get qualified prospects booking calls with Patrick.
In progress
Goal 2
Build a reliable lead generation engine
A predictable, low-cost flow of leads through the Comparison Chart and Pricing Guide entry points.
Done
Goal 3
Sharpen the retargeting funnel
Keep the mid and bottom-funnel ads fresh, consolidate audiences, and cut what is not working.
Done
The lead engine is working, but the cheap signups were not converting into sales appointments. Since people clearly want the content we are offering, we raised the intent bar: if leads give us more of their information, we get a much stronger read on who is actually signing up. They now tell us their boat of interest, their budget, and how soon they want to start sailing. That costs more per lead, and it is worth it.
We raised the intent bar on purpose
Late in July we added qualifying fields to both entry-point forms. The cost per lead roughly tripled, but every lead now comes with a real signal of intent.
The appointments gap
The primary goal, booked calls, has not moved yet. The reason is clear, and it is a fixable structural gap, not a performance problem.
The core problem
Leads are dropped into a "welcome to the brand" sequence, not a path to a call
Someone who signs up through the Comparison Chart or Pricing Guide is in active research mode. Right now they receive a generic brand-introduction email sequence that does not meet them where they are or lead them toward booking with Patrick. We need a dedicated flow, per entry point, that starts from what they just downloaded and carries them to a call.
Other campaign highlights
The rest of the funnel was reviewed and tuned through the month. A few things stand out, including what worked and what did not.
1
502 Model and 464 Config pages are pulling the most traction
The 502-464 retargeting ads drove 78 content views at roughly $1.02 each, the cheapest engagement in the account.
2
Brochure and newsletter signups are still coming in
The Brochure and Newsletter retargeting campaign continued to convert, adding 12 form leads in July at roughly $10.72 each.
3
The Pricing Guide Call retargeting ad did not produce bookings
We tried a dedicated "book a call" retargeting campaign. We ran it for a few days and stopped it after about $69 in spend with zero call bookings, which is part of why the appointments gap needs a different fix.
4
Fatigued creatives are being replaced with winning organic content
The "580 Catamaran" reel is performing well. We are sourcing more ad creatives modeled on high-performing organic posts like it.
5
Audiences consolidated, underperformers cut
Fragmented top-of-funnel audiences were merged so campaigns stop competing with each other, frequency caps were set on awareness ads, and the Advantage+ book-a-call test was turned off after it produced no signups.
The data points to one structural issue: we generate leads well, but we do not know where they are in their buying journey or what they are currently researching.
The core finding
Our funnel captures leads, but not buying intent or buying-journey stage
Comparison Chart and Pricing Guide downloads are not converting to calls because we treat every lead the same. We do not know what they are researching, what stage they are at, or what is holding them back. Without that, we cannot build content or offers that move them toward booking with Patrick.
Insight 2
Cheap downloads are not the same as qualified leads
A $4.53 download is easy to generate but tells us nothing about intent. Adding qualifying fields raised the cost to about $16, and that is the more honest price of a lead worth following up with. We would rather pay more for higher-intent leads.
Insight 3
We can ask for even more intent signals
Based on the current CPL for higher-intent leads, we can probably add a phone number field too. Beyond that, we can define what else constitutes a high-intent lead and ask for that information as well. The cost per lead would rise a little but stay acceptable given these results, and each added signal sharpens who we follow up with.
Here is how we close the appointments gap: first understand the leads we are already getting, then build the flows and assets that carry them to a booked call.
1
Keep running high-intent top-of-funnel ads
Continue the qualified-lead ads and gather lead-quality feedback, then refine targeting and creative from what we hear back.
2
Survey the Comparison Chart and Pricing Guide leads
Find out where they are in the buying journey, what they are researching, their concerns (pains), what they want to see (gains), and what would actually serve them. This becomes the source material for everything that follows.
3
Build two email flows, one per entry point
Using the survey insights, build a dedicated CC flow and a dedicated PV flow. Each adds genuine value email by email and leads the person toward booking a call with Patrick, instead of the generic welcome sequence.
4
Introduce Patrick with a thank-you video
A short video from Patrick thanking people for downloading the CC or PV. It puts a face to the brand right away, so when they later see Patrick in a retargeting ad they recognize him. That familiarity builds the know, like, and trust that makes booking a call feel natural.
5
Continue refining the rest of the funnel
Keep optimizing the mid and bottom-funnel retargeting ads and run regular infrastructure maintenance.
Three things from Balance would help us move the appointments work forward.
Request 1
Approval on the survey and email campaigns
Sign-off to launch the lead survey and build the two entry-point email flows. We need this information to create email flows that are relevant to each lead based on where they are in their buying and research journey.
Request 2
Lead-quality feedback
We would love feedback on the quality of the leads coming through, so we can refine further. It tells us what other filters or intent signals to add, so we capture more of the people likely to book a call with Patrick and buy a Balance.
Request 3
A short thank-you video from Patrick
Thanking people for downloading the CC or PV. It introduces Patrick early, so by the time they see him in a retargeting ad and are offered a call, they already know his face. Know, like, and trust before they book.