Decision sheet: Example Facilities, paid campaigns
Illustrative example: no real accountsMore enquiries that become maintenance contracts, not just more enquiries.
Example Facilities runs three paid campaigns. Enquiries are up, but the sales team says few of them turn into real conversations.
- Measured by
- Enquiries that reach a sales conversation
- Not measured by
- Clicks or cost per enquiry on their own
| Campaign | Enquiries | Reached sales | What sales recorded |
|---|---|---|---|
| Search · “AC repair near me” | Many | Few | Mostly one-off home repairs, which this business does not offer. |
| Search · “maintenance contract” | Some | Most | Facilities teams asking for multi-site quotes. |
| Social · lead form | Many | Very few | Sales notes: many were job seekers or wrong locations. |
Described in words, not figures. The sales column would come from your own CRM stages, linked only with your permission, and each figure would show where it came from.
Move part of the social budget to the maintenance-contract search campaign, and add one qualifying question to the social form.
- Why
- The contract campaign brings fewer enquiries, but most of them reach a sales conversation.
- Still uncertain
- The effect is unknown until it runs. Review after four weeks.
Nothing changes until you decide.
No decision recorded.
