--000000000000b4cb810619112741 Content-Type: text/plain; charset="UTF-8" Content-Transfer-Encoding: quoted-printable Hi Tim, As discussed on our call today, here are the lists of open and closed opportunities specifically from paid advertising for you to review with the team. Once we diagnose/improve the opportunity to assessment issue and start to hit that 3/4:1 LTV:CAC we can discuss figuring out where to re-allocate the ~$6k CAD we were previously spending on the agency (to improve volume for the top converting markets). Sincerely, On Wed, May 15, 2024 at 7:32=E2=80=AFAM Timothy Thomas wrot= e: > Thanks Alexa. It's great to finally see the leads trending back up. Lead > quality and price sensitivity relative to our new minimums (care > commitment) continues to be a challenge. > > On Tue, May 14, 2024 at 6:56=E2=80=AFPM Alexa Graziani > wrote: > >> Hello All, >> >> This re-structured update reviews Canadian PPC performance >> >> for the full month of April and an overview of how May is performing so >> far/our plans to improve performance. >> >> We look forward to bringing the advertising (outside of Montreal) >> in-house starting June 1st! >> >> >> I've set up a call for next week to review performance, strategy, and th= e >> in-house transition together. >> >> April=E2=80=99s results are as follows (data through Sunday, May 12th): >> >> - >> >> $CAD41,651 spent >> - >> >> 65 Leads >> - >> >> Decrease in volume and increase in CPL from March. >> - >> >> Largely due to the impact of caregiver calls/forms in Montreal and >> broad match spend in the other markets. Account changes have been = made/are >> in progress for both issues and should improve the 2nd half of May= =E2=80=99s >> performance. >> - >> >> 31 Opportunities >> - >> >> Stable cost per opportunity. >> - >> >> Change in team=E2=80=99s definition of opportunity as per Tim: =E2= =80=9CA Lead is >> any prospective client prior to being qualified. Once qualified, i= t can be >> converted to an opportunity. A lead must meet these three >> criteria: In our service area, Looking for our services and Finan= cially >> qualified for the quoted rate.=E2=80=9D >> - >> >> 6 Assessments >> - >> >> About half of the 13 average in 2023, mirrored by the 19% >> opportunity-to-assessment conversion rate that about half of the 4= 1% in >> 2023. >> - >> >> 4 Clients >> - >> >> 4 SOC >> - >> >> 1.8 : 1 LTV: CAC >> - >> >> 5 opportunities are still open and could move forward in the >> pipeline. >> - >> >> If 3 of these start service we would hit the 3:1 LTV:CAC >> baseline goal. >> >> >> May=E2=80=99s 1-12 results are as follows: >> >> - >> >> $CAD15,968 spent >> - >> >> 27 Leads >> - >> >> Pacing to 77 leads for the month. >> - >> >> Lead volume should improve in the 2nd half of the month. We made >> optimizations in the Montreal account to further exclude caregiver= s on 5/8 >> and we=E2=80=99re making additional keyword optimizations this wee= k for the other >> markets. The goal is to get back to the