--0000000000006167280600f17341 Content-Type: text/plain; charset="UTF-8" Content-Transfer-Encoding: quoted-printable Hi Chen, Sure thing, I'll set up a separate call for this group to discuss Canada. Regarding your questions: *Lead Flow:* - This increase in leads/decrease in cost per lead is primarily artificial. This change happened due to asking the team to enter more le= ads in Salesforce so we have more data to optimize with. - Previously, some calls related to home care were not entered if they were looking for things like government-subsidized home care, assisted living, only a few hours of care, etc. We asked the team to enter all= of those so we can have a better understanding of what keywords are driv= ing unqualified leads as well as qualified leads. - The team did such a great job that they actually started entering too many leads by trying to enter all calls, even if they were not related t= o care. - They are going to recalibrate so we may see a slight decrease in leads in July/August as we figure out the right balance - Opportunities is the main metric I'd focus on. We did see an increase in those as well as a decrease in cost per opportunity. This is largely = due to: - shifting budget between markets (more info on that below) - a more hands-on approach with the agency - Megan and I started listening to every call toward the end of May and took a more hands-on approach to campaign management - The primary change in June was an overall audit and subsequent reorganization of the keywords we're bidding on - The agency also made several adjustments to push the campaigns toward the best-performing keywords as we gave them access to all of our Callrail findings and based on in-platform performance *Markets where we are exceptionally cheap/expensive --- successful/unsuccessful:* - *Vancouver has been our top-performing marke*t, far and away, both from a volume and cost-efficiency perspective. - We have been shifting spend away from lower-performing markets and into Vancouver throughout Q2. - *The Greater Toronto Area has been the hardest market to crack * - We have been moving money away from those markets as we optimize the campaigns - Toronto has started to see success, while the smaller areas (Oakville and Mississauga) are still not where we want them to be - *Calgary also saw consistent success in Q2* - This is why we plan to shift some more money into this market for August *Cost per Start of Care:* - You are correct that the "cost per" metrics we have outlined in this document only reflect the costs associated with the Google Advertising spend and do not include the agency fee (or our management time) - Agencies fees in Canada are roughly $8k CAD at our current spend levels - The June SOC cost is actually roughly $4k CAD ($4,436 CAD in column Q). The number you reference looks like our cost per client converted (closed won opportunities). Are the goals you're referencing in relation= to clients converted or SOC? - Including agency f