--000000000000eba5730611eb4335 Content-Type: multipart/alternative; boundary="000000000000eba5720611eb4334" --000000000000eba5720611eb4334 Content-Type: text/plain; charset="UTF-8" Content-Transfer-Encoding: quoted-printable Hi Cheryl, Thank you for sharing what you're hearing on your end. There are a few aspects to address here, which I look forward to doing together on our call. Working collaboratively to get your feedback will be a great way for us to optimize the account even further, so I appreciate your input. *Historic Success* - When you say Google Ads has been "historically much more successful", can you clarify in what timeframe? - If you are referring to before 2023, there was no way to tell what leads came from Google Ads vs what came from organic Google/other channels - it is all anecdotal based on what the caller says. - February 2023 is when we started to have this level of detail in our data for Canada. - In Q4 we decided to make Toronto our focus market and ramp up the spend and emphasis on optimizations. - In Q4 we saw 6 clients from paid for Toronto, 5 of which started care - In Q3 we only saw 3 clients and 2 SOC. Doubling our clients converted and consistently getting ~1 more SOC per month is a big win - If you're referring to a different timeframe, then I'll need to look at that timeframe in more detail before our call. *Lead Quantity/Quality* - Our goal is to drive as many opportunities for your market as possible so your team can push those through to SOC. To do that, we try to drive more leads at a stable or better lead-to-opportunity conversion rate. - As mentioned, Toronto already has 28 leads in February, which is more than it had in the whole month of January. Given there is a ~30% lead to opportunity conversion rate, ~70% of those leads will not be qualified. - So you're right, there will be an increase in the absolute number of unqualified leads. I'm not surprised that you're feeling that change because the volume did increase pretty dramatically. - But there will also be an increase in the number of qualified leads which means there should be an increase in SOC. - We need this overall increase so we have more data to look at to continue to optimize the account each month and continue to improv= e performance. *Opportunity Quantity/Conversion to SOC* - Toronto has the 2nd highest opportunity count of all the markets from January-February of 2024 (and is only behind Vancouver by 1 opportunity) - Given this is the quality metric our team is trying to drive toward, I see this as a success - An organized breakdown of the status of these opportunities and more detail, if they closed, would be helpful to see why we are not on the same page about the success the market is seeing. *Out of Service Area* - This could connect to the opening up of the geographical targeting we did in January, which was our main strategy change for that month. - That's what Tim and I were in contact with you about when we looked at those maps. Th