Same budget, same campaign, same area. Six months ago it filled the calendar, and now the inquiries have dried up or turned to junk.
By the BlueSmith team · Updated
Attention × Offer × Sales × System. The problem usually lives in one part and shows up in another.
One video has run to the same zip codes for months. People scroll past it now, so the platform charges more to show it to fewer of them.
Fresh video filmed on your current jobs, with the next ad ready before the last one wears out instead of after results drop.
Video AdsThe offer hasn’t changed while competitors copied it. A seasonal discount or a generic promise stops standing out once every contractor in town says the same thing.
An offer built on what only you can show: a project page with your real work, a realistic range, and a reason to book with you specifically.
Project PagesThe campaign drifted toward whoever fills out forms cheapest. Your team now spends its calls on people who don’t answer or don’t fit.
Qualifying questions before booking, plus a review of which audiences and placements recent leads came from, so the weak mix gets cut.
Lead QualificationTracking broke without anyone noticing: a site update moved the form, a pixel stopped firing, or the thank-you page changed. Decisions now rest on missing data.
An end-to-end check: a test lead followed from the ad click to your inbox to your pipeline, with every step that dropped it fixed.
Conversion TrackingWe submit a test lead the way a homeowner would and follow it from the click into your inbox and your pipeline. If any step loses it, that gets fixed first, because every other decision depends on that data. Then we compare the age of your creative and the source of recent leads to find what actually changed.
Cheap leads that never book are expensive. Price the thing you actually want: a homeowner on your calendar.
Cost per booked estimate: $229
$4,000 a month, 50 leads, 35% of them booked.
See what we’d build for these numbersStarts with example numbers. Change them to yours. Arithmetic only, not a promise of results.
Client work, shown with permission. Never stock footage.
There’s no fixed schedule. Watch for the signs: cost per lead rising on the same ad, fewer people clicking, and the same audience seeing it over and over. Having the next video filmed before you need it beats scrambling after results fall.
Usually not as a first move. A brand-new campaign throws away what the old one learned and doesn’t fix broken tracking or a stale offer. Find what changed first. Rebuild only if the setup itself is the problem.
It could. Demand for most trades moves through the year. Compare against the same months last year if you have the records, and look at booked estimates, not just leads. If inquiries dipped but bookings held, the ads may be fine.
Platforms change how they deliver ads, and sometimes that hurts. It’s rarely the whole story, though. Tracking, creative, and the offer are all in your control, so check those before blaming the algorithm.
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