Campaign Snapshot
Across all tracked appointments from campaign launch to date
38
Total Appointments
tracked in pipeline
6
Showed Up
23% of completed
14
No Shows
54% of completed
12
Upcoming
still in pipeline
4
Q5 Leads
highest quality
No-Show Rate is the #1 Problem
Of the 26 appointments that have a completed outcome, 14 (54%) were no-shows. Only 6 (23%) actually showed up. This isn't a lead quality issue — most no-shows are rated Q4. It's a confirmation and reminder workflow issue. Automated reminders before the call could dramatically improve this number.
Ad Set Performance
Ranked by appointments generated (Appointments Booked tab)
| Ad Set | Appts | Avg Quality | Show | No Show | Upcoming | Cancelled | No Close | Verdict |
|---|---|---|---|---|---|---|---|---|
| Ad Set V6 Open – V6 Form + Book Call |
11 | 3.7 | 2 | 2 | 6 | 0 | 1 | Best Volume |
| Ad Set V2 Open – V2 Form, Homeowner + 6 Figures |
10 | 4.0 | 1 | 5 | 1 | 2 | 1 | Best Quality, Worst Show Rate |
| Ad Set V5 Open – V4 Form, Homeowner + 6 Figures + VSL |
5 | 3.4 | 1 | 3 | 0 | 1 | 0 | High No-Show |
| Organic / Unknown | 5 | 3.0 | 0 | 2 | 2 | 0 | 1 | Not attributable |
| Trust & Estate Campaign Early V1/V2 leads (adset unknown) |
3 | 3.0 | 1 | 0 | 2 | 0 | 0 | Early campaign |
| Ad Set V1 Simple form |
2 | 2.0 | 0 | 1 | 1 | 0 | 0 | Low Quality |
V2 vs V6 trade-off
Ad Set V2 generates the highest average quality (4.0) but has the worst show rate — 5 no-shows out of 10. Ad Set V6 generates the most volume and has zero cancellations, with 6 upcoming appointments still in the pipeline. V6 is the current workhorse. The question is whether V2's higher-quality leads are worth the no-show problem, or whether the confirmation process just needs fixing.
Ad Set Breakdown — Bookings Tab (25 calendar bookings)
| Ad Set | Bookings | % of Total |
|---|---|---|
| Ad Set V6 (Open – V6 Form + Book Call) | 15 | 60% |
| Organic / Unknown | 3 | 12% |
| Ad Set V7 ($1M networth callout) | 2 | 8% |
| Trust & Estate Test Campaign (early) | 2 | 8% |
| Ad Set V2 (V2 Form, Homeowner + 6 Figures) | 1 | 4% |
| Ad Set V3 (V3 Form + VSL) | 1 | 4% |
| Ad Set V8 (Lead Magnet) | 1 | 4% |
Ad Creative Performance
Which specific ads drove appointments and bookings
Appointments Booked — By Ad Creative
| Ad | Appts | Avg Q | Shows | Show Rate |
|---|---|---|---|---|
| OG Man – MA Homeowner – V2 Form | 10 | 4.0 | 1 | 10% |
| OG Man – MA Homeowner – V4 | 5 | 3.4 | 1 | 20% |
| Golf Man – MA Homeowner – V2 Form | 3 | 4.0 | 2 | 67% |
| Female Lawyer – A will alone is not enough | 3 | 3.3 | 0 | 0% |
| Man – When your dad passes | 2 | 4.0 | 0 | Upcoming |
| MA Homeowner – Ad 6 | 2 | 4.0 | 0 | Upcoming |
| OG Old Man – V1 Form | 2 | 2.0 | 0 | Low Quality |
Bookings Tab — By Ad Creative
| Ad | Bookings |
|---|---|
| Man – When your dad passes | 5 |
| MA Homeowner – Ad 6 | 5 |
| Organic / Unknown | 3 |
| Golf Man Replacement (Female Lawyer) | 2 |
| Old Woman Ad 12 | 2 |
| Female Lawyer – A will alone is not enough | 2 |
| Female Lawyer – Who raises your kids? | 1 |
| MA Homeowner – Ad 5 | 1 |
| OG Man – MA Homeowner – V2 Form | 1 |
| Golf Man – MA Homeowner – V2 Form | 1 |
| Lead Magnet – Image Ad 1 | 1 |
Golf Man – MA Homeowner is the standout ad
With only 3 appointments tracked, it produced 2 shows (67% show rate) — both confirmed, both Q4. Every other ad is at 0–20%. "Man – When your dad passes" and "MA Homeowner – Ad 6" are the top bookings generators right now (5 each in calendar), suggesting they are driving the strongest recent intent. These three ads deserve priority budget and testing attention.
Lead Quality Analysis
Quality rated 1–5 by Monique. 55% of leads are Q4 — which is strong raw quality
Quality Distribution (38 leads)
| Quality | Count | % of Total | Meaning |
|---|---|---|---|
| 5 | 4 | 11% | Strong asset profile, clear need |
| 4 | 21 | 55% | Good homeowner, motivated |
| 3 | 7 | 18% | Lukewarm / price sensitive |
| 2 | 2 | 5% | Borderline fit |
| 1 | 4 | 11% | Wrong fit / out of area |
Show Rate by Quality Tier
| Quality | Total | Showed | No Show | Show Rate |
|---|---|---|---|---|
| 5 | 4 | 1 | 1 | 50%* |
| 4 | 21 | 4 | 9 | 19% |
| 3 | 7 | 1 | 3 | 14% |
| 2 | 2 | 0 | 1 | 0% |
| 1 | 4 | 1 | 0 | 1 showed (wrong fit) |
* Q5 has 2 upcoming still — true show rate will likely be higher
Quality is not the problem — activation is
66% of leads are Q4 or Q5 — these are genuinely good prospects. Yet Q4 leads have only a 19% show rate. The data suggests leads are interested enough to fill a form and book, but aren't showing up. This points to a gap between booking and the actual call — lack of confirmation, wrong urgency framing, or leads losing confidence. This is fixable with process changes.
Individual Lead Highlights
Based on quality score, notes, and current status
🔥 HOT — High quality, upcoming or showed
Jo Schnare 5
"ALREADY has a trust — really good prospect. Needs to put her home in a trust for her daughter. Straight forward situation / case."
Catherine Clark 5
"International flight attendant, recently bought a new home, divorced, no children, no trust. Clear, clean case."
Mark Collins 5
"Net worth couple million, over $1M cash liquid. House paid off. Has a will but needs to change everything. Already confirmed appt."
Bishu Manandhar 4
"Called to confirm, got intake form confirmed — but notes say 'put on pause for a few weeks.' Keep warm."
Stephen Willis 4
"71, divorced, owns 2 houses + a lot, still working. 3 children, 5 grandchildren. Strong estate complexity."
🌡️ WARM — High quality but stalled or in nurture
Mojgan Gheidar 5
"2 properties (primary MA $580k, secondary TX). Both working, husband near 65. Retirement, stocks, 2 children. Was 'a little aggressive' on the phone. Keep trying."
Rohail Shah 3
"Went over finances — needs to break up cost. Uber driver, owns home in Norfolk county. Monique thinks she can close him."
Ed Morris 4
"Cancelled — 'not responsive recently.' Wife Donna retired. Has special needs child. House nearly paid off. Her parents had a trust and it made life easy — very motivated background."
Pina Moceri 4
"Cancelled because she was sick. Home in Gloucester, a few kids, husband Sebastian won't act. Very motivated emotionally. Needs rescheduling."
📋 PIPELINE — 9 leads in "Powerpoint" nurture stage
Sidonie Siwe, Norma Jeans Hank, Esteban Acosta, Meli Kavukcuoglu, Thomas Goulart, Franklin Disla, Patricia Jean, Barbara Boyne, Tajudeen Animashaun, Rosa Miranda Murillo
"These leads are receiving Monique's indoctrination presentation / 3rd call. They are mid-funnel, not dead. Franklin Disla and Patricia Jean are marked No Close but still in powerpoint stage — worth a follow-up push."
❌ LOW QUALITY — Poor fit, do not prioritise
Angelo Cintron 1
"Disabled, on SSI, wants to buy a house and start an LLC with no money. Not an estate planning client."
Darnell Reed 1
"Rhode Island — likely not a good fit for Monique's licensed states (MA, NY, CT, GA). Recommend confirming state before the call."
Regla Gonzalez 4
"Q4 quality but incompatible with virtual-only model. Not worth pursuing unless Monique adds an in-person option."
Recommendations for Monique & Tom
Based on what the data is telling us
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1Fix the no-show problem first — it's the biggest leak 54% of completed appointments are no-shows. This has nothing to do with ad quality — Q4 leads are not showing up. Implement an automated sequence: confirmation email immediately after booking, reminder 24 hours before, SMS reminder 1 hour before. This alone could double actual show-ups without spending more on ads.
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2Scale "Man – When your dad passes" and "MA Homeowner – Ad 6" These two ads drove 10 of the 25 calendar bookings combined (40%) — the highest volume of any ads in the recent booking period. They are the current top performers and should be getting the most budget right now.
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3Study "Golf Man – MA Homeowner – V2 Form" — it has the best show rate 67% show rate vs 10–20% for everything else. It's only generated 3 appointments so far, but the avatar/hook may be triggering something different in how the audience shows up. Worth scaling to validate at higher volume.
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4Follow up on Ed Morris and Pina Moceri — both cancelled for fixable reasons Ed Morris went cold but has a special-needs child and strong motivation. Pina Moceri cancelled because she was sick. Both are Q4. A personal outreach from Monique could recover these.
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5Pre-qualify for state before any call with out-of-area leads Darnell Reed (Rhode Island) and Regla Gonzalez (wants in-person) are examples of leads that should be screened before booking. Adding a "What state do you live in?" check to the form — or an automated pre-call SMS — would save Monique's time.
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6Push the "Powerpoint" pipeline — 9 leads are mid-funnel, not dead Franklin Disla, Patricia Jean, and others marked with "Powerpoint" notes are in a presentation/indoctrination stage. Two are marked No Close but haven't been formally lost. A personal follow-up with a clear next step could move these forward.
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7Jo Schnare and Catherine Clark are the two most straightforward closes pending Jo already has a trust and needs an update — this is a simple, fast engagement. Catherine Clark is a clean new case. Both are Q5 with upcoming calls scheduled. Monique should prepare for these specifically.