Lead source conversions · September 2026
Qualified Sales CRM leads entered 1 to 30 Sep 2026 (same rules as the office TV), August comparison at the bottom.
635Qualified leads
163Booked
25.7%Lead → sale
$247,397Quote value booked
$20,117Ad spend inc GST
$353Cost per paid sale
Ad spend paid · September
| Platform | Ex GST | Inc GST |
|---|
| Google Ads | $15,429 | $16,971 |
| Microsoft Ads | $1,992 | $2,191 |
| Meta | $802 | $882 |
| Reddit | $66 | $73 |
| Total | $18,289 | $20,117 |
Paid ads cost per service
| Service | Ad spend | Paid leads | Booked | Lead → sale | Cost per lead | Cost per sale | Quote value | Return |
|---|
| New Construction + Pre-Handover | $9,913 | 125 | 35 | 28.0% | $79 | $283 | $68,270 | 6.9x |
| Pre-Purchase + Building & Pest | $1,958 | 62 | 9 | 14.5% | $32 | $218 | $7,810 | 4.0x |
| Dilapidation | $2,040 | 18 | 8 | 44.4% | $113 | $255 | $6,930 | 3.4x |
| Expert Witness | $1,646 | 18 | 1 | 5.6% | $91 | $1,646 | $2,145 | 1.3x |
| Insurance | $485 | 5 | 0 | 0.0% | $97 | – | $0 | 0.0x |
| Investigation | $15 | 12 | 2 | 16.7% | $1 | $8 | $2,310 | 150.0x |
| Condition report | $145 | 2 | 0 | 0.0% | $73 | – | $0 | 0.0x |
| Other services (no own campaign) | – | 16 | 2 | 12.5% | – | – | $1,710 | – |
| Brand, competitor and general campaigns | $3,914 | Google brand, competitor, Bathla and Smart campaigns: not tied to one service, leads land across all services above |
| All paid ads | $20,117 | 258 | 57 | 22.1% | $78 | $353 | $89,175 | 4.4x |
By lead source
| Lead source | Leads | Booked | Lead → sale | Quote value | Ad spend | Cost per lead | Cost per sale | Return |
|---|
| Google Ads | 182 | 42 | 23.1% | $66,435 | $16,971 | $93 | $404 | 3.9x |
| Inbound Call | 143 | 41 | 28.7% | $61,342 | – | – | – | – |
| Google Organic | 108 | 30 | 27.8% | $51,494 | – | – | – | – |
| Direct | 40 | 12 | 30.0% | $19,263 | – | – | – | – |
| Google Business Profile | 37 | 13 | 35.1% | $16,892 | – | – | – | – |
| Facebook Ads | 29 | 4 | 13.8% | $12,180 | $882 | $30 | $221 | 13.8x |
| Microsoft Ads | 47 | 11 | 23.4% | $10,560 | $2,191 | $47 | $199 | 4.8x |
| ChatGPT | 8 | 3 | 37.5% | $3,022 | – | – | – | – |
| Email | 8 | 2 | 25.0% | $2,288 | – | – | – | – |
| DuckDuckGo | 4 | 2 | 50.0% | $1,694 | – | – | – | – |
| Referral | 3 | 2 | 66.7% | $1,413 | – | – | – | – |
| Perplexity | 1 | 1 | 100.0% | $814 | – | – | – | – |
| Bing Organic | 15 | 0 | 0.0% | $0 | – | – | – | – |
| Unknown | 3 | 0 | 0.0% | $0 | – | – | – | – |
| Yahoo | 2 | 0 | 0.0% | $0 | – | – | – | – |
| Facebook Organic | 2 | 0 | 0.0% | $0 | – | – | – | – |
| LinkedIn | 1 | 0 | 0.0% | $0 | – | – | – | – |
| Word Of Mouth | 1 | 0 | 0.0% | $0 | – | – | – | – |
| Twitter/X | 1 | 0 | 0.0% | $0 | – | – | – | – |
| Gemini | 0 | 0 | – | $0 | – | – | – | – |
By service (all sources)
| Service | Leads | Booked | Lead → sale | Quote value | Avg per sale |
|---|
| New Construction Stage Inspections | 187 | 52 | 27.8% | $130,876 | $2,517 |
| Pre-Handover | 63 | 27 | 42.9% | $24,435 | $905 |
| Building & Pest | 79 | 18 | 22.8% | $18,300 | $1,017 |
| Expert Witness | 58 | 6 | 10.3% | $18,315 | $3,052 |
| Pre-Purchase Inspection | 69 | 14 | 20.3% | $12,815 | $915 |
| Dilapidation Inspection | 35 | 16 | 45.7% | $12,760 | $798 |
| Maintenance | 20 | 8 | 40.0% | $9,437 | $1,180 |
| Apartment Pre-Settlement Inspection | 26 | 12 | 46.2% | $7,760 | $647 |
| Investigation | 47 | 5 | 10.6% | $7,150 | $1,430 |
| Insurance Claim Assessment | 20 | 1 | 5.0% | $2,970 | $2,970 |
| Condition report | 17 | 3 | 17.6% | $2,029 | $676 |
| Drug Residue Testing | 2 | 1 | 50.0% | $550 | $550 |
| Pre-Sale Inspections | 4 | 0 | 0.0% | $0 | – |
| 137B | 2 | 0 | 0.0% | $0 | – |
| Commercial Building | 2 | 0 | 0.0% | $0 | – |
| General Enquiry | 2 | 0 | 0.0% | $0 | – |
| Unknown | 1 | 0 | 0.0% | $0 | – |
| Depreciation Schedule | 1 | 0 | 0.0% | $0 | – |
Compared with August
August → September. Green = better, red = worse.
Overall
| August | September | Change |
|---|
| Qualified leads | 523 | 635 | +21% |
| Booked | 156 | 163 | +4% |
| Lead → sale | 29.8% | 25.7% | -4.2 % points |
| Quote → sale (quoted leads that booked) | 69.3% | 48.2% | -21.1 % points |
| Quote value booked | $293,819 | $247,397 | -16% |
| Avg per sale | $1,883 | $1,518 | -19% |
| Ad spend (inc GST) | $12,425 | $20,117 | +62% |
| Paid-ad leads | 104 | 258 | +148% |
| Paid-ad bookings | 21 | 57 | +171% |
| Cost per paid lead | $119 | $78 | -35% |
| Cost per paid sale | $592 | $353 | -40% |
| Return on ad spend (paid value ÷ spend) | 2.6x | 4.4x | +70% |
Ad spend by platform
| Platform | Aug (ex GST) | Sep (ex GST) | Sep inc GST |
|---|
| Google Ads | $11,249 | $15,429 | $16,971 |
| Microsoft Ads | $46 | $1,992 | $2,191 |
| Meta | $0 | $802 | $882 |
| Reddit | $0 | $66 | $73 |
| Total | $11,295 | $18,289 | $20,117 |
By lead source
| Lead source | Leads | | Booked | | Lead → sale | | Quote value | |
|---|
| Google Ads | 102 → 182 | +78% | 20 → 42 | +110% | 19.6% → 23.1% | +3.5 % points | $31,796 → $66,435 | +109% |
| Inbound Call | 154 → 143 | -7% | 58 → 41 | -29% | 37.7% → 28.7% | -9.0 % points | $116,196 → $61,342 | -47% |
| Google Organic | 144 → 108 | -25% | 36 → 30 | -17% | 25.0% → 27.8% | +2.8 % points | $64,587 → $51,494 | -20% |
| Direct | 37 → 40 | +8% | 16 → 12 | -25% | 43.2% → 30.0% | -13.2 % points | $24,090 → $19,263 | -20% |
| Google Business Profile | 28 → 37 | +32% | 12 → 13 | +8% | 42.9% → 35.1% | -7.7 % points | $26,418 → $16,892 | -36% |
| Facebook Ads | 0 → 29 | new | 0 → 4 | new | – → 13.8% | +13.8 % points | $0 → $12,180 | new |
| Microsoft Ads | 2 → 47 | +2250% | 1 → 11 | +1000% | 50.0% → 23.4% | -26.6 % points | $605 → $10,560 | +1645% |
| ChatGPT | 17 → 8 | -53% | 3 → 3 | +0% | 17.6% → 37.5% | +19.9 % points | $9,577 → $3,022 | -68% |
| Email | 0 → 8 | new | 0 → 2 | new | – → 25.0% | +25.0 % points | $0 → $2,288 | new |
| DuckDuckGo | 5 → 4 | -20% | 1 → 2 | +100% | 20.0% → 50.0% | +30.0 % points | $3,520 → $1,694 | -52% |
| Referral | 5 → 3 | -40% | 1 → 2 | +100% | 20.0% → 66.7% | +46.7 % points | $1,199 → $1,413 | +18% |
| Perplexity | 0 → 1 | new | 0 → 1 | new | – → 100.0% | +100.0 % points | $0 → $814 | new |
| Bing Organic | 10 → 15 | +50% | 2 → 0 | -100% | 20.0% → 0.0% | -20.0 % points | $4,235 → $0 | -100% |
| Unknown | 8 → 3 | -62% | 4 → 0 | -100% | 50.0% → 0.0% | -50.0 % points | $3,745 → $0 | -100% |
| Yahoo | 1 → 2 | +100% | 0 → 0 | | 0.0% → 0.0% | +0.0 % points | $0 → $0 | |
| Facebook Organic | 8 → 2 | -75% | 2 → 0 | -100% | 25.0% → 0.0% | -25.0 % points | $7,851 → $0 | -100% |
| LinkedIn | 0 → 1 | new | 0 → 0 | | – → 0.0% | +0.0 % points | $0 → $0 | |
| Word Of Mouth | 0 → 1 | new | 0 → 0 | | – → 0.0% | +0.0 % points | $0 → $0 | |
| Twitter/X | 1 → 1 | +0% | 0 → 0 | | 0.0% → 0.0% | +0.0 % points | $0 → $0 | |
| Gemini | 1 → 0 | -100% | 0 → 0 | | 0.0% → – | +0.0 % points | $0 → $0 | |
By service
| Service | Leads | | Booked | | Lead → sale | | Quote value | |
|---|
| New Construction Stage Inspections | 185 → 187 | +1% | 67 → 52 | -22% | 36.2% → 27.8% | -8.4 % points | $175,439 → $130,876 | -25% |
| Pre-Handover | 47 → 63 | +34% | 20 → 27 | +35% | 42.6% → 42.9% | +0.3 % points | $17,966 → $24,435 | +36% |
| Building & Pest | 45 → 79 | +76% | 10 → 18 | +80% | 22.2% → 22.8% | +0.6 % points | $13,270 → $18,300 | +38% |
| Expert Witness | 39 → 58 | +49% | 7 → 6 | -14% | 17.9% → 10.3% | -7.6 % points | $23,210 → $18,315 | -21% |
| Pre-Purchase Inspection | 45 → 69 | +53% | 9 → 14 | +56% | 20.0% → 20.3% | +0.3 % points | $11,010 → $12,815 | +16% |
| Dilapidation Inspection | 36 → 35 | -3% | 16 → 16 | +0% | 44.4% → 45.7% | +1.3 % points | $16,525 → $12,760 | -23% |
| Maintenance | 25 → 20 | -20% | 4 → 8 | +100% | 16.0% → 40.0% | +24.0 % points | $3,696 → $9,437 | +155% |
| Apartment Pre-Settlement Inspection | 24 → 26 | +8% | 7 → 12 | +71% | 29.2% → 46.2% | +17.0 % points | $5,280 → $7,760 | +47% |
| Investigation | 48 → 47 | -2% | 11 → 5 | -55% | 22.9% → 10.6% | -12.3 % points | $18,293 → $7,150 | -61% |
| Insurance Claim Assessment | 14 → 20 | +43% | 2 → 1 | -50% | 14.3% → 5.0% | -9.3 % points | $5,225 → $2,970 | -43% |
| Condition report | 7 → 17 | +143% | 2 → 3 | +50% | 28.6% → 17.6% | -10.9 % points | $3,300 → $2,029 | -39% |
| Drug Residue Testing | 1 → 2 | +100% | 1 → 1 | +0% | 100.0% → 50.0% | -50.0 % points | $605 → $550 | -9% |
| Pre-Sale Inspections | 6 → 4 | -33% | 0 → 0 | | 0.0% → 0.0% | +0.0 % points | $0 → $0 | |
| 137B | 0 → 2 | new | 0 → 0 | | – → 0.0% | +0.0 % points | $0 → $0 | |
| Commercial Building | 1 → 2 | +100% | 0 → 0 | | 0.0% → 0.0% | +0.0 % points | $0 → $0 | |
| General Enquiry | 0 → 2 | new | 0 → 0 | | – → 0.0% | +0.0 % points | $0 → $0 | |
| Unknown | 0 → 1 | new | 0 → 0 | | – → 0.0% | +0.0 % points | $0 → $0 | |
| Depreciation Schedule | 0 → 1 | new | 0 → 0 | | – → 0.0% | +0.0 % points | $0 → $0 | |
Notes
- Qualified = removes Out of our area, Not in our service, We don't do this service, Wrong contact details (matches office TV: 635 for Sep).
- Booked = status Won, Booked or Deposit received, or lead stage Booked / Paid Online. Value = Bookings board fee (or amount received if higher), construction deposits counted at the whole quote, inc GST.
- Spend from Google Ads, Microsoft Ads, Meta and Reddit APIs, shown inc GST (+10%) so it compares with quote values. Meta excludes $124 inspector recruitment. OpenAI had no spend. Reddit Sep figure is from campaign notes (API login expired).
- Paid leads = Lead source Google Ads, Microsoft Ads, Facebook/Instagram Ads, Reddit Ads. Pre-Handover sits inside the construction campaigns, so it is grouped with New Construction. Cost per service uses only that service's own campaigns; brand/competitor/general spend is shown separately and included in the All paid ads row.
- August leads have had a month longer to book than September leads, so September booked numbers may still rise.
- Microsoft Ads was nearly off in August ($46) and live in September ($1,992); Meta started in September.