Steel City Tattoo
The short version
Your ads are working and getting more efficient. On the same daily budget, your cost per lead has come down hard over the last week and a half. Leads are coming in steadily. The next win is on the booking side, and John taking over follow-up directly is already the right move.
01The numbers at a glance
02What the numbers say
A new campaign spends its first stretch in a "learning" period while the platform figures out who to show your ads to. Yours is working through that now, which is why the cost per lead keeps dropping on the same spend. We are letting it finish rather than making big changes that would reset the clock. The Instagram side is buying cheap visibility for the shop: more than 21,000 people reached this month and over a thousand sent to your profile.
03Where the real opportunity is
The leads are coming in. The biggest win from here is turning more of them into booked appointments. Right now more leads sit with the artists than make it to a booking, and a handful go quiet before they schedule.
You already made the right move here: John took follow-up off the individual artists and now runs it himself. Staying quick and consistent on that first reply is what turns these leads into filled chairs, and it should show up in the numbers over the next few weeks.
The honest read
Two things to keep an eye on. Lead volume is still on the lighter side while Meta finishes learning, so week to week will bounce around before it settles. And half the budget sits on Instagram visibility that we cannot yet tie to a booked client. We are keeping close track of that spend, and if we still cannot connect it to bookings by the next review, we move that half into lead generation.
04What we are doing next
- Hold the budget steady at $20 a day and let Meta finish learning this cycle.
- Keep testing the current creatives to lock in the strongest one.
- Tighten follow-up with John: a simple first-reply window and a light re-engagement text for leads that go quiet.
- Keep logging the value of ad-sourced clients so we can show real revenue, not just lead counts.
- Bring a fresh creative to test once we have another two weeks of data.