ReziLoans Ads

Google CPL

$53

↑26% from $42 — optimizing quality

Closeable Leads

35%

↑16pp from 19% — FL removed Sep 10

CRM Meeting Rate

18%

Steady consistent all periods

Google Leads / Wk

↑23% vs 13 prior period

Facebook CPL

$33.89

7% closeable · 108 pixel leads all-time

Total Leads Exported

511

331 G · 180 FB all-time

Google Cost Per Lead

Five-period trend · 276 conv · $14,542 spend · $52.69 all-time blended · FL removed Sep 10

Google Lead Credit Quality

% of new Google leads per period

Closeable 660+

Bad/Poor <620

Facebook Lead Credit Quality

% of new Facebook leads per period

Closeable 660+

Bad/Poor <620

CRM Funnel

361 CRM leads · May–Sep 22 · Shape CRM

Leads in CRM · 361 G 248 · FB 113

Meetings Held · 65 G 44 · FB 21

Applications · 9 G 6 · FB 3

Google

Facebook

Lead Status Breakdown

All 361 leads · May–Sep 22

Nurturing
Long-Term Nurture	167	46%
Unqualified – LTN	112	31%
Active / In Progress
New Lead – Assigned	22	6.1%
Missed Appt – Reschedule	5	1.4%
Appointment Scheduled	3	0.8%
New Lead	3	0.8%
Attempting Contact	2	0.6%
Actively Working	5	1.4%

Applied
Application Sent	6	1.7%
Application Started	2	0.6%
Borrower Docs Needed	1	0.3%
Disqualified / Out
Do Not Contact	20	5.5%
Invalid Contact	6	1.7%
Credit Repair	5	1.4%
Not Interested	1	0.3%
Ineligible	1	0.3%

Lead Quality — Both Channels

Latest period · Aug 25 – Sep 22

Google

Closeable 660+35%

Mid 620–65913%

Bad/Poor <62052%

$200K+ Price84%

Leads62

CPL~$53

Facebook

Closeable 660+7%

Mid 620–65931%

Bad/Poor <62062%

$200K+ Price100%

Leads29

CPL$33.89

County CPL

Historical Google · FL removed Sep 10 · TX/CA remain active

County	Conv	CPL

Top Keywords

All-time · Google Search

Keyword	Conv	CPL	IS

Impression Share Breakdown

All-time · Google Search · where do eligible searches go?

⚠ Eligible (Limited) — limited by budget

Won — 12.4%

Lost to Rank — 77.5%

Lost to Budget — 10.1%

On Maximize Conversions, Google rations bids to stretch the $100/day cap — rank-lost IS at 77.5% is almost entirely budget pressure, not a competitive weakness. Two levers: increase budget above $100/day, or test Target CPA at ~$50. Also: conversions peak Tue–Thu and 3–7 PM — ad scheduling bid adjustments can improve traffic quality within the same spend.

On converting keywords, IS is 19.8% — not 12%. The 12.3% headline is dragged down by non-converting ad groups (application terms, broker terms). On the three FTB keywords driving 184 of 276 conversions, ReziLoans wins 20–22% of impressions — near Zillow (25%) and Chase (23%). The gap to close is volume, not competitive position.

Competitor	IS	Overlap

Next Steps

Recommended actions based on Sep 10 changes + Sep 22 data

Google ● High Priority

Evaluate V3 Copy Test Results (2–3 Weeks)

V3 credit-signal copy launched Sep 17 at $7/day on Facebook. Only 1 lead so far — too early for statistical signal. Give it through mid-October before comparing closeable rate vs V1. On Google, removing FL already pushed closeable to 35% (from 19%) — that's a meaningful signal that geo quality matters more than copy refinement right now.

Google ● High Priority

IS Gap Is Smaller Than It Looks on Converting Keywords

Overall IS is 12.3% — but that's pulled down by non-converting ad groups. On keywords that actually convert, weighted IS is 19.8%: first home buyer loans (21%), first time buyer home loan (22%), first time buyer home loans (22%). ReziLoans is near Zillow (25%) and Chase (23%) on the terms that matter. The opportunity is more volume on those same keywords — increase budget above $100/day or test Target CPA at $50–55.

Facebook ● Medium Priority

Monitor Georgia + MD Expansion (30 Days)

GA added Sep 10 — 6 GA leads in first 28 days with no MD leads yet. Price intent is strong (100% of FB leads targeted $200K+ homes), but credit quality remains structural at 7% closeable. Give GA/MD 30 days of data before deciding to scale.

Facebook ● High Priority

Add a Disqualifying Gate to the Credit Score Question

The form already asks estimated credit score — 135 of 180 leads self-reported below 620 and submitted anyway. The question is collecting data but not filtering. The fix is a disqualifying gate: if a lead selects below 620, block submission and redirect to a credit repair resource. This cleans the CRM pipeline directly — and since Housing Special Ad Category blocks audience-level targeting, the form gate is the only lever left.