Approach study · Lead generation
Turning enquiries into booked appointments for a service business.
A service business was generating leads but converting too few into appointments. The work connected paid acquisition, qualification and CRM follow-up into one system.
Business context
A local service business using Meta and Google to generate enquiries, with leads arriving by email and followed up manually when the team had time.
The challenge
- Response times varied from minutes to days
- Many leads were outside the service area or not a fit
- No link between ad campaigns and booked jobs
Strategy
Treat lead generation and follow-up as one system. Qualify at the form, route every lead into a GoHighLevel pipeline instantly, automate the first response, and judge campaigns by appointments rather than raw lead counts.
Execution
- Rebuilt lead forms with qualifying questions
- Set up a GoHighLevel pipeline, lead-source fields and team notifications
- Built SMS and email follow-up with appointment booking
- Refocused campaigns on audiences and keywords that produced appointments
Measurement
Primary KPIs: cost per qualified lead, lead-to-appointment rate and speed to first response, tracked by source inside the CRM.
How success is measured
We judge a lead system by what reaches the sales team: qualified enquiries, booked appointments and the speed of first response. Campaigns are compared on cost per appointment rather than cost per lead. See our Lead Generation & CRM service.
Lessons
Cheaper leads are not always better leads. The biggest gains often come from what happens in the first hour after an enquiry arrives.
Type
Approach study
Industry
Local service business
Services
Channels
Meta Ads, Google Ads, GoHighLevel
Key measures
Cost per qualified lead · appointment rate · response time
Next step
Let’s look at what’s holding growth back.
Tell us about your business, current channels and goals. We will review it and reply with an honest view of where we can help, or tell you if we are not the right fit.