Weekly Meta Ads Report · First Response AI · 6 to 12 Sep 2026
Leads Are Cheap When You Run, But The Account Is Now Paused
Weekly review for Dr Ken Wesley. This week compared with a 10-week trend back to 10 July. Judged on lead flow and lead cost, plus a walk through every live page.
34/100
Account health Paused, needs restart
The one-line answer
Lead flow did not stop because the ads stopped working. It stopped because the budget was pulled and the campaigns were switched off. At the best week, 17 August, the ads brought in 109 leads at about $4 each. Over the last two weeks that fell to 3 then 4 leads as spend was cut and the cheapest campaign was paused. This week the account spent $130 for 5 leads at $26 each, then went quiet after Thursday. The leads are being captured cleanly, but no booked-call or sale event is tracked, so we cannot yet see how many became paying jobs. Two funnel pages, the booking calendar and the consult page, are currently broken.
01
The numbers that matter
Spend · this week
$130
2,078 impressions · CPM $62 · freq 1.27
Leads · this week
5
Down from 109 at the 17 Aug peak
Cost per lead
$26
Was about $4 at peak · up 6x
Booked jobs or sales MONEY EVENT
not tracked
No booking or sale event exists in the account
Click-through rate
3.7%
Healthy · the creative is doing its job
Live campaigns
0
All 5 campaigns are paused right now
02
Where it fell off
Two charts tell the story. The left shows leads building through August to a peak of 109 in the week of 17 August, then collapsing to 3 and 4 as spend was cut. The right shows the cost of a lead, which sat around $3 to $4 at the peak, then spiked to $60 as the account was wound down. The creative works. The problem is that the budget was pulled off the winning campaign.
Leads per week
Account total · 27 Jul to 12 Sep
Cost per lead
Account total · higher is worse
Healthy weeks (cheap leads)Decline beginsCollapse and pause
03
The funnel drop-off
How this week's traffic moved, step by step. The top of the funnel is healthy: a strong click rate and cheap clicks. The break is at the bottom. We can count leads, but we cannot see a single booked job or sale, because no such event is tracked in the account.
2,078Impressions
reach 1,636 · freq 1.27
↓ 3.7% click-through rate (healthy)
77Link clicks
CPC $1.69
↓ 6.5% of clicks became a lead · most leads come through the instant form, not the website
5Leads
instant form
↓ 0 tracked · no booking or sale event exists, so the result of these leads is invisible
n/aBooked jobs
not tracked
04
The pages, walked step by step
I followed the live ads to each page and loaded every one. The homepage is clean and on message. The two pages ads send people to next, the consult page and the booking calendar, are currently broken and mixed up with unrelated content.
Homepage
firstresponseai.us
CLEAN
Book a call
1Strong, on-message headline: "Stop Losing Water Damage and Fire Jobs To Whoever Answers First." Speed-to-lead promise, one company per market.
2Clear call to action: "Book a Free Strategy Call." No price shown, which is right for a call-first offer.
This page loads well and reads clearly. It is the standard the other pages should be rebuilt to match.
Instant lead form
Meta native form
WORKING
5 questions
1Asks name, email, phone.
2Qualifies well: "Do you own or run a restoration company?" and an annual revenue band.
This is where almost every lead is captured, and it works. The 353 leads in August came through here at about $3 each.
Consult page
firstresponseai.us/consult
BROKEN
$950 spent
1The website campaign sent clicks here.
2The page stacks several unrelated offers together and shows no working form or booking.
Leak: the website campaign spent $950 and produced 0 leads because this page is misconfigured. Content from other, unrelated offers is showing here.
Booking calendar
firstresponseai.us/calendar
BROKEN
Book a call
1Ads that invite a lead to book a call point here.
2The page shows a "Select Date and Time" heading, but no calendar or time slots load, and unrelated offers appear below.
Leak: a lead who wants to book a call cannot. The calendar did not load on an automated visit and needs a live browser check, but the mixed, off-brand content on the page is confirmed.
05
Campaign scorecard
Every campaign that ran in the last 10 weeks, ranked by spend and judged on leads and lead cost. All five are paused right now. The rule stays the same: a cheap lead only matters if it turns into a job, which we still cannot measure.
Campaign
Type
Spend
Leads
Cost / lead
Status
Leads | New Offer Aug
Instant form
$1,205
353
$3.41
RESTART
Call funnel | Leads | web
Website
$950
0
n/a
FIX PAGE
Restoration Leads | Dynamic
Instant form
$545
13
$41.92
REVIEW
$950 (35% of the $2,700 spent) went to the website campaign that produced zero leads, because the page it sent people to is broken. The instant-form campaign did the opposite: 353 leads at about $3 each.
06
Recommended next steps
Start tracking booked calls and sales
Right now the account can count leads but not jobs. Over 10 weeks it produced 366 leads and we cannot see how many turned into paying work. Add a simple booking and sale event so every future decision is based on real revenue, not lead volume. This is the single most important fix.
Effort MediumImpact HighestUnlocks real measurement
Fix the booking calendar and consult page
Both pages show mixed, unrelated content and no working calendar. A lead who wants to book a call cannot. Rebuild both to match the clean homepage, with a working calendar. This reopens the whole path from lead to booked call.
Effort MediumImpact HighReopens the booking path
Restart the winning instant-form campaign
The "New Offer Aug" campaign brought 353 leads at $3.41 each, roughly 8 times cheaper than the campaign that ran this week at $42 a lead. It is paused. Turn it back on with a steady daily budget and let it settle for 7 to 10 days.
Effort LowImpact HighRecovers cheap leads
Keep the website campaign off until its page works
The website campaign spent $950 for zero leads because it pointed at the broken consult page. Leave it paused and put all budget through the instant form until the page is rebuilt and tested.
Effort LowImpact MediumStops wasted spend
Follow up fast with every lead
Speed to lead is the whole promise of this offer, so the follow-up should match it. Route each new lead into a quick call-back and text sequence that sends them to the fixed calendar, so the leads you already paid for get a real chance to book.