Project A2V2 campaign review
Executive summary
The campaign since launch
Meetings are counted once per investor on the day they booked, from Nitya's CRM calendar, as on the dashboard. Attendance comes from Calendly, which we have up to Sep 23.
The new ads bring better investors, but almost none book a meeting
| Previous ads Aug 4 – Oct 1 · $11,943 | New ads Oct 2 – Oct 13 · $2,064 | In short | |
|---|---|---|---|
| Cost per lead | $27.58 | $31.75 | ≈Slightly higher |
| Click rate | 1.9% | 3.0% | ↑Better |
| Leads investing $300K+ | 14% | 23% | ↑Better |
| Cost per $300K+ lead | $213 | $147 | ↑Better |
| Booked a meeting within a day | 22% | 4.9% | ✕Broken |
| · booked by themselves, no call | 15% | 3.3% | ✕Broken |
| Leads the caller dialled | 85% | 72% | ↓Lower |
Booking within a day compares both sets on the same window, so the new leads aren't penalised for being young. Leads and investment range from Nitya's CRM (410 and 61 leads); spend, cost per lead and clicks from Meta.
Bookings fell the week the new ads started, not when the caller stopped
In the week of Sep 28 the caller made only 15 calls, yet 22% of leads still booked by themselves. The week the new ads started, with a similar 13 calls, 2.0% did.
Weeks start on Monday and are grouped by the day the lead arrived. The new ads started on Oct 2, so the week of Sep 28 is mostly leads from the previous ads. Weeks with fewer than 20 leads are left out.
Three possible reasons investors stopped booking, and how we check each this week
Investors fill the form but don't reach the calendar: a different form, thank-you page or booking link on the new ads.
- Check: Fill the form on each live ad and book a test meeting, end to end.
The automation that marks bookings in the CRM has missed bookings before, for several weeks.
- Check: Compare Calendly bookings since Oct 2 with the CRM, one by one.
If A2V2 is close to fully allocated, investors may not book a call about it.
- Check: Nitya confirms whether A2V2 still takes capital, and until when.
None of the three is confirmed yet. Lead cost and lead quality are not the problem: both improved with the new ads.
The caller stopped dialling when the new leads arrived
In the previous set, 41% of meetings were booked by the caller once he got an investor on the phone. Without him, that share of meetings disappears.
Calls come from the caller's phone log in the Leadfins CRM, matched to Nitya's leads by phone number.
One new ad brings almost every new lead
| Ad | Headline | Spend | Leads | Cost per lead |
|---|---|---|---|---|
| Ad #105 | Write off $200K | $11,312 | 410 | $27.59 |
| Ad #113 | Own 1,292 Sunbelt Apartments From $100K | $1,629 | 59 | $27.60 |
| Ad #116 | Flow chart | $650 | 23 | $28.28 |
| Ad #101 | Quarterly cash flow | $101 | 3 | $33.61 |
| Ad #107 | Passive Ownership | $89 | 2 | $44.49 |
| Ad #114 | Invest $100K. Collect 13.9% a Year, Paid Quarterly. | $87 | 0 | – |
"Own 1,292 Sunbelt Apartments From $100K" brought 59 of the 61 new leads. The deal-led message works; the step after the form is what needs fixing.
Spend and leads per ad from Meta, Aug 4 to Oct 13. As of October 12, 8 of the 11 live ads still showed the older 872-unit and 16.6% figures; corrected versions are ready.
Where the campaign is stuck, in order
| # | Step | What the data shows |
|---|---|---|
| 1 | Booking step after the form | 15% → 3.3% self-booked within a day |
| 2 | Caller coverage | 130+ calls a week → 13 |
| 3 | Deal status | Unclear whether A2V2 still takes capital |
| 4 | Attendance data | Calendly outcomes stop at Sep 23 |
| – | Not a bottleneck: the ads | Click rate 3.0%, 23% of leads at $300K+ |
What we fix, who owns it, and when
| Action | Owner | When |
|---|---|---|
| Test the full path on every live ad: form, thank-you page, calendar, CRM. | Leadfins | Today |
| Match Calendly bookings since Oct 2 against the CRM and fix the booking automation if it's missing them. | Leadfins + Nitya | Today |
| Caller back to daily dialling: every new lead called within a day, 3 attempts over 5 days. | Leadfins | Tomorrow |
| Swap in the corrected ads with the current deal figures, once Nitya approves. | Leadfins | This week |
| Update the Close email sequences to the same deal message as the ads. | Leadfins | This week |
| Confirm whether A2V2 still takes capital, and until when. | Nitya | This week |
| Send the Calendly export, so attendance stays current. | Nitya | Weekly |