Media-Buying Scorecard

Rolling 7 days: Aug 27 – Sep 2 vs Aug 20 – Aug 26 · the room that feeds setters affordable, right-intent leads · CPL judged within account state.

Cost per lead spend ÷ sheet leads — a testing CPL is not judged against a scaling benchmark

$45.72 ▼ $4 WoW

$8,185 of our spend on 179 leads. Managed retainer spend (client's card, excluded): $2,462.

Client	Last 7d	This 7d	Leads	Δ CPL
Quality Pro Services - North Charlotte optimizing	$97.82	$53.15	14	▼ $45 WoW
Cold AC scaling	$30.49	$70.33	5	▲ $40 WoW
Heating & Air Paramedics scaling	$67.86	$107.13	3	▲ $39 WoW

All clients (17)

Amazing Exteriors - San Antonio scaling client's card	$79.04	$52.70	18	▼ $26 WoW
Paradise Heating testing	$102.66	$78.53	6	▼ $24 WoW
TruLine Heating and Cooling testing	$75.09	$51.34	18	▼ $24 WoW
Hughes Heating and Air optimizing	$57.33	$37.71	11	▼ $20 WoW
Quality Pro Services - South Charlotte testing	$58.36	$41.37	13	▼ $17 WoW
Amazing Exteriors optimizing client's card	$58.46	$44.32	21	▼ $14 WoW
AirBear STL optimizing	$68.27	$57.92	8	▼ $10 WoW
State Heating scaling	$51.57	$60.08	19	▲ $9 WoW
Quality Pro Services - Charleston testing	$72.52	$64.49	8	▼ $8 WoW
Weather Masters optimizing client's card	$32.43	$25.34	23	▼ $7 WoW
Sam's Air Control optimizing	$38.30	$45.30	25	▲ $7 WoW
Boost Air scaling	$16.87	$18.01	41	▲ $1 WoW
BVS Home Heating & Air	—	$59.05	3	new
TruLine Heating and Cooling - ATL	—	$50.18	5	new

Kill-switch rate kills = never booked, wrong intent (this room's problem) · cancels = booked then lost (the setters study the behavior; you watch the rate)

10% ▲ 3 pts WoW

24 of 241 leads killed before booking · Cancellations after booking: 3% of 61 booked ▼ 5 pts WoW

Client	Killed (prior 7d)	Killed (this 7d)	Kill %	Canceled / booked	Cancel %
AirBear STL optimizing	0 of 5	3 of 8	38% ▲ 38 pts WoW	0 of 3	low n low n
Boost Air scaling	0 of 44	0 of 41	0% flat	0 of 11	0% ▼ 25 pts WoW
Quality Pro Services - South Charlotte testing	2 of 13	5 of 13	38% ▲ 23 pts WoW	0 of 1	low n low n

All clients (17)

Client	Killed (prior 7d)	Killed (this 7d)	Kill %	Canceled / booked	Cancel %
Weather Masters optimizing	4 of 18	1 of 23	4% ▼ 18 pts WoW	0 of 6	0% low n
Quality Pro Services - North Charlotte optimizing	3 of 9	3 of 14	21% ▼ 12 pts WoW	0 of 5	0% low n
TruLine Heating and Cooling testing	2 of 19	4 of 18	22% ▲ 12 pts WoW	1 of 3	low n low n
Hughes Heating and Air optimizing	1 of 11	2 of 11	18% ▲ 9 pts WoW	0 of 3	low n low n
Sam's Air Control optimizing	0 of 29	0 of 25	0% flat	1 of 13	8% ▲ 8 pts WoW
Quality Pro Services - Charleston testing	1 of 13	1 of 8	12% ▲ 5 pts WoW	0 of 1	low n low n
Cold AC scaling	2 of 11	1 of 5	20% ▲ 2 pts WoW	0 of 4	low n low n
State Heating scaling	1 of 22	1 of 19	5% flat	0 of 6	0% flat
Amazing Exteriors optimizing	0 of 16	0 of 21	0% flat	—	low n low n
Amazing Exteriors - San Antonio scaling	0 of 13	0 of 18	0% flat	—	low n low n
Paradise Heating testing	0 of 5	0 of 6	0% flat	0 of 4	low n low n
TruLine Heating and Cooling - ATL	—	1 of 5	20% low n	0 of 1	low n low n
BVS Home Heating & Air	—	1 of 3	low n low n	—	low n low n
Heating & Air Paramedics scaling	0 of 7	1 of 3	low n low n	—	low n low n

Why leads died this window: Changed mind 12 · Out of range 9 · Price shopper 3
Out of range, price shopper, and spam are different problems — targeting, offer, and form quality respectively.

Creative-type performance workspace concepts over live ads · ROAS = est. rev ÷ ad spend, under 1.0x = losing in this range, MR = retainer (not our spend)

$8,185 across 9 creative types this week — open a client to see which styles earn their spend in THAT market

State Heating scaling$1,142 · 19 leads · 5 appts · ROAS 1.53x · hook 20%

Creative type	Spend 7d	Leads	Appts	ROAS	Hook
Direct static 2 ads	$546	7	1	0.64x	—
Lean Mean Machine 2 ads	$419	10	4	3.34x	28%
Handwritten static 1 ads	$177	2	0	—	—

Sam's Air Control optimizing$1,132 · 23 leads · 11 appts · ROAS 3.40x · hook 22%

Creative type	Spend 7d	Leads	Appts	ROAS	Hook
Lean Mean Machine 6 ads	$670	16	8	4.18x	22%
Direct static 3 ads	$407	5	3	2.58x	—
Brand-led (Carrier / Trane / Lenox) 2 ads	$56	2	0	—	—

Amazing Exteriors - San Antonio scaling$949 · client's card · 18 leads · 0 appts · ROAS MR · hook —

Creative type	Spend 7d	Leads	ROAS	Hook
NOT ONLY static 3 ads	$550	7	MR	—
Maps static 1 ads	$204	6	MR	—
Siding $149/mo 1 ads	$194	5	MR	—

All clients (17)

Amazing Exteriors optimizing$931 · client's card · 21 leads · 0 appts · ROAS MR · hook —

Creative type	Spend 7d	Leads	ROAS	Hook
Siding $149/mo 2 ads	$383	4	MR	—
NOT ONLY static 2 ads	$375	10	MR	—
Direct static 1 ads	$174	7	MR	—

TruLine Heating and Cooling testing$924 · 17 leads · 3 appts · ROAS 1.14x · hook —

Creative type	Spend 7d	Leads	Appts	ROAS	Hook
Thermostat 5 ads	$539	9	2	1.30x	—
Direct static 2 ads	$302	8	1	1.16x	—
NOT ONLY static 2 ads	$83	0	0	—	—

Quality Pro Services - North Charlotte optimizing$744 · 14 leads · 5 appts · ROAS 1.68x · hook 4%

Creative type	Spend 7d	Leads	Appts	ROAS	Hook
Direct static 4 ads	$297	8	1	0.84x	—
Thermostat 2 ads	$224	4	3	3.36x	—
Brand-led (Carrier / Trane / Lenox) 2 ads	$185	1	0	—	—
Lean Mean Machine 1 ads	$39	1	1	6.49x	26%

Boost Air scaling$739 · 43 leads · 11 appts · ROAS 5.21x · hook —

Creative type	Spend 7d	Leads	Appts	ROAS	Hook
UGC video 1 ads	$278	21	8	10.09x	—
Thermostat 1 ads	$242	10	2	2.89x	—
Handwritten static 1 ads	$218	12	1	1.60x	—

Weather Masters optimizing$583 · client's card · 31 leads · 6 appts · ROAS MR · hook —

Creative type	Spend 7d	Leads	Appts	ROAS	Hook
Brand-led (Carrier / Trane / Lenox) 4 ads	$583	31	6	MR	—

Quality Pro Services - South Charlotte testing$538 · 16 leads · 1 appts · ROAS 0.46x · hook 3%

Creative type	Spend 7d	Leads	Appts	ROAS	Hook
Thermostat 5 ads	$298	9	1	0.84x	—
Direct static 3 ads	$196	4	0	—	—
Lean Mean Machine 1 ads	$43	3	0	—	26%

Quality Pro Services - Charleston testing$516 · 8 leads · 1 appts · ROAS 0.48x · hook —

Creative type	Spend 7d	Leads	Appts	ROAS	Hook
Brand-led (Carrier / Trane / Lenox) 3 ads	$260	3	1	0.96x	—
Direct static 3 ads	$256	5	0	—	—

Paradise Heating testing$471 · 6 leads · 4 appts · ROAS 2.97x · hook 16%

Creative type	Spend 7d	Leads	Appts	ROAS	Hook
Thermostat 1 ads	$218	2	1	1.60x	—
Lean Mean Machine 2 ads	$207	4	3	5.08x	23%
Direct static 1 ads	$46	0	0	—	—

AirBear STL optimizing$463 · 9 leads · 3 appts · ROAS 2.27x · hook —

Creative type	Spend 7d	Leads	Appts	ROAS	Hook
Direct static 2 ads	$240	4	1	1.46x	—
Thermostat 2 ads	$183	4	2	3.83x	—
Brand-led (Carrier / Trane / Lenox) 1 ads	$41	1	0	—	—

Hughes Heating and Air optimizing$415 · 11 leads · 3 appts · ROAS 2.53x · hook 21%

Creative type	Spend 7d	Leads	Appts	ROAS	Hook
Direct static 1 ads	$219	7	3	4.79x	—
Lean Mean Machine 1 ads	$195	4	0	—	21%

Cold AC scaling$352 · 5 leads · 4 appts · ROAS 3.98x · hook —

Creative type	Spend 7d	Leads	Appts	ROAS	Hook
Thermostat 1 ads	$190	4	3	5.53x	—
NOT ONLY static 1 ads	$162	1	1	2.16x	—

Heating & Air Paramedics scaling$321 · 3 leads · 0 appts · ROAS — · hook —

Creative type	Spend 7d	Leads	Appts	ROAS	Hook
Thermostat 3 ads	$249	3	0	—	—
Direct static 3 ads	$72	0	0	—	—

TruLine Heating and Cooling - ATL$251 · 5 leads · 1 appts · ROAS 1.39x · hook —

Creative type	Spend 7d	Leads	Appts	ROAS	Hook
Direct static 3 ads	$146	5	1	2.40x	—
Thermostat 2 ads	$105	0	0	—	—

BVS Home Heating & Air$177 · 3 leads · 0 appts · ROAS — · hook —

Creative type	Spend 7d	Leads	ROAS	Hook
Thermostat 1 ads	$66	1	—	—
Handwritten static 1 ads	$60	1	—	—
Direct static 1 ads	$52	1	—	—

58 of 61 booked appts had ad attribution this window. Est. rev = booked × the client's appointment price. Creative types = the Creative Workspace's concepts incl. Manage-page edits as of 2026-08-26 — an Unclassified row is an ad name no concept matches yet; label it on the workspace's Manage page and the card follows.

CTR / CPM the table shows only what moved — 20%+ swings or CTR under the 0.5% red-flag floor

1.04% CTR ▲ 10% WoW $33 CPM flat

Client	Link CTR last wk → this wk	CPM last wk → this wk	Why it's here
Paradise Heating	0.59% → 0.95%	$39 → $40	CTR up 63%
AirBear STL	0.68% → 1.09%	$35 → $39	CTR up 59%
Quality Pro Services - South Charlotte	1.01% → 1.39%	$47 → $48	CTR up 38%

All flagged (5)

Client	Link CTR last wk → this wk	CPM last wk → this wk	Why it's here
Weather Masters	1.28% → 1.67%	$48 → $51	CTR up 31%
Cold AC	1.26% → 0.95%	$49 → $43	CTR down 25%

Hook rate 3-second video views ÷ video impressions — video creatives only, worst first

12.3% flat

Client	3-sec views	Video impressions	Last 7d	This 7d
Quality Pro Services - South Charlotte	157	5,194	—	3.0% low n
Quality Pro Services - North Charlotte	186	4,861	—	3.8% low n
Paradise Heating	1,161	7,435	—	15.6% low n

All video clients (6)

State Heating	2,698	13,537	19.0%	19.9% flat
Hughes Heating and Air	578	2,819	17.1%	20.5% ▲ 3 pts WoW
Sam's Air Control	1,824	8,142	23.0%	22.4% flat

ROAS & scale verdicts est. rev ÷ ad spend, under 1.0x = losing in this range, MR = retainer · scale calls are margin-gated

2.27x ▼ 0.56x WoW

Blended across pay-per-appointment clients — retainer spend excluded from the denominator.

Do-not-rescue list: Paradise Heating & Cooling, Quality Pro Services Heating & Cooling - Charleston, Quality Pro Services Heating & Cooling - South Charlotte, TruLine Heating & Cooling - Atlanta, TruLine Heating And Cooling — underfunded and Scale? No. Budget doesn't fix a margin problem.

Client	Spend 7d	Booked 7d	ROAS last wk → this wk	Margin/appt	Short/day	Bottleneck	Scale?
Heating & Air Paramedics scaling	$321	0	4.42x → 0.00x	$128	$130	Underfunded	Yes
Boost Air scaling	$739	11	7.54x → 5.21x	$163	$37	Underfunded	Yes
Paradise Heating testing	$471	4	0.68x → 2.97x	$53	$111	Underfunded	No
BVS Home Heating & Air	$177	0	— → 0.00x	—	—	—	—
Quality Pro Services - South Charlotte testing	$538	1	0.66x → 0.46x	$-26	$75	Underfunded	No
Quality Pro Services - Charleston testing	$516	1	1.06x → 0.48x	$-1	$79	Underfunded	No

All clients (18)

Client	Spend 7d	Booked 7d	ROAS last wk → this wk	Margin/appt	Short/day	Bottleneck	Scale?
TruLine Heating and Cooling testing	$924	3	2.21x → 1.14x	$36	$86	Underfunded	No
TruLine Heating and Cooling - ATL	$251	1	— → 1.39x	$-17	$89	Underfunded	No
Quality Pro Services - North Charlotte optimizing	$744	5	1.14x → 1.68x	$71	$2	On target	Caution
State Heating scaling	$1,142	6	2.78x → 1.84x	$165	$40	Underfunded	Yes
AirBear STL optimizing	$463	3	3.08x → 2.27x	$120	$50	Underfunded	Yes
Hughes Heating and Air optimizing	$415	3	1.67x → 2.53x	$171	$50	Underfunded	Yes
Cold AC scaling	$352	4	4.17x → 3.98x	$108	$49	Underfunded	Yes
Sam's Air Control optimizing	$1,132	13	5.36x → 4.02x	$136	$43	Underfunded	Yes
Amazing Exteriors optimizing	$931	0	MR	—	—	—	—
Amazing Exteriors - San Antonio scaling	$949	0	MR	—	—	—	—
Weather Masters optimizing	$583	6	MR	—	$111	Underfunded	—
I-Window Remodeling	—	—	—	$-304	—	—	—

Echoed from Griffin's Booking Rate Pulse — his sheet is the truth for the margin, short/day, bottleneck, and Scale? columns.

Auto-generated Thursdays 9:00 AM Central — master sheet (leads/appts/kills), Meta insights store (spend/CTR/CPM/video, never live polls), creative-workspace concepts (ad classification), Griffin's Booking Rate Pulse (scale verdicts). Questions → the media-buying channel.