Casa Vita

Command Centre

Friday 21 August · month to date, against 1–21 July

Meta Ads API — live · Slack ingestion — 9 channels

0 parse errors this month

Fri 21 Aug · MTD

Ad spend

$18,420

↑ 8.5% vs 1–21 Jul

Consults booked

↑ 18% vs 1–21 Jul

Revenue closed

$117,100

↑ 31% vs 1–21 Jul

ROI

6.4×

↑ from 5.3× in July

44 consults held this month · 12 quotes outstanding · 9 deals open — $164,000 in pipeline

Goal — 10 sales at $15k+

6 of 10

Run rate

8.9

projected by 31 Aug

Gap to goal

At $3,070 a sale, 10 closes needs $30,700 — projected month-end spend is $27,200.

The economics, month to date

Cost per lead

$130

Cost per call held

$419

Cost per acquisition

$3,070

Average deal

$19,517

Upfront cash

$41,200

Upfront ROAS

2.2×

Trade vs residential

The question the whole campaign is built around.

Trade

Residential

Leads

Cost per booking

$412

$264

Revenue per booking

$3,343

$1,268

Close rate, of quotes

25%

16%

Average deal

$23,400

$15,633

Revenue closed

$70,200

$46,900

Trade — builder, architect/designer, developer. Residential — homeowner. Trade costs more per booking and returns 2.6× more per booking. Read the pair together.

Speed

Every delay in this funnel is money sitting still.

Timing

Median

Target

Lead → first contact

1.4 h

< 2 h

Lead → consult booked

31 h

< 48 h

Consult → quote sent

38 h

< 48 h

Quote → close

11.2 d

< 14 d

Breaching now — three quotes overdue

M. Castellano — consult 16 Aug, no quote

3.2 d over

R. Whitfield — consult 17 Aug, no quote

2.6 d over

J. Okafor — consult 17 Aug, no quote

2.1 d over