Is your marketing working
How do you know if your recoat ads are working?
Last updated · FloorIt
Judge your ads by what it costs to book an estimate and to win a job, not by clicks or likes. Check them every Monday, Wednesday and Friday, for about 15 minutes, in the same order every time. Here are the numbers we teach partners to watch, how to set a first budget, and when an ad should come off.
The three numbers
| Number | How to work it out | Where it comes from |
|---|---|---|
| Cost per lead | Ad money spent ÷ leads | Ads Manager |
| Cost per booked estimate | Ad money spent ÷ estimates booked | Your tracker |
| Cost per job | Ad money spent ÷ jobs sold | Your tracker |
Cost per lead is the easiest to see, so it's the one most people watch. But a cheap lead that never books isn't cheap. When you judge an ad, cost per booked estimate matters most.
Setting your first budget
- Pick your leads a month. A number you can call fast and visit
- Pick a cost per lead. Until you have your own, plan with about $43, the home improvement average from LocaliQ for 2026
- Multiply. Leads times cost per lead is your monthly budget
- Divide by 30. That is your daily budget in Meta
- Check you can keep it up. For 4 weeks. If not, lower your leads
A made-up example, not a promise: 10 leads at $43 is $430 a month, about $14 a day. Plan again after 4 weeks with your own cost per lead.
The 15-minute check
- The account: spending, card working, every ad approved, leads reaching your CRM and your phone
- Three time frames for every ad: all time, the last 14 days and the last 7 days
- All the way to the job: cost per lead, per booked estimate and per job
- The one-more-lead test, before anything comes off
The one-more-lead test: divide what an ad spent by its leads plus one. If one more lead would put it on target, give it a little more time.
When an ad comes off
| Age of the ad | What comes off |
|---|---|
| Days 0 to 3 | Nothing. It's too soon to tell |
| Days 4 to 7 | An ad with no lead after about 2 times your target cost per lead, and at least $100 spent |
| Older | An ad that is bad on the last 7 and 14 days, with no booked estimate behind it |
Ask every lead how they found you
Ask every lead, “How did you hear about us?” Write the answer down the same day: Meta ads, a referral and who sent them, or a past customer. Then you know where every sold job came from, and which kind of marketing to do more of.
Keep reading
- Marketing and growth: the guide: How FloorIt helps partners get customers and grow: your first 50 leads, the ad library, follow-up, referrals, reviews, repeat work and hiring, stage by stage.
- Setting up your ads: How FloorIt teaches partners to set up Meta ads: your own business portfolio, one campaign for your area, one angle per ad set, and how many ad sets to run.
- Calculators: The calculators FloorIt partners use: area demand, your goal, job pricing, ad budget, ad sets, payment splits, tax set-aside, monthly close and price checks.
- After your first 50 leads: What happens after your first 50 FloorIt leads: leads come bundled in when you reorder finish, and you keep the system to run your own marketing. No fee per lead.