Executive Summary
Alignment Score
49%
Pending Assessment
Best Source
+$13.9K
Designer Referrals ROI/Job
Worst Source
-$23.6K
Google/Yelp Paid ROI/Job
Designer Goal
1/mo
New Partnership Target
Lead Sources Analysis
| Lead Source | ROI per Job | Performance | Status |
|---|---|---|---|
| Designer Referrals | +$13,860 | Highest quality, best returns | ✓ BEST SOURCE |
| Repeat/Past Customers | Strong positive | Relationship-driven, reliable | ✓ Strong |
| Google/Yelp Paid | -$23,565 | Negative returns, burning budget | ✗ WORST SOURCE |
| HomeAdvisor/Angi | Low quality | Poor conversion, low intent | ⚠ Monitor |
Marketing KPIs
| Metric | Current Status | Notes |
|---|---|---|
| Monthly Marketing Spend | TBD | Tracking to be established |
| Cost per Lead by Source | TBD | Critical for ROI analysis |
| Lead-to-Appointment Conversion | TBD | Top-of-funnel effectiveness |
| Designer Partnerships | Goal: 1 new designer/month | Primary growth driver |
Strategic Recommendations
Immediate Actions Required
- Cut Google/Yelp paid spend immediately — Currently burning ~$30K/year with negative returns (-$23,565 ROI/job)
- Reinvest in Designer Referral program scaling — Best performing channel at +$13,860 ROI/job
- Build referral tracking system — Capture source attribution and designer relationships systematically
- Launch past customer re-engagement campaign — Leverage strong relationship-driven returns
Action Items
URGENT
Terminate Google/Yelp paid advertising
Immediately halt all paid spend on underperforming channels. Est. savings: $30K/year
Immediately halt all paid spend on underperforming channels. Est. savings: $30K/year
HIGH
Scale Designer Referral Program
Develop structured incentive program, onboard 1 new designer partnership per month
Develop structured incentive program, onboard 1 new designer partnership per month
HIGH
Implement Referral Tracking System
Build CRM tracking for lead source attribution, designer relationships, and ROI metrics
Build CRM tracking for lead source attribution, designer relationships, and ROI metrics
MEDIUM
Past Customer Re-engagement Campaign
Email/call campaign to past clients for repeat business and referrals
Email/call campaign to past clients for repeat business and referrals
MEDIUM
Establish Marketing KPI Dashboard
Track monthly spend, cost per lead, conversion rates by source in real-time
Track monthly spend, cost per lead, conversion rates by source in real-time
Key Insights
-
✓ Designer Referrals = Highest ROI Channel
+$13,860 per job — relationship-driven, high trust, qualified leads -
✗ Paid Lead Generation = Negative Returns
-$23,565 per job on Google/Yelp — immediate budget cut recommended -
→ Repeat Customers = Strong Performance
Relationship-driven channel shows consistent positive returns — needs systematic nurturing -
⚡ Growth Strategy = Double Down on Winners
Shift budget from paid ads to designer partnerships and customer re-engagement