Jamison Agency · Home Campaign

01

Key Metrics

Year to date, Jan 1 through Oct 16, 2026

2,390

Leads

3 Home campaigns

15.6%

Quote Rate

372 of 2,390 leads quoted

32

Policies Sold

Recorded by the Bound event · 249 items

$1,821

CPA

Cost per sale · 32 sold

$234

Cost per Item

Spend per item sold · 249 items

145

Inbound Calls

Direct from prospects

02

Performance by Campaign

Year to date, Jan 1 through Oct 16, 2026

Lead Mix

2,390

leads

Home: current State Farm, Farmers, Progressive or GEICO customers1,217

Home: all other homeowners889

Home: after-hours284

Campaign	Leads	Calls	Items	Notes
Home: current State Farm, Farmers, Progressive or GEICO customers Active	1,217	76	134	51% of leads. 201 quoted (16.5%), 19 sold. CPA $1,712. Running all year.
Home: all other homeowners Paused	889	50	79	37% of leads. 124 quoted (13.9%), 11 sold. CPA $1,894. Ran January to September.
Home: after-hours Paused	284	19	36	12% of leads. 47 quoted (16.5%), 2 sold. CPA $2,455. Ran January to June.

Combines all three Home campaigns. Leads by month: January: 108; February: 210; March: 115; April: 271; May: 306; June: 331; July: 321; August: 461; September: 181; October 1 to 16: 86. Not included: a separate Home lead product for all other homeowners, delivered as leads without the quote funnel. Its 406 prospects (September 11 to October 15) are all still marked Received - not worked yet in GOAL. The agency's October 16 status file shows 13 of them quoted and 3 sold, which GOAL does not count toward these campaigns.

03

Conversion Funnel

Year to date, Jan 1 through Oct 16, 2026

Your ad shownimpressions

7,908

100%

Clicksto your page

3,590

45.4%of impressions

Conversion funnel · rates based on Leads

Leadssubmitted

2,390

66.6%of clicks

Contactedreached

–

–not set up

Quotespresented

372

15.6%of leads

Salespolicies sold

32

1.3%of leads

Contact rate is not shown: no Contacted event is set up on this account, so reached leads are not tracked. Quote rate 15.6% (372 of 2,390 leads). Lead to sale 1.3% (32 sold). CPA $1,821 on $58,282 of spend. 249 Items and 224 X-Dates are recorded. Items run ahead of sales (249 Items on 32 sales), so Items are not yet a per-sale count. The X-Date event was added in late May and the Items event in mid July; both were filled in for earlier months from the agency's uploads.

04

Recommendations

Next review period

1

Raise the Home Bid on Tier 3GOAL

A 10% bid increase on Tier 3 in the Home campaign for current State Farm, Farmers, Progressive or GEICO customers, the campaign still running. Tier 3 brought most of that campaign's sales this year at a CPA below the campaign average. Daily limits stay where they are.

Metric behind it: Tier 3 in that campaign: 15 of 19 sales, CPA $1,434, against $1,712 for the campaign and $1,821 for Home overall; 792 of 1,217 leads (65%) on 66% of campaign spend.

2

Ease the Home Bid on Tier 1GOAL

A 10% bid decrease on Tier 1 in the same campaign. Tier 1 keeps running, and we review it again next period. Daily limits stay where they are.

Metric behind it: Tier 1 in that campaign: 2 sold on $7,792, a CPA of $3,896; 44 of 330 leads quoted (13.3%). Across all three Home campaigns, Tier 1: 5 sold, CPA $3,600, against $1,821 for Home overall.

3

Work the Prospects Still Marked Not WorkedAgency

Open the prospect list in GOAL, filter to Received - not worked yet, sort by oldest first, and reach out to each one. Update the status as each lead is contacted or quoted so the list stays current.

Metric behind it: 406 prospects are still marked Received - not worked yet, all from the separate Home lead product delivered since September 11 and not counted in the totals above.

4

Log Bound and Items on Every SaleAgency

Each time a policy is written, record the Bound and Items events in GOAL and set the prospect's status. Sales only count toward CPA when the Bound event fires, Items recorded only on sales show how many policies each sale includes, and a status on each prospect shows which campaigns are turning into business.

Metric behind it: 372 Quoted, 32 Bound, and 249 Items events this year. Only 40 of 2,405 Home prospects created this year have a status logged (2,365 have none), and 6 are marked Sold.

5

Turn X-Dates Into Renewal QuotesAgency

When a prospect is not ready to switch, record the X-Date event with their renewal date and set a reminder to quote again 30 to 45 days before it. Prospects with a known renewal date are among the easiest to win back.

Metric behind it: 224 X-Dates recorded on Home leads this year, against 32 sales. The X-Date event was added in late May and filled in for earlier months.