Strong lead volume, but quality is uneven by market and fleet size.
The campaign generated meaningful top-of-funnel scale across California, Florida, and Texas. The clearest opportunity is improving screening before small-fleet and low-intent submissions reach the client pipeline.
Overview
A high-level read on scale, funnel coverage, and commercial outcomes before diving into state-by-state performance.
Total paid media investment across Brickhouse campaign lines.
Lead results reported by Meta for the selected period.
Raw submissions captured in the exported leadform file (93.4% of Meta lead results).
55.9% of leadform leads passed backoffice qualification at least once.
109 records could be matched back to the leadform export.
13.2% of reviewed leads were already classified as SQL.
Closed-won customers found in the client disposition file.
Reviewed leads still sitting in active pipeline stages or nurture.
Data Reconciliation
This section shows how the four files line up, where coverage is complete, and where the funnel loses consistency between acquisition and downstream qualification.
Funnel checkpoints
226
Meta-reported lead results across Brickhouse campaign lines.
211
Leadform submissions exported from Meta. This covers 93.4% of Meta results and likely excludes some legacy campaign rows still appearing in the ad report.
118
Leads that passed backoffice qualification at least once. Email-level clean rate is 55.9%.
114
Client disposition rows currently available. Match rate to the leadform export is 51.7%.
15
SQLs identified in the client pipeline, plus 1 closed-won customer.
Lead status mix in client file
Top backoffice blockers
State Performance
Interactive breakdown of the most relevant state clusters, balancing media scale, reviewed volume, sales progression, and cost efficiency.
Top Meta campaigns
| Campaign | State | Spend | Meta Results | Leadform | CPL |
|---|---|---|---|---|---|
| BRICKHOUSE - LEADFORM 2 CALIFORNIA - MAI26 | California | EUR 2086.26 | 87 | 86 | EUR 23.98 |
| BRICKHOUSE - LEADFORM 2 FLORIDA - MAI26 | Florida | EUR 1783.19 | 70 | 70 | EUR 25.47 |
| BRICKHOUSE - LEADFORM 2 TEXAS - MAI26 | Texas | EUR 1809.19 | 42 | 42 | EUR 43.08 |
| BRICKHOUSE - LEADFORM - CALI - MAI26 | California | EUR 315.95 | 13 | 0 | EUR 24.30 |
| BRICKHOUSE - LEADFORM 2 ARIZONA - MAI26 | Arizona | EUR 264.90 | 6 | 6 | EUR 44.15 |
| BRICKHOUSE - LEADFORM 2 GEORGIA - JUN26 | Georgia | EUR 264.12 | 6 | 6 | EUR 44.02 |
| BRICKHOUSE - LEADFORM - TEXAS - MAI26 | Texas | EUR 85.12 | 2 | 0 | EUR 42.56 |
| BRICKHOUSE - LANDING PAGE - TEXAS - MAY26 | Texas | EUR 198.03 | 0 | 0 | n/a |
Lead volume by state
Lead Quality
The most important quality signal is structural: fleets with 1 to 4 vehicles generated sizable raw volume but almost no usable pipeline value after qualification.
Fleet size versus usable lead quality
Why this matters
The 1 to 4 fleet-size bucket contributed 66 raw submissions, but 65 of those were rejected by qualification rules.
The 5 to 9 bucket is the operational core of the funnel: 116 leadform submissions and 14 SQLs already emerging from that range.
Top rejection drivers are not random noise. They cluster around fleet-size mismatch, no interest in tracking, blacklist filters, and invalid industry/fleet combinations.
Audience and Trend Signals
What the submissions tell us about platform mix, product interest, and timing patterns in the funnel.
Daily leadflow versus daily client review volume
Leadform daily volume
Client review daily volume
Platform mix
Top solution interest
Recommended Actions
The next wave of improvement should focus on pruning low-fit volume, protecting the stronger markets, and aligning media goals more closely with sales value.
Meta reported 226 lead results, while the leadform export contains 211 submissions. The gap is mostly explained by older Brickhouse campaign lines that still show Meta results but do not appear in the current leadform export.
66 submissions came from fleets with 1 to 4 vehicles and 65 of them were blocked by backoffice qualification rules, making this the clearest volume-quality mismatch in the funnel.
Florida is the strongest scaled market in the reviewed pipeline: 40 client-reviewed leads, 6 SQLs, and an estimated EUR 297.20 cost per SQL.
California drives the highest volume, but conversion quality is softer than Florida, with only 3 SQLs from 37 reviewed leads.
Georgia is still a small sample, but it already produced 1 closed-won customer and the best SQL rate in the dataset.