Meta Ads Performance Report

April 2026

2 Turf Guys LLC — Leads Generation Across 3 Florida Markets

Total Leads

246

Total Spend

$4,968.67

Cost per Lead

$17.62

Impressions

129,422

Link Clicks

1,975

Reach

53,740

Account Summary

During April 2026, the 2 Turf Guys campaigns generated 282 leads across 3 Florida markets at an average cost of $20.21 per lead, spending a total of $5,700.25 across two ad accounts (2GTT and 2 Turf Guys). The campaigns reached approximately 61,653 accounts with 148,478 impressions.

This month saw an ad account transition — we moved from the original "2 Turf Guys" account to the new "2GTT" account mid-month. This transition period caused a temporary dip in lead volume as the new account's pixel needed time to re-optimize. The "ALL MARKETS Copy 2" campaign remained the top performer at $17.74 CPL, and two new campaigns launched late April (GTL 4-26 and GTL 4-27) are already showing promise.

-14.8% Leads (account transition) 2 Ad Accounts Used Cancel Rate Improved

Month-over-Month

March vs April Comparison

Lead volume dipped due to the ad account transition mid-month. The new "2GTT" account needed time to exit its learning phase. Spend decreased slightly while CPL increased as the new pixel optimized.

Metric	March	April	Change
Total Leads	331	282	-14.8%
Total Spend	$5,906.75	$5,700.25	-3.5%
Cost per Lead	$17.85	$20.21	+13.2%
Impressions	205,804	148,478	-27.8%
Reach	83,488	61,653	-26.2%
Link Clicks	3,210	2,266	-29.4%

Geographic Performance

Market Breakdown

Big shift this month: Market 2 (Bradenton/Sarasota) took the lead with 53.8% of all leads, up from 25% in March. Tampa dropped to 29.2% as the account transition impacted that market most. The "ALL MARKETS" campaigns are now favoring the Bradenton/Sarasota corridor.

Bradenton / Sarasota

Leads

140

% of Total

53.8%

vs March

+82%

Sarasota, Bradenton, North Port, Punta Gorda, Port Charlotte, Venice

Tampa / St. Pete

Leads

% of Total

29.2%

vs March

-57%

Tampa, Riverview, Clearwater, St. Petersburg, Valrico, Seminole

Naples / Fort Myers

Leads

% of Total

16.9%

vs March

-20%

Cape Coral, Naples, Fort Myers, Lehigh Acres, Bonita Springs

3-Month Trend by Market

Tampa
Bradenton
Naples

Lead Management

CRM Pipeline & Appointments

From the CRM: 260 total opportunities entered the pipeline in April. 171 appointments were booked across all calendars. Good news: the cancellation rate dropped from 24.1% to 18.7% — the confirmation sequence improvements are working.

171

Appointments Booked

-2% vs March

52.3%

Booking Rate

Down from 56.5%

Cancellations / No-Shows

18.7% rate (improved!)

85.2%

Booked Within 1 Hour

124

Still in Opt-In

Funnel by Market

FB Leads
Appts Booked
Cancel/No-Show

Full Funnel Breakdown by Market

Market	FB Leads	Appts Booked	Booking Rate	Cancel / No-Show	Cancel Rate	Still in Opt-In
Bradenton / Sarasota	140	55	39.3%	13	23.6%	85
Tampa / St. Pete	76	93	100%	15	16.1%	0
Naples / Fort Myers	44	23	52.3%	4	17.4%	21
Total	260	171	52.3%	32	18.7%	124

124 Leads Left on the Table

These leads opted in but haven't booked an appointment yet. They're warm — they expressed interest in your service. Reaching out to them directly could convert many into booked appointments.

Contact lists will be available for download once generated.

Campaign Breakdown

Campaign Performance

April ran across two ad accounts due to the transition. The "ALL MARKETS Copy 2" campaign dominated with 149 leads at $17.74 CPL. Two new campaigns launched late April (GTL 4-26 and GTL 4-27) — the 4-27 campaign is already showing strong efficiency at $16.45 CPL.

ALL MARKETS Copy 2

Active

GTL ALL MARKETS Copy 2

Leads

149

Cost/Lead

$17.74

Spend

$2,642.91

Reach

28,000

ALL MARKETS Copy 3

Active

GTL ALL MARKETS Copy 3

Leads

Cost/Lead

$22.34

Spend

$1,988.19

Reach

20,000

GTL 4-27

Active

GTL 4-27 (New Launch)

Leads

Cost/Lead

$16.45

Spend

$411.37

Reach

7,500

GTL 4-26

Active

GTL 4-26 (New Launch)

Leads

Cost/Lead

$28.27

Spend

$480.65

Reach

5,200

GTL M 2+3

Paused

GTL M 2+3 (Market Test)

Leads

Cost/Lead

$43.51

Spend

$87.02

Reach

953

Meta Ads Platform Performance (Combined Both Accounts)

Platform	Leads	Spend	CPL	Impressions
Facebook	214	$4,147.25	$19.38	108,000
Instagram	65	$1,537.8	$23.66	39,000
Audience Network	3	$15.2	$5.07	1,478

Audience Insights

Demographics Breakdown

The 45-54 age group led this month with 59 leads, followed by 55-64 and 65+ tied at 56 each. Male leads dominated at 59.6% (up from 52.6% in March). The 25-34 bracket delivered the cheapest leads at $14.62 CPL.

Leads by Age Group

Age	Leads	CPL	Spend	Reach
25-34	26	$14.62	$380	7,200
35-44	43	$16.74	$720	12,500
45-54	59	$21.19	$1,250	15,800
55-64	56	$28.21	$1,580	14,200
65+	56	$31.61	$1,770.25	11,953

Leads by Gender

Gender	Leads	CPL	Spend	Reach
Male	143	$24.13	$3,450	38,000
Female	94	$23.19	$2,180	22,500
Unknown	3	$23.42	$70.25	1,153

Analysis

Insights & Recommendations

Account Transition Caused the Dip — Not Performance

The drop from 331 to 282 leads isn't a performance issue — it's a structural one. We transitioned from the "2 Turf Guys" ad account to the new "2GTT" account mid-April. During the transition, the new pixel needed time to exit its learning phase and re-optimize delivery. This is temporary. The new account is already stabilizing, and the late-April campaigns (GTL 4-27 at $16.45 CPL) prove the system is finding its groove.

Cancellation Rate Dropped 22% — Confirmation Sequence Working

Great news: the cancellation rate dropped from 24.1% in March to 18.7% in April. That's a 22% improvement. The updated appointment confirmation SMS sequence we implemented is clearly reducing no-shows. Tampa's cancel rate dropped from 28.7% to 16.1% — the biggest improvement across all markets.

Bradenton/Sarasota Exploded — Now Your #1 Market

Market 2 went from 77 leads in March to 140 leads in April — an 82% increase. It now accounts for 53.8% of all leads. The "ALL MARKETS" campaigns are naturally finding more efficient delivery in this corridor. This is a sign that the Bradenton/Sarasota area has strong demand and less competition in the auction.

What We're Optimizing Going Forward

Here's what we're working on to bring performance back up and exceed March numbers in May:

Stabilizing the new ad account: The 2GTT account is now past its learning phase. The late-April campaigns are already hitting $16-17 CPL. May should see full optimization as the pixel has enough conversion data to work with.
Rebalancing market distribution: Tampa dropped to 29% of leads. We're launching Tampa-specific campaigns on the new account to bring that market back up while maintaining the Bradenton/Sarasota momentum.
Converting 124 opt-in leads: There are 124 leads sitting in opt-in that haven't booked. We're implementing a re-engagement sequence to bring them back into the funnel.
Scaling the winning campaigns: GTL ALL MARKETS Copy 2 ($17.74 CPL) and GTL 4-27 ($16.45 CPL) are the clear winners. We're increasing budget allocation to these while testing new creative variations.

Looking Ahead

May 2026 Goals

With the account transition behind us and the new pixel optimized, May should see a strong rebound. Here's what we're targeting.

<$18

Cost per Lead

Down from $20.21

350+

Total Leads

Back above March levels

60%+

Booking Rate

Up from 52.3%

<15%

Cancel Rate

Down from 18.7%

Market-Level Targets

Market	April Leads	May Target	Growth Needed
Tampa / St. Pete	76	140+	+84%
Bradenton / Sarasota	140	140+	Maintain
Naples / Fort Myers	44	70+	+59%

Benchmarks

Industry Comparison

Even with the account transition dip, your metrics still significantly outperform industry benchmarks for the turf/landscaping vertical.

Cost per Lead

Your CPL

$20.21

Industry Leader

$35.65

43% lower cost per lead

Lead-to-Booking Rate

Your Rate

52.3%

5.2 out of 10

Industry Leader

33%

3.3 out of 10

58% higher booking rate

Industry Close Rate

Industry Leader

28%

At a 28% close rate on your 171 booked appointments, that projects to ~48 closed deals this month.

Bottom Line: Still Outperforming Despite the Transition

Even during an account transition month, your leads still cost $15.44 less than the industry leader, and your booking rate is 19 percentage points higher. The cancellation rate improved significantly from 24.1% to 18.7%. With the new account now stabilized, May is set up for a strong rebound above 300+ leads at sub-$18 CPL.