A data-backed proposal from Will Lloyd, Vertic Media
Same industry, same platform, same creative strategy, same type of homeowner — one in Sussex, one in London. The numbers speak for themselves.
London naturally costs more to advertise in. Adjusted for market, these campaigns are performing at the same efficiency level.
The campaign is finding its feet. The last 7 days tell a different story to the month average — costs are falling, CTR is climbing.
| Date | Sam Mercer · Sussex | Bushby Heating · London | ||||||
|---|---|---|---|---|---|---|---|---|
| Spend | CPL | CPC | CTR | Spend | CPL | CPC | CTR | |
Nothing changed in the campaign. Same budget, same angles, same platform. The only thing that changed was who picked up the phone — and how fast.
In Sam's own words: "These have been great quality."
The leads coming through for Bushby are the same homeowners — intent-driven, grant-aware, ready to hear a price. The ads are doing their job. The gap is entirely what happens in the minutes after someone submits their details.
The moment someone fills in a form, they're at peak interest. That window doesn't stay open long.
That homeowner filled in a form thinking about their boiler. Five minutes later they're watching TV. An hour later, they've forgotten. Call them while you're still on their mind.
Called within 2 mins of submitHeat pump installers aren't the only ones running ads. A homeowner who fills in three forms goes with whoever calls first. Speed is the competitive edge nobody talks about.
First response wins 78% of the timeWithout follow-up, a lead mentally puts the heat pump on the back burner. That's where it stays. We follow up until we get a clear yes — or a clear no.
Follow up until yes or definitive noWhen we're on the phone with your leads every day, we're not just booking appointments. We're gathering live intelligence that feeds directly back into the campaign.
We keep running your campaign — and place a trained setting team on your account to handle every lead from submission to booked appointment.
Every lead called within minutes of submitting — while they're still at their phone and the idea is still fresh. Not hours later. Not "when the diary allows."
If they don't answer, we call back. Then again. We follow up until we get a clear yes or a clear no. No lead dies quietly in a spreadsheet.
Our setters know the BUS grant, the objections homeowners raise, and how to pre-qualify a genuine opportunity — so your surveyors only visit people worth visiting.
Every uncontacted lead is either dying or taking time from your team to chase. That's surveyor time, sales time, your time. We take it entirely off your plate.
Daily frontline feedback on what's working, what isn't, and what leads deserve a credit — meaning faster campaign decisions and a tighter feedback loop across the board.
Qualified, confirmed, ready. Your team just shows up.
If we don't book 5 qualified quote appointments, you only pay £25/lead — the same rate as now. You only pay £40 when you're seeing results. And there's no lock-in — just 7 days' notice if you ever want to pause.
At 32 leads/month with a 70% booking rate, that's ~22 quote appointments. At a conservative 25% close rate — 5 to 6 installations a month, from your ad spend alone.