Telecom · 2 min read
Which broadband ad brings in homes you can actually connect?
A low cost per enquiry looks different once the installation team checks whether the addresses are on the network.
On Monday morning the agency wants to move more money into the ad with the cheapest broadband enquiries. Before signing off, call the colleague who schedules installations. Their first question will probably be, “Which neighbourhoods are those addresses in?”
Imagine two fibre ads with a spend of KM 3,000 each. Ad A brings in 150 enquiries and ad B brings in 100. On cost per enquiry, A leads at KM 20 against KM 30. Four weeks later, 30 households from A have been connected, compared with 50 from B. A connected household cost KM 100 to acquire through A and KM 60 through B. The same campaign report now supports a different budget decision.
Where did the other enquiries go?
Ask sales for three counts for each group: addresses outside the network, households waiting for installation and households that withdrew. Each answer points to a different action. If too many addresses fall outside the service area, narrow the geography or offer an address check before the form. If the homes are serviceable and waiting for engineers, take the figures to the installation scheduler.
Keep the original enquiry week attached to each installation. Comparing yesterday’s enquiries with last month’s completed orders rewards whichever ad started first. For the next budget meeting, bring one row per ad showing spend, enquiries, serviceable homes, completed installations and appointments still open. You can then explain exactly why the next KM 3,000 belongs in a particular neighbourhood.