Radial Timelinev0.3 / LAB
HOME
FIT Intent Qualify Route Book
FIT Intent Qualify Route Book
THE PROBLEM WE ADDRESSCan qualification protect both media budget and sales capacity?
01Modelled business scenarioCompany and figures are fictional
02Working mechanismRadial Timeline
03Modelled outcomeFor commercial orientation
MODELLED BUSINESS SCENARIO
Fewer empty forms. More survey-ready homeowners.
BUDGET$28,000 media / monthPERIOD10-week model
Modelled with postcode, property and installation-readiness checks.
BUSINESS MODEL
What is sold and where the problem starts.
Fill survey calendars with homeowners who fit the property, postcode and financing requirements.
Lead forms produced volume, but 38% of contacts were outside the service area or not installation-ready.
Reduce qualified-lead CPA below $80 and book at least 120 technical surveys a month.
THE EXPERIMENT STORY
The leads were cheap. The installation crews had nowhere to go.
This narrative uses a modelled scenario. The company, budget and outcomes are fictional; the diagnostic and operating logic show how a real engagement would unfold.- 01
01 / THE BRIEF The first symptom was not inside the ad account.
The weekly report celebrated lead volume while sales opened forms from unsupported postcodes, rental properties and homeowners who only wanted a rough price. Media was doing exactly what it had been asked to do: find form submissions. Operations needed survey-ready homes.
Regional installation company was selling heat pumps and solar installation across United Kingdom, 14 service areas. The model was high-ticket lead generation. On the surface, the brief sounded direct: Fill survey calendars with homeowners who fit the property, postcode and financing requirements.
- MODEL
- High-ticket lead generation
- 02
02 / WEEK ONE False lead volume
Lead forms produced volume, but 38% of contacts were outside the service area or not installation-ready. The trap was that isolated metrics still looked acceptable: Ad CTR was 1.10%, landing cpc was $4.80, and qualified-lead cpa was $118.
Cheap forms hid postcode and ownership mismatch. That changed the diagnosis. The issue was not one toggle inside an ad account; it was what the system counted as success and which signal reached the team. The work had to connect media to the outcome that actually created business value.
- Qualified-lead CPA
- $118 → <$80
- 03
03 / THE TURN Replace the universal form with an eligibility journey and let current crew capacity decide what demand is worth buying.
The first decision was “Map capacity.” Import postcode-level crew capacity before allocating media. It was followed by “Qualify early”: Ask property, ownership, timing and financing questions before the sales call.
Made qualified survey the optimization event and kept raw leads as a diagnostic metric only. Once the measurement logic was shared, the team could see what to stop, what needed a different message, and where the real constraint sat in the page, lead handling or product availability rather than traffic.
- FIRST DECISION
- Map capacity
- 04
04 / THE BUILD Your house, your numbers: replace generic eco promises with a clear property-specific route.
Your house, your numbers: replace generic eco promises with a clear property-specific route. The production plan became 12 postcode ads, 8 homeowner explainers, 16 statics and a three-step qualification page. The tests were not about abstract taste; they covered monthly saving, comfort, grant eligibility, installation time, local proof and survey availability.
The journey was assembled as one chain: Local ad → Savings estimator → Property check → Survey booking. Google Search, Meta, Microsoft Ads, YouTube no longer lived in separate reports, while GA4, HubSpot, CallRail, Google Ads Offline Conversions, Metabase connected spend, behaviour and the final outcome. Synced service-area capacity and reduced spend automatically when the next slot moved beyond the agreed window.
- SYSTEM
- 4 channels · 5 tools
- 05
05 / THE DECISION The best lead is not the cheapest name and phone number. It is a job the business can actually complete.
In the model, ad ctr moved from 1.10% to 1.91%, qualified-lead cpa from $118 to $74, and surveys booked reached 129. These are not promises; they make the decision thresholds explicit before real data enters the system.
Weeks 7–10: Scale by survey completion and crew capacity. The main conclusion reached beyond a single campaign. A lead was never the product. A survey the company could actually fulfil was. That is the logic a real engagement would retain, using the client's actual evidence, constraints and accountable decision makers.
- Surveys booked
- 129
KPI / CTR / CPC / CPA
Not one vanity percentage. The full metric chain.
Every figure in this section is modelled to demonstrate the scenario economics.01Ad CTR
- BEFORE
- 1.10%
- TARGET
- 1.70%
- MODEL
- 1.91%
Offer relevance by region
02Landing CPC
- BEFORE
- $4.80
- TARGET
- $3.90
- MODEL
- $3.62
Cost of an informed visit
03Qualified-lead CPA
- BEFORE
- $118
- TARGET
- <$80
- MODEL
- $74
Cost after postcode and property checks
04Lead-to-survey
- BEFORE
- 31%
- TARGET
- >42%
- MODEL
- 47%
Sales readiness
05Surveys booked
- BEFORE
- 86
- TARGET
- 120
- MODEL
- 129
Monthly qualified volume
STRATEGY
Four decisions that change the economics.
- 01Map capacity
Import postcode-level crew capacity before allocating media.
- 02Qualify early
Ask property, ownership, timing and financing questions before the sales call.
- 03Local proof
Use installation examples, savings ranges and available survey dates by area.
- 04Optimize to surveys
Send booked and completed survey events back to ad platforms.
CREATIVE IDEA
Your house, your numbers: replace generic eco promises with a clear property-specific route.
12 postcode ads, 8 homeowner explainers, 16 statics and a three-step qualification page.
Monthly saving, comfort, grant eligibility, installation time, local proof and survey availability.
PATH TO OUTCOME
- 01Local ad
- 02Savings estimator
- 03Property check
- 04Survey booking
WHAT DID NOT GO TO PLAN
Problems are part of the work. So are the fixes.
False lead volume
PROBLEM
Cheap forms hid postcode and ownership mismatch.
FIX
Made qualified survey the optimization event and kept raw leads as a diagnostic metric only.
Crew overload
PROBLEM
Ads kept buying leads where installation calendars were full.
FIX
Synced service-area capacity and reduced spend automatically when the next slot moved beyond the agreed window.
OPERATING CADENCE
What happens while the project runs.
- 01Week 1
Join CRM, call and postcode data.
- 02Weeks 2–3
Build estimator and qualification flow.
- 03Weeks 4–6
Launch local campaigns and proof.
- 04Weeks 7–10
Scale by survey completion and crew capacity.
MAIN TAKEAWAYA lead was never the product. A survey the company could actually fulfil was.
This demonstrates how we think — it does not fabricate a case study.
Discuss a Similar Solution This is not a client result; the numbers are sample data. For your project, we adapt the solution, tools and measurement to the task and budget.