Cordwainer Meta Lead-Gen Campaign Pause

Overview

During the March 10, 2026 marketing sync, the team reviewed performance of Cordwainer Memory Care's Meta lead-generation campaign and made the decision to pause it. The campaign had produced 11 form submissions with zero quality leads, and the client confirmed that none of the contacts had been responsive. Spend was redirected to Google Ads and a new Bing Ads campaign.

Campaign Performance

Metric	Result
Total form submissions	11
Quality leads	0
Leads responding to follow-up	0
Leads confirmed seeking memory care	~2–3 (pre-form-update)

The form had been updated by Tamilyn Liesenfeld to require phone number verification, intended to filter out invalid contacts. Despite this, the leads that did indicate interest in memory care were still unresponsive when Erica Lathrop followed up.

"We've only had a few that said they were looking for memory care, and Erica hasn't gotten callbacks or anything. Even though they have to verify their phone number the way I set it up, they should be valid phone numbers if they're verifying."
— Tamilyn Liesenfeld

Decision: Pause the Campaign

Decision made: Pause the Meta lead-gen campaign and reallocate spend to Google and Bing.

Rationale: A 0-for-11 conversion rate on a lead-gen form — even with phone verification — indicates a fundamental audience or intent mismatch. Running the campaign at a lower budget was considered but rejected: the consensus was that reduced spend would still attract the same low-quality audience rather than improve lead quality.

"If we're 0 for 11, then even having it low budget just is going to bring in some bad quality leads. I think we either roll that spend into our other campaign and just have that one be the main one, or we just save the spend for Bing or Google."
— Sebastian Gant

The threshold discussed for reconsidering: if 1–2 of the 11 leads had been quality contacts, a reduced-budget continuation would have been on the table.

Spend Reallocation

Freed Meta budget was folded into the existing PPC mix:

Google Ads: $60/day across two campaigns (already running, showing early ramp-up in impressions and clicks)
Bing Ads: $12/day total ($6/day per campaign) — newly set up, pending payment method addition

See ^[1] for full campaign budget context.

Action Items from This Decision

[ ] Sebastian Gant — Pause the Meta lead-gen campaign
[ ] Tamilyn Liesenfeld — Review the 11 form submissions; forward any memory-care leads to Erica Lathrop before campaign is paused
[ ] Tamilyn Liesenfeld — Add payment method to Bing Ads account (Sebastian to send admin invite first)

Broader Implications

When to Pause a Meta Lead-Gen Campaign

This case illustrates a useful decision framework for Meta lead-gen in senior care / memory care verticals:

Phone verification alone is insufficient to guarantee lead quality. Intent signals (e.g., explicitly selecting "looking for memory care") matter more than contact validity.
0% response rate across 11 leads is a strong signal to pause rather than optimize — there is likely an audience targeting or creative mismatch, not just a volume problem.
Remarketing and search intent channels (Google, Bing) are better suited to capture families actively researching memory care placement, compared to Meta's interruption-based model.

^[2] — Why Bing was chosen as the reallocation target
^[1]
^[3]

Source Meeting

^[4]