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.
| 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 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.
Freed Meta budget was folded into the existing PPC mix:
See [1] for full campaign budget context.
This case illustrates a useful decision framework for Meta lead-gen in senior care / memory care verticals:
[4]