The speaker outlines a comprehensive workflow for tracking return on ad spend (ROAS) by integrating lead capture with a CRM system, deploying multi‑channel email and SMS drip campaigns, and using Meta custom audiences for retargeting. When a lead is generated, it is sent to the CRM, where automated sequences aim to book a calendar appointment. The system records whether the appointment is booked, attended, or missed, adjusting drip sequences accordingly. If the lead becomes a customer, revenue is logged in the CRM and attributed back to the originating ad funnel. Throughout the month, key performance indicators such as cost per lead (CPL), click‑through rate (CTR), cost per view (CPV), and cost per acquisition (CPA) are monitored, allowing the total ad spend to be compared against generated revenue to calculate ROAS.
Chapters
We can then send them straight to a calendar right here, and this would be a cost per booked call. Now, in both of these scenarios, what needs to happen is when we get a lead, we fire that lead into your CRM. We also want to make sure that we're sending them different email drips. These are different little mail pieces that we're sending them, email address or email campaigns and SMS campaigns to try to get them to book. At a minimum though, we're capturing this information and we can retarget them so we can send them correspondence via email, SMS. We can actually upload all of these leads. We can put that back into Meta in the form of a custom audience and retarget them with more of a specific offer. If they come here and actually book an appointment, we want to update this record in the CRM as a call booked. And then what you're going to do is you're going to then actually have a call. Two options: they show or they don't show. If they don't show, you can set up different drips and sequences there in the workflow, as well as continue to get ads in front of them over and over and over again. Now, if they showed up, right, and you actually had a call with them and they actually became a customer, you're going to report in your CRM, hey, here's how much money I generated as a result of this lead. Now what we're going to do is we're going to be able to attribute this lead, this of revenue, this booked appointment came from this funnel, which came from this series of ads. The way that this works is we're optimizing for cost per lead here, also maybe click-through rate, optimizing for a cost per view, per lead, per call, and then ultimately CPA, cost per acquisition. And we're tracking all these metrics. And what happens at the end of the month, we'll see here's how much money we put into the ads, here's how much money was generated. That difference is what our ROAS is.
