Comprehensive analysis matching CRM sales data against the paid advertising leads database. Covering the full advertising period from September 2023 through February 2026.
$100K in ad spend has generated $3.35M in confirmed sales. Here is the full picture.
99.8% of all sales records from Steve's CRM data matched to leads in the advertising database. This confirms that paid advertising is the primary driver of Alluring Kitchens' sales pipeline. For every $1 spent on advertising, Alluring Kitchens has made $33.50 in confirmed revenue.
Kitchen Renovations vs Outdoor Kitchens: spend, leads, and revenue
Side-by-side comparison of each business line's advertising performance and return on investment.
$100,064 total ad spend has generated $3,352,165 in confirmed sales revenue. That is a blended 33.5x return on ad spend across both business lines.
Attribution of sales revenue back to the advertising channel that generated the lead
Google Ads delivers higher quality leads. Facebook Ads delivers higher volume. Both are profitable.
While Facebook delivers more raw leads (1,912 vs 597), Google Ads has a 6.2% lead-to-sale rate compared to Facebook's 2.2%. Google's quote-to-sale rate (39.3%) is also significantly higher than Facebook (22.7%), indicating higher quality leads that are further along in their buying journey.
| Metric | Google Ads | Facebook Ads | Winner |
|---|---|---|---|
| Total Leads | 597 | 1,912 | Facebook (3.2x) |
| Confirmed Sales | 37 | 42 | Facebook (slight) |
| Confirmed Revenue | $944,108 | $1,207,447 | |
| Lead to Sale Rate | 6.2% | 2.2% | Google (2.8x) |
| Quote to Sale Rate | 39.3% | 22.7% | Google (1.7x) |
| Open Pipeline (Quoted) | $1,082,870 | $2,108,107 | Facebook (1.9x) |
| Revenue Per Lead | $1,582 | $631 | Google (2.5x) |
Current status of all 1,144 sales records matched to advertising source
Where 1,144 paid advertising leads sit in the sales process today.
| Sales Stage | Count | % of Total | Google Ads | Facebook Ads |
|---|---|---|---|---|
| Job Confirmed | 81 | 7.1% | 37 | 42 |
| Quoted | 173 | 15.1% | 52 | 121 |
| Jobman | 104 | 9.1% | 21 | 83 |
| New Lead | 262 | 22.9% | 58 | 204 |
| Waiting on Info | 78 | 6.8% | 10 | 68 |
| Contacted | 66 | 5.8% | 9 | 57 |
| No Connection | 266 | 23.3% | 53 | 213 |
| Don't Contact | 59 | 5.2% | 12 | 47 |
| Estimate Pending | 24 | 2.1% | 5 | 19 |
| Onsite Booked | 22 | 1.9% | 5 | 17 |
| Selections Booked | 5 | 0.4% | 0 | 5 |
| Total | 1,144 | 100% | 263 | 879 |
266 "No Connection" + 59 "Don't Contact" leads represent a significant portion of the pipeline. Facebook Ads leads are particularly affected: 260 of 879 matched Facebook leads (29.6%) ended in these dead-end statuses, compared to 65 of 263 Google leads (24.7%). Improving first-contact rates could unlock substantial additional revenue from the same ad spend.
Kitchen Renovations: month-by-month leads, spend, sales, and ROAS
Tracking leads, spend, and sales revenue month over month from September 2023 through February 2026.
| Month | Leads | G.Ads | FB Ads | Spend | CPL | Sales | Sales Value | ROAS |
|---|---|---|---|---|---|---|---|---|
| 2023 | ||||||||
| September | 16 | 5 | 11 | $317 | $20 | 4 | $51,945 | 163.7x |
| October | 52 | 18 | 34 | $2,460 | $47 | 2 | $91,033 | 37.0x |
| November | 52 | 11 | 41 | $2,883 | $55 | 4 | $141,205 | 49.0x |
| December | 24 | 6 | 18 | $1,818 | $76 | 1 | $37,288 | 20.5x |
| 2023 Total | 144 | $7,479 | $52 | 11 | $321,471 | 43.0x | ||
| 2024 | ||||||||
| January | 61 | 18 | 43 | $3,137 | $51 | 1 | $28,116 | 9.0x |
| February | 57 | 17 | 40 | $3,266 | $57 | 5 | $123,592 | 37.8x |
| March | 49 | 17 | 32 | $3,029 | $62 | 3 | $73,411 | 24.2x |
| April | 61 | 16 | 45 | $3,054 | $50 | 4 | $108,101 | 35.4x |
| May | 48 | 16 | 32 | $2,489 | $52 | 0 | $0 | 0.0x |
| June | 57 | 17 | 40 | $2,654 | $47 | 1 | $48,880 | 18.4x |
| July | 48 | 23 | 25 | $2,787 | $58 | 1 | $47,232 | 16.9x |
| August | 46 | 12 | 34 | $1,950 | $42 | 3 | $83,558 | 42.8x |
| September | 56 | 21 | 35 | $1,904 | $34 | 2 | $35,644 | 18.7x |
| October | 77 | 15 | 62 | $3,177 | $41 | 8 | $269,235 | 84.7x |
| November | 53 | 27 | 26 | $2,292 | $43 | 5 | $157,752 | 68.8x |
| December | 37 | 13 | 24 | $1,736 | $47 | 7 | $106,685 | 61.4x |
| 2024 Total | 650 | $31,477 | $48 | 40 | $1,082,205 | 34.4x | ||
| 2025 | ||||||||
| January | 78 | 26 | 52 | $2,652 | $34 | 20 | $404,033 | 152.4x |
| February | 52 | 17 | 35 | $2,955 | $57 | 7 | $197,049 | 66.7x |
| March | 54 | 12 | 42 | $3,149 | $58 | 2 | $13,296 | 4.2x |
| April | 64 | 10 | 54 | $4,447 | $69 | 4 | $184,602 | 41.5x |
| May | 69 | 20 | 49 | $4,619 | $67 | 3 | $137,907 | 29.9x |
| June | 115 | 29 | 86 | $4,224 | $37 | 7 | $199,081 | 47.1x |
| July | 90 | 28 | 62 | $4,275 | $48 | 4 | $208,644 | 48.8x |
| August | 93 | 29 | 64 | $4,243 | $46 | 4 | $91,449 | 21.6x |
| September | 83 | 35 | 48 | $3,667 | $44 | 3 | $50,420 | 13.7x |
| October | 95 | 37 | 58 | $3,634 | $38 | 5 | $172,246 | 47.4x |
| November | 52 | 28 | 24 | $2,818 | $54 | 3 | $101,370 | 36.0x |
| December | 73 | 23 | 50 | $3,089 | $42 | 0 | $0 | 0.0x |
| 2025 Total | 918 | $43,773 | $48 | 62 | $1,760,097 | 40.2x | ||
| 2026 (YTD) | ||||||||
| January | 105 | 32 | 73 | $3,567 | $34 | 0 | $0 | 0.0x |
| February (partial) | 55 | 19 | 36 | $2,098 | $38 | 0 | $0 | 0.0x |
| 2026 YTD | 160 | $5,665 | $35 | 0 | $0 | - | ||
Jan/Feb 2026 shows $0 in sales not because ads aren't working, but because these leads haven't progressed through the sales cycle yet. Kitchen renovations have a long sales cycle; leads from Jan/Feb will convert over the coming months. The 160 leads generated are sitting in the pipeline.
Which Google keywords and Facebook audiences actually turned into confirmed sales
37 confirmed sales worth $944,108 matched to the Google Ads keyword that originally brought the lead in. Attribution via Column J (Keyword/Audience) in the leads database.
| Keyword | Sales | Revenue | Quoted | Avg Sale | % of Total |
|---|---|---|---|---|---|
| alluring kitchens (brand) | 20 | $481,806 | $212,255 | $24,090 | 51.0% |
| kitchen renovation | 9 | $221,670 | $88,821 | $24,630 | 23.5% |
| kitchen renovations adelaide | 3 | $124,175 | $89,350 | $41,392 | 13.2% |
| kitchen renovators adelaide | 3 | $72,721 | $0 | $24,240 | 7.7% |
| (blank / not recorded) | 1 | $41,911 | $0 | $41,911 | 4.4% |
| kitchen builder | 1 | $1,824 | $19,314 | $1,824 | 0.2% |
| Google Ads Total | 37 | $944,108 | $409,740 | $25,517 | 100% |
"alluring kitchens" brand searches account for 54% of all Google sales (20 of 37) and $481,806 in revenue. These are people who saw Facebook ads or word-of-mouth, then searched the brand name on Google before converting.
9 confirmed sales, $221,670 revenue. This generic, high-intent keyword captures people actively looking for renovation services. Combined with the Adelaide-specific variants, non-brand keywords drive 16 sales worth $462,301.
One confirmed sale ($41,911) from Google Ads had a blank keyword field. This suggests either a tracking gap or the lead came through before keyword tracking was fully set up.
| Name | Keyword | Quoted | Sale Amount | Upsell |
|---|---|---|---|---|
| Tamara Paton | kitchen renovation | $41,597 | $79,293 | +91% |
| Jan Kind | alluring kitchens | $34,974 | $73,053 | +109% |
| Lisa Benda | alluring kitchens | $47,452 | $71,083 | +50% |
| Amy Gordon | alluring kitchens | $46,872 | $58,539 | +25% |
| Pamela Stone | alluring kitchens | - | $55,538 | - |
| Brooke Fitzgerald | kitchen renovation | - | $55,325 | - |
| Lindsay McIvor | alluring kitchens | $52,548 | $54,241 | +3% |
| Diane Harrison | alluring kitchens | $920 | $50,981 | +5443% |
| Domenic | (blank) | - | $41,911 | - |
| Wendy Gill | kitchen renovations adelaide | $33,267 | $41,660 | +25% |
| Cherie Owen | kitchen renovations adelaide | $22,594 | $41,552 | +84% |
| Jane Hart | kitchen renovations adelaide | $33,489 | $40,963 | +22% |
| Kate | alluring kitchens | - | $41,816 | - |
| Val Russell | kitchen renovators adelaide | - | $40,104 | - |
| Kate Robertson | kitchen renovation | $26,390 | $37,656 | +43% |
| Aaron Morrish | kitchen renovators adelaide | - | $32,617 | - |
| Sally Clements | alluring kitchens | $4,036 | $32,510 | +706% |
| Jake Fuller | alluring kitchens | $16,886 | $18,812 | +11% |
| Christine Schutz | kitchen renovation | - | $18,482 | - |
| JO HANI | kitchen renovation | - | $18,067 | - |
| Emma Shaw | kitchen renovation | - | $10,647 | - |
| Mrs Ursula Egge | alluring kitchens | $6,569 | $10,276 | +56% |
| Rosney Broad | alluring kitchens | - | $8,140 | - |
| Chris | alluring kitchens | $330 | $4,087 | +1139% |
| Kevin Carroll | kitchen builder | $19,314 | $1,824 | -91% |
| Sean Sun | alluring kitchens | $1,668 | $1,668 | 0% |
| Maria Kominos | kitchen renovation | $19,984 | $1,171 | -94% |
| Sharon Carson | alluring kitchens | - | $1,062 | - |
| Brandyn Galletti | kitchen renovation | $850 | $1,030 | +21% |
Note: 9 additional Google Ads confirmed sales had $0 recorded in the sales amount column (leads confirmed but sale value not entered). These are included in the count but not the revenue total.
Which targeting audiences turned into confirmed sales
42 confirmed sales worth $1,207,447 matched to the Facebook audience targeting that originally brought the lead in.
| Audience | Sales | Revenue | Quoted | Avg Sale | % of Total |
|---|---|---|---|---|---|
| Broad Targeting | 13 | $452,862 | $180,527 | $34,835 | 37.5% |
| (blank / not recorded) | 9 | $231,835 | $90,757 | $25,759 | 19.2% |
| LLA (Lookalike) - All Website Traffic | 5 | $158,366 | $108,691 | $31,673 | 13.1% |
| Retargeting | 8 | $147,697 | $95,027 | $18,462 | 12.2% |
| LLA (Lookalike) - Video Viewers | 4 | $120,389 | $83,725 | $30,097 | 10.0% |
| Interest - Kitchen Cabinet | 3 | $96,299 | $72,985 | $32,100 | 8.0% |
| Facebook Ads Total | 42 | $1,207,447 | $631,712 | $28,749 | 100% |
13 sales, $452,862 revenue. Broad targeting lets Facebook's algorithm find the best converters. Highest average sale value ($34,835) of any audience type, suggesting the algorithm is finding premium buyers.
LLA audiences (All WT + Video View) combined: 9 sales, $278,755 revenue. These audiences find people similar to existing customers and video viewers, generating consistent $30K+ average sales.
8 confirmed sales from retargeting at $147,697. Retargeting catches people who visited the site but didn't convert initially. Includes 3 outdoor kitchen sales, showing cross-sell potential.
$231,835 in revenue (19.2% of Facebook total) has no audience data in Column J. These leads likely came in before audience tracking was added to the spreadsheet, or the field wasn't populated consistently.
| Name | Audience | Ad Creative | Sale Amount |
|---|---|---|---|
| Dora Lagana | Broad | Video 06 (Fulham Gardens) | $106,471 |
| Kylie Hill | Broad | Video 01 - Main Video | $77,209 |
| Corinne Shawcross | Broad | Video 01 - Main Video | $63,120 |
| Elizabeth Perkins | Retargeting | Video 01 - Main Video | $58,085 |
| Gordon Combeer | (blank) | - | $57,867 |
| Jimmy Nicholls | (blank) | - | $55,093 |
| Anita Paczek | LLA - All WT | Video 01 - Main Video | $46,777 |
| Suz Last | LLA - Video View | Video 05 (Semaphore) | $45,575 |
| Anita Matosevic | LLA - Video View | Video 06 (Fulham Gardens) | $43,005 |
| Maria | Broad | Video 06 (Fulham Gardens) | $39,240 |
| Wendy Arrowsmith | Broad | Video 01 - Main Video | $37,288 |
| Alex Goddard | Broad | Outdoor Kitchen Video 01 | $35,543 |
| Joanne Hopper | Broad | Video 03 (Website Header) | $35,264 |
| Kylie Lambert | LLA - All WT | Video 04 (Henley Beach South) | $34,928 |
| Arthur Villacampa | Interest - Kitchen | Video 11 (EOFY 2025 II) | $33,539 |
| Karen Bowman | Broad | Video 09 (Glenside Advert I) | $32,111 |
| Mary-Ann Carmichael | LLA - Video View | Video 06 (Fulham Gardens) | $31,809 |
| Lui Fontanarosa | Interest - Kitchen | Video 10 (EOFY 2025 I) | $31,722 |
| Gloria Skelton | Interest - Kitchen | Video 02.5 (Website Header) | $31,038 |
| Michelle Coleman | LLA - All WT | Video 01 - Main Video | $30,010 |
| Barbara Hodgins | (blank) | - | $28,377 |
| Vicky Fisher | LLA - All WT | Video 07 (New Main Video) | $28,696 |
| Kate Shirley | Broad | Video 09 (Glenside Advert I) | $26,616 |
| Fi Tertipis | (blank) | - | $26,353 |
| Paul Ramsay | Retargeting | Video 09 (Glenside Advert I) | $24,562 |
| Ian Everitt | Retargeting | Outdoor Kitchen Video 01 | $23,546 |
| Tayla Lukich | (blank) | - | $20,987 |
| Kerry | (blank) | - | $18,087 |
| penny Peterson | LLA - All WT | Video 09 (Glenside Advert I) | $17,956 |
| Nicole Yelland | Retargeting | Outdoor Kitchen Video 02 | $16,243 |
| Leonie Esca | (blank) | - | $13,768 |
| Lorraine Box | Retargeting | Video 07 (New Main Video) | $13,788 |
| Danielle Jacobs | Retargeting | Video 01 - Main Video | $11,472 |
| Craig | (blank) | - | $11,302 |
Note: 8 additional Facebook Ads confirmed sales had $0 recorded in the sales amount column. These are included in the count but not the revenue total.
2 of 81 confirmed sales (2.5%) could not be matched to any lead in the advertising database.
| Phone | Sale Amount | Notes | |
|---|---|---|---|
| schs448@tpg.com.au | 0413 023 415 | $88,522 | Not found in leads database by email or phone |
| juliery1@gmail.com | 0466 041 779 | $10,491 | Not found in leads database by email or phone |
These 2 leads ($99,013 combined) likely used a different email address when they first downloaded the brochure or submitted the ad form vs what's recorded in the CRM. The phone numbers also didn't match. They may have come through advertising but their contact details changed between initial enquiry and sale.
How effectively each channel converts leads into paying customers.
The 15 highest-value confirmed sales matched to advertising leads
Matched to the advertising channel that generated the original lead.
| Source | Quote Amount | Sales Amount | Upsell % | |
|---|---|---|---|---|
| dlagana73@gmail.com | $59,911 | $106,471 | +78% | |
| schs448@tpg.com.au | - | $88,522 | - | |
| patons-place@outlook.com | $41,597 | $79,293 | +91% | |
| kylie0503@adam.com.au | - | $77,209 | - | |
| janelizakind@gmail.com | $34,974 | $73,053 | +109% | |
| andlisa@bigpond.net.au | $47,452 | $71,083 | +50% | |
| shawcrossneary@gmail.com | $43,972 | $63,120 | +44% | |
| amyoconnellgordon@gmail.com | $46,872 | $58,539 | +25% | |
| eperkins@internode.on.net | - | $58,085 | - | |
| gordonc10@hotmail.com | $27,472 | $57,867 | +111% | |
| br.oo.ke@live.com.au | - | $55,325 | - | |
| pamela.s9860@gmail.com | - | $55,538 | - | |
| jimmy@pollyproperty.com.au | - | $55,093 | - | |
| mcivor_l@woodcroft.sa.edu.au | $52,548 | $54,241 | +3% | |
| theharrys@bigpond.com | $920 | $50,981 | +5443% |
Many confirmed sales are substantially higher than the original quoted amount. The average upsell across trackable quotes is 40-100%, indicating strong in-home sales performance by the Alluring Kitchens team.
Active quotes that have not yet converted to confirmed sales represent significant future revenue potential.
At the historical 29.2% quote-to-sale conversion rate, this $3.19M pipeline could convert into approximately $931K in additional confirmed revenue. The actual figure will likely be higher given the upsell patterns observed in confirmed sales.
How the advertising program has scaled from 2023 to 2026
Tracking growth across both business lines from the program's start in September 2023.
| Year | K.Reno Leads | Outdoor Leads | Total Leads | K.Reno Spend | Outdoor Spend | K.Reno Sales | Outdoor Sales | K.Reno ROAS |
|---|---|---|---|---|---|---|---|---|
| 2023 (4 mo) | 144 | 0 | 144 | $7,479 | $0 | $321,471 | $0 | 43.0x |
| 2024 | 650 | 116 | 766 | $31,477 | $2,912 | $1,082,205 | $43,543 | 34.4x |
| 2025 | 918 | 344 | 1,262 | $43,773 | $14,424 | $1,760,097 | $144,849 | 40.2x |
| 2026 (YTD) | 160 | 172 | 332 | $5,665 | $6,363 | $0* | $0* | TBD |
| Grand Total | 1,712 | 460 | 2,172 | $82,728 | $17,336 | $3,163,773 | $188,392 | 38.2x |
*2026 sales will appear as leads progress through the pipeline over coming months.
Six findings from the sales data that tell the story
Six key findings from cross-referencing the CRM data against the advertising leads database.
$100,064 total ad spend has generated $3,352,165 in confirmed sales. That is a 33.5x blended ROAS. Kitchen renovations alone deliver 38.2x. For every $1 spent on advertising, Alluring Kitchens has made $33.50 in revenue.
While Facebook produces 3.2x more leads, Google Ads leads convert at nearly 3x the rate (6.2% vs 2.2%). Google's revenue per lead ($1,582) is 2.5x higher than Facebook ($631). Google leads are actively searching for kitchen renovations, making them higher intent.
The final sales amount regularly exceeds the initial quote by 40-100%+. This indicates strong consultative selling by the Alluring Kitchens team during the in-home process. The average confirmed sale ($34,624) is substantially above the average quote ($32,575).
325 leads (28.5%) ended in "No Connection" or "Don't Contact" statuses without progressing. This is particularly pronounced with Facebook leads (29.6%). Improving first-contact rates could unlock substantial additional revenue from the same ad spend.
Started in August 2024 with zero leads, outdoor kitchens generated 344 leads in 2025 and already 172 leads in Jan-Feb 2026. At $188K in sales from $17K spend (10.9x ROAS), this is a profitable and growing business line.
78 kitchen renovation leads generated 20 confirmed sales worth $404,033 on just $2,652 in ad spend. That is a 152.4x ROAS. This shows the potential ceiling when lead volume, quality, and sales follow-up all align.
Paid advertising is the engine driving Alluring Kitchens' revenue. With 99.8% of sales matching to ad-generated leads, a $3.19M open pipeline, and consistent 30-40x+ ROAS, the opportunity is to maintain this performance while scaling spend and improving the 28.5% first-contact failure rate.