Client session

ATI Construction

Tuesday, March 17, 2026 at 9:00 PM

Duration (min)

Notes

### Lead Generation Platform Performance

- Dashboard shows 175 leads sent to bid, 9 conversions = 5% conversion rate
- 50% of leads qualify for bidding - very strong compared to most clients
- Need to clean duplicate/junk leads for accurate metrics
  - Delete obvious spam (Yelp solicitations)
  - Remove multiple calls from same person on same day
  - Keep one real lead, archive duplicates
- Monthly cleanup recommended for Sabra to maintain data accuracy

### Google Ads Webhook Integration Issues

- Offline conversion tracking underperforming since November launch
- Only 0.5 conversions recorded in last 30 days - insufficient data for Google optimization
- Need to upload all qualified "sent to bid" leads with Google Click IDs
  - Don't wait for actual sales - send all legitimate opportunities
  - Target 10-20 conversions per month for meaningful data
- Will verify webhook still functioning properly

### Business Partnership Structure

- Revenue split: 20% to Darren on all Pixelocity services
- Darren pricing lead gen at $299/month (vs Nick's $199 cost)
  - Maintains 46% gross margin target
- Ad management rates scale with spend:
  - $500/month for $2,500 ad spend
  - Higher tiers: $750, $1,200+ based on budget
- White labeling discussion - some accounts under Business Essentials branding, others direct Pixelocity

### Platform Migration Decision

- Moving from current Bubble-based system to Nick's multi-tenant platform
- New system supports multiple clients with shared infrastructure
- Better scalability for 50+ client goal
- Maintains same core functionality: leads → contacts → companies → bids

### Sabra's Role Expansion

- Will become Business Essentials shareholder if performance continues
- Can select which accounts to manage directly vs. pass to Pixelocity
- All existing Pixelocity-managed accounts remain unchanged
- Focus on building Business Essentials reputation and reviews

### Lead Generation Sales Strategy

- Target: 100 clients at $199/month = $30K monthly revenue
- Darren confident in sales ability through Scaffold Exchange connections
- Aggressive early pricing to build momentum
- Focus on service industry contractors who need structured lead tracking

### Technical Improvements Needed

- CallRail phone numbers not carrying over to bid stage
- Email forwarding integration for leads not captured by forms
- Landing page development for clients without contact forms
- Customizable columns for different industry needs

### Next Steps

- Nick: Research webhook functionality, build Protect Construction landing page
- Darren: Upload all qualified February/March leads with Google Click IDs
- Both: Finalize platform migration timeline and white label requirements

Action items