Sierra Window & Property Services

Almost all of the month-on-month rise is Meta, and it is the season arriving rather than one campaign growing. Four campaigns started inside the window: the snow removal ad on September 12, the talking-head lead ads Jaden set up on September 24, Sierra Lights on September 27 and the hiring ad on October 5. Google moved by $34.28.

Against the same window last year the total is almost identical, $2,698.19 against $2,636.82, but the mix has turned round, from 31% Meta to 56%. Google is buying 90% of last year’s clicks for $627 less, at a cost per click 27.6% lower. On Meta, more than half the budget now goes into lead campaigns, which Meta is paid to turn into completed enquiry forms rather than clicks, so the blended cost per click is a looser measure this month than it has been. The sections below take each channel in turn.

Every figure that counts attention rose on last month: 2.6 times the impressions, more than twice the reach and 19% more clicks. Website visits are lower because the campaigns that buy visits, the service videos, finished on September 24, and the budget that followed went to campaigns with a different job. 58% of the Meta spend is now in the two lead campaigns, Sierra Lights and the talking-head ads, where Meta is looking for people who will complete an enquiry form. Those buy fewer, dearer clicks by design, which is what moves the cost per click.

The like-for-like comparison with last year is the snow ad, which ran in the same weeks both years with the same objective. This year’s has reached 12,358 people against 6,766, and each website visit has cost $1.12 against $1.69. The 2025 column otherwise holds only campaigns that buy clicks and visits, the end of summer clean-up videos and the job ad, which is why it shows more clicks for less money.

The service videos held their shape to the end: Meta kept 99.4% of the Whistler budget and 99.5% of Squamish on Video 4, the same video it settled on last month. The snow ad is the broadest reach in the account, 44,087 impressions to 12,358 people around Whistler, at $6.98 per thousand. Sierra Lights has 2,118 video plays and three enquiries from two people from its ads so far, with the offer and Rob’s reels added on October 9. The talking-head lead ads recorded six form leads.

The talking heads do better at getting people to stop and open the form. More of them watch it (in the Facebook feed, 25.4% and 22.1% of views watched for three seconds or more, against 16.4% for spring 2025), and each form opened costs less.

Spring 2025’s ads did better at turning an opened form into an enquiry, and cost less to show, so they were cheaper per completed form over the same weeks. Snow, which is in season, is closest to that so far; cleaning in the fall is the harder sell. Spring 2025 settled at $52.23 a form over its full 81 days, so early figures are not the final word.

The Local Services listings are the standout on value again, bringing 73 clicks at $1.57. That is 32% of every click in the account for under 10% of the budget, on top of the calls and messages above, and it is where the Google Guaranteed badge shows.

Snow removal is now the second largest campaign, at $231.19, as the searches start: 251 impressions against 93 the month before, and 20 clicks against 10. It follows the plan in the next steps, with December and January the biggest months. The brand campaign that started on September 29 catches people searching for Sierra by name, at $1.71 a click. From October 10 the three Squamish campaigns are paused, as Scott asked, and Squamish now sees only the Christmas lights ads.

Whistler carries most of the visibility with 378 profile views, and it is the profile that converts to contact, taking 7 of the 10 calls and 24 of the 48 website clicks across the four. Four more reviews have landed on it since the last meeting.

The Snow Removal profile is moving with the season: 188 views and 14 website clicks, against 136 and 1 a month ago, and it is the profile ChatGPT names by title for snow removal in Whistler. The Christmas Lights profile drew 70 views in its first full month. Reviews are what move a new profile up the map, and this link opens its review box, ready to send to lights customers.

Snow removal is the most requested service for the second month running, six of the fourteen, up from four of ten. Five are homes and a strata looking to have the coming winter covered, which is what ChatGPT is telling people to do in October, and the sixth is a snow contractor looking for a local subcontractor in Squamish.

The returning customers are worth a look too. One came back through the form to book a small job a month after Sierra did her high windows and high dusting, and another wanted the same window clean as last year and could not remember the price, so the site is working as the way back in, not only as the way to find Sierra in the first place.

The two largest quotes, $1,725 to $1,880+ for windows, soft washing and gutters and $1,325+ for a roof clean, are firm figures for most of the job because roof cleaning and soft washing are fully priced in the tool. Three of the eight are snow removal, and each of those goes to a custom quote, which suits a seasonal contract that depends on the property.

Separately, Sierra Lights has had four enquiries from three people since its ads started on September 27: two through sierralights.ca and two through the form inside Facebook and Instagram, each one delivered to sales@ within minutes. Meta credits three of them, from two people, to the ads, which is the figure on the lights campaign card above.