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Monthly Business Analytics Report

Fit Movers 123

Google Ads • Meta Ads • Phone Leads • Web Forms • SMS • Growth Analysis • Summer Peak

Reporting Period

July 1 – 31, 2026

Prepared by Gym Spotter Agency

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Section 01

Executive Dashboard

Every lead channel combined — the only numbers that tell the real story.

Seventh Consecutive Record Month — CPL Hits a New All-Time Low

July delivered 831 total real leads (calls + web forms + SMS) — up 6.1% from June’s 783 — while blended Google ad spend actually decreased to $10,362 (down $438 from June). The result: Real Cost Per Lead dropped to $12.47, a new record low and the fourth consecutive month of CPL improvement.

Google Ads impression share held steady at 24.57%, and our chief competitor roguefitness.com saw its impression share collapse from 27% to 19%. Web form volume hit an all-time high of 373 submissions, and this month’s report includes the first full breakdown of our Meta (Facebook/Instagram) Ads program, live since June 15.

The one flashing warning light: missed calls jumped to 128 (29.0% of all calls) — the second consecutive month this leak has worsened, now representing an estimated $11,200–$33,600 in lost revenue. Deploying Felicia (AI missed-call recovery) remains the single highest-leverage priority on the table.

Total Real Leads

831

+6.1% vs June

Highest volume to date

Real CPL

$12.47

Improved 9.6%

New all-time low

Google Ad Spend

$10.4K

-$438 vs June

Lower spend, more leads

Phone Calls

441

+10.0% vs June

All-time record high

Section 02

2026 Trajectory Overview

Seven consecutive months of growth — every single month has broken the prior record.

330

377

615

690

736

783

831

JanFebMarAprMayJunJul

Seven consecutive months of growth. Total lead volume has scaled from 330 in January to 831 in July — a 152% increase in seven months. We are now processing over 26.8 highly-qualified leads per day across all channels.

Section 03

Lead Source Breakdown

Analyzing the exact source channels for the 831 leads generated in July.

Distribution by Channel

Phone Calls (441)

Web Forms (373)

SMS (17)

Touchpoint Summary

Source	Volume	% of Total	vs June
Phone Calls	441	53.1%	+10.0%
Web Forms	373	44.9%	+1.4%
SMS Messages	17	2.0%	+21.4%
TOTAL	831	100%	+6.1%

Record web form month. 373 forms in a single month (12+/day), including inbound callback-request leads folded into the total. Combined with calls, our two primary channels are running nearly at parity.

Section 04

Real Cost per Lead Calculation

We spent $438 less than June, yet generated 48 more real leads. The compounding efficiency curve continues.

Total Ad Spend (Google)

$10,361.75

July 2026

Total Real Leads

831

441 calls + 373 forms + 17 SMS

Real Cost per Lead

$12.47

True blended CPL — July 2026 — New record low

Note on Meta Ads: The Meta (Facebook/Instagram) lead results shown in Section 15 are tracked via a separate conversion pixel and are not yet folded into this blended calculation. We recommend combining both channels into one true total-marketing-CPL starting next month once a full 30-day Meta cycle is available.

Section 05

Google Ads Overview

July 1 – 31, 2026 — $10.36K deployed across search — 7 active campaigns

Total Clicks

825

-2.9% vs June

Tighter, higher-intent targeting

Avg. CPC

$12.56

Slight decrease

Competitive bidding stable

Impression Share

24.57%

Stable MoM

Roguefitness.com share fell 27% to 19%

Optimization Score

63.2%

Down vs 66.6% in June

Several campaigns budget-limited

Spend Efficiency — MoM

Metric	June	July	Change
Ad Spend	$10,800	$10,362	-$438
Ad Clicks	850	825	-25
Total Real Leads	783	831	+48
Real CPL	$13.79	$12.47	-9.6%

Budget Efficiency Insights

Peak efficiency continues. Fourth straight month of falling CPL. We’re spending less, clicking less, but converting more — the algorithm is fully matured on this account.

Competitor weakening. Google’s own account insight flagged that roguefitness.com’s impression share dropped from 27% to 19% month-over-month — while ours held stable near 25%.

Section 06

Campaign Deep Dive

Evaluating performance across all 7 active ad campaigns for July.

Campaign Breakdown

Campaign	Spend	Clicks	CTR
Equipment Assembly	$1,892	228	5.97%
Peloton Movers	$1,824	143	11.83%
Equipment Movers [OLD]	$1,819	101	9.12%
Treadmill Movers	$1,216	87	10.53%
Home Gym Movers	$1,215	79	7.76%
Rogue Movers & Install	$1,199	128	n/a
Elliptical Movers	$1,196	59	n/a
TOTAL	$10,362	825	—

Spend Distribution

Equipment Assembly

$1,892

Peloton Movers

$1,824

Equipment [OLD]

$1,819

Treadmill Movers

$1,216

Home Gym Movers

$1,215

Rogue Movers

$1,199

Elliptical Movers

$1,196

Biggest spend reductions vs prior period: Equipment Assembly -$386 (-16.9%), Rogue Movers -$45 (-3.7%), Elliptical Movers -$38 (-3.1%). Budget is being reallocated toward higher-CTR campaigns.

Section 07

Top Performing Keywords

Highest-value keywords across all campaigns for July.

Keyword	Campaign	Spend	Clicks	CTR	Status
“gym equipment movers near me”	Equipment [OLD]	$20.01	5	50.00%	Elite CTR
“treadmill movers”	Treadmill Movers	$16.98	16	22.22%	Elite CTR
peloton movers	Peloton Movers	$12.76	143	11.90%	Top Volume
gym equipment moving service	Equipment [OLD]	$18.70	8	21.05%	Strong
“home gym movers near me”	Home Gym Movers	$10.15	1	20.00%	Strong
home gym assembly service	Equipment Assembly	$8.89	22	5.24%	Stable
moving elliptical upstairs	Elliptical Movers	$24.86	17	11.89%	Strong
Rogue home gym setup	Rogue Movers & Install	$9.68	100	3.22%	Monitor CTR
Rogue equipment assembly service	Rogue Movers & Install	$8.25	28	2.00%	Low CTR

Rogue Movers still lagging on CTR. Both Rogue keywords remain under 4% CTR despite high click volume (128 combined clicks) — this campaign is generating cost without matching engagement. Continue negative-keyword cleanup in August.

Section 08

Devices & Auction Dominance

Account-wide device performance and competitive marketplace positioning.

Device Performance (Account-Wide)

Mobile — 68.9% cost / 72.2% clicks

Desktop — 30.3% cost / 26.5% clicks

Tablet — 0.7% cost / 1.1% clicks

Auction Insights — Competitive Shift

Stable share, weakening rival. Fit Movers 123’s impression share held near 25% while roguefitness.com’s impression share fell from 27% to 19% — a meaningful shift in relative competitive position this month.

Keyword-level gains. On “Rogue equipment assembly service,” our impression share rose from 14% to 16% — while roguefitness.com’s share on that exact keyword also grew, from 22% to 26%. Even as we gain ground account-wide, this specific competitor is still out-pacing us on this one high-value term. Worth a focused push in August.

Section 09

Phone Analytics

July 1 – 31, 2026 — 800.com Call Tracking Dashboard — (866) 4-FITMOVE

Total Calls

441

+10.0% vs June

First time crossing 440

Unique Callers

332

+11.0% vs June

Continued new-buyer growth

Missed Calls

128

+20.8% — record leakage

29.0% of all calls unanswered

Avg. Duration

50s

-9.1% vs June

Slightly shorter conversations

Call Volume — July Daily Trend

Jul 1Jul 4Jul 7Jul 10Jul 13Jul 17Jul 20Jul 23Jul 27Jul 29Jul 31

Peak call day landed mid-month (around Jul 17), consistent with prior months’ pattern of a single high-volume spike day.

SMS Messages

Inbound text messages

SMS holding steady. 17 inbound texts vs 14 in June (+21.4%). Once Felicia’s automated missed-call text-back is deployed, this channel should absorb a meaningful share of the 128 currently-missed calls.

YoY note: July 2025 saw 54 messages vs this July’s 17 (-68.5%). This reflects a shift in channel mix, not a decline in lead flow — total real leads are up 112% YoY.

Sections 10 & 11

YoY Growth & The Revenue Leak

Year-over-year comparison and the rising cost of missed calls.

Total Calls

209 (2025 actual)

441

+112% YoY

Unique Callers

157 (2025 actual)

332

+112% YoY

Missed Calls

63 (2025 actual)

128

+104% YoY

July 2026 calls are up 112% vs July 2025. We are generating more than double the call volume from exactly one year ago — but missed calls have also grown 104% YoY, confirming this is now a systemic operational bottleneck.

128 Leads Ignored — Second Straight Month of Rising Leakage

Call volume broke 440 for the first time, but human bandwidth hasn’t kept pace. 29.0% of all calls (128 total) went unanswered in July — up from 26.4% in June. Without an instant text-back system, the majority of these callers are dialing the next ad on Google within minutes.

Conservative Estimate of Lost Revenue

$11,200 — $33,600

(Based on $350 avg job at a 25% to 75% close rate)

Section 12

Priority Fix: Deploy “Felicia” (AI Office Agent)

This is now a two-month trend, not a one-time spike. Deploying the AI missed-call recovery workflow is the single highest-leverage action available for August.

SMS Auto-Reply

If a call goes unanswered, Felicia immediately texts:

“Hi! This is Fit Movers 123. Sorry we missed your call! What fitness equipment are you looking to move?”

Stops Competitor Outreach

When prospects get a text back within 45 seconds, they stop searching for other companies. With 128 missed calls this month alone, even a 20% recovery rate would add ~26 additional booked jobs.

Section 13

The AI Solution: Seamless Email Integration

Illustrative example of the missed-call-to-email workflow once Felicia is deployed.

From: felicia@fitmovers123.com
To: hello@fitmovers123.com
Subject: AI Lead Captured — John Smith (Relocation Quote)

Hi Anthony,

I just captured a missed-call prospect via SMS auto-reply. Here are the job parameters:

Name: John Smith
Phone: +1 (917) 555-0199
Equipment: Peloton Bike, Functional Trainer
Pickup Zip: NJ (Ground Floor)
Dropoff Zip: NY 10021 (2nd Floor - Stairs)

Anthony’s Action: Call John to provide the final price and close the booking!

Section 14

Website Form Inquiries

Evaluating the 373 web form inquiries processed through Gmail in July — an all-time record.

Web Forms

373

+1.4% vs June

Highest form volume ever

Daily Average

12.0

Consistent intake

Forms per day

Form Share

44.9%

Share of mix

Near-parity with calls

Form Value Proposition

Pre-Qualified Data: Web forms capture equipment type, stairs, and pickup/dropoff zips before the phone ever rings, letting the team estimate jobs instantly.

Algorithmic Fuel: 373 verified conversion signals sent back to Google this month — the single largest contributor to July’s record-low $12.47 CPL.

Sample Inquiries — July Intake

“Requesting all-inclusive white-glove quote for a Nautilus Leverage Chest Press delivery — Naples, FL”

“Need info to relocate a Peloton Tread”

“Elliptical machine move — ground floor to basement, Princeton NJ”

“Move six pieces of commercial gym equipment — Sherman/Gaylordsville, incl. treadmill, leg press, squat rack, four Hoist machines”

New lead type identified: Two “[Callback Request]” leads were captured this month via a third-party lead integration (equipment installation & repair inquiries) and have been folded into the 373 total web form count above.

Section 15 — NEW

Meta Ads Overview (Facebook & Instagram)

June 15 – July 31, 2026 — approx. $1,000/mo budget — 5 active ad creatives across 3 ad sets

How to Read These Numbers (Display Ads vs. Google Search Ads): Unlike Google Search — where someone actively types “gym equipment movers near me” because they need you right now — Meta ads are display ads. People scrolling their feed aren’t searching for a mover; the ad interrupts their day. That changes how each number should be read.

Impressions and Reach matter more here — every appearance builds brand recognition. Lower CTR is normal; 0.7% to 1.3% is solid for display ads versus 3 to 10%+ on Google Search. Frequency above 3 to 4x signals fatigue. Results are completed quote-request form submissions via Meta Pixel.

Total Spend

$1,719.54

Jun 15 – Jul 31 — approx. 6.5 weeks

Total Impressions

67,612

Times ads were displayed

Total Reach

34,068

Unique people who saw an ad

Total Link Clicks

658

Clicks through to website

Blended CTR

0.97%

Healthy for display ads

Avg. Frequency

1.98x

No fatigue signals yet

Total Results

Quote requests submitted

Blended Cost/Result

$63.69

Blended CPC: $2.61

Section 15 — Part 1

Ad Creative Performance — Detail

AD CREATIVEimg_crush_treadmill_pain — Upload image here

Crush Treadmill Pain

dont_let_this_happen_to_you_fb — Active

Most Results

Impressions

21,482

Reach

10,671

Frequency

2.01x

Amount Spent

$612.76

Link Clicks

204

CTR

0.95%

Cost / Click

$3.00

Cost / Result

$47.14

Shown 21,482 times to 10,671 unique people. 204 clicks (0.95% CTR) at $3.00/click. 13 completed a quote request at $47.14 each — highest raw lead volume. Quality Ranking flagged “Below Average” — a refresh could lower costs.

Reactions: 15Saves: 1Shares: 4Likes: 7Results: 13

AD CREATIVEimg_found_marketplace_deal — Upload image here

Found Marketplace Deal

marketplace_gym_gear — Active

Impressions

14,940

Reach

6,345

Frequency

2.35x

Amount Spent

$320.99

Link Clicks

118

CTR

0.79%

Cost / Click

$2.72

Cost / Result

$64.20

Highest repeat-exposure (2.35x) — watch for fatigue if scaled. 118 clicks (0.79% CTR) at $2.72/click. 5 quote requests at $64.20 each.

Reactions: 12Saves: 6Shares: 4Likes: 3Results: 5

Section 15 — Part 2

Ad Creative Performance — Detail (Cont.)

AD CREATIVEimg_found_marketplace_deal_2 — Upload image here

Found Marketplace Deal (V2)

marketplace_gym_gear — Active

Best CTR

Impressions

12,810

Reach

7,712

Frequency

1.66x

Amount Spent

$284.39

Link Clicks

167

CTR

1.30%

Cost / Click

$1.70

Cost / Result

$71.10

Best CTR in the account (1.30%) at the lowest cost-per-click ($1.70). However, only 4 conversions — pair with a sharper landing page or CTA to convert more of its cheap traffic.

Reactions: 15Comments: 1Saves: 6Shares: 3Likes: 3Results: 4

AD CREATIVEtight_squeeze_we_got_the_expertise — Upload image here

Tight Squeeze? We Got the Expertise

general_gym_moving_fb — Active

Best Cost/Result

Impressions

6,598

Reach

3,568

Frequency

1.85x

Amount Spent

$137.27

Link Clicks

CTR

0.89%

Cost / Click

$2.33

Cost / Result

$45.76

Smallest-spend ad but most efficient: $45.76 per completed quote request — best cost-per-lead. Deserves a larger share of next month’s budget.

Reactions: 8Saves: 5Shares: 1Likes: 2Results: 3

Section 15 — Part 3

Ad 5, Rollup & Recommendations

AD CREATIVEfrom_boxes_to_bench_press — Upload image here

From Boxes to Bench Press

general_gym_moving_fb — Active

Weakest

Impressions

11,782

Reach

5,772

Frequency

2.04x

Amount Spent

$364.13

Link Clicks

110

CTR

0.93%

Cost / Click

$3.31

Cost / Result

$182.07

Only 2 conversions at $182.07 per result — nearly 3x the account average. Recommend pausing or substantially refreshing this creative in August.

Reactions: 9Comments: 1Shares: 2Likes: 2Results: 2

Ad Set Rollup

Ad Set	Ads	Spend	Imp.	Reach	Clicks	Results	Cost/Result
dont_let_this_happen_to_you_fb	1	$612.76	21,482	10,671	204	13	$47.14
marketplace_gym_gear	2	$605.38	27,750	14,057	285	9	$67.26
general_gym_moving_fb	2	$501.40	18,380	9,340	169	5	$100.28
TOTAL	5	$1,719.54	67,612	34,068	658	27	$63.69

What This Means

Brand exposure at scale: approx. $1,000/mo reached 34,000+ unique people in the tri-state area — the awareness layer Google Search can’t buy.

Direct-response results: 27 completed quote requests at $63.69 blended cost-per-result. Every one is a real name, phone number, and job detail.

August Recommendations

Scale the winner: “Tight Squeeze” produced the lowest cost-per-result ($45.76) on the smallest budget.

Fix or cut the laggard: “From Boxes to Bench Press” cost approx. 4x more per result. Recommend a creative refresh or budget reallocation.

Section 16

SEO & Rankings — Ahrefs Snapshot

Organic keyword ranking data pulled directly from Ahrefs — Pull date: Aug 13, 2026 — 125 keywords tracked in positions 1 to 20

Total Tracked Keywords

125

Positions 1 to 20, continuous 6-month growth

New Keywords This Period

20+

Marked New in Ahrefs export

Trend Direction

Steady climb since March 2026

Sustained organic momentum. The Ahrefs organic keyword area chart shows uninterrupted growth in ranked keywords across positions 1 to 3, 4 to 10, and 11 to 20 from March through August 2026 — no plateau or decline at any point in the 6-month window.

Section 17

SEO Keyword & URL Mapping — Top Movers

Highest-confidence position gains from the July Ahrefs export.

Keyword	Position	Change	Volume/mo	Destination URL
gym movers	#4	+4	300	/service-area/massachusetts
peloton movers	#2	+6	90	/brands/peloton
fit movers	#3	+3	150	fitmovers123.com/
fitness equipment mover	#3	+7	40	/service-area/pennsylvania
peloton assembly service	#1	+8	20	/brands/peloton
commercial gym equipment movers	#1	+7	4	fitmovers123.com/
moving gym equipment near me	#1	+1	20	/equipment-type/smith-machines
who buys used exercise equipment	#1	+2	60	/used-gym-equipment
transport gym equipment	#1	+5	10	/services
squat machine with chain	#1 New	New	20	/equipment-type/weight-machines
fitness equipment manufacturers	#1 New	New	150	/brands/technogym

Watch List — Lost Rankings: A handful of previously-ranked terms dropped off this period, including treadmill movers near me, gym equipment movers, fitness equipment moving company, and nordictrack assembly service. Recommend a content refresh on these pages in August to recover position.

Section 18

Growth Trajectory & Projections

Seven consecutive record months. Pacing July actuals into full-year 2026 predictions.

2026 Projections — Post July

Metric	Jan–Jun Avg	July Actual	New 2026 Pace
Monthly Calls	307	441	5,300+ /yr
Monthly Web Forms	261	373	4,500+ /yr
Monthly Total Leads	589	831	10,000+ /yr

Crossed the 10,000/yr pace threshold for the first time. Growth is not just continuing — it’s accelerating.

Cost Per Lead Trend

Month	Spend	Leads	Real CPL
May 2026	$11,200	736	$15.22
June 2026	$10,800	783	$13.79
July 2026	$10,362	831	$12.47

Fourth straight month of CPL decline — down 9.6% this month, hitting an all-time low of $12.47 while simultaneously breaking the lead volume record.

Section 19

Digital Assets (The Bricks & Materials)

One-time investments that build your permanent digital infrastructure and authority.

Asset Class	Pricing	Deliverables & Impact
Graphic Design Pack	$250 / pack	5 custom branded graphics per pack. Used for social media, ads, Google Maps posts, or email newsletters.
Video Editing / Production	$750 / video	High-conversion video ad or content piece. Essential for YouTube Ads or Meta Video campaigns.
Email Newsletter Campaign	$375 / pack	5 strategically written email blasts. Requires a graphic pack if a visual layout is needed.
Strategic Blog Posts	$250 each	Hyper-targeted SEO articles. Drives engagement, fuels internal linking, and cross-posts to social.
Conversion Landing Pages	$750 each	Custom-built, conversion-optimized landing pages. ADA, cookie-consent, and privacy-policy compliant.

Section 20

Monthly Infrastructure Subscriptions

The software, hosting, and platform tools required to keep the business operational and ranking.

Platform / Infrastructure	Monthly Fee	Description & Status
Hosting & E-Commerce	$250/mo	Website hosting, SSL, server maintenance. Base $100 for up to 100 pages; account exceeds 100 pages plus e-commerce.
Google Ads Subscription	$500/mo	Covers Google Ads integration up to $10K spend and 10 campaigns. Currently 7 campaigns at approx. $10.36K.
Meta & Instagram Ads Subscription	$500/mo	Covers Meta Ads integration up to $10K spend and 10 campaigns. Currently approx. $1,000/mo across 5 creatives.
Google Maps / Reviews / Posting	$250/mo	Manages GBP listing, syndicates reviews, handles map pack updates.
SEO Subscription	$500/mo	Technical SEO auditing, broken link resolution, keyword tracking and indexing, on-page optimization.

Total Monthly Infrastructure Subscriptions$2,000 / month

Section 21

Fractional CTO, CMO & COO Packages

All tiers grant access to full CMO, CTO, and COO expertise. The tier dictates how much time is dedicated to execute, systemize, and automate operations.

RECOMMENDED

Tier 1 — The CTO Foundation

$1,000/mo

Setup of digital assets and systems at a lower time commitment level.

Active Fractional Leadership
Systemization and Automation oversight
1 Meeting per month
Foundation for future scale

Tier 2 — The CMO Engine

$2,500/mo

Advanced marketing strategy, interwoven digital assets, and long-term ecosystem building.

Everything in Tier 1
Advanced marketing strategy
2 Meetings per month
Felicia AI and CRM automation

Tier 3 — The COO Integration

$5,000/mo

Intensive daily involvement in day-to-day operations and high-tier operational responsibilities.

Everything in Tiers 1 and 2
Close day-to-day involvement
4 Meetings per month
Full workflow and staff coaching

Tier 4 — Custom Path

Personalized Retainer

Tailored around unique business needs, special projects, or specific operational bottlenecks. Flexible commitment — personalized deliverables — custom meeting schedule — contact to discuss.

Seven Months. Zero Plateaus.

Over seven consecutive months, marketing and systems architecture has scaled this business from 330 to 831 leads a month. CPL has fallen to a record $12.47, organic rankings continue climbing (125 tracked keywords and growing), and Meta Ads is now live — reaching 34,068 unique people and generating 27 additional quote requests since launch on June 15.

The single biggest opportunity heading into August: 128 missed calls represent thousands of dollars in recoverable revenue. Deploying Felicia, cleaning up Rogue Movers’ CTR, scaling the top-performing Meta creative, and fully integrating Meta into blended CPL reporting are the four priorities that convert this record-breaking volume into record-breaking revenue.

Gym Spotter Agency — July 2026

Fit Movers 123 — Monthly Business Analytics Report — July 2026 — Confidential — Gym Spotter Agency