🎯 Awareness
→
🔁 Retarget
→
🧮 Calculator
→
📧 Nurture
→
📞 Sales
1
Awareness — Testimonial Videos
Filter cold audience for commercial recovery room interest
$75/day · Reach
$10,181
Spend
5.48M
Impressions
1.12M
Reach
724K
Video Views
$1.86
CPM
4.9
Frequency
Targeting
| Parameter | Setting |
|---|---|
| Location | Australia (Home + Recent) |
| Age | 25–65 (flexible 25–60) |
| Interests | Health & Wellness, Physical Fitness |
| Education | Fitness & Nutrition majors |
| Work | Gym, Business Owner |
| Advantage+ | Enabled — Meta expands audience |
Ad Creatives (8 videos running)
⭐ TOP PERFORMER
Testimonial 1
Spend: $5,674 · Views: 379K · 56% of campaign spend
Active
Testimonial 2
Spend: $2,372 · Views: 182K
Active
Testimonial 3
Spend: $1,089 · Views: 84K
Active
Testimonial 4
Spend: $276 · Views: 28K
Active
Testimonial 5
Spend: $632 · Views: 42K
New
Testimonial 6
Minimal spend · New — insufficient data
Lowest performer
Educational
Spend: $128 · Views: 8K · Replaced
Primary Text (all awareness ads)
"Commercial Grade Ice Bath Chillers — Guaranteed to handle Australian Summers"
How it filters
This stage isn't about brand building — it's a qualifying filter. Commercial recovery room operators watch these videos. Home users scroll past. Only people who watch 50%+ of a testimonial video qualify for the retarget audience. That's the filter working.
CTA: Learn More
Destination: Calculator page
Platform: Facebook + Instagram
2
Lead Gen — Convert Qualified Prospects
Two campaigns running simultaneously — broad cold + retarget from awareness
$200/day combined · Leads
$2,022
Combined Spend
3.27%
Best CTR
$89
Best Monthly CPL
$109
Avg CPL (Meta)
17
Tracked Leads
~57%
Untracked (pixel gap)
Two Lead Gen Campaigns Running
A. TOFU Lead Gen (Cold Broad)
Broad targeting, no interest filters. Lets Advantage+ find commercial prospects.
$1,849
Spend
3.27%
CTR
$89
Best CPL
PAUSED
Status
Targeting: Age 18–65 · Australia · No interest targeting · Advantage+ only
Why it won: Broader age + no interest restrictions = Meta finds more commercial prospects
Why it won: Broader age + no interest restrictions = Meta finds more commercial prospects
B. Lead Campaign [Re-Target]
Retargets people who watched 50%+ of testimonial videos. Highly engaged but tiny pool.
$275
Spend
5.19%
CTR (highest)
$0.87
CPC (cheapest)
~1,000
Audience Size
Ad Creatives
⭐ BEST PERFORMER
Dynamic V1 — Lead Gen
17 leads at $102 CPL · 3.29% CTR · Runs in 3 campaigns
Active
Dynamic V2 — Lead Gen
Same copy as V1, different video · Used as test variation
Primary Text — Dynamic V1 & V2
"Is your chiller ready for back-to-back sessions this summer?When the saunas are running, the plunge pools are full, and the bookings don't stop, weak systems start to fade.
They struggle to recover between sessions, and by midday your 'ice bath' is sitting at 15° and your clients are walking back out the door.
That's because most chillers are built for small, low-use setups, not recovery rooms doing serious volume.
That's why we built Bergs chillers for nonstop performance.
Dual compressors, split-system design, industrial-grade parts, all engineered to hold 5°C water all day, even when it's 50° outside.
You keep the schedule full. We'll keep it cold.
Grab your quote today."
⚠️ Gap: Retarget uses identical creative to lead gen
The retarget campaign sends the same video and same copy to people who've already seen it. Retarget should use different angles — case studies, ROI data, objection handlers. Fixing this alone could unlock the retarget audience.
CTA: Learn More
Destination: Calculator
Objective: Offsite Conversions (Lead)
3
Calculator — Lead Capture
bergsrecovery.com/pages/heat-load-calculator
Landing Page
455+
Total Leads Captured
198
Meta Tracked (57% gap)
10,647
Landing Page Views
$109.53
Real CPL
What the calculator captures
| Field | Type |
|---|---|
| Name + Email | Required — goes to Close CRM |
| Pool Size | Slider: 300L → 8,000L |
| Desired Temperature | Slider: 5°C → 15°C |
| Users per Day | Slider: 1 → 400 |
| Number of Pools | Select: 1–6 |
| Sauna Contrast | Toggle: Yes/No |
| Chiller Recommendation | Auto-generated based on inputs |
The pixel problem
The calculator captures 455+ leads. The Meta pixel only tracks 198. That's a 57% tracking gap — Meta's algorithm is working blind. The pixel doesn't fire a Lead event when the form submits. Fixing this is the single highest-impact change available.
The "How It Works" page (V2)
A new multi-step educational page is built and ready to install on Shopify. After someone submits the calculator, they can optionally go deeper — learn how the full system comes together (tubs, chiller, filtration). Positions Bergs as the guide, not just a chiller seller. Retrofitting the calculator as Step 1, "How It Works" as Step 2 — non-binding, value-add.
What happens after submit
1
Lead lands in Close CRM
Name, email, phone, pool size, temp, swimmers, sauna, chiller recommendation
Trigger: Form submission
2
Sales Manager receives alert
Weekday hourly engagement check — new leads flagged for follow-up
Trigger: Hourly Mon–Fri 7AM–4PM
3
Email nurture sequence fires
Close CRM sends 7-email warmup sequence to new calculator leads
Trigger: New lead created
4
Nurture — Email Sequences
Close CRM (primary) + Kit/ConvertKit (newsletter)
Automated
Two email systems running
Close CRM handles the lead nurture sequence (7-email warmup for new calculator leads). Kit (ConvertKit) handles the newsletter broadcast. The Sales Manager agent drafts and manages both.
Close CRM — Lead Nurture Sequence (7 Emails)
1
Welcome — "Here are the numbers"
Introduces Bergs, shares relevant case study (Roar Active or Powerhouse)
Sent: Immediately on lead capture
2
Problem awareness — "Why chillers fail"
Educates on ambient temp, spec sheet vs real world, why most chillers struggle in summer
Sent: Day 2
3
Social proof — Second case study
Different facility type, different problem solved, testimonial angle
Sent: Day 4
4
Objection handling — "Is it worth it?"
Addresses cost, ROI, payback period for commercial recovery rooms
Sent: Day 7
5
Trust builder — How Bergs is different
Australian-made, industrial-grade, split system design, guarantee
Sent: Day 10
6
CTA — "Let's talk"
Soft close — offer to jump on a call, direct line to James
Sent: Day 14
7
Final — "Warmed Up" broadcast
Case study recap + limited-time or urgency element if applicable
Sent: Day 21
Kit (ConvertKit) — Weekly Newsletter
📧
Weekly newsletter
Content God produces scripts from each Reel — each topic gets an email version. Newsletter goes to the broader Kit subscriber list. Topics: recovery room insights, industry trends, customer stories, seasonal content.
Sent: Weekly
⚠️ Gap: Email copy ownership split
Content God has ~25 email templates in Close CRM but zero involvement in the actual send. Sales Manager sends them without Content God's input. Best fix: Content God owns the full email strategy — each Reel topic becomes an email, each email sequence gets a review. Newsletter and nurture should be unified under one agent.
5
Sales — James Closes the Deal
Direct outreach, calls, proposals
Manual
~90
Opt In Leads
0
Interested (flagged)
0
Qualified
710
IG Chats Leads (uncontacted)
🔴 Critical gap: Pipeline is stalling at Opt In
~710 leads from Instagram Chats were added to Close CRM but have never been contacted. The funnel is bringing leads in — but the sales stage is not moving them forward. Pipeline check cron (Tue/Fri 10AM) is erroring and hasn't been flagging stalled leads properly. This is the biggest conversion bottleneck in the funnel right now.
The sales process
James reviews incoming leads, calls or emails directly, sends custom proposals. Average deal size is commercial — recovery rooms, gyms, sports facilities, health clubs. The sales cycle is longer because it's B2B equipment, not a consumer purchase.
Direct: james@bergsrecovery.com
Phone: 0439 393 402
Close CRM lead management
The Complete Funnel — At a Glance
| Stage | What happens | Who does it | CPL / Cost |
|---|---|---|---|
| 1. Awareness | Testimonial videos → filter for commercial interest | Meta Ads | $75/day · $1.86 CPM |
| 2. Lead Gen | Dynamic V1/V2 ads → cold + retarget → calculator | Meta Ads | $200/day combined · $89–$109 CPL |
| 3. Capture | Calculator → lead lands in Close CRM | Shopify + Close API | $109.53 real CPL |
| 4. Nurture | 7-email warmup sequence + weekly newsletter | Sales Manager + Content God | Automated |
| 5. Sales | Call, proposal, close | James | — |
!
Known Funnel Gaps — Priority Order
What to fix to improve conversion
| # | Gap | Impact | Difficulty |
|---|---|---|---|
| 1 | Pixel not firing Lead event — Meta sees 198 leads instead of 455+. Algorithm works blind. | 🔴 Critical | Easy fix |
| 2 | 710 Instagram Chats leads uncontacted — massive pipeline, nobody calling. | 🔴 Critical | Needs Sales Manager fix |
| 3 | Retarget uses same creative as lead gen — no differentiation for warm audience. | 🟡 High | Medium — needs new ad creatives |
| 4 | Pipeline check cron erroring — Tue/Fri lead checks not running. | 🟡 High | Fix the cron |
| 5 | Email/nurture ownership split — Content God has templates, Sales Manager sends without coordination. | 🟡 Medium | Easy process fix |
| 6 | Broader targeting wins — Original lead gen (18–65, no interests) beat Copy campaign (25–65). Reset to broad by default. | 🟢 Quick win | Campaign setting |