The problem
Removal firms often pay for leads from several places: lead sites, online ads and directories. Each sends inquiries, but some rarely book. If one source costs $399£300€357A$576C$564 a month and brings 1 booked move at $665£500€595A$960C$940 that's $200£150€179A$288C$282 of profit at a 30% margin for $399£300€357A$576C$564 of spend, and without the figures side by side it keeps renewing.
What the AI does
Export 6 months of inquiries from your job system or inquiry log with the source, date, quoted value and whether it booked, and delete customer names and addresses. Add a small table of what each source cost each month. Upload both to ChatGPT and ask for inquiries, bookings, booked value and cost per booked move by source, with a chart. Its data analysis runs the sums in Python, so you can check the method. Full data analysis is on Go (about $9£7€8A$13C$13 a month) and above.
A worked example
A three-van removal firm in Northampton spends about $1,197£900€1,071A$1,728C$1,692 a month across 2 lead sites and online ads. ChatGPT shows one lead site costing $399£300€357A$576C$564 a month brings about 1 booked move a month at $665£500€595A$960C$940.
Before
$399£300€357A$576C$564 a month on a lead site that books 1 move: $200£150€179A$288C$282 profit, so $200£150€179A$288C$282 a month lost
After
That site dropped and the $399£300€357A$576C$564 kept, with the other sources unchanged
What it's worth
About $200£150€179A$288C$282 a month better off, against about $9£7€8A$13C$13 for ChatGPT Go. Dropping a $399£300€357A$576C$564-a-month source that books 1 move at $665£500€595A$960C$940 gives up about $200£150€179A$288C$282 of profit at an assumed 30% margin, so the firm keeps $200£150€179A$288C$282 net.
How to set it up
- Export 6 months of inquiries with source, date, quoted value and booked yes or no. Delete names, phone numbers and addresses.
- Make a small table of what each source cost each month, from your invoices.
- In ChatGPT Go (€8, about $9£7€8A$13C$13 a month) or above, upload both and ask: 'For each source, show inquiries, bookings, booked value and cost per booked move by month. Chart cost per booked move.'
- Check one source by hand against your invoices and diary.
- Pause the weakest source for a trial month, keep logging the source of every inquiry, and run the check again.
What goes wrong
- It only works if every inquiry has a source. Ask 'where did you find us?' on every call and form.
- Some sources bring big moves or repeat business later. Look at booked value, not just the count.
- Six months can include an odd month, such as a quiet January. Compare like with like.
- Free data analysis is limited. Go and Plus are personal plans: turn off 'Improve the model for everyone' in Data Controls if you don't want your data used for training.