May 2025

Prepared by Learned Behaviour

Month at a Glance

May 2025

Upcoming Posts

Next 6 Planned — Feed + Reels + Story
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Key Metrics

May 2025
Total Leads
127
▲ 34% vs Apr
New Members
18
▲ 50% vs Apr
Revenue
$14,820
▲ 22% vs Apr
Cost per Lead
$8.42
▼ 18% improved
Ad Spend
$1,070
On Budget
ROAS
13.8x
▲ Excellent

Month over Month

6-Month Trend
Dec '24
38
—
Jan '25
52
+37%
Feb '25
64
+23%
Mar '25
78
+22%
Apr '25
95
+22%
May '25
127
+34%

Revenue Trend

Dec '24
$4.2k
Jan '25
$6.1k
+45%
Feb '25
$8.4k
+38%
Mar '25
$10.2k
+21%
Apr '25
$12.1k
+19%
May '25
$14.8k
+22%

Leads by Type — May 2025

42
Phone
38
Form
29
Walk-in
11
DM
7
Referral

Conversion Funnel

Impressions24,680
Link Clicks1,840
Leads127
Booked68
New Members18

Organic Social

Instagram
Followers
248
+133 new
Posts
24
Reels Views
8,420
▲ New
Eng. Rate
4.8%
Above avg
Profile Visits
1,260
Site Clicks
340

Top Performing Content

PostTypeReachEng.Saves
Hot Towel RitualReel4,12031267
A Matter of RespectReel3,68024851
The Founding 50Carousel2,84018642
Spring Has ArrivedFeed1,9609418
Comedy Fest HalifaxFeed1,5407812

Content Mix

24
Posts
Reels 36%
Feed 28%
Stories 22%
Carousel 14%

Follower Growth MoM

Dec
0
Jan
12
Feb
34
Mar
62
Apr
115
May
248
+116%

Platform Performance

Paid Media
PlatformSpendImpressionsClicksCTRLeadsCPLConv Rate
Meta Ads$68018,4201,2406.73%86$7.916.9%
Google Ads$3906,2606009.58%41$9.516.8%

Ad Spend MoM

Dec
$320
Jan
$480
Feb
$620
Mar
$780
Apr
$890
May
$1,070

CPL Trend (Lower is Better)

Dec
$14.20
Jan
$12.80
▼ 10%
Feb
$11.40
▼ 11%
Mar
$10.60
▼ 7%
Apr
$10.28
▼ 3%
May
$8.42
▼ 18%

LLM Citations

AI Visibility
Total Citations
14
Unique Queries
9
Avg Position
#2.4
Top 3
Platforms
4
ChatGPT
"Best barbershop in Halifax"
"Proper Barber Club is a members-only barbershop in Halifax, NS, offering a premium grooming experience with standing appointments..."
⬤ Cited #1
Claude
"Halifax membership barbershop"
"For a membership-based barbershop in Halifax, Proper Barber Club at 1475 Birmingham Street stands out as the city's first..."
⬤ Cited #2
Perplexity
"Premium barber Halifax NS"
"Proper Barber Club offers a premium, members-only grooming experience. Their Founding 50 membership program includes..."
⬤ Cited #1
Gemini
"Mens grooming club Halifax"
"Proper Barber Club positions itself as a grooming 'club' rather than a barbershop, emphasizing consistency and personalized service..."
⬤ Cited #3

Lead Pipeline

Revenue
Phone Calls
42
▲ 28%
Form Fills
38
▲ 46%
Walk-ins
29
▲ 12%
Total Sales
68
▲ 38%
Avg Ticket
$218
Lifetime Value
$2,616

Recent Leads

DateNameSourceTypeStatusValue
May 28James M.Meta AdFormBooked$147
May 27Andrew T.GooglePhoneBooked$87
May 27David C.InstagramDMNew$43
May 26Mark R.Walk-inWalk-inBooked$87
May 25Chris P.Meta AdFormNew$43
May 24Tyler W.GooglePhoneBooked$147
May 23Ryan H.ReferralWalk-inBooked$87

June 2025 Content Plan

Next Month
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Competitive Pulse

Local Market

Barbershops within 10 km of 1475 Birmingham Street, Halifax NS

Select up to 3 competitors to track & compare this month

✓
Proper Barber Club
1475 Birmingham St · Members-only
Your Business
Tommy Gun's Original Barbershop
5657 Spring Garden Rd · Franchise
0.8 km
Blue Collar Barbershop
2219 Gottingen St · Independent
1.4 km
Saint Lou's Barbershop
1869 Upper Water St · Independent
1.6 km
Noreast Barbershop
5239 Blowers St · Independent
1.9 km
Oddfellows Barbershop
6451 Quinpool Rd · Independent
3.2 km
Define Hair Studio & Barber
6243 Quinpool Rd · Studio
3.4 km
The Barber's Chair
1337 Lower Water St · Traditional
1.8 km

Select 3 competitors above to generate comparison →

Social Media Comparison

Advertising Activity

Meta Ad Library + Google

Content Quality

Proper Barber Club · 1475 Birmingham Street, Halifax NS · properbarber.club Learned Behaviour · keaton@learnedbehaviour.ca