Arizona and Nevada

Every Arizona metro booked nothing in 90 days. Phoenix 198 sessions, zero. Mesa, Chandler, Scottsdale and Tucson, zero between them. Every Arizona booking came from a small town: Lake Havasu City, Page, Payson, Globe, Bullhead City, Camp Verde. Nevada is the same shape — Las Vegas converts at 0.5% and Wells at 7.7%. Now look at where the money went: of Arizona's $1,037 in August, Meta put $866 into the Phoenix market and $145 into Tucson. 97.5% of the budget went to the two markets that booked nothing, and under 3% reached the towns that produced all 12 bookings.

Fix Note what did NOT cause this. The campaign targets the whole state, not a metro — Meta concentrated the spend into Phoenix by itself. With no conversion signal it optimises toward cheap reach, and cheap reach lives in the cities. It is the same root cause as the age skew: no signal, so it buys whatever is cheapest. Fixing the Zenoti events is the real answer. In the meantime, splitting the rural markets into their own ad set guarantees them budget instead of leaving it to an algorithm with nothing to go on.

Every live ad in both states sends people to modwella.zenoti.com/webstoreNew/services — a plain list of services with no city on it, no nurse, no local context. In 30 days 1,488 people from these two states landed there. Paid social produced one booking across both states in 90 days.

Fix Point the ads at the state and city pages on the new site, which carry the nurses, the coverage area and the reviews, and hand off to Zenoti at checkout. The site moves next week.

Zenoti's booking page has the Facebook purchase and schedule events switched off, so Meta only ever sees that somebody opened the page. Across every state $19,101 of spend in 30 days produced six purchases Meta can see, and all eleven ad sets sit in a failed learning state.

Fix Two toggles inside Zenoti. Cheapest change on the account and it improves every state. It also means Meta reporting zero purchases here is not proof the ads produced none — it is proof we cannot tell.

Over six months the Arizona profile drew 1,434 views and 7 calls; Nevada drew 1,418 views and 10 calls. Both recorded zero bookings, because Zenoti is not connected to Reserve with Google. Nevada's engagement roughly halved between March and July and its only measurable search term is the word “modwella”. Arizona held steady and peaked in July.

Fix Connect Zenoti to Reserve with Google so the listings can take a booking, and start answering reviews on both profiles.

The Nevada Business Profile publishes its coverage as “Reno, Mesquite and 2 other areas”, so at most four areas cover the state. Las Vegas is the biggest source of Nevada traffic by a distance, though on these corrected numbers it converts poorly — 370 sessions and 2 bookings.

Fix Confirm Las Vegas is one of the four. Cheap to check and cheap to fix, but on the evidence it is a smaller prize than it first looked.