What a Lead Number Still Hides Once the Period Is Added

A period makes a number readable, not verifiable. Oleksandr Koliesnikov has now supplied dates for the paid lead generation figures he reports from 2024, and the difference is immediate: a budget becomes a season, a peak becomes a month, a conversion rate becomes a year of work across named markets. What the dates do not supply is the base, and the base is the second half of any operating number.

The short reading is this. The figures below describe a continuously funded programme running across ten Canadian cities through 2024, with each market configured separately and the work on each enquiry continuing well outside the ad account. The absolute counts behind the percentages stay closed, and no figure here has been checked by anyone other than the person who ran the accounts.

The calendar is the most informative column

Naming the months does more work here than naming the total, because the months describe a shape. The peak sits in May, June and July, disappears in August, and returns in September and October, which is the ordinary rhythm of a trade that installs things into buildings while the weather allows it. A single lifetime total would have hidden that shape completely, and a reader would have had no way to tell an intense quarter from a patient year.

The floor matters just as much as the peak. A programme that never spends below six figures in a month, even in its quiet months, is not a campaign that gets switched on for a season; it is a fixed cost that the receiving side of the business has to be built around. That distinction changes who needs to be employed, how quickly enquiries have to be answered, and what happens to cash flow between an ad invoice and a completed job.

The peak figure has one legitimate use, which is capacity planning. It marks the highest inbound day the system was observed to produce across ten cities at once, and it should never be read as a steady average, because a peak that repeats is called a run rate and would be reported differently.

One denominator holds three of these numbers

Koliesnikov defines the enquiry narrowly, and the definition is stricter about language than most operating reports manage. An enquiry counted here had passed a first technical check: a plausible name and a working phone number or email address. It had not been qualified by a sales team, and it carried no assessment of budget, intent or readiness to buy.

That single definition governs three separate figures. The daily peak counts technically checked enquiries. The cost of about CAD 35 is the price of one of them. The appointment rate of roughly 30% takes them as its denominator, so it describes how many contactable people agreed to a meeting rather than how many buyers were persuaded.

Reading it any other way inflates the claim. A booked appointment is not a sale, and Koliesnikov is explicit that his responsibility ended at the appointment: the later stages of the customer record and the completed sales were outside his access. A buyer evaluating this work should therefore ask its questions stage by stage, because the same three figures answer three different operational questions and combine into none.

What a period still does not give you

The absolute counts remain closed, and that limit is a real one rather than a formality. Without the number of enquiries behind the appointment share, a reader cannot judge how stable that share is, and a percentage drawn from a large flow behaves very differently from the same percentage drawn from a thin one. Koliesnikov withholds those totals under confidentiality obligations to a former employer, which is a legitimate reason and still leaves the reader where it leaves them.

None of the paid figures has been verified by anyone outside the accounts that produced them. This is the ordinary condition of operating data, and it is worth stating plainly rather than dressing up, because the alternative is to treat a supplied figure as an audited one.

The public case sits at a different level of measurement

MGM Heating and Cooling is a separate story with a separate unit of measurement. The site was completed in July 2025 and search work began in late November 2025, and the Search Console screenshot that reports 57.4 thousand impressions and 135 organic clicks was taken in April 2026. The interface displays growth of 69% and 25% beside those totals without showing which window it compared, so the percentages cannot be attached to a period chosen by anyone reading them.

The ratio between the two, about 0.24%, belongs next to both figures and nowhere else. It should not be set against the cost per enquiry or the appointment rate, which begin later in a different funnel and answer different questions, and the mix of queries behind an impression affects what a click through rate even means.

Three questions survive all of this, and they are the ones worth carrying into any set of operating numbers you are shown. Over what period was it measured, against what base, and who other than the operator has seen it. Koliesnikov has now answered the first for his own figures. The second is answered narrowly and honestly, and the third stays open.

Updated 2026-08-25.