Paid traffic management for home service companies.

Your maximum isn't one number, it's a small grid: service lines down the side, channels across the top. A search lead where the customer found you specifically might convert at 60%; the same trade's lead from a shared marketplace might convert at 20%, because two competitors got there first. Those two leads are not worth the same money, and paying the same for both is a straightforward error. So we compute a ceiling per channel per service line before a campaign goes live — and we never let two numbers sit next to each other in a report unless they count the same event. A marketplace “contact” and a Local Services Ads lead are not comparable, however neatly a dashboard lines them up; cost per booked job is.

On pay-per-lead channels we reconcile the credits. Refunded leads come out of both the cost and the count — a step most reporting skips because the dispute process is tedious, which leaves a cost per lead that looks worse than reality and talks owners out of a channel that works.

The actual product here is the weekly loop, not the setup. One Los Angeles appliance-repair account went from $95.60 per lead in week one to $22.46 by week four: nothing about the business changed, somebody just reviewed cost per lead by channel, pruned the search terms bringing the wrong people, and moved budget toward whatever was producing. That is not a monthly report, and there is no version of it that fits into a couple of hours a month.