REPORTS
Where do your jobs come from? Google, a neighbor, Angi: counted, not guessed
Ask a Kendall contractor where his jobs come from and he will say Google, probably, and referrals, and some from the truck. Ask him how many of last month's jobs came from each and the answer is a shrug. He is spending real money on the first one and cannot say whether it works.
A note on what this is. It does not tell you what to spend on ads. It tells you how to count so the question has an answer.
The feeling versus the count
"Most of our calls come from Google" might be true. It might also be that most of your calls come from Google and most of your jobs come from neighbors, because the Google callers are shopping and the neighbors are buying. You cannot tell the difference without writing the source on every card.
Saving the source
- Web form: the form knows. Google, the neighborhood page, an ad, saved automatically.
- Phone call: the voice agent or the person asks "how did you hear about us?" and picks from a short list.
- Text: the missed-call reply asks the same in one line.
- Referral: the name of who referred, so you can thank them.
JOBS WON BY SOURCE
The three cuts
- By source: where the jobs came from, and what each was worth.
- By tech: who books the most from his own calls, and who leaves quotes open.
- By language: how many Spanish calls became jobs versus English. In Kendall this is often the surprise.
What the owner does on Monday
Opens one page. Calls, booked, done, missed, by source. Sees that the ad brought calls that did not book, or that the Spanish calls book at twice the rate. Moves money or changes the greeting. Checks again next Monday.
The report is only as good as the source field. If the office skips the question, the report says "unknown." That column is the first thing to shrink.
Questions we get asked about this
Does it track Google Ads clicks?
It records the source on the form or call. If the form came from an ad landing page, the source says so. It is not an ad-platform report; it is a jobs report.
What if a customer heard about us from two places?
Pick the one that made them call. The report is for decisions, not for perfection.
Can I see the report on my phone?
Yes. The same page, sized for a phone.
Related
Guess first, then count
Write down where you think last month's jobs came from. Bring the guess to a 30-minute call. After a month on the board, compare.