Every report we inherit has the same shape: impressions, clicks, click-through rate, a trend line for cost per lead, and a paragraph that says the account is performing well. The owner reads it and still does not know whether the ads made money.
The one page
The report we send each month has five lines at the top:
- Booked jobs, signed cases or new patients from ads this month, and last month.
- Cost per booked job, by campaign.
- Revenue from ads, from the values imported back from your CRM or job software.
- What changed this month and why.
- What changes next month.
Everything else, clicks, impressions, search terms, is in the appendix for anyone who wants it.
Why by campaign matters
An account-level average hides the campaign that is losing money. In a typical HVAC account, emergency repair books at $45, replacement at $180 and maintenance plans at $95. Only the campaign view tells you where the next dollar should go.
Why revenue matters
Cost per booked job is a good number, and it is still not the answer. A $180 replacement lead that turns into an $8,000 install is a better buy than a $45 repair call. Once job values flow back into the account, the report can say what the ads returned, and Google can bid toward it.
What to ask your agency
If your report does not have those five lines, ask for them. If the answer is that the data is not available, the tracking is the problem, and it is the first thing to fix.
Send your account and Hamid will show you the five changes that would move your cost per booked job the most. Request the plan.
