Why does last month's cost per booked job keep changing after the month closed?
Because spend finishes at month end and revenue does not. Leads generated in the last weeks are still converting, quotes are still open, and jobs are stil…
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Spend, channels and efficiency measured on business outcomes.
How do you know when to shut a marketing channel off?
When its marginal cost per booked job has stayed above the ceiling for the work it produces across more than one full revenue cycle, and the jobs it does …
Impression share lost to budget or lost to rank: which one should I fix?
They call for opposite responses. Impression share lost to budget means the auction wanted to show your ad and you ran out of money, so more budget buys m…
How do you know if there is more volume available in a channel?
Look at what is limiting you, not at what you are spending. In search, share lost to budget means demand existed that you chose not to buy; share lost to …
How do I tell which parts of my service area are actually worth advertising in?
Join marketing spend by geography to jobs by service address, then to margin, and adjust for drive time. The right metric is contribution margin per hour …
What costs should be inside cost per booked job besides ad spend?
Two versions, kept separate. The media-only version includes what you paid platforms and lead vendors, and it is the right number for deciding where the n…
What should count as marketing spend when we calculate cost per job?
Everything you would stop paying for if you stopped marketing: media, agency or management fees, call tracking, website and landing page costs, creative p…
Why does a single blended cost per job target break down across job types?
Because job types differ in gross profit, close rate and demand behavior. An emergency call and a scheduled maintenance visit can differ several times ove…
Why does the revenue attributed to each channel add up to more than we actually billed?
Because every platform claims the conversions it touched, and a customer who saw an ad, searched your brand and then called gets counted by all three. Pla…
Why is cost per lead a bad way to judge marketing?
Because a lead is not a unit of value and its definition changes from channel to channel. A cheap lead that books at a third the rate and produces a small…
Cost per lead has not moved but cost per booked job is up. Where do I look?
Cost per booked job equals cost per lead divided by booking rate. If cost per lead is flat and cost per booked job rose, booking rate fell. That narrows t…
What is cost per booked job, and how do you calculate it?
Cost per booked job is fully loaded marketing spend for a source divided by the jobs that source booked in the same window. It replaces cost per lead by m…
Should I measure marketing against revenue or against margin?
Against margin, once you can. Return on ad spend measured on revenue ranks channels by ticket size, not by profitability, so it consistently favors whiche…
How much can we afford to pay to book a job?
Start with the gross profit a typical job of that type leaves after labor, materials and direct costs. Decide what share of that profit you are willing to…
How do you calculate customer acquisition cost for a home services business?
Divide fully loaded marketing spend by the number of genuinely new customers acquired in the same period — not leads, not jobs, and not repeat callers. Tw…
How do you compare Google Ads, Local Services Ads, Meta and SEO fairly?
You cannot compare them on the same metric, because they capture demand at different stages. Compare each against its own affordable ceiling for the job t…
How do you decide when and how much budget to move between channels?
Move budget when a channel's marginal cost per booked job crosses the ceiling for the work it produces — not when its average looks worse than another cha…
Our cheapest lead source has the worst numbers downstream. How do I prove it?
Build one table that multiplies the chain through: cost per lead, divided by contact rate, divided by booking rate, divided by completion rate, gives cost…
Should we measure acquisition cost on paid spend only, or across all customers?
Both, clearly labeled. Paid acquisition cost divides paid media spend by customers acquired through paid, and guides channel decisions. Blended acquisitio…
Why does our customer acquisition cost look fine until you separate new customers from repeat ones?
Blended CAC divides all marketing spend by all jobs, including repeat customers who would have called anyway. That flatters the number. New-customer CAC d…
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