Why it matters
Plenty of marketing reports are pages of charts full of impressions, reach and click-through rates. They look busy, but they don’t answer what you actually want to know. Did the phone ring? Did those calls turn into jobs? Was it worth the money?
Your report should answer those questions in a couple of minutes, in words you’d use yourself. If a landscaper has to call us to translate the report, the report failed.
Because we set up tracking before your ads run, the numbers in your report come from your own calls, forms and CRM, not just what the ad platforms say about themselves.
How we do it
- Agree on what counts as a lead. During onboarding we define it together. Usually that’s a call over a set length from a new customer, or a real form submission, not spam and not an existing customer asking about an invoice.
- Pull from the sources that matter. We gather numbers from Google Ads, Meta, your call tracking, GA4 and your CRM where it can share booked jobs.
- Clean up the numbers. We remove spam, duplicates and test leads, and we flag any spot where the platforms disagree so you’re not left guessing which number is right.
- Write it in plain English. The report opens with a short summary of what happened, why we think it happened and what it means for your business.
- Show what’s changing next. Every report ends with what we changed during the month’s weekly optimization and what we’re planning next, like shifting budget toward a service that’s booking well or pausing searches that bring the wrong calls.
- Walk through it with you. You hear from the same person who runs your account. If something doesn’t make sense, ask, and we’ll explain it without the jargon.
What we leave out
Impressions, reach, click-through rate and follower counts don’t get headlines in your report. We still watch them during weekly optimization because they help diagnose problems, but they don’t tell you whether your marketing is paying for itself. If one of them explains a change in leads, we mention it in plain terms.
What you get
- A short written summary at the top of every report
- Calls and form leads, broken out by Google Ads, Meta and other sources
- Cost per lead for each channel
- Booked jobs and cost per booked job, where your CRM allows
- Notable search terms, call trends or service-area patterns worth knowing about
- A clear list of what we changed this month and what’s next
Common mistakes we fix
- Reporting clicks instead of leads. Clicks cost money. Leads are what you’re paying for, so that’s what we lead with.
- Taking platform numbers at face value. Google and Meta can each claim the same customer. We reconcile the numbers instead of adding them together.
- Counting existing customers as new leads. A call about rescheduling is good service, not new business. We separate the two where the data allows.
- Changing what counts from month to month. We keep definitions consistent so this month can be compared fairly with last month.
- Reports with no next step. Numbers without a plan aren’t much use. Every report ends with what we’re doing about them.