Guides
Marketing, measured.
How we track, spend, follow up, and get found, written for owners who read their marketing like a P&L. Client figures come from accounts we run and link to the case study.
Why inquiries do not turn into booked appointments, and how to fix it
Most leads are lost after the inquiry, not before it: calls that reach voicemail, forms answered the next day, and callbacks nobody owns. Answer fast, automate the first reply and the follow-up, keep a person on the callback, and count booked appointments separately from inquiries.
How do local customers find you on Google and AI search?
For a local business, the Google Business Profile, the listing with the map and the reviews, is often a bigger source of calls than the website or the ads. AI assistants that answer local questions draw on the same public information: listings, reviews, and clear statements on your website. Make those complete, consistent, and current.
How do you track marketing to the dollar?
Tracking to the dollar means following each lead from the ad or search that produced it, through the call or form, to the job it became and the money it brought in. Ad platforms stop at the click or the "conversion." The dollars live in your sales records, so the two have to be joined, every month.
When should you spend more on ads?
Spend more when three things are true: your tracking counts real inquiries, your cost per qualified inquiry has held steady for a few months, and your team can answer and book more work. If any one is missing, a bigger budget buys more of the problem.