The same split applies to every trade, with one wrinkle: a bay hour that goes unsold is gone forever. That makes booking, not just leads, the number worth watching.
Module 5 of the Castells Media academy for contractors: Marketing basics.
Two costs, not one
The account is yours, always
Found, contacted, booked, in that order
Why lead count is the wrong number here specifically
What a budget cannot buy
What a booked job actually cost you. Compare that against what the average job leaves after materials and labor. If it clears more than the cost per booking, the month worked. Almost nobody runs this comparison, and it is the only one that tells you whether marketing is paying for itself.
Do this next: Ask whoever runs your ads for two separate numbers this month: what went to the platforms, and what went to the work. If those two numbers cannot be pulled apart, that is the first thing to fix.
Written by Castells Media, a marketing agency at 1298 Antelope Creek Drive, Roseville, California, working with home service businesses across the US.
Castells Media Inc, 1298 Antelope Creek Drive, Roseville, California