Cost per booked job:
the number we answer to.
This page replaces the "results" page you'd expect an agency to have. Here's why — and here's exactly how we measure instead.
Why there's no wall of case studies here
You've seen the genre: a screenshot with the account name cropped out, "347% ROAS," a first-name testimonial. None of it is checkable, and both of us know it. We think publishing unverifiable numbers to win trust is a strange way to start a relationship built on measurement.
So our policy is simple: client numbers are shared under NDA, from accounts we run today — and they get published on this page only with a client's written permission, named and specific. Until a client volunteers for that, this page shows you the method, not the trophies.
A method you can interrogate beats a screenshot you can't.
What "cost per booked job" actually means
Ad spend for the period, divided by jobs that were booked — not clicked, not "converted," not quoted. Booked. From there the chain runs forward: booked jobs × your average ticket = monthly revenue, and revenue ÷ spend = return per ad dollar — the headline outcome. Every step in between is tracked so no link in that chain can hide anything.
Every call traced
Tracking numbers on campaign traffic tie each call to the exact keyword, ad, and landing page that produced it. Spam and wrong numbers get flagged out so they never inflate anything.
Every estimate logged
Calls and form fills that turn into scheduled estimates get marked — a two-minute step we run with you monthly. A call that never becomes an estimate is a cost, and the report says so.
Every booking counted
You tell us which estimates signed. That closes the loop: spend ÷ booked jobs, by campaign and by service line — and those outcomes feed back into Google's bidding as offline conversions.
CPL and ROAS hide the truth. Here's how.
- 01
Cost per lead rewards junk. Drive cheaper "leads" by loosening targeting, and CPL improves while your quoting afternoons fill with tire-kickers. The metric literally pays the agency to waste your time.
- 02
ROAS needs revenue data most agencies never collect. Without booked-job tracking, "return on ad spend" is estimated revenue on assumed closes — a spreadsheet wearing a confidence it didn't earn. Our return-per-ad-dollar figure is computed the only defensible way: from booked jobs.
- 03
Clicks and impressions measure Google's success, not yours. Google gets paid on the click either way. You get paid when a crew is on a ladder. Only one of those belongs in your report's headline.
The full argument lives in our post "Cost Per Booked Job: The Only Number Your Ad Account Answers To."
See what your ad spend could actually book.
Cost per booked job is how we run an account. Revenue is why. Set your numbers, then compare a typical under-managed campaign against the standard we build toward — and drag any assumption you don't buy.
Adjust the sliders to match your business.
- Leads / month
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- Estimates / month
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- Closed jobs / month
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- Cost per booked job
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- Leads / month
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- Estimates / month
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- Closed jobs / month
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- Cost per booked job
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Both columns are modeled scenarios from home-services benchmarks — not client results. Drag the assumptions to your own numbers and check the math yourself.
We'll run this math with you, free.
On the call we work through your average ticket, your close rate, and what a booked job costs you from your current sources — then give you a straight answer on whether Google Ads beats it.
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