A higher-level review of campaign ROI, ranking health, and budget strategy
Run this audit on the first Monday of each month. It gives you a complete picture of what happened last month, where the money went, and what to change before the next cycle. The goal is not just to know your CPL — it is to know your cost per booked job, your ROAS, and whether your trajectory is improving month over month.
In your browser: File → Print → "Save as PDF" to keep a copy.
| # | Checklist Item | Done? |
|---|---|---|
| 1 | Total leads this month pulled from the LSA dashboard (separate phone leads from message leads) | |
| 2 | Cost per lead calculated (monthly spend divided by total leads — compare to your trade's CPL benchmark) | |
| 3 | Lead close rate calculated (booked jobs divided by total leads — industry average is 25-40%) | |
| 4 | Cost per booked job calculated (monthly spend divided by booked jobs — this is the real ROI number) | |
| 5 | ROAS calculated (revenue generated from LSA jobs divided by LSA spend — target is 4x or higher) | |
| 6 | Dispute rate reviewed (disputed leads divided by total leads — keep this under 15% to avoid ranking penalties) | |
| 7 | Monthly review count compared to the same month last year (tracking year-over-year growth) | |
| 8 | Review count vs. top-ranked competitor assessed (are you gaining ground, losing it, or holding steady?) | |
| 9 | Budget utilization reviewed — was budget fully spent, consistently underspent, or hitting the cap too early in the week? | |
| 10 | Service area performance reviewed — any zones with high CPL or very low lead volume worth tightening or removing? | |
| 11 | Job type mix reviewed — which types delivered the best close rates this month vs. which drove up CPL? | |
| 12 | Budget adjusted for next month based on upcoming seasonal demand (increase before peak, hold or reduce in slow season) | |
| 13 | Next month's performance targets set in writing: lead volume goal, CPL target, and review velocity goal |