Transparent Reporting

The number most reports avoid

Cost per click is easy to show and rarely the thing that matters. A twelve dollar click that produces a six hundred dollar job is excellent; a two dollar click that produces nothing is expensive.

The figure worth watching is what a customer costs you — total spend divided by jobs won. It is less flattering and it is the only one that tells you whether to spend more or stop.

What goes in every report

One report, in language you would use out loud — weekly on Starter, Growth and Pro, and once at the end on Your Budget:

• What was spent, and what is left.
• How many people saw the ads, clicked, and made contact.
• Which searches actually triggered your ads — usually the most surprising part.
• What was changed since last week, and why.
• What we intend to do next.

What we will not put in it

No impression counts dressed up as achievements. No charts that go up because the axis was chosen to make them go up. No industry benchmarks presented as your results.

If a week was poor, the report says so and says what we are doing about it. A report you cannot trust when the news is bad is worthless when the news is good.

You can see the account

Ask and we will give you access to the underlying Google Ads account, not just our summary of it. Nothing in there contradicts the report, which is rather the point of offering.

Attribution, honestly

We can tell you reliably how many people clicked and how many submitted a form. Phone calls are harder: someone may see the ad, look you up later and call from their own contacts, and no honest system attributes that with certainty.

We would rather tell you where the numbers are solid and where they are estimates than present all of it with the same false confidence.