Results & Reporting
Every agency site has a results page. Most of them show percentages with no baseline, no timeframe and no way to check. Here is the standard we hold ourselves to, the benchmarks we build campaigns against, and an example of the report a client actually receives.
Our reporting standard
A percentage without a starting point is a marketing claim, not a result. We publish where the account started.
"Increased leads 300%" over what period? We name the window and compare like for like.
Nothing goes on this page without written sign-off from the client whose account it came from.
Every figure traces to a platform report you could pull yourself with the same account access.
Benchmarks
These are the performance ranges we plan toward in each vertical, drawn from industry benchmark data and our own account experience. They are planning targets, not promises, your actual numbers depend on your market, your offer and your close rate.
Cost per booked job is the metric that matters, not cost per click. Response time inside five minutes typically doubles the booked rate versus next-day follow-up.
Cost per signed case is the only number worth optimising. We import case value back into bidding so Google learns which clicks are worth defending.
Blended ROAS hides the truth. We report on contribution margin after COGS, shipping and fees, then bid to that.
Ranges reflect typical planning targets and vary considerably by market, seasonality and offer. Past performance in any account does not predict future results in yours.
Sample report
One dashboard link, one page of narrative. The narrative answers three questions: what we did, what it produced, and what we are doing next. If something went badly, it is in paragraph one, not appendix C.
A note on claims
Because it is almost always true and almost always meaningless. Going from two leads to twelve is a 500% increase. So is going from a broken tracking setup to a working one, which is the real explanation behind a lot of agency case studies.
When we publish a client result, it will name the starting point, the period, the spend and the channel, and the client will have approved the wording. Until we have engagements mature enough to report that way, we would rather show you our standard than borrow someone else's numbers.
We will run the same analysis on your account that a client gets in month one, and send you the findings in writing.
Written findings in three business days. No call required.