Your agency’s monthly report is full of numbers. Impressions, clicks, cost per lead. The one number you care about is usually missing: how many of those leads turned into booked jobs.
You can check it yourself in under an hour.
1. Get the lead list, not the summary
Ask your agency for every lead they counted last month, with the date, time and source. A chart is not enough; you need the rows.
2. Pull your booked jobs for the same month
From your CRM or job board, list every job that booked, with the date and how the homeowner found you.
3. Match them line by line
For each agency lead, look for a matching job. Same phone number, same name, same week. Mark each lead as booked, not booked, or not found.
4. Look hard at “not found”
A lead you can’t find in your own system is worth a question. It may be a duplicate, a spam form, or a call that never reached your office.
5. Ask three questions
Which leads booked? Which didn’t, and why? What will change next month? A good agency will welcome the questions. Any agency should be able to answer them.
Make it a habit
Once a month is enough. The point is not to catch anyone out. It is to know what your marketing money is buying, so you can spend the next dollar with your eyes open.