What should a home services company’s weekly marketing report show?
A weekly marketing report for a home services company shows calls answered by hour and reason, jobs booked by source, cost per booked job, Local Services Ads leads and disputes, estimates open and approved, and reviews earned, on one page the owner reads on Monday morning.
Why does a trade company need a different report from a clinic or a store?
A weekly marketing report for home services is built around the fact that the lead is a phone call and the sale is a dispatched job. Clicks and form fills are two steps removed from money. The numbers that matter are whether the phone was answered while the crew was on site, whether the call became a booked job with an address and a window, and what each booked job cost by source.
The second difference is Local Services Ads. Those leads are charged per lead, can be disputed, and depend on the Google Guaranteed badge staying active, so the report has a section that no other industry needs: leads charged, leads disputed, disputes won, and the badge status.
- Calls answered versus missed, by hour, so the owner sees the 5 pm gap
- Booked jobs by source: LSA, Google Ads, Meta, Google Business Profile, repeat customers
- Cost per booked job, not cost per lead, per source
- Estimates sent, approved and expired, by estimator
Which numbers belong on a home services report?
| Metric | Home services specifics | Where it comes from in GoHighLevel |
|---|---|---|
| Calls answered | Answered by a person, by the AI agent, or missed, broken out by hour and by reason (no heat, leak, estimate, maintenance) | Call reporting and Voice AI intent tags |
| Speed to lead | Time from a form, LSA lead or missed call to the first reply, target under a minute | Workflow timestamps on the contact |
| Booked jobs | Jobs with an address and a dispatch window, by source and by trade | Service Calendar bookings with source attribution |
| Cost per booked job | Spend by platform divided by jobs booked from that platform, the number the owner uses to set budgets | Ad spend fields plus pipeline source |
| LSA section | Leads charged, disputed, dispute outcomes, Google Guaranteed badge status, review rating shown on the ad | LSA lead import plus a weekly manual check |
| Estimates | Sent, approved, expired, approval rate by estimator, average days to decision | Estimates pipeline stages |
| Reviews | New Google reviews, request-to-review rate, responses posted | Reputation reporting |
| Reactivation | Tune-ups booked from the seasonal campaign, plan renewals, replacements found | Reactivation pipeline |
How is the weekly report built and read?
Five steps, so the report arrives every Monday without anyone assembling it.
Attribute every contact
Each contact carries a source: LSA, Google Ads campaign, Meta form, Google Business Profile call, website, WhatsApp or repeat. Sources are set by the entry workflow, never typed by hand.
Tag every call
The Voice AI agent tags the reason and the outcome. Missed calls are logged with the hour so the report can show the gap between 4 pm and 7 pm that most trade companies have.
Connect the field software
Booked jobs and completed jobs come back from ServiceTitan, Jobber or Housecall Pro, so the report counts dispatched work, not calendar entries.
Import the ad numbers
Spend from Google Ads, LSA and Meta is pulled weekly. LSA leads are matched to contacts so disputed leads are removed from the cost per booked job.
Send and review
The report goes to the owner on Monday morning as one page. The month’s review looks at the trend by source and decides where the next budget goes.
What should the report show about compliance for a US contractor?
A trade company’s report carries a small compliance block because the texting and calling rules leave a trail. It shows opt-out requests received and honored, the A2P 10DLC campaign status for the sending number, and any consent gaps found in new contacts, so a problem under the Telephone Consumer Protection Act of 1991 is caught before it becomes a claim with damages of $500 to $1,500 per message.
For Local Services Ads the block also shows the license and insurance expiry dates on file with Google, because a lapsed document pauses the ads and the badge. The report is the reminder that catches it a month early.
- Opt-outs received and suppression confirmed across channels
- A2P 10DLC campaign status and any carrier filtering warnings
- License and insurance expiry dates for the LSA badge
- Contacts added without consent, flagged for the office
What do we need before the first report can run?
- Ad account access for Google Ads, LSA and Meta, read-only is enough
- Field software connection or a weekly export of booked and completed jobs
- Tracking numbers per source so calls attribute correctly
- The list of sources you want on the report and the order you read them
- Who receives the report and on which morning
- License and insurance expiry dates for the LSA block
Common questions from contractors about reporting
Why cost per booked job instead of cost per lead?
Because a lead that never became a job cost money and returned nothing. Cost per booked job divides spend by dispatched work, so a source that sends cheap leads that never book stops looking good.
How are LSA disputes handled in the numbers?
Disputed leads are held out of the cost calculation until Google decides. Won disputes drop the cost; lost disputes stay in. The report shows both so the owner sees the real LSA price.
Can the report show which technician books the most estimates?
Yes. The Estimates pipeline carries the assigned estimator, so approval rate and days to decision appear by name. It is the most argued-over line on the page and the most useful.
Do we need ServiceTitan for this?
No. Any of ServiceTitan, Jobber or Housecall Pro works, and a weekly export works if the software cannot connect. Without any of them the report counts calendar bookings instead of dispatched jobs, which is less accurate.
How long is the report?
One page. Sources across the top, calls and jobs down the side, LSA and compliance at the bottom. Anything longer does not get read on a Monday morning.
See your calls, jobs and ad spend on one page every Monday
Book a free strategy call. Bring last month’s ad spend and call log and we will draft the first report with you.
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