Sample report · example figures
The one-page report. Calls, not clicks.
Once a month, one page: how many called, where each call came from, what it cost and which ones booked. Every call is recorded, so a booked job is one you can hear being booked. No dashboard login, no 40-page PDF.
The full layout, filled in for a made-up Prince George plumbing shop on PRO. Example numbers, not a client’s figures, and they add up.
Monthly report · sample
Example figures, not a client’s
Calls by source
Source
Calls
Booked
Cost
Per booked
Google Business Profile
31
14
$0
$0
Website, organic
12
5
$0
$0
Google Ads watch
19
7
$1,040
$149
Local Services Ads
9
4
$360
$90
Total good
71
30
$1,400
$47
Cost is ad spend from your own Google invoices. Per booked is cost divided by booked jobs.
Money this month
Ad spend, paid from your card to Google, in your own accounts
$1,400
Retainer, PRO, flat fee
$1,495
All in
$2,895
All in, per booked job
$96.50
Calls and recordings
71 calls counted. 9 taken out: robocalls, hang-ups and wrong numbers. Every call is recorded in the call log in your name, and the 30 booked calls are linked from this page.
Notes from me
What changed
Google Ads cost $149 per booked job, the most of any source. 12 of its 19 calls did not book: 5 were outside the towns you serve, 4 asked for septic work you don’t do, 3 wanted a price over the phone and nothing else.
What I’m doing next
Showing the Google Ads only in Prince George and the towns your trucks go to, and telling Google not to show them for septic work. Same budget, so next month’s page shows whether it worked.
One decision for you
Local Services Ads booked 4 of 9 calls at $90 each. Move $200 a month from Google Ads to Local Services Ads? Reply yes or no.
Questions: reply to this email or call me. Oleksandr
Sample layout · example figures, not a client’s · ad spend paid from your account · 30 booked recordings attached
How to read it
Every line on the page, in plain words.
Eight things are on the report. Here is what each one means, and where to find it on the sample above.
1
What counts as a call
A real person who rang one of your tracking numbers and reached you or your voicemail. Robocalls, hang-ups, wrong numbers and your own crew calling in are taken out, and the page says how many, so nothing disappears quietly. A customer who calls back about the same job counts once.
On the sample: 71 calls counted, 9 taken out
2
How a call becomes booked
Booked means the call ended with a date: a service call, a job or an estimate visit on your calendar. Every call is recorded, and I mark it from the recording. If the recording does not settle it, you mark it in the call log and your word wins. The booked calls are linked from the report, so you can listen to any of them.
On the sample: 30 of 71 calls booked
3
Where each call came from
Each source gets its own tracking number, opened in your name: one on your Google Business Profile, one on your website, one in your Google Ads. Local Services Ads calls come through Google’s own number and its own call log. Every number rings through to the phone you already answer. “Website, organic” means they found your site on Google without clicking an ad.
On the sample: four sources, one row each
4
What it cost
Cost is ad spend, copied from the invoices in your own Google accounts, so you can open them and check every dollar against the page. It goes from your card to Google. I never touch it and never mark it up. Your Google profile and your website show $0, because nobody pays Google per call for them.
On the sample: $1,400 ad spend
5
Per booked job
Cost divided by booked jobs. Hold it against what a job is worth to you: $149 for a booked call is fine for a hot water tank install and too much for a dripping tap.
On the sample: $149 Google Ads, $90 Local Services Ads, $47 overall
6
My fee, on its own line
The retainer sits under the table as a flat fee, never a percentage of your ad spend. The all-in lines add it back, so you can see what each booked job cost you. Nothing hidden.
On the sample: $1,495 retainer, $96.50 per booked job all in
7
If a number is bad, it says so
A source that costs too much per booked job, or a month where the calls drop, gets flagged on the page in plain words. The notes say why and what I’m changing. A bad month is not buried under a chart.
On the sample: Google Ads flagged at $149 per booked
8
Three notes from me
What changed this month, what I’m doing next, and one decision for you that takes a yes or a no. One decision, not ten: you have a business to run.
On the sample: move $200 to Local Services Ads, yes or no
The report is commitment 4 of the HiVis standard: reported in phone calls and booked jobs, never in clicks or “brand awareness”.
Never in the report
If it isn’t a call, a booked job or a dollar, it isn’t on the page.
These numbers are easy to push up and none of them books a job. That is why vanity reports are full of them, and why this one leaves them out.
- Views and “reach” How many times an ad or your listing was shown. Shown is not called.
- Clicks Someone looking. The report starts when they pick up the phone.
- Website visitors People who look and never call don’t keep the guys busy.
- “Brand awareness” Nobody can count it, so nobody can be held to it.
- Rankings as the headline Where you sit on the map is worth knowing, and I’ll send a screenshot whenever you ask. The position is not the result. The call it brings is.
- “Likes” and followers Fine to have. Not a booked job.
“No one pays their bills with Likes.”
A contractor, on vanity reports, r/Contractor
What you get instead
- Calls, counted by source
- Booked jobs, each one with a recording
- What it cost, from your own invoices
- Cost per booked job, with my fee added in
When it arrives
Once a month. The same day every month.
One page by email, covering the month before, with the booked calls linked. Reply with a question and I answer it myself, same day.
- No login to remember. The report comes to you.
- The call log is in an account in your name, so you can see who called any day, without waiting for the report.
- On PRO there is also a weekly 15-minute check-in, so the ad numbers never wait a month.
- Leave and the call log, the tracking numbers and every past report stay with you.
Every tier includes it
What is on your page depends on what I run for you.
CORE$495 a month
Calls from your Google Business Profile and your website, booked jobs and recordings. No ad spend, so the money line is the retainer.
PLUS$995 a month
Adds Local Services Ads as its own row, if your trade is eligible, with its cost from your own account.
PRO$1,495 a month
Plus ad spend
Adds Google Ads and Meta ads, each on its own row with its own cost per booked job. The sample above is a PRO month for a shop that runs Google only, so it has no Meta row.
Questions
About the report.
Anything else, ask me. I answer every enquiry myself, same day.
Why a sample and not a real client’s report?
Because a client’s calls, costs and recordings belong to the client. The layout is exactly the one you get each month. The numbers are examples, and they add up.
Who decides whether a call booked?
I mark it from the recording. If the recording does not settle it, you do, and your mark stands.
Are calls to my own number in the report?
No. Your own number stays on the truck and the yard signs, and nobody can tell where those calls came from. The report only counts calls to the tracking numbers, so every number on it can be checked.
What happens after a bad month?
The page says so, the notes say why, and the next step is written down. If the numbers don’t hold up, you can leave with 30 days’ written notice, no fee, and everything stays in your name. The one-page agreement says so.
What does it show in the slow season?
The same page with fewer calls, and it says so. If ads can’t book work until your season comes back, the one decision on the page may be to move from PRO down to PLUS and cut the ad spend. Moving between tiers is a sentence in an email.
Start here
Get this page every month, about your own phone.
Send me your Google Business Profile link. I’ll tell you in two lines whether I can help. Same day, from me.
Every tier includes the report. See the prices.