How to track marketing ROI in booked jobs, not clicks
The chain
Search → click or view → call or form → lead → quote → booked job → revenue. Each step needs to be recorded to know what your marketing earns.
Set it up
- Call tracking on ads and website.
- Form tracking with the source captured.
- A lead log: CRM or simple spreadsheet with date, name, source, service, booked yes/no, value.
- Monthly review: cost per lead, cost per booked job and revenue by channel.
Feed it back
Import booked jobs into Google Ads as offline conversions, so bidding optimizes for jobs, not just calls.
Numbers to watch
- Cost per booked job by channel.
- Close rate by channel.
- Average job value by channel.
- Missed call rate.
Want reporting in booked jobs?
Every client gets a monthly report in calls and booked jobs, not just clicks. Start with a free audit. See how we work.
Sources
- Set up your web conversions, Google
- About Smart Bidding, Google
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