Impressions, reach, frequency, CTR — most ad metrics are vanity. They feel like progress without proving any. For service businesses, we optimize for five numbers that tie directly to revenue.
1. Cost per qualified lead
Not every lead can buy. We separate qualified leads from junk and optimize toward the cost of a prospect who can actually become a customer.
2. Lead-to-booked rate
Cheap leads that never book are expensive. This rate connects your ad performance to your sales process and exposes follow-up problems fast.
3. Return on ad spend (ROAS)
The blunt question every owner cares about: for every dollar in, how many came back? We track it by channel and by offer, not just account-wide.
4. Cost per acquisition (CPA)
What it actually costs to win a paying customer — the number you compare against customer lifetime value to know how aggressively you can scale.
5. Contribution margin after ad spend
The profit left after the cost of delivering the work and the cost of acquiring it. This is the number that should drive budget decisions.
Master these five and you can ignore the other forty. Everything else on the dashboard is just a lever to move them.
Rated 4.9 by the businesses we grow.
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