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Reporting Standard

How roofing ad performance should be measured.

A useful report should show what happened after the click: spend, lead source, call quality, booked inspections, follow-up gaps, and sales outcomes where the client tracks them.

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Spend claritySeparate media spend, management fees, channels, and campaign changes.
Lead qualityRaw lead volume is reviewed against qualified calls, missed calls, and bad-fit reasons.
Booked opportunity mathThe goal is to understand cost per booked inspection, not just cost per lead.
Measurement Standard

Performance math should be clear before the budget scales.

Before a roofer spends more on ads, the reporting should show what happened after the click: which calls were qualified, which opportunities booked, where follow-up broke, and which sources deserve more budget.

This framework shows what contractors should expect to see before increasing spend.

Evidence the report should include

  • Ad spend and campaign screenshots from the client-owned account.
  • Search-term review showing negative keyword cleanup.
  • Landing page screenshots and conversion-rate notes.
  • Call log with source, duration, recording, and quality notes.
  • CRM pipeline stages from new lead to booked inspection.
  • Monthly summary showing decisions made from the data.
Performance Review

Separate lead volume from real opportunity quality.

CPL is only a starting point. A trustworthy report should show how raw lead volume turns into qualified calls, booked inspections, estimates, and sold jobs where the client's sales process supports it.

Media spendWhat went to the ad platforms by channel and campaign.
Raw leadsCalls, forms, chats, and messages before quality review.
Qualified callsGood-fit homeowners in the right service area and job category.
Booked inspectionsOpportunities that reached the appointment stage.
Sales outcomesEstimates and sold jobs where the client tracks them reliably.
Measurement Flow

From click to booked roofing opportunity

Search queryHomeowner searches for repair, replacement, storm, inspection, or commercial roofing help.
Ad clickCampaign, ad group, keyword, and location are captured for source reporting.
Landing pageThe page matches the offer and pushes toward one call or quote-request action.
Tracked call/formThe lead is attributed to source and reviewed for job fit.
CRM entryThe opportunity moves into new lead, contacted, booked, estimate, sold, or lost stages.
Call scoringCalls are labeled qualified, bad fit, spam, missed, existing customer, or vendor.
Offline feedbackBooked and sold outcomes guide campaign decisions.
OptimizationBudget shifts toward sources producing qualified roofing opportunities.
Monthly Review

What a trustworthy roofing ads report should include

Spend by channelGoogle Ads, Local Services Ads, Meta, and management fee separation.
Lead source qualityCalls, forms, qualified calls, booked inspections, and bad-fit reasons.
Search-term cleanupBudget leaks found and negatives added during the period.
Landing-page notesConversion rate, page speed, CTA performance, and planned tests.
Follow-up gapsMissed calls, slow responses, no-shows, and appointment reminders.
Next actionsWhat changes next month and why those changes should improve opportunity quality.
Get Started

Want reporting that shows more than lead volume?

Start with a roofing ads audit and build the attribution layer before scaling spend.

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