JMB A/C & Heating LLC
Marketing Performance Dashboard
★ The Big Picture — Everything We're Driving
19
Tracked Leads
19 qualified leads this month — 13 phone calls and 6 form submissions.
$3,803
Ad Spend → 451 Clicks
$3,803 in ads produced 451 clicks and 19 conversions.
741
Organic Users
SEO drove 741 organic users and 783 sessions this month.
📅 All Channels — Results by Date Range
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★ Across All Channels — High-Level Performance
Snapshot of every channel at a glance. Click any "View detail" link to jump to that tab.
📋 Active Projects · Live
What we're working on right now
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🎯 Channel Mix — From Spend to Signed Revenue
Google Ads spent $10,398 across Mar–Jun, driving 99 phone calls and 48 ad-tracked conversions. Combined with the $750 monthly retainer, total marketing investment was $13,398.
That investment returned $46,655 in Google-attributed sales — a +248% ROI (3.48× ROAS).
Lead pipeline tagged 19 qualified leads in May (13 phone + 6 form); LSA and Networx integration still pending and will widen the funnel further.
Local Search generated 66 GMB interactions across Dec 2025 – Jun 2026 (22 calls · 42 web clicks · 1 chat · 1 direction). May was the standout — 10 calls (+66.7% YoY) and 13 website clicks. June softened hard — 3 calls (-76.9% YoY), 5 web (-78.3% YoY), 8 total (-77.8% YoY). April was also weak (5 total, -78.3% YoY). Two-consecutive-months of steep YoY decline heading into peak HVAC season — profile-optimization / review-request workstream is called out.
SEO is the compound play: Authority Score climbed +4 MoM, GSC clicks up 275%.
Watch April closely — $4,937 in spend produced zero Google-attributed sales. Either lead-tagging discipline or attribution lag, worth a closer audit.
📋 Active Projects & Timeline
Live from the Damaris project tracker · refreshes on every page load · connecting…
Active
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In flight
At Risk
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Need attention
Blocked
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Waiting on input
Complete
—
Wrapped this period
Total
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All JMB projects
Connecting to the Damaris project tracker…
If this hangs > 5 seconds, the source sheet may not yet be shared as "Anyone with the link." See setup notes at the bottom.
🔗 How this stays live
Project data is pulled from a single Google Sheet (Damaris · Client Project Tracker) on every page load. To edit: open the sheet, change a row (status, % complete, due date, etc.), save. Next time anyone refreshes their dashboard, the new state shows up. The sheet must be set to "Anyone with the link · Viewer" (Google Sheets > Share). No client-side credentials are needed.
📅 Leads — Results by Date Range
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🎯
Tracked Leads
19
From Google Ads conversions
📞
Phone Leads
13
Qualified calls (30+ sec)
📝
Form Submissions
6
Submit lead form action
⚠️
Sources Awaiting
2
LSA · Networx
⚠ Lead Tracking Coverage
Right now we're seeing Google Ads leads only. To capture the full picture across Local Service Ads and Networx, we recommend a centralized lead tracker (see "Recommended Setup" below). Once configured, this tab will show every lead from every channel with attribution + status tracking.
Lead Sources
⚡ Google Ads Live
19
13 calls · 6 forms · May 1–28
Cost per lead: $200
Top campaign: High Income Area Focus (8 leads)
Top campaign: High Income Area Focus (8 leads)
🏠 Local Service Ads Pending
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Awaiting Zapier integration
LSA leads come in as guaranteed phone calls at a fixed price per lead. Connect via Zapier + Email Parser to auto-track.
🌐 Networx Pending
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Awaiting Zapier integration
Networx sends standardized lead emails. Forward to a Zapier parser to auto-extract name, phone, and service type.
Google Ads Leads Detail
Conversion Types
How leads come in via Google Ads
Leads by Campaign
Which campaigns deliver leads
Recommended Setup — Unified Lead Tracker
📋 The Plan to Get Full Lead Visibility
Centralized lead capture across Google Ads, LSA, Networx, and any future sources
- Create the master Google Sheet — "JMB Leads Tracker" with columns: Date · Source · Lead Type · Name · Phone · Service · Status · Est. Value
- Connect Google Ads via Zapier — every "Submit lead form" + qualifying call appends a row automatically
- Connect Local Service Ads — forward LSA emails to a Zapier Email Parser inbox → parses sender + lead details → row appended
- Connect Networx — same email-parsing approach (Networx uses a consistent template)
- Status workflow — Update each row's status as you go: New → Contacted → Quoted → Booked → Won / Lost. Gives us close-rate by source.
- Dashboard sync — Damaris pulls from the sheet monthly to show: total leads, cost per lead by source, booked-rate, average ticket size by channel.
Cost: Zapier Starter ~$30/mo, or free if you stay under 100 leads/month. Alternative: CallRail or WhatConverts ($50-150/mo) for turnkey aggregation with call recording + attribution. We can scope either when you're ready.
📅 Advertising — Results by Date Range
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💰
Total Spend
$10,398
Mar–Jun avg $2,600/mo
💵
Avg CPC
$5.04
Spend ÷ Clicks
🖱️
Clicks
2,064
516/mo avg
📊
CTR
4.79%
Clicks ÷ Impressions
👁️
Impressions
43,098
4 months in range
📞
Phone Calls
99
87 received · 12 missed
🎯
Conversions
48
$217 / conv · 2.33% rate
★ Top Insights · Mar–Jun 2026
April was the breakout month — $4,187 in spend drove 1,127 clicks and 32 phone calls (13 conversions). May scaled with steady volume at $3,844 spend / 468 clicks / 40 calls / 19 conversions ($202/conv — up from the 13 conv previously reported now that both call- and lead-form conversions are aggregated). June was the efficiency story — budget tightened to $1,913 spend / 256 clicks / 26 calls / 16 conversions, dropping cost-per-conv to $120. High Income Area Focus led at $78/conv on a 9.3% conv rate; Metairie's cost/conv fell to $114 (5.2% CVR). Top keyword June: "hvac" (38 clicks in Metairie); top converter: "hvac system repair" (4 conv aggregated across Metairie + High Income).
⚡ Google Ads · Jun – Aug 2026 LATEST 3 MONTHS
Three active search campaigns — Metairie Focus, High Income Area Focus, New Orleans Focus. Seven other geo campaigns (Covington, Slidell, Chalmette, Meraux, St Bernard) and General Search / Performance Max are paused and spent $0. August is partial (Aug 1–18).
⚠ August Spend Has Effectively Stopped — Check This First
Daily ad spend has collapsed: June $63.78/day → July $57.88/day → August $16.01/day, a 72% drop. At that rate August finishes near $496 versus July's $1,794. The call log tells the same story — 26 ad calls in June, 17 in July, 1 so far in August, and zero call conversions this month.
This is almost certainly a budget, billing, or bid-cap issue rather than a demand issue — CTR actually improved every month (2.16% → 2.51% → 3.13%) and cost-per-click fell. The ads are working better and being shown less. Worth confirming the payment method and daily caps in the account before more of peak season is lost.
This is almost certainly a budget, billing, or bid-cap issue rather than a demand issue — CTR actually improved every month (2.16% → 2.51% → 3.13%) and cost-per-click fell. The ads are working better and being shown less. Worth confirming the payment method and daily caps in the account before more of peak season is lost.
💵
Spend · Jun–Aug 18
$3,996
Jun $1,913 · Jul $1,794 · Aug $288
🖱️
Clicks
549
23,007 impressions
🎯
Conversions
29
21 calls + 8 lead forms
💲
Cost / Conversion
$138
Jun $120 · Jul $163 · Aug $144
📞
Ad Calls · August
1
was 26 in June · 17 in July
Month-by-Month
All three active campaigns combined · August partial (18 days)
| Month | Spend | $/Day | Clicks | CTR | Conv | $/Conv |
|---|---|---|---|---|---|---|
| June | $1,913 | $63.78 | 256 | 2.16% | 16 | $120 |
| July | $1,794 | $57.88 | 229 | 2.51% | 11 | $163 |
| Aug 1–18 | $288 | $16.01 | 64 | 3.13% | 2 | $144 |
CTR improved every single month while spend fell — the creative is not the problem. Conversion mix also shifted: June was 14 calls / 2 forms, July 7 / 4, August 0 / 2.
Campaign Breakdown · Jun–Aug 18
Where the budget went and what it returned
| Campaign | Spend | Clicks | Conv | $/Conv |
|---|---|---|---|---|
| Metairie Focus | $1,337 | 223 | 11 | $122 |
| High Income Area | $1,170 | 180 | 12 | $97 |
| New Orleans Focus | $1,489 | 146 | 6 | $248 |
| 7 paused geo campaigns | $0 | 0 | 0 | — |
High Income Area is the efficiency winner — most conversions on the least spend ($97 each). New Orleans Focus is the drag: highest spend, fewest conversions, $248 each — driven by a $12.84 average CPC versus $5–6 in the other two. Worth reallocating its budget toward Metairie and High Income.
Efficiency Trends — Are Ads Getting More or Less Efficient Over Time?
Healthy trend: CTR / Conv Rate rising while CPC / CPL stay flat or fall — you're paying less per result.
Warning trend: CPC / CPL climbing while CTR / Conv Rate fall — auction is getting more expensive and audience quality is dropping.
CTR vs Avg CPC
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Click-through rate (left axis, %) vs cost per click (right axis, $)
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Conversion Rate vs CPL
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Conversion rate (left axis, %) vs cost per lead (right axis, $)
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Campaign Performance
Spend by Campaign
Where your budget is going
Conversions by Campaign
Which campaign delivers leads
Campaign Snapshot JUN · FULL MONTH
| Campaign | State | Clicks | Impr. | CTR | CPC | Spend | Conv. | Cost/Conv |
|---|---|---|---|---|---|---|---|---|
| High Income Area | Active | 86 | 4,443 | 1.94% | $7.28 | $625.69 | 8 | $78.21 |
| Metairie Focus | Active | 96 | 3,667 | 2.62% | $5.97 | $572.72 | 5 | $114.54 |
| New Orleans Focus | Active | 74 | 3,722 | 1.99% | $9.66 | $714.86 | 3 | $238.29 |
| All other campaigns (Slidell, Chalmette, Covington, General Search, etc.) paused through June. | ||||||||
Change the date range above to see Mar / Apr / May campaign-level performance reflected in the KPI tiles and trend charts. Campaign Snapshot table shows full-June actuals. High Income Area kept CPL best at $78 despite the highest CPC ($7.28) — the audience is qualified. New Orleans CPL of $238 is the outlier — recommend tightening keywords or the ad group's negative list next month.
Top Performing Keywords
Top Keywords by Clicks
What people searched before clicking
Top Keywords by Conversions
Where the leads came from
Call Activity · Mar–Jun 2026
Calls by Campaign · All-Time
99 calls across the 4-month range · 87 received · 12 missed (12%)
87
Received
12
Missed
High Income Area Focus drives the most calls (32 lifetime · 13 in June alone). Metairie Focus still has the highest miss rate — 7 of 15 lifetime calls missed (47%), including 2 of 6 in June. After-hours coverage is the fix.
Calls Per Month
1 (Mar) · 32 (Apr) · 40 (May) · 26 (Jun · full month) — pickup rate up from 85% → 88% since Apr
Recent Call Log
Latest June calls · Most recent first
Full 26-call June log below · click any phone number to call back directly.
99 calls total (Mar–Jun)
| Date / Time | Campaign | Status | Duration | Caller |
|---|---|---|---|---|
| Jun 30 · 11:00 AM | High Income Area | Received | 26s | +1 504-231-7456 |
| Jun 30 · 6:00 AM | High Income Area | Received | 27s | +1 504-231-7456 |
| Jun 29 · 6:00 AM | Metairie Focus | Received | 1m 36s | +1 337-244-2237 |
| Jun 27 · 8:00 AM | High Income Area | Received | 15s | +1 504-343-0506 |
| Jun 26 · 8:00 AM | High Income Area | Missed | — | — |
| Jun 26 · 6:00 AM | New Orleans Focus | Received | 28s | +1 504-342-7699 |
| Jun 25 · 8:00 AM | New Orleans Focus | Received | 3m 5s | +1 504-327-8083 |
| Jun 24 · 9:00 AM | High Income Area | Received | 2m 21s | +1 504-344-7659 |
| Jun 20 · 12:00 PM | Metairie Focus | Missed | — | — |
| Jun 20 · 12:00 PM | Metairie Focus | Received | 7m 4s | +1 732-261-9045 |
| Jun 19 · 12:00 PM | New Orleans Focus | Received | 18s | +1 832-213-8863 |
| Jun 19 · 7:00 AM | New Orleans Focus | Received | 22s | +1 228-327-7053 |
| Jun 19 · 6:00 AM | Metairie Focus | Received | 4m 53s | +1 732-261-9045 |
| Jun 18 · 8:00 AM | High Income Area | Received | 8m 33s | +1 504-442-1386 |
| Jun 16 · 6:00 AM | New Orleans Focus | Received | 51s | +1 504-756-3216 |
| Jun 15 · 8:00 AM | High Income Area | Received | 1m 5s | +1 504-266-5356 |
| Jun 15 · 8:00 AM | High Income Area | Received | 17s | +1 504-266-5356 |
| Jun 15 · 7:00 AM | High Income Area | Received | 54s | +1 504-266-5356 |
| Jun 13 · 3:00 PM | High Income Area | Received | 32s | +1 985-860-6266 |
| Jun 13 · 10:00 AM | New Orleans Focus | Received | 41s | +1 504-310-5647 |
| Jun 12 · 1:00 PM | Metairie Focus | Received | 2m 43s | +1 504-451-7585 |
| Jun 11 · 9:00 AM | Metairie Focus | Missed | — | — |
| Jun 5 · 9:00 AM | High Income Area | Received | 20s | +1 225-772-7001 |
| Jun 3 · 12:00 PM | High Income Area | Received | 1m 7s | +1 832-474-0668 |
| Jun 1 · 11:00 AM | High Income Area | Received | 1m | +1 504-495-1624 |
| Jun 1 · 10:00 AM | New Orleans Focus | Received | 9s | — |
| — Earlier · May 40 calls · Apr 32 · Mar 1 — | ||||
| May 21 · 1:00 PM | Metairie Focus | Received | 1m 12s | — |
| May 4 · 8:00 AM | Slidell Focus | Received | 6m 25s | +1 985-960-8278 |
| May 2 · 6:00 AM | High Income Area | Received | 28m 28s | +1 504-334-9625 |
Showing all 26 June calls + 3 sample May calls (99 total across Mar–Jun). Full historical log lives in Google Ads → Call details.
★ Marketing ROI Snapshot · Mar–Jun 2026
$46,655 in Google-attributed revenue against $13,398 in marketing spend (ads + retainer) = +248% ROI across 4 months — every $1 in marketing returned $3.48 in invoiced sales. May was the peak ($24,275 from 3 sales), April was the anomaly (zero Google-attributed sales despite $4,187 in spend).
💰
Google Sales · Mar–Jun
$46,655
8 invoiced jobs (6 with revenue)
📢
Ad Spend
$10,398
Mar–Jun Google Ads
📋
Retainer
$3,000
$750 × 4 months
🚀
Marketing ROI
+248%
ROAS 3.48× · Mar–Jun
📈
Avg Revenue Sale
$7,776
Excluding $0 invoices
📈 Growth Analysis · Mar 2025 → Aug 2026 FIELDEDGE INVOICE DATA
Built from the full FieldEdge invoice-profitability export (347 invoices, Mar 12 2025 – Aug 18 2026). Because the data starts Mar 12, 2025, every year-over-year figure below is a strict like-for-like Mar 12 – Aug 18 window in both years — not a partial-year comparison.
💵
Revenue · Mar 12–Aug 18
$364,888
2025: $321,256 · +13.6%
🧾
Avg Ticket
$2,943
2025: $2,452 · +20.0%
📋
Invoices
124
2025: 131 · −5.3%
🌱
New-Customer Revenue
31.9%
2025: 14.4% · Google + Referral share
★ The Headline: Growth Came From Bigger Jobs and New Customers, Not More Jobs
Revenue is up +13.6% year over year on 5.3% fewer invoices — the entire gain came from average ticket rising $2,452 → $2,943 (+20%). Underneath that, the customer mix shifted meaningfully: revenue from Google and Referral went from 14.4% of the book to 31.9% ($71,390 → $134,571), while dependence on existing customers fell from 85.5% → 68.1%. That is the clearest signal in the data that new-customer acquisition started working.
Monthly Revenue · 2025 vs 2026
Same calendar months side by side · Damaris engagement began late Dec 2025
June is the standout: $95,612 → $143,130 (+49.7%), the best month in the dataset. April and May ran behind last year ($67,057 → $27,314 and $63,381 → $29,181) — worth asking JMB whether capacity, staffing, or install scheduling drove that dip, since lead flow was healthy in the same window.
Where the Revenue Comes From
Lead-source mix · 2025 (Mar–Dec) vs 2026 YTD
| Source | 2025 | 2026 YTD | Change |
|---|---|---|---|
| $27,130 | $49,313 | +82% | |
| Referral | $44,260 | $85,258 | +93% |
| Existing Customer | $423,811 | $287,618 | share 86%→68% |
Google went from 4 invoices to 15, referrals from 10 to 16. Both channels nearly doubled in revenue.
❄️ Winter Plan · Growing Last Winter by 20%
Winter is JMB's slow season. Last winter (Dec 2025 – Feb 2026) produced $75,988 across 28 invoices. A 20% lift means $91,186 — an extra $15,198.
❄️
Last Winter Revenue
$75,988
Dec $40,958 · Jan $34,654 · Feb $376
🎯
+20% Target
$91,186
needs +$15,198
🔧
What That Equals
1.3
extra installs · winter avg $11,615
⚠️
Google in Winter
$335
2 invoices across the whole season
★ The 20% Is Smaller Than It Sounds — It's One and a Third Installs
Winter revenue is 92% installs ($69,690 from just 6 jobs) and only 8% service ($6,298 across 20 calls). At the winter average install of $11,615, the entire $15,198 gap is 1.3 additional installs across three months — roughly one extra system sold every six weeks. That is a far more achievable target than "grow 20%" sounds, and it means the plan should be built around install lead flow, not call volume.
1 · Fix February
Biggest single opportunity
February 2026 produced $376 across 4 invoices — effectively a shutdown month, with zero installs. December and January both cleared $34K+. If February merely matched January, winter grows 45% on its own — more than double the 20% goal from one month.
Ask JMB first: was February a demand problem, a staffing/holiday problem, or a billing-timing artifact? The fix is completely different depending on the answer.
2 · Don't Switch Google Off
$335 all winter vs $49,313 YTD
Google produced 2 invoices worth $335 across the entire winter, against $49,313 and 4 installs in 2026 YTD. The channel that now drives new-customer installs is essentially dark in the months JMB most needs it.
Move: hold winter ad budget at summer levels and shift creative to heating — "no heat," furnace repair, and system-replacement terms. One Google install (~$11K avg) covers a full winter of ad spend.
3 · Build the Maintenance Base
Only 13 plan customers today
The recurring-plan signature in the data is 80 small invoices averaging $22.84 from just 13 customers — about $1,827 lifetime. Maintenance plans are the classic winter-proofing play: predictable revenue, and techs inside homes during the slow months where aging systems get found and replaced.
Move: a fall enrollment push to the existing-customer list. Every plan visit in Dec–Feb is a chance to surface the install that closes the 1.3-job gap.
Winter Composition · Where the $75,988 Came From
| Segment | Invoices | Revenue | Share |
|---|---|---|---|
| Installs ≥ $5K | 6 | $69,690 | 92% |
| Service < $5K | 20 | $6,298 | 8% |
| Existing Customer | 22 | $65,178 | 86% |
| Referral | 4 | $10,475 | 14% |
| 2 | $335 | 0.4% |
The six winter installs: Ryan Krummel $14,450 · Erik Coble $14,390 · Lillian Morales $12,150 · Lance Ostendorf $11,100 · Tom Corona $9,100 · Estate of E. Hoffman $8,500. Five of six were existing customers — winter currently runs almost entirely on the house list.
Getting to $91,186 · Three Routes
Any single route closes the gap; combining them de-risks it
| Route | Needed | Realism |
|---|---|---|
| Installs · avg $11,615 | +1.3 jobs | Most realistic |
| February recovery to Jan level | +$34,278 | Would hit 145% of target |
| Service calls · avg $347 | +44 calls | Doubling winter call volume — hard |
Recommended plan: keep Google live through winter on heating intent (target 1 install), run a fall maintenance-plan enrollment drive to the existing list (protects service floor and surfaces replacements), and diagnose February before it repeats. Any two of the three comfortably clear +20%.
🔍 Google Ad Sales · 2025 vs 2026 LEAD SOURCE = GOOGLE
Every invoice FieldEdge tagged with lead source Google. 2026 runs Jan 1 – Aug 18; 2025 is the full year from Mar 12 (first data) onward.
💰
Google Revenue · 2026 YTD
$49,313
2025 full year: $27,130 · +82%
🧾
Google Invoices
15
2025: 4 · +275%
📊
Avg Google Ticket
$4,483
2025: $6,783 · smaller but far more jobs
🎯
Google Installs ≥$5K
4
2025: 2 · Faucheux, Burras, Carrasco, Morgan
Google-Sourced Revenue by Month
Every Google-tagged invoice, both years
2026 has already beaten all of 2025 by 82% with more than three times the job count — and there are still four months left in the year.
The Honest Nuance · Summer Window
Jun 1 – Aug 18, like for like
| Period | Revenue | Invoices | Avg |
|---|---|---|---|
| Jun 1 – Aug 18, 2025 | $20,730 | 3 | $6,910 |
| Jun 1 – Aug 18, 2026 | $12,723 | 8 | $1,590 |
| Change | −39% | +167% | −77% |
Read this carefully before quoting it. Summer 2025's Google revenue was two large June installs (Cheryl Slack $13,000 and Susan Fahrenholtz $7,200) — $20,200 of the $20,730 came from those two jobs. Summer 2026 produced nearly three times as many Google jobs but smaller ones, with the big installs landing earlier in the year instead (Faucheux $15,500 and Morgan $7,850 in May, Burras $11,500 in March).
The full-year picture is what matters: more jobs, more revenue, and a channel producing consistently rather than on two lucky months.
The full-year picture is what matters: more jobs, more revenue, and a channel producing consistently rather than on two lucky months.
Caveat on attribution: these are invoices where JMB's team tagged the lead source as Google in FieldEdge — it is their judgement at intake, not click-level tracking. Four 2026 Google invoices carry $0 revenue (quotes or no-charge visits) and are excluded from the averages. The August ad-spend drop has not yet shown up in these sales figures — with a typical HVAC sales cycle it would surface in September, which is the number to watch next month.
🤝 Before vs After Damaris · Engagement Began Late Dec 2025
Damaris started in late December 2025. The cleanest read is the like-for-like spring/summer window in each year, since that period exists in both datasets and covers the months the engagement has been fully active.
Before · Mar 12 – Aug 18, 2025
No marketing partner
$321,256
Revenue
$2,452
Avg Ticket
131
Invoices
14.4%
New-Customer Revenue
Google contributed $27,130 from 4 invoices across the whole period.
After · Mar 12 – Aug 18, 2026
Damaris engaged · Google Ads + SEO + local
$364,888
Revenue +13.6%
$2,943
Avg Ticket +20.0%
124
Invoices −5.3%
31.9%
New-Customer Revenue 2.2×
Google contributed $49,313 from 15 invoices — including 4 installs (Faucheux $15,500 · Burras $11,500 · Carrasco $10,400 · Morgan $7,850).
Read this honestly: a Mar–Aug comparison spans months where Damaris was active in 2026 and absent in 2025, so the channel shift (Google 4 → 15 invoices, new-customer revenue 14.4% → 31.9%) is the most directly attributable result. Total revenue growth of +13.6% also reflects pricing, capacity, and market conditions we don't control — it should not be claimed wholesale as marketing-driven. Note too that April and May 2026 both ran materially below 2025, which is worth understanding before setting winter targets.
Monthly ROI Breakdown
ROI = (Google sales − marketing spend) ÷ marketing spend. ROAS = Google sales ÷ marketing spend. Marketing spend = Google Ads cost + $750 retainer.
| Month | Google Sales | Jobs | Ad Spend | + Retainer | Total Mkt Spend | Net | ROI % | ROAS |
|---|---|---|---|---|---|---|---|---|
| Mar 2026 | $11,980 | 2 | $453 | $750 | $1,203 | +$10,777 | +896% | 9.96× |
| Apr 2026 | $0 | 0 | $4,187 | $750 | $4,937 | −$4,937 | −100% | 0× |
| May 2026 | $24,275 | 3 | $3,844 | $750 | $4,594 | +$19,681 | +428% | 5.28× |
| Jun 2026 | $10,400 | 3 | $1,913 | $750 | $2,663 | +$7,737 | +290% | 3.90× |
| Total Mar–Jun | $46,655 | 8 | $10,398 | $3,000 | $13,398 | +$33,257 | +248% | 3.48× |
⚠ April flagged red — $4,937 in marketing spend with zero Google-attributed invoices. Worth investigating: were April leads mis-tagged as "Existing Customer" by the sales team? Did leads from April convert in May (lag effect)? Or did April ads drive volume but not closing?
Historical Context · Jan 2026
Jan 2026
Pre-tracking baseline · ad spend not yet logged
$335
2 Google-sourced sales (1 zero-revenue)
| Date | Customer | Revenue |
|---|---|---|
| Jan 21 | Leo Campbell | $335 |
| Jan 30 | Robert Warden | $0 |
Google-Attributed Sales · Detail · Mar–Jun 2026
Every invoice where the Sales team tagged "Google" as the lead source. Sorted newest first.
| Date | Invoice | Customer | Revenue | Cost | Profit | Margin |
|---|---|---|---|---|---|---|
| Jun 7 | i1314 | Roger Fontenot | $0 | $0 | $0 | — |
| Jun 3 | i1312 | Jason Steger | $0 | $0 | $0 | — |
| Jun 2 | i1310 | Doris Carrasco | $10,400 | $0 | $10,400 | 100% |
| May 13 | i1294 | Sheila Morgan | $7,850 | $13,300 | −$5,450 | −69% |
| May 4 | i1289 | Wally Faucheux | $15,500 | $0 | $15,500 | 100% |
| May 4 | i1293 | Rachel Eckcmrode | $925 | $0 | $925 | 100% |
| Mar 24 | i1259 | Sirk Burras | $11,500 | $0 | $11,500 | 100% |
| Mar 4 | i1246 | Sara McCloskey | $480 | $0 | $480 | 100% |
⚠ Sheila Morgan (May 13) — $7,850 revenue but $13,300 in equipment cost = net loss of $5,450 on that single job. Likely a discounted install or warranty work. Worth a margin review to confirm pricing covers COGS on future Google-sourced HVAC installs.
Zero-revenue invoices (Roger Fontenot, Jason Steger, Robert Warden) are open jobs with no closed revenue yet — they're still in the pipeline or may have been voided. Either way they count as Google-sourced leads but $0 toward ROI.
Zero-revenue invoices (Roger Fontenot, Jason Steger, Robert Warden) are open jobs with no closed revenue yet — they're still in the pipeline or may have been voided. Either way they count as Google-sourced leads but $0 toward ROI.
Key Takeaways
★ Winners
- May was peak — $24,275 from 3 jobs (Wally Faucheux $15.5k anchored)
- Mar delivered 896% ROI on just $1,203 total marketing spend (Sirk Burras $11.5k single-handedly carried it)
- Jun is pacing strong — $10,400 in 10 days from $1,199 spend
⚠ Watchouts
- April attribution gap — $4,937 spent, $0 attributed. Audit lead-tagging at point of sale
- Sheila Morgan loss — $5,450 net loss on a single install. Pricing/margin review
- 2 of 8 Mar–Jun invoices at $0 — track outcome (closed-won vs cancelled vs pipeline)
→ Action Items
- Lead-source tagging discipline — make "Google" required at invoice creation when call source = Ad
- Track lag effect — leads from April may have converted in May. Pull a multi-touch attribution view
- Margin floor — set minimum margin % so jobs like Sheila Morgan trigger a review before invoicing
📍 Google Business Profile · Jun – Aug 2026 DOWN YEAR OVER YEAR
Direct from the Business Profile performance report. August is partial (through Aug 13). The percentage changes are Google's own year-over-year figures; the 2025 counts beside them are calculated back from those percentages (each one resolves to a single whole number, so they are accurate to ±1).
⚠ Profile Interactions Are Down ~65–70% Against Last Year
Google reports −69.4% in June and −65.1% in July versus the same months in 2025 — roughly 36 → 11 interactions in June and 43 → 15 in July. Website clicks fell hardest (−73.9% and −73.3%); calls are down 55–62%. Every metric moved the same direction by a similar margin.
This needs diagnosis before it is treated as a performance problem. A drop this uniform across every metric usually points to one of three things: a change in how Google counts interactions, a ranking/visibility loss in the local pack, or reduced profile activity (posts, photos, review velocity). It does not match the paid or invoice data, where 2026 is ahead of 2025 — so the business is not actually getting fewer customers.
This needs diagnosis before it is treated as a performance problem. A drop this uniform across every metric usually points to one of three things: a change in how Google counts interactions, a ranking/visibility loss in the local pack, or reduced profile activity (posts, photos, review velocity). It does not match the paid or invoice data, where 2026 is ahead of 2025 — so the business is not actually getting fewer customers.
👁️
Interactions · Jul
15
▼ 65.1% vs Jul 2025 (≈43)
📞
Calls · Jul
6
▼ 53.8% vs Jul 2025 (≈13)
🔗
Website Clicks · Jul
8
▼ 73.3% vs Jul 2025 (≈30)
📅
August to Date
7
2 calls · 5 website clicks · thru Aug 13
2026 vs 2025 · Business Profile
2026 counts are measured · 2025 counts calculated from Google's reported % change
| Metric | 2025 (calc.) | 2026 | Change |
|---|---|---|---|
| June · Interactions | ≈36 | 11 | −69.4% |
| June · Calls | ≈13 | 5 | −61.5% |
| June · Website clicks | ≈23 | 6 | −73.9% |
| July · Interactions | ≈43 | 15 | −65.1% |
| July · Calls | ≈13 | 6 | −53.8% |
| July · Website clicks | ≈30 | 8 | −73.3% |
| August 1–13 · Interactions | — | 7 | not reported |
What To Do About It
Ordered by likely impact
- Confirm the profile is still fully verified and complete — hours, service areas, categories, photos. An incomplete or suspended profile drops out of the local pack quietly.
- Check local-pack rankings for the core terms (AC repair Metairie / New Orleans). If rankings held, this is a counting change; if they slipped, it is a visibility problem with a clear fix.
- Restart profile activity — weekly Google Posts, fresh photos, and a review-request cadence. Profile freshness is a direct local-ranking factor.
- Cross-check against the invoice data — 2026 revenue is up 13.6% year over year, so the customers are still arriving. This is a discovery-channel issue, not a demand issue.
📅 Local Search — Results by Date Range
—
⭐
Total Interactions
66
Dec 2025 – Jun 2026 · 7 months
📞
Calls from Profile
22
May peak: 10 · Jun: 3
🌐
Website Clicks
42
64% of interactions
💬
Chat Clicks
1
Apr only · rare
📍
Direction Requests
1
Service-area business
★ May Surge → June Softening (YoY broad decline)
May 2026 was the peak month — 23 interactions, 10 calls (+66.7% YoY), 13 website clicks. Then June cooled hard across every category: 8 total interactions (-77.8% YoY), 3 calls (-76.9% YoY), 5 web clicks (-78.3% YoY), 0 chat, 0 bookings. April was also weak (5 total, -78.3% YoY). Since June is typically the start of peak HVAC season, this is a real signal — worth investigating ranking, review activity, competitor visibility, or a Google algorithm shift on service-area businesses. Calls-out for the profile-optimization / review-request workstream.
7-Month Performance Trend
Profile Interactions Over Time
Dec 2025 – Jun 2026 · By type · all four interaction categories now tracked
Interaction Breakdown
Interactions by Type
Web clicks dominate (64%) · calls 33% · chat + directions 3%
Monthly Activity Mix
Stacked view by interaction type
📅 SEO — Results by Date Range
—
👥
Organic Users
741 -36%
vs previous 28 days
🔄
Sessions
783 -37%
Engaged: 228 (29%)
🔍
GSC Clicks
30 +275%
5.2K impr · 0.6% CTR · pos 19.2
⭐
Authority Score
6 +4
SEMrush trending up
🗝️
Organic Keywords
39 +26%
221 backlinks · 116 domains
★ Mixed Signal Worth Investigating
SEO clicks (GSC) up 275% and Authority Score climbed by 4 — but Google Analytics shows traffic down 36%. The gap suggests a tracking issue (paid traffic being filtered, or GA4 reporting lag). Worth a check on the GA4 / GSC linkage.
Keyword Rankings & Engagement
Tracked Keyword Rankings
163 keywords tracked in Louisiana · top 100
Engagement Snapshot
How visitors interact with the site
29.12%
Engagement Rate
00:10
Avg. Eng. Time
228
Engaged Sessions
0.31
Engaged / User
/hvac-maintenance-plans-new-orleans/ has 1:15 avg time — your standout educational page. Worth promoting more.
Top Pages & Search Queries
Top Pages by Pageviews
Where visitors land and engage
| Page | Views | Users | Time | Engage |
|---|---|---|---|---|
| / | 721 | 616 | 0:08 | 30.92% |
| /contact-us/ | 139 | 113 | 0:11 | 64.10% |
| /about/ | 32 | 28 | 0:07 | 51.72% |
| /construction/ | 18 | 14 | 0:06 | 64.29% |
| /hvac-maintenance-plans-new-orleans/ | 10 | 6 | 1:15 | 66.67% |
| /hvac-services-in-meraux-la/ | 6 | 3 | 0:08 | 28.57% |
Top Search Queries (GSC)
What Google sends you traffic for
| Query | Clicks | Impr. | CTR | Pos. |
|---|---|---|---|---|
| ac repair chalmette | 1 | 89 | 1.12% | 8.0 |
| jmb airconditioning & refrigeration | 1 | 31 | 3.23% | 13.2 |
| 24-hour hvac service kenner | 0 | 33 | 0% | 6.4 |
| a/c repair mandeville la | 0 | 3 | 0% | 23.3 |
"24-hour hvac service kenner" ranks at position 6.4 but gets 0 clicks — likely needs a compelling meta description or FAQ schema to convert impressions.
Audience & Acquisition
New User Channels
How 622 new users found the site
Top Cities — Active Users
New Orleans dominates (141)
Backlinks Profile
Backlink Authority Distribution
116 referring domains · 221 backlinks
Site Audit Health
SEMrush crawl summary
90%
Site Health
0
Errors
466
Warnings +43
67
Pages Crawled
Warnings climbed by 43 — worth a SEMrush audit deep-dive. Most likely missing image alt-text + meta descriptions on new pages.