2.4 How Do We Know It Is Working?

We know the campaign is working when it produces qualified leads at a reasonable cost.

The most important question is:

Are we getting real calls and estimate requests from people who need vehicle hail repair?

Primary success metrics

Metric	What it tells us
Phone calls	People are contacting the business directly
Form submissions	People are requesting estimates or more information
Cost per lead	How much we pay for each lead
Lead quality	Whether the lead is actually useful
Conversion rate	How well the website turns visitors into leads
Search terms	Whether ads are showing for the right searches
Location performance	Which city is generating the best results

Secondary metrics

Metric	What it tells us
Clicks	How many people visit the website from ads
Impressions	How often ads are shown
Click-through rate	Whether the ad message is relevant
Cost per click	How expensive the traffic is
Ad strength	Whether the ads are built well
Quality Score	Whether keywords, ads, and landing pages match

What good performance looks like

The campaign is healthy when:

• Search terms are mostly about vehicle hail repair.
• Leads are coming from Lubbock, McKinney, Collin County, and Azle.
• Calls are from real prospects.
• Cost per lead is stable.
• The best-performing campaigns are clear.
• Budget is not wasted on roofing, home repair, jobs, or DIY searches.
• Landing pages are converting visitors into calls and forms.

What poor performance looks like

The campaign needs work if:

• Ads are showing for roofing or home hail damage.
• Many clicks do not turn into calls or forms.
• Leads are outside the service area.
• People are calling about unrelated services.
• Cost per lead is too high.
• Call quality is poor.
• Landing pages are confusing.
• Forms are not being submitted.
• Conversion tracking is not working.

Monthly reporting

A simple monthly report should include:

1. Total ad spend
2. Total calls
3. Total form submissions
4. Total leads
5. Cost per lead
6. Best-performing location
7. Best-performing keywords
8. Worst-performing searches
9. Changes made during the month
10. Recommendations for next month

Decision rules

Use these rules to guide optimization:

Situation	Recommended action
Campaign has good cost per lead	Increase budget gradually
Campaign spends without leads	Review search terms and landing page
Calls are low quality	Add negatives and tighten keywords
One location outperforms others	Shift budget toward that location
Roofing/home searches appear	Add negative keywords immediately
Leads increase after storms	Temporarily increase budget in affected area