Veraa. Client Performance Dashboard

Hemma Decks — Marketing Performance

Google Local Services Ads + Meta Ads · Updated Sep 3, 2026 · Sept: LSA thru 9/3, Meta thru 9/3 · August final except LSA spend (statement pending)
This Month · September 2026

This monthSeptember 2026 · month begins

Billable leads
—
first export populates this
Ad spend
—
LSA + Meta, month-to-date
Blended CPL
—
LSA Sept spend still to come
It happened
Meta has 2 wins: Morino $50,200 + Lisa Jones $10,900 — the Jones win was found by the gap audit (blank source, exact Meta form match). 31 Meta opps still active.

September opened with the proof: Meta's first closed deal — $50,200 (Matt/Fran Morino), landing exactly when the 8–10 week cycle said it would, and pushing total pipeline wins past $1M. The new Creative Test campaign is live and delivering at ~$16 CPL (3 leads in 3 days — 2 landing-page forms + 1 phone call; early, small sample, but 2.4× cheaper than the lead form). LSA also won a dispute on day one (Sep 1 Akron message credited back). September's job: keep logging the July–August cohort as it signs.

This weekWeek of Aug 31

LSA leads (wk of Aug 31)
7
3 charged · 1 dispute credited (Sep 1 Akron)
Meta Creative Test
$16/lead
3 leads in 3 days (2 forms + 1 call) — watch it
August close-out
1
remaining: LSA Aug billing statement / transactions total
Meta wins
$61,100
Morino $50,200 + Lisa Jones $10,900 (found in the gap audit)

Money — liveSeptember funnel & ROI

Every number cell is editable. Meta leads = lead-form results + “+ calls” (GHL contacts with source “Meta Landing Page” — Meta's export never counts them). Everything recalculates as you type and syncs to the Season tab.
SourceLeadsAd spendCPLEst. bookedCost / apptDealsClose %RevenueROAS
Google LSA — — — —
Meta Ads forms + calls + — — — —
September total ——— ———— ——
Weekly charts and city maps for September appear with the first export of the month. Values save automatically.

Platform detailSeptember so far · Sep 1–3

Google LSA
Leads
4
1 charged · 2 filtered · 1 credited
Dispute won day one
1
Sep 1 Akron message — credited back
Cities
Canton ×2, Brecksville, Akron
Spend
—
first Transactions pull mid-month
LSA leads by week
Meta Ads — now two campaigns
CampaignLeadsSpendCPL
Hemma | Leads | Summer 20263$117.72$39.24
Hemma | Creative Test | Sep 2026 new3$49.46$16.49
Meta total6$167.18$27.86
Meta's export reported 4 pixel results on the Creative Test, but the real count is 3: 2 landing-page forms + 1 phone call (tagged “Meta Landing Page” in GHL — the call lives in the “+ calls” box above since Meta never counts calls as leads). Early read: 3 days is a tiny sample, but $16 vs $39 per lead is worth watching closely.

What we recommendRight now

  • 1 · One number left on August. Leads and Meta are final; send the LSA August billing statement (or Transactions Aug 1–31 total) and the month's CPL locks in exactly.
  • 2 · Meta has two wins — keep them coming. Morino ($50,200) and Lisa Jones ($10,900 — surfaced by the gap audit, source was blank in GHL) prove the funnel; 31 Meta opps are still active and the cohort keeps aging into signing range. Log each win with its source and value.
  • 3 · Watch the Creative Test before scaling it. $16/lead is 2.4× cheaper than the lead form — if quality holds through ~2 weeks (do the landing-page leads answer the phone?), shift budget toward it. Keep the “+ calls” box for GHL “Meta Landing Page” phone calls only, so forms are never double-counted.
  • 4 · Keep the new tagging discipline. Almost every opportunity since late August arrives with a source — that's what makes every ROAS number on this dashboard real. Reviews keep firing on completed jobs into fall.
Google review count
update weekly from GBP
Average rating
rating + count drive LSA rank
Why these are here
Review velocity is the biggest lever on LSA ranking. Confirm the post-job review automation fired on every completed project — every call.
Past Months

ArchivePick a month

August 2026

Month summaryAugust 2026 · final numbers pending month-end exports

Billable leads
78
38 LSA charged + 40 Meta
Ad spend
$2,586
LSA spend still the 8/17 total — statement pending
Blended CPL
$33.15
understated until LSA Aug spend lands
Final verdict
2nd
busiest month of the season — 92 total inquiries

August, final: the seasonal dip reversed and August finished as the second-busiest month of the season — 52 LSA leads (38 charged, 73%) with the week of Aug 24 hitting 13, and Meta beat July outright: 40 leads vs 28, at $44.36 CPL on $1,774.53 spend. Both late-month disputes (Mayfield call, Medina message) resolved to charged. The one number still open is August's LSA spend — the transactions total or billing statement closes it.

Money — liveAugust funnel & ROI

Every number cell is editable; leads and spend are pre-filled from the exports. Meta leads = lead-form results + “+ calls” (GHL contacts tagged Meta-Ads-Call — Meta's own export never counts them). Add estimates booked, deals closed, and revenue from the job log — everything recalculates, and the tiles above follow.
SourceLeadsAd spendCPLEst. bookedCost / apptDealsClose %RevenueROAS
Google LSA — — — —
Meta Ads — — — —
August total ——— ———— ——
Leads = billable only (LSA charged + Meta lead forms) — August's 11 free/filtered LSA leads are excluded so costs aren't understated. Values save in this browser on this device.

Platform detailGoogle LSA — August

Total leads
52
37 calls · 15 messages
Charged (billable)
38
73% of all leads — best rate since May
Free / not charged
14
both disputes resolved → charged
Spend
$811 thru 8/17
Aug statement closes this number
LSA leads per week
Week beginning (Mon) · final · Aug 31 bar is the month's Monday spillover
Charged Not charged
Where August's leads came from
Top cities, LSA leads through Aug 20
  • The dip fully reversed. Weekly leads went 13 → 8 → 12 → 13 — the week of Aug 24 tied the season's second-best, and August finished at 52 LSA leads, within two of May.
  • All reviews resolved — every one to charged. The Aug 20 Akron call, the Aug 26 Mayfield call, and the Medina message (Mike Mendicino) all finalized as billable. Google's auto-filtering still caught 14 junk leads at no cost.
  • Cleaner mix, wider map. No repair-flagged leads all month; geography kept spreading — North Royalton ×4, Medina/Canton/Twinsburg ×3, plus Massillon, Green, Macedonia, Seville, and a 44645 first.

Platform detailMeta Ads — August

“Hemma | Leads | Summer 2026” · $57/day · lead form objective
Leads (final)
40
▲ beat July's 28 by 43%
Spend (final)
$1,774.53
Aug 1–31 · $57/day budget
Cost per lead (final)
$44.36
▼ 3% vs July's $45.85
Reach
14,512
39,543 impressions · freq 2.7
  • Month two beat month one. 40 leads vs July's 28 on the same budget, at a slightly better CPL — the campaign is compounding. The mid-month soft stretch fully recovered. Hold the budget into September.
July 2026

Month summaryJuly 2026

Billable leads
82
54 LSA charged + 28 Meta
Ad spend
$4,226
$2,942 LSA + $1,284 Meta
Blended CPL
$51.54
per billable lead
Peak of the season
76
LSA leads — the year's high

Money — liveJuly funnel & ROI

SourceLeadsAd spendCPLEst. bookedCost / apptDealsClose %RevenueROAS
Google LSA — — — —
Meta Ads — — — —
July total ——— ———— ——

Platform detailGoogle LSA — July

Total leads
76
58 calls · 18 messages
Charged (billable)
54
71% of all leads
Free / not charged
22
21 not charged + 1 credited
CPL
$54.49
per charged lead
LSA leads per week — July
Week beginning (Mon) · edge weeks can span months
Charged Not charged
Where July's leads came from
Top cities, July LSA leads
  • Repairs made up a big slice. 20 of 76 LSA leads were repair-flagged (boards, railings, staining, ledger work).
  • People searched for Hemma by name. 8 leads came from direct business searches — the brand pulling demand on its own.
  • Dispute filtering worked. Wrong numbers, an HVAC call, and a Craigslist misdial screened at no cost; one charged lead disputed and credited back.

Platform detailMeta Ads — July

Leads
28
0.9 per day
Spend
$1,283.93
of ~$1,767 budgeted
Cost per lead
$45.85
 
Reach
9,648
27,600 impressions · freq 2.9
June 2026

Month summaryJune 2026 · LSA only — Meta launched July 1

LSA leads
73
54 charged · 19 free/filtered
Charge rate
74%
in line with season avg
Spend & CPL
—
CPL — · from the table below
Context
Second-busiest month of the season — early-summer demand in full swing.

Money — liveJune funnel & ROI

SourceLeadsAd spendCPLEst. bookedCost / apptDealsClose %RevenueROAS
Google LSA————
June total—————————
LSA only — Meta launched July 1. Leads and spend stay in sync with the Season tab automatically.
May 2026

Month summaryMay 2026 · LSA only — Meta launched July 1

LSA leads
54
44 charged · 10 free/filtered
Charge rate
81%
best of the season
Spend & CPL
—
CPL — · from the table below
Context
Appointment-heavy month — many “APPT” flags in the inbox notes. One bad lead credited.

Money — liveMay funnel & ROI

SourceLeadsAd spendCPLEst. bookedCost / apptDealsClose %RevenueROAS
Google LSA————
May total—————————
LSA only — Meta launched July 1. Leads and spend stay in sync with the Season tab automatically.
April 2026

Month summaryApril 2026 · LSA only — Meta launched July 1

LSA leads
44
28 charged · 16 free/filtered
Charge rate
64%
2 disputes credited
Spend & CPL
—
CPL — · from the table below
Context
Spring ramp — volume tripled from March as the season opened.

Money — liveApril funnel & ROI

SourceLeadsAd spendCPLEst. bookedCost / apptDealsClose %RevenueROAS
Google LSA————
April total—————————
LSA only — Meta launched July 1. Leads and spend stay in sync with the Season tab automatically.
March 2026

Month summaryMarch 2026 · LSA launched Mar 14

LSA leads
15
10 charged · 5 free/filtered
Charge rate
67%
first 2½ weeks live
Spend & CPL
—
CPL — · from the table below
Context
Launch month — live Mar 14. A small Google Search ads test also ran ($278.81, 33 clicks), tracked separately from LSA.

Money — liveMarch funnel & ROI

SourceLeadsAd spendCPLEst. bookedCost / apptDealsClose %RevenueROAS
Google LSA————
March total—————————
LSA only — Meta launched July 1. Leads and spend stay in sync with the Season tab automatically.
Season 2026 · annual run

Annual runSeason 2026 · Mar 14 – Sep 3 · September accruing

Total LSA leads
318
216 calls · 102 messages
Charged (billable)
229
72% of all leads
Filtered at no cost
84
+ 5 disputes won (credited)
Booked appointments
23+
flagged “APPT” in the inbox notes

Annual reviewSeason money — 2026

Everything spent and every billable lead, all year — every number cell is editable. LSA spend is loaded from the monthly billing statements, net of promo codes and invalid-activity refunds (attributed to their service month). Print this tab at season's end for the annual review.
Season ad spend
$13,032
all platforms, full season
Season billable leads
264
211 LSA charged + 53 Meta
Season blended CPL
$45.89
per billable lead, all season
Season ROAS
—
revenue:
MonthLSA chargedLSA spendMeta leadsMeta spendMonth CPL
March (from 3/14)—
April—
May—
June—
July—
August—
September (to date)—
Season 2026211—53——
Month CPL = (LSA + Meta spend) ÷ (LSA charged + Meta leads). August LSA spend is the Aug 17 transactions total. Values save in this browser on this device.

TrendThe season's shape

LSA leads per month since launch
March 2026 – August 2026 · all months final
Charged Not charged / credited
Where leads come from — all time
Top cities across all 294 LSA leads

What the season saysTakeaways

  • The season has a clear shape. Volume ramped 15 → 44 → 54 → 73 → 76 March to July, and August finished at 52 — a far gentler fall-off than feared. For 2027: bid aggressively April through July, ease off into fall — the curve proves it.
  • The charge rate holds around 72%. Google's filtering plus our disputes keep roughly 1 in 4 leads free; four disputes won outright. Keep contesting anything out of scope.
  • The service area has a spine. Akron (26), Medina (17), Solon (17), Brunswick (16), Canton (14) anchor the map — the roadmap for the next service-area pages and review pushes.
  • Repairs are a standing stream. 31 repair-flagged leads across the season — they hold up better than full builds off-season and can keep LSA producing through the slow months.
Pipeline · from the CRM

From lead to signed jobSales pipeline · 636 opportunities · Feb 20 – Sep 3 · updated monthly from GoHighLevel

Closed won — revenue
$1,044,823
53 jobs — the pipeline crossed $1M
Opportunities YTD
636
every lead that entered the CRM
Active pipeline
199
new lead through negotiation & nurture
Win rate (decided)
16%
53 won vs 277 lost · unqualified excluded
Return on ad spend — attributed only · live (updates as spend & revenue data is filled in)
Ad-attributed ROAS
—
LSA + Meta credited wins ÷ ad spend
Net after ad spend
—
attributed won revenue − all ad spend
Spend per attributed win
—
ad spend ÷ 4 credited jobs
Wins with no source
$407,391
26 jobs excluded from ROAS — see the gap below
ROAS counts ONLY revenue from wins attributed to Google LSA or Meta ($154,000 · 5 jobs · Meta: Morino $50,200 + Lisa Jones $10,900, the latter matched to her Meta form fill by phone & email). It is a floor: $407,391 of won revenue has no source and is deliberately excluded rather than credited to ads. Closing the attribution gap is what moves this number toward its true value.
Beyond ads — SEO & organic attribution
SEO & organic — won
$242,836
12 jobs via website form, Google Search & site chat
SEO & organic — active
32
18 website-form · 10 Google Search · 3 site chat · 1 ChatGPT
All marketing — won
$396,836
17 jobs: ads $154,000 + organic $242,836
Organic/SEO here catches every search-flavored source tag — “Google Search”, “Google”, “Search” (typos included) — plus the website lead form, the site chat widget, and ChatGPT/AI referrals. All 12 organic wins so far came through the website form. Caveat: some form fills may be referrals or repeat customers, so treat the split as directional until historical sources are back-filled.

FunnelWhere opportunities sit

Pipeline stages — all sources
Counts today, on the restructured pipeline · 106 unqualified and 270 closed-lost tracked separately below

By sourceOutcomes by lead source

Every opportunity by source and outcome
Won and active carry the color; lost and unqualified recede · small segments are widened slightly so every count stays readable
Won Active Lost Unqualified
Closed-won revenue by source
Sums of the deal values recorded in the CRM (44 of 49 wins carry a value)

Tracked vs actualThe attribution gap — and the audit that closed most of it

What the ad platforms billed for vs what the CRM can account for. On Sep 3 every platform lead was cross-referenced against the CRM person-by-person (phone, name, email) — so the gap is no longer a mystery number: every lead is now on a named list.
Where it started
26%
of LSA leads visible in the CRM by source tag alone (Meta: 65%)
What the audit found
$10,900
a hidden Meta win (Lisa Jones) — now credited — and LSA's $92,900 verified to the dollar
Fixable with a source stamp
72
contacts already in GHL: 51 LSA + 10 Meta blank + 11 mis-sourced — lists delivered
Truly missing from the CRM
111
97 charged LSA leads + 14 Meta form fills with no record — the follow-up queue
Where every billed lead actually is — after the Sep 3 audit
Unique charged customers, repeat calls deduped · LSA all-time, Meta lead forms Jul 11 – Sep 2
In the CRM (matched)Not in the CRM — named list deliveredUnmatchable (no contact info in export)
“In the CRM” counts every person the audit matched, whether or not their source field is filled in yet — 72 of them just need the source stamped (lists sent Sep 3). The unmatchable slice is LSA message leads Google bills for without sharing a name or phone. The lasting fix stays the same: a GHL automation that stamps the source on every opportunity at intake.

Reading it honestlyPipeline notes

  • Meta has closed two deals — Morino $50,200 (right on the 8–10 week schedule) and Lisa Jones $10,900 (surfaced by the gap audit). $61,100 against $4,858 of total Meta spend to date is a 12.6x ROAS on its own; 31 Meta opportunities are still active behind it. The channel is proven end to end.
  • The attribution gap is closing at intake — history is what's left. 351 opportunities still lack a source, including $407K of won revenue, but nearly every opportunity created since late August arrives tagged (Meta Ads, Meta Landing Page, Google Search, Repeat Customer — even one from ChatGPT). The Sep 3 audit turned the rest into named lists: 72 contacts just need a source stamp, and the biggest historical wins can be back-filled as Matt remembers them.
  • The pipeline got restructured — and it tells a cleaner story. The old “Contact Attempting” pile was re-staged: 101 now sit in “Unverified / No Response” (the honest label) and 15 in “Pending Estimate.” Those 101 unreachables are the speed-to-lead cost, itemized.
  • The website form quietly closes. 84 opportunities, 12 wins, $243K — the site is a producer in its own right, separate from the ad platforms.
2027 Goals

The target2027 season plan · 2 sales reps · every assumption below is editable and saves

Revenue goal
Matt's number
Appointments
960
/week × weeks
Revenue at these assumptions
—
—
Jobs closed
—
—
Appt → close rate
%
2026 actual: 18% — the follow-up lever
Average job value
$
2026 actual: ~$19.5K — the mix lever
Lead → appt rate
%
2026 range: 23–46%
Leads needed
—
—
The chain: leads → appointments (× lead→appt rate) → jobs (× close rate) → revenue (× avg ticket). The two levers that turn 960 appointments into $5M instead of $3.3M: close 1-in-4½ instead of 1-in-5½, and keep rep appointments for builds, not small repairs.

Where the leads come fromChannel plan — leads per week

Paid carries the plan, but referrals, organic, samples, yard signs, and shows all count toward the weekly number. Targets are editable — 2026 baselines shown for honesty.
Channel2026 baseline /wk2027 target /wkSeason totalNotes
Google LSA~9 peak—full season from Mar 1, wider area, higher bids
Meta Ads~8 peak—launch Mar 1 at 2–3× 2026 budget
Organic / website / GBP~4—site closed $198K in 2026 — SEO + service-area pages
Referrals & repeat~2—referral program on every completed job
Samples · yard signs · shows~2—H&G + Medina shows, sample drops, signs on every jobsite
Angi · Home Depot · other~2—keep what already converts
Total~24 peak———
Paid leads (LSA + Meta)
—
—
Blended CPL assumption
$
2026 actual: $45.89
Season ad budget
—
—
Projected return
—
revenue at assumptions ÷ ad budget
2026 proof that non-paid works: website form $198K won · referrals/shows/samples/retail $241K won · plus most of the $397K unattributed likely belongs here. The channel targets are goals to build toward through the season, not week-one expectations.

In-seasonPace tracker · starts with the 2027 season — update on each weekly call

Week # of season
week 1 = first week of March
Leads to date
target —
Appointments to date
target —
Revenue to date
$
target —
Targets prorate the season plan by week number. Green = at or ahead of pace; amber = behind. Each link of the chain is tracked separately so the weekly call shows exactly which one is leaking.
Call Notes

Weekly callAgenda · week of Aug 17

Uncheck the boxes at the start of each call — checks and notes save in this browser on this device.
  • Review this week's numbers (This Month tab) — leads, charged rate, spend pace.
  • Disputes: any junk leads to dispute? Any “in review” leads to follow up? (Window is limited.)
  • Update estimates booked, deals closed, and revenue in the month's funnel table.
  • Reviews: new Google reviews this week? Automation firing on completed jobs?
  • Budget & creative: any changes to Meta budget or LSA job types / bidding?
  • Review last week's action items below.

Follow-upsAction items

ItemOwnerDueStatus

DiscussionNotes & decisions

HistoryWeekly log

One row per call — the dashboard's running record. The week's headline numbers and the one thing that mattered.
Week ofLSA leadsMeta leadsSpendHighlight / decision
Aug 17