Veraa. Client Performance Dashboard

Hemma Decks — Marketing Performance

Google Local Services Ads + Meta Ads · Updated Sep 1, 2026 · September in progress · August pending final month-end exports (leads thru 8/26, LSA spend thru 8/17, Meta split est.)
This Month · September 2026

This monthSeptember 2026 · month begins

Billable leads
—
first export populates this
Ad spend
—
LSA + Meta, month-to-date
Blended CPL
—
Aug finished ≈ $42
Watch this month
Meta's first closed deals are due (37 active opps from Jul–Aug) — log them the moment they sign.

September setup: the seasonal taper is real but gentler than feared — August held ~1.7 LSA leads/day and Meta's pace stayed above July. The new landing-page call ad starts counting this month: callers get tagged Meta-Ads-Call in GoHighLevel and go in the “+ calls” box below, since Meta's own export never sees them. And with the 8–10 week cycle, September's signings mostly come from July–August leads — this is the month the summer ad spend proves itself.

This weekWeek of Aug 31

LSA leads (wk of Aug 31)
—
populates with the first September export
Disputes open
2
Aug 26: Mayfield call + Medina message — window closing
August close-out
3
exports needed: LSA leads · LSA transactions · Meta Aug 1–31
Meta call leads
Pull the GHL contacts tagged Meta-Ads-Call weekly and enter them below.

Money — liveSeptember funnel & ROI

Every number cell is editable. Meta leads = lead-form results + “+ calls” (GHL contacts tagged Meta-Ads-Call — Meta's export never counts them). Everything recalculates as you type and syncs to the Season tab.
SourceLeadsAd spendCPLEst. bookedDealsClose %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.

What we recommendRight now

  • 1 · Close out August. Send the three month-end exports (LSA leads inbox, LSA Transactions Aug 1–31, Meta Aug 1–31) and August's archive goes final — exact CPLs, no estimates.
  • 2 · Log Meta's first wins. 37 Meta opportunities are active and the 8–10 week clock says September–October is when they sign. Each one logged moves the source-credited ROAS floor up.
  • 3 · Feed the “+ calls” box weekly. Pull the Meta-Ads-Call tag count from GHL contacts on every call — invisible to Meta's reporting, but real ad-driven volume that belongs in CPL and ROAS.
  • 4 · Chase the two open disputes (Aug 26 Mayfield call, Medina message) before the window closes, and keep the review engine 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
66
30 LSA charged + 36 Meta
Ad spend
$2,354
LSA spend last updated 8/17
Blended CPL
$35.67
understated — LSA spend lags
Projected month-end
95 est.
~52 LSA + ~43 Meta leads at pace

The short version: the seasonal dip reversed. The week of Aug 17 finished with 12 LSA leads — beating the prior week's 8 — and this week is pacing right with it. Meta's soft stretch also reversed: after CPL crept to $45.67 mid-month, the last five days ran roughly $36/lead, pulling the August estimate back to ~$42. August is now projected to be the second-busiest month of the season. Reminder for reading ROAS: Hemma's 8–10 week cycle means this month's revenue mostly comes from June–July leads.

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. bookedDealsClose %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
44
30 calls · 14 messages
Charged (billable)
30
68% of all leads
Free / not charged
14
12 not charged + 2 in review
Spend
$811 thru 8/17
needs a fresh Transactions total
LSA leads per week
Week beginning (Mon) · Aug 24 bar covers Mon–Wed
Charged Not charged
Where August's leads came from
Top cities, LSA leads through Aug 20
  • The dip reversed. Weekly leads went 13 → 8 → 12, and this week has 8 by Wednesday. August is pacing to ~52 LSA leads — closing in on May's 54.
  • Two leads in review — check on the call. Both Aug 26: the Mayfield phone lead and the Medina message lead (Mike Mendicino). The dispute window is limited; the Aug 20 Akron review resolved to charged.
  • Cleaner mix continues. Still no repair-flagged or junk leads in August; geography keeps spreading (North Royalton ×4, plus Massillon, Green, and a 44645 first).

Platform detailMeta Ads — August

“Hemma | Leads | Summer 2026” · $57/day · lead form objective
Leads (Aug, est.)
36
▲ 1.38/day — +53% pace vs July
Spend (Aug, est.)
$1,543
on pace for ~$1,840
Cost per lead (est.)
$42.86
▼ recovered from $45.67
Reach (30-day)
13,997
36,986 impressions · freq 2.6
  • The soft stretch reversed. After CPL crept to $45.67 mid-month, the last five days delivered ~11 leads at roughly $36/lead. No creative change needed right now — keep the budget where it is.
  • August figures are estimates. This week's export covered a rolling Jul 28–Aug 26 window (40 leads, $1,708.61), so the August split assumes July's daily averages for the overlap days. Next export, set the date range to the calendar month for exact numbers.
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. bookedDealsClose %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. bookedDealsClose %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. bookedDealsClose %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. bookedDealsClose %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. bookedDealsClose %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 – Aug 26

Total LSA leads
306
206 calls · 100 messages
Charged (billable)
220
72% of all leads · 2 in review
Filtered at no cost
80
+ 4 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 · August covers the 1st–20th
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 from March to July; August is pacing to ~52 — a gentler fall-off than expected. 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 · 596 opportunities · Feb 20 – Aug 26 · updated monthly from GoHighLevel

Closed won — revenue
$928,923
49 jobs signed year-to-date
Opportunities YTD
596
every lead that entered the CRM
Active pipeline
269
from new lead to negotiation
Win rate (decided)
19%
49 won vs 214 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 ÷ 3 credited jobs
Wins with no source
$396,991
25 jobs excluded from ROAS — see the gap below
ROAS counts ONLY revenue from wins attributed to Google LSA or Meta ($92,900 · 3 jobs · Meta's first closes expected Sept–Oct). It is a floor: $396,991 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.

FunnelWhere opportunities sit

Pipeline stages — all sources
Counts today · 64 unqualified and 214 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

What the ad platforms actually delivered vs how many of those leads carry a source tag in the CRM. The unfilled part of each bar is revenue credit going unclaimed.
Platform-reported leads vs source-tagged in CRM — season to date
Charged (billed) leads only — junk / not-charged leads are excluded everywhere · Meta's Aug portion estimated
LSA's tracked count = 6 tagged + 52 matched to charged LSA leads by phone or name. Message-based LSA leads mostly can't be matched, which is part of the remaining gap. The fix: a GHL automation that stamps the source on every opportunity at intake.

Reading it honestlyPipeline notes

  • Meta is too young to judge on closed deals. 42 opportunities, 37 still active, 0 closed — the campaign launched July 1 and the build cycle is 8–10 weeks, so Meta's first signed jobs should land September–October. Watch the 8 appointments already scheduled.
  • The attribution gap is the big fix. 343 opportunities (58%) have no known source — including $397K of won revenue nobody can credit. 52 were matched back to charged LSA leads by phone or name; the rest need a source stamped at intake. A GHL automation can do this permanently.
  • Follow-up is the bottleneck, not lead flow. 127 opportunities sit in “Contact Attempting.” Faster first-touch (the missed-call text-back and speed-to-lead automations) moves more of these to appointments than any ad change would.
  • The website form quietly closes. 81 opportunities, 11 wins, $198K — 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