Veraa. Client Performance Dashboard

Hemma Decks — Marketing Performance

Google Local Services Ads + Meta Ads · Updated Sep 11, 2026 · Sept: LSA thru 9/10, Meta thru 9/11 · August final except LSA spend (statement pending)
This Month · September 2026

This monthSeptember 2026 · thru Sep 11

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 — and pipeline wins reached $1,068,723 (55 jobs). 19 Meta opps active.

Eleven days in, September is producing on both platforms: 8 charged LSA leads (plus 2 disputes already credited back) and 22 Meta leads across the two campaigns at a $42 blended Meta CPL. The Creative Test settled at $35.55/lead after its hot start — still cheaper than the $47.73 lead form, and its landing-page leads are booking: several “Meta Landing Page” contacts are already at Appointment Scheduled. Two more wins landed ($13,000 + $10,900), pushing the pipeline to $1,068,723. September's job: answer every call — the intake lists from the Sep audits still need working.

This weekWeek of Sep 7

LSA leads (wk of Sep 7)
8
5 charged · 1 credited (Sep 9 Akron) · 1 in review
Meta Creative Test
$36/lead
10 leads, $355 spent — settled after the hot start
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 · LSA Sep 1–10 · Meta Sep 1–11

Google LSA
Leads
15
8 charged · 4 filtered · 2 credited · 1 in review
Disputes won
2
Sep 1 + Sep 9 Akron — both credited back
Cities (charged)
Akron ×2, Canton, Northfield, Strongsville, Medina, N. Olmsted, Brunswick
Spend
—
first Transactions pull mid-month
LSA leads by week
Meta Ads — now two campaigns
CampaignLeadsSpendCPL
Hemma | Leads | Summer 202612$572.79$47.73
Hemma | Creative Test | Sep 202610$355.47$35.55
Meta total22$928.26$42.19
The Creative Test settled at $35.55/lead after its $12 first weekend — still ~25% cheaper than the lead form, and its leads book: several “Meta Landing Page” contacts (9 now sourced in GHL) are already at Appointment Scheduled. The “+ calls” box stays reserved for GHL “Meta Landing Page” phone calls the pixel missed, so forms are never double-counted.

What we recommendRight now

  • 1 · Hold Meta budget — shift the mix toward the Creative Test. At $35.55/lead vs the lead form's $47.73, and with its landing-page leads already booking appointments, the Creative Test has earned a larger share of the same total budget. Move budget between campaigns before adding new dollars.
  • 2 · Don't raise total spend until intake catches up. September's audit still shows paid leads reaching the CRM without a record or source. More budget on a leaky intake buys leads nobody calls — fix the lists first, then scale into October with confidence.
  • 3 · Work the two audit lists this week. 72 contacts need a source stamp and 116 paid leads have no CRM record — including September's first three Meta form fills. The median win closes in 16 days, so speed on these lists is revenue, not admin.
  • 4 · One number left on August. Send the LSA August billing statement and the month locks in exactly. Reviews keep firing on completed jobs into fall — review velocity is still LSA's biggest ranking lever.
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
330
225 calls · 105 messages
Charged (billable)
236
72% of all leads
Filtered at no cost
86
+ 6 disputes won (credited) · 2 in review
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 spendAppts bookedMonth 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 · 652 opportunities · Feb 20 – Sep 11 · updated from GoHighLevel

Closed won — revenue
$1,265,247
55 jobs — real job values entered Sep 11 added $196K that placeholders had hidden
Opportunities YTD
652
every lead that entered the CRM
Active pipeline
126
new lead through negotiation & nurture, after a September clean-up
Win rate (decided)
16%
55 won vs 296 lost · unqualified excluded
Priced estimates
175
$3.85M quoted in the CRM · reps' calendars show 436 appointments ran — see the Sales Reps tab
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
$527,321
28 jobs excluded from ROAS — incl. both new September wins
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: $527,321 of won revenue has no source and is deliberately excluded rather than credited to ads — including both new September wins ($13,000 + $10,900), which matched neither platform's lead lists. Closing the attribution gap is what moves this number toward its true value.
Beyond ads — SEO & organic attribution
SEO & organic — won
$343,330
12 jobs via website form, Google Search & site chat
SEO & organic — active
35
23 website-form · 8 Google Search · 3 site chat · 1 ChatGPT
All marketing — won
$497,330
17 jobs: ads $154,000 + organic $343,330
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: 54 LSA + 6 Meta blank + 12 mis-sourced — lists delivered Sep 3, still open
Truly missing from the CRM
116
98 charged LSA leads + 18 Meta form fills with no record — incl. Sept's first 3 form leads
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 $5,619 of total Meta spend to date is a 10.9x ROAS on its own; 19 Meta opportunities are active behind it and the Meta Landing Page source is now stamping cleanly (9 tagged, several already at Appointment Scheduled). 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 a September clean-up. Active opportunities went from 199 to 126 as stale entries were re-staged into Unverified / No Response and Closed Lost — a cleaner funnel, and the remaining 126 are real. 28 of them are at Appointment Scheduled, the healthiest that stage has looked all season.
  • The website form quietly closes. 91 opportunities, 12 wins, $343K — the site is a producer in its own right, separate from the ad platforms.
Sales Reps · from the CRM

Sales teamRep scoreboard · from the CRM, thru Sep 11 · updated with each export

Every opportunity in GHL carries an assigned rep. These KPIs refresh with each monthly export — win rate counts decided deals only (won vs lost; unqualified excluded), and "at appointment+" means Appointment Scheduled through Negotiation today.
Jerry Emich
Appointments ran — 2026
294
~10/wk since February · 14 more already booked ahead
Closed won
$944,905
42 jobs (calendar) · CRM shows 44 / $1,006,349 after account reassignments
Close rate on appointments
14%
42 closed of 294 ran
Avg ticket
$22,498
median 16 days lead-to-close
September
17
of 20 new Sept opps already at appointment+
Matt Vargo
Appointments ran — 2026
142
~5/wk since February
Closed won
$453,760
22 jobs (calendar) — incl. $156,626 carried over from 2025 appointments · CRM shows 11 / $258,898
Close rate on appointments
~15%
22 closed of 142 ran — a touch high, since some closes were 2025 appointments
From 2026 appointments
$297,134
this year's closes minus the 2025 carryover
September
11
of 13 new Sept opps already at appointment+
Team — 2026 to date
Appointments ran
436
~15/wk across both reps · 2027 target is 24/wk
Closed from appointments
$1,398,665
64 jobs · incl. $156,626 carried over from 2025 appointments
Close rate
14.7%
64 of 436 — about 1 signed job per 7 appointments
Revenue per appointment
$3,208
what one appointment on the calendar is worth
The scoreboard uses the reps' calendars as the source of truth for appointments — the CRM undercounts them (stages only show where a lead sits today). The $156,626 carryover stays in 2026 revenue (it was collected this year) but its appointments belong to 2025's KPIs — that's why Matt's calendar total exceeds his 2026-appointment production.

Side by sideRep KPIs

KPIJerry EmichMatt VargoKristen RogersUnassigned
Appointments ran 2026 (calendar)294142——
Future appointments booked14———
Closed 2026 (calendar)42 · $944,90522 · $453,760——
Opportunities (CRM)31611180145
Closed won (CRM)441100
Won revenue (CRM)$1,006,349$258,898$0$0
Win rate (CRM, decided)18%16%——
Median lead-to-close16 days51 days——
Active opportunities58301920
At appointment or later292332
New opps in September20131317
Sept at appointment+171101
Kristen's queue is mostly intake: 52 of her 80 opportunities sit in Unqualified / Unverified — first-touch screening, not sales (her earlier wins were reassigned to the closing rep). The 145 unassigned opportunities include 17 created in September — every unassigned lead is a lead nobody owns, so route them at intake. Calendar vs CRM gaps (Matt 22 closes vs 11 in the CRM) are the same story as the ad audits: log every appointment and close in GHL.

Month by monthMonthly KPIs — company & per rep

Toggle between all of Hemma and each rep. Every cell is editable — prefilled from the CRM by lead-created month, so update with accurate calendar numbers as they're reconciled. Close % = won ÷ (won + lost); leads still in play don't count against anyone. Matt's CRM rows understate him (about half his closes aren't logged yet), and recent months finish higher as their leads decide.
MonthLeadsWonLostClose %Won revenue
February—
March—
April—
May—
June—
July—
August—
September—
2026—————
MonthLeadsWonLostClose %Won revenue
February—
March—
April—
May—
June—
July—
August—
September—
2026—————
MonthLeadsWonLostClose %Won revenue
February—
March—
April—
May—
June—
July—
August—
September—
2026—————
The pattern to watch: both reps close at 20–29% in months under ~40 leads and drop toward 9–15% when a month loads past 50. The 2027 plan (~50 appointments/month per rep) lives right at that ceiling — tighter appointment qualification is what keeps the close rate up as volume grows. Company totals include intake and unassigned leads, so its close rate reads lower than either rep's.

2027 paceAppointments per week — target 12 per rep

Jerry — this week
appointments booked this week
Matt — this week
appointments booked this week
Target
12/wk each
the 2027 plan: 12 appts × 2 reps × 40 weeks = 960
2026 pace
15/wk
436 appointments over ~29 weeks, both reps — target is 24/wk
Fill the weekly boxes on each review call — they save automatically. Current pace is roughly two-thirds of the 2027 target, which is exactly why the plan adds lead volume (paid + referrals + samples + shows) rather than assuming the current flow gets there.
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