A monthly report can show more enquiries even as the cost of winning a roofing job rises. To understand why, connect each enquiry to its qualification, sales outcome and job costs.
Use this one-page reporting method to follow contacts from first enquiry to completed job and compare marketing costs with the work they produced.
Keep enquiries, accepted work, completed-job revenue and collected cash separate.
Define the funnel before counting leads
Agree on stages before calculating costs and rates. The office, the estimator and the ad account may each use a different definition of a lead.
Lead stages. An enquiry is one unique contact by call, form or message, after spam is removed and repeat contacts from the same person are merged.
A qualified lead is an enquiry for a service you offer at an address inside your service area.
A booking is a confirmed inspection or quote appointment. A won job is accepted work with a signed agreement.
Record completion as a separate outcome with its own date. For this report, recognise revenue only on completed work. Keep unsigned estimates in the pipeline and track collected cash separately.
Source tracking. Give each contact a record with a lead ID, source and campaign, enquiry date, service, service area, current stage, job ID once work is accepted, and outcome dates.
Google’s offline-conversion guidance says a spreadsheet can hold the information needed for imports, so you can start without a CRM.
Google Analytics treats campaign tag values as case-sensitive; consistent naming keeps a campaign’s traffic grouped together.
Call tracking records that a call happened. Staff still need to record whether it qualified and whether it sold.
Quality checks. Google’s website-call tracking can count a conversion when a call passes a duration you set.
If a large share of unqualified calls trace back to broad search terms, an overloaded keyword list may be part of the problem.
Google Ads’ One counting setting counts one conversion per ad click for a conversion action. You still need to merge repeat enquiries across calls, forms and walk-ins in your own records.
Build a one-page report
With stages agreed, use these seven metrics. Total marketing cost means ad spend plus other marketing costs allocated to the enquiry period, including management fees, call tracking, landing pages and directory listings. Label that period and the date through which job outcomes have been updated.
| Metric | Calculation | What it reveals |
|---|---|---|
| Total marketing cost per enquiry | Total marketing cost / unique enquiries | Cost of one deduplicated contact |
| Cost per qualified lead | Total marketing cost / qualified leads | Cost of one genuine opportunity |
| Qualified-lead booking rate | Bookings / qualified leads | Response and scheduling performance |
| Qualified-lead-to-job rate | Won jobs / qualified leads | Quoting and closing performance |
| Cost per won job | Total marketing cost / won jobs | Marketing cost to win one job, excluding sales costs |
| Revenue ROAS | Attributed completed-job revenue / ad spend | Revenue per advertising dollar |
| Marketing ROI (gross-profit basis) | (Attributed gross profit minus total marketing cost) / total marketing cost × 100 | Percentage return after direct job and marketing costs, before general overhead |
The qualified-lead-to-job rate measures sales outcomes. Keep it separate from the search-ad conversion rate for tracked calls and forms.
Cost per won job excludes estimator time and other sales costs, so label it as a marketing cost rather than a fully loaded acquisition cost.
Gross profit here means recognised completed-job revenue minus direct job costs, before marketing and general overhead.
Roofer Digital defines return on ad spend as revenue generated per dollar spent. That calculation deducts neither job costs nor other marketing costs.
Google describes ROI as the ratio of net profit to costs. The table uses a narrower, gross-profit-based definition of marketing ROI that excludes general overhead. Label it consistently to avoid confusing it with company-wide net ROI.
If an outside manager runs your Google Ads, include the management fee in total marketing cost alongside ad spend. Bluelight, for example, separates its management service from the advertising budget, which clients pay directly to Google in an account they own.
That account ownership also keeps the advertising records available to the business. Ask a provider such as Bluelight how calls, landing-page enquiries and job outcomes can be included in your roofing marketing report.
The following hypothetical example uses USD and is unrelated to any provider’s pricing or performance. It follows one month’s enquiries until each lead was lost or its job completed:
- Advertising $4,000, other allocated marketing costs $1,000, total marketing cost $5,000
- 50 unique enquiries, 40 qualified leads, 20 bookings, 4 won jobs, all completed
- Recognised revenue $40,000, direct job costs $28,000, gross profit $12,000
Cost per enquiry is $100; an ad-only calculation would show $80. Cost per qualified lead is $125, the booking rate is 50%, the qualified-lead-to-job rate is 10%, and cost per won job is $1,250.
Revenue ROAS is 10×. Marketing ROI is ($12,000 minus $5,000) / $5,000, or 140%. The revenue multiple excludes costs. The 140% return accounts for direct job costs and total marketing cost, before general overhead.
Use the report to choose your next move
Review. As a suggested routine, check each week for missing sources, duplicate contacts and outdated stages, then hold a monthly budget review.
Compare similar work, service areas and seasons. Mark recent groups of enquiries, or cohorts, as provisional while their sales outcomes are still developing.
Match marketing spend to the enquiries it generated, then follow those enquiries through to job outcomes.
Diagnose. Use changes in the report to decide what to investigate. Falling cost per enquiry alongside rising cost per won job calls for a qualification and close-rate review.
Plenty of qualified leads but few bookings calls for a response-time and appointment-process review. Strong ROAS with weak marketing ROI calls for a job-margin and cost-scope review. These patterns suggest checks; they don’t establish the cause.
Reconcile ad-platform and business records before changing the budget. Google’s reporting example credits a conversion to the ad-click date, which can fall in a different month from the completion date in your records.
Assign an action. If a provider runs your Google Ads, ask for calls, landing-page enquiries, costs and job outcomes in a report built on an account you own.
Bluelight serves roofing companies in New Zealand, Australia, Canada and the United States.
It describes roofing keyword targeting, dedicated landing pages and end-to-end PPC tracking as parts of its service, with a three-month commitment. Those stated capabilities fit a report that connects enquiries with job outcomes.
Start with one completed cohort. Pull the marketing invoices for that enquiry month, list the enquiries it produced, record the stage each reached, and attach completed-job revenue and direct costs.
Use those same job records when reviewing results with Bluelight or your in-house manager. Fill in the seven rows, choose one improvement, name its owner and set a review date.
