Seven sections, in the same order every time. Published in full rather than described, because a method that only works when we run it is not a method, it is a sales process.
Two genuine positives, and only genuine ones. Most service businesses have an asset already doing real work with no spend pointed at it: a manufacturer certification that wins the click, a decade of reviews, an offer that already converts. Naming it first is not flattery, it changes where the budget goes.
Call tracking, form tracking, and whether either of them reaches an ad platform. Three separate questions that fail independently. Capture is not attribution: an account can have perfect call recording while the platform buying the traffic knows nothing about any of it.
Which searches carry intent in your trade and your area, what they cost, and whether the job they produce is worth that. This is also where the job type split gets examined, because the cheap job and the good job usually arrive through the same channel and almost never get separated.
The landing experience, the booking path, and the follow up. Speed to first response, the after hours path, confirmations and reminders, and what happens to a lead that goes quiet on a Tuesday. More budget into a leaking funnel buys more leaks.
Google Business Profile, the review platforms that matter in your trade, and the profiles sitting unclaimed with old complaints on them. In a local market these decide the map pack, and they are usually nobody's job.
First, second and third, with what we would leave alone and why. Ordered by what it is costing you rather than by what is easy to fix or by what we happen to sell. It ends with a number: what the channel would have to produce for this to be worth doing, on your job value and your close rate.
Its own section, in every audit. What the analysis cannot see, which assumptions would change the recommendation, and the one question where a bad answer changes the whole thing. An audit without this section is a sales document.
Drawn from service audits across roofing, restoration and dental. None of these are exotic, and that is rather the point: the expensive problems in a local service account are usually dull, structural and fixable, and they sit there for years because they are nobody's job.
The most common finding by a distance. Call tracking is installed and recording perfectly, and no conversion is imported into Google Ads or Meta. The platform optimises toward whatever it can see, which is form fills and clicks, while the phone quietly does most of the selling.
The estimate request, the booking widget, the quote form. The single action worth the most money, and no ad platform can see it fire. Sometimes the booking tool is owned and paid for and simply never embedded on the site.
Emergency work and planned work, repair and replacement, drain clear and repipe. Same campaign, same budget, wildly different values. The cheap job is easier and more frequent, so an account left alone drifts toward it. Nobody has to make that mistake; the default settings make it.
A long review history, a strong rating, a certification the trade actually respects. Genuinely valuable, and usually mentioned nowhere in the ads, nowhere above the fold, and not in the follow up. It is the cheapest improvement available in most accounts.
The trade-specific directory sitting unclaimed with a lower rating and unanswered complaints, while the Google profile looks healthy. In a local market that is a real leak, and it costs nothing to fix beyond the hour of claiming it.
A phone number that is not click-to-call on a phone. Two conflicting sets of opening hours on the same page. Placeholder text still in the footer. None of it is strategy, and all of it is paid for every time an ad sends someone there.
Nothing above is a secret. Open your ad account and check whether a phone call has ever been imported as a conversion. Open your booking tool and check whether it is actually on the site. Search your trade plus your city on a phone and see who appears above you. That is a real afternoon of work and it will tell you something true.
What the audit adds is the arithmetic and the order. Which of those problems is costing the most, what the channel would have to produce on your job value and your close rate for paid to be worth doing at all, and what we would do first, second and third.
We build one on your own website, you call it from your cell and ask it what a customer would ask. Then you tell us what you thought. No charge, no deck, and if it is not a fit you will get that on the call rather than in a proposal.