Worksheet
What can I afford per lead?
Gross profit on the job, times how often the lead becomes a job, times the share of that profit you are willing to spend. The benchmark sits next to the answer so you can see if the channel is in range.
Job presets are planning defaults, not research. Change the ticket. A tune-up and a replacement do not belong on the same line.
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The monthly note
Which offers are still running, and whether the lead-cost anchors moved. Written for an owner or the person who buys their ads.