Find the lead source that pays you back

Ask every caller how they found you and write it in one place, along with the date. Use a separate tracking number for each paid source if you can. Tag form leads with the page they came from. Count jobs won, not leads alone. Even a simple tally sheet beats guessing.

It shows how many dollars of revenue each dollar of spend brought in. A source at 4 to 1 brought in four dollars of revenue for every dollar you spent. It ignores your margin, so also look at profit. A high ratio on a tiny sample can mislead, so check the leads count.

A caller may have seen your ad, then your Maps listing, then called from a truck. The phone system only records that a call came in. Ask each caller how they found you, and write it down. Tracking numbers per source help. Never assume that an untracked call came from the source you pay for.

A source with only a few leads can show a great or terrible cost per job by luck. One extra job swings the number. We flag a row under 10 leads as too few to compare and leave it out of best and worst. That line is our rule of thumb, and you can ignore it.

List them with spend of 0. They show jobs and revenue, which is useful, but their cost per job is zero, so the ranking skips them. Do not cut paid sources because a free one looks better. Free sources do not scale on demand, and your time still counts.