Clarity before the report
Twelve useful marketing definitions, explained in the context of a moving business. Use the same definitions across your agency, estimate team and reporting.
An inquiry that meets your agreed service, geography, timing and contactability criteria. Qualification is separate from winning the booking. A real customer can still need work your operation cannot fulfill.
In practice: An interstate request with a supported origin, destination and date can be qualified even before a detailed inventory and estimate.
Define qualification with your teamThe specified acquisition cost divided by the number of leads in the same period or cohort. State whether the numerator includes only media or also agency and tool costs, and whether the denominator is all inquiries or qualified opportunities.
In practice: A media-only CPL and a fully loaded qualified-lead cost describe different things. Do not compare them as if they were the same measure.
Explore the economicsAcquisition costs divided by attributable booked moves, using a documented cost definition and enough time for the lead cohort to convert. Booked moves should be distinguished from completed and collected jobs.
In practice: A late-month inquiry may book next month. A same-calendar-month calculation can distort performance if that lag is ignored.
Connect leads and outcomesBooked moves divided by inquiries in a defined cohort. If the denominator is qualified leads or estimates instead, label that rate separately. Exclude duplicate records and identify cancellations consistently.
In practice: A high estimate-to-booking rate does not reveal how many initial inquiries never reached an estimate.
Understand the lead journeyAttributed revenue divided by advertising spend. This is a revenue ratio, not profit. Attribution rules, gross margins, agency costs and job completion status determine how commercially useful it is.
In practice: Two services can have the same ROAS and different contribution because crew, travel and storage costs differ.
Separate revenue from contributionWork that helps relevant nearby customers discover and evaluate a business through its website, Business Profile and other reliable local information. Relevance, distance and prominence affect Google local results.
In practice: A service area describes coverage. It does not create a staffed office or guarantee Maps placement throughout that area.
Explore local visibilityA Google advertising option for eligible categories and locations, with screening, profile and lead-charging rules distinct from keyword-based Search campaigns. Eligibility and current account features need to be checked.
In practice: An unsuitable inquiry should prompt a settings review; it should not automatically be treated as refundable.
Understand LSA for moversA campaign control used to reduce ad serving for searches you do not want to target. Matching behavior matters, and a broad exclusion can also remove useful demand.
In practice: A mover may exclude employment intent while retaining customer searches about moving services. Review actual query context before applying exclusions widely.
Plan a search campaignA workflow that connects later business outcomes, such as qualification or a booking, with an earlier advertising interaction. It requires correct identifiers, permissions, timing and deduplication.
In practice: Importing one booked move twice can make a campaign look stronger than it is. Event definitions must be shared across the CRM and ad systems.
Review measurement foundationsCommon labels for making content useful and discoverable in answer-oriented and generative search experiences. Practical work overlaps with helpful content, technical access, business clarity and credible references.
In practice: A readable answer about actual service coverage is useful information. It is not a mechanism for forcing an assistant to recommend the business.
Read the AI search guideThe preferred URL indicated for a page or a group of substantially similar pages. Search systems can consider this signal alongside redirects, internal links and other evidence.
In practice: A staging domain or wrong canonical on a service page can send a conflicting signal about which version should be indexed.
Review SEO foundationsA structured effort to make a useful next action easier and more likely, using evidence about visitor intent and friction. A higher form rate is only helpful if inquiry quality and downstream outcomes remain useful.
In practice: Shortening an estimate form may increase submissions while removing the route information your team needs. Evaluate both effects.
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