From a search to a booked job: how the funnel works.
A homeowner searches, looks you over, decides and calls. I work on each of those steps and measure each one, so you can see where calls are won and where they leak away. This page shows the five stages and how I handle them.
Free, 30 minutes, no obligation. I only need view access to look at your account.
The short answer
A marketing funnel is the path from a search to a booked job: awareness, interest, decision, action and booked job. I work on each stage (local SEO and ads, helpful pages, clear offers, call tracking and follow-up) and measure each one every month, so you can see where calls are won or lost. No number of leads or ranking is promised.
The idea
Five stages between a search and a booked job.
A marketing funnel is just the path a customer takes: they find you, look you over, decide, get in touch and, with luck, book. Each stage has its own job, and each can lose people. A great ad does little if the page behind it is slow, and a great page does little if the phone rings out.
So I do not treat marketing as one big number. I look at each stage, fix the weakest one first and measure it every month. Select a stage below to see what people are doing there, what I do and what I measure.
Stage 1 of 5
Awareness
- People are doing
- Finding you on Google Maps, Google search, AI assistants and Facebook ads.
- What I do
- Local SEO, Google Ads and Facebook ads.
- What I measure
- Map views, impressions and where first visits come from.
The five stages in full
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Awareness
- People are doing
- Finding you on Google Maps, Google search, AI assistants and Facebook ads.
- What I do
- Local SEO, Google Ads and Facebook ads.
- What I measure
- Map views, impressions and where first visits come from.
-
Interest
- People are doing
- Looking you over: your pages, reviews, calculators and guides.
- What I do
- A page for each service and town, review replies and helpful guides.
- What I measure
- Visits and which pages they read.
-
Decision
- People are doing
- Deciding whether to contact you, based on proof, clear prices and fast pages.
- What I do
- Clear offers, trust signals and speed fixes.
- What I measure
- Clicks on the call and form buttons.
-
Action
- People are doing
- Calling, texting or filling in a form.
- What I do
- Call tracking, missed-call text-back and short forms.
- What I measure
- Calls, forms and chats, by the ad or page that produced them.
-
Booked job
- People are doing
- Getting an estimate and a follow-up, signing the job and leaving a review.
- What I do
- Quote reminders, review requests and source tags in your CRM.
- What I measure
- Booked jobs and cost per booked job.
What I do at each stage
The work, stage by stage.
Not every business needs every stage on day one. I start where the biggest leak is, and the service pages below go into detail. Every price is on the pricing page.
| Stage | What I do | Read more |
|---|---|---|
| 1. Awareness | Local SEO, Google Ads and Facebook ads, plus the work that makes AI assistants more likely to understand your business. | Local SEO, Google Ads, Local Services Ads, Meta Ads, AI search visibility |
| 2. Interest | A page for each service and town, replies to your reviews and helpful guides, so a visitor finds a straight answer quickly. | Website design, Local SEO |
| 3. Decision | Clear offers, trust signals such as licence details and real reviews, and speed fixes. I publish my own prices, and I think yours should be easy to find too. | Website design, My pricing as an example |
| 4. Action | Call tracking, missed-call text-back and short forms, so a ready customer can reach you and you know which ad or page they came from. | Conversion tracking, Missed-call text-back, Local Services Ads |
| 5. Booked job | Quote reminders, review requests and source tags in your CRM, so booked jobs are matched to where the customer came from. | Conversion tracking, Follow-up automation |
How we work together
Six steps, in writing.
A free 30-minute call
We talk about your trade, your area, how calls reach you today and what a good month would look like. I only need view access to look at your account.
A written look at your account
I put what I find in writing, with what to fix first. The Ads Audit and the Local SEO Audit are $125 each (the Growth Audit is $225). The audit is optional, and 100% of it is credited to your first month if you hire me within 30 days. You can also go straight to a plan.
The plan, agreed in writing
What I will do, on which platforms, with which tracking and at what price, before anything starts. Prices are in USD, and you own every account from day one.
Live within 14 days of access
Your campaigns or plan go live within 14 days of you granting access and approving the plan, or your first month's management fee is waived. Waiting on Google's own checks, or on access from you, does not count toward the 14 days.
Weekly changes and tracking checks
I make changes every week, each with a reason, and I check that every tracked call, form and booking is still being recorded correctly.
A monthly report in plain English
What happened at each stage, what I changed, what did not work and what I will do next. No jargon, and you can reply to me directly.
Paid ads plans start with 60 days and SEO plans with 3 months, then both run month to month. Either side can cancel with 30 days' written notice, and nothing auto-renews into a new long-term contract. See the pricing page for the details.
Free, no obligation
Not sure where your funnel leaks? Tell me about your business
Tell me what you need and I will reply within one business day.
What gets measured
One number to watch at every stage.
Reports follow the funnel, so you can see which stage is holding things back instead of guessing.
1. Awareness
Map views, impressions and where first visits come from.
2. Interest
Visits and which pages they read.
3. Decision
Clicks on the call and form buttons.
4. Action
Calls, forms and chats, by the ad or page that produced them.
5. Booked job
Booked jobs and cost per booked job.
These are counts of real events from your own accounts and call tracking. How many of them turn into jobs depends on your market, your prices and how fast you answer, so I report them honestly rather than promise a figure.
An example, in words
A roofer found on Maps, with a missed call.
Illustration, not a client result. This is how I would handle one imaginary customer. It shows the method, not an outcome I have achieved for anyone.
Awareness
A homeowner with a stain on the ceiling searches for roof repair near them and sees the roofer on the map, with photos and recent reviews. I would have set up and kept up that profile, so the map view is counted.
Interest
They open the website, read the repair page for their town and skim two reviews that mention similar jobs. Visits and the pages they read are recorded.
Decision
They see plain notes on what an inspection involves, the licence and insurance details and a call button that is easy to tap. The click on that button is counted.
Action
They call mid-afternoon while the crew is on a roof, and nobody picks up. Because the number is tracked, the missed call is logged against the map listing, and a text goes back within moments asking what is going on and promising a call back.
Booked job
The homeowner replies, the roofer calls back and books an estimate. A quote reminder goes out, and a review request follows the job. In the CRM the job carries the source "Google Maps", so the monthly report shows a booked job from the map, not just a call.
The point is the chain. Without the tracked number and the text-back, that same call would have shown up as nothing, and the caller would most likely have rung the next roofer on the list.
Free, no obligation
Ready to talk? Send your details
Tell me what you need and I will reply within one business day.
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