Account Audits
Part of Local paid search campaigns
Comparing regional performance with actual service capacity
Assess regional ad results alongside eligible jobs, appointment availability and travel constraints before shifting spend.
To decide where local search ads should seek more work, compare regional enquiries with the business’s ability to fulfil them. A low reported cost per lead is less useful if available staff cannot accept the work or travel to it.
Keep platform geography and job geography separate
Use one reporting window for ad spend, clicks and recorded enquiries. Google Ads provides geographic performance and matched-location reporting, but matched-location reporting may not establish where the job was requested. Use the service address or delivery area in the business’s enquiry record to assess operational demand.
Group job records consistently by region and review:
Demand and outcome / Capacity and fulfilment
- Spend and recorded enquiries
- Available appointment slots
- Relevant, in-area enquiries
- Staff or contractor coverage
- Accepted bookings
- Travel time and scheduling constraints
- Completed work
- Jobs declined or deferred for lack of capacity
Do not combine matched-location figures with other geographic reporting bases as though they were separate sets of customers. Keep unspecified platform geography separate. Keep any platform reporting limitations in mind when reconciling these figures with internal records.
Investigate the gaps
An area might generate inexpensive enquiries that the team repeatedly declines because appointments are unavailable. Another might generate fewer enquiries but fill open slots with less travel. Compare cost per enquiry with acceptance rates, appointment availability and travel time before deciding where to seek more work.
Check the reason behind each gap. Low enquiry volume could reflect limited demand, limited ad delivery or narrow targeting. High volume with low acceptance could reflect the wrong service, out-of-area requests or insufficient capacity. Review enquiry notes and schedules before changing targets or budgets.
Regional Performance Indicators
- Cost per enquiry
- Low cost may not indicate high potential if capacity is limited
- Acceptance rate
- High volume with low acceptance suggests capacity or targeting issues
- Travel time
- Affects feasibility of accepting jobs in distant regions
Choose an action and review it
For each area, record whether to maintain, expand carefully, reduce or pause activity, and why. Expansion may fit where eligible enquiries can be handled and more jobs fit the schedule. Reduction may fit where spend persistently produces requests the business cannot serve. A temporary capacity shortage may call for a pause or clearer availability message rather than a permanent judgement about the area.
After a change, compare periods with similar staffing and service conditions. Small regional totals can swing on a few cases, and completed jobs may occur well after the original enquiry. Keep enquiry and completion dates visible so the decision reflects both demand and delivery.
