What should be included in a contractor marketing audit?

1. Acquisition Channels

• Document every active channel: Google LSA, Google Ads, GBP organic, website organic, referral, repeat, direct mail, yard signs, other
• Pull spend-per-channel for the last 90 days — all-in, including management fees and retainers
• Verify each channel has a lead count, a booking count, and a cost-per-booked-job calculation
• Flag any channel that's active but has no outcome tracking attached to it

2. Speed-to-Lead

• Pull the last 30 days of inbound leads and measure response time from first contact to first human response — by channel and by time of day
• Test the web form-to-CRM pipeline: submit a test lead and clock response time
• Check after-hours handling — is there a live answering service or does it go to voicemail?
• Flag any channel where average response time exceeds 5 minutes

3. CSR / Booking Performance

• Pull 20 random recorded calls from the last 30 days — not cherry-picked, random
• Score each call: greeting, qualification (service + address + timeframe), objection handling, booking close, call disposition accuracy in CRM
• Calculate booking rate from inbound calls — total calls vs. total booked jobs, not "appointments set"
• Identify top three booking failure patterns (price objection, scheduling friction, unanswered question)

4. Conversion Path

• Walk every lead-capture path from ad click to form submission: check mobile load speed (target under 3 seconds), form functionality, and confirmation sequence
• Verify Google Ads conversion is firing on booked-job CRM stage — not form submit, not phone call connection
• Review post-lead follow-up automation: is there an email or text sequence for unbooked leads?
• Check for broken CTAs or dead-end landing pages

5. Attribution

• Open the CRM and pull source field data for the last 90 days — check fill rate (what % of jobs have a source assigned)
• Reconcile ad platform lead counts against CRM lead counts for the same period — if they disagree by more than 5%, attribution is broken
• Confirm source field values are standardized (not "Google" and "google" and "G-ads" all meaning the same thing)
• Verify there is a defined attribution rule for referrals and repeat customers

6. Retention

• Pull customer return rate: what % of customers from 12–18 months ago have a second job on record?
• Review post-job follow-up sequence: is there one? What's the timing and channel?
• Check whether a maintenance membership or service plan exists and what the conversion rate is
• Pull referral volume: how many jobs in the last 90 days were sourced from customer referrals?

7. Vendor Accountability

• For each active vendor, document: contracted deliverable, current reporting format, and whether the KPI in the report is connected to booked revenue
• Flag any vendor whose monthly report doesn't include a cost-per-booked-job or booking-rate metric
• Review vendor contracts for auto-renewal clauses, spend minimums, and cancellation terms
• Note any vendor whose KPI is improving while booking rate or revenue is flat or declining — this is the most common accountability gap