Bright Side Plumbing | Reporting & KPI Playbook

SECTION 01

🎯 KPI Dashboard Architecture

Ten KPIs that directly tie to revenue growth. No vanity metrics. Every number connects to dollars in or dollars out.

💵 1. Revenue Per Week

Total Invoiced Revenue / Weeks in Period

Source: ServiceTitan → Revenue Report

Target: $77K/week ($4M pace) → $96K/week ($5M) → $115K/week ($6M)

Current: ~$57.7K/week ($3M pace)

🚨 Red Flag: < $50K/week (below $2.6M pace)

💲 2. Cost Per Lead (by Source)

Total Spend on Source / Total Leads from Source

Source: Google Ads, LSA Dashboard, Vendor invoices

Target: ≤ $200 blended CPL

🚨 Red Flag: CPL > $300 on any single source

📈 3. ROAS by Campaign

Revenue Attributed to Campaign / Spend on Campaign

Source: ServiceTitan revenue + Google Ads spend (GCLID bridge)

Target: ≥ 5:1 ROAS blended

🚨 Red Flag: < 3:1 ROAS on any campaign running > 30 days

📞 4. Booking Rate

Booked Jobs / Total Inbound Calls + Forms

Source: ServiceTitan → CSR Booking Report

Target: ≥ 80%

🚨 Red Flag: < 70% (CSR coaching needed)

💳 5. Average Ticket

Total Revenue / Total Completed Jobs

Source: ServiceTitan → Job Costing Report

Target: ≥ $450 (services), ≥ $8,000 (sewer)

🚨 Red Flag: Avg ticket drops > 15% MoM

📝 6. Close Rate

Won Estimates / Total Estimates Presented

Source: ServiceTitan → Estimate Report

Target: ≥ 40% (general), 30-40% (sewer)

🚨 Red Flag: < 25% on sewer, < 35% general

📥 7. Lead Volume

Count of Unique Leads (deduplicated) per Period

Source: ServiceTitan + all lead source platforms

Target: ≥ 263/month (Feb 2026 baseline: LSA 19, SD 126, SLP 80, Networx 38)

🚨 Red Flag: < 200/month or zero leads in any 24-hour window

👁️ 8. Impression Share

Your Impressions / Total Eligible Impressions

Source: Google Ads → Auction Insights

Target: ≥ 70% on brand, ≥ 40% on core service terms

🚨 Red Flag: < 30% impression share on "plumber overland park"

⭐ 9. Quality Score Average

Sum of Keyword QS / Total Active Keywords

Source: Google Ads → Keywords tab → Quality Score column

Target: ≥ 7/10 average

🚨 Red Flag: < 5/10 average (landing page and ad relevance issues)

👥 10. Customer Acquisition Cost

Total Marketing Spend / New Customers Acquired

Source: All spend sources + ServiceTitan new customer count

Target: ≤ $350 blended CAC

🚨 Red Flag: CAC > $500 (profitability at risk)

💡 Key Principle: Every KPI must answer "how does this connect to revenue?" If it does not, it is a vanity metric and does not belong on the dashboard.

SECTION 02

🔍 Revenue Attribution Model

The GCLID-to-revenue pipeline. How to trace any dollar of revenue back to the exact ad click that started the journey.

🔗 The Full Attribution Chain

🖱️ Ad Click
User clicks Google Ad

→

🍪 GCLID Cookie
Stored in browser

→

📝 Form Submit
GCLID captured in hidden field

→

🌌 GCLID Bridge
PHP proxy passes to ST

→

⚙️ ServiceTitan
Lead created with source tag

→

💰 Offline Conversion
Revenue uploaded to Google Ads

🔧 How Each Step Works

Step 1: Ad Click Captures GCLID

Google appends ?gclid=ABC123 to the landing page URL automatically
GTM container GTM-M3L9374 fires on page load and reads the GCLID parameter
GCLID is stored in a first-party cookie (_gcl_aw) with 90-day expiry

Step 2: Form Submission Captures GCLID

All web forms include a hidden field: <input type="hidden" name="gclid" id="gclid">
JavaScript auto-populates this field from the cookie on form load
On submit, GCLID travels with the lead data to the form processor

Step 3: GCLID Bridge (PHP Proxy)

File: wp_gclid_bridge_proxy.php on the WordPress installation
Receives form data + GCLID, formats it for ServiceTitan's booking API
Creates lead in ServiceTitan with the GCLID stored in a custom field
Logs every bridge transaction for audit trail

Step 4: ServiceTitan to Revenue

CSR books the job. Tech runs the job. Invoice is completed.
ServiceTitan records the revenue on the job, linked to the original lead
Custom report pulls: Lead Source + GCLID + Revenue

Step 5: Offline Conversion Upload

Nexus automation pulls completed jobs with GCLIDs from ServiceTitan
Formats data as Google Ads Offline Conversion Import CSV
Uploads to Google Ads account 726-955-5791 via API
Google Ads now shows actual revenue per keyword, ad, campaign

🔎 How to Trace Any Dollar to Its Source

Revenue Trace Procedure

Start in ServiceTitan: Open the completed job. Find the Lead record. Note the Lead Source and any GCLID custom field value.
If GCLID exists: Go to Google Ads → Tools → Conversions → Uploads. Search for the GCLID. This shows you the exact keyword, ad group, campaign, and click time.
If no GCLID (phone lead): Check the calling tracking number. Map it to the campaign using the call tracking number mapping table (see LSA section).
If lead source = "Service Direct" or "Networx": Cross-reference the lead timestamp with the vendor dashboard. Match by phone number or name.
Document in the attribution log: Job # | Revenue | Lead Source | Campaign | Keyword | GCLID | Date

⚠️ Known Gap: Phone calls from Google Ads that do not hit the website (call-only ads, call extensions) bypass the GCLID bridge. These must be attributed via call tracking number mapping. Current coverage is ~75% of Google Ads leads. Target: 95%.

SECTION 03

📋 Weekly Report Template

Delivered every Monday by 10 AM. No fluff. Revenue first, action items last. This is what Stephanie sees.

📧 Subject Line Format

BSP Weekly | Week of [DATE] | Revenue: $[XX]K | CPL: $[XX] | [UP/DOWN] arrow vs last week

Section 1: Executive Summary (3 bullets max)

Template

Revenue this week: $[XX,XXX] ([+/-]XX% vs last week, [+/-]XX% vs target of $77K)
Lead volume: [XX] leads at $[XXX] blended CPL ([+/-]XX% vs $200 target)
Biggest win / Biggest concern: [One sentence each]

Section 2: Revenue vs Target

Metric	This Week	Last Week	WoW Change	Target	Status
Total Revenue	$___	$___	___%	$77,000	🟢/🟡/🔴
Completed Jobs	___	___	___%	___	🟢/🟡/🔴
Avg Ticket	$___	$___	___%	$450+	🟢/🟡/🔴
Booked Jobs	___	___	___%	___	🟢/🟡/🔴

🟢 On Track = within 10% of target 🟡 Watch = 10-25% below 🔴 Action Needed = >25% below

Section 3: Lead Volume by Source

Source	Leads	WoW Change	Spend	CPL	CPL Target
Google Ads	___	___%	$___	$___	$200
LSA	___	___%	$___	$___	$150
Service Direct	___	___%	$___	$___	$150
Service Local Pro	___	___%	$___	$___	$175
Networx	___	___%	$___	$___	$175
TOTAL	___	___%	$___	$___	$200

Section 4: CPL by Source (Trend Sparkline)

Include a 4-week rolling CPL trend for each source. Flag any source where CPL has increased >20% over the 4-week window.

Section 5: Top Campaigns

Format: Top 5 by Revenue Generated

[Campaign Name]: $[Revenue] from $[Spend] = [X]:1 ROAS | [XX] leads at $[CPL]
... (repeat for top 5)

Bottom 3 by ROAS (Candidates for Pause/Rework)

[Campaign Name]: $[Revenue] from $[Spend] = [X]:1 ROAS | Recommendation: [Pause / Rework / Monitor]

Section 6: Action Items

Format

✅ [Action] | Owner: [Name] | Deadline: [Date] | Impact: [Expected result]
✅ Max 5 action items per week. Each must be specific and measurable.

🚫 What does NOT go in the weekly report: Impressions without context, click-through rates without revenue tie, "brand awareness" metrics, social media follower counts, keyword rankings without traffic/revenue data.

SECTION 04

📅 Monthly Report Template

Delivered by the 3rd business day of each month. Covers trends, efficiency, and forward-looking recommendations.

Report Structure

1. Monthly Revenue Summary

Metric	This Month	Last Month	MoM Change	Same Month Last Year	YoY Change
Total Revenue	$___	$___	___%	$___	___%
Total Leads	___	___	___%	___	___%
Blended CPL	$___	$___	___%	$___	___%
Total Spend	$___	$___	___%	$___	___%
Blended ROAS	___:1	___:1	___%	___:1	___%
Avg Ticket	$___	$___	___%	$___	___%
Booking Rate	___%	___%	___pts	___%	___pts
Close Rate	___%	___%	___pts	___%	___pts

2. Trend Analysis (MoM Comparison)

Revenue trajectory: Are we accelerating or decelerating? Plot last 6 months.
CPL trajectory: Is efficiency improving? Plot blended CPL by source over 6 months.
Lead volume trajectory: Are we getting more leads or fewer? Break down by source.
Seasonality comparison: How does this month compare to same month prior year?

3. Budget Efficiency Analysis

Budget Efficiency Score = (Revenue Generated / Total Marketing Spend) x 100
Target: Score of 500+ (meaning $5 revenue for every $1 spent)

Break down spend by channel with revenue attributed to each
Identify the highest and lowest ROI channels
Calculate marginal CPL (cost of the next incremental lead from each source)

4. Recommendations (3 max, prioritized by revenue impact)

Recommendation Format

Recommendation #[X]: [One-sentence recommendation]

Why: [Data that supports this]
Expected Impact: [Projected revenue or cost impact]
Effort: [Low / Medium / High]
Timeline: [When we would see results]

5. Revenue Forecast (Next 30 Days)

Forecast = (Current Month Revenue / Days Elapsed) x Days in Next Month
Adjusted Forecast = Forecast x Seasonality Index x Trend Factor

Provide low / mid / high range estimates
Flag if forecast suggests we will miss the weekly target for next milestone

SECTION 05

🏦 Quarterly Business Review Template

Presented to Stephanie and Kalen. Big picture. Revenue trajectory. Where the money went and what it produced. What is the plan for next quarter.

QBR Agenda (45 Minutes)

Slide Deck Structure

Revenue Scorecard (5 min): Q revenue vs target, weekly average, trajectory to $4M/$5M/$6M
Marketing ROI Summary (10 min): Total spend, total attributed revenue, blended ROAS, CPL by source, CAC
Channel Deep Dive (10 min): Google Ads performance, LSA performance, lead aggregator performance, organic growth
Competitive Position (5 min): Impression share trends, new competitors, market changes
Wins and Losses (5 min): Top 3 wins this quarter, top 3 challenges, lessons learned
Next Quarter Plan (10 min): Budget allocation recommendation, campaign strategy, growth initiatives, KPI targets

Key QBR Metrics Table

Metric	Q Target	Q Actual	Variance	Prior Q	QoQ Trend
Quarterly Revenue	$___	$___	___%	$___	↑/↓
Total Marketing Spend	$105K	$___	___%	$___
Marketing-Attributed Revenue	$___	$___	___%	$___
Blended ROAS	5:1	___:1		___:1
Total Leads	___	___	___%	___
Blended CPL	$200	$___	___%	$___
New Customers	___	___	___%	___
CAC	$350	$___	___%	$___

Revenue Trajectory Visualization

Include a chart showing:

Monthly revenue bars for the last 12 months
Trend line with projection forward
Horizontal lines at $77K/week ($4M), $96K/week ($5M), $115K/week ($6M)
Estimated milestone hit dates at current growth rate

Next Quarter Budget Recommendation

Format

Channel	Current Monthly	Recommended	Change	Rationale
Google Ads	$___	$___	$___	[Based on ROAS data]
LSA	$___	$___	$___	[Based on booking rate]
Service Direct	$___	$___	$___	[Based on CPL + close rate]
Service Local Pro	$___	$___	$___	[Based on lead quality]
Networx	$___	$___	$___	[Based on ROI data]
Total	$35,000	$___	$___

SECTION 06

📣 Google Ads Reporting

Account 726-955-5791 in MCC 844-909-2450. Every report ties spend to revenue.

💰 Campaign-Level ROAS Report

CLICK PATH

Log into Google Ads → Select account 726-955-5791
Navigate to Campaigns in left sidebar
Click Columns → Modify Columns
Add: Conversions, Conv. Value, Cost, Conv. Value / Cost (this is ROAS)
Add: All Conv., All Conv. Value (captures offline conversions)
Set date range to last 30 days
Sort by All Conv. Value descending
Export to Google Sheets for trend tracking

🔍 Keyword Performance: Top and Bottom

CLICK PATH

Go to Keywords → Search Keywords
Add columns: Quality Score, Conv. Value, Cost, Conv. Rate
Create two saved views:
"Top Performers": Filter by Conv. Value > $0, Sort by Conv. Value descending, Top 20
"Bottom Performers": Filter by Cost > $100, Conv. Value = $0, Sort by Cost descending
Bottom performers are candidates for pause or negative keyword addition

🔎 Search Term Analysis

CLICK PATH

Go to Keywords → Search Terms
Set date range to last 14 days
Sort by Impressions descending
Review for: irrelevant terms (add as negatives), high-converting terms (add as exact match keywords), competitor terms (evaluate or negate)
Export and categorize into: ✅ Keep, ⛔ Negate, 🔍 Monitor
Weekly cadence: Do this every Monday as part of optimization routine

⭐ Quality Score Tracking

QS Component	What It Measures	How to Improve	Target
Ad Relevance	How closely ad copy matches keyword intent	Tighten ad groups, improve copy match	Above Average
Expected CTR	Predicted click-through rate vs competitors	Stronger headlines, better extensions	Above Average
Landing Page Experience	Page relevance, speed, mobile-friendliness	Dedicated landing pages per service	Above Average

QS Impact on CPC: A keyword with QS 10 can pay ~50% less per click than QS 5.
Monthly Savings = (Avg CPC at QS 5 - Avg CPC at QS 8) x Monthly Clicks
Track average QS weekly. Target: improve from current avg to 7+ within 90 days.

🏆 Auction Insights Trends

CLICK PATH

Go to Campaigns → Select all active campaigns
Click Auction Insights tab at top
Segment by Week to see trends
Track: Impression Share, Overlap Rate, Outranking Share
Identify: Who is gaining share? Who is new? Who is losing share?
Export monthly and chart impression share trend for top 5 competitors

SECTION 07

📞 LSA Reporting

Local Services Ads. February 2026 baseline: 19 leads. The lowest-volume but potentially highest-trust channel.

🎯 Lead Quality Scoring System

Score	Label	Criteria	Action
A	🟢 High Quality	Correct service area, valid need, answered/booked	No action needed
B	🟡 Moderate	Correct area but did not book (schedule conflict, price, etc.)	Follow up within 24h
C	🟠 Low Quality	Out of service area, wrong service type	Dispute the charge
D	🔴 Spam/Fake	Robo-call, competitor, no real customer	Dispute immediately

💲 Key LSA Metrics

Cost Per Booked Job = Total LSA Spend / Jobs Actually Booked from LSA
LSA Booking Rate = Booked Jobs / Total LSA Leads
LSA Revenue per Lead = Total Revenue from LSA Jobs / Total LSA Leads

⚡ Dispute Tracking

CLICK PATH

Go to Local Services Ads dashboard (ads.google.com/localservices)
Click Leads tab
Listen to each call recording (yes, every one)
For any lead scored C or D: Click the three dots next to the lead → Dispute
Select reason: "Wrong service type", "Spam", "Bot/solicitor", or "Out of service area"
Submit dispute within 30 days of the lead (Google's deadline)
Track: Disputes submitted, disputes won, dollars recovered

Dispute Recovery Rate = Successful Disputes / Total Disputes Submitted
Monthly Savings from Disputes = Recovered Credits / Total LSA Spend
Target: Dispute at least 15-20% of leads, win 70%+ of disputes

📊 Profile Optimization Score

Factor	Weight	Current Status	Action if Missing
Google Guarantee badge	Critical	✅ Active	Ensure insurance/license current
Review count (50+)	High	Check monthly	Push review collection campaigns
Review rating (4.5+)	High	Check weekly	Address negative reviews ASAP
Response rate (<1 hour)	High	Track via ST	Train CSRs on speed-to-lead
Business hours set correctly	Medium	Verify monthly	Match actual availability
Service types (all checked)	Medium	Verify quarterly	Add all applicable services
Photos (10+ uploaded)	Low	Check quarterly	Upload job photos

SECTION 08

⚙️ ServiceTitan Reporting

ServiceTitan is the single source of truth for revenue. Every report in this playbook ultimately connects back to ST data.

💰 Revenue by Lead Source

SERVICETITAN CLICK PATH

Navigate to Reports → Marketing → Marketing ROI
Set date range (weekly for weekly report, monthly for monthly)
Group by: Business Unit then Campaign/Lead Source
Key columns: Leads, Booked Jobs, Revenue, Avg Ticket, Booking Rate
Export to CSV for Looker Studio integration

👷 Tech Performance Report

SERVICETITAN CLICK PATH

Navigate to Reports → Technician Performance
Key metrics per tech: Revenue Generated, Avg Ticket, Opportunities Presented, Close Rate, Membership Conversions
Red flag: Any tech with close rate <30% or avg ticket >25% below team average
Use for: Tech coaching conversations, bonus calculations, routing optimization

📞 Booking Rate by CSR

SERVICETITAN CLICK PATH

Navigate to Reports → Call Booking
Group by: CSR Name
Key metrics: Total Calls Handled, Booked, Not Booked, Booking Rate
Target: 80%+ booking rate per CSR
Listen to "Not Booked" calls for coaching opportunities
Red flag: Any CSR below 70% needs immediate coaching

💳 Average Ticket by Service Type

SERVICETITAN CLICK PATH

Navigate to Reports → Job Costing or Revenue Report
Group by: Job Type / Business Unit
Track avg ticket for: Drain Cleaning, Water Heater, Sewer Repair, Sewer Replacement, General Plumbing, Emergency
Compare MoM for pricing power trends

✅ Job Completion Rate

Job Completion Rate = Completed Jobs / Total Dispatched Jobs
Target: ≥ 95%
Red Flag: < 90% (indicates scheduling, parts, or customer no-show issues)

SERVICETITAN CLICK PATH

Navigate to Reports → Job Report
Filter: Status = All (Completed, Canceled, Rescheduled)
Calculate completion rate manually or via custom report
For cancellations: tag reason codes to identify patterns

SECTION 09

📊 GA4 Custom Reports

GA4 Property: 298578347. GTM Container: GTM-M3L9374. Every event must connect to a revenue action.

🎯 Core Conversion Events

Event Name	Trigger	GTM Tag	Value
`form_submit`	Any lead form submission	Form Submit Trigger (CSS selector or dataLayer push)	Estimated lead value ($200)
`phone_click`	Click on tel: link (mobile or desktop)	Click trigger on href contains "tel:"	Estimated lead value ($200)
`chat_start`	User initiates live chat / chatbot	Custom event from chat widget callback	Estimated lead value ($100)

🔧 GA4 Conversion Setup (Click-by-Click)

Setting Up form_submit Event

GTM SETUP

Open Google Tag Manager → Container GTM-M3L9374
Go to Tags → New
Tag Type: Google Analytics: GA4 Event
Configuration Tag: Select your GA4 Configuration tag
Event Name: form_submit
Event Parameters: Add form_type = {{Form ID}}, page_url = {{Page URL}}
Trigger: Create new trigger → Form Submission → Some Forms → Form ID contains "contact" or use CSS selector for your forms
Save → Preview to test → Submit

Setting Up phone_click Event

GTM SETUP

Tags → New → GA4 Event
Event Name: phone_click
Trigger: New → Click - Just Links → Some Link Clicks → Click URL contains tel:
Event Parameters: phone_number = {{Click URL}}, click_location = {{Page URL}}
Preview, verify, submit

Setting Up chat_start Event

GTM SETUP

This depends on the chat widget. Most widgets fire a JavaScript callback when chat opens.
In GTM: Create a Custom HTML tag that listens for the chat widget's open event
Push to dataLayer: dataLayer.push({event: 'chat_start'})
Create GA4 Event tag triggered by Custom Event = chat_start

📏 Custom Dimensions

Dimension	Scope	How to Populate	Use Case
`lead_source`	Event	UTM parameter or referrer logic in GTM	Segment form submissions by where the user came from
`service_type`	Event	Form field value (which service did they select)	See which services generate the most leads from the website

Registering Custom Dimensions in GA4

GA4 ADMIN

Go to GA4 → Admin → Custom Definitions
Click Create Custom Dimension
Dimension Name: Lead Source
Scope: Event
Event Parameter: lead_source
Save. Repeat for service_type.

📊 Marking Events as Conversions

GA4 ADMIN

Go to GA4 → Admin → Events
Wait for events to appear (may take 24-48 hours after GTM setup)
Find form_submit → Toggle Mark as conversion ON
Repeat for phone_click and chat_start
These will now appear in the Conversions report and can be imported to Google Ads

SECTION 10

💻 Looker Studio Dashboard Build

Six-page dashboard that Stephanie can check any time without asking for a report.

🔧 Data Source Connections

Connect GA4

LOOKER STUDIO

Go to lookerstudio.google.com
Click Create → Data Source
Search for Google Analytics connector
Select GA4 property 298578347 (Bright Side Plumbing)
Click Connect
Review fields. Rename as needed for clarity. Click Create Report or Add to Report

Connect Google Ads

LOOKER STUDIO

Add Data Source → Search Google Ads
Select account 726-955-5791
Choose Campaign level data (gives campaign, ad group, keyword breakdowns)
Connect → Add to report

Connect Google Sheets (ServiceTitan Data Bridge)

LOOKER STUDIO

Create a Google Sheet that receives weekly ServiceTitan exports
Sheet columns: Date, Lead Source, Leads, Booked Jobs, Revenue, Avg Ticket, Completed Jobs
In Looker Studio: Add Data Source → Google Sheets → Select the sheet
This bridges ServiceTitan data into Looker Studio since there is no native ST connector
Automate the export via Nexus cron job (see Section 12)

📄 Six Dashboard Pages

Page 1: Overview

Scorecards (top row): Revenue This Week, Blended CPL, Total Leads, Booking Rate, ROAS
Chart: Time series line chart of weekly revenue (12 weeks)
Chart: Donut chart of leads by source
Chart: Bar chart of CPL by source
Filter: Date range selector

Page 2: Google Ads

Scorecards: Spend, Clicks, CPC, Conversions, Conv Value, ROAS
Table: Campaign performance (sortable by Conv Value)
Chart: Time series of spend vs conversion value
Chart: Stacked bar of conversions by campaign
Filter: Campaign type, date range

Page 3: LSA

Scorecards: LSA Leads, LSA Spend, Cost Per Booked Job, Booking Rate
Table: Lead list with quality score (from Sheets bridge)
Chart: Weekly LSA leads trend
Chart: Dispute success rate (pie chart)
Filter: Date range, quality score

Page 4: Revenue

Scorecards: Total Revenue, Revenue This Week, Avg Ticket, Close Rate
Chart: Revenue by service type (stacked bar)
Chart: Revenue trend line with $4M/$5M/$6M pace lines
Table: Revenue by lead source
Filter: Date range, service type, lead source

Page 5: Leads

Scorecards: Total Leads, Blended CPL, Booking Rate, CAC
Chart: Leads by source over time (stacked area)
Chart: CPL by source over time (multi-line)
Table: Source-level breakdown with all KPIs
Filter: Date range, source, service type

Page 6: Executive

Design: Clean, minimal. Stephanie and Kalen see this page.
Scorecards: Revenue (big number), ROAS, CPL, Revenue vs Target %
Chart: Monthly revenue bars with target line
Chart: Revenue milestone progress gauge
Text: Auto-generated summary (from Sheets formula)
No filters: Always shows current month + trailing 3 months

💡 Pro Tip: Add a "Last Updated" text field on every page that pulls from a cell in the Google Sheet. This shows Stephanie the data is fresh without her having to ask.

SECTION 11

📊 Lead Source ROI Comparison

February 2026 baseline data, side-by-side. Which sources earn their keep and which need to be renegotiated or cut.

💰 Full Source Comparison Table

Source	Feb Leads	Est. Monthly Cost	CPL	Booking Rate	Booked Jobs	Close Rate	Won Jobs	Est. Revenue	ROAS
Google Ads	~50*	~$15,000	~$300	80%	~40	35%	~14	~$28,000	1.9:1
LSA	19	~$2,850	~$150	80%	~15	35%	~5	~$10,000	3.5:1
Service Direct	126	~$16,380	$105-200	80%	~101	35%	~35	~$70,000	4.3:1
Service Local Pro	80	~$12,000	~$150	80%	~64	35%	~22	~$44,000	3.7:1
Networx	38	~$5,700	~$150	80%	~30	35%	~11	~$22,000	3.9:1
TOTAL	~313	~$51,930	~$166	80%	~250	35%	~87	~$174,000	3.4:1

*Google Ads lead count is estimated. Actual GCLID-attributed leads will be confirmed once the offline conversion pipeline is fully operational. Revenue estimates use $2,000 blended average ticket.

📏 ROI Formulas Used

CPL = Total Source Spend / Total Leads from Source
Booked Jobs = Leads x Booking Rate
Won Jobs = Booked Jobs x Close Rate
Estimated Revenue = Won Jobs x Avg Ticket ($2,000 blended)
ROAS = Estimated Revenue / Total Source Spend
CAC per Source = Total Source Spend / Won Jobs

🚨 Key Findings

Google Ads CPL is highest at ~$300. Before cutting, check: (1) Are sewer leads coming from Google Ads? Sewer jobs avg $8K+ ticket, which would dramatically improve ROAS. (2) Is the GCLID bridge capturing all conversions? If not, revenue attribution is understated.

Service Direct is the volume leader (126 leads/mo). At $105-200/lead with per-lead pricing, this is controllable cost. Negotiate volume discounts. Verify lead quality is consistent.

LSA is under-scaled. Only 19 leads in February. With the lowest CPL and Google Guarantee trust, this should be scaled aggressively. Target: 50+ LSA leads/month within 90 days.

SECTION 12

🤖 Automated Reporting Pipeline

Nexus automation handles the boring parts. Humans handle the analysis and decisions.

📨 Daily Briefing (Nexus)

Delivered: Every day at 7:00 AM CT via Slack #bsp-reporting

Contents:

Yesterday's revenue (from ServiceTitan export)
Yesterday's lead count by source
Spend so far this month vs budget pace
Any alerts triggered (see Section 13)
Week-to-date revenue vs $77K target

🔔 Slack Alerts (Real-Time)

Alert	Channel	Trigger	Message Format
🔴 Zero Leads	#bsp-alerts	No new leads in 24 hours	"🚨 ALERT: No leads received in the last 24 hours. Last lead: [timestamp]. Check all sources."
🟡 CPL Spike	#bsp-alerts	Any source CPL > $300	"⚠️ [Source] CPL hit $[XX] (target: $200). Investigate."
🔴 Budget Overpace	#bsp-alerts	Spend pace > 110% of monthly budget	"🚨 Google Ads on pace to overspend by $[XX]. Current daily: $[XX] vs target $[XX]."
🟢 Revenue Milestone	#bsp-wins	Weekly revenue crosses threshold	"🎉 Revenue hit $[XX]K this week! On pace for $[X]M annualized."
🔴 Conversion Drop	#bsp-alerts	Conversion rate drops >20% WoW	"🚨 Conversion rate dropped from [X]% to [X]%. Check landing pages and forms."

📧 Email Digests

Digest	Recipients	Frequency	Content
Weekly Performance	Stephanie, Kalen, Robert	Monday 10 AM CT	Full weekly report (Section 3)
Monthly Recap	Stephanie, Kalen, Robert	3rd business day	Full monthly report (Section 4)
Daily Revenue Flash	Robert	Daily 7 AM CT	Yesterday's revenue + WTD total

⏰ Cron Schedule (Nexus VM)

# Nexus Reporting Cron Jobs (nexus-vm, 34.55.179.122)
# All times in US/Central

0 7 * * *     /opt/nexus/scripts/daily_briefing.sh          # Daily briefing at 7 AM
0 10 * * 1    /opt/nexus/scripts/weekly_report.sh            # Weekly report Monday 10 AM
0 8 1-5 * *   /opt/nexus/scripts/monthly_check.sh            # Monthly report check (1st-5th)
*/15 * * * *  /opt/nexus/scripts/alert_monitor.sh            # Alert check every 15 minutes
0 6 * * *     /opt/nexus/scripts/st_export.sh                # ServiceTitan data export 6 AM
0 2 * * *     /opt/nexus/scripts/offline_conversion_upload.sh # Offline conversion upload 2 AM
    

🔄 Data Flow Diagram

⚙️ ServiceTitan
Revenue + Lead data

→

📤 Nexus Export
6 AM daily cron

→

📊 Google Sheets
Bridge layer

→

💻 Looker Studio
Auto-refreshes

📊 Google Ads API
Spend + performance

→

🤖 Nexus Processor
Joins ST + Ads data

→

🔔 Slack / Email
Alerts + digests

SECTION 13

🚨 Alert Thresholds

Automated guardrails. When numbers go sideways, the system tells us before the client does.

🔴 Critical Alerts (Immediate Action Required)

Condition	Threshold	Response	Response Time
Zero leads in 24 hours	0 leads across all sources for 24h	Check all source dashboards. Verify website forms are working. Check tracking is firing. Contact vendors if their leads stopped.	Within 1 hour of alert
CPL exceeds $500 (any source)	CPL > $500 over trailing 7 days	Pause or reduce spend on that source. Investigate: Did leads dry up? Did costs spike? Is tracking broken?	Within 2 hours
Website down	HTTP status != 200 for > 5 minutes	All ads are sending traffic to a dead page. Pause ads if not resolved in 15 minutes. Contact hosting.	Within 15 minutes
Google Ads account suspended	Account status change	Immediate appeal process. Shift budget to LSA and aggregators. Notify Stephanie.	Within 30 minutes

🟡 Warning Alerts (Investigate Within 24 Hours)

Condition	Threshold	Response
CPL exceeds $300 (any source)	CPL > $300 over trailing 7 days	Review search terms, check for click fraud, evaluate keyword bids, check landing page conversion rate
Budget pace > 110%	Projected monthly spend exceeds budget by >10%	Reduce daily budgets, tighten bid strategy, pause underperforming campaigns
Conversion rate drop > 20%	7-day conv rate is >20% below prior 7 days	Check: landing page changes, form functionality, phone tracking, competitor moves
Booking rate below 70%	Weekly booking rate drops below 70%	Review CSR call recordings, check for lead quality shift, review after-hours call handling
Impression share drops > 15%	Week-over-week IS drop on core terms	Check: new competitors, budget constraints, quality score changes, bid adjustments

🟢 Positive Alerts (Celebrate and Scale)

Condition	Threshold	Action
Weekly revenue exceeds $77K	$77K+ in a single week	Celebrate in Slack. Document what worked. Consider scaling the winning channels.
CPL drops below $150 (any source)	CPL < $150 trailing 7 days	Consider increasing budget for that source to capture more volume at efficient cost.
Close rate exceeds 45%	Weekly close rate > 45%	Recognize the sales team. Document the approach. Consider if a specific campaign is driving higher-intent leads.

🔧 Alert Implementation

# Alert logic pseudocode (alert_monitor.sh)

# Check lead volume
leads_24h=$(query_servicetitan "leads WHERE created > NOW() - 24h")
if [ $leads_24h -eq 0 ]; then
  send_slack "#bsp-alerts" "CRITICAL" "Zero leads in last 24 hours"
fi

# Check CPL by source
for source in "google_ads" "lsa" "service_direct" "slp" "networx"; do
  cpl=$(calculate_trailing_7day_cpl $source)
  if [ $cpl -gt 500 ]; then
    send_slack "#bsp-alerts" "CRITICAL" "$source CPL hit \$$cpl"
  elif [ $cpl -gt 300 ]; then
    send_slack "#bsp-alerts" "WARNING" "$source CPL at \$$cpl"
  fi
done

# Check budget pace
spend_today=$(query_google_ads "cost WHERE date = TODAY")
days_remaining=$(days_left_in_month)
projected=$(echo "$spend_today * $days_remaining" | bc)
if [ $(echo "$projected > $monthly_budget * 1.10" | bc) -eq 1 ]; then
  send_slack "#bsp-alerts" "WARNING" "Budget on pace to overspend"
fi
    

SECTION 14

🏆 Competitor Benchmarking Metrics

You cannot outperform what you do not measure. Know where you stand relative to the competition in Overland Park.

👁️ Impression Share Targets

Keyword Category	Current IS (est.)	Target IS	Strategy to Close Gap
Brand terms ("bright side plumbing")	~80%	95%+	Brand campaign at max IS. Lost IS = competitor conquesting. Fight back.
Core service ("plumber overland park")	~35%	50%+	Increase bids on top terms, improve QS, expand budget
Sewer terms ("sewer repair overland park")	~30%	60%+	High-value jobs justify aggressive bidding. Sewer ROAS covers higher CPC.
Emergency ("emergency plumber near me")	~25%	45%+	Schedule-based bidding (higher bids after hours), call-only ads

📊 Auction Insights Tracking

MONTHLY PROCESS

Export Auction Insights from Google Ads (campaign level, segmented by month)
Track these competitors monthly in a spreadsheet:
For each competitor, record: Impression Share, Overlap Rate, Position Above Rate, Top of Page Rate, Outranking Share
Chart trends over time. Who is gaining? Who is falling?
New competitors entering the auction get flagged and researched

🔍 Share of Voice (SOV) Tracking in Semrush

SEMRUSH SETUP

Create a Position Tracking project in Semrush for callbrightside.com
Target location: Overland Park, KS (and surrounding cities: Olathe, Lenexa, Shawnee, Leawood)
Add keywords: all service terms (50-100 keywords across plumbing, sewer, water heater, drain, etc.)
Add competitors: top 5-10 plumbing companies in the area
Go to Visibility tab to see Share of Voice

Share of Voice (SOV) = Sum of (Estimated Traffic for Each Keyword You Rank For) / Sum of (Total Search Traffic for All Tracked Keywords)

Why SOV matters: SOV is a leading indicator of market share. Companies with higher SOV tend to win a proportional share of revenue. Track monthly.

📋 Monthly Competitor Scorecard

Competitor	Google Ads IS	LSA Position	Organic SOV	Review Count	Avg Rating	Trend
[Competitor A]	___%	#___	___%	___	___	↑/↓/↔️
[Competitor B]	___%	#___	___%	___	___	↑/↓/↔️
[Competitor C]	___%	#___	___%	___	___	↑/↓/↔️
Bright Side	___%	#___	___%	___	___

SECTION 15

🚀 Revenue Milestone Tracker

The road from $3M to $6M. Visual tracker with the math, the pace needed, and Robert's bonus triggers.

🎯 Milestone Visualization

$3M

$3,000,000

Current Revenue
~$57.7K/week

$4M

$4,000,000

First Target
$77K/week needed

$5M

$5,000,000

Stretch Goal
$96K/week needed

$6M

$6,000,000

Ultimate Target
$115K/week needed

💵 Robert's Bonus Milestones

Milestone	Annual Revenue	Weekly Revenue Needed	Bonus	Gap from Current	Growth Needed
TIER 1	$4,000,000	$76,923/week	$5,000	+$19,223/week	+33.3%
TIER 2	$5,000,000	$96,154/week	$5,000 (cumulative: $10K)	+$38,454/week	+66.6%
TIER 3	$6,000,000	$115,385/week	$5,000 (cumulative: $15K)	+$57,685/week	+100%

📈 Pace Calculator

Weeks Remaining in Year = 52 - Current Week Number
Revenue Needed to Hit $4M = $4,000,000 - YTD Revenue
Required Weekly Pace = Revenue Needed / Weeks Remaining

Example (as of March 12, 2026):
Week 11 of 52. Weeks remaining: 41.
If YTD Revenue = ~$635K (11 weeks x $57.7K):
Revenue needed for $4M = $4,000,000 - $635,000 = $3,365,000
Required weekly pace = $3,365,000 / 41 = $82,073/week
That is 42% above current pace. Must start accelerating NOW.

📊 Acceleration Scenarios

Scenario	Weekly Revenue	Annual Pace	Hits $4M?	Hits $5M?	Hits $6M?
Current Pace (No Change)	$57,700	$3,000,000	❌ No	❌ No	❌ No
+20% Growth (Marketing Only)	$69,240	$3,600,000	❌ Close	❌ No	❌ No
+35% Growth (Marketing + Ops)	$77,895	$4,050,000	✅ Yes	❌ No	❌ No
+65% Growth (Aggressive Scale)	$95,205	$4,950,000	✅ Yes	✅ Nearly	❌ No
+100% Growth (Full Throttle)	$115,400	$6,000,000	✅ Yes	✅ Yes	✅ Yes

🔧 Growth Levers (Ranked by Impact)

💰 Revenue Growth Levers

Increase sewer close rate from 35% to 45%: Sewer jobs are $8K-$15K. Every 10% close rate improvement = ~$200K+ annual revenue.
Scale LSA from 19 to 50+ leads/month: Lowest CPL channel. 31 more leads at 35% close x $2K avg = $21.7K/month more.
Improve Google Ads ROAS from 1.9:1 to 4:1: Fix GCLID tracking, optimize keywords, improve landing pages. Same spend, more revenue.
Increase average ticket by 15%: Membership upsells, water heater add-ons, maintenance agreements. $57.7K/week becomes $66.3K/week.
Reduce CSR missed calls to zero during business hours: Every missed call is a missed booking. At 80% booking rate, each answered call = 0.8 x $2K = $1,600.

📅 Bonus Trigger Date Estimates

If Growth Starts Now

$4M Pace ($77K/week): At +35% growth rate, achievable by ~Q3 2026 (July-September)
$5M Pace ($96K/week): Requires sustained momentum. Realistic by Q1-Q2 2027 if sewer pipeline and marketing scale both hit.
$6M Pace ($115K/week): Requires operational capacity expansion (more techs, more trucks). Potentially achievable by Q3-Q4 2027.

Key assumption: Revenue milestones are measured by run rate (weekly average), not cumulative annual total. Confirm with Stephanie whether the bonus triggers on sustained weekly average or annual total.

📋 Weekly Milestone Check-In Template

Add to Every Weekly Report

Metric	This Week	4-Week Avg	Needed for $4M	Gap
Weekly Revenue	$___	$___	$77,000	$___
Weekly Leads	___	___	___	___
Booking Rate	___%	___%	80%	___pts
Avg Ticket	$___	$___	$___	$___
Blended CPL	$___	$___	≤$200	$___

🎯 The Math is Clear: To hit $4M, Bright Side needs to grow weekly revenue by ~33% from $57.7K to $77K. The fastest path is: (1) Fix Google Ads attribution so we can optimize with real revenue data, (2) Scale LSA aggressively, (3) Improve sewer close rate. These three moves alone could close the gap.

Bright Side PlumbingRevenue Intelligence System

🗂️ Playbook Sections

🎯 KPI Dashboard Architecture

🔍 Revenue Attribution Model

🔗 The Full Attribution Chain

🔧 How Each Step Works

Step 1: Ad Click Captures GCLID

Step 2: Form Submission Captures GCLID

Step 3: GCLID Bridge (PHP Proxy)

Step 4: ServiceTitan to Revenue

Step 5: Offline Conversion Upload

🔎 How to Trace Any Dollar to Its Source

Revenue Trace Procedure

📋 Weekly Report Template

📧 Subject Line Format

Section 1: Executive Summary (3 bullets max)

Template

Section 2: Revenue vs Target

Section 3: Lead Volume by Source

Section 4: CPL by Source (Trend Sparkline)

Section 5: Top Campaigns

Format: Top 5 by Revenue Generated

Bottom 3 by ROAS (Candidates for Pause/Rework)

Section 6: Action Items

Format

📅 Monthly Report Template

Report Structure

1. Monthly Revenue Summary

2. Trend Analysis (MoM Comparison)

3. Budget Efficiency Analysis

4. Recommendations (3 max, prioritized by revenue impact)

Recommendation Format

5. Revenue Forecast (Next 30 Days)

🏦 Quarterly Business Review Template

QBR Agenda (45 Minutes)

Slide Deck Structure

Key QBR Metrics Table

Revenue Trajectory Visualization

Next Quarter Budget Recommendation

Format

📣 Google Ads Reporting

💰 Campaign-Level ROAS Report

🔍 Keyword Performance: Top and Bottom

🔎 Search Term Analysis

⭐ Quality Score Tracking

🏆 Auction Insights Trends

📞 LSA Reporting

🎯 Lead Quality Scoring System

💲 Key LSA Metrics

⚡ Dispute Tracking

📊 Profile Optimization Score

⚙️ ServiceTitan Reporting

💰 Revenue by Lead Source

👷 Tech Performance Report

📞 Booking Rate by CSR

💳 Average Ticket by Service Type

✅ Job Completion Rate

📊 GA4 Custom Reports

🎯 Core Conversion Events

🔧 GA4 Conversion Setup (Click-by-Click)

Setting Up form_submit Event

Setting Up phone_click Event

Setting Up chat_start Event

📏 Custom Dimensions

Registering Custom Dimensions in GA4

📊 Marking Events as Conversions

💻 Looker Studio Dashboard Build

🔧 Data Source Connections

Connect GA4

Connect Google Ads

Connect Google Sheets (ServiceTitan Data Bridge)

📄 Six Dashboard Pages

Page 1: Overview

Page 2: Google Ads

Page 3: LSA

Page 4: Revenue

Page 5: Leads

Page 6: Executive

📊 Lead Source ROI Comparison

💰 Full Source Comparison Table

Bright Side Plumbing
Revenue Intelligence System