Conversion tracking for masonry contractors, measured in signed jobs

The masonry owner's version of the problem: the ads report a busy month, but the calls are chimney sweeping requests, someone pricing landscape stone by the pallet, a seller whose buyer's inspector flagged a cracked chimney crown that must be fixed before closing, and only now and then the retaining wall or tuckpointing job the business wants. Google Ads cannot tell those apart. It sees a call past the duration threshold or a form submit and counts each one as the same conversion.

Because small repairs and inspection fixes are frequent and quick to book, bidding leans toward them, while walls, rebuilds and restoration that need a site visit and a written proposal look like slow, expensive leads. Realtor-driven work arrives through referrals the account never sees at all. A ten-minute check: take last year's largest masonry jobs from Jobber, JobTread or your books and find the first source on each. Then read last month's paid search terms for sweep, stone-supply and job-seeker searches. Big jobs with no source and a search-term list full of supply searches show exactly where the gap is.

Fixed looks like supply, sweep and job searches excluded, work type recorded on every lead (repair, tuckpointing, chimney, retaining wall, veneer), realtor and inspector referrals named as sources, and finished jobs with invoice value imported to Google Ads from Search leads. The report shows cost per finished job by work type, so a quiet month for walls is not buried under busy repair weeks. The audit starts with your largest jobs and asks where each one came from.