Methodology
How we measure results, and how to read anyone else's case study.
The five numbers we hold ourselves to, what each one actually tells you, and the four questions worth asking of any agency's published results.
Publication status, updated 2026-09-20
No case studies are published on this page yet. The first published case study is planned for the first paid client's ninety day mark, and it will report the same five numbers set out below, measured the same way. Until then, what is published here is the measurement method itself, so you can hold us to it and use it on anyone else.
The Methodology
The five numbers that actually matter.
Most contractor marketing reports lead with vanity metrics, impressions, click-through rates, raw lead counts. Here's what we track instead, what they mean, and what good looks like.
Cost per qualified appointment
Not cost-per-lead. Not cost-per-form-fill. The total acquisition cost for an appointment that meets your qualification criteria, homeowner, in-area, in-budget, decision-maker present, replacement-ready. Lead-cost-only metrics hide the real number.
Lead-response time
Measured from form submission to the first outbound contact (SMS, email, or phone). Our target is under two minutes, and we track every contact attempt by the second.
Show rate
Booked appointments are vanity. Confirmed-and-attended appointments are what your reps walk into. We track show rate at the day-of-appointment level and tune confirmation cadences to keep it where it should be.
Close rate by source
Not all qualified appointments close at the same rate. Meta-sourced leads close differently than Google search. Retargeting closes differently than cold. We segment close rate by source, channel, and creative, so the next month's spend goes where the dollars actually convert.
Customer LTV (lifetime value) vs CAC (customer acquisition cost)
True unit economics: lifetime value per closed customer divided by full customer-acquisition cost (ad spend + retainer + your sales team's time). The number that determines whether scaling spend is profitable.
How to read a contractor marketing case study
When ours land, and when you read anyone else's: these are the questions that separate honest from borrowed.
- 01
Is the metric attributable?
“We helped them grow revenue 200%” means nothing if their referral business doubled at the same time. Look for case studies that isolate channel performance, what did the marketing program specifically deliver?
- 02
What was the baseline?
“We generated 400 leads per month” with no starting point is a vanity stat. Honest case studies show where the client started, what changed, and over what period.
- 03
Where did it not work?
Every real engagement has things that didn't hit. Case studies that read like a victory lap with zero failure modes are usually borrowed or sanitized. The honest ones disclose what got cut, what got pivoted, and what the team learned.
- 04
Are the unit economics intact?
Lots of agencies can drive lead volume by burning ad spend. The question is: did the cost-per-acquisition come in below the customer's gross margin per closed job? Without that math, lead volume isn't worth much.
Reading While You Wait
The articles that explain how we think about results.
Same operator-grade analysis we apply to every engagement, published as long-form pieces in the meantime.
True Cost-Per-Acquisition for Window Replacement
The math behind what an appointment is actually costing you, including the line items most agencies leave out.
Pre-Qualified vs Raw Leads: The Math Behind Close Rates
Why two contractors paying the same cost-per-lead can have radically different cost-per-closed-job.
LTV vs CAC for Window Contractors
The unit-economic ratio that determines whether scaling ad spend is actually profitable for your shop.
Profit Margin Benchmarks for Residential Window Replacement
What healthy gross and net margins look like, and where most shops are leaking.
What to expect
On the strategy call, we lay out the plan we'd run for your business.
Channels, lead flow, the numbers we'd target, and how it fits your market. A real conversation about whether we're the right fit.