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Account

Monthly Performance Review

Review metrics, ROI, and optimization wins with your client every month. This is your chance to prove value and plan the next month.

Timing

Last Friday of every month, 30-60 minutes, with the contractor (decision-maker + operations person if helpful).

Before the Call: Gather Data (1 hour)

Pull these reports:

  • Google Ads: Impressions, clicks, conversions, cost per conversion, click-through rate
  • Facebook Ads: Spend, leads, cost per lead
  • Website Analytics: Traffic (sessions), user flow, form submissions, bounce rate
  • AI Reception: Call count, message completion rate, calls transferred to human (if applicable)
  • Lead Volume: Leads delivered vs. contracted amount
  • Lead Quality: Contractor feedback on lead quality (conversion rate if they are tracking)
Call Structure (60 minutes)

Opening (5 min)

  • "How are things going operationally? Any feedback on the leads coming in?"
  • This is personal. They may mention something that data won't show.

Wins & Metrics (15 min)

Present the previous month:

  • Leads delivered vs. goal: "We delivered 47 leads last month. You contracted for 40. We beat the target by 18%."
  • Cost per lead: "Our cost per lead is $22. Last month it was $28. We're improving."
  • ROI (if you know job value): "If each job is worth $2k on average, and we delivered 47 leads at 30% conversion, that's 14 jobs = $28k in value. Your ad spend was $1,034. That is a 27x return."
  • What drove the wins: "Google local search ads are our biggest driver, performing best on mobile."

Challenges (10 min)

  • "We saw Google Ads click-through rate drop slightly. This might mean new competitors appeared or seasonality kicked in. Here is what I am doing about it." (Show your plan)
  • "Facebook ads underperformed. We are going to try a different audience segment this month and report back."

Next Month Plan (20 min)

  • Budget: increase, hold, or decrease spend?
  • Geographic expansion: should we add service areas?
  • New campaigns: new ad platform, new messaging, retargeting website visitors?
  • Website improvements: new pages, better forms, faster load time?
  • Contractor actions: more project photos, testimonials, or reviews to add?

Closing (10 min)

  • Set expectations: "Here is what we will focus on next month: [2-3 items]"
  • Confirm: "Do you feel we are on track? Anything else you want to adjust?"
  • Schedule next month's call same day next month.
After the Call

Send a written recap email:

  • Summary of metrics (copy the table you showed)
  • 2-3 action items for next month (what you will do, what they will do)
  • Confidence level: "On track to hit YTD goals" or "Need adjustments to hit goals"
Ownership

Account Manager (you)

Success Criteria
  • Contractor feels informed and sees clear ROI
  • You have identified at least one optimization for next month
  • Contractor renews the contract (or expands to additional service areas)
  • Month-over-month improvement in at least one key metric (leads, cost per lead, or conversion)