How do you set performance targets and benchmarks when we start?

We anchor targets to your economics, not industry averages. First we establish your baseline — current leads, close rate, average job value, and cost per booked job by channel — then work backward from a revenue goal to the leads and spend required to hit it. If you know your customer lifetime value, we use it to set what you can profitably pay to acquire a job.

From there we set realistic milestones by channel and timeframe: paid media can move in weeks, SEO and content compound over months. We're upfront that the first 90 days are largely foundation and early signal, not peak return. Everything lands on a scorecard you see every month — booked jobs, cost per booked job, and revenue by channel — so "results" means the same thing to both of us and we can course-correct against real numbers.