Increase spend when you can answer every call, book the work within a reasonable window, and your cost per booked job sits comfortably below your gross profit per job. If leads already go unanswered or crews are booked four weeks out, fix capacity and speed-to-lead first, because more leads will only produce more waste.
The practical trigger is three consecutive months of stable or falling cost per booked job. That means the channel is efficient and additional money will buy additional jobs rather than just more impressions.
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