What their report got right
- ·The 60.1 is real — it’s published at the top of this page
- ·The $200–399 band leaks hardest: 54.8% close
- ·Cold falloff runs double the company average
- ·Google is 15.2% of their entire quote pipeline
Google Ads · Milwaukee, WI
Our client audited us. We’re publishing the audit.
Camo Crew pulled year-to-date numbers on every lead source they have and graded them — including ours. Here’s the whole report card, plus the one number their report couldn’t compute.
Camo Crew · Junk Removal · Milwaukee, WI · Client-authored analysis, YTD through Aug 10, 2026
- Return on ad spend. Every dollar in, $4.05 back.
4.05x
Return on ad spend. Every dollar in, $4.05 back.
- Revenue closed from Google leads
$61,331
Revenue closed from Google leads
- Average Google job
$944
Average Google job
- What it cost to buy each won job
$233
What it cost to buy each won job
The report card
They scored every channel. We came in at 60.1.
Their composite grade — close rate, ticket size, value capture, volume — put Google at 60.1 out of 100. Networking scored 88. Referrals 75. We’re publishing ours anyway.
Look at what sits above us: networking, realtor relationships, referrals, repeat customers. Every one of them is a relationship. You can’t buy a referral with a budget — you earn it over years of not screwing people. Referrals beat ads. They always will.
The question a paid channel has to answer is whether it beats the other things money can buy. Their own scorecard, purchasable channels only:
60.1
Trucks
55.7
Events
49.2
Traditional media
37.2
Cold outreach
34.4
30.4
Google also closed $61,331 — the largest revenue of any channel money can buy in their data. The next-best purchasable channel closed about half that.
The number the report couldn’t compute
An ROI audit with no spend column
The report graded the channel’s return without the one number a return requires: what it cost. That number lives in the ad account. We run the account. Here it is.
$15,126
spent YTD
101
quotes
~65
won jobs
$61,331
closed
4.05x return
($61,331 ÷ $15,126)
$150 per quote
($15,126 ÷ 101)
$233 per won job
($15,126 ÷ ~65)
$607 revenue per quote issued
($61,331 ÷ 101)
The revenue number is theirs — pulled from their own quote data. The spend number is ours — pulled from the ad account. Neither side could inflate this alone. That’s the whole point of publishing both.
Google sells him $944 jobs for $233 apiece.
The leak
Yes — 3 in 10 Google quotes die. Same as every cold channel.
The report flags a 30.7% falloff rate, double the company average of 16%. True. Here’s the rest of that chart.
30.7%
30.0%
30.0%
Cold outreach
30.8%
Traditional media
Every cold channel they run loses 3 in 10 quotes. Strangers comparison-shop; referred customers don’t. That’s what makes a lead cold, and it’s priced into the close rate. The company average is 16% because warm channels drag it down — repeat customers bail at 2.4%, networking at 8.8%.
The channel returned 4.05x with that leak included.
Honest note
Their sharpest find is real — quotes in the $200–399 residential band die hardest, at a 54.8% close. That’s the band where homeowners guess low on what a crew, a truck, and dump fees cost.
Straight answer
What their report got right, and what it couldn’t see
We’re not grading our own homework here. They graded it. Both columns stay up.
What it couldn’t see
- ·The spend: $15,126
- ·The return: 4.05x
- ·Every channel that outscored Google is a relationship, not a media buy
- ·30.7% falloff is cold-channel parity — Facebook 30.0, cold outreach 30.0, traditional 30.8
Next
Same tables. Re-cut in November.
This page republishes the client’s own analysis with the spend column added. In November 2026 we re-run the same tables against the same source data and publish whatever they say.
Your turn
Ask your ad manager for four numbers
Spend, quotes, closed revenue, close rate — year to date. If they can’t produce them in a day, that’s your answer. Ours are on this page.