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    Reporting work

    Every engagement where reporting was part of the build, across all thirty industries we publish in.

    Industry
    Proof type

    61 entries

    Verified ResultReal client work. Every figure is measured in a named system and carries the window it was measured over.Construction & Contracting

    Two locations, two Google profiles, one lead-scoring model that tells the crew which job to call first

    A regional roofing and building-services contractor was running paid search and Meta against a website that published the wrong office address sitewide, with leads landing unranked in a construction CRM. We rebuilt the site, separated the two locations in local search, and built a scoring model that sorts every inbound job into *urgent / when-you-can / another-day* before anyone picks up the phone.

    4.8Google rating, primary profileWeb DevelopmentLocal SEOGoogle Business Profile    Verified ResultReal client work. Every figure is measured in a named system and carries the window it was measured over.Home Services

    A 4.8 on Google and a 4.3 on Facebook: rebuilding the reputation layer a trade business is actually judged on

    A regional exterior-building-services contractor carried a strong Google rating and a materially weaker Facebook one — on the platform its paid social pointed at. We built the review-and-response layer under both, set a narrow rule for when a review is disputed, and put a daily operating cadence behind the proof assets that make a review request reasonable to send.

    4.8Google rating, primary profileGoogle Business ProfileLocal SEOOrganic Social    Verified ResultReal client work. Every figure is measured in a named system and carries the window it was measured over.Local Businesses

    Two towns, two Google profiles, one name: closing a local identity that had drifted for years

    A regional contractor was operating two Google Business Profiles for two mountain towns under two different names — one a legacy trade-only name tied to a phone number that wasn't even the main line. We settled the naming question once, repointed the number, and aligned every other local surface to the same string.

    4.8Google rating, primary profileLocal SEOGoogle Business ProfilePositioning    Project ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Automotive Sales & Service

    Every vehicle page built from one feed — including on the day the vehicle sells

    A dealership's inventory turns over continuously; its website usually runs on a different clock. Paid ads point at individual cars. This is the page-generation system built from the feed itself, where the hardest, most carefully designed page is the one for a vehicle that has just sold.

    Web DevelopmentTechnical SEOLanding Pages    Project ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Ecommerce & Retail

    Campaigns and automations are two different systems — and only one of them runs while you sleep

    Most stores run email as a calendar — someone decides Monday what goes Thursday — while the automations were switched on at launch and never opened again. This is the architecture that separates the two, gives every flow its own trigger, exclusion set and reporting row, and makes the capture points part of the product page.

    Email MarketingCRMContent Systems    Project ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Energy, Solar & Renewables

    A qualification layer that decides which solar enquiry is worth a consultant's afternoon

    A residential solar consultation costs a designer, a proposal and often a site visit. The form that triggers it usually collects a name, an email and a postcode — which decides nothing. This layer moves the three questions that actually settle it in front of the appointment.

    Landing PagesCROCRM    Project ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Financial Services

    A referral register that records who made the introduction — not just that a referral happened

    Advisory firms know referrals are their main growth channel and almost none can say which relationships produce them. This is the register and CRM field schema we build: one record per introduction, naming the introducer, the occasion, the date, and what the prospect was told before they arrived.

    CRMLead RoutingReporting    Project ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Franchise & Multi-Location

    Field-level ownership: a location record that lets a franchisee fix the hours without renaming the brand

    Listing drift in a franchise is almost never sabotage — it's two people with legitimate reasons to edit the same record and no agreement on who owns which field. This is the governance pattern that splits ownership field by field and detects drift by diffing rather than auditing.

    Local SEOGoogle Business ProfileReporting    Project ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Healthcare & Medical

    Conversion tracking for a medical practice that never lets a patient detail reach the tag

    Most practice sites either measure nothing or push form values and appointment reasons into an analytics tool never designed to hold them. This is the reference build we use instead: a measurement layer that counts every booking and call without a single clinical detail leaving the building.

    Technical SEOBooking IntakeReporting    Project ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Home Services

    A review-response procedure a crew can run at nine at night without calling the agency

    Reviews arrive at weekends and after hours, and the person best placed to answer is almost never a marketer. This is the written procedure that decides who responds, in what shape, how fast, and the narrow test that must be met before a review is contested at all.

    Google Business ProfileOrganic SocialContent Systems    Project ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Hotels, Resorts & Travel

    A parity audit that checks the same room the way a guest checks it, in the same order

    A guest comparing a room opens four tabs in a predictable order and reads price, photos, cancellation terms and inclusions as one offer. Most parity checking happens in a spreadsheet built from extranet exports, which can't see any of that. This audit reproduces the guest's path instead.

    Content SystemsReportingCRO    Project ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Local Businesses

    A one-page local visibility scorecard a location manager can read in ninety seconds

    Local reporting arrives either as a **40-page** white-label export nobody opens or a screenshot of a dashboard. This is the one-page alternative: one page per location, every metric paired with the single action that moves it.

    ReportingLocal SEOGoogle Business Profile    Project ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Logistics, Freight & Transport

    Instrumenting the numbers nobody publishes for freight

    There's no published cold-email benchmark for freight, no LinkedIn benchmark, no webinar benchmark, no sales-cycle figure and no Google Ads freight category. A freight operator asking how they compare is asking a question the published record hasn't answered. This build makes the operator's own data answer it.

    CRMLead RoutingReporting    Project ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Med Spa, Aesthetics & Wellness

    A first-party consultation ledger, because the aesthetics industry doesn't publish one

    There's no credible published figure for what a med spa consultation costs to generate, and none for how many consultations become treatments. This is the ledger we build instead: a non-clinical record that produces both numbers from the practice's own funnel inside a single quarter.

    ReportingCRMBooking Intake    Project ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Nonprofits & Associations

    A message calendar built from the supporter's inbox, not the team's campaign list

    Every team in a nonprofit plans its own sends and nobody plans the year the way a supporter experiences it. This calendar holds one row per message a single subscriber receives, in the order they receive it — so the weeks when four teams all send on a Tuesday are visible in October, not discovered in December.

    Email MarketingContent SystemsContent    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Accounting & Tax

    High-growth accounting firms spend double on marketing — and put the difference into hiring

    In the published budget benchmark, high-growth firms spend 2.1% of revenue on marketing against 1.0% for everyone else, run one marketing person for every 49 staff against one for every 57, pay 27% lower marketing salaries, and spend 66% more on recruiting and employer brand. The model reads that as a capacity strategy rather than a marketing one.

    PositioningContentContent Systems    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Accounting & Tax

    There's no published cost-to-win or client value for an accounting firm — so the model builds the firm's own four numbers

    There is no credible published cost per lead, cost of acquisition or client lifetime value for a public accounting firm. The nearest figures come from adjacent categories and have to be labelled as proxies. This model builds the firm's own four numbers instead of borrowing someone else's.

    CRMLead RoutingReporting    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Automotive Sales & Service

    Same dealership, same staff: internet leads set appointments at 32%, phone-ups at 73%

    The published dealership data shows internet leads and phone-ups being contacted at broadly comparable rates and converted into appointments at completely different ones. That gap is not about reachability and it is not about staffing, because it is the same staff. This model rebuilds the internet lead handoff around what a phone-up already does naturally.

    CRMLead RoutingLanding Pages    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Automotive Sales & Service

    Service converts at ~2.5× vehicle sales and gets budgeted like an afterthought

    Automotive repair, service and parts carries the highest conversion rate of any industry in the published Google Ads benchmark set. Used-vehicle dealers sit near the other end of the automotive range. Both are usually funded from one line item called automotive, which averages across a spread wide enough to hide the entire argument.

    Paid SearchLocal SEOGoogle Business Profile    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.B2B & Professional Services

    Median firm growth is the lowest since 2018 — the firms growing 4× faster put their experts in front of the market on purpose

    The published high-growth study puts median professional-services growth at 9.9%, the lowest reading since 2018, and finds that high-growth firms grow roughly four times faster, hold 39.5% profitability, spend 12.0% of revenue on marketing, and are 2.5 times more likely to activate their subject-matter experts. This model builds the engagement around that last variable.

    Personal BrandContentAEO GEO    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.B2B & Technology

    Acceptance held at 28.5%, the connection note collapsed 37% — the model moves the persuasion elsewhere

    Across 13.2 million connection requests, acceptance is stable and the conversation after it is not: 10.4% of follow-up messages get a reply, and the reply rate on the connection note itself fell 37% in twelve months. Software senders sit below the platform average on both. This model is built around where that leaves the message.

    OutboundPositioningPersonal Brand    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Construction & Contracting

    General contracting has one of the lowest conversion rates in home services — here's where the model puts the money

    General contracting converts paid search clicks at 2.61% against a home-services average of 7.33%, which pushes cost per lead to $165.67. The model treats that as a qualification problem rather than a media problem.

    Paid SearchLocal SEOContent    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Dental & Orthodontics

    Dentists estimate their case acceptance at ~90%; measured across 10,000+ practices it's ~60%

    The largest growth lever in a dental practice is not a new patient. It is the treatment already diagnosed, already presented, and not accepted. This model puts the marketing budget behind the step where the measured number and the believed number are thirty points apart.

    CROBooking IntakeCRM    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Dental & Orthodontics

    Dental is one of the few categories where Meta costs more per lead than Google — that changes the plan

    A dental click costs $8.00 and a dental lead costs $72.97 on search. On Meta the same lead costs $76.71, which inverts the usual relationship between the two channels. The model treats that inversion as information about intent rather than as a reason to pick a winner.

    Paid SearchPaid SocialLanding Pages    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Ecommerce & Retail

    Cart abandonment has averaged 70.22% across twenty years of studies — the model stops trying to fix it

    Fifty studies published between 2006 and 2025 average a 70.22% cart abandonment rate. That number has survived every checkout redesign, every digital wallet and every trust badge of the last two decades. This model treats it as a behaviour rather than a defect, and puts the effort where the published data says the movement actually is: the device split, the returning visitor, and the automations that run after the abandonment.

    CROEmail MarketingTechnical SEO    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Ecommerce & Retail

    Same publisher, same window: ~11.7% conversion on Amazon vs ~1.3% on the brand's own paid traffic

    Most channel comparisons in ecommerce are two figures from two publishers with two definitions, which proves nothing. This one is not: the same measurement provider, over the same twelve months, puts Amazon Ads conversion at 11.7% and paid traffic to brands' own sites at 1.3%. The model works out what that gap is actually made of, and what it costs to use.

    Paid SearchPaid SocialEmail Marketing    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Education & EdTech

    One report says 60% of registrants attend, another says 33% — both are right, and the difference decides what you build

    The two most-cited webinar benchmarks disagree by nearly a factor of two because one counts live attendance only and the other counts live plus on-demand. Reconciling them is not pedantry: it decides whether a programme is built around an event or around a library. The model builds for both and reports them separately.

    WebinarsEmail MarketingLanding Pages    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Energy, Solar & Renewables

    Solar acquisition cost is forecast to rise 40% into a market contracting 19% — after the credit expired

    US residential solar customer acquisition cost hit a five-year low of $0.60 per watt in 2025 and is forecast to rise 40% to $0.84 in 2026 as the market contracts 19% following the residential credit's expiry. Against an average installed price of $2.49 per watt, that moves acquisition from roughly a quarter of the price of a system to roughly a third.

    Paid SearchLocal SEOLanding Pages    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Energy, Solar & Renewables

    In residential solar the benchmark you want doesn't exist — so the model builds your baseline first

    This is the thinnest published vertical we work in. There is no solar cost per click, no cost per lead, no lead-to-sale rate, no website conversion rate and no speed-to-lead study. What does exist is strong market data: record enquiry volume, a battery attachment rate that varies by more than thirty points between states, and a subsidy that ended. The model is built to survive that combination.

    ReportingCROLanding Pages    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Financial Services

    Finance buys the second-best click in the market and converts it worst of all 23 industries

    Finance and insurance search ads earn a 9.83% click-through rate, second highest of the twenty-three industries measured, and convert those clicks at 2.64%, the lowest of all of them. The whole loss sits after the click. This model spends there first.

    Paid SearchLanding PagesCRO    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Financial Services

    The largest line in an advisor's cost to acquire a client isn't money — it's the advisor's own time

    Published research across roughly a thousand advisors puts the all-in cost of acquiring one client at $3,800, of which $519 is hard dollars and $2,600 is the advisor's own time valued at what that time is worth. Every marketing decision made on the invoice alone is being made on a sixth of the cost.

    PositioningContentEmail Marketing    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Fitness & Sports Facilities

    One member in three leaves every year and the market is growing anyway — that's the trap

    81 million Americans held a gym membership in 2025 and annual member retention is 66.4%. A facility can post growth while replacing a third of the people in the building. The model spends on the first ninety days of membership before it spends on the next lead.

    CRMReportingEmail Marketing    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Food, Beverage & Specialty CPG

    The first order doesn't pay for itself at any published margin — so it's a repeat-purchase business by arithmetic

    Food and beverage consumer packaged goods run a 28 to 42% gross margin. The published cost per acquisition for the category is $49 against a $63 average order value. Those three numbers do not leave a positive first order anywhere in the band, which makes this a repeat-purchase business by arithmetic rather than by strategy.

    Paid SocialPaid SearchEmail Marketing    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Franchise & Multi-Location

    97.9% of franchise locations have claimed their profile; only 35.9% appear in the Google 3-pack

    The first-generation listings problem is solved and the industry is still selling the solution to it. The gap between claiming a profile and ranking in the pack is the entire opportunity, and none of the work inside it is claiming work.

    Local SEOGoogle Business ProfileReporting    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Franchise & Multi-Location

    Gemini names a specific franchise location 11.0% of the time, ChatGPT 1.2% — and AI answers get the details wrong about a third of the time

    The three assistants disagree by roughly ninefold on how often they will name a specific location, and all of them are reading location data that is wrong about a third of the time. The model funds the accuracy problem, which is controllable, and tracks the recommendation rate, which is not.

    AEO GEOLocal SEOGoogle Business Profile    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Healthcare & Medical

    89% of patients say booking at any hour matters; 11% of medical groups say most of their patients can

    Physician search converts at 12.43%, well above the cross-industry average, and costs $40.04 a lead. The published gap in this vertical is not in the media. It is between the moment a patient decides to book and the moment a human is available to let them.

    Paid SearchPaid SocialLanding Pages    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Healthcare & Medical

    62% of patients have avoided a provider over a review — and replying to one is a compliance decision

    Reputation is the cheapest media a practice owns and the only channel where the reply itself is regulated. This model treats review operations as a media-efficiency programme with a compliance constraint written into the first line of every template.

    Google Business ProfileLocal SEOReporting    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Home Services

    52% of home-services calls get answered — and 55% of businesses never ask the caller to book

    In an emergency trade the money is lost in two places, and neither of them is the ad auction. This model instruments the phone before it touches the media, because the published rates say fewer than one call in four is both answered and closed.

    Paid SearchLocal SEOGoogle Business Profile    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Hotels, Resorts & Travel

    Travel has one of the highest paid-search click-through rates and no standard direct-booking benchmark

    Travel attracts attention more cheaply than almost any category in the published search benchmark set and converts it at a middling rate. Meanwhile the single number that would settle the direct-versus-intermediated argument — what a brand's own booking engine actually converts at — is not published anywhere. This model instruments that gap first and buys media second.

    Paid SearchLanding PagesCRO    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Insurance Agencies & Brokers

    Commercial insurance is the one category where organic and paid cost the same — which changes what there is to optimise

    Published acquisition costs for commercial insurance come in at $590 organic and $600 paid, blending to $593 — the narrowest organic-versus-paid gap of any industry in the set. When the channel choice is worth ten dollars, the model stops arguing about channels and goes after the conversion step, where finance and insurance ranks last of twenty-three industries.

    Paid SearchTechnical SEOContent    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Insurance Agencies & Brokers

    Every insurance cost-per-lead figure in circulation is a vendor price sheet — the model builds the number the agency doesn't have

    There is no independent published cost per lead for an insurance agency, and none at all for personal lines. What circulates instead is lead-vendor pricing, which is a market price list rather than a benchmark. The model starts from that distinction and builds a cost per bound policy the agency owns.

    CRMLead RoutingReporting    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Law Firms

    The intake gap: paying the market's highest cost-per-click while only 40% of firms answer the phone

    Legal is the most expensive vertical in paid search. It is also the vertical where the largest published performance gap sits after the click, not before it. This model sizes the recovery available from fixing intake before adding a dollar of media.

    Paid SearchLocal SEOLanding Pages    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Local Businesses

    Three published thresholds decide whether a local business is considered at all

    Rating, review count and review recency are separate gates, and a local business has to clear all three before its marketing gets a hearing. The model treats review velocity as a channel with a budget rather than as a byproduct of good service.

    Local SEOGoogle Business ProfileReporting    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Logistics, Freight & Transport

    What a freight lead costs — and the four benchmarks that don't exist to check it against

    The published record for transportation and logistics contains a cost per lead, a customer acquisition cost and a ratio. It contains no cold email benchmark, no LinkedIn benchmark, no webinar benchmark, no sales-cycle figure and no search category. This model is built on what exists and is explicit about what does not.

    Technical SEOContentCRM    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Logistics, Freight & Transport

    The shortlist forms before the RFP, and the page that gets you onto it is already three years old

    Ninety-five percent of B2B purchases come from the shortlist the buyer had on day one, and the first vendor contacted wins roughly eight of ten deals. Meanwhile 72.9% of pages ranking in Google's top ten are more than three years old. This model funds two clocks at once and is explicit that neither figure was measured on a freight buyer.

    ContentTechnical SEOAEO GEO    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Manufacturing & Industrial

    Most of the purchase is over before a vendor is contacted — and one front-runner is usually already chosen

    The published industrial buying research says the buying team is three people, more than 55% of the process is complete before any vendor is contacted, and the final shortlist narrows to two. This model spends against the part of the process that happens before the enquiry form, because that is where the shortlist is decided.

    ContentTechnical SEOAEO GEO    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Manufacturing & Industrial

    $75.19 in the ad account and $553 across the business — manufacturing's two cost-per-lead numbers

    Industrial and commercial search campaigns post the highest conversion rate and the lowest cost per lead of any B2B-relevant category in the published set. The blended manufacturing cost per lead across all channels is roughly seven times higher. Both are correct, and the gap between them is where this model does its work.

    Paid SearchLanding PagesCRO    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Med Spa, Aesthetics & Wellness

    A $1.4M average practice, $39.25 leads, and no published number for what a consultation costs

    The aesthetics industry publishes its revenue and its size in detail and its funnel not at all. This model uses the benchmarks that exist for the top of the funnel, says plainly where the published record stops, and instruments the rest first-party.

    Paid SearchPaid SocialLanding Pages    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Med Spa, Aesthetics & Wellness

    Injectables are the #1 and #2 minimally invasive treatments — which makes retreatment interval the business

    Neuromodulator injections account for half of minimally invasive treatment volume and hyaluronic acid fillers for another thirty per cent. Treatments with a natural retreatment cadence make a med spa a recurring-revenue business that mostly does not report itself as one. The model builds around the interval.

    Email MarketingCRMReporting    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Nonprofits & Associations

    Revenue up 5.0%, donors down for the fifth straight year — the model spends on the second gift

    Sector giving grew 5.0% in the published data, the strongest revenue growth in five years, while donor counts fell 3.6% for the fifth consecutive annual decline. Fewer people are giving more. The model treats that as a retention problem and puts the budget on the second gift rather than the first.

    Email MarketingCRMReporting    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Nonprofits & Associations

    Display costs $86 to acquire an email address and returns $1.11 — the published ad table is a ranking, not a menu

    Nonprofit digital advertising has published costs and returns per channel that differ by more than an order of magnitude: $2.81 per email address acquired overall against $86 on display, and $2.48 back per dollar on search against $0.17 on Google Grants. The model reads that table as an order of operations.

    Paid SearchPaid SocialEmail Marketing    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Real Estate

    Real estate has the fastest-rising cost-per-click of any measured industry — and refuses to average its two conversion rates

    Inside one published vertical, residential agents convert at 1.29% and property management at 10.24%. The model refuses to average them, prices each channel to the job it actually does, and stops short of any claim it cannot source.

    Paid SearchPaid SocialLanding Pages    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Real Estate

    43% of buyers found their agent by referral — so the model treats the past-client list as the primary channel

    Half of buyers find the house online and not quite half find the agent through somebody they know. Most real-estate budgets are aimed at the first number and judged against the second. The model funds the referral motion as a channel with a cadence and a report.

    CRMEmail MarketingContent    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Recruiting & Staffing

    Recruiting is the best-performing vertical on LinkedIn — which is exactly why it's the hardest to sound different in

    Staffing and recruiting posts a 36.5% connection acceptance rate and an 18.9% message reply rate, the best of any vertical on the platform and 1.8 times the average, and headhunting cold email replies at 7.5%. Every competitor gets the same lift. This model puts the differentiation in the offer and the buyer's own numbers instead.

    OutboundEmail MarketingPositioning    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Restaurants & Hospitality

    Nearly three-quarters of restaurant traffic never comes through the door

    Off-premises is now the majority of the category and it is still being marketed as an add-on to the dining room. This model plans for the car park, the phone and the pickup shelf: where the demand is captured, which surface takes the order, and what the published search benchmarks say that costs.

    Local SEOGoogle Business ProfilePaid Search    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Restaurants & Hospitality

    The only causal study of restaurant reviews found no effect for chains

    A one-star increase in a Yelp rating raises revenue 5 to 9% for independent restaurants and has no statistically significant effect for chains. That asymmetry, not the headline percentage, is the finding worth building on — and it is the reason a review programme is worth far more to a single-site operator than to the group down the road.

    Google Business ProfileLocal SEOContent Systems    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Senior Living & Elder Care

    Occupancy is near a decade high and almost no new supply is coming — the marketing problem changed

    Senior housing occupancy reached 89.9% across the primary markets, with fifteen of thirty-one at or above 90% and inventory growth below 1.0% for a fifth consecutive quarter. At those levels the job stops being lead generation and becomes fit, timing and waitlist management.

    Landing PagesPaid SearchLocal SEO    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Small Businesses

    Industry averages are the wrong planning input for a business running exactly one campaign

    The published benchmark tables span a range wider than any optimisation a small budget can buy. The model spends the first month buying a measured baseline rather than acting on a number that describes an average of thousands of accounts and none of them precisely.

    Paid SearchPaid SocialLanding Pages    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Startups & Scaleups

    The webinar is the worst top-of-funnel in the matrix and the best middle — the model uses it accordingly

    Sixty percent of registrants attend and the average attendee engages for 51 minutes against a 49-minute runtime. In the published channel-by-stage matrix the webinar has the weakest visitor-to-lead rate of five channels and the strongest lead-to-MQL rate. This model treats it as a qualification instrument rather than as a traffic source.

    WebinarsOutboundEmail Marketing    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Veterinary & Pet Services

    The cheapest, highest-converting paid leads in the whole benchmark set — arriving at practices seeing fewer visits

    Animals and pets converts paid clicks at 16.22%, the highest rate of the twenty-three industries measured, at $31.50 a lead. The same year, practice visit volume fell for the fourth consecutive time. The model is built on that contradiction rather than around it.

    Paid SearchLocal SEOGoogle Business Profile    Capability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Veterinary & Pet Services

    The interval between visits stretched by nearly half — that's the number the model works on

    A practice's lapsed client list is larger than anything a campaign will produce this quarter and costs nothing per name. This model works the interval rather than the top of the funnel, and rebuilds the reminder cadence around what clients now actually do.

    Email MarketingCRMReporting