now
What's active this week
A live snapshot of recent audit work and recent improvements. The point is freshness: if the work is moving, the site should show signs of movement.
Practice state
- Audit corpus: hundreds of audit runs across the local home-services market
- Findings catalogued: thousands of findings, spread across tracking, targeting, creative, position, reputation, and landing-page categories
- Active verticals: HVAC + Plumbing
- Next vertical opening: Dental
This week's recent findings (anonymized)
A small rotating sample. Sanitized at generation time.
Paying for ads. Not telling Google which ones turned into customers
Their ads are running, so the spend is real. But none of the main pages on the site are firing a Google Ads conversion tag. Every click is being paid for unmeasured. If the ad account is set to bid based on conversions (the default for most accounts these days), Google's bidder...
Paid clicks driving phone calls. No way to tell which ad sent them
Home-services customers book by phone far more often than by form. Without call-tracking on the site, the ad system has no way to credit a specific keyword, ad, or campaign for the call that came in. Google's bidding then doubles down on whatever it CAN see (form fills) and...
Competitors are bidding on every captured search for their business name
Someone typing 'an HVAC contractor in our audit set' into Google is as qualified a click as any advertiser gets. They know the brand, they're in buy-mode, they just need the link. When a competitor has a text ad on that search, they intercept the conversion before it lands on...
Competitors are bidding on every captured search for their business name
Someone typing 'an HVAC contractor in our audit set' into Google is as qualified a click as any advertiser gets. They know the brand, they're in buy-mode, they just need the link. When a competitor has a text ad on that search, they intercept the conversion before it lands on...
Paid clicks driving phone calls. No way to tell which ad sent them
Home-services customers book by phone far more often than by form. Without call-tracking on the site, the ad system has no way to credit a specific keyword, ad, or campaign for the call that came in. Google's bidding then doubles down on whatever it CAN see (form fills) and...
Methodology updates
Notable improvements to the audit since launch.
- Site-to-ad-copy gap analysis - promo offers, trust markers, and tenure references on prospect sites are now cross-checked against ad copy.
- Evidence threshold for rotation-dependent assets - sitelinks, call extensions, and other rotation-dependent ad assets only get flagged after repeated captures show consistent absence.
- Brand defense ladder - graded finding for who is bidding on your brand name.
- Per-town SERP localization - captures reflect what searchers in the specific town actually see.
Why this page exists
Most agency websites are written once and then slowly decay. This page surfaces recent audit work as it lands. If it shows stale content, that is a useful signal. If it shows fresh findings, that is a useful signal too.
Want this kind of transparency on your account?
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