Evidence library

Every result has a source, a scope, and a stopping point.

I do not turn a platform lead into a revenue claim. Browse the retained records and see exactly what each one proves, counted under the attribution standard.

Six records. The shelf is small, and it grows in public: each new engagement adds its record at the level the evidence supports.

Discuss your numbers

Results summary comparing before, month one, and month two of the cleaning campaign with an 81% cost per lead reduction

Cleaning · Platform activity record

3 to 51 reported leads, $149.00 to $27.89 per lead

The retained Google Ads records show the account moving from 3 reported leads at $149.00 each on $447.00 of monthly spend to 51 reported leads at $27.89 each, an 81% cost-per-lead reduction across two rebuild months.

Every figure here is a platform record: clicks, reported leads, and cost per lead. Booked jobs and ticket values were not confirmed by the client for this engagement, so no revenue or return is claimed. Leads are activity, not deposits.

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Google Ads dashboard for August 2025 showing 252 clicks, 72 conversions, $3.44 average CPC, and $12.03 cost per conversion

Cleaning · Platform activity record

72 reported leads at $12.03 CPA, target was $15.00

The retained platform record reports 72 leads at a $12.03 cost per acquisition across a 31-day window, 20% under the $15.00 target the client had set as their maximum viable acquisition cost.

This is a lead-stage platform metric, not a booked-job or revenue claim. The $15.00 target came from the client’s own margin math. The retained record does not include client-confirmed job outcomes.

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Google Local Services Ads dashboard showing 42 lead calls and messages in the past 30 days

Local services · Platform activity record

42 charged leads at $33.86 in the first 30 days

Built from zero to Google Guaranteed, the account recorded 42 charged leads at $33.86 each on $1,422.00 of spend in its first 30 days, April 1 to 30, 2026, across Ocala and five nearby Central Florida cities.

Charged leads are a Local Services Ads billing record, which makes the lead count and cost per lead well documented. Booked jobs and revenue were not client-confirmed in the retained record, so neither is claimed.

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Google Ads goals and conversions summary separating bookings, contacts, and calls

Auto detailing · Reported booking outcome

5 reported bookings among 12 outcomes in 21 days

On $429.07 of spend across 21 days, February 7 to 28, 2026, the retained campaign material reports 12 outcomes at $35.76 each: 5 bookings, 4 direct contacts, and 3 phone calls, at a 14.63% reported conversion rate.

The booking, contact, and call labels are retained in the campaign material, which is why bookings lead this record instead of a generic conversion count. Ticket values were not client-confirmed, so revenue and return are not claimed.

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Pest control Google Ads dashboard over a 30-day window showing 272 clicks, $988 cost, 74 conversions, and $13.35 cost per conversion

Pest control · Platform activity record

74 reported leads at $13.35 on $988.00 of spend

After a full rebuild, the retained dashboard reports 272 clicks and 74 leads at $13.35 each on $988.00 of ad spend across a 30-day window, with a 96.7% search impression share.

This source record ends at the lead. Every conversion was measured through GA4 and GTM rather than click counts, which makes the lead figure reliable, but it is still not presented as a booked-job, revenue, or profit claim.

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Meta Events Manager showing lead events processed from browser and server with deduplication

Tracking · Implementation record

Dual-container server-side tracking, deduplicated and validated

The retained implementation screens document a dual-container setup, web GTM plus server-side GTM hosted on Stape, feeding GA4, the Meta Conversions API, and 5 Google Ads conversion actions from one deduplicated event stream.

Implementation proof shows the measurement path, not a campaign performance or revenue outcome. What the screens establish is that events flow, deduplicate, and validate. What they cannot establish is business return.

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The first decision

Set a bounded first bet.

Before any campaign launches, set the spend cap, proving period, and verdict date in writing.

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