In Episode 4 of The Marketing Mechanic, Dennis Yu tackles the biggest mystery for home service businesses: figuring out what marketing is actually working. He breaks down traffic and conversion into a simple model—impressions, clicks, calls, and booked jobs—and shows how to trace revenue all the way back to its source. Instead of drowning in keyword reports and vanity metrics, Dennis explains how to separate branded from non-branded searches, calculate real ROI on SEO and PPC, and hold both agencies and operations accountable.The episode shows why most marketing reports are misleading, how agencies often take credit for calls you would have gotten anyway, and why the weekly scorecard is the only truth that matters. From cost-per-call math on Google LSA and Facebook ads to the hidden impact of Quality Score, Dennis illustrates how a small shift in landing page relevance or trust signals can slash cost per lead and double ROI. He uses real service examples—plumbers, landscapers, HVAC companies—to make the math tangible and prove why conversion beats chasing cheaper clicks every time.You’ll also see why marketing doesn’t end when the phone rings. Missed calls, slow dispatch, weak estimates, and underpricing can destroy ROI just as easily as bad ad campaigns. Dennis shares stories from companies doing $250M a year to illustrate how answering the phone, quoting same-day, and offering memberships or maintenance plans can turn marketing from a cost into a compounding asset.If you’ve been paying for “SEO” or “ads” without ever seeing a clear link to revenue, this episode gives you the framework to diagnose where the leaks really are. Watch now to see how traffic and conversion connect, how to calculate true ROI, and how to finally get a marketing report you can trust. And if you want an objective read on your own setup, head to blitzmetrics.com/quickaudit and get the numbers straight from your data.Dennis Yu, Founder of BlitzMetrics:Facebook: https://www.facebook.com/dennisyu/LinkedIn: https://www.linkedin.com/in/dennisyuTwitter: https://x.com/dennisyuBlitzMetrics: https://blitzmetrics.com/

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