That last part matters in both plumbing and HVAC, but for different reasons. Heating and cooling demand follows the weather. A July heat wave can make an ordinary campaign look brilliant, while a mild October can make a good one look broken. Plumbing calls can spike after a hard freeze brings burst pipes or heavy rain causes sewer backups. Comparing with the same month last year takes some of the weather out of the picture. A good report also notes what the weather did, so you can read the numbers with it in mind.

1. Calls From Your Google Business Profile

For most contractors, this is the number that pays the bills. Google records calls made from your profile, along with direction requests and website clicks. Ask for all three, but watch calls first. If profile views go up while calls go down, something on the profile is putting people off: old hours, thin photos, or a service area that does not match where you actually work.

2. Leads From Local Services Ads, and What Each One Cost

If you run Local Services Ads, you pay per lead, not per click. Ask for the number of leads, the total spend and the cost per lead. Then ask how the leads that were not real jobs were handled. Google credits some invalid leads and lets you rate the rest; someone should be checking every month that the account was credited where Google allows it. The cheaper fix is upstream: a tight list of services and a service area that matches where your trucks actually go.

3. Google Ads Conversions, and What Counts as One

Clicks and spend are easy to report. Conversions are the number that matters, and they are only as good as their definition. Ask your agency to tell you, in one sentence, what a conversion is in your account: a call longer than a set time, a booked appointment, a form. If the report shows a conversion value of zero month after month, tracking is probably not set up, and every decision about the budget is being made blind.

4. Website Visits That Turned Into Calls or Forms

Traffic on its own tells you little. Ask how many visits there were, and how many of them ended in a call or a form. When that second number reads zero, do not assume nobody called. It usually means the tracking broke during a website change. Ask for it to be fixed before anything else is optimized.

5. New Reviews in the Last 30 Days

Your star rating changes slowly. The number of new reviews this month tells you whether your team is still asking for them. A steady few each week does more for you than a burst once a year. If the count drops, the problem is usually in the field, not in the marketing.

6. Search Clicks and Position for Your Main Services

Google Search Console shows how often your site appeared in search, how often people clicked and your average position. Ask for these for the searches that matter, such as a/c repair, furnace installation or drain cleaning plus the towns you serve. A rising number of appearances with flat clicks usually means your listings are being seen and passed over, and the page titles and descriptions need work.

7. Revenue From Marketing Jobs, Which You Have to Supply

This is the number most reports leave blank, and it is not the agency's fault. Only you know which jobs came from which source and what they paid. Give your agency the revenue from marketing-sourced jobs each month, even roughly. Without it, nobody can tell you what your marketing returns. With it, the conversation moves from clicks to money.

How to Use the Seven

One page. Read the seven against last month and last year, with a line about the weather. Then ask two questions: which number moved the most, and what is the agency doing about it this month?

A good agency will welcome that page. If yours cannot produce it, or will not explain what a conversion means in your account, that tells you something too.