We didn’t lose leads. We got smarter about who we were attracting—and why they mattered.
The Setup
Traffic surged.
Facebook delivered more than 1,000 new users in two months.
Key service areas were finally lighting up the dashboard.
But behind the increase in numbers was a quiet disconnect:
- Call volume was down 21%
- Revenue dropped 39%
- Yet the business was running leaner, more focused, and somehow… more stable.
That’s when the client and Kat turned toward the data—not to chase more, but to understand what was working.
The Turning Point
Together, they mapped it out:
- Site traffic.
- Call tracking.
- Job profitability.
- Ad performance.
Through joint analysis and iteration, they reshaped the strategy—not by guessing, but by observing.
Much of the language I use here—“more isn’t better,” “refine, not expand,” and “growth needs guardrails”—are not direct quotes from Kat or the client, but synthesized from their shared logic, their decisions, and the impact of their collaboration.
They didn’t optimize for vanity metrics. They aligned for value.
What I Learned
- Not every new visitor is a good lead.
- Not every lead is worth the follow-up.
- Revenue without profit is noise.
- Clicks without intent are just numbers.
They stopped feeding the funnel with fluff and started designing for precision.
The Outcome
- Profit margin improved from 54% to 72.77%
- Material costs dropped by 44%
- Revenue dipped, but profit quality rose
- Calls were fewer, but more qualified
- Operational strain decreased. Team satisfaction rose.
