Waste reportAcme Dispatch · scheduling software for HVAC companies · Google Ads + HubSpot
Last 90 days · 362 leads from Google Search · 312 (86%) matched to a keyword · leads under 14 days old aren't judged yet
$2,917 a month goes to keywords that brought zero qualified leads.
That's 24% of the $12,133 a month this account spends on Google Search. Moved to its best keywords (about $320 per qualified lead), the same money could bring about 9 more qualified leads a month. That last figure is an estimate.
No qualified leads · $2,917Everything else · $9,216
362leads from Google Search
74qualified by sales
238rejected by sales
50not matched to a keyword
What to change
Eight changes, biggest first. Applying all of them takes about 10 minutes in Google Ads.
Stop paying forFrees up
Pause
free scheduling app41 leads, none qualified. No qualified lead came from a search with "free".Add negative: free · phrase match · all campaigns
$1,300/moPause
hvac invoice template22 leads, none qualified
$783/moPause
open source scheduling10 leads, none qualified
$440/moPause
hvac technician jobs9 leads, all job seekers. No qualified lead came from a search with these words.Add negatives: jobs, salary · phrase match · all campaigns
$393/moSpend more on
Add budget
hvac scheduling software, field service software, contractor scheduling softwareAbout $320 per qualified lead, a third below your $492 average
New keyword
hvac dispatch softwareA search under "field service software" that brought 3 qualified leads. Add it as an exact-match keyword. Estimate.
Fix
Bid down
what is dispatching1 qualified lead for $2,050, four times your average. Kept running because it did bring a lead.
Tracking
50 leads with no keyword in HubSpotTheir "Original source drill-down 2" is empty, so they can't be tied to a keyword. Add utm_term={keyword} to your Google Ads tracking template.
Every keyword
The numbers behind each change. Verdicts are explained below.
| Keyword | Spend | Leads | Qualified | Per qualified lead | Verdict |
|---|---|---|---|---|---|
| field service software | $6,200 | 58 | 19 | $326 | Add budget |
| hvac scheduling software | $5,100 | 39 | 16 | $319 | Add budget |
| scheduling app for small business | $4,800 | 44 | 14 | $343 | Keep |
| free scheduling app | $3,900 | 41 | 0 | none | Pause |
| dispatch software | $3,670 | 13 | 10 | $367 | Keep |
| contractor scheduling software | $3,600 | 31 | 11 | $327 | Add budget |
| hvac invoice template | $2,350 | 22 | 0 | none | Pause |
| what is dispatching | $2,050 | 27 | 1 | $2,050 | Bid down |
| plumbing scheduling software | $1,450 | 12 | 3 | $483 | Keep |
| open source scheduling | $1,320 | 10 | 0 | none | Pause |
| hvac technician jobs | $1,180 | 9 | 0 | none | Pause |
| technician tracking app | $780 | 6 | 0 | none | Watch |
Why sales rejected leads
Reasons sales gave for the 238 rejected leads, and what to do about each.
Spread across keywords. Show a starting price in your ads to filter these out.
Mostly "hvac technician jobs" and "what is dispatching".
Mostly "free scheduling app", "open source scheduling" and "hvac invoice template".
Set location targeting to "Presence" instead of "Presence or interest".
Spread across keywords. No change needed.
How we decide
Your average is $492 per qualified lead: $36,400 spend ÷ 74 qualified.
PauseSpent over $984, enough to buy two qualified leads at your average, and got none. These make up the $2,917.
Add budgetYour three cheapest keywords per qualified lead.
Bid downOne qualified lead at over three times the average.
WatchToo little spend to judge yet.
NegativesOnly words that never appear in a search that brought a qualified lead.
Monthly figures are 90-day totals divided by three. They show what this spend cost; what you save depends on applying the changes.