One page a month. That is the whole report.

What is on the page

The layout stays the same each month, so you can compare at a glance.

1. The headline: one or two sentences saying whether the month was good, flat or poor, and why.
2. Spend: our fee, ad spend paid to each platform, and any other costs, with the total.
3. Leads: tracked calls, texts and email clicks by source: Google profile, organic search, Google Ads, Meta, other.
4. Cost per lead for each paid channel, against the ceiling we agreed.
5. Booked work: the jobs you tell us came from those leads. This is the one number we need from you.
6. Work done: campaigns changed, pages and posts published, fixes made.
7. Next month: one to three changes, each with a reason, waiting for your yes.

A worked example of reading it

Suppose the page says you spent $1,999 on our fee and $1,200 on Google Ads, for a total of $3,199. Ads produced 24 tracked leads, so cost per ad lead was $50 against a ceiling of $80. You tell us 8 of those 24 booked, at an average job of $1,400.

That is $11,200 of booked work from $3,199 of total marketing cost, before counting leads from your Google profile and search. The brief would say so in one line, then recommend whether to raise the budget, hold it, or move money to a stronger area. (The numbers here are an illustration, not a forecast.)

Who it is for

The brief is written for owners, not marketers. If you have a partner, office manager or bookkeeper who cares about the numbers, we send it to them too. It also works for owners who want to show a lender, a buyer or a business partner a clean record of what marketing has produced over time.

How we keep it honest

• We count leads, not likes. Followers, impressions and clicks show up only as background context.
• We separate our fee from ad spend, so you always see what the platforms charged you directly.
• We use the same definitions every month. If we change how something is counted, the brief says so.
• We report bad months first. A weak month is a fact to explain, not something to bury on page nine.

The first brief arrives at the end of the takeover month and sets the baseline for everything that follows.

What we need from you

One number and one decision. The number is how many of last month's leads turned into booked work; a rough count from memory is far better than nothing. The decision is a yes, no or "let's talk" on the changes we propose. Everything else on the page is our job to gather and explain, and you should never need to log in to a platform to check our work unless you want to.

Mistakes owners make with reports

• Never giving the booked-work number. Without it, we can only optimise for leads, not for jobs.
• Judging a single month. Seasons in Greater Victoria swing; compare to the same month last year when you can.
• Approving changes without asking why. Every proposed change should have a reason you understand.
• Letting reports pile up unread. If you have not looked at one in two months, something is wrong and we will call to ask.

See how the brief ties the other services together on the services page, or read the first 90 days guide to see what the first three briefs usually show. Questions about cost are answered on the pricing page.