ILLUSTRATIVE EXAMPLE — composite scenario; replace with verified customer data before publication.
Six trucks, three lead channels, and a marketing budget allocated on gut feel. That was the setup at a garage door shop in Farmington Hills — until every call started getting answered and the shop's garage door ad tracking finally told the truth. This composite shows what 90 days of complete call capture did to a $4,000-a-month ad budget.
The shop runs six trucks across the Farmington Hills area, with leads coming from three places: Local Services Ads, Google search ads, and the Google Business Profile plus referrals. The owner is not anti-marketing — he spends over $4,000 a month on it willingly.
What he couldn't do was say which dollars worked. LSA shows you a lead count. The ad dashboard shows clicks. Neither one shows booked jobs. The CSRs asked "how'd you hear about us?" when they remembered to, and callers gave mushy answers: "Google, I think."
The deeper problem only showed up when the owner compared his phone logs against his lead counts. A big share of the calls his ads generated — contractors often report a third or more during busy windows — were never answered at all. Peak hours, lunch hours, after 5 PM.
That's the dirty secret of marketing attribution: missed calls don't just lose jobs, they corrupt the data. If 40 calls a month vanish into voicemail, your per-channel numbers are fiction. You end up cutting the channel that "looks slow" when it was really just the one ringing at dinnertime. The real cost of those gaps is laid out in how much missed calls cost contractors.
The shop put call forwarding on its existing lines so Ava answers every call the office can't grab — which turned out to be every call, period, during the busy windows. Nothing about the numbers on the ads changed. Setup was done for the shop and live in under 24 hours.
Two things fell out of that:
To be clear: Ava isn't an analytics package. But a 100% answer rate made the shop's existing tracking honest for the first time. When nothing leaks, the counts mean something.
The figures below are part of this illustrative composite.
Day 30. Every captured call was tagged by source. Not sampled, not estimated — tagged, because every call was answered and logged. The first full month produced the shop's first clean channel report.
Day 60. The data had a surprise in it: one channel was outpulling the next best three to one on booked jobs — not calls, booked jobs. The Google Business Profile and referrals were quietly producing the work, while one paid channel produced expensive tire-kickers.
Day 90. The budget was reallocated: the weak channel cut, the strong ones fed. Cost per booked job dropped about 31% — from roughly $92 to roughly $63 — on the same total spend. That's the only cost number that matters, and cost per booked call walks through the formula.
"The phones knew our marketing was wrong before we did."
— the shop's owner (composite persona)
Call the live demo and have Ava call you now — hear exactly what your customers will hear when they call your shop.