Google Local Services Report · Hobert Pools & Spas

Google Local Services · Last 30 days

One channel live, and it is steady.

Local Services Ads sit at the very top of Google, above the paid search results and above the map, and they charge only when a homeowner actually contacts the business. That makes them the most direct line there is between a homeowner searching for a pool builder in the service area and Hobert's phone. It is the only paid channel running for Hobert today, and over the last 30 days it produced a consistent flow of calls at a cost per lead that has not moved. Here is exactly what it delivered, and what we are adding on top of it.

Google Ads account 330-705-0458 "Hobert Pools" · Local Services campaign · currency USD · timezone US/Central · figures pulled live Jul 28, 2026

Billable leads

↑ 9% vs prior 30 days

$79

Cost per billable lead

$79.51 prior period

Total leads received

15 carried no charge

129

Minutes on the phone

34 connected conversations

Media spend $1,895.96 over the 30 days. Local Services charges per lead rather than per click, so spend rises and falls with volume instead of against a daily budget. Of the 39 leads received, 24 carried a charge and 15 came through at no cost, which puts the effective cost across every lead received at $48.61. Prior 30 days, May 29 to Jun 27: $1,749.27 spend, 47 leads received, 22 billable.

The story

What the numbers say.

Two things this channel is proving, and the one gap it cannot close on its own.

$79 per lead, flat

Volume grew, cost did not

24 billable leads this period against 22 the previous 30 days, at $79.00 each versus $79.51. Spend rose about 8% and lead volume rose with it. The channel is scaling in a straight line rather than getting more expensive as it grows, which is the cleanest signal you can get from a pay-per-lead channel.

34 real conversations

These are not hang-ups

34 of the 37 phone leads produced a connected call of 30 seconds or more, and 28 ran past a full minute. The median billable call lasted 2 minutes 46 seconds and the longest ran 22 minutes. Homeowners are reaching a person and staying on the line long enough to describe a project.

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Next: the rest of the funnel

Local Services only reaches the homeowner who is typing "pool builder near me" today. It cannot reach the family that has been talking about a pool all summer and has not searched yet. Google Search, the new landing page and the Meta account are built and ready to go after exactly that homeowner.

Day by day

Thirty days, lead by lead.

Every lead the channel delivered, with the billable share shaded solid. Leads landed on 18 of the 30 days, and the strongest day was July 13 with four leads, all four billable. This is a steady drip rather than a channel that spikes and goes quiet, which is what you want from a source you staff a phone against.

Leads received per day

Billable No charge

Best day 4 leads (Jul 13)Leads on 18 of 30 daysWindow total 39 leads, 24 billable

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Fifteen of the 39 leads came through without a charge. Google reviews Local Services leads and does not bill every one of them. Those 15 still reached Hobert's phone and several of them ran long on the call, so they are shown here as delivered volume, they simply did not cost anything. The $79 figure is the cost of the ones that did.

Call quality

How long they stay on the line.

A pay-per-lead channel is only worth its price if the leads are real. Call length is the most honest read available on that, and this account reads well: three quarters of the billable calls ran over a minute, and nearly a third ran over five.

Connected calls

of 37 phone leads, 92%

Calls over a minute

76% of phone leads

2:46

Median billable call

longest ran 22 minutes

100

Minutes on billable leads

129 across all phone leads

The 24 billable leads by call length

Billable leads

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Eighteen of the 24 billable calls ran longer than a minute, and seven ran past five. A five to twenty minute call about a backyard is a homeowner walking through a project, not a wrong number. This is the number that tells you the $79 is buying a genuine sales conversation, and it is the benchmark to protect as we add channels around it.

Timing

When the calls actually land.

Every one of the 39 leads arrived inside the business week, and every one arrived between 9am and 5pm Central. Friday was the busiest day of the week and the morning block carried the heaviest share, which is useful for deciding who is on the phone and when.

Leads by day of the week

Leads by time of day

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Twenty of the 39 leads, just over half, landed in the 9am to noon block. Friday produced the most leads of any weekday and Sunday produced none. If there is one window where the phone should never go to voicemail, it is weekday mornings, because that is when this channel delivers.

The ask

What homeowners are calling about.

When a homeowner selects a service before calling, Google passes it through. Thirteen of the 39 leads did so, and new pool construction led the list. The other 26 called without picking a service, so this is a read on the mix rather than a full count.

Service the homeowner selected	Leads	Billable	Share of the leads that specified
New pool construction	7	5	54%
Pool renovation	4	3	31%
Water features	1	1	8%
Custom design	1	1	8%
No service selected	26	14	not specified
Total	39	24

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Of the homeowners who told Google what they wanted, more than half wanted a new pool built. That is the highest-value job Hobert sells, and it is the demand this channel is already surfacing. It is also the exact demand that Google Search and Meta are built to go find more of, rather than waiting for it to arrive.

Twelve months

The season sets the ceiling.

Local Services has run on this account for the last two years, so there is real history to read. Billable leads move with the pool season: a floor of six a month in November and December, and a summer plateau in the low twenties. July is running at the top of that plateau.

Billable leads per month

Billable leads

Winter floor 6 leads (Nov, Dec)Summer plateau 21 to 24July 2026 is partial, through the 27th

Month	Media spend	Billable leads	Cost per lead
Aug 2025	$1,462	24	$61
Sep 2025	$1,140	18	$63
Oct 2025	$588	10	$59
Nov 2025	$413	6	$69
Dec 2025	$387	6	$65
Jan 2026	$1,102	16	$69
Feb 2026	$1,381	19	$73
Mar 2026	$1,743	23	$76
Apr 2026	$1,780	21	$85
May 2026	$1,773	23	$77
Jun 2026	$1,749	22	$79
Jul 2026 through the 27th	$1,896	24	$79

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July is already the strongest month of the last twelve on lead volume, and cost per lead has been stable in the high seventies all year. The read here is that Local Services has found its ceiling on this account: it captures the homeowners who search, and it captures them consistently. More volume at this cost does not come from pushing this channel harder. It comes from adding channels next to it.

What's next

Three moves to widen the net.

Local Services answers demand that already exists. The next three moves go and create it, capture it earlier, and make sure every lead from every channel lands in one place.

Move 01 · Google

Turn on Google Search alongside Local Services.

Local Services occupies the block at the very top of the page, but the search results underneath it are still going to competitors. Search campaigns on high-intent pool construction and renovation terms let Hobert hold both positions for the same homeowner, and unlike Local Services, Search can be aimed at the exact jobs and neighborhoods worth the most.

Why now: More than half the homeowners who specified a service wanted a new pool built. Search puts Hobert in front of that query directly.
What it adds: Control. Choice of service, choice of territory, and a landing page built to convert rather than a phone call alone.
Status: Account structure and naming ready to build in CID 330-705-0458.

Move 02 · Meta

Launch the DFW prospecting campaign.

A pool is a considered purchase that starts long before anybody searches. Meta reaches the family that has been talking about a backyard all summer and has not typed anything into Google yet, using the photography of Hobert's own builds as the hook. It is the only channel in the plan that creates demand instead of waiting for it.

Why now: Local Services is at its seasonal ceiling. New volume has to come from earlier in the homeowner's decision.
What it adds: Reach into households that will search in the next few months, and a retargeting pool that makes every other channel cheaper.
Status: Ad account, tracking pixel and first campaign are built and staged, ready to go live.

Move 03 · Operating plan

The next 30 days.

Stand up the Google Search campaigns on new construction and renovation terms, running alongside Local Services rather than instead of it.
Point paid traffic at the new landing page, which is live and already delivering every form submission straight into the CRM so nothing sits in an inbox.
Launch the Meta prospecting campaign in DFW with the build photography, and start collecting a retargeting audience from day one.
Keep the Local Services profile sharp, reviewing the service list and the hours so the channel keeps delivering at the cost per lead it holds today.
Report every channel on one page, so a lead from Local Services, Search and Meta can be compared on the same terms.

The phone is ringing. Now we widen the net.

One channel live, and it is steady.

What the numbers say.

Volume grew, cost did not

These are not hang-ups

Next: the rest of the funnel

Thirty days, lead by lead.

Leads received per day

How long they stay on the line.

The 24 billable leads by call length

When the calls actually land.

Leads by day of the week

Leads by time of day

What homeowners are calling about.

The season sets the ceiling.

Billable leads per month

Three moves to widen the net.

Turn on Google Search alongside Local Services.

Launch the DFW prospecting campaign.

The next 30 days.

The demand is real. Now we go find more of it.