How to read a case study, including ours
Every agency page looks like this one. Big number, client name, arrow. The number is almost always true and almost always chosen. Here is what to check on any of them, ours included.
Ask what the number counts
Leads and clicks are not the same claim. A lead is a person who called or filled in a form, which is a business outcome. Clicks and impressions are search behavior, which is a leading indicator at best. We label them separately on this page for that reason. Anyone showing you a single blended figure is hiding which one they actually moved.
Ask what it is measured against
Year over year against the same months is honest, because it holds season constant. Comparing a busy month to a slow one is not, and in the trades the gap between the two can be several hundred percent all by itself. Every percentage on this page compares the same period a year apart.
Ask how long it took
Six months is a real window. Thirty days is a screenshot. The lead figures here cover six months precisely so that one strong week cannot carry the claim.
Ask what else was running
If a site rebuild, a search campaign and paid ads all launched in the same quarter, no single one of them owns the result. We say when the whole engine was running, because attributing it all to the piece we happen to be selling you would be dishonest. Advantage Air is the clearest example on this page: four workstreams, one number.
Ask whether your market looks like theirs
These are mostly northern Wisconsin and Minnesota businesses with specific competitor sets and search volumes. A figure earned in a market with forty competing contractors does not transfer to one with four, in either direction. Before we quote anything for you we pull your numbers, not somebody else’s.