AdVitals

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Diagnostic summary

Some concerns

Roofing (Sample)

B
  • $5,393 spent across 4 channels — CTV/OTT got the largest share (35%) but drove $0 in traced sales.
  • Search converted at 3x the rate of paid social this month.

Return on ad spend

3.4x

$3.40 back per $1 spent

Health score

78/100

Roofing avg: 64

Cost per job

$490

Roofing avg: $610

Revenue vs. ad spend, by month

Revenue Ad spend
Search converted 3x better than paid social — but CTV/OTT still got 35% of the budget with $0 in traced sales.

7 of 10 early access spots left at that price.

Not shared with your ad rep — this tool works for you, not for them.

See exactly what you get

Real output from a real report — not a mockup.

These are pulled straight from an actual diagnostic. Yours will look like this, built from your own numbers.

How each tactic performed

Channel performance

Pre-Roll/OLV

9,287 impressions, 6 clicks, 6 visits, 2,757 completions

Impressions

9,287

Clicks

6 (0.06%)

Site visits

6 (0.06%)

Completion rate

29.69%

Search Ads (SEM)

3,219 impressions, 326 clicks, 4 calls

Impressions

3,219

Clicks

326 (10.13%)

Calls

4

CTV/OTT

21,992 impressions, 21,001 completions; household site visits listed as no data available

Impressions

21,992

Completion rate

95.49%

Household visits

No Data Available

How the numbers stack up

Benchmark comparisons

Pre-Roll/OLV Completion Rate

Below benchmark - worth a look

Reported: 29.69% - Benchmark: 50.00%-70.00% (Plumbing Pre-Roll/OLV)

This is meaningfully below the healthy range, suggesting a creative or targeting mismatch, or a skippable placement where non-skippable inventory was expected.

CTV/OTT Completion Rate

Within normal range

Reported: 95.49% - Benchmark: 90.00%-97.00% (Plumbing CTV/OTT)

This is within the expected range for non-skippable CTV inventory - a normal, not exceptional, result.

Search Click-Through Rate (CTR)

Above benchmark - worth a look

Reported: 10.13% - Benchmark: 4.97%-5.50% (Plumbing Search CTR)

The SEM ads are earning clicks at roughly double the typical plumbing benchmark - the ad copy/targeting for clicks appears to be working well.

Search Click-to-Call Conversion Rate

Can't calculate - report is missing data

Reported: 4 calls / 326 clicks - Benchmark: 7.63%-15.00% (Plumbing Click-to-Call) - not computed here

The report doesn't state whether these 4 calls came from people who visited the landing page from these clicks, or from a call extension/click-to-call button in the ad itself. Ask the agency to clarify before treating this as a landing-page conversion rate.

Search Cost Per Lead (CPL)

Can't calculate - report is missing data

Reported: Not available - no spend data in report - Benchmark: $120-$170+ (non-branded PPC); LSA averages $45-$85 (Plumbing)

This benchmark could be applied if spend figures were provided alongside the 4 reported calls.

What we found

Findings

4
01

Pre-Roll completion rate far below healthy range

High

The Pre-Roll/OLV completion rate of 29.69% is well under the 50-70% benchmark range for this format. A low completion rate is a genuine diagnostic signal, pointing to creative mismatch, poor targeting, or a skippable placement running where non-skippable inventory was expected.

Channel: Pre-Roll/OLV

02

Thin lower-funnel conversion volume in SEM

Medium

SEM is the only lower-funnel (conversion-focused) tactic in this report, and it only generated 4 calls from 3,219 impressions and 326 clicks in a full month. Whether this reflects a landing-page problem or simply a coverage gap can't be determined from the report alone.

Channel: Search Ads (SEM)

+ 2 more findings in your full report

Draft an email to your agency

Subject

Questions about our Plumbing report (November 1 - November 30, 2025)

Body

Hi, I went through our latest report and had a few questions before our next call: 1. The Pre-Roll completion rate is 29.69%, well under the 50-70% typical range - was this inventory supposed to be non-skippable, and what's driving the drop-off? 2. Neither the Pre-Roll nor CTV/OTT sections show frequency data - what's the average frequency for each, and is it healthy for a one-month campaign? 3. Can you provide the actual dollar spend by channel so cost-per-click and cost-per-call can be compared to industry benchmarks? Thanks,
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7 of 10 early access spots left at that price.

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