For non-keyword advertising like LSA, focus on metrics that show whether the system is reaching the right customers, not just generating visibility.
The key metrics are:
- Qualified lead rate
- Cost per qualified lead
- Lead-to-customer conversion rate
- Booked jobs or appointments
- Cost per acquired customer
- Revenue and return on ad spend
- Lead quality by service and location
- Response time and missed-call rate
Also watch lead volume, but don’t treat it as the main success metric. A campaign producing fewer leads can still perform better if those leads turn into more customers and revenue.
