Author
Zach Ames
Director of Operations at SEO Brothers
Director of Operations at SEO Brothers
Zach Ames is the Director of Operations at SEO Brothers, where he leads how the agency plans, delivers, and reports on marketing for its dental and home-services partners.
He joined SEO Brothers in 2022 as an Account Executive and moved up fast — Account Manager, Senior Account Manager, Manager of the Campaign Management team, and now Director of Operations. That path means he has sat on every side of a marketing report: the person presenting it, the team producing it, and the operation depending on it.
Zach is the driving force behind Dasher and its current iteration. He turns what partners actually need from reporting — clarity on what's working, tied to revenue — into the product the team ships.
Most reports drown clients in numbers and never answer the one question they care about: is the marketing working? Here's a simple structure that earns trust and renewals.
Phone calls are where most service-business revenue starts — and where most attribution breaks. Here's how to set up call tracking so every booked job ties back to a channel.
New patients per month, production per patient, case acceptance, marketing spend — the KPI ranges that tell you whether your practice is normal, ahead, or leaving money on the table.
Most practices track cost per lead, not cost per produced patient — so their marketing ROI is wrong. Here's the real math, channel by channel, with a worked example.
Revenue is a lagging number. These five operational metrics — from lead-response time to no-show rate — move before production does, and they're the ones worth monitoring weekly.
Cost per lead, call booking rate, average ticket, marketing spend — the KPI ranges that tell you whether your HVAC, plumbing, or electrical business is normal, ahead, or leaving money on the table.
Most contractors track cost per lead, not cost per booked job — so their marketing ROI is wrong. Here's the real math, channel by channel, with a worked example.
Revenue is a lagging number. These five operational metrics — from speed-to-lead to call booking rate — move before billed revenue does, and they're the ones worth watching weekly.
Dentrix already holds the data that tells you whether your marketing works — referral source, production per patient, recall. Here's how to read it like a marketer, and where it falls short.
ServiceTitan tracks campaigns, calls, and booked jobs better than almost any trades tool — yet most contractors still run marketing blind. Here's which reports answer which questions.