The one page a month, and the written record.
This is what you would get from me each month, laid out as it would be. The business is invented, and so is every figure, so that the page can show the shape without showing anyone’s results: a firm that cleans offices and schools on contract, in its first month with me. The real one is about your accounts, in your numbers.
1. The one page
October, on one page.
The month in a line. 17 enquiries, 11 of them from advertising at £115 each, against the £120 we agreed in the plan. Search advertising carried the month; Meta did not.
Read September’s numbers with care. Until 2 October every form enquiry was counted twice, so September’s 12 were really about 6. From October each enquiry is counted once, when it is stored. The two months are not comparable, and the table below gives September as it was reported.
| Where from | October enquiries | September, as reported | Ad spend | Cost of each |
|---|---|---|---|---|
| Google Ads | 9 | 5 | £820 | £91 |
| Microsoft Ads | 1 | 1 | £110 | £110 |
| Meta | 1 | 2 | £330 | £330 |
| Search, not paid | 4 | 3 | none | none |
| Direct and referred | 2 | 1 | none | none |
| All | 17 | 12 | £1,260 | £115 from advertising |
What changed this month. The counting first (above). Then Google Ads split by service, a landing page for office contracts, and Meta’s cold campaign paused. Each is in the record below with the date and the time it took.
What changes next month. Move £200 a month from Meta to Google search for office contracts, which brought 6 of the 9 Google enquiries. Write a second landing page, for schools’ holiday deep cleans. Ask for read access to the firm’s customer system, so the page can say which enquiries became work.
What is holding the work back. The website platform’s form cannot pass the advert an enquiry came from into the customer system, so that link is made by hand each week. Changing it is a question for the plan, not a cost I take on without asking.
2. The written record
What I did, and when, with the time it took.
Written against the account as the month goes, not at the end of it. If you ask what was done on a given day, this is the answer.
| Date | What was done | Time |
|---|---|---|
| 1 Oct | Read the analytics, the tag manager and the three advertising accounts. Found every form enquiry counted twice: two tags were sending the same event. | 2 h 30 |
| 2 Oct | Removed the second tag. An enquiry is now counted once, when the message is stored. Checked with three test enquiries, then deleted them. | 1 h 15 |
| 6 Oct | Wrote October’s plan: what I will do, in what order, and what I expect each thing to change. Agreed by email on 7 October. | 1 h 30 |
| 9 Oct | Google Ads: split the one campaign into two, one per service, each with its own budget. Added negative keywords from the search terms. | 2 h 00 |
| 14 Oct | Wrote and built a landing page for office-cleaning contracts, with the form wired into the enquiry list. Live on 16 October. | 3 h 30 |
| 20 Oct | Meta: paused the campaign aimed at people who had never heard of the firm. Its spend moved to people who had visited the site. | 0 h 45 |
| 27 Oct | Search terms review: 14 more negative keywords, mostly people looking for a cleaning job or a cleaner at home. | 1 h 00 |
| 31 Oct | Wrote this month’s page. | 1 h 00 |
How it fits together.
The plan says what I will do and what I expect it to change. The record says what I did. The one page says what came of it. You read the page in five minutes and ask about any line; at the end of the month we decide together whether to carry on. How the month runs and what the first month looks like are on the marketing page.
Start with a free quick look.
Send a link to your site and tell me what you are trying to get from it. The first thing back is a quick written look, not a pitch.
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