How To Write Weekly MAA Reports For Local Service Businesses

The purpose of this article is to ensure your weekly MAA reports for local service clients meet our standards. It isn’t to replace our existing training on How To Optimize Like a Champ.

This article also doesn’t replace our MICRO Optimization Course, which is for VAs and young adults who don’t need in-depth understanding. Before you compare your MAA reports to our standards here, make sure you’ve watched and studied the above videos first, since they have the key components.

We’re not here to re-teach the core components of MAA. Instead, we want to publish an SOP to follow for agency owners and account managers to use when writing their reports.

MAA reports are an extension of our Quick Audit— since what we initially measure should be what we continue to measure. 

To properly conduct MAA reports, please ensure that we have access to the main components found in our access checklist, which should happen upon onboarding.

Why Do We Publish Weekly MAA Reports?

The purpose of weekly MAA reports is to have constant iteration for our clients and make sure we’re constantly optimizing for their success. As a second-order effect, we’re also showing our clients that we’re on the ball and care about their progression.

Therefore, once a week, the client lead should be publishing these reports. We prefer Friday, but as long as it’s at-least once a week, that’s fine.

The components of weekly reports are the same – Metrics, Analysis, Action.

Metrics should share the results of our efforts up until that point.

Analysis (the most important part of MAA) should show what efforts went into generating our current results, and what the next logical steps are in terms of actions.

Actions can almost be viewed as a to-do list for the following week, and are discovered through analysis.

Let’s get into what information to include in our weekly MAA reports.

Metrics:

The first thing to publish is the most important thing to publish – total qualified call and lead numbers from the past 7 days, since this is the primary metric used before all others (since it’s what clients are paying us to increase).

We classify calls that are over 1 minute as qualified, as this removes most spam calls and voice-messages (which should rarely happen in the first place).

We highlight the total call volume first, followed by the quality call volume by source. The topline (total qualified calls) should be in bold to symbolize its importance.

For example, here’s how we started an MAA for Plumbing Pros LLC.

These numbers should include all sources we’re using to make an impact. GMB, Website and LSA reports should be used for every local service business. As well as PPC spend and results, FB ads spend and results, and ect.

These numbers are found in our CallRail or whatever CRM the client is using to measure calls generated. Note that if we’re running lead generation ads for clients, we’d include the cost/form submission here as well. 

For example, when we report numbers for other agency’s results like we did for Excel Concrete Coatings in Wisconsin, we report total cost and cost/lead from the previous week.

After reporting the total quality call and lead volume, we then move into SEO data from this week, usually found through Ahrefs. 

Here’s an example from our recent report from Michigan Bat Expert.

We then move into any keyword changes in the past week.

After this, we want to go into Google’s real data for their Google Business Profile, focusing on their impression rate and keywords which are generating them impressions in the last month. This is found under the overview section of the client’s GMB.

We then move into Google Analytics, which shows us the real numbers on total website visitors and conversions. Here’s an example of an analytics report for Leakxperts.

We can then move into Google Search Console data, which is the most accurate compared to the 3rd party tools.

For example, here’s how Michigan Bat Experts is generating organic clicks in the last month.

And here are the keywords and pages that this traffic has been visiting.

Lastly, we want to include data from LocalFalcon on how the business is ranking based on the most common search inquiry within 10 miles of their Google Business Profile location.

We like to use a 9×9 grid and set the location to within 10 miles, since this is where most small-medium sized local service businesses operate out of.

Here’s the results for the keyword “softwash services” from Ad Astra Softwash within Overland Park, KS.

Every client is different – and so if one client requests unique data or we’re iterating on something not directly included here, make sure that’s reported as well.

In short, M in MAA should include the following metrics:

• Total quality calls (+1 min, qualified).
• Sources from where these calls came from, and ad spend/result.
• Total qualified lead form submissions.
• Sources where these form submissions came from, and ad spend/result.
• Ahrefs SEO rankings.
• Ahrefs keyword performance from these rankings.
• Google Business Profile data.
• Google Analytics data.
• Google Search Console data.
• LocalFalcon report within 10 miles of the client’s location, using a 9×9 grid.

Analysis:

The analysis phase of MAA is where most people make mistakes. Many business owners and marketers jump straight from metrics to action without properly understanding the why behind their data.

Without analysis, any action taken is just guesswork.

For example, consider American Epoxy, a concrete coating company in Tucson, AZ. They were frustrated because most of their leads were coming from out of state.

Instead of immediately adjusting their ads or budget, we first analyzed the root cause:

• Problem: High percentage of out-of-state leads
• Observed Metrics:
  • 30% of form submissions were from Texas and Florida
  • Google Ads location targeting included the entire U.S.
  • Negative keywords for “epoxy” (e.g., DIY kits) were not set properly

With this analysis, the correct action became clear: adjusting their Google Ads location settings and adding negative keywords to filter out irrelevant traffic.

How to Conduct Analysis for Local Service Businesses

Once we have metrics, the next step is asking the right questions to determine why those numbers look the way they do.

1. Are the leads relevant?

• If call volume is high but job bookings are low, are we getting unqualified leads?
  • Example: All About Pressure Cleaning in Pompano Beach, FL, saw an increase in calls—but most were from job seekers instead of potential customers.
  • Analysis: Their Google Ads keywords were too broad, attracting people searching for cleaning jobs instead of homeowners needing pressure washing.

2. Which channels are driving the best results?

• Are PPC and LSA ads driving actual booked jobs, or just clicks?
• Is GBP the primary driver of new customer calls?
• Are we wasting money on underperforming ad placements?

3. Are The Calls We’re Generating Being Answered?

• If we’re getting a lot of calls but few booked jobs, is there a phone handling issue?
• Are missed calls hurting conversion rates?

For instance, at Star Heating & Cooling, we noticed that 40% of new customer calls weren’t turning into booked jobs. Our analysis showed that:

• Many calls were going to voicemail.
• Call answering hours didn’t match peak call times.
• Some CSRs weren’t trained to handle HVAC repair inquiries properly.

Without analyzing these details, we might have mistakenly increased ad spend instead of fixing the actual issue—call handling.

Analysis is a reflection of your ability to conduct proper active listening. Since if we don’t understand the problems which led to the metrics shown, we won’t be able to implement solutions.

A in MAA should include the following analysis:

• Analysis on WHY the Metrics are the way they are.
• Explanation for how our efforts have led to this point.
• Solutions, based on the analysis explained logically.

Action:

Once we’ve measured key metrics and analyzed the underlying causes, the final step of MAA is implementing actionable solutions. This is the easiest step—if the analysis was done correctly, the right actions should be obvious.

Think of this step as your to-do list for the week, based on insights from your MAA report.

For each problem identified in the analysis phase, we need a specific, measurable action to fix it. Here are some real-world examples:

1. Fixing Unqualified Leads from PPC & LSA

• Problem: Calls from people looking for jobs instead of services (as seen with All About Pressure Cleaning in Pompano Beach).
• Action Steps:
  • Add negative keywords like “jobs,” “careers,” and “hiring.”
  • Adjust ad copy to clarify the service (e.g., “Professional Pressure Washing – No Residential Cleaning Jobs”).
  • Improve audience targeting to focus on homeowners instead of job seekers.

2. Increasing Booked Calls from Ads

• Problem: Star Heating & Cooling wasn’t getting enough new customers from Google Ads.
• Analysis: Google Local Services Ads (LSA) and PPC weren’t optimized, while GBP was driving most new customers.
• Action Steps:
  • Optimize LSA profile: Add more customer reviews and adjust service categories.
  • Test PPC ad variations: Try new headlines, ad copy, and landing page improvements.
  • Adjust bidding strategy: Increase budget on best-performing keywords and cut underperforming ones.

3. Improving Call Handling & Conversion Rates

• Problem: High call volume but low job booking rates (EternaTurf).
• Analysis: Calls were going to voicemail, and CSRs weren’t handling inquiries effectively.
• Action Steps:
  • Implement call tracking to identify peak hours and adjust answering availability.
  • Train staff with call scripts for handling different types of service inquiries.
  • Set up call forwarding or an answering service to reduce missed calls.

Prioritizing Actions for Maximum Impact

The best way to implement MAA-driven actions is by ranking them based on impact. Actions that can immediately drive revenue or reduce wasted ad spend should come first.

For example:

• Urgent (Revenue-Impacting) Actions: Fixing ad targeting issues, improving call answering, increasing ad budget on high-performing channels.
• Secondary Actions: Testing new keywords, improving ad creatives, refining follow-up sequences for leads.

How This Ties into the Next MAA Cycle

Once actions are implemented, we track the new metrics in the next cycle:

• Did booked calls increase?
• Did ad cost per lead (CPL) improve?
• Did lead quality improve with negative keywords?

If not, we iterate again until we get the desired results. 

The 2nd A in MAA should include the following action:

• At least 3 actions to take based on the above analysis.
• Actions listed from Urgent to Secondary Actions.

MAA reports are never finished – meaning this cycle continues forever weekly.

By implementing this properly, we’re giving our team members and clients an idea of what the common snags are and how we’re overcoming them based on factual analysis.

This isn’t an opportunity to show the client that we’re doing great work, since if we are, the numbers and analysis will reflect this naturally. Rather, it’s our chance to continue iterating and pushing the ball forward.