Jondec May Marketing Dashboard Update
Jondec Painting · Marketing Update
May 2026 Account Review
YTD performance · Jan–Apr budget vs actual · Channel health · What's next
Bottom line
Marketing is running disciplined and on plan — $32,945 spent against a $33,280 Jan–Apr budget (99% utilization). The lead engine is producing; the revenue gap to goal is being driven by known sales-capacity constraints, not marketing performance. Channel mix continues to shift toward LSA, which is performing well.
Jan–April Budget vs. Actual
Budget Jan–Apr
$33,280
Actual Jan–Apr
$32,945
Variance
+$335 under
| Category | Budget | Actual | Variance |
|---|---|---|---|
| Website / Internet | $13,156 | $11,245 | +$1,911 |
| Social Media Marketing | $5,680 | $5,987 | –$307 |
| Seen Around Town | $4,750 | $5,426 | –$676 |
| Customers & Referrals | $2,060 | $2,012 | +$48 |
| Biz Dev & Events | $1,500 | $1,872 | –$372 |
| Other (ADC mgmt, QR, AI) | $5,984 | $6,124 | –$140 |
| Total Jan–Apr | $33,280 | $32,945 | +$335 |
Category overages are timing-driven (e.g., Feb yard sign / Glasshouse setup, Jan Biz Dev giveaways) — not budget creep.
Channel Health
Google Local Service Ads (LSA) — primary new-customer channel
LSA is doing the heavy lifting on cold customer acquisition. Following strong LSA performance, Google Ads (PPC) has been paused and that budget reallocated. Below: monthly trajectory.
| Month | Leads | Spend | CPL | Top Rate |
|---|---|---|---|---|
| Jan | 22 | $951 | $43 | 98.7% |
| Feb | 30 | $1,172 | $39 | 99.3% |
| Mar | 61 | $2,396 | $39 | 98.9% |
| Apr | 78 | $3,266 | $42 | 97.9% |
| May (1–18) | 36 | $1,604 | $45 | 98.1% |
May pacing on track to match April. Cost-per-lead has held steady in the high-$30s to mid-$40s.
Email Marketing (Mailchimp) — strong above-industry performance
Campaigns
16
Jan–May
Total Sends
64,362
across audiences
Avg Open
33.3%
vs. ~21% industry
Avg CTR
1.7%
healthy range
Standouts: "Need a kitchen update, and fast?!" (37.7% open · Jan), "Show your home some love" (34.5% open · Feb), "Painting a Chicago church sanctuary!" (49.5% open · May — segmented). Cabinet and kitchen-themed sends consistently outperform.
Lead Source Mix (YTD)
| Source | Leads | Jobs | Revenue | Win % |
|---|---|---|---|---|
| GLSA | 156 | 26 | $229.6K | 17% |
| Internet Search | 126 | 41 | $188.6K | 33% |
| Previous Customer | 114 | 67 | $232.7K | 59% |
| Referral | 61 | 22 | $152.9K | 36% |
GLSA = top new-customer acquisition channel. Previous Customer = highest win rate (loyalty + repeat). Healthy diversification across paid, organic, and referral.
Context on Revenue Pace
YTD revenue of $925.3K tracks at 70% of pace against the $3M annual goal. This gap is anticipated and tied to known sales-capacity constraints, not marketing performance:
- Chief sales/estimator role is open and actively being filled.
- John and Jerry are absorbing estimate volume directly during peak season.
- Lead volume is healthy (539 YTD inquiries) — the constraint is estimate throughput, not demand.
- 33% booking rate remains in a healthy range for the current mix.
Website Traffic & AI Search
Source: GA4, trailing 30 days (Mar 21 – Apr 19, 2026).
Sessions
1,193
Active Users
1,006
Conversions
133
Engagement
61.4%
AI Search Traffic is Climbing
Combined referrals from ChatGPT, Gemini, and Perplexity are now Jondec's third-largest traffic source — ahead of Facebook. This is a meaningful early signal that the AI search investments (Apple Business Connect, schema, structured content) are paying off.
| AI Source | Sessions |
|---|---|
| ChatGPT (referral) | 49 |
| Gemini | 4 |
| Perplexity | 4 |
| ChatGPT (other) | 3 |
| Combined AI Total | 60 |
For context: 60 AI-driven sessions in 30 days is up sharply from negligible activity in 2025. ChatGPT alone (52 combined) now drives more traffic than Facebook (14).
All Top Sources (30 days)
| Source | Sessions | Conversions |
|---|---|---|
| Google (organic) | 630 | 63 |
| Direct | 456 | 67 |
| AI search (combined) | 60 | — |
| Facebook mobile | 14 | — |
| Bing / Yahoo / DuckDuckGo (organic) | 16 | 2 |
Google organic remains the dominant traffic driver. Direct traffic delivers the highest conversion volume (67). Worth noting: GA4 conversion attribution doesn't always capture AI-referred conversions cleanly — actual influence is likely understated.
Google Reviews
Maintaining a strong 4.9 rating across 547 total reviews. Monthly velocity:
JAN
+4
FEB
–6
MAR
+15
APR
+9
MAY (1–18)
+1
Feb dip likely a Google review purge rather than a velocity drop. May running soft — opportunity to nudge crews to request reviews on May closures.
On the Horizon
- Website: Adam is coordinating with John and Christine; Christine finalizing build. Targeting June launch.
- AI search visibility: Continue monitoring ChatGPT / Gemini / Perplexity referral growth; this is becoming a real channel and warrants continued schema and content investment.
- Glasshouse SMS: 9 YTD leads, 0 wins. Jerry's bandwidth remains the constraint. Recommend reassessing in 60 days.
- Reviews: Light push to request reviews on May closures to lift the month's velocity.
- Sales hire: Once filled, expect estimate throughput to recover and revenue pace to close some of the goal gap.
Prepared by DC Marketing Group · May 2026