Triage · where to focus now
Focus brands are Mauzy and Sherlock. Evidence is YTD 2026 by brand and channel. Job counts lead because they are the reliable signal; sales carry the April 2026 attribution caveat for the pre-April portion of the year.
BIGGEST FOCUS NOW
Reactivating Mauzy’s book while proving Sherlock’s paid relaunch
Mauzy is a demand-and-retention problem. Conversion holds; the leak is the existing-customer book, with Main Line down 17% YTD, about $555,727, the largest dollar loss of any channel. We are driving win-back rather than new spend, and protecting the two channels already growing for it, LSA (+58%) and GBP (+66%). Sherlock is an acquisition problem: it has almost no existing book, and its engine is paid, with LSA and Paid Search its top two channels. We are running the June 5 PPC relaunch and reading it June forward, not May.
Mauzy · the anchor
5,783 completed jobs · $6,190,647 YTD (B2C brands, leads-by-channel)
- Problem Existing-customer book retiring. Main Line is the largest channel and the largest loss.
- Demand comes from Main Line (1,592), Website (894), Google LSA (873), Paid Search/SEM (741), Google Business Profile (677)
- Focus We are reactivating the book through Outbound, Email, and membership win-back, scaling LSA and GBP, rebuilding Direct Mail with DRAIN59, and diagnosing Paid Search.
Sherlock · the relaunch
928 completed jobs · $1,226,799 YTD (B2C brands, leads-by-channel)
- Problem Acquisition-driven, almost no book to fall back on. Paid performance is the whole story.
- Demand comes from Google LSA (302), Paid Search/SEM (218), Website (151), Google Business Profile (136), Direct Mail (50)
- Focus We are running the June 5 PPC relaunch at $10K and watching LSA and Paid Search through its first 30 days against the documented baseline. Outbound is not a lever here; there is no book to work.
Channel focus calls · is it a focus area?
| Channel | Mauzy jobs | Sherlock jobs | YTD jobs YoY | Status | What we are doing |
|---|
| Google LSA | 873 | 302 | +103% | Scaling | Top growth engine, +58% sales YTD. Both brands ride it, and we are feeding it first. |
| Google Business Profile | 677 | 136 | +42% | Scaling | +66% YTD and rising for both brands. We are protecting and growing it. |
| Website | 894 | 151 | +3% | Maintaining | Steady Mauzy acquisition base. We are keeping SEO healthy, with no overhaul needed. |
| Paid Search/SEM | 741 | 218 | -15% | Diagnosing | Down 20% YTD and large for both. The Sherlock side is the June relaunch; we are diagnosing the Mauzy side. |
| Main Line | 1,592 | 28 | -18% | Reactivating | Mauzy existing book and the biggest leak. We are running win-back and membership rather than new spend. Negligible for Sherlock. |
| Outbound Calls | 179 | 0 | +4% | Reactivating, Mauzy | 1,733 jobs YTD, mostly Mauzy existing-customer but under-attributed. We are instrumenting it and leaning in as the reactivation engine. Sherlock runs none. |
| Direct Mail | 268 | 50 | -39% | Rebuilding, Mauzy | Down 56% YTD. We are rebuilding it for Mauzy with the DRAIN59 summer postcard. Low priority for Sherlock. |
| Email Campaigns | 285 | 4 | -26% | Leveraging | We are working it as a Mauzy existing-customer nurture arm, not new acquisition. |
Status key, all in motion: Scaling, growing it now. Maintaining, keeping it healthy. Reactivating, existing-customer win-back. Diagnosing, working out spend or reallocation. Rebuilding, an active campaign restoring it. Leveraging, working it as a support arm, not new acquisition. YTD jobs YoY is channel-total and the reliable directional signal.
What we are doing now
- Sherlock PPC relaunch is live as of June 5 at $10K, in its first 30-day read. June is the verdict, not May.
- Mauzy summer drain-clearing direct mail (DRAIN59) is live, rebuilding a channel down 56% YTD.
- Pacific Drains sunset and Ideal GBP migration proceed per the approved plans.
- Lead-call tagging correction is underway so the funnel reports true.
Overview & Action · May 2026 headline
San Diego market, all active brands. Two lenses kept separate: sourced (campaign attribution) and work performed (business unit). Use the period selector above to drive every other tab.
Read this first · lead-call YoY is a measurement artifact
Lead calls run roughly 59% under last May, while jobs booked sit only 20% down and revenue per inbound call holds within 5%. A lead funnel does not shed 59% while still booking at this rate. This reads as a lead-tagging change, not lost demand. The reliable volume signals are inbound calls and jobs booked. Lead rate sits in the data for completeness only.
Attribution boundary · April 1 2026
Revenue attribution to brand and channel was corrected on April 1 2026. Brand and channel revenue before that date is not reliable, so brand revenue YoY (which compares against 2025) and any comparison spanning the boundary are suppressed across this dashboard and marked pre-fix. Market totals and call volumes do not depend on attribution and remain comparable. Brand revenue is trustworthy only April 2026 forward, where May versus April is the first valid post-fix comparison.
Performance assessment · May 2026
May 2026 market completed revenue stands at $2,047,810, down 31.6% YoY, on booked work of $2,266,103, down 32.6%, with inbound calls at 6,938, down 27.8%. The decline is a volume and book story, not a conversion story: revenue per inbound call slips only 5% to $295, and the inbound booking rate edges up to 15.1% from 14.5%. The funnel converts at least as well as last year on materially fewer calls.
The loss concentrates in the existing-customer book and the answering lines, where Main Line is the single largest revenue category, not in a failed acquisition channel. This matches the legacy and existing-book retirement that carries most of the year-to-date decline. Ideal runs as the efficiency standout on average ticket; Mauzy holds the volume anchor; Sherlock reads forward from the June 5 PPC relaunch, not from May; Pacific Drains sits in planned sunset.
Market completed revenue by month, YoY
Brand completed revenue, monthly (Jan 2025 to May 2026, sourced)
Dashed before April 2026: brand attribution not reliable. Solid from April 2026 forward, after the fix.
By Brand ·
Sourced credits the campaign; work performed credits the business unit. They differ by design. Brand-level YoY is currently not reliable from either lens: sourced brand revenue crosses the April 1 2026 attribution fix, and work-performed brand revenue is distorted by business-unit restructuring. Brand comparisons become trustworthy from April 2026 forward as post-fix months accumulate. This tab is a single-period view.
Sourced (campaign attribution)
Work performed (business unit)
Escondido business units map to Pacific Drains. Electrical business units roll into Mauzy.
Channel Funnel ·
Service Titan attributes revenue to the answering channel, not the originating campaign. Main Line and Outbound are existing-book answering channels, not acquisition. Retail (Costco) is flagged excluded. Single-period view.
Acquisition channel completed revenue