Lonta AI | Brand searches and customer history review
https://lonta.io/blog/google-ads-brand-vs-nonbrand-contractors/
Version: October 8, 2026. No client data or benchmark figures.

REPORT HEADER
Review period:
CRM history begins:
Inquiry definition (deduplicated, including unbooked):
Outcome definition (completed and collected):
Equal follow-up cutoff for both inquiry groups:

AD COST RECONCILIATION (same dates, campaign and filters)
Campaign ID:
Visible brand-query spend:
Visible nonbrand-query spend:
Unreported/unknown query spend:
Total campaign spend:
Unresolved difference between category total and campaign total:

INQUIRY RECORD (copy this block per inquiry; keep inside your own systems)
Internal inquiry ID:
First contact date:
Campaign ID or unknown:
Search class: brand / nonbrand / unknown
Evidence of actual query-to-inquiry connection, or aggregate only:
Internal customer ID or unknown:
Customer history: new in available records / returning / unknown
Internal linked job ID or unknown:
Job type:
Completion status:
Collection status and amount:

SUMMARY
Brand + new / brand + returning / nonbrand + new / nonbrand + returning:
Unknown search type count:
Unknown customer history count:
Unmatched inquiry and job counts:
Account spend / attributed new-customer collected jobs:
All collected jobs and collected contribution:

Keep unknowns visible. Do not invent a row-level query join from dates.
Attribution is not proof that advertising caused incremental jobs.
Reuse this worksheet with attribution to Lonta AI and the source article.