Start with the evidence
Make a small matrix with the service as described by the caller, the operator-confirmed capability, the wording used in the ad, and the wording on the landing page. Review visible search terms where available, but do not pretend the report contains every search. Distinguish unsupported work from insufficient information. An unanswered call cannot be reliably classified by a keyword alone.
A worked example
Fictional example: a business handles ordinary light-duty transport but receives a request described only as “recovery.” The office initially marks it wrong service. A later clarification shows the customer meant transporting a non-running car from a repair shop. A second inquiry needs equipment the operator confirms is unavailable. These two records should not receive the same exclusion decision just because both callers used “recovery.”
Choose the next action
When the request is clearly outside capability, look for a misleading service promise or repeatedly unsuitable search intent. Remove inaccurate claims first. Review proposed negatives against supported services and matching behavior; a broad exclusion can also remove useful demand. If the ad is accurate but intake lacks enough detail, improve the qualification questions. The qualified operator decides physical capability; marketing copy should reflect that decision.
Check whether it worked
Track unique requests by supported, unsupported and unclear service. Inspect a few rejected cases after the change for false exclusions. Compare booked and completed work with the original service mix. If the same unsuitable request arrives through several channels, investigate business listings and website language as well as the ad account.
Put it to work
A record you can use
- Requested service in caller wording
- Operator-confirmed capability
- Ad and landing-page promise
- Keep, clarify or exclude with reason
- Post-change unsuitable and unknown counts
Plain text. No email required. Store completed records in your approved business systems.
Next useful step
Need help applying this to your marketing? A strategy call starts with your business and the evidence you have.
Talk through your next step →For a general editorial question, email Chris. Please leave out customer details. Questions are private, and no response time is promised.