Valve+Meter Performance Marketing review

Excellent — 5 of 5 on this rubric’s scale, from Poor (1) to Excellent (5). This dimension carries 20% of the total score.

Benchmark — across the 16 other agencies evaluated in this discipline, this dimension runs Strong 9 · Adequate 3 · Weak 4. The typical agency here scores Strong, and none scores higher than this one.

What this dimension measures: Named clients with described local outcomes — calls, booked jobs, form fills, store visits — and a stated period. Treat any conversion or revenue figure as vendor-stated unless a client is named or a third-party review corroborates it.

Scores high — A named business with a described engagement and a real number scores 4-5.

Scores low — Ranking screenshots, 'page 1' claims and traffic charts with no downstream metric score 2-3, because a map-pack position is an input the buyer cannot bank. Anonymised case studies score 2.

What we found — Fifteen case studies, each naming the client, the trade and the market, with downstream figures and stated windows: Schmidt Mechanical '$1M+ attributable revenue in year one', Apollo Home '$3.6M in attributable revenue' with cost per lead 'dropped from $63 to $40' over a year, T&T Plumbing 'conversion rate climbed from 0.1% to 1.67%' with '22+ leads in 3 months'. Self-reported throughout, and none corroborated by a third party. That is the high band above, which is why it scored Excellent.

On the record — “T&T Plumbing is reported at 'conversion rate climbed from 0.1% to 1.67%' and '22+ leads in 3 months'.” valveandmeter.com ↗

On the record — “Apollo Home is reported at '$3.6M in attributable revenue' with cost per lead 'dropped from $63 to $40' over one year.” valveandmeter.com ↗

Evidence: partly checkable — corroborated in part against the sources below; the remainder rests on the agency’s own account.

Strong — 4 of 5 on this rubric’s scale, from Poor (1) to Excellent (5). This dimension carries 18% of the total score.

Benchmark — across the 16 other agencies evaluated in this discipline, this dimension runs Excellent 1 · Strong 4 · Adequate 5 · Weak 6. The typical agency here scores Adequate, and 1 of them score higher than this one.

What this dimension measures: Published, specific method for the surface that decides local visibility: profile optimisation, categories and services, posts, Q&A, spam fighting and redressal, multi-location management at stated scale.

Scores high — Concrete described practice scores 4-5.

Scores low — A page that lists 'GBP optimisation' as a service line and says nothing about how scores 2-3. An agency that never mentions the profile at all, while selling local SEO, scores 1-2 — that is the core asset of this discipline.

What we found — Stated as a managed service - 'AI-enabled GBP management that keeps your listing active, accurate, and competitive' - and shown working once: the Sheets Heating & Cooling case describes a Google Business Profile merge with reviews preserved from both companies. That is the high band above, which is why it scored Strong.

On the record — “The Sheets Heating & Cooling case describes a Google Business Profile merge with reviews preserved from both companies.” valveandmeter.com ↗

On the record — “Google Business Profile work is sold as 'AI-enabled GBP management that keeps your listing active, accurate, and competitive'.” valveandmeter.com ↗

Evidence: partly checkable — corroborated in part against the sources below; the remainder rests on the agency’s own account.

Not disclosed — 2 of 5 on this rubric’s scale, from Poor (1) to Excellent (5). Nothing was published about this, so it scores at the bottom of the scale — that is a finding about what the agency discloses, not about the quality of its work. This dimension carries 15% of the total score.

Benchmark — across the 16 other agencies evaluated in this discipline, this dimension runs Strong 2 · Adequate 7 · Weak 7. The typical agency here scores Adequate, and 9 of them score higher than this one.

What this dimension measures: Reviews are the heaviest local ranking and conversion factor, and the ways of getting them include practices that violate Google's policies and, in regulated trades, the law. Look for a stated review process and an explicit position against gating, incentivising or writing reviews. Any published offer to write, buy, filter by rating, or suppress negative reviews is a 1 and a red flag on the record, not a score to be averaged away.

Scores high — A published policy scores 4-5.

Scores low — Silence scores 2-3.

What we found — No process or policy for obtaining reviews appears on the homepage or across fifteen case studies, several of which report review counts growing. That is what the low band describes, and nothing published resolves it.

Evidence: unknown

Stronger here: Whitespark scores Strong on the same dimension.

Not disclosed — 2 of 5 on this rubric’s scale, from Poor (1) to Excellent (5). Nothing was published about this, so it scores at the bottom of the scale — that is a finding about what the agency discloses, not about the quality of its work. This dimension carries 15% of the total score.

Benchmark — across the 16 other agencies evaluated in this discipline, this dimension runs Strong 6 · Adequate 2 · Weak 7 · Poor 1. The typical agency here scores Adequate, and 8 of them score higher than this one.

What this dimension measures: Who owns the Google Business Profile, the website, the tracking numbers, the review history and the ad accounts when the engagement ends. Local SEO concentrates value in assets a client can lose entirely: a profile owned by the agency, or a call-tracking number that stops routing, takes the accrued ranking and history with it.

Scores high — A written ownership and transfer term scores 4-5.

Scores low — Silence scores 2 — a measured absence of disclosure, not a finding about the work. An agency that retains the profile or the primary number by default scores 1.

What we found — Nothing on the homepage or the case studies states who owns the website, the Google Business Profile or the tracking numbers at the end of an engagement. That is what the low band describes, and nothing published resolves it.

On the record — “The Sheets Heating & Cooling case describes a Google Business Profile merge with reviews preserved from both companies.” valveandmeter.com ↗

Evidence: unknown

Stronger here: Whitespark scores Strong on the same dimension.

Adequate — 3 of 5 on this rubric’s scale, from Poor (1) to Excellent (5). This dimension carries 12% of the total score.

Benchmark — across the 16 other agencies evaluated in this discipline, this dimension runs Strong 2 · Adequate 12 · Weak 2. The typical agency here scores Adequate, and 2 of them score higher than this one.

What this dimension measures: Where LSA or local paid search is sold, the checkable questions are budget transparency, who holds the account, dispute handling for bad leads, and whether Google Screened or Guaranteed status is managed or merely claimed. Not offering LSA at all is not a penalty — score this only where it is sold, and say so in the note.

Scores high — Described process with stated ownership scores 4-5.

Scores low — 'We manage LSA' with no further detail scores 2-3.

What we found — Google Ads work is described - 'Our strategies for Google Ads put you at the top of verified customers' search results' - with no separate account-ownership or lead-dispute detail for Local Services Ads. That is between the two bands, which is why it scored Adequate.

Evidence: verified — checked against a named source you can open; the links under Sources below are where to check it yourself.

Strong — 4 of 5 on this rubric’s scale, from Poor (1) to Excellent (5). This dimension carries 10% of the total score.

Benchmark — across the 16 other agencies evaluated in this discipline, this dimension runs Excellent 1 · Strong 2 · Adequate 6 · Weak 7. The typical agency here scores Adequate, and 1 of them score higher than this one.

What this dimension measures: How the agency handles more than one location or a service area without a storefront: location page structure, avoiding doorway pages, service-area business rules, and citation and NAP consistency at scale.

Scores high — A described approach, with stated limits, scores 4-5.

Scores low — Mass-generated city pages presented as strategy score 1-2 — that is the failure mode of the discipline and Google names it.

What we found — 'Multi-Location' is a named service, and two cases show it: Flow Tech Plumbing across five Indiana branches with revenue reported per branch, and the Sheets profile unification. That is the high band above, which is why it scored Strong.

On the record — “Multi-location work is shown at Flow Tech Plumbing across five Indiana branches with revenue reported per branch.” valveandmeter.com ↗

Evidence: partly checkable — corroborated in part against the sources below; the remainder rests on the agency’s own account.

Weak — 2 of 5 on this rubric’s scale, from Poor (1) to Excellent (5). This dimension carries 10% of the total score.

Benchmark — across the 16 other agencies evaluated in this discipline, this dimension runs Excellent 6 · Adequate 5 · Weak 5. The typical agency here scores Adequate, and 11 of them score higher than this one.

What this dimension measures: A published price, range or starting point, plus contract term and notice. A figure recoverable from an independent profile but not the agency's own site scores 3, and the note must say where it came from. Long minimum terms are not automatically a low score, but an undisclosed one is.

Scores high — A published figure scores 4-5.

Scores low — Nothing published anywhere scores 2.

What we found — No price, range, minimum or contract term appears on the homepage or the case studies. That is what the low band describes, which is why it scored Weak.

Evidence: verified — checked against a named source you can open; the links under Sources below are where to check it yourself.

Stronger here: Whitespark scores Excellent on the same dimension.