LLMs like ChatGPT, Perplexity, and Google’s AI Overviews now act as trust gatekeepers, influencing visibility and conversions based on how frequently a contractor is mentioned and the sentiment of those mentions. Track Mention Volume and Sentiment as core AI-era KPIs, alongside review velocity, share of positive AI summaries, and owned presence. Use these insights to align ad copy with real customer themes, add proof to landing pages, build audience signals, adjust geo/schedule based on local chatter, and control brand narratives. A minimal stack includes weekly scrapes, a simple tracker, monthly AI checks, and steady review generation to sustain velocity and high ratings.

Mentions Don’t Pay the Bills—But They Can Make Your Phone Ring: AI KPIs for Contractors

TL;DR: LLMs (chatbots, AI Overviews) now shape who shows up, how you’re described, and whether homeowners trust you. Track two new KPIs—Mentions and Sentiment—then feed what you learn into ads, landing pages, and ops. Use AI signals to earn more calls, not just clicks.

What Changed: LLMs Are Now Gatekeepers of Trust

I’ve run PPC for HVAC, plumbing, and electrical for two decades. Google’s not the only referee anymore. Large Language Models (LLMs) like ChatGPT, Perplexity, and Google’s AI Overviews summarize local options and repeat what the internet says about you. That means your visibility and authority are driven by how often you’re mentioned and the tone of those mentions.

If AI says you’re “reliable, fast, and transparent on pricing,” you’ll see higher click-through and call volume. If it repeats “no-shows” or “upsells,” you’ll pay more for every lead and close less. So yes—Mentions and Sentiment are now KPIs, because they affect conversion long before your ad is clicked.

The New AI KPIs: Mentions and Sentiment

Don’t overthink it. Track these basics and act on them weekly:

• Mention Volume: Branded and unbranded references with your services and city (e.g., “AC repair Austin – [Brand]”). Sources: Google reviews, Yelp, Nextdoor, Reddit, local news, forums, citations, and AI answers.
• Sentiment: Positive/neutral/negative and top themes (price clarity, punctuality, cleanliness, upsells, warranty support).
• Review Velocity: Fresh reviews per month per truck/crew and average rating.
• Share of Positive AI Summaries: When you ask an LLM for “best [service] in [city],” how often do you appear, and how are you described vs. competitors?
• Owned Presence: Percentage of page one controlled by your assets (site, GBP, YouTube, Facebook, directories you control).

Turn Fuzzy Signals into Booked Jobs

Mentions and Sentiment don’t replace core PPC metrics (cost/call, cost/booked job). They feed them.

• Ad Copy That Mirrors Reality: If your mentions praise “on-time and shoe covers,” make those lines primary in RSAs and pin them. If complaints hit “surprise fees,” lead with “Upfront, written pricing—no surprises.” Expect higher CTR and conversion rate.
• Landing Pages with Proof: Add review excerpts that match your sentiment themes, job photos, licenses, financing badges, and warranty specifics. LLMs and humans both reward proof.
• Audience Signals from Mentions: Build custom segments around queries you see in mentions (e.g., “furnace short cycling,” “slab leak cost”). Use them in Search/Performance Max to seed intent.
• Geo and Schedule Based on Chatter: If local chatter spikes in a suburb about water pressure issues, raise budgets and bids there and spin a quick ad group to capture demand.
• Brand Defense with Message Control: Use sitelinks for “Pricing,” “Reviews,” and “Guarantees” to preempt negative narratives you see in sentiment.

Minimal, Practical Measurement Stack

1. Weekly Scrape: Google Alerts for brand + services + city. Check GBP reviews, Yelp, Nextdoor, Reddit.
2. Simple Tracker: Sheet with columns: Date, Source, Mention, Sentiment, Theme, Action (ad copy, LP change, ops fix).
3. AI Checks: Ask ChatGPT/Perplexity monthly: “Who are the best [service] companies in [city] and why?” Save results and track your appearance and descriptors.
4. Review Goals: Ask every job for a review. Aim for consistent velocity (e.g., 8–12 fresh reviews per truck/month) with 4.6+ average.

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