Case Study · Inside our Partner warehouses
What four Partner warehouses on Google Cloud taught us.
Home services, moving, catering, and B2B. Four businesses with nothing in common, each running a warehouse we built in its own Google Cloud project. The same four failures showed up in almost every one of them.
The Results
- Partner-owned warehouses in production
- 4Partner-owned warehouses in productionEach in the Partner's own Google Cloud project
- Source systems connected
- 10Source systems connectedCRMs, call tracking, forms, ads, analytics, operations
- Monthly BigQuery cost of one hourly live report
- ~$1.60Monthly BigQuery cost of one hourly live reportB2B Partner
- Freshest CRM and ad syncs
- HourlyFreshest CRM and ad syncsWith freshness guards on every rebuild
The Short Version
What happened, in three paragraphs.
Every warehouse on this page lives in a Google Cloud project the Partner owns and pays for directly. We build and run it; they keep it. That choice shapes everything else, from how we handle credentials to what happens if an engagement ends.
The businesses differ, but the failures repeat. A channel field that holds form names. A primary conversion that never fired. A CRM that quietly stopped passing jobs. Revenue counted twice. None of them is visible from inside the ad platform, which is why they last.
- Inside our Partner warehouses
- Across Partners
- Data engineering, Attribution, Conversion tracking
- BigQuery
- Cloud Run
- Data Transfer Service
- Cloud Scheduler
- Secret Manager
- As of October 2026
The Problem
Four failures we keep finding.
Each one looks like a marketing problem until the warehouse shows it's a measurement problem.
- 01
The lead source holds form names
Home services. Every channel report answered which form a person filled in. Nobody could see which marketing worked.
- 02
The primary conversion never fired
Catering and events. The account bought 4,081 clicks against a conversion that recorded zero events in its entire life.
- 03
The CRM stopped passing jobs
Moving. Six months of busy season read as 15 to 34 booked jobs a month because a pipeline step silently broke.
- 04
Revenue counted twice
Moving again. Double-counted job values told Google that $32K of spend had produced $15.8M.
01 · The tell
Cheap clicks are what a blind campaign buys.
Fork & Spoon, a catering brand inside AGA Hospitality Group, bid toward a primary conversion that had never fired while analytics recorded lead activity the whole time. Maximize Conversions with nothing to maximize drifts toward the cheapest clicks available.
The fix took an afternoon. Because it landed mid-month on June 18, spend split almost exactly in half: $624 and 875 clicks produced nothing before the fix, and $595 and 226 clicks produced six leads after it. The account went on to produce 58 leads across July and August at $68 each.
Leads recorded and cost per click, Fork & Spoon, 2026
- Leads recorded
- Cost per click
FindingA cost per click collapsing while conversions sit at zero is a better warning sign than any dashboard alert.
02 · Four Partners
Four industries, one architecture.
| Partner | Sources | What it changed |
|---|---|---|
| Home services (American Dry) | Zoho CRM, CallRail, Gravity Forms, Google Ads, GA4 | Click-ID coverage from 0% to 51.5%; cost per won job down 16.7% |
| Moving (Matt's Moving) | Supermove, CallRail, Google Ads, GA4, Search Console | 52 operations tables and 2.06M rows in the first load |
| Catering and events (AGA Hospitality) | HubSpot, CallRail, Google Ads, GA4 and Search Console for three brands | HubSpot leads and won deals modeled into a Google Ads conversion import |
| B2B | Salesforce, Google Ads, Meta, GA4, Search Console | 13 Salesforce objects refreshed hourly; live report rebuilt every hour for about $1.60 a month |
The B2B Partner is anonymized.
03 · How we run them
Boring on purpose.
Scheduled rebuilds run after the ingest they read from, and a freshness guard fails the run if the raw data is late or partial, so nobody rebuilds a report from half-landed data. SQL tests run on the models. Service accounts get the least access they need, and every credential lives in Secret Manager.
Running costs stay small. One Partner's hourly live report costs about $1.60 a month in BigQuery, and its full warehouse rebuilds in about five minutes.
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