We're paid to move one number.
Cost per booked job. Every review opens with jobs and revenue by service line. Leads, clicks and impressions are further down the page, where they belong.
Home service marketing for U.S. contractors
Measured in booked jobs, not leads.
We run the ads, the landing pages and the tracking for HVAC, roofing, plumbing and electrical contractors — then report on the only line that matters: how many trucks rolled, and what they billed.
You own every account Never a percentage of spend Month to month
The one line we ask to be judged on
Cost Per Booked Job
=
Ad Spend
÷
Booked Jobs
ReportedMonthly
AccountsYours
Every LineTraceable
Your numbers, from your own accounts. We never publish client data or account screenshots.
Reported in booked jobs
Your monthly review opens with jobs and revenue. Leads and CPL sit on page two, where they belong.
Call-level attribution
Every dollar traced to a ring time, a CSR, an outcome and a ticket value — not a form fill.
Month-to-month · 30 days' notice
No long lock-in. Stay because the ledger says to.
Trades
HVACROOFINGPLUMBING
ELECTRICALRESTORATIONGARAGE DOOR
The Marketing Leak
Your lead count is fine.
Your booked-job count is the problem.
Most contractors don't have a traffic problem. They have a leak between the click and the job. We find that leak first — because buying more clicks to pour into it is the most expensive mistake in this industry.
Where 100 paid calls actually go
100
calls →
31
booked jobs
22Never answered. Rang out, after-hours with no routing, or the CSR was already on another line.
13Answered, no booking attempt. A price was quoted over the phone and the call ended.
9Outside the service area or wrong trade. Paid for by campaigns with no geo or negative-keyword discipline.
11Duplicate or existing customer. Counted as a new lead in the agency report. It wasn't one.
14Quoted, never followed up. No callback, no text, no second touch inside 48 hours.
31Booked. The only number your accountant recognises.
Composite of first-audit findings across home-service accounts.Individual accounts vary. The shape rarely does.
Where the budget leaks
Nine places paid-for demand goes missing.
Each one sits between the click and the booked job. Scroll through them, then check which ones are leaking in your account.
- 01MeasurementCall trackingCalls are usually most of a contractor’s leads. Without call tracking by campaign, budget gets moved on clicks and form fills — the minority.Check yours
- 02MeasurementBooked-job importGoogle bids toward whatever you count as a conversion. If that is “any call over 60 seconds”, it finds more of those — wrong numbers and job seekers included.Check yours
- 03AnsweringMissed callsA paid call that rings out is the most expensive lead you will buy: you paid for it and nobody heard it.Check yours
- 04AnsweringAfter-hours callsEmergency demand does not keep office hours. A caller who reaches voicemail usually rings the next company in the results.Check yours
- 05Follow-upForm follow-up speedA form lead is often shopping several companies at once. The first one to call back usually gets the job.Check yours
- 06Conversion pathService landing pagesA homepage answers every question except the one the ad asked. Visitors who cannot find it in seconds leave.Check yours
- 07BiddingService-line biddingA repair call and a system replacement can cost about the same click and be worth very different amounts.Check yours
- 08BiddingSearch termsBroad matching drifts: DIY, parts, jobs and out-of-area searches spend quietly in the background.Check yours
- 09ReportingCost per booked job reportingIf nobody can say what a booked job cost, nobody can tell whether the budget is working — or which channel to cut.Check yours
Your numbers. Your opportunity.
Same spend.
More booked jobs.
What changes when more calls become jobs? Adjust your numbers, then adjust the booking number to see the difference.
From calls to booked jobs148 of 412 calls
BookedNot booked
Cost per lead
$45
Does not move when the booking number changes.
Cost per booked job
$124
Your spend, divided by the jobs you book.
Booked jobs
148
Booked revenue
$216,376
This is arithmetic on the four numbers you entered — spend ÷ calls, and spend ÷ booked jobs. It is not a projection, a forecast, or a claim about your account. Booked revenue is booked jobs × average ticket. These are illustrative starting values; enter your own numbers. For the full funnel — reach, booking, completion and margin — use the lead-to-job calculator.
Why DirectiveNow
Why owners move the account here.
We fix the leak before we spend more.
The first weeks are usually about tracking, routing and landing pages rather than budget. It's a harder sell and a better result. It's also why month three looks the way it does.
You own everything.
Ad accounts, website, tracking, data and creative — in your name, from day one. If we part ways you keep the asset and the history. Plenty of agencies build you on their property and hand you nothing when you leave.
A senior operator runs your account.
The person who builds it is the person who works on it. No junior handoff after the sale, no account coordinator relaying questions.
The free 90-day account audit
We'll show you the leak before you pay us anything.
Three business days. A written three-fix priority list, and your real cost per booked job — calculated properly, probably for the first time.