The New Marketing Strategy (That Actually Works)

Implement comprehensive KPI tracking for each marketing source, including spend, lead count, cost per lead, booking rate, conversion rate, total revenue, average ticket, and return on ad spend (ROAS).

Prioritize lead types based on their historical conversion rates; for example, if PPC leads convert higher, route them to your best technicians or earlier in the day.

Develop a robust sales training program for your technicians focusing on effective communication, upselling, and thoroughly explaining the value of comprehensive solutions (e.g., full drain jetting vs. basic snaking).

Identify and address capacity issues promptly. If marketing generates more leads than you can service, either hire more staff or optimize your scheduling to avoid shredding valuable leads.

Experiment with various demand generation tactics, like targeted Facebook ads for specific services (e.g., water softeners), to create your own demand during slower periods when pay-per-click costs might be higher.

Don't immediately discard 'low-performing' marketing channels; analyze why they're underperforming. It might be due to internal processes (e.g., slow follow-up for Angie's List leads) rather than the lead quality itself.