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Build It To Sell It Growth

What’s Costing You Thousands Every Month

📅 January 26, 2026 ⏱️ 24:18 🎤 Lance, Michael Cooney

Chapters

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  • 0:00
    Marketing Spend Tracking
    Michael Cooney introduces What Converts, a platform designed to track the true results of marketing spend and identify converting campaigns.
  • 1:47
    Beyond Google Analytics
    Cooney explains how What Converts goes beyond Google Analytics by providing qualitative data on phone calls, including transcripts, caller identification, and the ability to qualify leads for optimization.
  • 5:23
    Manual vs. Automated Tracking
    The discussion covers both manual and automated methods for assigning value to leads, highlighting the insights gained from manual review before automating the process with AI and integrations.
  • 8:21
    Key Home Service Metrics
    Cooney outlines essential metrics for home service businesses to track, including leads, quotable leads, quote value, and ultimately, sales revenue for effective marketing optimization.
  • 11:21
    Trust in Marketing Agencies
    The episode touches on the role of What Converts in fostering trust and transparency between businesses and marketing agencies by providing clear, verifiable data on marketing performance.
  • 14:54
    Top Marketing Channels
    Michael Cooney ranks Google Ads as the most effective marketing channel for home service businesses, followed by Meta platforms, and eyes future potential in AI answer engines like ChatGPT.
  • 26:09
    Aggressive, Smart Spending
    The hosts stress the importance of aggressive yet smart marketing spending, advocating for doubling down on successful campaigns once they are proven to convert.
  • 33:24
    Overlooked Marketing Gems
    The conversation highlights Google My Business and customer reviews as crucial yet often overlooked marketing strategies for driving organic leads and building trust.
  • 37:24
    Differentiating Your Business
    Cooney advises contractors to focus on differentiation and building trust, as customers often prioritize quality and reliability over the lowest price.

Speakers

L
Lance
Host
M
Michael Cooney
What Converts

Key Takeaways

✦

Implement a robust tracking system like 'What Converts' to go beyond basic lead counts and understand the true value of every phone call and lead generated.

✦

Prioritize tracking 'quotable leads' and 'quote value' as key performance indicators, as they offer quicker and more accurate feedback for optimizing ad platforms compared to waiting for final sales value.

✦

Focus marketing efforts on Google Ads as a primary channel, leveraging its ability to target specific search terms when customers have immediate needs.

✦

Be aggressive and smart with marketing spend; once a campaign is proven effective, double and triple down on it to maximize results.

✦

Optimize and maintain your Google Business Profile with strong reviews, as it's a critical, often overlooked, organic lead source.

✦

Differentiate your business by focusing on quality, trustworthiness, and understanding customer needs beyond just offering the lowest price.

✦

Treat your business as a 'sales organization' and a 'marketing organization' simultaneously, constantly evaluating and refining your messaging and lead generation strategies.

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