FIORIANALYTICS

For agencies running home services clients

Your client counts booked jobs. The platform counts form fills.

This page is for paid media agencies whose clients are HVAC, plumbing or roofing businesses. The work is connecting the client's field service software back to Google Ads and Meta, so campaigns optimize on jobs that were actually booked, delivered under your agency's brand.

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Natural gas piping, valves and a regulator mounted on a brick wall

Why is home services harder to measure than most verticals?

The money arrives by phone

A large share of home services leads are calls. A call that books a $14,000 system replacement and a call asking about opening hours look identical to the ad platform.

The job is booked days later

The lead comes in on Tuesday, the technician visits on Friday, the job is approved the following week. By then the platform has already decided which campaign deserved credit.

The value varies by an order of magnitude

A drain cleaning and a full re-roof are the same conversion to a campaign optimizing on form fills. They are not the same to the client's P&L.

Multi-location makes it worse

Once a client runs five or fifty locations, the question stops being 'which campaign' and becomes 'which campaign, in which market'.

What changes after the build

  • The ad click is identified before the lead is created, so calls and forms arrive attached to a campaign
  • Booked jobs go back to Google Ads and Meta as conversions, instead of raw leads
  • Job value goes back too, where the client's system can state it, so bidding can tell a drain cleaning from a re-roof
  • Reporting splits by location, because that's the decision the client actually makes

The mechanism is the same one described on Qualified Conversion Recovery; this page is only about how it lands in this vertical.

Questions agencies ask

Which field service software does this work with?
It matters less which one it is than what it can export. I need the booked job, the time it came in, and something that identifies the lead: the click ID captured on the form, an email, or a phone number. If the system has an API or a scheduled export, it can feed the platforms.
What about calls that never touch the website?
Call tracking is what ties a phone number to a campaign. If the client already runs it, the number is usable. If they don't, that's the first gap to close, and it shows up in the teardown.
Does the client have to change how they operate?
No. The stages already exist in their software: lead, booked, completed, invoiced. The work is giving those stages a path back to the ad platform, not inventing new ones.
Do you talk to the client?
Only if you want me to. The default is that you own the relationship and the presentation, and the report goes out with your branding.

Pick the client who asks the hardest questions.

Send me their domain. The teardown comes back unbranded, within 5 business days.

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