Lead Generation Channels & ROI
Purpose
Tracks Spartan's active lead generation channels, how to measure performance from each, and how to make data-driven decisions about where to invest. ## Who This Applies To
Josh (owner). Office tracks lead sources in ServiceTitan. ## Lead Source Tracking in ServiceTitan
Every job booking in ServiceTitan requires a lead source tag. Consistent tagging enables accurate ROI analysis. Acceptable lead source tags:
- Google Review / Organic
- Google Ads
- Referral — Contractor (note contractor name)
- Referral — Customer
- Repeat Customer
- Avoca After-Hours
- Membership
If a tech or office person is unsure of the source: ask the customer "How did you hear about us? " and tag accordingly. ## Channel Performance Metrics
| Channel | Track In | Key Metric | Target |
|---|---|---|---|
| Google Reviews/SEO | Google Business Profile | Review count, avg rating | 4. 7+, 5+ new/month |
| Google Ads (if active) | Google Ads + ServiceTitan | Cost per booked job | <$150/job |
| Contractor Referrals | ServiceTitan lead source | Jobs per referral partner | Track monthly |
| Repeat/Membership | ServiceTitan | Return visit rate | 30%+ of customers |
| Avoca | ServiceTitan | After-hours booking rate | All leads captured |
## Minimum Revenue Standard
From Slack: the team aims to secure jobs with a minimum revenue of $950 per hour. Paid channels must generate jobs that can meet this threshold to be worth the spend. ## Referral Partner ROI
Known referral partners (Slack-confirmed):
- Integrity Restoration — active referrals
- Bates Electric — reciprocal referrals for electrical issues found on plumbing jobs
To grow the referral network:
1. Identify local contractors in complementary trades (HVAC, roofing, electricians, restoration)
2. Josh to meet with potential partners — Slack captures one tech flagging a potential construction company referral partnership
3. Track referral jobs by partner in ServiceTitan to quantify the relationship
## Annual Channel Review
During Q4 strategic planning, review lead source data from ServiceTitan:
- Which channels generated the most jobs? - Which channels generated the highest average ticket? - Which channels had the lowest cost per booked job? - Cut channels with poor ROI; double down on high-ROI channels. ## Important Notes
- Revenue per booked job must be tracked by channel — volume alone is not enough. - Do not sign multi-month contracts for advertising without a 30-day out clause and ServiceTitan lead source tracking confirmed. ## Related SOPs
- Marketing Strategy Overview — overall marketing philosophy
- Revenue Targets & KPI Dashboard Guide — revenue benchmarks
- Google Review Solicitation Process — the highest ROI channel