Service Business, Lead Generation Engine

A multi-state plumbing and HVAC operator with 14 trucks. Strong field reputation, weak intake. Marketing budget existed but the team could not tell which channel produced which booked job, because no two leads were captured the same way.

A lead might arrive via the website form, a Google LSA call, a Meta Ad lead form, a Yelp message, an organic Google Business call, or word-of-mouth referral that called the office line. Each path had a different fate: some hit the CRM, most hit a voicemail, all of them needed someone to manually dispatch a tech.

• 6 inbound channels, no unified intake
• Average response time ~3 hours, often overnight
• No attribution between marketing spend and bookings
• 30% of leads never reached a tech
• Dispatch was a phone-tree game between dispatcher and field

Every channel routes to one CRM with a tagged source. An automation triggers a 30-second SMS callback to the lead, plus a Slack alert to the dispatcher. The dispatcher accepts or reassigns from a phone-friendly view. Attribution flows back to ad spend so marketing can finally show CPL by channel.

• Google Local Services
• Meta Ads
• GoHighLevel
• Twilio
• Make

The 30-second SMS callback was the single biggest lift. Buyers calling for a leak under their sink are buying urgency, and answering inside a minute is the entire competitive moat in this category.