ServicesPerformance Marketing

Performance Marketing

Performance marketing means judging Google Ads, Meta and other paid channels on booked jobs and revenue, not clicks or form fills. We connect your ad accounts to what happens after the enquiry, so budget moves towards the campaigns that bring in paying customers.

Discuss Performance Marketing
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Paid media measured all the way to the invoice.

PERFORMANCE MARKETING
Job value and tracking

Agree what a booked job is worth.

CRM to ad platform loop

Send booked-job data back to the ads.

Budget follows revenue

Shift spend to campaigns that close.

Illustrative approach · Scope agreed around your business

What we can help with

What performance marketing covers

The common thread is a feedback loop between your enquiries, your CRM and the ad platforms.

  • Conversion tracking for calls and forms
  • Click ID capture into your CRM
  • Offline conversion import to Google Ads and Meta
  • Channel and budget allocation by job value
  • Landing page and offer testing
  • Reporting on cost per booked job

Performance Marketing in practice

Why platform conversions aren't enough

Google Ads records a conversion when someone submits a form or stays on a call long enough. It has no idea whether that person was a tyre-kicker, outside your area, or after a job you don’t do. Left alone, automated bidding finds more of whatever is cheapest to convert, which often means low-quality leads. Meta has the same blind spot. The fix is to tell the platforms which enquiries turned into booked jobs and what each was worth, so the bidding learns from revenue rather than form fills.

For search campaigns built around high-intent services, see pay-per-click capture.

Planning and implementation

Offline conversion import from your CRM

When someone clicks a Google ad with auto-tagging on, a click identifier called the GCLID is added to the landing page URL. Capture it in a hidden form field or through call tracking, store it against the lead, and when the job is booked or invoiced, upload that event and its value back to Google Ads. Meta’s Conversions API does the equivalent for Facebook and Instagram leads, and enhanced conversions for leads offers Google a route using hashed contact details when the click ID wasn’t kept. With that data in place, campaigns can bid on value instead of volume. Whichever CRM you use, including our Simple CRM, it needs to hold the lead source, click ID, job stage and value in one record.

Paid search is usually the core, with programmatic display and video adding reach for larger budgets. None of it pays if the landing page leaks enquiries, so conversion rate optimisation sits inside the same plan.

How we work

How we run the program

01

Agree the money metrics

Average job value, margin, close rate and crew capacity set a target cost per booked job for each service before any spend changes.

02

Close the tracking loop

Click IDs captured, calls tracked, CRM stages mapped and offline conversions uploading to Google Ads and Meta on a regular schedule.

03

Move budget to revenue

Each month we compare cost per booked job by campaign and channel, then shift spend towards whatever is closing.

Measurement and review

The numbers we report

Cost per booked job, revenue per dollar of ad spend from reconciled CRM data, and booked jobs by service and campaign. Platform-reported conversions sit alongside, clearly labelled, because they won’t match the CRM and shouldn’t be added together.

Allow for lag. A renovation lead might book six weeks after the click, an emergency job the same afternoon. Reports compare like with like, so a slow-closing campaign isn’t cut before its jobs land.

Good questions

Performance marketing questions

A few useful answers before we talk.

Can you guarantee a return on ad spend?

No one honestly can. Return depends on your market, the competition, your offer, how quickly the phone gets answered and how well quotes are followed up. What we can do is make the return visible: each booked job traced to its source, and spend moved towards what works. If a channel can't reach a sensible cost per booked job after a fair test, we'll say so and recommend pulling it.

Why don't the Google and Meta numbers match our CRM?

Each platform counts conversions with its own attribution window and rules, and both will claim the same customer if that person saw a Facebook ad and later clicked a Google ad. Some reported conversions are modelled estimates. Your CRM is the record of who actually booked. We treat it as the source of truth and use platform figures to steer bidding, never adding them together as if they were separate customers.

Do we need a CRM for this to work?

You need somewhere that records each lead's source and outcome. A spreadsheet can cope at low volume, but it breaks down quickly and is hard to upload from reliably. Simple CRM, or job management software you already use such as ServiceM8 or simPRO, can hold the data if it's set up to capture lead source and click IDs. We check what your current system can do before recommending any change.

How much budget does performance marketing need?

Enough to produce a steady flow of enquiries for the bidding to learn from, which varies with how competitive your trade and area are. A locksmith in inner Sydney pays very different click prices from a pool builder in a regional town. Our service business marketing budget guide explains how to set a starting figure from your job value and capacity.

Which parts of our ad accounts does the free audit check?

We review the tracking and structure in your ad accounts, what is being counted as a conversion, and whether any lead-quality data flows back to the platforms. You get a checklist ordered by impact, which often starts with tracking fixes before any budget change. See what's in the free audit.

Connected services

Channels and pages in the loop

01

Pay-Per-Click Capture

High-intent search campaigns and landing pages.

Explore Pay-Per-Click Capture

02

Programmatic Ads

Display and video reach for bigger budgets.

Explore Programmatic Ads

03

Conversion Rate Optimisation

Landing pages that convert paid traffic.

Explore Conversion Rate Optimisation

A useful starting point

What the free audit shows about your paid spend

For performance marketing, the free audit traces how a click becomes an enquiry and whether anything tells the ad platforms which ones booked.

  • Whether your conversion tracking counts real enquiries or inflated actions.
  • Where lead source and job outcome get lost between the ad, the call and the CRM.
  • The tracking and budget changes to make first, in order.
See the 100% free audit offer

Get a 100% free audit with an actionable checklist.

Give us access to your ad accounts and we’ll show you which campaigns are actually producing jobs.

Get my free audit & checklist