How it works
The model and the machine.
The model is how we get paid. The machine is how we prove we earned it. You need both, or performance pricing is just a slogan.
The model
Why retainers are backwards.
Most marketing companies get paid whether you grow or not. It looks like this.
None of that pays your crew, buys a truck, or puts a roof on a house. We think that's backwards.
Performance pricing
Our fees are tied to results. Real ones.
A result is an appointment that sat or a job that closed. A click is not a result. An impression is not a result. If the phone doesn't ring and the contract doesn't get signed, we didn't do our job, and our pay shows it.
Skin in the game
When you win, we win.
It only works if we're good at this. We are. It also means we don't take on every contractor who asks. We work with owners who take growth seriously and are ready to be measured.
The benchmark
What it should cost you.
What the industry spends. Not our numbers. Theirs.
$228
what a roofing lead costs on Google search, median 2025
Median cost per lead, Google search
Roofing and gutters
$228
Doors and windows
$200
HVAC
$128
Plumbing
$129
Roofing companies spend 10 to 15% of revenue on marketing. Plan on 8 to 10% with us to start. Our job is to get you under 7.5%, our fees included, and to show you the math every month.
Marketing spend as a share of revenue
Roofing
10 to 15%
Foundry CRO home services benchmarks by tradeFoundry CROHVAC
8 to 12%
Foundry CRO home services benchmarks by tradeFoundry CROPlumbing
7 to 10%
Foundry CRO home services benchmarks by tradeFoundry CROCompanies over $1B in revenue, 2026
7.8%
Gartner 2026 CMO Spend SurveyGartner 2026
Solar
Cost per lead figures are medians for Google search campaigns, rounded to the nearest dollar. Every figure links to its source, so you can check it yourself.
The tracked path
Click. Lead. Appointment. Closed job.
- 01
Click
Every ad click and search visit is tagged with where it came from before it reaches your site.
- 02
Lead
When someone calls or fills out a form, the lead is saved with that source attached.
- 03
Appointment
When the appointment is set and sat, the result is marked on the same record.
- 04
Closed job
When the job is signed, the sale price is written back to the lead that started it.
Offline conversion tracking
The platforms should learn from revenue. Not form fills.
Attribution is built before the first dollar is spent. Every lead is tracked from the click through the call, the CRM, and the payment.
Here's why that matters. An ad platform chases whatever you tell it a win looks like. Tell it a form fill is a win and it'll find you more people who fill out forms. Plenty of them will never buy. So we tell it the truth. Closed jobs and their real value flow back to the ad platforms, and the platforms go looking for more people like your buyers.
Reporting matches your books, not the platform's estimates. If the numbers on our report don't tie to what landed in your bank, the report is wrong and we fix it.
The machine
We build the connections ourselves.
Most agencies rent a dashboard and call it tracking. We build the connections ourselves. When a lead lands, it moves into the CRM the same second with its source attached. When a rep marks the result in the field, the job record updates itself, the sale price writes back, and the pipeline stage moves without anyone touching it.
Leads that arrive without a source get matched to one automatically, and the ones that can't be matched are flagged instead of guessed. Ad spend syncs into the same reporting so cost per appointment and cost per sale are real numbers, not estimates. And when a lead was bad, that goes back to the platform too, so it learns not to send another one like it.
That's the machine. It runs whether or not anyone is watching, and it's what makes performance pricing possible.
Reporting
What you see every month.
One report. Plain numbers. The same ones we get paid on.
- Leads by source. Where every lead came from.
- Appointments. How many were set and how many sat.
- Sales. How many closed.
- Revenue attributed. What those sales were worth, tied to the source that started them.
- Spend. Every ad dollar, by platform.
- Cost per appointment and cost per sale. Real numbers, not estimates.
- All in percentage of revenue. Ad spend plus our fees, as a share of what you brought in.
Next step
Ready to be measured?
The application takes a few minutes. It asks about your trade, your team, and your numbers. Jordan reads every one personally.
Apply to work with us