You're Tracking Your Ad Spend Wrong (Here’s What to Do Instead)

Home service marketing attribution is broken — and cost per lead is one of the most misleading metrics you're tracking. Here's how to fix it. John Wilson sits down with Tony Castelucci (Wanamaker Advertising) to expose why last-click attribution is handing Google unearned credit, why chasing cheap leads is destroying your margins, and how to build a real attribution system using timestamps, call data, and CRM reporting. What We Cover: →Why last-click attribution gives Google too much credit →Why cost per lead (CPL) is the wrong metric — and what to use instead →Demand capture vs. demand creation: knowing the difference changes your spend →How branded and direct traffic outperform paid leads T→he Quote Quality Scorecard and blended attribution framework How to use timestamps + CRM data to measure true marketing ROI Connect with Tony Castelucci: Wanamaker Advertising → wantmore-leads.com Connect with John Wilson: LinkedIn → linkedin.com/in/johnbwilson1 Previous Episodes With Tony: https://youtu.be/pIO-NNZTGns https://youtu.be/R449IwsUGZc 🕐 Chapters: 00:00 Attribution pitfalls and brand impact 06:25 Traditional media tracking and blended attribution 13:47 Scorecards beyond CPL and timestamping leads 28:23 Quote Quality Scorecard 30:19 Attribution and Demand Creation 44:43 Elephant Curve and Next Moves 💼Shoutout to Avoca AI! Looking to train your call center and improve technician performance? Avoca AI helps teams identify issues, improve call quality, and drive results from start to finish. 🔗 Schedule a demo: [https://www.getavoca.ai/partners/oao] 💼 Big Reputation — Stop chasing reviews and watching competitors outrank you. Big Reputation is the AI-powered review + SEO platform built for home service pros. Automate review generation, respond with AI, track local SEO, and integrate with your CRM. Setup is free, and your first month’s on the house. 👉 Book your demo: https://www.bigreputation.ai/?utm_source=referral&utm_medium=oao&utm_campaign=freeheatmap 💼 Extra Special Thanks to Service Scalers! We’ve been partnering with Service Scalers to maximize our Local Service Ads (LSAs) and optimize our Google My Business profiles, and the results have been incredible. With hundreds of thousands in sales and 900+ calls in a single week, GMBs are now our top-performing organic lead channel. Want to learn how Service Scalers can do the same for you? 🔗Check Them Out Here [https://www.servicescalers.com/?utm_source=podcast&utm_medium=referral&utm_campaign=ownedoperated] Subscribe for 2 weekly podcasts + daily content on scaling your home service business. #homeservicebusiness #marketing #businessgrowth