Phil RisherPhlash Consulting · No. 1 Digital Marketing Consulting Company For $1m-10m Home Service Businesses 🚀

Did any of those leads turn into revenue?

16 Oct 2026 · 1 min

Watch on YouTube

1:00

In this monologue, Phil Risher warns that targeting the wrong customers can be more costly than having no appointments at all. He describes how unqualified leads waste the time of customer service reps, technicians (both driving and on‑site), and marketing budgets. Risher criticizes marketing firms that chase ultra‑low cost‑per‑lead numbers without considering lead quality or revenue conversion, leading businesses to spend heavily on cheap leads that never become paying customers. He urges businesses to evaluate the entire marketing funnel—spending, lead volume, lead quality, and ultimately the revenue generated from those leads—to ensure growth rather than frustration.

Chapters

The wrong customer can actually cost you more than just having an empty calendar. The wrong customer looks like they're not in your service area. They don't have the funds to actually get your service. They ask you a million questions because they're not prequalified. All of these things hurt your business in the long run. They waste your CSR's time. They waste your technician's drive time. They waste your technician's time on the job site. They waste your marketing dollars. The problem is, is that a lot of marketing companies are working on this one thing. They're trying to get your cost per lead so low that you're like, wow, I just need more leads. So let me get my $20 cost per lead and just get a bunch of these people. They don't care about the actual quality of the leads and more importantly, if it actually turns into revenue. So if you feel like you're just spending a bunch of money on marketing and getting on calls and like your cost per lead is so low, spend more money, but your business is not actually growing and you are getting more frustrated, your team is getting more frustrated because you're working with tire kickers, that's a problem. This is why you need to look at the full funnel, how much you spent, how many leads you got, the lead quality, and then ultimately how much money you made from those leads.