Phil Risher built a tracking system for his home-services business to measure which marketing actually drove sales. He created dedicated landing pages, tracking numbers, and trained his team to log lead sources. Revenue jumped from $3M to $5M and profit tripled to $900k.
The big thing that illuminated— this was the aha moment for me— was in return on ad spend. Every single time that I said, hey, we're a little bit slower, you know, on these monthly meetings, the same thing every single time that we're talking about, they would say, well, why don't you spend more on ads? And I would say, how do I know that these are actually making me money? So I said, okay, I need to build this internally inside of my business so that I can track return on ad spend. Because the owner, Tom, he's like, oh, I just signed up for HomeAdvisor Pro, it's $2,500. And I would be like, well, how are we going to track return on ad spend? So what I did was I set up landing pages and tracking numbers, and then I coached our CSRs to put the right stuff in the lead source. And then every single to know what levers to pull. And slowly I started to realize that there's this issue— there's digital marketing companies, CRM data, and then there's automation and tech stack that all needs to work together. And when I figured that out in the home service business that I was at, growth exploded. For $3 million to $4 million, $300,000 in profit to $900,000 in profit, and then ultimately he went to $5 million and then sold.
