Adam Sand explains why roofing CRMs like AccuLynx don't feed sales data back to Google and Meta, leaving ad platforms blind to which clicks generate $18,000 jobs. His team built a connector to push deal values and stage changes into HubSpot, so the algorithms can learn what actually converts and improve targeting.
Are your Facebook and Google Ads bringing in garbage leads? It is probably your CRM's fault. Most roofing CRMs like AccuLynx don't talk back to the ad platforms. That means you are spending money completely blind. In this video, I will show you how to train the Google and Meta algorithms to go find you more $18,000 roofing jobs. Stop guessing with your marketing. Why is it that people are clicking on this 1.8% of the time, whereas 1.2% of the time they're clicking on that? And having them enough integrity to look at a client's numbers and think 1.2% 2 and 1.8 are not the same thing. Yeah, they're both fractions of a percent, but if you went to the store and you got 12 eggs for $3 or 18 eggs for $3, you would obviously see the value in buying the $3, 18-pack of eggs. Like, you'd have to have a pretty compelling reason not to buy it. That's exactly what I think when it comes to marketing. It's just like, you just have to look at the data and then try and say, what is the data telling me? And so that's really the power of HubSpot, is the ability to look at these dashboards and see that data coming through. That's why we built our, uh, AcuLynx connector is because when AcuLynx opened up the API, you know, we had a bunch of people from AcuLynx wanting to at least get started on HubSpot with the Marketing Hub. And what the limitations of AcuLynx— and these are like $100 million private equity-backed companies that bought this— the number one problem they have is they can afford to hire the best marketing people. They got huge budgets. Right? But they put a lead in AccuLynx and all they got is lead source, you know, and that data doesn't go back to Facebook or Google to say, hey, this lead that came through this click bought a project for this much. That click got us $18,000. That person, whatever they were doing before they became a click, whatever was happening in all of their other digital behavior, that's the people we want. Like, AccuLynx had no way to send that data back. HubSpot Marketing Hub does. And the fact that it's also connected to your sales data, which through this program, the intention is to make that you've got highly structured, highly accurate to the data. Here's a common thing that happened in like my own CRM. I went through and I realized that we sold a bunch of CRMs. They signed their HubSpot quote. We never moved them to closed one. They just moved to contract signed. But because we don't have like an automation to create a work order or anything like that, because we don't have to create a work order and send it to a crew, it's just like now we create a ticket in ClickUp and it goes and becomes a thing. We didn't move a bunch of deals to closed one. So I end up moving a bunch of deals to closed one. Now I had bad data, but then had that data been then pushed back to Google, it would have said, oh, so these clicks they bought a year later. Like, it's not the truth. So if we hold you to a high standard in terms of data quality, then the data that you're giving back to these really, really, really smart algorithms in Meta and Google become incredibly valuable. And this is something that a marketer loves, is the ability to say, not only am I getting good data and learning what the data is telling me, the algorithms are also hearing what the data is telling me.
Yeah, so that's exciting. Because again, you know, like at the end of the day, we're going down this marketing road and we want to do, like you said, you know, more of what's working and stop doing things that aren't working. So I'm excited to see the data and how that all kind of plays out.
