The Paid-Lead Capture System
Client identity withheld.
Results
$92K
Booked revenue in 90 days, at the shop's own prices
22% → <2%
Local Services calls left with no response
96
Service calls booked by the phone assistant, mostly on weekends and evenings
61% → 70%
Booking rate on answered sales calls
21% → 36%
Online leads that booked a visit
12
Junk Local Services leads flagged for credit review
Company Profile
Company
Residential HVAC company. ~$2.1M revenue, 7 service techs, 2 installers, the owner and 1 comfort advisor selling replacements, and 2 CSRs working weekdays. ~3,300 past customers.
Stack
Field-service management software, VoIP phone system with call recording, Google Local Services Ads as the largest lead source, plus Angi, Thumbtack and a website form.
Operating Need
Stop losing paid leads on nights and weekends, and book more of the calls the office already answers.
The Challenge
Local Services Ads were the shop's biggest lead source and one of its biggest costs. The two CSRs worked weekdays, so Saturday, Sunday and evening calls rolled to voicemail or to the owner's cell. Online leads from Angi, Thumbtack and the website waited hours for a reply. Even during office hours, many answered calls ended without a booking, and the owner never heard those calls. His answer each season was to raise the ad budget, but he couldn't say how many leads actually reached the schedule.
The Audit
We ran the Local Services Missed-Call Check on 60 days of lead history and scored a month of recorded calls.
Patterns Found
- 41 of 186 Local Services calls in 60 days went unanswered, worth about $11K in likely lost jobs
- 61% of those misses came on weekends and after 5pm
- 12 Local Services leads were spam, out of area or the wrong service, and none had been reviewed for a credit
- 39% of answered sales calls ended without a booking, often after an unanswered price or availability question
- Online leads waited a median of 3 hours for a first reply, and 21% booked
- Callers who hung up without booking were never contacted again
The shop didn't need a bigger ad budget. It needed every paid lead answered fast, and more of the answered ones booked.
The Architecture
Four lead-capture systems working as six parts, all reporting to one Monday scoreboard.
Local Services Missed-Call Check
Broke down missed calls by day and hour, estimated lost jobs, and flagged junk leads for credit review. Re-run monthly to track progress.
Call Handling
An AI assistant in backup mode that picks up after 3 rings, on busy lines, nights and weekends. It identifies itself as virtual, follows the owner's emergency rules, and books routine work.
60-Second Lead Responder
Texts every Angi, Thumbtack and website lead by name within 60 seconds, qualifies the problem, books the visit, and follows up a few times if the lead goes quiet.
Call Grader
Scores every recorded call: booked or not, booking asked for, maintenance plan offered. Each CSR gets a weekly coaching report with clips of their own calls.
Lost-Lead Rescuer
Texts every caller who hung up without booking the same day, with a real open slot.
Monday Recovered Revenue Report
One page every Monday with calls answered, leads booked, booking rate and dollars booked.
How the System Operates
The system answers, replies, scores and rescues. The CSRs still take calls first, and the owner approves every credit request.
- The CSRs answer first; the AI covers overflow, nights and weekends
- Junk-lead credit requests are flagged for the owner, never submitted automatically
- Coaching reports go to each CSR privately before the owner sees team scores
How It Flows
- 1A call or online lead comes in
- 2A CSR or the AI answers, or the lead is texted within 60 seconds
- 3Routine work is booked, emergencies go to the on-call tech, and unbooked callers are rescued the same day
- 4Every call is scored, and every booking is logged on the Monday report
Flagged junk leads are reviewed by the owner before any credit request goes to Google.
Implementation
| Stage | Focus | Key Results |
|---|---|---|
| Stage 1 | Lead and call audit | 41 missed Local Services calls mapped by day and hour; baseline booking rate of 61% set |
| Stage 2 | Setup and approval | Emergency rules, price list and booking scripts approved; phone and lead sources connected |
| Stage 3 | Launch | Call Handling live on nights and weekends first, then on daytime overflow; Lead Responder live on every source |
| Stage 4 | Always-on | Call Grader, lost-lead rescue and CSR coaching live; Monday reports every week |
Ownership
Every part runs on the shop's own phone system, lead accounts and prices, and every result is reported back to them.
A Local Services missed-call analysis, refreshed monthly
One lead record across every source, with response times
Call scores and coaching clips for each CSR
A recording and summary of every call, and every Monday report
Operational Impact
Weekends and evenings no longer leak paid leads. The CSRs work the hours they're staffed for, and the system covers the rest. Online leads hear back while they're still comparing companies, and callers who slip through get a same-day second chance. The CSRs improve from their own call clips, and the owner now makes ad budget decisions from booked jobs instead of guesses.