For marketing agencies
Prove which leads closed
This page is for an agency that runs Google Ads, LSAs, SEO or social for pest control companies and is tired of the lead-count argument. Close to half of our customers arrived through an agency, and the reason is always the same one: the agency wanted to show closed revenue, not calls.
Who this is for
The agency that wants to be judged on revenue
If your leads are good, attribution to closed revenue is the best thing that can happen to you. It moves the conversation from "how many" to "how much," and it puts the office's close rate on the same page as your cost per lead. Agencies that bring us clients usually sit in on the first demo, then run the next few themselves. Some run the whole implementation. All of them get login access to every client account they bring, free.
The problems
What agencies tell us
The client says the leads are bad. You say the reps are.
Both of you are guessing. The call tracking number proves the phone rang. FieldRoutes proves a sale happened. Nothing connects the two, so the monthly review turns into a debate about whose fault the slow month was.
ROAS stops at the form fill
You can report cost per lead to the decimal. You cannot report cost per customer, because the close happens in a system you do not have access to and the client does not export.
Google is bidding toward the wrong calls
Without offline conversion data, the ad account optimizes for calls that happened, not calls that turned into a paying account. You know this. Getting closed-deal data out of a pest control office every week has been the hard part.
Every client report is built by hand
Someone on your team logs into three tools, exports, reconciles and pastes into a deck. It is late by the time the client reads it, and the number they care about most is still missing.
Week one
What you and the client see in the first week
We connect the client's phone system, call tracking and FieldRoutes, and backfill recent calls. The attribution report has a month of history in it before anyone has to wait for new data.
- Every inbound call at the client tied to its lead source, whether the number came from CallRail, CallTrackingMetrics or the phone system itself.
- Close rate by source, matched to the customer record in FieldRoutes rather than to what the rep marked in the call tracker.
- Revenue by source, from FieldRoutes, so the report says what the leads were worth and not only how many there were.
- Rep scorecards on those same calls, so when a good lead does not close you can see which script step was skipped.
- Free viewing seats for your account managers on the client's account. Owners and managers are free anyway.
The step-by-step version of this audit, including what to pull from FieldRoutes and how to match it, is in the marketing ROI audit.
Month one
What changes after a month
- The monthly review starts from a report both sides trust because the revenue in it came from the client's own FieldRoutes.
- Closed deals are flowing back to Google Ads and GA4 as offline conversions, and the bidding has a month of real outcome data to work with.
- When the leads were good and the office dropped them, the client can see it and you are no longer the explanation. When the leads were bad, you can see that first and fix it before the client asks.
- The client report builds itself. Your account manager looks at the same dashboard the owner does.
The part agencies like least, and then like most: the report also scores the client's reps. In the first month that sometimes shows the office dropping leads you sent. That is uncomfortable for the client and useful for you, because it is the first time the close rate has been on the table next to your numbers instead of hidden behind them.
Lead attribution and buyer journey, a sales CRM should solve that, and they don't exist in this market. Solving for all three in one is pretty freaking brilliant.
What it does not do
- It does not replace CallRail or CallTrackingMetrics. Plaibook reads from them. The one thing it does not do that they do is number pools.
- It does not run the ads or touch the ad account beyond sending conversion data back.
- It does not help with a client who has no phone system worth integrating, or no FieldRoutes. The attribution needs both ends.
- It does not tilt the report toward the agency. If the leads are the problem, it says so. Partners tell us that is why their clients believe it.
- It is not white-labeled. The client sees Plaibook, with your team on the account.
Attribution sources we read today: CallRail, CallTrackingMetrics, and the call logs of the phone systems on the integrations page. Conversions go back to Google Ads and GA4.
Bring one client and run the report
Partner-referred clients get a 45-day trial and an account credit. You get seats on the account and a shared Slack channel with us. Tanner handles every agency conversation himself.