You're Tracking Your Ad Spend Wrong (Here’s What to Do Instead)
Owned and Operated - A Plumbing, Electrical, and HVAC Business Growth Podcast
Outro
Closing remarks, contact info for Tony, and final thanks from John wrapping up the episode.
Is your home service marketing actually working — or is Google getting all the credit? In this episode John Wilson and returning guest Tony Castelucci (Wanamaker Advertising) explain why cost‑per‑lead (CPL) often misleads, how attribution and demand generation are changing in 2026, and practical steps to measure true marketing ROI for plumbing, electrical, and HVAC businesses.
They unpack why cost per lead is often the wrong metric, how demand capture and demand creation work together, and what operators need to track if they want to scale profitably instead of just chasing cheap leads.
What we cover:
- Why last-click attribution gives too much credit to Google
- Why cost per lead is one of the most misleading metrics in marketing
- The difference between demand capture vs demand creation
- Why branded traffic and direct traffic are often your best leads
- How to use timestamps, call data, and CRM reporting to measure true marketing ROI
If you're spending more on marketing but still struggling to understand what’s truly driving booked jobs and profitable growth, this episode is for you.
Host: John Wilson
https://www.linkedin.com/in/johnbwilson1/
Guest: Tony Castelucci (Wanamaker)
[https://wantmore-leads.com]
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💼 Extra Special Thanks to Service Scalers!
We’ve been partnering with Service Scalers to maximize our Local Service Ads (LSAs) and optimize our Google My Business profiles, and the results have been incredible. With hundreds of thousands in sales and 900+ calls in a single week, GMBs are now our top-performing organic lead channel.
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More Ways To Connect with O&O
John Wilson, CEO of Wilson Companies
Jack Carr, CEO of Rapid HVAC
📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.
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