Lonta AI blog
Sold jobs & CRM
A lead is a promise. The number that matters is the job the technician sold. These pieces show how to get from ad spend to sold jobs with the CRM and call tracking a contractor already pays for.
17 posts
ChatGPT referral tracking: did it lead to a paid job?
An AI referral, a customer's explanation and an invoice can describe the same job. Keep their evidence together before approving another marketing expense.
9 min readGoogle Ads conversion adjustments: fix canceled jobs and refunds
A refunded job can leave its original value in your ad reports. Reconcile the correction against the import before sending another row.
9 min readMobile tap-to-call tracking: test the number behind every button
A number can change on the page while a call link still points somewhere else. This working browser lab catches that mismatch across three buttons and a full navigation roundtrip.
9 min readA canceled appointment can still become a completed job
Keep the original job attached to every rebook so a busy appointment history cannot inflate the work your advertising produced.
6 min readAttach the unpaid return cost to the original job
A warranty visit can reduce the money left from an acquired job weeks after the completion report. Keep that cost attached to the work that created it.
6 min readYour open estimates need seven next steps, not one reminder
An estimate can be waiting on the customer, your estimator, a future date or scheduling. Check the record before putting all four into a reminder sequence.
5 min readReview your first 20 inquiries before judging the ad report
A short review of consecutive inquiries can reveal which records need checking. Keep contact events, opportunities and unverified outcomes separate.
6 min readFive minutes, 21×, and the job that still hasn't sold
A fast callback is a service standard. The famous multiplier needs a closer reading before it becomes a promise about your sold jobs.
7 min readYour newest ad leads have had fewer days to sell
Before replacing your agency over a weak month, give the old and new leads the same amount of time to turn into sold work.
9 min readA 90% accurate lead score can still miss the jobs that matter
An accuracy percentage does not tell you which good inquiries were missed. Ask what the score predicts, when it was made and what happened afterward.
7 min readTwo $30 HVAC leads. Same ticket. One leaves half the money.
Cost per sold job can agree across two service areas while the money left to pay the shop does not. Put drive time and unsuccessful visits into the lead ceiling before buying more calls.
7 min readWhat a missed call costs you: the arithmetic from your own call log, not a vendor's statistic
The only study we could find behind '62% of calls go unanswered' is a 2016 blog post about 85 businesses, and it counts voicemails as unanswered. Your call log, your booking rate and your job list give you your own number in an afternoon.
14 min readHousecall Pro's lead source says “Google.” It can't tell you which campaign sold the job.
The field is a label someone picks from a list, the ROI Table divides by spend you type in, and the CallRail integration shows who is calling. A once-a-month phone number match turns all three into cost per sold job by campaign.
14 min readJobber to Google Ads: map the job, the invoice and the payment separately
A Zap can move an event without proving what happened to the customer. Define the stage, preserve its source, and test the correction path before using it for bidding.
9 min readPublish a price range for your highest-ticket job, then judge it on sold jobs, not calls
Fewer calls, a booked rate that can move either way, and sometimes fewer visits where a tech drives out to hand over an estimate nobody signs: how to read all three.
11 min readAnswer rate and booking rate: the two numbers between your ads and your techs
ServiceTitan's booking rate leaves out every call nobody picked up, and CallRail can count a phone menu as an answer. How to measure both numbers from your call log, and what a point of each is worth per sold job.
12 min readCost per lead is the number that quietly makes HVAC accounts worse
Two lead sources on the same ad spend, and the one with leads at half the price sells fewer jobs. The arithmetic, and how to pull the real number out of the software you already run.
13 min read