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.
6 posts
What 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.
Jun 2, 2026 · 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.
Jun 10, 2025 · 14 min readJobber to Google Ads: send the request, the quote or the job?
Zapier can pass any Jobber stage, from a new request to a new invoice, to Google Ads as an offline conversion. The one you bid on becomes what Google spends your budget looking for, and unless the lead is tied to its click, Google can't reliably tell which ads produced it.
Apr 15, 2025 · 14 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.
Feb 11, 2025 · 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.
Jun 11, 2024 · 13 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.
Mar 12, 2024 · 13 min read