You're Tracking Your Ad Spend Wrong (Here’s What to Do Instead)

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 GoogleWhy cost per lead is one of the most misleading metrics in marketingThe difference between demand capture vs demand creationWhy branded traffic and direct traffic are often your best leadsHow to use timestamps, call data, and CRM reporting to measure true marketing ROIIf 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 Wilsonhttps://www.linkedin.com/in/johnbwilson1/Guest: Tony Castelucci (Wanamaker)[https://wantmore-leads.com] 💼Shoutout to Avoca AI!Looking to train your call center and improve technician performance? Avoca AI helps teams identify issues, improve call quality, and drive results from start to finish. 🔗 Schedule a demo 💼 Big Reputation — Stop chasing reviews and watching competitors outrank you. Big Reputation is the AI-powered review + SEO platform built for home service pros. Automate review generation, respond with AI, track local SEO, and integrate with your CRM. Setup is free, and your first month’s on the house.👉 Book your demo💼 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. Want to learn how Service Scalers can do the same for you? 🔗Check Them Out Here Send Us Mail!More Ways To Connect with O&OJohn's Podcast YouTube ChannelOwned and Operated Newsletter Bonus Videos From JohnLeave a ReviewJohn Wilson, CEO of Wilson CompaniesJack 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.