31% lead-to-booked conversion on a $6K/month paid search budget. Manual follow-up was inconsistent — some leads got three calls, some got one, most got nothing after 48 hours. No attribution data meant the company could not tell which campaigns drove booked jobs.
Five-touch automated lead sequence in HubSpot triggered by missed calls, form submissions, and quote requests. Touch 1: immediate SMS + email; Touch 2: call task at 2 hours; Touch 3: SMS at 24 hours; Touch 4: email at 3 days; Touch 5: final SMS at 7 days. ServiceTitan integration auto-closes won deals when a job is booked. CallRail attribution tracking tied to campaign, keyword, and channel.
The conversion gap was entirely in follow-up, not lead quality. A/B testing showed immediate response (within 5 minutes of a missed call) produced 3x the conversion rate of a 2-hour delay. HVAC customers actively want follow-up because they have an urgent problem — churn-out rate was less than 1%. CallRail attribution was the forcing function that proved which spend was profitable.
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