Concept projectRoofing / HVAC / restoration
Home Services Lead Engine
Turning urgent local searches into booked estimates — with every call traced to its campaign.
- Search
- Service page
- Estimate request
- Call tracking
- CRM
- Sales follow-up
This is a JH Collective concept project demonstrating our approach. It is not client work: the business is a typical example of the sector, and no results, clients or metrics are shown.
The business, challenge and opportunity
The business
A residential roofing, HVAC or restoration company that sells high-value jobs across a defined service area.
The challenge
Ads run, the phone rings, but nobody can say which campaigns produce booked jobs. After-hours enquiries wait until morning — and call a competitor.
The opportunity
Home-service demand is urgent and local. The company that answers first and appears in the map results usually wins the job. Speed and measurement are the advantage.
The system
Six stages, connected.
One connected system — Attract, Capture, Connect, Convert, Retain, Optimize — configured for roofing / hvac / restoration.
01Attract
Search split by repair, replacement and emergency; Local Services Ads where eligible.
02Capture
Service-specific pages with one-tap calling and a short estimate form. Calls and forms in one CRM pipeline, synced with field-service software where feasible.
03Connect
Instant text acknowledgement, after-hours routing and estimate follow-up.
04Convert
Estimate reminders and structured follow-up, so quotes don't go cold.
05Retain
Seasonal maintenance reminders, review requests after completed jobs and past-customer reactivation.
06Optimize
Dynamic call tracking and form events, attributed to campaign and keyword. Budget paced against crew capacity; booked-job signals sent back to Google Ads.
The experience
What the customer sees.
- 01
The ad
Emergency and replacement ads with location and service in the headline.
- 02
The page
Clear service, trust signals and a phone number that's tracked.
- 03
On mobile
Call first, form second — designed for someone standing in a wet basement.
- 04
After the enquiry
A text within a minute and an estimate slot offered the same day.
The measurement
What we would track
- Cost per booked estimate
- Median response time
- Close rate by source
- Average job value by source
What we would optimize
Where the gains usually are
- Seasonal budget shifts by service line
- Search terms that bring buyers, not researchers
- Follow-up cadence for unsold estimates
Want a system like this?
Tell us about your business. We’ll show you what we’d build first.
We typically respond within 2–3 business days.