“If you don’t know where you are going, you’ll end up someplace else.” — Yogi Berra
With marketing, just like in baseball, the final numbers on the scoreboard mean the most when it comes to measuring a true win. But if no one’s keeping score—or you’re using an inferior ads-measurement tool—how will you ever know if your team won the game, or achieved true ROI on your ad campaign investment?
With ServiceTitan Marketing Pro - Ads Measurement, a results-driven tool offered as part of the Marketing Pro Full Suite, field service companies can hit marketing home runs by measuring key metrics in real time. With data on qualified leads, booking rates, average job value, ad-spend ROI, and total revenue, you’ll know exactly where you’re going and how to get there.
Marketing Pro - Ads Measurement gives users greater visibility into ad spend ROI, allowing ad managers to pause marketing campaigns or reallocate budgets once they see what’s working and what needs adjusting.
Johnny Wenzel, Senior Ad Ops Manager at ServiceTitan, explains how to get the most out of this tool in a recent webinar where he walks through how to set up Marketing Pro - Ads Measurement in your ServiceTitan account by connecting Google Ads, Google Analytics, and Dynamic Call Tracking.
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When Ads Measurement is set up correctly, it allows you to see the true ROI of your Google Ads—right from your ServiceTitan dashboard. It also highlights where ad spend is being wasted, with ServiceTitan customers reporting an average 50% of Google Ad spend waste. With Ads Measurement, you can see exactly which ads are working and which are burning cash.
Why do I need Marketing Pro - Ads Measurement?
In today’s digital world, customers find your company’s website through a variety of different traffic sources (calls, clicks, forms). About half call or contact you directly from whichever platform they found you on (Yelp, Google Business Profile, etc.), and the other half go directly to your website from the platform to call or contact you there.
“In ServiceTitan, you can see the calls that happen on the specific platforms, but you also lose visibility into all of that traffic that goes directly to your website,” Wenzel says.
With Google Ads or Facebook Ads, companies usually have multiple campaigns running on both platforms, but they’re all grouped in ServiceTitan as a single pay-per-click (PPC) campaign.
“And that doesn't give you the visibility you need to really make ads work, especially Google Ads,” Wenzel explains. “It's so expensive and hard to win that if you're not completely dialed in, you're probably wasting ad spend.”
Marketing Pro - Ads Measurement tracks metrics such as call conversions, website visits, and online form submissions—all which give you insight into which marketing channels and campaigns are generating the best results and driving the most valuable leads.
Rather than seeing website traffic for a single PPC campaign, Ads Measurement breaks down each website traffic source on a very granular level so you can see exactly what's working, what's not, and take action to optimize your marketing budget for the greatest impact. Ultimately, Ads Measurement helps you achieve a higher return on your advertising investment.
Follow these steps to set up Marketing Pro - Ads Measurement.
Step #1: Integrate Google Ads into your ServiceTitan account
Follow these steps to integrate Google Ads:
Log into your ServiceTitan account. You’ll need the Marketing Pro Full Suite of features to access Ads Measurement.
Go to the navigation bar and click Marketing.
In the Marketing Overview, click Connect Now. The Google Ads Integration page opens.
To connect your Google Ads account to ServiceTitan, click Sign in and sign in with your Google ID.
Choose your account you signed in with and click Allow, to give ServiceTitan access to your Google account.
Select Google Ads accounts to connect to your ServiceTitan account and click Link.
Click Next. Your Google Ads account is configured in ServiceTitan.
Step #2: Integrate Google Analytics into your ServiceTitan account
Go back to Marketing Integrations.
Click the configure button on Google Analytics.
Sign in to your Google account once prompted to do so.
Select the Google Analytics account you’d like to link.
Click finish.
Wenzel says if you’re concerned about doing this Google Analytics integration yourself, just ask whoever manages your website analytics to walk you through the process.
“If you try to do Step #1 and you didn't see an account that you think is yours, you likely don't have the access you need, and you should request that from your agency or marketer, or give them access to ServiceTitan so they can go in and do this step,” Wenzel says.
Step #3: Integrate Dynamic Call Tracking
“Integrating DNI (Dynamic Number Insertion) is the most intensive part of the Ads Measurement setup. It's still pretty easy, but this is kind of the magic that makes it all work,” Wenzel says. “Just integrating Google Ads and Google Analytics will accomplish very little for you. You have to set up Dynamic Call Tracking in order for the attribution to connect together.”
Go back to Marketing Integrations.
Click the Configure button on Dynamic Number Insertion.
Click Add New.
Copy and paste your company’s website URL and the phone number you want to replace into the required fields. (Note: If the URL starts with “www.” make sure to include it. But don’t include the “https://.” To make this work, you can’t use another DNI service simultaneously.)
Click Next.
Copy and paste the code you’re given into your website’s header.
Click Next.
Add 25 unique phone numbers for call tracking purposes when prompted to do so.
Once all 25 new numbers are added, go to your website and hit refresh. If you see the phone number swap when you do this, then it worked.
DNI refers to dynamically swapping out phone numbers with tracking numbers, Wenzel says. By using tracking numbers, ServiceTitan connects the customer to the specific campaign and then automatically ties revenue to the eventual job.
When adding the 25 unique phone numbers, you may see existing numbers in your account.
“I recommend not using existing numbers because there's a good chance there used to be a campaign that belonged to that phone number and it could be getting calls often. And if someone off the website is calling that number, it's going to break your tracking,” Wenzel says. “I recommend getting 25 new phone numbers to do this.”
While ServiceTitan is working to automate this process in the next few months, Wenzel says each unique new phone number must be added separately. You do this by entering your area code or ZIP code and the system populates available phone numbers from which to choose.
Once Ads Measurement setup is completed, Wenzel says customers can deploy Ads Optimizer to start training Google Ads to optimize for revenue. Ads Optimizer imports the revenue and other data back to Google Ads, and allows Google to optimize marketing campaigns based on those revenue signals.
Q&A
Q: Does Ad Measurement work for Local Service Ads?
A: If you use the same campaign name generated when you connect Google Ads to your ServiceTitan account, Ads Measurement will pull in data from LSAs, such as impressions, clicks, and cost data. This information is not currently available to you through LSAs alone.
Q: If we integrate with Marketing Pro - Ads Measurement, will we have the ability to rewrite or just offer suggestions for Google Ads?
A: Every time a call happens, Ads Measurement feeds that data into Google Ads. It's not going to change the ads themselves, and it's not going to change your budgets. Ads Measurement will allow you to see exactly how your Google Ads are working. It's more of a measurement tool than an actual performance tool.
Q: Can I integrate LSAs but not Google Ads?
A: Yes, you can. You won't be able to use our Ads Optimizer performance tool with just LSAs, however, but you can get a clear reporting picture.
Q: Can ServiceTitan help my marketing team complete the Ads Measurement integration?
A: Yes, your marketing team or agency can view this how-to webinar, access this library of Marketing Pro resources, or email specific questions to ads@servicetitan.com
Q: We already have some DNI numbers set up. Do they have to be new numbers?
A: Find that existing number, go to search in your ServiceTitan account, search by call, and then paste in that number as the number dialed, and check to make sure that it's not getting called. If the number has received no inbound calls in the last three months, then you can probably use it.
>> Not on Marketing Pro Full Suite yet? Upgrade today to use Marketing Pro - Ads Measurement.
