74.7% More Leads and 41% Lower Cost Per Lead for SummitGuard Services
- Monthly Leads
- 14850
- from 8,500
- Cost Per Lead
- CAD $12.5
- from CAD $21.18
- Lead-to-Booked-Job Rate
- 39%
- from 22%
- Active Locations
- 41
- from 28
Overview
SummitGuard Services is a multi-location home services franchise based in Toronto, operating residential painting, handyman, and related home improvement services across multiple Canadian provinces. We started working with SummitGuard in August 2024, when the network generated around 8,500 monthly leads at a CPL of CAD $21.18, a lead-to-booked-job rate of 22%, and 28 active locations. Today, monthly leads have grown to 14,850, CPL is down to CAD $12.50, lead-to-booked-job rate has risen to 39%, and the network has expanded to 41 active locations.
A consistency problem, not a demand problem
This wasn’t a demand problem. 8,500 monthly leads is real volume. This was a consistency problem: lead quality varied wildly by location, tracking was incomplete so a lot of activity was invisible, follow-up was slow, and national campaigns that ignored local relevance were burning over 40% of budget for under 20% of results.
We treated this as a consistency problem, not a raw demand problem, and built the network around fixing quality, visibility, and speed location by location.
Five phases, and the January the network came into view
This account is organized as a dated timeline rather than a channel-by-channel list.
Phase 1: Local Services rebuilt by service and location
We restructured Google Local Services and Search by service and by individual location, because a national structure was treating every market as if it had the same demand and the same competition. We introduced Meta local lead forms, standardized landing pages and call routing across locations, and began a full call-tracking rollout.
Phase 2: Cost per lead falls to CAD $18.40
Monthly leads rose to 10,350 and CPL fell to CAD $18.40. Lead-to-job rate improved to 26%, and leads followed up within 15 minutes reached 52%, up sharply from 34% at the start — the clearest early proof point that the call-tracking and routing work was paying off.
Phase 3: Operational Discipline
Weekly location-level performance reviews became fully operational. We fully discontinued national broad campaigns without local modifiers, and underperforming locations received targeted support. This phase is less about a single dramatic number and more about the accountability system coming online.
January 2025
The source material calls this the decisive inflection month, and it’s the account’s single most important dated fact. Fully localized campaigns, complete call tracking, standardized routing, and weekly accountability began compounding together. Monthly leads first exceeded 12,600 and CPL dropped below CAD $15.50 on a sustained basis, not a one-month dip. Both volume and quality accelerated from this point forward — a real claim about the shape of the growth curve, not just a bigger number.
Phase 5: Scale & Maturation
The system stabilized at higher efficiency, and — distinctively for this account — the network itself grew, expanding from 28 to 41 locations while maintaining lead quality and cost control. Franchise and multi-location growth stories often trade one for the other; this one didn’t have to.
What didn't work
National campaigns can’t sell a local job
Neither correction here was a soft, partial fix — both were essentially full corrections.
National broad campaigns without local modifiers — fully discontinued
National broad campaigns without local modifiers were producing expensive, low-converting leads — 41% of spend for just 19% of booked jobs — so we fully discontinued them in November 2024.
Generic “home improvement” creative — fully replaced
A generic “home improvement” creative angle was underperforming across most markets, so we replaced it with service-specific, locally relevant creative in October–November 2024.
- Monthly Leads
- 14850
- from 8,500
- Cost Per Lead
- CAD $12.5
- from CAD $21.18
Five verified checkpoints, not just two
Lead-to-booked-job rate rose from 22% to 39%, a 17-point gain. Leads followed up within 15 minutes rose from 34% to 78%, and call-tracking coverage rose from 61% to 98% — both foundational to why lead quality actually improved rather than just lead volume. Internal lead quality score rose from 2.9 to 4.1 out of 5, and the share of locations meeting or beating their target CPL rose from 39% to 83%.
Cost per booked job fell substantially over the engagement, though we want to be direct about a reconciliation issue: the source material’s ending figure doesn’t check out cleanly against the other latest-period numbers the way the verified starting figure (CAD $96.27) does. We’re not presenting a confident current number here — call it a directional improvement only, and treat the exact current figure as something to confirm against real spend and conversion data before it’s used client-facing.
We don’t think all of this came from the media program alone. Home services and renovation demand is sensitive to broader Canadian housing market activity and interest rates, and services like exterior painting carry genuine seasonal demand patterns independent of media performance.
From a local search to a booked job
The path a SummitGuard customer takes today is built to move fast and stay local at every step.
Where the leads come from, network-wide
What we ran, across the network
Four workstreams ran across the engagement, summarized here and detailed in the table below.
| Channel / Workstream | What We Did | Why It Mattered |
|---|---|---|
| Google Local Services & Search | Restructured by service and by individual location. | Replaced a national structure that treated every market as identical in demand and competition. |
| Meta Ads | Local lead forms. | Now 27% of the latest channel mix, alongside Google's 58%. |
| Landing Pages & Call Routing | Standardized across the network. | Gave every location the same baseline experience, closing the quality gap between them. |
| Call Tracking & Operations | Full rollout, plus weekly location-level performance reviews. | Call tracking coverage rose from 61% to 98%; follow-up within 15 minutes rose from 34% to 78%. |
SummitGuard against a typical multi-location home services account
| Metric | Typical Multi-Location Home Services / Franchise Account | SummitGuard Services (Actual, CAD) |
|---|---|---|
| Cost Per Lead (Google Search) | Home services typically see CPL of $40–$120 on Google search, per Flyweel's 2026 service-industry CPL/CAC benchmark report. 1 | CAD $12.50 blended CPL, down from CAD $21.18 |
| Cost Per Lead (Blended, B2C) | Home services B2C blended CPL averages around $144, per WebFX's 2026 home services marketing benchmark report. 2 | CAD $12.50 blended CPL |
41 locations, and every one of them visible now
Monthly leads grew from 8,500 to 14,850, up 74.7%. CPL fell from CAD $21.18 to CAD $12.50, down 41%. Lead-to-booked-job rate rose from 22% to 39%. Active locations grew from 28 to 41. None of this happened in a straight line, and we don’t think it happened from the media program in isolation.
Customer mix
Share of ad spend
41%
National campaigns
Share of booked jobs
19%
National campaigns
National campaigns took 41% of ad spend and returned 19% of booked jobs.
We're not just getting more leads, we're getting leads our locations can actually close.
Your budget deserves better.
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