Enquiries reconciled
against booked work.
For home services, health, education, finance and other high-consideration consumer categories — attribution has to run from ad through enquiry to booked and completed job, and speed-to-lead is a P&L line.
A lead isn't revenue. A booked, completed job is.
When your product is a service — a fitting, a treatment, a consultation, a policy — the gap between an enquiry and a paying customer is where economics get won or lost. Media optimised to enquiry CPA alone can double lead volume while cutting revenue, because the marginal enquiry is almost always the least contactable and the least qualified.
Demand → Enquiry → Contact → Qualification → Sale → Revenue.
- 01Demand · search / social / referral
Local intent, category demand, brand
- 02Enquiry · form, call, chat
Instrumented across every channel
- 03Contact · first response
Minutes matter — contact rate collapses after five
- 04Qualification · fit & intent
Geography, service type, budget, timing
- 05Booked appointment / sale
Diary and CRM sync
- 06Completed & invoiced
Revenue actually landed
- 07Repeat & referral
Reviews, follow-on jobs, word of mouth
The five collapses that destroy consumer lead economics.
- 01Enquiries receivedAll channels, all forms, all calls
- 02Successfully contactedSpeed-to-lead, retries, channel choice
- 03QualifiedFit, intent, geography, service type
- 04Booked appointmentDiary friction, offer clarity
Where enquiries stop becoming revenue.
- Paid optimised to enquiry volume, ignoring quality, geography and contactability
- Duplicate leads across form, phone and chat inflate reported volume
- Missed first-response SLA on the highest-intent enquiries
- Poor routing — leads land with the wrong team, region or specialism
- Call handling that treats every enquiry the same, regardless of value
- No offline conversion feedback to Google Ads or Meta — bidding stays blind
- Channel-quality mismatch: cheap CPLs from channels that never convert
- Booking systems that lose data before enquiry becomes appointment
- Local SEO and reviews under-invested, damaging paid efficiency
What Attributed builds for consumer lead generation.
- Paid targeting geography and service type, priced against booked jobs
- Landing pages built for high-intent enquiry, mobile-first, trust-heavy
- Enquiry form, phone flow and chat instrumented end-to-end
- First-response SLA rebuilt around highest-value categories
- Lead routing by geography, service, value and rep availability
- Offline conversions fed back to Google Ads and Meta for smarter bidding
- Enquiry → contacted → qualified → booked → completed → invoiced reconciliation
- Attribution reported per pound of invoiced revenue, not per enquiry
- Source-quality view so poor channels are cut, not cheapened
- Repeat and referral programme instrumentation
- Local SEO, review programme and authority as compounding assets
- Weekly commercial review with senior operator sign-off
What we sequence first.
- 1Instrument the enquiry surface
Forms, calls and chat unified into one enquiry stream with source, channel, geography and service type.
- 2Fix speed-to-lead
Rebuild first-response for the top-value categories — target sub-five-minute contact, with retries and channel-switch logic.
- 3Route by value, not order
Send the highest-value enquiries to the strongest teams; deprioritise low-fit enquiries before they burn capacity.
- 4Close the offline loop
Feed booked and invoiced outcomes back into Google Ads and Meta so bidding optimises against revenue, not enquiries.
- 5Reconcile weekly
Cost per qualified lead and cost per completed job reviewed against contribution margin, not against CPL targets.
What the intelligence layer surfaces.
- Findings — channels or campaigns whose enquiries never contact, qualify or book
- Recommendations — routing, SLA and bid changes tied to invoiced revenue impact
- Alerts — first-response breaches, duplicate leads, or booking-system drop-outs
- Implementation Packs — lead router, offline conversion pipeline, review programme setup
What we report against.
Completed jobs, not enquiry vanity.
Paid targeting geography and service type — priced against completed, invoiced jobs and contact rate, not CPL.
Enquiry forms, phone flow, chat, first-response SLA and routing rebuilt around highest-value categories.
Repeat, review and referral treated as first-class programmes, with offline conversions closing the loop.
Enquiry → contacted → qualified → booked → completed → invoiced reconciled end-to-end with your CRM and booking system.
Related routes into the same system.
Recurring-revenue economics: activation, retention, renewal and reactivation.
Reconciled contribution margin across paid, organic and CRM.
Landing, forms, first-response and qualification as one connected surface.
The proprietary layer that reconciles enquiries against invoiced revenue.
Book a Growth Review.
Connect your booking system, CRM and paid channels — we'll walk through where enquiries drop out of revenue in your funnel.