Overhead Door — CRM Lead Tracking & Attribution

Overview

As Overhead Door Madison expands across multiple paid channels (Google Display, Meta, Bing), accurate CRM hygiene becomes the foundation for data-driven budget decisions. Without clean lead tracking and opportunity values, it is impossible to determine which channels are generating quality leads and revenue — making budget optimization guesswork.

This article captures the attribution model, automation setup, and required team behaviors discussed in the October 2025 PPC review.

The Attribution Problem

Running ads across several channels simultaneously creates a multi-touch attribution challenge. The core question is: which channel produced a lead that converted to revenue?

Without CRM data:
- Budget decisions are based on click volume and cost, not actual revenue
- High-cost channels that produce quality leads may be cut; low-cost channels that produce junk may be over-funded
- There is no way to justify increasing or shifting spend with confidence

"Adding the values and moving these along is going to give us better data into, okay, which channels are working? Like, how many of these conversions are converting from Bing?"
— Sebastian Gant

Lead Auto-Population via Automation

An automation is in place to pull inbound leads directly into the CRM's New Leads column without manual entry. Triggers include:

Landing page form submissions — when a prospect fills out a form on any campaign landing page (residential or commercial), the lead populates automatically
Inbound calls — call tracking routes to the CRM and creates a record
Source tagging — the lead source field is updated automatically (e.g., "request service," "quote") based on the originating channel or form type

This means the team at OHD Madison should expect new leads to appear in the New Leads column without any action on their part. The automation handles ingestion; the human work begins after that.

Required Manual Steps (OHD Madison)

Auto-population handles the top of the funnel. Accurate attribution requires the client to actively maintain records downstream:

Action	Why It Matters
Update lead stage as it progresses	Shows conversion rate by channel
Enter opportunity value (estimated or actual job size)	Enables revenue-per-channel calculation
Move closed/lost leads to appropriate status	Keeps pipeline data clean for reporting

Without these updates, the CRM shows lead volume but not lead quality or revenue — which is insufficient for optimizing a multi-channel PPC budget.

"As much as I can encourage you guys to be active in here, I'm going to, because as we open these channels, these new leads are going to start populating... Adding the values and moving these along is going to give us better data."
— Sebastian Gant

Source Tracking by Channel

Each active channel should produce attributable leads in the CRM. Current and planned channels for OHD Madison:

Bing Ads — existing, source auto-tagged
Meta (Facebook/Instagram) — residential and commercial campaigns, remarketing
Google Display — residential approved; commercial pending; repair ads blocked (see ^[1])
Organic/Website — baseline source for non-paid leads

When budget review conversations happen (e.g., should we increase Google Display spend?), the answer should come from CRM data showing cost-per-lead and revenue-per-lead by source — not just ad platform metrics.

Practical Example: Budget Optimization Loop

Google Display residential ads launch at $15/day
Leads from landing page form submissions auto-populate in CRM as source = "Google Display"
OHD Madison updates opportunity values and closes jobs
Asymmetric reviews revenue attributed to Google Display vs. Meta vs. Bing
Budget is shifted toward highest-revenue channel at next monthly review

This loop only works if step 3 happens consistently.

^[1]
^[2]