Exterior Renovations Lead Distribution Balancing

Overview

Exterior Renovations' lead flow is heavily skewed toward siding services — not necessarily because siding is the dominant business, but because marketing efforts have not been distributed across the full service portfolio. The OKR objective is to achieve minimum lead representation across all service areas, with a target of 10–20 qualified leads per quarter per service.

This is a structural problem: without deliberate campaign coverage and attribution visibility, the path of least resistance (siding) captures all the attention while decks, roofs, and other services go underserved.

The Problem

• Symptom: The vast majority of inbound leads are for siding services.
• Root cause: Google Ads campaigns and SEO efforts are concentrated on siding keywords. Other services lack dedicated campaigns, landing pages, or content.
• Compounding issue: Attribution is incomplete. There is no clear source-to-resolution view of leads, making it difficult to measure what's working across service lines or prove marketing value to the client.

"I don't think that we have a complete view... I can look at what we're converting from Google Ads, but they're pulling in others besides that. So it pulls into number three, where I need more visibility — from source to resolution."
— Ben San Fratello

OKR Structure

Objective: Balance lead distribution to achieve minimum representation for each service area.

Key Result: 10–20 qualified leads per quarter across all service lines (not just siding).

Measurement approach: Track lead type per conversion — this is already possible since each lead can be tagged by service area at the form or CRM level.

Supporting Objective: End-to-End Attribution

Balancing lead distribution is only measurable if attribution is working. A parallel objective is to establish full source-to-resolution tracking:

• Ensure all marketing channels (Google Ads, organic, referral) are tracked through to lead outcome
• Confirm Gravity Forms conversions are mapped correctly in ^[1]
• Verify Google Ads conversion tracking is firing for all service-area forms, not just the primary contact form

Without this, the 10–20 leads/quarter KR cannot be validated.

Tactical Implications

• Google Ads: Expand campaigns beyond siding to cover decks, roofing, and other services. Each service area likely needs its own ad group or campaign with dedicated keywords and landing pages.
• SEO/Content: Use ^[1]'s Opportunities feature to identify low-competition keywords for non-siding services. The "Competitive Blind Spots" detector is particularly useful here.
• Landing Pages: Audit whether dedicated service pages exist and are conversion-optimized. The /services/deck page was flagged in X-Ray as having zero conversions and slow mobile speed — a direct blocker to lead distribution goals.
• Lead Value Clarity: The placeholder lead value in X-Ray is set at $3,000. This needs to be confirmed with the client, as variability across service types (a deck job vs. a full siding project) makes a single average difficult to pin down.

Related Issues Surfaced in X-Ray

Action Items

• [ ] Confirm average lead value per service type with Exterior Renovations client (@Ben San Fratello)
• [ ] Verify and fix attribution gaps — ensure source-to-resolution tracking is complete (@Ben San Fratello)
• [ ] Expand Google Ads campaigns to cover non-siding service areas (@Ben San Fratello)
• [ ] Review and improve Quality Scores for underperforming keywords (@Ben San Fratello)
• [ ] Email eShock re: mobile speed issues on /services/deck and other service pages (@Ben San Fratello)
• [ ] Map all Gravity Forms correctly in X-Ray lead tracking settings (@Ben San Fratello)
• [ ] Fix conversion tracking in X-Ray for Exterior Renovations (@Mark Hope)

Related

• ^[2]
• ^[3]
• ^[4]
• ^[5]