A multi-branch residential pest control company · About 50 techs across 3 branches
A Novare engagement. The client's name is withheld.
Which of our marketing actually brings in customers?
The answer The owner asked the AI analyst and had the answer in seconds: search ads and reviews, not paid social.
- $470 → $400cost to win a customer
- +115customers a year, same budget
- Secondsto answer, not a day of exports
A Novare engagement. The client's name is withheld.
The question
The company spent about $25K a month on ads. Leads came from calls, web forms and reviews, and each lived in a different system. Answering a simple question meant a day of exports and a pivot table.
- Jobs and customers in the field-service system. Calls in call tracking. Reviews and messages somewhere else.
- Ad spend in yet another place.
- The owner wanted answers by branch, not a stack of reports.
What we looked at
We connected the systems the company already used into one data model on Novare Pest.
- Every lead can be followed from the first call or form to a paying customer.
- Spend sits next to leads and new customers by channel and by branch.
- The cockpit shows cost per lead and cost to win a customer for each channel.
Generic source labels.
What we built
One source of truth
Field-service, call tracking, reviews and messaging, and ad spend, synced automatically.
Operating dashboards
Revenue, customers, sales, technicians and billing, filterable by branch.
A marketing cockpit
Spend, cost per lead and cost to win a customer by channel, with call attribution.
An AI analyst (Beta)
Ask a plain-English question about your own data and get an answer with its source.
Which marketing actually brings in customers?
Reviews and referrals, then search ads. Paid social has the cheapest leads, about $55 each, but it costs about $690 to win a customer from them.
- Reviews and referrals: $60 per lead, $150 to win a customer
- Search ads: $140 per lead, $465 to win a customer
- About 1 in 5 inbound calls after 5 pm went unanswered last month
Source: call tracking, ad spend and the field-service system, last 90 days.
The answer and the money
The owner moved about $4K a month from paid social into search ads and review requests, and set up after-hours call coverage. On the same $25K budget, cost to win a customer fell from about $470 to $400, or roughly 115 more customers a year.
| Before | After | Change | |
|---|---|---|---|
| Cost to win a customer (blended) | About $470 | $400 | About $70 lower |
| New customers a year, same budget | — | About 115 more | +115 a year |
| Monthly ad budget | About $25K | $25K, with about $4K moved from paid social to search ads and review requests | No change in total |
| Time to answer a simple question | A day of exports and a pivot table | Seconds, from the AI analyst (Beta) | Seconds, not a day |
- ChannelCost per leadCost to win a customer
- Search ads$140$465
- Paid social$55$690
- Directories$95$475
- Reviews and referrals$60$150
The data was always there. Now it is in one place, and the owner can just ask. The automatic ad spend sync and the AI analyst (Beta) setup shown here were built for this client and are not yet standard features of Novare Pest. Novare Pest is in Beta; see novarepest.com.
The work behind this story
Systems involved: FieldRoutes (field service), CallRail (call tracking), Podium (reviews and messaging) and ad spend, connected on Novare Pest.
A Novare engagement. The client's name is withheld. Results vary by business. One company's results are not a forecast for another.
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