SYSTEM · ACTIVEBUILD v4.2.1GTM-SS · ATTRIBUTED
TORONTO · --:-- ESTCONSULT QUEUE · 3 OPEN
Long Tail
Book Consult
[ INDUSTRY-01 ] // CANADIAN HOME IMPROVEMENT CONTRACTORS

Built for the operators who live by the inbound call.

Your foreman is on a roof. Your office manager is on another call. Your best closer is on the way back from a quote. The phone rings. The form sits. The homeowner calls the next name on the list. We build the layer that picks up, follows up, and tracks every dollar back to the ad that earned it.

Run My Diagnostic →
$3M–$80M REVENUE//10–80 EMPLOYEES//GTA · YYC · YEG · YVR · YOW //PIPEDA · BY DEFAULT
FIG. 01 · M-04 · LEAD SCORE GAUGETORONTO: 43.6532° N / -79.3832° W
Blueprint-style gauge diagram showing a lead score from zero to one hundred, divided into Cold, Warm, and Hot zones, with the needle pointing to Hot. Represents the M-04 Lead Score and Prioritization install.
[ 01 ] // RECOGNITION

Your day, in four numbers.

None of these are estimates of your business. They are industry benchmarks across home services in Canada and North America. They are the gravity every contractor we audit is pushing against, before we install a single thing. If three of these feel close to your number, the rest of this page is for you.

[ R-01 ]
21%

Calls that ring out

Average share of inbound calls that go unanswered at home services businesses. After 5 p.m. the number gets worse. After 9 p.m. it is close to total.

SOURCE: Invoca — home services inbound call benchmarks
[ R-02 ]
78%

Lead, then competitor

Share of buyers who go with whoever calls back first. Contact rates collapse roughly tenfold after the first five minutes. The race is faster than most contractors think.

SOURCE: Harvard Business Review / Oldroyd (MIT)
[ R-03 ]
~17%

Revenue that goes dark

Typical share of inbound revenue going "dark" in reporting on contractors without dynamic call tracking. The call earned the job. Nobody can prove which ad earned the call.

SOURCE: Long Tail Infrastructure Audits, n=24 (2023–2025)
[ R-04 ]
30–50%

Ad spend you can't trace

Share of conversion data lost on browser-side tags after iOS 14.5, ITP, and ETP. Your campaigns are optimising on a fraction of the data they think they have.

SOURCE: Apple ITP documentation, Meta CAPI documentation

// These are averages. The number in your business is on the next page.

[ 02 ] // THE LEAKS

Four places contractor revenue goes missing.

Every contractor we audit is bleeding revenue in the same four places. Different verticals, different markets, different ticket sizes — the leaks are the same. Here is each one in the language the office actually uses to describe it.

A homeowner submits a form at 2:14 p.m. Your team sees it at 4:40, after a roof inspection. By then they have already booked the first competitor that called back. Contact rates collapse roughly tenfold after five minutes. Most contractors average one to two follow-up attempts before the lead is written off.
[ 03 ] // OPERATORS

Operators we build for.

Different trade. Same operating reality. High-ticket, inbound-driven, paid media spend, and a phone that has to ring. If your business looks like one of these, the playbook applies the same way.

Roofing blueprint icon

Roofing

Residential replacement, storm response, and commercial flat — where every ring is a deal.

Windows & Doors blueprint icon

Windows & Doors

Replacement contracts where the homeowner is calling three competitors the same week.

HVAC blueprint icon

HVAC

Install, replacement, and heat-pump conversion — long quotes, fast decisions.

Siding & Exteriors blueprint icon

Siding & Exteriors

Cladding and exterior work where the season is short and the funnel can't leak.

Solar blueprint icon

Solar

Residential solar where the close depends on speed-to-quote and clean attribution.

Remodelers blueprint icon

Remodelers

Kitchen and bath above $30K, where one missed call is a quarter of a quota.

Foundation & Water Proofing blueprint icon

Foundation & Water Proofing

Kitchen and bath above $30K, where one missed call is a quarter of a quota.

Decks & Outdoor blueprint icon

Decks & Outdoor

High-end decks, fencing, and outdoor structures — short season, sharp competition.

// If your trade isn't here but your average ticket is over $8,000 and your phone rings — call us anyway.

[ 04 ] // THE STACK

The four installs. One stack. Yours to keep.

Four installs, designed to interlock. Most contractors start with M-00 plus M-01, then add M-02 or M-03 once attribution is clean. Every install is a documented, durable system the business owns. If our engagement ends, the stack keeps running.

Fix Your Front Door. — blueprint diagram for install M-00

The base layer underneath every other install. Site speed, mobile forms, webhook delivery, consent and compliance. The part of your site you don't look at — the part that decides whether everything else can be measured.

  • Core Web Vitals remediation and mobile-form rebuild.
  • Server-side form layer, webhook delivery receipts, UTM preservation.
  • PIPEDA-compliant cookie consent, bilingual where the market requires it.
SEE THE INSTALL /front-door

// Lead Scoring (M-04) is available to clients after 6+ months of clean attribution data.

[05] // EVIDENCE

Canadian operators. Attributed numbers.

[ VAULT-03 ]

Roofing operator — Vaughan, ON

+284% |attributed revenue, 11 MONTHS post-install

Attribution lived in a spreadsheet maintained by the office manager. Closed-loop reporting did not exist. We installed server-side GTM, Meta CAPI, Google Enhanced Conversions, dynamic call tracking, and a daily-refreshed Looker workspace. Within 11 months, attributed revenue from paid media tripled and CAC dropped 41%.

“

We used to fight every quarter about which channel was working. Now the answer takes thirty seconds and a quick look at an accurate dashboard.

”
— Owner, $22M roofing operation
[ VAULT-04 ]

HVAC operator — Calgary, AB

cut $7K/mo |Meta spend, booked more jobs

Meta optimised on form-fill volume. Roughly $7,000 a month of spend was producing leads that never closed, and nobody could see it because the CRM never told Meta which deals won. We wired closed-loop CAPI and fed revenue back. Lead volume went down. Booked jobs went up.

“

First time I've ever cut ad spend and gotten more jobs in the same month. The platform finally knew what we actually wanted.

”
— GM, $14M HVAC operator
[ 06 ] // FIT

If two of these describe you,
the rest of this is for you.

FIT LIST
  • You do $3M to $80M a year, with an average ticket above $8,000.
  • You already spend $10,000 a month or more on paid media.
  • Inbound phone calls & forms are a meaningful share of how deals close.
// AND JUST AS HONESTLY:
ANTI-FIT LIST
  • You're a handyman, single-truck operator, or under $1M revenue. Not for you.
  • You're a national franchise with corporate-mandated tracking. Not for you.
  • You don't run ads and don't plan to. Nothing here applies.

If you're not sure where you land, the diagnostic call is the easiest way to find out. We'll tell you on the call if you're not a fit. Saves both of us a quarter.

[ 07 ] // NEXT STEP

Book the diagnostic. Find theleaks. Decide later.

A discovery call. We map your inbound funnel from the moment a homeowner clicks to the moment the job closes. You walk away with a written list of where revenue is leaking and what each leak is costing. No deck. No pitch. Signed NDA before we start.

Run My Diagnostic →
// 22-MIN CALL•NO DECK•SIGNED NDA•YOUR PIPELINE, NOT OURS
[ 08 ] // QUESTIONS, ANSWERED STRAIGHT

Questions, answered straight.

If you do residential roofing, windows and doors, HVAC, siding, solar, foundation and waterproofing, kitchen and bath remodelling, or higher-end decks and outdoor structures in Canada, yes. The playbook is the same across these trades because the operating reality is the same: high-ticket, inbound-call-driven, paid media spend, and a phone that has to ring.

Stop bleeding jobs you already paid for. Start running like a business that can count.

Book a discovery diagnostic call. We’ll walk your site, your ads, and your intake — and map exactly where your growth is leaking. You’ll leave with a ranked list of leaks in dollar terms, and a clear answer on whether we’re the right firm to seal them. (Sometimes we’re not. We’ll tell you.)

Fix Your Leaks →
// NEXT AVAILABLE SLOT · THU 14:20 EST