Trade leaders often obsess over cost per lead while ignoring the bigger picture. In this Around the CAMPfire episode, hosted by Katie Donovan (Camp Digital CEO), Neal Zamore, Head of Marketing at Storr Group, reveals a proven system for managing "cradle-to-grave" KPIs across marketing, operations, and leadership.
From dissecting cost per advertising to spotting red flags in cancellation rates, Neal equips HVAC, plumbing, and electrical owners with practical tools to scale profitably. His insights blend big-company discipline with the grassroots tactics every trade leader can deploy tomorrow.
Additional Resources:
Connect with Neal Zamore on LinkedIn Learn more about Storr Group
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Key Takeaways:
- CPL is not cash: Pair cost per lead with cost of advertising to see real efficiency.
- Cradle-to-grave funnel: Track spend, calls, set rate, dispatch, turnover, and tickets weekly to catch red flags fast.
- Smoking gun metrics: When revenue dips, use funnel data to pinpoint cancel spikes, staffing gaps, or scheduling issues.
- Seasonality matters: HVAC CPLs vary heavily by season, while plumbing CPLs trend lower year-round.
- Grassroots still wins: Stickers, yard signs, and everyday branding deliver more leads than just spending more.
- Freedom with fences: Inspire creativity by setting conditions of satisfaction, not micromanaging.
