Episode 272
- 13 minutes ago
- 1 min read
4/30/26
Topic: Scale Smarter with ROI-Driven Marketing in Pest & Lawn
Guest: Alex Booth, Digital Marketing Consultant, Coalmarch Marketing
In this episode we discuss:
Our sponsors Coalmarch by Workwave, PestSure, Voice for Pest & Forshaw
PMP Industry Insiders Peer Groups
The shift in marketing strategy from focusing on traffic metrics to prioritizing ROI and revenue attribution
How AI-driven search changes and AI overviews are altering the landscape of search traffic and lead generation
Why you must have a clear, consistent definition of a "lead" and the necessity of proper tracking processes for all business inquiries
How to leverage specific sales data and revenue attribution to make smarter, data-driven marketing decisions
Why relying solely on Google for reviews is no longer sufficient. Building a positive reputation across Yelp, Angi, the Better Business Bureau, and Facebook is critical
Actionable advice for operators, including the need to "track everything" and the evolving importance of maintaining positive reviews across multiple platforms
Resources mentioned:
Coalmarch Marketing's ROI-Driven Marketing Guide
PMP Industry Insiders Episode 203 with Alex Booth: 2025 Marketing Trend Shifts
Notable: "You can have one channel that generates 1,000 leads. If you're only closing 100 of those, that's OK. But you might have a channel that's driving 500 leads a year and you close 250 of those. I'll spend way more money in that channel because it's showing that there's way more value there." —Alex Booth, Coalmarch Marketing
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