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Conversion tracking for facilities management, measured in contract term

Facilities management contracts are multi-year, multi-site and won through procurement rather than through a form. A single award can exceed a year of every other opportunity in the pipeline combined, which means the usual advice about conversion volume and automated bidding simply does not apply — there are not enough conversions for any algorithm, and each one is enormous.

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By Ariful IslamFacilities management, in short ↓

Getting and tracking leads for facilities maintenance companies

Where a commercial maintenance company's work comes from, and which leads to count

ServiceChannel work orders, unit turns from property managers who already know you, and homeowners who want a ceiling fan hung all land in one inbox, and the ad account counts the homeowners as wins. Count a lead when a property manager or commercial operator asks for a make-ready quote, a maintenance agreement or your vendor packet, and keep platform work orders out of ad reporting.

Commercial maintenance work arrives three ways. Work orders dispatched through ServiceChannel, Corrigo, Fexa or Lessen come from clients who already approved you as a vendor; no ad created them. Property managers with apartment turns, office tenants and small retail chains search for 'make ready service' or 'commercial handyman', call, and ask for a certificate of insurance before any work. And homeowners searching for a handyman fill in the same form. If the form and the call count as one conversion, Google Ads cannot tell a portfolio manager from a single faucet repair, and bidding follows the volume.

The cost is a crew booked with one-off residential jobs and a sales calendar empty of the managers who send turns every month. Worse, when platform work orders sit in the same reports, paid media gets credit for revenue it never touched. A ten-minute check: take last quarter's new commercial accounts and find how each one first reached you. Then open Google Ads conversions for the same period and count how many were homeowners, job seekers looking for maintenance technician work, or existing clients asking about an open work order.

Fixed means separate conversions for a commercial quote, a vendor-packet request and a residential enquiry, platform work orders excluded from marketing data, and the first completed work order for each new account sent back from Jobber or Housecall Pro with the account's original source. The free thirty-minute audit starts with last quarter's new accounts.

Where the leads come from

Google Search adsProperty managers and operators searching make-ready, turnover, commercial handyman and building maintenanceKeep residential handyman intent out with negatives and its own campaign; import the first completed work order.
ServiceChannel, Corrigo, Fexa, LessenDispatched work from national clients once you are an approved vendorClient-dispatched, never an ad conversion; the marketing event is the vendor application, not the work order.
LinkedInRegional property managers and facility directors by titleJudge on vendor packets requested and first work orders, not on lead form volume.
Business ProfileLocal searches and the reviews property managers check before callingService-area profile with the address hidden; track its calls apart from ads.
Portfolio referralsIntroductions from managers at other properties in the same portfolioRecord the referring manager on the account so portfolio growth is not credited to ads.

Which calls count

Count it when
Count the call when a business caller asks for a quote on unit turns, recurring maintenance or a repair at a commercial property, or asks what you need to become their vendor. Homeowner handyman requests are tracked on their own, if you take them at all.
Minimum duration
A real commercial call covers the property, the scope and the paperwork, so it runs longer than a homeowner asking for a price. Start near ninety seconds and adjust from recordings.
After hours
Clients report night emergencies on the maintenance line they already have. Those are existing-client calls, so keep that line out of ad tracking and run new-business ads during office hours.

Where each lead should land

Search ad form or call from a property manager
Client in Jobber or Housecall Pro with the click ID or tracked call source, so the first completed work order can go back to Google Ads.
Platform work order
Logged from ServiceChannel or Corrigo with the platform as source and excluded from marketing reports.
Vendor packet request
CRM contact at a vendor-onboarding stage, so approvals can be counted as a milestone.
Residential enquiry
Separate customer type, so it never sets the bids for commercial campaigns.

Facilities management · what breaks

What facilities management companies usually run into

  1. 01

    Very few, very large awards

    Too little volume for any bidding algorithm.

  2. 02

    Tender cycles measured in quarters

    Well past every attribution window.

  3. 03

    Multi-site contracts of wildly differing size

    One award is not comparable to another.

Facilities management · the fix

What changes — Facilities management

  • Awarded contracts as the conversion

    At total contract term value.

  • Identifier stored on the account

    Because nothing else survives a tender.

  • Reporting built for low volume

    Annual windows and manual control.

Facilities management · architecture

The conversion map for facilities management companies

Five events over a cycle measured in quarters.

  1. 1

    Enquiry or tender notice

    Often by email to a general inbox.

  2. 2

    Pre-qualification

    A real filter.

  3. 3

    Tender submitted

    Substantial unpaid effort.

  4. 4

    Contract awarded

    The money event, at term value.

  5. 5

    Mobilisation

    Where delivery cost is incurred.

Facilities management · diagnose

Where facilities management companies tracking usually breaks

  1. 01

    Volume too low for automated bidding

    A handful of awards a year trains nothing.

  2. 02

    Cycles outrunning every attribution window

    Store the identifier yourself or lose the award entirely.

  3. 03

    Tender notices arriving with no session

    They must be tagged at intake or the origin is unrecoverable.

  4. 04

    Award sizes varying by an order of magnitude

    Averages across them describe nothing.

Facilities management · prove

How the work is proven — Facilities management

Source of truth

The CRM — awarded contracts by date, at total term value

  • Awards reconciled per account against what each platform reports.
  • Conversions deduplicated to one per organisation.
  • Term value stated with the assumptions behind it.
  • Tender-sourced leads tagged at intake.

Facilities management · free audit

What we check in the free audit

  • Volume too low for automated bidding
  • Cycles outrunning every attribution window
  • Tender notices arriving with no session
  • Award sizes varying by an order of magnitude

Checked against

The CRM — awarded contracts by date, at total term value

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Facilities management · when not to buy

What lands in your monthly report — Facilities management

  • Awarded contracts and term value, over a year rather than a month.
  • Cost per award, with the small-sample caveat stated.
  • Tender-to-award rate.
  • Pipeline by stage, since the pipeline is the more useful ongoing signal.

Facilities management · what we deliver

The flow we build — Facilities management

  • Click identifier captured and persisted

    Written onto the account at first contact.

  • Carried through a procurement cycle

    That no cookie would survive.

  • Awarded contract fires the conversion

    At term value.

  • Terminated contracts reversed

    Against the reported value.

Written guarantee

95%+ tracking accuracy

Measured against The CRM — awarded contracts by date, at total term value. Miss it and we keep working at no cost.

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FAQ

Facilities management questions, answered

Realistically no. A handful of awards a year gives a bidding algorithm nothing to learn from, and the honest recommendation is accurate reporting with manual control.

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