PestPac shows which campaigns close accounts. Google Ads still can't see a single sale.
PestPac Lead Management reports cost per lead and ROI by campaign, but Google Ads and Meta can't read that report. They only learn that someone called or filled a form, so a reschedule call counts the same as a signed quarterly plan. We send signed proposals and paid first services back to the ad platforms, tied to the original click, so spend follows the campaigns that add accounts.
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PestPac · what breaks
What goes wrong when PestPac runs your sales
- 01
"PestPac says the campaign is profitable. Google Ads says it isn't."
PestPac's campaign reports know which leads closed, but they trace each lead to a campaign URL or phone number, not an ad click. Smart Bidding never sees them and keeps chasing cheap form fills and calls.
- 02
"Every reschedule call counts as a new lead"
Voice for Pest gives your team the caller's information in PestPac, so they know it's a current customer. Google Ads doesn't, and counts the call as a new lead, making cost per lead look far better than it is.
- 03
"We can't tell which ads sold mosquito plans and which sold one-off wasp jobs"
A one-time wasp removal and a recurring rodent exclusion agreement report as the same valueless conversion, so budget drifts to whichever campaign makes the most calls, not the most contract revenue.
- 04
"Door-to-door sales and portal requests muddy the numbers"
PestPac takes leads from door-to-door reps and requests from the customer portal alongside web forms. Mixed into ad conversions, they inflate results and train bidding on people no ad ever reached.
PestPac · the fix
What changes after we fix it — PestPac
Bidding learns from signed agreements
The main conversion fires when a PestPac lead is marked sold with an e-signed proposal and its order value, so Google and Meta favor campaigns that sell recurring plans.
Your PestPac ROI and your ad platforms line up
Each sale is matched to the click that started it, so PestPac's campaign report and Google Ads stop contradicting each other.
Only new business counts as acquisition
Calls from numbers already on a PestPac customer record, portal service requests and rep-sourced leads are filtered before anything reaches an ad platform.
PestPac · architecture
What PestPac actually lets you hook into
From WorkWave's public product pages and developer portal. Anything they don't publish is confirmed on your account first.
- 1
Lead Management forms and campaign tracking
WorkWave documents custom website forms for lead capture and unique campaign URLs and phone numbers. We confirm whether your forms can carry a hidden click ID field.
- 2
PestPac API
Open to PestPac customers and approved developers, with GET and POST requests and access to scheduling, billing and payments data. WorkWave charges a one-time setup fee plus costs tied to data access and daily calls.
- 3
Webhook notifications
WorkWave says the API can notify you of data updates via webhooks. We confirm which lead, proposal and payment changes trigger one on your account.
- 4
Google Analytics and CallTrackingMetrics
Both named by PestPac for closed-loop marketing. Neither feeds Smart Bidding a signed agreement on its own, so we check what each passes back.
- 5
No documented Google Ads or Meta connection
WorkWave's integrations page lists neither, so sales reach the ad platforms through our server container or Google's offline import.
PestPac · diagnose
Where PestPac tracking breaks, in diagnostic order
We start with what Google Ads already counts, because over-counted calls are usually the first fault.
- 01
List the conversion actions in Google Ads and Meta
Call length rules, thank-you pages and form submits often overlap.
- 02
Submit a test form from an ad-tagged URL
Then open the new lead in PestPac and see whether the click ID and UTM tags survived.
- 03
Compare campaign counts side by side
PestPac leads per campaign against each platform's conversions, same dates.
- 04
Find existing customers in the conversion data
Match converted callers to PestPac customer records by phone number; reschedules and billing calls show up fast.
- 05
Check which stage means sold, and whether it carries a value
If the sold stage carries no order value, the conversion has nothing real to send.
- 06
Confirm API and webhook access
Without them, sales go back through scheduled offline imports.
PestPac · prove
The QA evidence — PestPac
Run on real leads moving through your live PestPac account.
Source of truth
PestPac Lead Management records: leads by source, campaign and stage, closed-won proposals with order value, and first-service invoices paid
- A test lead from a gclid-tagged landing page, with the click ID showing on its PestPac lead record.
- A call from an existing customer confirmed absent from ad conversions.
- One signed proposal reported once in Google Ads and once in Meta, with a shared event ID.
- Order values in each platform matched to the PestPac proposal totals.
- A lost lead and a portal service request confirmed excluded.
- Every signed proposal in a finished month traced to its conversion, or explained.
- Rerun a month later, and again whenever someone edits a PestPac lead stage or web form.
PestPac · free audit
What we check in the free audit
- List the conversion actions in Google Ads and Meta
- Submit a test form from an ad-tagged URL
- Compare campaign counts side by side
- Find existing customers in the conversion data
- Check which stage means sold, and whether it carries a value
- Confirm API and webhook access
Checked against
PestPac Lead Management records: leads by source, campaign and stage, closed-won proposals with order value, and first-service invoices paid
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PestPac · when not to buy
When you don't need this on PestPac
Some PestPac shops get more from a cleaner campaign setup than from new tracking.
- If door-to-door reps sell most new accounts and ads are a small line item, PestPac's campaign report is enough.
- If your only paid search is Local Services Ads, you pay per lead, not per click, and we first confirm whether there's any ad click to match a PestPac sale to.
- If commercial accounts come from bids and walkthroughs, not ads, tracking them as ad conversions adds noise.
- If you run one manual-bid campaign and PestPac already shows its cost per sale, decide from that report.
PestPac · what we deliver
The event map on PestPac
Web form lead
A PestPac form submitted on your site, with the click ID and UTM tags tied to the lead (we confirm whether the form can hold them). A leading signal only.
New caller from an ad
Tracked ad calls, checked against PestPac customer records by phone so existing customers drop out.
Inspection scheduled
The lead reaches the stage your team uses for a booked inspection. A qualified signal for low-volume campaigns.
Proposal signed
The main conversion: a lead marked sold with an e-signed PestPac proposal, valued from its order total and labeled by service line.
First service paid
The first invoice paid on the new account, sent as a revenue event so return on ad spend reflects cash, not promises.
Excluded on purpose
Lost leads, customer portal requests, door-to-door rep leads and renewals of existing agreements. Cancelled agreements are corrected where each platform allows it.
Written guarantee
95%+ tracking accuracy
Measured against PestPac Lead Management records: leads by source, campaign and stage, closed-won proposals with order value, and first-service invoices paid. Miss it and we keep working at no cost.
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FAQ
PestPac questions, answered
Not that WorkWave documents publicly. PestPac names Google Analytics and CallTrackingMetrics, but no Google Ads or Meta connection, so signed sales go out through a server container or an offline import.
Google's bidding can't read it, and it credits a campaign URL or number rather than the ad click Smart Bidding learns from.
For a live server-side feed, usually yes. WorkWave charges a one-time setup fee plus costs tied to data access and daily calls, with a 30-day trial on request; without it, sales go back through scheduled offline imports from PestPac exports.
Yes. Callers are checked against PestPac customer records by phone number, so a customer moving their mosquito treatment isn't a new lead.
Yes, through the Conversions API, using the email and phone on the PestPac lead, with an event ID shared with the Pixel so nothing counts twice.
They stay out of ad conversions. Counting them would flatter your campaigns and skew bidding.
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