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$208,882 spent.
$92,953 actually earned.
We found the gap.

A 7-day audit of a multi-trade home service contractor in the Southeast exposed a $1.48 million attribution gap and triggered a full infrastructure rebuild. Here is exactly what happened.

What We Did
13
Platforms Installed
Foundation, automation, and intelligence stack — all in the client's name.
95%
Ad Spend Reduction
$18,989/mo collapsed to $917/mo with revenue intact and rising.
82pt
Gap Reduction
Attribution gap closed from 94% unattributed down to 12%.
"

We had been paying close to $20,000 a month and could not tell you where a single job actually came from. We did not own any of it. When Illum showed us the actual numbers from our own CRM it was a hard conversation. Now I can see exactly what every dollar is doing and it all belongs to us.

OWNER · MULTI-TRADE HOME SERVICE CONTRACTOR · SOUTHEAST US
The Situation

The contractor before Illum.

Over 20 years in a competitive coastal market. HVAC, plumbing, and electrical under one roof. Spending $8,000 to $20,000 per month with a national home service agency and reading monthly reports that showed strong revenue attribution.

ROADBLOCK / 01
Owner locked out of their own accounts.
The agency held every login — Google Ads, Meta, GA4, billing. The owner could not see, change, or export anything without asking.
ROADBLOCK / 02
Every reported number came from the agency.
There was no second source of truth. The monthly performance report was both the data and the audit of the data. No way to verify a single line item.
ROADBLOCK / 03
$18,989 a month going out, no attribution back.
Strong-looking dashboards, real invoices, real spend. But nothing in the CRM tied revenue back to the channels being billed for it.
MONTHLY AGENCY SPEND
$18,989
Average over 11-month engagement
AGENCY-CLAIMED REVENUE
$1,674,788
Per agency's own attribution report
CRM-VERIFIED REVENUE
$92,953
From same channels per ServiceTitan
ATTRIBUTION GAP
$1,480,618
Unverifiable revenue, 11-month period
METHOD — Agency revenue figures taken from their own monthly reports. CRM revenue pulled from ServiceTitan filtered by UTM source matching paid campaign tags. The difference is the attribution gap.
The 7-Day Audit · 6 Modules Scored

What we found when we got inside the accounts.

Paid Advertising
CRITICAL
SCORE
14/100
Google Ads billed to agency card. Client had no login. 14 months of pixel history non-transferable.
Website and Tracking
CRITICAL
SCORE
18/100
GTM container had 6 broken tags. GA4 was not recording form submissions. No cross-domain tracking configured.
Lead Response
CRITICAL
SCORE
22/100
Average response time to web leads: 4.2 hours. No automated follow-up. No missed-call sequence in place.
Local Presence
HIGH RISK
SCORE
31/100
GBP profile incomplete across 3 trades. Review request process fully manual. Last review 22 days prior to audit.
Follow-Up Systems
CRITICAL
SCORE
19/100
Zero automated sequences. 340 unsold estimates in CRM older than 30 days with no follow-up logged.
Customer LTV
CRITICAL
SCORE
24/100
No maintenance plan automation. No reactivation sequences. Average customer contacted 1.2 times total.
Overall infrastructure score: 21/100 — Critical. Estimated monthly revenue leaking: $4,280. Platforms not owned by the business: 11 of 13. These numbers were presented to the owner on Day 7 alongside the full written audit report and video walkthrough.
The 30-Day Build · 13 Platforms Installed

Everything installed in their name. Nothing left in ours.

Foundation
C1 · Website + Domain Transfer
C2 · GA4 + Google Tag Manager
C3 · Google Ads (full account transfer)
C4 · Meta Business Manager + Ad Account
C5 · CRM Attribution Bridge
C6 · CallRail Dynamic Number Insertion
Automation
A1 · Missed Call Text-Back
A2 · New Lead CRM Routing
A3 · Estimate Follow-Up Cadence
A4 · Post-Job Review Request
A5 · Reactivation Win-Back Sequence
Intelligence
C10 · Google Business Profile Optimization
C13 · Looker Studio Attribution Dashboard
On Day 30, Illum removed access from every platform listed above. The client received a signed credential transfer record. All accounts remain active and fully operational under the client's ownership.
Results · Jan 2026 through May 2026

Five months after the build.

MONTHLY AD SPEND
$18,989/mo
$917/mo
95% REDUCTION
REVENUE YTD
Untracked to source
$1,970,000
FULLY ATTRIBUTED
AVG CLOSED SALE
$1,102
$3,194
+190%
HOMEPAGE ORGANIC POSITION
42.6
22.6
+47% IMPROVEMENT
ORGANIC REVENUE YTD
$0 tracked
$194,823
NEW CHANNEL
HOMEPAGE CTR
1.12%
2.16%
+93%
ATTRIBUTION GAP
94% unattributed
12% unattributed
82 POINT REDUCTION
LSA ROI
-$0.42 per dollar
Campaigns paused
WASTE ELIMINATED
Methodology note: Revenue figures are from ServiceTitan filtered by UTM source tag. Organic revenue reflects sessions attributed to google/organic in GA4 with a completed call or form goal. Ad spend pulled from Google Ads and Meta billing records. All data is for the period January 1 through May 13, 2026.
The Bottom Line

$18,072 less spent every month. Revenue up, attribution clean, accounts owned.

MONTHLY SAVINGS
$18,072
ANNUALIZED
$216,864
REVENUE YTD
$1.97M
ATTRIBUTION CLEAN
88%

Your numbers tell the same story.

The Snapshot takes five minutes. Eight questions. You get a score and an estimate of what your current setup is leaking every month. No pitch. Just the numbers.

Take the Snapshot →See the full audit process
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