SERVICETITAN · MARKETING · INSTALLS & SMALL PROJECTS

Fill your install pipeline with qualified buyers.

Generate high-value replacement leads, nurture unsold estimates, and convert seasonal demand into Sold jobs — so your install crews stay booked and your average ticket keeps climbing.

I use:Core MarketingMarketing Pro v2

Jump to:Set Up Your Marketing Build and Launch Campaigns Monitor and Optimize Measure Impact

Set Up Your Marketing

Configure campaign categories and tracking campaigns

⚠︎ Every campaign must link to a business unit or attribution breaks. Jobs booked from an unlinked campaign will not appear in marketing ROI reports.

a. Create campaign categories to better organize and track your campaigns. Go to Settings > Operations > Campaign Categories and click Add Category. For install businesses, consider categories like Replacement Promotions, Financing Offers, Seasonal Installs, and Aging Equipment.

b. Create campaigns to track your marketing efforts outside of ServiceTitan. Go to Settings > Operations > Campaigns and click Add. Assign a name, category, business units, tracking number, source, and medium.

Create a marketing campaign Add campaign categories

Create and manage customer segments

a. Confirm your business units align with your install lines. Go to Settings > Operations > Business Units and review by trade, geography, or equipment type.

b. Review how your customer base is distributed. Go to Search > Customer and filter by job history, equipment age, or open estimates. Customers with recent diagnostic visits, aging equipment, or unsold estimates are your highest-value install prospects.

Add and edit Business Units Use Global Search in ServiceTitan

Configure text message opt-in settings

a. Register for texting with The Campaign Registry (TCR) in Settings > Your Account > Register for Texting. This must be complete before you can submit your Marketing Registration.

b. Submit your Marketing Registration in Settings > Your Account > Marketing Registration. This must be approved before you can send marketing SMS messages.

c. Go to Settings > Marketing Pro > Marketing and configure your Text Message Opt-In settings.

d. Begin generating opt-in requests for marketing text messages. You can send opt-in requests from the Customer Record, add opt-in links to your email templates and website, and add an opt-in form to your website.

Register your business for SMS and MMS delivery Submit Marketing Registration Manage Marketing Pro settings Generate opt-in requests for marketing text messages

Get customer opt-ins for SMS messages

a. Train CSRs to ask during calls: Can we send you text reminders about your upcoming service?

b. After the customer agrees, open the customer record, click Edit next to Contact Methods, click Notifications for the mobile number, turn on Job Notifications and Marketing Updates, then click Save.

SMS opt-in and opt-out workflows

Configure tracking and attribution

⚠︎ Every campaign needs a way to track calls back to the source. Without it, leads show as Unknown and you can't calculate ROI.

Track campaigns run outside of ServiceTitan

a. Go to Settings > Operations > Campaigns and open the campaign record.

b. Add the phone number you advertised (showroom signage, financing landing page, seasonal promotion mailer, etc.) so inbound calls to that number attribute to the correct campaign.

Track Recurring Service SMS campaigns

a. Add a tracking number in Settings > Phones > Phone Numbers before building the campaign, or create one during campaign setup.

b. Set the default call type (Lead or Not Lead), enter the forwarding number, and click Add Number.

Verify attribution is working

a. Test by calling a tracking number and verifying the Marketing Campaign field auto-populates on the Call Booking screen.

b. Brief your CSR team on campaign attribution. If the Marketing Campaign field shows Unknown on an inbound call, the CSR should manually select the correct campaign before saving — and flag the issue to the marketing manager.

Add or edit tracking numbers Create Marketing Campaign in ServiceTitan

Marketing Pro Ads

Configure Marketing Pro Ads

Ads Optimizer

Turn on Ads Optimizer

⚠︎ Ads Optimizer requires Google Ads, Google Analytics, and Dynamic Call Tracking (DNI) to be fully configured before you can enable it. Complete Step 6 first.

Build and Launch Campaigns

Launch an Autopilot campaign

a. Go to Marketing > Campaigns > Pro Campaigns and click Create Campaign > Autopilot campaign. Browse Foundation Campaigns for proven, high-performing options, or scroll to All Marketing Campaigns for the full library. Look for estimate follow-up and equipment replacement campaigns.

b. Select the campaign you want to launch. Review the campaign details: channel, audience, potential reach, launch date, and stop trigger.

c. (Optional) Edit the campaign text, replace images, or update the launch date. Click Revert to Original at any time to restore defaults.

d. Click Launch Campaign. Autopilot automatically assigns a tracking number.

⚠︎ If you use Phones Pro, Autopilot cannot auto-assign a tracking number. Go to Goal & Tracking and manually add one before launching.

Launch campaigns from the Get started with Marketing Pro Autopilot

Create a campaign from scratch

⚠︎ Recurring Service SMS is transactional but still requires the Marketing Updates toggle enabled on the customer's profile. SMS campaigns launch the next business day, not immediately.

a. Go to Marketing and click Create Campaign. Select SMS Text Message - Transactional Campaigns and click Next.

b. Enter a campaign name and click Start Building. Select Recurring Service as the goal, add a tracking number, and select an audience with a recurring service filter and dynamic dates.

c. Add your SMS content. Use merge tags to personalize messages with customer name, company name, tracking phone number, or scheduling links.

d. Set a stop condition, review the campaign, and click Schedule Campaign.

Create Recurring Service Campaigns using SMS

Monitor and Optimize

Track campaign performance

a. Check Marketing Scorecards on your Dashboard daily. Review leads, inbound booked jobs, sold percentage, and revenue for each campaign. Click a campaign to drill into its scorecard for cost per lead and ROI.

b. Run the Campaign Summary report. Go to Reports > All Reports and search for Campaign Summary. Filter by date range and business unit to compare which campaigns drive the highest-value sold jobs — not just the most leads.

⚠︎ Install leads have a longer sales cycle than service calls. A campaign that looks underperforming at 7 days may be your top performer at 30 days once estimates close. Evaluate install campaigns on sold revenue, not just lead volume.

Marketing Scorecards Campaign Summary report template

Marketing Pro Ads

Review digital ad performance

Ads Optimizer

Review Ads Optimizer performance

Pause or resume a marketing campaign

a. Pause campaigns when the promotion they support ends — such as a manufacturer rebate deadline, a seasonal financing offer, or an equipment closeout sale. Deactivate ended campaigns at Settings > Operations > Campaigns. Never delete campaigns — deactivating preserves history and attribution data.

b. Verify campaign-to-business-unit mapping and share campaign start and end dates with your install sales team before every launch.

Manage marketing campaigns

Troubleshoot campaign delivery issues

Campaign not sending

a. Verify your Campaign Registry (TCR) registration is approved at Settings > Phones > TCR Brand Management.

b. Confirm you have an active SMS opt-in number at Settings > Phones > Phone Numbers.

c. Check that the customer has Marketing Updates enabled on their profile.

Customer not receiving content

a. Check the customer record for Do Not Mail or opt-out status.

b. Verify the campaign stop trigger. If set to Call Created or Job Booked, the sequence stops when that event fires — the customer won't receive subsequent messages. For unsold estimate follow-up sequences, make sure the stop trigger is set to Job Booked so the sequence stops only after the estimate converts.

c. Review the Campaign Activity log for delivery status and bounce information.

Configure SMS opt-in settings Customer missing campaign content

Measure the impact

VOLUME

Campaign-attributed call volume

Track inbound calls and leads attributed to each campaign. For install businesses, fewer high-quality leads beat a flood of low-intent inquiries. Focus on leads that convert to estimates.

Dashboard > Marketing Scorecards (Leads column) ↗

CONVERSION

Inbound Booked %

Percentage of inbound leads booked into jobs. A declining rate may signal pricing objections, limited availability, or CSRs not qualifying leads properly.

Dashboard > Marketing Scorecards (Inbound Booked % column) ↗

CLOSE RATE

Sold %

Percentage of leads that resulted in completed jobs meeting the . This is the single most important metric for install businesses — it tells you whether estimates are converting to sold jobs.

Dashboard > Marketing Scorecards (Sold % column) ↗

EFFICIENCY

Cost per lead

Cost of each lead generated by a campaign. Compare across campaigns, but weigh cost per lead against sold revenue — a $200 lead that converts to a $12K install is more efficient than a $50 lead that doesn't close.

Dashboard > Marketing Scorecards > click a campaign (Cost Per Lead) ↗

GROWTH

New Customers

Number of unique inbound calls from new customer records attributed to each campaign. Track whether your install marketing is reaching new homeowners or recycling existing customers.

Dashboard > Marketing Scorecards > click a campaign (New Customers) ↗

REVENUE

Revenue by campaign

Total revenue from completed job invoices attributed to each campaign. For install businesses, this is the ultimate measure — compare campaign revenue to spend and double down on your highest-ROI channels.

Dashboard > Marketing Scorecards (Revenue column) ↗