SERVICETITAN · MARKETING · CONSTRUCTION & LARGE PROJECTS
Build a commercial pipeline that closes.
Win commercial contracts by targeting the right properties, nurturing facility manager relationships, and tracking every touchpoint from first call to signed agreement — so your project crews stay booked and your contract value keeps growing.
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 commercial businesses, consider categories like Property Management Partnerships, Trade Shows & Events, Referral Networks, Commercial Service Agreements, and Seasonal Maintenance.
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.
a. Create campaign categories to better organize and track your campaigns. Go to Settings > Operations > Campaign Categories and click Add Category. For commercial businesses, consider categories like Property Management Partnerships, Trade Shows & Events, Referral Networks, Commercial Service Agreements, and Seasonal Maintenance.
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 campaign categories to organize your campaigns
a. Create campaign categories to better organize and track your campaigns. Go to Marketing > Campaigns > Campaign Manager and click the Campaigns Categories tab. For commercial businesses, consider categories like Property Management Partnerships, Trade Shows & Events, Referral Networks, Commercial Service Agreements, and Seasonal Maintenance.
b. Click Add Category to add a new category.
Track your marketing campaigns outside of ServiceTitan
a. Go to Marketing > Campaigns > Campaign Manager.
a. Confirm your business units align with your commercial service lines. Go to Settings > Operations > Business Units and review by trade, geography, or property type.
b. Review how your commercial customer base is distributed. Go to Search > Customer and filter by customer type, location count, or service history. Multi-location accounts, customers with expiring service agreements, and properties without active agreements are your highest-value targets.
⚠︎ Editing an active audience affects live campaigns. Instead, you can clone the audience to make your changes.
a. To create a new audience, go to Marketing > Audiences and click Create New. Select Retain Customers or Acquire New Customers. For commercial campaigns, use Retain Customers to target accounts with expiring service agreements or dormant properties. Use Acquire New Customers to reach new property managers and facility owners in your service area.
b. Add Include groups and Exclude groups to define your targeting. Choose static dates for one-time campaigns (trade show follow-ups, seasonal proposals) or dynamic dates for automated campaigns (agreement renewal reminders).
c. Review the audience Reach (hover for email, mail, and phone counts) and click Continue to save.
⚠︎ Editing an active segment affects live campaigns. Instead, you can clone the audience to make your changes.
a. To create a new audience segment, go to Marketing > Audiences > Retention Segments (or Acquisition Segments) and click Create Segment. For commercial campaigns, use Retention Segments to target accounts with expiring agreements or declining service frequency. Use Acquisition Segments to reach new commercial prospects.
b. Add inclusion and exclusion filters using the attributes about someone and attributes about something. Use dynamic dates for automated agreement renewal campaigns so accounts enter the audience automatically as their agreements approach expiration.
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.
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 > Marketing Pro > SMS Settings > SMS Marketing Registration. This must be approved before you can send marketing SMS messages.
c. Configure SMS opt-in settings in Settings > Marketing Pro > SMS Settings > SMS 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.
a. Train CSRs to ask during calls: Can we text you reminders when maintenance visits are coming up for your properties?
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.
a. Train CSRs to ask during calls: Can we text you reminders when maintenance visits are coming up for your properties?
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.
Marketing SMS opt-in
⚠︎ Marketing SMS messages require explicit opt-in. Do not send opt-in requests in bulk — unexpected requests get flagged as spam and increase opt-outs. Build your list gradually.
a. Train CSRs to ask: Would you like us to text you about upcoming maintenance windows and new service capabilities for your properties? If yes, open the customer record, click Edit next to Contact Methods, and click Send Request. The customer must reply to confirm.
b. Add opt-in options to your website and emails. Go to Settings > Marketing Pro > Marketing > Text Message Opt-In. Copy the Opt-In Website Link for your email templates and website. Generate an Embeddable Opt-In Form for your site (also creates a lead for new customers).
c. Configure a technician form in ServiceTitan Mobile to apply the Request SMS Opt In tag when a facility contact agrees during a site walkthrough.
d. Go to Marketing > Audiences > Contacts and filter by opt-in status to track your reachable audience over time.
a. Train CSRs to ask during calls: Can we text you reminders when maintenance visits are coming up for your properties?
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.
Marketing SMS opt-in
⚠︎ Marketing SMS messages require explicit opt-in. Do not send opt-in requests in bulk — unexpected requests get flagged as spam and increase opt-outs. Build your list gradually.
a. Train CSRs to ask: Would you like us to text you about upcoming maintenance windows and new service capabilities for your properties? Then send the request from the customer record (Edit > Contact Methods > Send Request).
b. Add opt-in options to your website and emails. Go to Settings > Marketing Pro > SMS Settings > SMS Opt-In Settings > Configure. Copy the Opt-In Website Link and generate the Embeddable Opt-In Form.
c. Configure a technician form to apply the Request SMS Opt In tag when a facility contact agrees during a site walkthrough.
d. Go to Marketing > Audiences > Contacts and filter by opt-in status to track your reachable audience over time.
⚠︎ 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 (trade show booth, commercial fleet wrap, property management newsletter, 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.
⚠︎ Never reuse tracking numbers across campaigns. Reusing a number merges attribution data and makes it impossible to measure individual campaign performance.
⚠︎ A campaign without a tracking number generates Unknown lead sources — breaking your ability to calculate ROI.
Add tracking numbers
a. Add tracking numbers in Settings > Phones > Phone Numbers before building campaigns, or create them during campaign setup. Set the default call type (Lead or Not Lead) and enter the forwarding number.
b. Autopilot campaigns include a tracking number by default. For all other campaign types, assign a tracking number before launching.
Verify attribution is working
a. Test at least one number by calling it 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 broken tracking number to the marketing manager.
⚠︎ Never reuse tracking numbers across campaigns. Reusing a number merges attribution data and makes it impossible to measure individual campaign performance.
⚠︎ A campaign without a tracking number generates Unknown lead sources — breaking your ability to calculate ROI.
Add tracking numbers
a. Add tracking numbers in Settings > Phones > Phone Numbers before building campaigns, or create them during campaign setup. Set the default call type (Lead or Not Lead) and enter the forwarding number.
b. Autopilot campaigns include a tracking number by default. For all other campaign types, assign a tracking number before launching.
Verify attribution is working
a. Test at least one number by calling it 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 broken tracking number to the marketing manager.
a. Connect Google Ads: Go to Settings > Integrations > Marketing Integrations > Google Ads > Configure and sign in with your Google Ads credentials.
b. Connect Google Analytics: Go to Settings > Integrations > Marketing Integrations > Google Analytics > Configure and link your Analytics property.
c. Set up Dynamic Call Tracking (DNI): Go to Settings > Integrations > Marketing Integrations > Dynamic Call Tracking > Configure. Install the JavaScript snippet on your website so phone numbers swap based on the visitor's ad source.
d. (Optional) Connect Meta (Facebook) Ads: Go to Settings > Integrations > Marketing Integrations > Meta Ads Integration > Configure and sign in with Meta Business Manager credentials.
e. (Optional) Configure Webform Attribution and Call Extensions for additional attribution coverage.
⚠︎ 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.
a. Go to Marketing > Campaigns > Ads Optimizer and click Get Ads Optimizer > Place Order. Revenue Import activates automatically — job revenue flows into Google Ads as conversion values, and your customer list syncs daily to improve targeting.
b. (Optional) Enable Bid Experiments to automatically test value-based bidding strategies in your Google Ads account. For commercial businesses, value-based bidding is especially impactful because contract values range widely — a preventive maintenance agreement is worth far more than a single emergency call.
c. (Optional) Set up Capacity Awareness alerts to notify your team when your project schedule has openings or is overbooked — scale ad spend accordingly.
d. (Optional) Activate Job Value Predictor (JVP) to send predicted job values to Google Ads, enhancing Smart Bidding performance.
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.
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.
a. Go to Marketing > Campaigns > Autopilot Campaigns. Browse Foundation Campaigns or All Marketing 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. For deeper edits, click Edit in Advanced Builder to create a draft copy with full control over the template and audience segment.
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.
⚠︎ 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.
⚠︎ Direct mail cannot be recalled after submission. Double-check your audience, creative, and offer before scheduling — a misprint reaches every mailbox.
a. Go to Marketing > Campaigns > Pro Campaigns and click Create Campaign. Select your channel: Email, Direct Mail, or SMS.
b. Set the goal, add a tracking number, select an audience, and build your content. Use merge tags to personalize with customer name, address, membership status, or appointment details. For commercial accounts, personalize with property name and agreement details to reinforce the relationship.
c. Click Schedule Campaign > Launch Now or Schedule for Later.
⚠︎ Direct mail cannot be recalled after submission. Double-check your audience, creative, and offer before scheduling — a misprint reaches every mailbox.
a. Go to Marketing > Campaigns > Campaign Manager and click Create Campaign > Pro Campaign. Enter a campaign name and click Start Building.
b. Set your goal (marketing or transactional), add a tracking number, and select a segment. Choose one-time for a specific launch date (pre-season maintenance push, trade show follow-up) or automated to send as new contacts qualify (agreement renewal reminders, post-inspection follow-ups).
c. Click Add Content and add one or more content steps — email, direct mail, SMS, or a multi-step sequence combining all three. Use merge tags to personalize your content. A multi-step sequence works well for agreement renewals: email with scope and pricing at 90 days, direct mail proposal at 60 days, SMS check-in at 30 days.
d. Confirm your sender contact details and click Schedule Campaign.
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 commercial accounts.
⚠︎ Commercial leads have the longest sales cycle of any business process. A campaign that looks flat at 30 days may be your top performer at 90 days once proposals close. Evaluate commercial campaigns on sold revenue and contract value, not lead volume.
a. Go to Marketing > Analytics > Marketing Overview to see total calls, booked jobs, sold jobs, and revenue across all campaigns. Use the date filter to compare performance quarter over quarter — commercial work often follows budget cycles, not seasons.
b. Drill into individual campaigns to review email open rates, click rates, SMS reply rates, and direct mail delivery. Compare cost per lead and ROI across channels to find your best-performing campaigns.
c. Check Marketing Scorecards on your Dashboard for a real-time snapshot of today's campaign-driven call volume and booking activity.
d. Run the Campaign Summary report for a detailed breakdown by campaign. Go to Reports > All Reports and search for Campaign Summary.
⚠︎ Commercial leads have the longest sales cycle of any business process. A campaign that looks flat at 30 days may be your top performer at 90 days once proposals close. Evaluate commercial campaigns on sold revenue and contract value, not lead volume.
a. Go to Marketing > Analytics > Marketing Overview to see total calls, booked jobs, sold jobs, and revenue across all campaigns. Filter by business unit to compare performance across commercial service lines.
b. Go to Analytics > One-Time Campaigns or Automated Campaigns to review performance by campaign type. Click the Email Metrics, Direct Mail Metrics, SMS Metrics, or Multi-Channel Metrics tab to compare channel effectiveness.
c. Drill into individual campaigns to review delivery, engagement, and revenue attribution. Use the Performance Chart to spot trends over time.
d. Check Marketing Scorecards on your Dashboard for a real-time snapshot of today's campaign-driven call volume and booking activity.
e. Run the Campaign Summary report for a detailed breakdown by campaign. Go to Reports > All Reports and search for Campaign Summary.
⚠︎ Commercial leads have the longest sales cycle of any business process. A campaign that looks flat at 30 days may be your top performer at 90 days once proposals close. Evaluate commercial campaigns on sold revenue and contract value, not lead volume.
a. Go to Marketing > Analytics > Marketing Overview and review call booking rate, run rate, and close rate. For commercial businesses, close rate matters more than volume — one $50K service agreement from a well-targeted ad is worth more than 50 residential leads.
b. Review the Performance Table to compare ROI across campaigns, ad groups, and keywords. Add Assisted Leads and Assisted Revenue columns to spot undervalued campaigns.
c. Set costs for offline campaigns so ROI is accurate.
⚠︎ Commercial ad spend should be evaluated over longer windows. A facility manager may see your ad in January, research your company in March, and sign an agreement in June. Attribution windows that are too short will undervalue your digital campaigns.
a. Go to Marketing > Campaigns > Ads Optimizer and review bid experiment results and campaign performance on the Performance tab.
b. Check Capacity Awareness alerts regularly. For commercial businesses, capacity signals reflect your project crew availability — scale acquisition ads up when crews have openings, down when the project schedule is full.
c. Review Optimizer Impact to see the lift Ads Optimizer is creating based on your performance baseline and profit margin.
a. Pause campaigns when the promotion they support ends — such as a seasonal maintenance push, a trade show follow-up window, or a budget-cycle-aligned proposal deadline. 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 commercial sales team before every launch.
a. Pause campaigns when the promotion they support ends — such as a seasonal maintenance push, a trade show follow-up window, or a budget-cycle-aligned proposal deadline. Go to Marketing > Campaigns > Pro Campaigns, find your campaign, and click More > Stop or Resume.
b. Verify that any offers or agreement terms referenced in your campaign content are still current before resuming a paused campaign.
a. Pause campaigns when the promotion they support ends — such as a seasonal maintenance push, a trade show follow-up window, or a budget-cycle-aligned proposal deadline. Go to Marketing > Campaigns > Campaign Manager, find your campaign, and click More > Stop.
b. Use scheduled stop dates to align campaigns with proposal deadlines or budget cycles automatically. This prevents campaigns from running past their relevance window.
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 multi-step agreement renewal sequences, make sure the stop trigger allows the full sequence to run before the agreement expiration date.
c. Review the Campaign Activity log for delivery status and bounce information.
Track inbound calls and leads attributed to each campaign. For commercial businesses, lead volume will be lower than residential — focus on lead quality and whether calls are coming from decision-makers at target properties.
CONVERSION
Inbound Booked %
Percentage of inbound leads booked into jobs. A declining rate may signal that CSRs aren't qualifying commercial leads properly or that scheduling can't accommodate the longer appointment windows commercial work requires.
CLOSE RATE
Sold %
Percentage of leads that resulted in completed jobs meeting the sold threshold. For commercial businesses, this metric captures whether site visits and proposals are converting to signed agreements — the ultimate measure of sales effectiveness.
EFFICIENCY
Cost per lead
Cost of each lead generated by a campaign. For commercial marketing, a higher cost per lead is acceptable if those leads convert to high-value agreements. Weigh cost per lead against contract value, not just lead count.
GROWTH
New Customers
Number of unique inbound calls from new customer records attributed to each campaign. Track whether your commercial marketing is reaching new properties and facility managers or recycling existing accounts.
REVENUE
Revenue by campaign
Total revenue from completed job invoices attributed to each campaign. For commercial businesses, compare campaign revenue to spend over 90-day windows to account for the longer sales cycle.