General Questions
What is Marketing Pro Ads?
Marketing Pro Ads is a feature of ServiceTitan Marketing Pro that helps you get better insights and maximize the return on investment (ROI) for your digital advertising campaigns, primarily on Google Ads. It achieves this by directly connecting your ad performance data, like impressions and clicks, with the actual job and revenue data you have in ServiceTitan.
Key Benefits:
True ROI: It links ad spend to booked jobs and revenue, so you know exactly which campaigns, ad groups, and keywords are most profitable.
Optimization: It offers tools like Ads Optimizer, powered by Titan Intelligence, that use your ServiceTitan data to automate bidding strategies and focus your budget on driving higher-quality, higher-value leads.
Full-Funnel Visibility: It gives you an end-to-end view of the customer journey, from seeing an ad to booking a job and generating revenue.
Accurate Data: Integrated Dynamic Call Tracking automatically attributes unique phone numbers to each ad source, ensuring accurate measurement of leads that come in through phone calls.
In short, Marketing Pro Ads moves beyond simply tracking clicks. It uses your ServiceTitan operational data to help you spend your ad budget where it will drive the most profitable business.
How does Marketing Pro Ads work?
Marketing Pro Ads helps you get the most value from your Google Ads campaigns by connecting your advertising spend directly to the jobs and revenue inside ServiceTitan.
Unlike general advertising tools, Marketing Pro Ads is an integrated solution built for the trades. Its main function is to give you a clear, full-funnel view of your return on investment (ROI).
Here’s how Marketing Pro Ads works:
Integrates with Google Ads and Analytics: It links your Google Ads and Google Analytics accounts directly with your ServiceTitan data.
Smart Attribution and Dynamic Call Tracking: This is where the magic happens.
It uses Dynamic Number Insertion (DNI) to automatically assign unique, trackable phone numbers to each of your ad sources.
When a customer calls one of these numbers, ServiceTitan automatically links the inbound call—and the resulting job and revenue—to the exact campaign, ad group, or keyword that generated the lead.
Ads Optimizer (Powered by Titan Intelligence): Ads Optimizer uses your revenue and job data to train Google to optimize your campaigns for more high-quality, high-revenue leads, rather than just optimizing for call volume.
Clear ROI Visibility: All of this integrated data gives you a single, comprehensive dashboard where you can track metrics like:
Total leads
Cost per lead
Booked and sold jobs
True revenue generated by each campaign
In short, Marketing Pro Ads eliminates the guesswork by showing you, dollar-for-dollar, which digital ads are actually profitable for your business.
What is a campaign?
A campaign is a set of ad groups that share a budget, location, and other settings. Each campaign is designed around a specific goal, such as increasing calls for a particular service.
How do I track my ad performance?
You can track your ad performance from the Marketing Pro Ads Dashboard. The dashboard provides a high-level overview of your campaigns, including key metrics like booked jobs, revenue, and return on ad spend. For more, see Marketing Pro Ads Analytics.
Can I use Marketing Pro Ads with my existing Google Ads account?
Yes, you can link your existing Google Ads account to Marketing Pro Ads.
How does Marketing Pro Ads track phone calls?
Marketing Pro Ads uses Dynamic Call Tracking to accurately link phone calls back to your specific Google Ads campaigns.
This process involves unique tracking numbers that change based on where the customer saw your ad, which ensures accurate campaign attribution. For more, see Dynamic Call Tracking using DNI integration.
Can I use my existing phone numbers for call tracking?
Yes, you can use your existing phone numbers. However, we recommend using the unique phone numbers provided by Marketing Pro Ads. These numbers are an important part of the ad optimization process.
Does Dynamic Number Insertion (DNI) require Marketing Pro Ads?
Yes, DNI requires Marketing Pro Ads. To get started with Marketing Pro Ads, request a demo on our Pro Products page, or reach out to your Customer Success Manager (CSM) or Pro Account Manager (PAM). For more, see Dynamic Call Tracking using DNI Integration.
Can I link multiple Google Ads accounts for different businesses to the same ServiceTitan account?
Yes, you can link multiple Google Ads accounts to a single ServiceTitan account. To easily distinguish between them, we recommend using a clear naming convention. For example, if you have Business A and Business B, you can start each of Business A’s campaigns with an A and each of Business B’s campaigns with a B.
You can then sort your campaigns alphabetically in ServiceTitan to track each business’s performance.
Should I disable regular tracking conversions in Google Ads after integrating with Marketing Pro Ads?
You can choose to keep or disable your non-ServiceTitan conversions in Google Ads. ServiceTitan does not edit or affect your existing Google Ads conversations.
Can Dynamic Number Insertion (DNI) use local numbers in addition to toll-free numbers?
Yes, when setting up DNI, you can choose between local numbers or toll-free numbers. For more, see Dynamic Call Tracking using DNI Integration.
Why are sessions and clicks different?
Clicks and sessions are measured by different systems and track different user actions:
Clicks are recorded by Google Ads when someone clicks on your ad. This count includes clicks that don’t lead to a website visit, such as clicks on a call extension.
Sessions are recorded by Google Analytics when a customer’s browser successfully loads your website. A session isn’t created if the customer clicks your ad but closes the tab before the page loads.
The conversion rate is calculated using sessions because it accurately reflects the number of customers who actually landed on your website.
Why are conversions and leads different?
Conversions measure completed jobs that meet the sold threshold. Leads track potential sales opportunities. In ServiceTitan, the conversion rate measures the percentage of completed jobs that meet the job type's sold threshold. Tracking both is important to accurately measure technician performance and marketing campaign effectiveness.
Can ServiceTitan send call extension revenue to Google Ads without a click ID (GCLID)?
Yes. When a call extension is clicked in Google Ads, Google uses a dynamic system to swap your phone number with a unique, temporary Google forwarded number. This allows Google to capture the phone number that made the call, as well as the exact date and time.
Marketing Pro Ads also captures this same data. By using Google Ads’ offline conversion upload API, we send this phone call information to Google. Google matches the data to what they have stored, allowing ServiceTitan to send in the conversion data as if it had a click ID.
Why doesn’t the Conversion Value in Google Ads match what I see in ServiceTitan for the same date range?
The conversion value you see in Google Ads may not match what’s in ServiceTitan for the same date range due to a few key reasons:
Date of Transaction: Google Ads assigns revenue to the date of the initial click, while ServiceTitan assigns the revenue to the date of completed transaction. For example, if a customer clicks on an ad on Monday but doesn’t make the purchase until Wednesday, the revenue is recorded on Monday in Google Ads and Wednesday in ServiceTitan.
Incorrect Setup: There are a few configuration issues that can lead to mismatches:
Call Extension Management: Calls from ad extensions or call-only ads are not being imported correctly.
Dynamic Number Insertion (DNI): Your DNI setup in ServiceTitan may have an error.
Other Conversions: You may have other conversion-creating actions in your Google Ads account that are not imported from ServiceTitan. These can include conversions from other sources or campaigns that are not tied to your ServiceTitan data.
I’m nervous about sending Google my revenue data. Won’t they use it to charge me for more ads?
This is a common concern. You are not giving Google access to your private business finances or exposing any sensitive information. The conversion value you send to Google is a number that represents the value of a specific conversion to your business.
Google’s algorithms use this value, in conjunction with other data, to improve your ad performance. It helps their system understand which conversions are most valuable to you and allows them to optimize your campaigns to get the best return on ad spend (ROAS).
For example, a high conversion value tells Google’s algorithm that this particular conversion is more important than others, and it will prioritize showing ads to potential customers who are more likely to result in similar high-value conversions.
If a customer has two phone numbers displayed on their website, would we just want to set up two instances of DNI?
Yes, you need to set up two instances, but the code snippet can be shared for both.
Can I monitor two separate Google Ads accounts on our dashboard, or can I only connect one?
Yes, you can connect and monitor multiple Google Ads accounts in Marketing Pro.