Overview
Optimizer sends revenue to Google Ads only after a job is completed, which can take days, weeks, or even months. To bridge this gap, you can activate the Job Value Predictor (JVP) on a per-campaign basis. This sends the predicted job value to Google Ads as soon as a job is booked, enhancing Google Ads operations and leading to an improved return on investment (ROI).
Who uses this feature
Marketing managers, business owners, agency partners, and other marketers on your team
Primarily for Residential Service & Replacement and Commercial Service & Replacement
Feature configuration
Your account needs to have a Marketing Pro package with Ads enabled to use Ads Optimizer. If you're unsure about this, please reach out to your Pro Account Manager.
After you have added a Marketing Pro package with Ads to your account, you can enable Ads Optimizer directly in ServiceTitan. If you're interested in our prepay-and-save packages, please reach out to your Pro Account Manager or request a demo on our Pro Products page.
Account configuration is required to use this feature. Please contact Technical Support for details.
Things to know
For new Ads Optimizer customers, JVP is activated by default for all campaigns.
We recommend coordinating with all parties involved in managing your Ad campaigns before activating JVP.
If transitioning to JVP, expect a period of volatility while Google learns about the JVP signals. This may include changes in cost per lead (CPL) and conversion volume.
You should wait at least three weeks after activating JVP for a campaign before you start measuring performance. This gives Google Ads time to learn from the JVP signals.
Best practices
Transition to JVP before your busy or commercially important seasons.
Ensure you can handle volatility and changes in the cost per lead for at least three weeks during the transition as Google learns the new JVP signals.
How Job Value Predictor works
With Optimizer's JVP, Titan Intelligence (TI) analyzes the characteristics of a job as soon as it's booked and generates a revenue prediction for that booking. Here's how it works:
A job is booked in ServiceTitan.
TI analyzes the details of the booking.
TI provides a predicted revenue figure for the booking based on its analysis.
How Job Value Prediction is sent into Google Ads
Two new JVP conversion actions are automatically created in connected Google Ad accounts. These two new conversions are:
ServiceTitan JVP (Originated from Website)
ServiceTitan JVP (Originated from Call Extension)
For every job booking originating from a Google Ad, Ads Optimizer sends a conversion with predicted revenue as the value to Google Ads.
Activate Job Value Predictor for campaigns
When JVP is not activated, Ads Optimizer sends JVP conversions to your Google Ads account as secondary conversions. This means that while they appear in your reports, Google is not actively using them.
To make the most of these valuable signals, activate JVP for your campaigns to start sending these conversions as primary conversions. This allows Google to use them in its bidding strategies.
Note: If your Google Ad campaigns use account conversion actions, activating JVP for one campaign activates it for all campaigns.
To activate JVP for a campaign:
Go to the navigation bar and click Marketing.
In the side menu, click Ads Optimizer under Campaigns.
Click the Settings tab.
Find the campaign for which you want to send JVP conversions as primary conversions.
In the Job Value Predictor column, click Activate JVP.
In the Activate JVP Confirmation pop-up that opens, click Yes, Activate.
It is recommended that you wait up to three weeks for Google Ads to learn from the JVP signals. After the three weeks, start measuring the performance of your campaigns using JVP. For more, see Use Marketing Pro Ads Analytics.
Tip: Early tests indicated that campaigns using value-based bidding, such as Target ROAS and Maximize Conversion Value, had a greater increase in return on ad spend (ROAS). We recommend using one of these strategies to optimize performance.