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.
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.
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 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 install businesses, consider categories like Replacement Promotions, Financing Offers, Seasonal Installs, and Aging Equipment.
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 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.
⚠︎ 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 install campaigns, use Retain Customers to target homeowners with aging equipment, unsold estimates, or past diagnostic visits. Use Acquire New Customers to reach new prospects in high-value ZIP codes.
b. Add Include groups and Exclude groups to define your targeting. Choose static dates for one-time campaigns (seasonal promotions, rebate deadlines) or dynamic dates for automated campaigns (unsold estimate follow-ups).
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 install campaigns, use Retention Segments to target existing customers with aging equipment or unsold estimates. Use Acquisition Segments to reach new homeowners in your service area.
b. Add inclusion and exclusion filters using the attributes about someone and attributes about something. Use dynamic dates for automated unsold estimate follow-ups so prospects enter the audience automatically after a diagnostic visit.
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 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.
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.
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 seasonal specials and financing options for equipment upgrades? 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 customer agrees on-site.
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 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.
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 seasonal specials and financing options for equipment upgrades? 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.
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 (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.
⚠︎ 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 install businesses, value-based bidding is especially impactful because job values vary widely — a full system replacement is worth far more than a diagnostic.
c. (Optional) Set up Capacity Awareness alerts to notify your team when your install schedule is too empty or too full — scale ad spend accordingly.
d. (Optional) Activate Job Value Predictor (JVP) to send predicted job values to Google Ads, enhancing Smart Bidding performance. JVP is particularly effective for install businesses where the difference between a repair lead and a replacement lead can be $10K+.
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.
a. Go to Marketing > Campaigns > Autopilot Campaigns. Browse Foundation Campaigns or All Marketing Campaigns. 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. 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 unsold estimate follow-ups, include financing options and seasonal urgency to re-engage prospects.
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 (seasonal rebate deadline, pre-summer push) or automated to send as new contacts qualify (unsold estimate 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 unsold estimates: email with financing details at 7 days, postcard with seasonal urgency at 21 days, SMS with a limited-time offer 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 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.
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 across seasons — install demand peaks before summer and winter.
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.
⚠︎ 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.
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 install 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.
⚠︎ 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.
a. Go to Marketing > Analytics > Marketing Overview and review call booking rate, run rate, and close rate. For install businesses, close rate is the critical metric — a high booking rate with a low close rate means your sales team is losing deals at the estimate stage, not a marketing problem.
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.
⚠︎ If cost per sold job is climbing while lead volume stays steady, investigate your estimate-to-close process before cutting ad spend. The leads may be qualified — the sales follow-through may not be.
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 install businesses, capacity signals reflect your install crew availability — scale acquisition ads up when crews are available, down when the 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 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.
a. Pause campaigns when the promotion they support ends — such as a manufacturer rebate deadline, a seasonal financing offer, or an equipment closeout sale. Go to Marketing > Campaigns > Pro Campaigns, find your campaign, and click More > Stop or Resume.
b. Verify that financing terms and rebate offers in your campaign content are still current before resuming a paused 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. Go to Marketing > Campaigns > Campaign Manager, find your campaign, and click More > Stop.
b. Use scheduled stop dates to align campaigns with promotion deadlines automatically. This prevents campaigns from advertising expired rebates or financing terms.
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.
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.
Percentage of inbound leads booked into jobs. A declining rate may signal pricing objections, limited availability, or CSRs not qualifying leads properly.
Percentage of leads that resulted in completed jobs meeting the sold threshold. This is the single most important metric for install businesses — it tells you whether estimates are converting to sold jobs.
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.
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.
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.