Google Ads Leads, Routed Straight to Your Dealer Network
Our lead routing model under MaxV™ sends every qualified inquiry to the right retailer, dealer or contractor in your network, supervised by call tracking and confirmed in French and English before it can go cold. Comairco: cost per qualified lead down 39%.
Your ads fill the inbox. The lead dies before your dealer ever sees it.
The campaign works. Inquiries come in. Then they pile up in a head-office inbox while the dealer who actually closes that territory waits, unaware. By the time the lead reaches them, the prospect has already called someone else. The brand paid for demand. The network never got the chance to win it. And when the numbers come up short, the channel blames the brand.
The lead lands at the wrong desk
A buyer in a dealer's territory fills out your form. The inquiry stops at head office instead of reaching the person who can quote and close it. Nobody local knows it exists.
It cools while it waits
Every hour the lead sits unrouted, the prospect keeps shopping. A hot inquiry on Monday is a missed sale by Wednesday. Speed to the right hands is the whole game, and the hand-off is where it breaks.
Your agency stopped at the form fill
A generalist agency counts the submission as a win and moves on. They never built for a two-step channel where the brand generates demand and the network closes it. The routing that gets the lead to the dealer in time is the part they leave out.
From Click to Dealer Call, Every Lead Tracked the Whole Way
A lead routing model is a Google Ads setup where your campaigns generate qualified inquiries that are automatically directed to the dealer, retailer or contractor serving that prospect's territory, with call tracking verifying each hand-off. Here is how a click on your brand becomes a call your network can close.
- 1
Your brand demand gets captured
Search, Performance Max and Demand Gen campaigns put your products in front of buyers who are already looking. You stop paying to teach the market who you are and start paying for people ready to act.
- 2
Every inquiry is attributed
GA4, GTM and Enhanced Conversions tag each lead to the campaign that earned it. You see which territories and products are producing, not a guess, so no qualified inquiry is counted twice or lost in the noise.
- 3
The lead is routed by territory
Each inquiry goes to the right retailer, dealer or contractor for that prospect's region, following routing rules you can see. The lead reaches the person who can actually close it instead of stalling at head office.
- 4
Call tracking verifies the hand-off
Call-tracking supervision logs every routed lead so you can confirm the dealer was reached and the conversation happened. No lead disappears unverified, and every hand-off is auditable end to end.
- 5
The prospect hears back in French or English
AI bilingual confirmations answer the prospect in French or English the moment they reach out, before the dealer even picks up. The buyer feels handled across Quebec and Canada, and the lead stays warm until your network closes it.
The Campaign Types That Feed Your Network
Every campaign below runs inside MaxV™, the methodology behind the routing model. The goal is never raw click volume. It is qualified inquiries that reach the right dealer, retailer or contractor in your network, ready to close.
Search that catches in-market buyers
Prospects already searching for your products or for a dealer near them get matched to the network member serving their territory. You capture demand at the moment it is most likely to close.
Performance Max across the whole network
Performance Max extends your reach across Google's full inventory so no corner of your network goes unserved. Inquiries it generates still route to the right local member, not to head office.
Demand Gen for new territory
Opening a region where a new dealer needs volume fast? Demand Gen builds awareness in that territory and feeds the inquiries straight to the member who owns it.
tROAS bidding tuned to qualified leads
Target ROAS bidding is set against the value of a qualified lead, not the count of form fills. Your budget chases inquiries your network can actually sell, not inflated volume.
GA4, GTM and Enhanced Conversions
GA4, Google Tag Manager and Enhanced Conversions form the measurement spine. Every lead is attributed end to end, so you can see which campaign produced which hand-off.
Landing pages built for paid traffic
Part of MaxV™, the landing pages are built to turn paid clicks into qualified inquiries before they ever enter the routing flow. They are designed for the traffic the campaigns send, not bolted on after.
Comairco: Cost per Qualified Lead Down 39%
Comairco, an HVAC manufacturer and distributor, cut its cost per qualified lead by 39% with Google Ads management built around the lead routing model. Inquiries that used to pile up at head office now reach the right network member fast, with call tracking confirming each hand-off and bilingual follow-up answering the prospect before the lead can cool.
Before: leads counted, not closed
Ad spend was generating volume, but the reported number was form fills, not qualified inquiries the network could actually work. The metric that mattered, cost per qualified lead, stayed hidden behind clicks.
What changed: routing plus tracking
Every qualified inquiry was routed to the right network member by territory, supervised by call tracking that logged the hand-off. GA4, GTM and Enhanced Conversions tied each lead back to spend, so the team optimized toward qualified value instead of raw traffic.
The result: CPQL down 39%
Cost per qualified lead dropped 39%, a number Comairco confirmed. The same budget now buys more inquiries that the network can close, not more clicks that die at head office.
A flat retainer with no contract, so we earn your business every month
If 12-month agency lock-ins have burned you before, this is the opposite. You pay one flat monthly retainer with no long-term contract, which means the relationship is re-earned every single month. Stay because the routed leads keep coming, not because a signature traps you. Google Partner oversight backs the work.
[CONTENT NEEDED: confirm whether a starting retainer figure may be published]
- ✓Flat monthly retainer, so you know your cost up front with no hidden add-ons
- ✓No long-term contract, so we re-earn your business month after month
- ✓Current Google Partner credential standing behind every campaign
- ✓Lead routing, call-tracking supervision and bilingual follow-up included, never billed as extras
Channel conflict, lead quality and bilingual coverage, answered
The questions networked manufacturers and distributors ask before they hand their Google Ads to a new agency. Each answer leads with the short version, with the detail right after.
Will routing leads to some dealers and not others start a channel war?
No, because routing follows territory rules and every hand-off is logged and auditable. Leads are directed to the dealer, retailer or contractor serving that prospect's territory, not picked by preference. Call tracking records each hand-off, so you can see exactly who received which lead and when. Nobody has to take your word for the split.
How do you prove a routed lead was actually qualified, not a junk form fill?
Cost per qualified lead is the metric we report, and call tracking plus GA4 and Enhanced Conversions verify each one. Call-tracking supervision listens to and logs the inquiry, so a real conversation counts and a junk fill does not. GA4, GTM and Enhanced Conversions tie every qualified lead back to the campaign that produced it. Comairco's cost per qualified lead came down 39% on that qualified count, not on raw form volume.
We sell across Quebec and English Canada. Can you run both languages?
Yes, campaigns run in French and English, and AI bilingual confirmations answer each prospect in their own language. The brand operates natively in both the Quebec French and Canada English markets, so neither side is an afterthought. A prospect who inquires in French gets confirmed in French, and the same in English, before the lead has a chance to cool.
Are we locked into a long contract?
No, the model is a flat retainer with no contract. There is no 12-month term to sign and no lock-in to escape. The retainer is re-earned every month by the results in your account, which is the point.
Why use a specialist instead of our full-service generalist agency?
Because this is pure-play Google Ads paired with a lead routing mechanism a generalist agency does not operate. A generalist measures the form fill and stops there, while the routing model carries each qualified lead onward to the network member who closes it, supervised by call tracking. The Google Partner credential sits beside the work, same standing the larger shops hold. If you run a contracting business yourself rather than a network, the Google Ads for home services and contractors page is the right fit. Want a read on your own numbers? Get my free audit.
See what Google is learning from your account, and where your spend leaks
Send a few details and you get a concrete read on your Google Ads account: what your signals are telling Google, where budget bleeds before it reaches your dealer network, and whether the lead routing model fits how your channel actually closes. No pitch until you have something useful in hand.
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