The Math Behind Marketing: How Contractors Should Actually Measure ROI

Most contractors don’t have a marketing problem.

They have a visibility problem.

In this episode, Mauricio sits down with Corey Combs, owner of South Shore Roofing & Exteriors in Tampa, Florida, for an honest conversation about the math behind marketing — and why so many contractors feel burned, confused, or disappointed by their results.

Corey isn’t a marketer. He’s a contractor who got tired of guessing.

After years of trying to reconcile agency reports with what was actually happening inside his CRM, he realized the real issue wasn’t lead quality or ad platforms — it was the lack of clear, end-to-end tracking from first contact to closed job.

This episode breaks down what most contractors never see:

- The difference between a contact, a lead, a booked appointment, and a customer

- Why cost per lead is a misleading metric if you don’t know your cost per booked appointment and cost per acquisition

- How CRM discipline (or lack of it) quietly destroys attribution and trust

- Why “bad leads” are often really process or follow-up problems

- How existing customers, spam, and mis-tagged leads distort marketing reports

- Why booked appointments don’t matter if they don’t show up or convert

- How funnel math exposes sales issues without turning into a blame game

- Why no attribution system is perfect — and why directionally correct data still wins

- How understanding your numbers changes the relationship between contractors and agencies

Instead of hype, tools, or tactics, this conversation focuses on something far more important: replacing emotion with data.

If you’ve ever felt unsure whether your marketing is actually working, struggled to trust reports, or made decisions based on frustration instead of facts, this episode will give you the clarity you’ve been missing.

It’s not about spending more.

It’s about understanding what you’re already spending — and why.

👉 Want to see how your business compares or where you may be leaking leads?

Book a free strategy call here: https://contractormarketingpros.net/calendar

We help contractors build scalable marketing systems, protect local visibility, and grow without losing control of the basics.

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Links & Resources:

Instagram: https://www.instagram.com/southshoreroofingandexteriors/

Linkedin: https://www.linkedin.com/company/southshore-roofing-exteriors/

YouTube: https://www.youtube.com/channel/UCuSTqyiihxDvtgmwiv9iP-g

Website: https://southshorecontractorstampa.com/