Measuring Marketing ROI: What’s Actually Working?

First, Stop Looking for “The One” 

We all want to believe that one magic thing will suddenly unlock new business. A Google ad. A gorgeous direct mail piece. That one Pinterest pin with a moody patio and firepit. 

But marketing isn’t The Bachelor. There is no single rose. 

It takes 10 to 15 touchpoints before someone is ready to convert. That’s not marketing folklore – it’s behavior psychology and sales data. So if someone calls you and says, “I saw your ad on Facebook,” that’s great! But that was probably the last thing they saw, not the only thing they saw. 

Your job isn’t to obsess over which tactic “caused” the sale. It’s to make sure all your tactics are working together like a well-rehearsed string quartet. 

The Real ROI Equation (No Fancy Math Required) 

Let’s say you’re trying to figure out if your marketing is pulling its weight. Here’s how we recommend you start. 

Step 1: Add up your total annual marketing investment. 

This includes: 

• Your ad spend (Google, Meta, Pinterest, etc.) 
• What you pay your marketing agency or freelancer 
• Print costs (hello, high-end direct mail) 
• Photography, video, or any other creative development 

Let’s say that all adds up to $200,000 for the year. 

Step 2: Compare your total new business revenue to the previous year. 

Let’s say your 2023 revenue was $1.1 million. In 2024, it’s $1.9 million. That’s a $800,000 lift. 

Step 3: Divide the lift by your total marketing investment. 

In this case: $800,000 ÷ $200,000 = 4X ROI. 

That’s four dollars back for every dollar spent. Not bad at all, especially in a space where projects can easily run five or six figures. 

Important caveat:
This only works if you’re looking at the full year. Looking month-to-month will drive you straight into a vat of frustration. Because in outdoor services, your April ad might not convert until September. 

So zoom out. This is a 12-month picture—minimum. 

What If the ROI Doesn’t Look Great? 

Good question. If you’re not seeing a return, it doesn’t necessarily mean your marketing isn’t working. It might mean: 

• You haven’t been running campaigns long enough (especially with platforms like Google Ads, which have a multi-month learning phase). 
• You’re attracting the wrong people (tire kickers, not buyers). 
• Or there’s friction in your sales process that’s keeping leads from converting. 

We’ve seen all three. And none of them mean you should throw out your marketing plan. It just means it’s time to optimize what happens after the click. 

Use These Tools to Get Smarter (Not Just Busier) 

Now that we’ve talked about big-picture ROI, let’s get into the nitty gritty.

1. UTM Codes

These are little tracking codes you tack on to your URLs that tell you where traffic is coming from. Running an email campaign? Add a UTM. Sending direct mail with a QR code? Add a UTM. Posting a link on social? Add. A. UTM. 

They’re basically GPS for your marketing. 

 2. Landing Pages

Every major campaign should have a dedicated landing page. These help you track what message is resonating, make it easier for buyers to convert, and prevent people from wandering off mid-funnel because they couldn’t find your contact button. 

 3. QR Codes

They are NOT dead. If anything, they’re thriving (thank you, pandemic menus). QR codes help you connect offline and online worlds—and when paired with a UTM, you can track the full journey from brochure to phone call. 

 4. Attribution Software (for the data-hungry among us)

There are tools out there that can track user journeys across multiple platforms and touchpoints, often by IP address. They’re more advanced, and they’re worth looking into if you want a full-funnel picture. 

Watch Out for These Data Traps 

Not all good-looking numbers are good signs. Here are a few to keep an eye on: 

High website traffic + high bounce rate

If everyone’s visiting and leaving quickly, your site might be confusing, irrelevant, or not delivering what they expected. 

 Great ad performance, stagnant sales

Your ads might be driving interest, but is your sales team following up? Is your contact form user-friendly? Are you giving leads what they need to move forward? 

 Long delays between interest and action

Remember: outdoor services take time. That lead from last quarter might be ready now. Track lead sources over months, not days. 

So… What Does “Success” Look Like? 

You want to know when to pop the champagne. We get it. 

Here’s a great sign: clients mention your marketing without you prompting them. 

We had one client who got a call from a homeowner saying, “I loved your direct mail piece. It made me call.” That’s the dream. That’s ROI in the wild. 

Also look for: 

• Year-over-year growth: February 2025 vs. February 2024, not month-to-month. 
• Customer acquisition cost: How much did it cost to get that client? 
• Margin by service type: Some services are way more profitable—invest in marketing that points there. 

Final Advice: Play the Long Game 

Marketing is not a slot machine. It’s a garden. (You knew I had to go there – it’s landscaping, after all.) 

Keep track of your data, even if it’s just a simple monthly spreadsheet. Stay consistent. Give your campaigns time to work. Optimize your buyer experience. 

And please, please, stop looking for a silver bullet. You don’t need one. You need a consistent, layered, intentional marketing strategy that compounds over time. 

Because marketing isn’t magic. It’s momentum.