How One Home Services Provider Recovered Over $1M in Leaking Leads

The Takeaway

Invoca’s AI Messaging Agent now re-engages every abandoned web form, bringing high-value leads back into the funnel instead of letting them go cold.

Challenge

This plumbing services provider had its demand gen motion dialed in. Every call from paid media was already flowing through Invoca, and the digital team was laser-focused on securing top placement in Google Local Services Ads and beating aggregators like Yelp and Angi to the punch.

But a bigger leak hiding in plain sight revealed a meaningful share of visitors were dropping out of the company's online scheduling tool at the very first step, right after entering a phone number. These were leads the business had already paid for, leaking out of the sales funnel before they ever became a job. It was a direct hit to ROAS and revenue, and it needed fixing.

Solution

Rather than build a full solution right away, Invoca and the company's teams, including their internal SEO group and developers, scoped the work together and agreed to move deliberately. As the digital media director put it:

"The Invoca team didn't over-commit. We walked into this together slowly and made sure that we didn't go up to bat before we were ready to swing."

The plan was to implement Invoca’s AI Messaging Agent to re-engage anyone who abandons the online scheduling form, bringing them back into the funnel instead of letting the lead go cold.

The team started with a 24-hour test, then paused.

"That was by design, not by default," the digital media director said. "What we figured out from the conversations with the AI messaging agent in those 24 hours helped us create a better agent."

From there, they ran a two-week pilot, giving them room to tune the agent's knowledge base and conversation flow before committing more budget.

Results from 2-week pilot:

• 78% of callbacks scheduled by the agent converted to a lead 
• 18% of leads converted to paying customers
• $1M+ in projected recoverable annual revenue from this single funnel leak

Insights

The pilot surfaced problems the team didn't know it had. Conversations revealed a marketing page with a technical bug that was costing them leads, which was fixed as soon as the pattern appeared in the data. They also uncovered a pricing misconception. Customers assumed evening and weekend service came with a surcharge, even though the company runs 24/7/365 with no such fee. That one piece of friction, the digital media director said, was worth real money.

"That SMS agent text message gets you a $1,600 job back."

Other team members felt the shift, too. One colleague described being "very happy" and "pleasantly surprised to see that people were engaging with the AI," while another called the early conversions a "fantastic proof of concept."

For the digital media director, the bigger win was proof before the pitch. "There's so much noise and so many broken promises out there right now in the AI world," they said. "Businesses really need to tinker with things and tweak things to understand what they're going to get out of it." Having weeks of real performance data made the case to leadership straightforward.

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