Earlier this week, Ad Leverage announced that we’ll be sponsoring ServiceTitan Pantheon 2026, taking place October 5–7 at the Walt Disney World Swan & Dolphin Resort in Orlando.
Several members of our team will be on site throughout the three-day event, attending educational sessions, connecting with contractors and industry leaders, and digging into the marketing, technology and business challenges shaping the home services industry.
If you’re attending Pantheon, you can find the Ad Leverage team at Booth 309 in the Expo Hall. Stop by, meet the team and talk with us about what you're seeing in your market, where you're running into challenges and where you see opportunities for growth.
Why We're Sponsoring Pantheon
Pantheon brings together contractors, technology providers and industry experts from across the trades to share what they're seeing and learn from one another.
For Ad Leverage, being part of those conversations matters.
We work with home service businesses every day across HVAC, plumbing, electrical and other trades. While every company and market is different, many contractors are wrestling with the same bigger questions.
There are more ways to reach customers than ever before. There is more technology available to manage those interactions. And businesses have access to an enormous amount of data about their marketing and operations.
More information, however, doesn't always make the right decision obvious.
That's a big part of what we're interested in discussing at Pantheon: how contractors can cut through the noise and use their marketing, technology and business data to make better decisions about growth.
As we prepare for this year's event, here are five questions we think every home service contractor should be asking.
1. Do You Know Which Marketing Channels Are Actually Producing Revenue?
Most contractors can tell you how many leads they received last month. Many can tell you their cost per lead. Fewer can confidently say which marketing investments ultimately resulted in booked jobs and revenue.
That distinction matters.
A channel generating inexpensive leads isn't necessarily your best-performing channel if those leads rarely book or produce low-value jobs. On the other hand, a channel with a higher cost per lead could be incredibly valuable if those customers consistently turn into profitable work.
Marketing performance shouldn't stop at the lead.
Being able to connect the path from marketing source → lead → booked appointment → completed job → revenue gives you a much clearer picture of where your marketing dollars are actually working.
As a ServiceTitan® Certified Partner, this is an area our team spends a lot of time thinking about: how do we connect marketing performance with what actually happens inside the business?
2. What Happens After the Lead Comes In?
Generating the lead is only half the equation.
What happens next can have just as much impact on revenue as the marketing campaign that generated the opportunity in the first place.
How quickly are calls being answered? How many leads are actually booking? Are certain types of calls converting better than others? Are missed or abandoned calls being followed up on?
A marketing report might show that lead volume is healthy while the business is still experiencing fewer booked jobs. Without looking beyond the initial lead, it's easy to assume marketing is the problem.
Sometimes it is.
Other times, the bigger opportunity is somewhere between the first phone call and the technician arriving at the customer's home.
Understanding that difference helps contractors solve the right problem instead of simply spending more money to generate more leads.
3. How Is AI Changing the Way Customers Find Home Service Companies?
AI is going to be part of a lot of conversations at Pantheon this year, and for good reason.
The way people search for information is changing. Google continues to incorporate AI-generated experiences into search, while tools like ChatGPT are giving consumers new ways to research problems, compare options and discover businesses.
For contractors, the important question isn't whether AI is going to replace Google or whether every business needs to completely reinvent its marketing strategy.
A more useful question is:
How is customer behavior changing, and is your business positioned to be found wherever those customers are looking?
Traditional search visibility still matters. So do strong local signals, useful website content, reviews, brand recognition and accurate information about your business across the web.
But the way we measure that visibility is becoming more complicated as consumers can get answers without always clicking through to a website.
The businesses that adapt won't necessarily be the ones chasing every new AI trend. They'll be the ones paying attention to how their customers' behavior is actually changing.
4. Are Your Marketing Channels Working Together?
SEO. Paid search. Local Services Ads. Social media. Email. Direct mail. Television. Radio.
It's easy to look at each channel individually.
Customers rarely do.
Someone may first see your company on social media, search for your brand a week later, read your reviews, click a paid ad and eventually call after seeing one of your trucks in their neighborhood.
Which channel gets credit?
That's where marketing gets complicated.
Rather than asking every channel to operate independently, contractors should be thinking about how those channels support one another throughout the customer journey.
The goal isn't simply to determine which channel "won" the lead. It's to understand the combination of marketing efforts that helps create demand, build trust and ultimately generate business.
5. Are You Measuring What Actually Matters?
Marketing gives us no shortage of metrics.
Rankings, impressions, clicks, traffic, cost per click, conversion rates and lead volume can all tell us something useful.
But none of them tell the entire story.
Ultimately, the metrics that matter most to a home service business are the ones tied to business performance.
Are we generating qualified opportunities?
Are those opportunities becoming booked jobs?
Are those jobs producing revenue?
Are we getting enough return from what we're spending to justify the investment?
Supporting marketing metrics still matter. They help us understand why performance is changing and where opportunities exist.
But those metrics should help answer bigger business questions, not become the goal themselves.
Let's Continue the Conversation at Pantheon
These are five questions we're thinking about heading into Pantheon, but we're just as interested in hearing what contractors are asking.
If you're attending ServiceTitan® Pantheon 2026, stop by Booth 309 and meet the Ad Leverage team.
Bring us the marketing question your team hasn't been able to answer. Tell us what's working in your market — or what isn't. Ask us our full marketing services. Ask us about attribution, SEO, paid media, AI, CRM, Social Media, lead quality or how your marketing channels are working together.
We're there to have those conversations.
And if you can't make it to Orlando, we'll bring some of Pantheon back to you.
Our team will be attending sessions and talking with contractors and industry leaders throughout the event. After Pantheon, we'll share the themes, ideas and lessons we believe are worth paying attention to — along with what they could mean for home service businesses heading into 2027.
We'll see you in Orlando October 5–7. Come find Ad Leverage at Booth 309.
