Wrench Group Achieves 27% Revenue per Lead Lift Within 90 Days of Tinuiti Onboarding
Overview
Wrench Group, a leading national home services platform, operates a rapidly expanding portfolio of HVAC, plumbing, and electrical brands. With a previously decentralized marketing organization, they struggled with inconsistent campaign structures, fragmented data visibility, and inefficiencies across their paid media operations.
Tinuiti was brought on to partner with a new centralized Marketing team to build and optimize their performance marketing operations, delivering measurable gains during the onboarding phase alone.
Challenge
Wrench Group needed to standardize their infrastructure, increase accountability, and drive performance across brands. But their existing process was holding them back with
- Fragmented reporting across brands and platforms
- Disconnected CRM and media data, limiting visibility into ROI
- Inconsistent attribution and tracking integrity
- Wasted spend due to misaligned bidding and broken conversion paths
Solution
During the onboarding process, Tinuiti partnered with the Wrench team around five key changes to drive growth.
- Unified Full-Funnel Reporting
- Created a single source of truth for media performance across all brands with centralized dashboards, powered by Google Sheets and Supermetrics
- Integrated ServiceTitan CRM data to optimize for the metrics that matter most, such as Booked Appointments vs. Leads
- Attribution Alignment & UTM Governance
- Standardized UTM structure to support accurate cross-channel attribution
- Aligned campaign mappings across fragmented brand silos
- Role-Specific Reporting Views
- Enabled brand health reports, weekly snapshots, and deep dives
- Gave leadership access to the information they needed to accurately assess performance, quickly
- Budget Oversight & Financial Workflows
- Rolled out brand-specific budget pacing tools to reduce overspend and increase financial predictability
- Streamlined approval workflows between local marketers and central finance teams
- Scalable Campaign Architecture
- Developed platform-agnostic naming conventions, segmentation, and taxonomy
- Kicked off a rollout plan that prioritizes faster optimization cycles, scalable cross-brand reporting, and efficient campaign launches across markets
Informing Action with Audits
Within the first 90 days, Tinuiti conducted comprehensive audits across Google Ads, Microsoft Ads, landing pages, and CRM tracking. These insights enabled them to make immediate tweaks that had a big impact, including:
- Fixing broken URLs and reestablishing conversion tracking
- Expanding geo-coverage and rebalancing bidding strategies
- Rebuilding keyword structures for higher relevance and quality scores
- QAing landing pages to improve lead capture
Impact
Tinuiti’s research, work to improve conversion quality, and implementation of a tighter CRM-media integration generated a 27% increase in revenue per lead in the onboarding phase alone.
Additionally, Tinuiti was able to
- Reduce waste across underperforming campaigns
- Improve accountability with centralized budget oversight
- Accelerate media readiness for new brands joining the portfolio
- Establish a foundation for full-funnel optimization across marketing and sales
Conclusion
Tinuiti’s onboarding program did more than just “set the stage”—it delivered measurable revenue impact early, all while building the infrastructure for long-term scaling and success. By aligning platforms, people, and processes, Wrench Group is ready to grow with their best foot forward.
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