Paid directories can be hit or miss—but if you’re not tracking ROI properly, you’ll never know which side of the fence you're on. I’ve worked with enough pest control companies to know that without call tracking, you’re just guessing. Here’s exactly how I recommend measuring performance, setting expectations, and knowing when to pivot.

Use a Unique Call Tracking Number for Every Platform

The first rule: every paid directory should have its own call tracking number. If you’re using the same phone number across Google, Yelp, Thumbtack, your website, and everything else, you have no idea where your leads are coming from.

I recommend using a platform like CallRail or HighLevel. Set up a unique tracking number for each platform—Angi, HomeAdvisor, Porch, whatever you're on. That’s how you get real data and figure out what’s actually generating calls.

Don’t Obsess Over ROI Until You’re Getting Calls

Before you worry about quality or conversion rate, just ask: are you getting any calls?

If you’re not seeing any activity, it’s not even a conversation about ROI yet. You’ve got to start by optimizing your profile, getting some reviews, responding to leads quickly, and seeing if you can generate momentum. Then you can start making real decisions.

What’s a Good ROI Benchmark?

It depends on your market, but generally, the cost per lead from paid directories is going to be in the same ballpark as Google Ads or Facebook Ads. Could be $60 per lead. Could be $100. There’s no magic number across the board.

But remember this: if you're paying $100 for a lead and you’re charging $100 for that first service, that’s not a loss—that’s a customer acquisition. If that customer stays with you for 12 months or more (which most do), you’ll make that money back multiple times over.

It’s all about lifetime value. You don’t need to profit on day one. You need to lock in recurring revenue.

Paid Directories Are Short-Term, But Still an Investment

Even though paid directories are often pay-per-conversation or pay-per-lead (not like long-term SEO), they still require a ramp-up period.

The platform needs to learn what kind of leads you want. You need time to collect reviews. And you need to respond quickly to build trust with the platform and the prospects.

So even if it's technically a short-term channel, treat it like an investment. Expect to break even or even lose a little bit during the first month. That’s normal.

Give It At Least Three Months

I always recommend giving any platform at least three months before making a judgment call. That includes paid directories, Google Ads, Facebook Ads—anything.

If you try a directory for 3+ months, collect at least 10 reviews, and you’re still not seeing quality leads or the cost per lead is too high, then it might be time to move on. But don’t quit after one bad week. That’s just not enough data.

Also remember, what doesn’t work in one city might crush it in another. I've seen companies dominate with Yelp or Angi in one region, but not in others. Test your local market and don’t assume anything until you try it for yourself.

Final Thoughts

The key to tracking ROI on paid directories is clarity.

• Use tracking numbers

• Set realistic expectations

• Think in terms of lifetime value

• Give each platform time to mature

With the right mindset and setup, paid directories can become a real revenue channel—not just a money pit.