BraBos Cleaning has spent eight years building a reputation as a trusted cleaning service across Greater Boston. Adriano Paiva and his wife, Lu, grew the business from a two-person operation into a team of 20-plus background-checked W2 employees with more than 707 five-star Google reviews.
BraBos runs Google Ads, Google organic search, Facebook Ads, print materials like door hangers and fridge magnets, email marketing, and Google Business Profile listings in three different cities. Every one of those channels used to ring the same phone line, with no way to tell where a call came from. Adriano wanted to know what was working so he could put more money behind it.
Using CallRail’s Call Tracking, BraBos has:
- Cut cost per new customer by more than 100% after firing agencies that weren't producing calls
- Traced 80% of new bookings back to the exact call that produced them
- Opened a second office in Cambridge after call volume proved the area was full of leads
- Found that although door hangers have a lower response rate, the cost per lead is better than Google Local Services Ads
One phone number, six marketing channels
Before using CallRail, BraBos ran all six channels into one phone number, with no way to know which one brought in a call. Adriano assumed the ads were working because leads kept coming in, but getting leads and knowing what they cost him were two different things.
You believe it's working because you're getting leads, but when you divide $10,000 by 10, you're paying too much money.
– Adriano, Co-Founder, BraBos Cleaning Services
80% of BraBos's bookings come from phone calls, either a customer calling in directly or a member of Adriano's sales team calling a lead back. The rest come through the website's online booking tool, and he couldn't measure either one.
He was also paying multiple agencies to run his Google Ads and Facebook Ads, without knowing whether the leads they reported were the ones booking cleanings.
$70 lead with no way to know if it was working
Without attribution, Adriano couldn't tell if their marketing agency was helping them drive quality leads or sinking the ad budget. Money spent on marketing that isn't producing bookings costs a business twice, once in wasted spend and again in the time it takes to notice.
BraBos was paying around $70 for a single lead through Google Local Services Ads, with no way to know what a door hanger, a fridge magnet, or an email cost him per booking. He couldn't compare channels against each other or make an informed call on where to spend the next dollar.
A tracking number for every channel
BraBos signed up for Call Tracking in September 2024. Adriano set up a website pool for dynamic number insertion (DNI) so visitors arriving from Google Ads, organic search, and Facebook each saw a unique tracking number. He also put separate static numbers on printed door hangers and fridge magnets, and on their multi-city Google Business Profiles.
BraBos syncs Google Ads and Analytics directly into CallRail, matching web traffic to real-time phone calls. Built-in automation and call transcripts let Adriano automatically sort call volume by source, saving hours of manual recording reviews. For the 20% of customers who book online instead of calling, Form Tracking delivers that same visibility.
Whether a customer wants to talk through their project first or simply complete their booking online without speaking to anyone, BraBos covers both preferences.
Keep what works and cut what doesn't
With calls traced back to their source, BraBos can accurately measure cost per lead and cost per customer for each channel. No more guessing at one average across all of them. Adriano fired an underperforming Facebook Ads agency once its call volume stopped matching what he was spending on it, and switched Google Ads agencies more than once for the same reason.
Without CallRail, if we hadn't made that decision, I'd still be with the first agency today.
– Adriano, Co-Founder, BraBos Cleaning Services
Those changes cut BraBos's cost per new customer by more than 100%. Tracked call volume from the Newton listing led Adriano to open a second satellite office and Google Business Profile listing in Cambridge. Door hangers followed the same logic — a 5% response rate looks small, but the cost still beats what he was paying for Local Services Ads leads.
Email turned out to be the biggest surprise. Adriano sends a different set of emails to new leads, one-time customers, and recurring customers, and checks in every few months to see which subject lines are getting opened. Tracked calls showed those emails were generating real bookings, a channel he says most home services owners write off too quickly.
No more guessing which channels work
The visibility changed how Adriano approaches every marketing decision, not just the ones tied to a specific channel. Before adding a new channel or committing to another Google Ads agency, he expects a tracking number on it from day one.
Now I'm able to make decisions based on numbers instead of feelings.
– Adriano, Co-Founder, BraBos Cleaning Services
Adriano's advice to other home services owners is simple. "Put a different phone number on every channel you run to see what is working or not working for you," he says. That tracking data is what lets him spot which customers and channels are actually worth the spend.
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*Consent laws for call recording vary by jurisdiction.
