We bring you booked appointments. You pay per appointment that shows.
Performance lead generation for service businesses. HVAC, roofing, dental, legal, home services. We run the ads. We build the landing page. We track every booking. You pay only for qualified appointments that actually show up.
◆Performance-only · no retainer◆Service businesses, local only◆Meta · Google · Landing pages◆Paid only on appointments that show◆90-day minimum, then 30-day notice◆We run the ads, we get paid per show◆Performance-only · no retainer◆Service businesses, local only◆Meta · Google · Landing pages◆Paid only on appointments that show◆90-day minimum, then 30-day notice◆We run the ads, we get paid per show
The model
Three moving parts. That’s it.
We take over your lead generation. Our campaigns drive prospects to a landing page we build. Qualified prospects book directly into your calendar. We get paid per appointment that shows.
01
We run the lead gen ads
Meta and Google. Local service area targeting. Lead-gen campaigns built from scratch, or a takeover of what you're running. Existing campaigns get paused at kickoff so attribution stays clean. We hold operator-level access. Your Business Manager keeps ownership.
02
You pay per qualified appointment
A fixed fee per appointment that's booked through our landing page, kept, in your service area, and reached by a real person. Out-of-area leads, no-shows, and spam fills aren't billed. Tier depends on your industry and customer value. We quote one number after the call.
03
We reconcile monthly
Every appointment is tracked in a shared GHL pipeline. You see what we see. Monthly invoice covers the appointments that met the qualified criteria. Disputed appointments get reviewed inside a 7-day window.
Your card funds ad spend directly on the platform.
Your Business Manager holds the ad accounts.
Revoke access in two clicks.
Trust block
The four-part definition. Nothing else gets billed.
Most lead gen agencies bill on form fills. Form fills aren't customers. We bill on appointments that meet four criteria, defined in your agreement before kickoff.
01
Booked through our landing page
The appointment was generated by a Rootline-run campaign. Direct calls and walk-ins don't count.
02
The lead showed up
No-shows aren't billed. If they reschedule and show, that counts. If they ghost, it doesn't.
03
Inside your service area
If you serve specific zip codes or counties, leads outside that area don't count, even if they book.
04
Real, reachable contact
If the phone number bounces, the email is fake, or the lead is a known spam fill, it doesn't count.
Out-of-area, no-show, ghost-fill, and spam = not billed. You see every appointment in the shared pipeline.
Who we work with
Service businesses we run lead gen for. Local, appointment-driven, one-call-close.
The model works for businesses where one new customer is worth $500+ and the buying decision starts with a call or a booked appointment. If that's you, this fits.
Home services
HVAC
Plumbing
Electrical
Roofing
Pest control
Lawn care
Window cleaning
Health & wellness
Dental
Cosmetic / med spa
Chiropractic
Physical therapy
Veterinary
Professional services
Law (PI, family, criminal, immigration)
Realtors
Accounting
Insurance
Financial advisors
Industry not listed? If the unit economics match ($500+ per customer, appointment-driven), book a call. We’ll tell you straight up if it’s not a fit.
Fees
One number per appointment. Tier depends on your industry.
The fee is a fixed dollar amount per qualified appointment. There's no retainer, no setup fee, no ad management fee on top. Ad spend sits on your card directly with Meta and Google. We never touch it.
Lower-ticket services
$75 – $150/ appt
Lawn care, cleaning, pest control, lower-ticket home services.
Customer value: $500 – $1,500
Most engagements
Mid-ticket services
$150 – $250/ appt
HVAC, plumbing, electrical, dental, med spa, vet.
Customer value: $1,500 – $5,000
High-ticket services
$250 – $400/ appt
Roofing, solar, remodeling, legal (PI, family law), financial services.
Customer value: $5,000+
Final number depends on your specific industry, customer value, and service area. We’ll quote one number on the strategy call. You’ll see the exact fee in writing before any agreement is signed.
Add-on services
Want social or content direction too?
Social media management and content direction are available as add-on services on top of the lead gen engagement. Priced as a monthly fee scoped to the work, not as a percentage. We’ll quote one number after the strategy call.
What we don’t do
The fewer things on the menu, the better each one gets.
The model works because the scope is tight. If you need one of these, we’ll say so upfront and point you somewhere good.
National brandsLocal service area only. The attribution model breaks at national scale.
Cold outbound / telemarketingInbound only. Different muscle, different agency.
SEONot our lane. We run paid media, not organic search.
Setting up your CRMYou keep what you have. We sync into it.
Selling leads to multiple buyersEvery lead is exclusive to you. Always.
One-off campaignsWe run the model. Not month-by-month projects.
Common questions
The questions every service business asks. Answered straight.
01Who owns the leads?+
You do. Every lead, every appointment, every contact record. The leads live in your CRM (or the GHL pipeline we set up for you). If you ever leave Rootline, the leads stay with you.
02What if a lead is a no-show?+
Not billed. The fee is per appointment that actually shows up. No-shows, ghosts, and reschedules-that-don't-rebook don't count.
03How is tracking handled?+
Every appointment is tracked in a shared GHL pipeline. You see the same data we see. Same calendar, same lead records, same status updates. No black-box reporting.
04What if my calendar is already in another tool?+
We sync into it. Our landing page uses GHL's calendar engine, but bookings can push into Google Calendar, Outlook, Acuity, Calendly, or any tool with a standard sync. Your existing system stays the source of truth.
05What's the contract length?+
90-day minimum to start. After the first 90 days, the engagement continues month to month with 30-day notice either way. The minimum exists so we both have enough runway to know if the model is working. Most accounts need 60+ days of optimization before the cost-per-appointment stabilizes.
06Who pays for ad spend?+
You do, directly to Meta or Google. Your card stays on the ad accounts. We never touch your money. The per-appointment fee covers our management; ad spend is separate.
07What about leads outside my service area?+
Not billed. We target your service area in the campaign settings, but if something slips through, those leads don't count toward the fee.
08Can I see what's working before signing anything?+
Yes. The strategy call covers exactly what we'd run: campaign structure, landing page approach, projected appointment volume, fee per appointment. You'll see the full picture before any agreement is signed.
Free, no obligation
Tell us about your business. We’ll tell you what we’d run.
A 30-minute strategy call. We’ll look at your service area, your average customer value, and your current lead flow. By the end of the call you’ll know: what we’d run, what it would cost per appointment, and what to expect in the first 60 days.