Every brand counts leads differently
Each acquisition arrives with its own agency, dashboard and definition of a lead.
COST: NO WAY TO COMPARE BRANDS OR MOVE BUDGETAfter close
What breaks when a brand joins a platform
The same failures show up across home-services roll-ups. Most firms selling fixes work in HVAC, plumbing and roofing. Restoration and pest control have their own economics.
6–8 WKSAds can go dark when an acquired brand is rebranded and Google re-verifies it.
3–20%Of each restoration job can go to TPA fees when referral sources aren't diversified.
~30 BRANDSKept by Rentokil-Terminix after it dropped a one-brand plan. Brand decisions matter.
Spend is reported as clicks and calls
Nobody can tie a dollar of marketing to a booked job, let alone sold revenue.
COST: SPEND CAN'T BE TIED TO EBITDALogins belong to the founder or the agency
Ad accounts, Business Profiles and domains sit outside company ownership.
COST: STALLED REBRANDS, LOST HISTORYCalls go unanswered or unbooked
Emergency and recurring demand is won on the phone, and answer rates go unmeasured.
COST: PAID LEADS THAT NEVER BOOKRevenue quality is hard to read
Restoration leans on a few TPAs. Pest "recurring" revenue hides dormant accounts.
COST: MARGIN LEAKAGE, DILIGENCE DISCOUNTSBrand calls get made too slowly, or too fast
Keep-or-rebrand decisions drift, or get forced before the data is in.
COST: SLOWER ORGANIC GROWTHThe work
One partner across the deal
Start with a fixed-scope assessment. Each later stage builds on what it finds.
Start here · pre-close or first 30 days
Integration Assessment
A scored read of the brand's marketing, with a 100-day plan.
3–4 WEEKS · FIXED FEEAfter the assessment
100-Day Integration Sprint
Accounts moved to platform ownership, one lead definition, call standards, a weekly sponsor scorecard.
100 DAYS · FIXED FEEEach new acquisition
Add-On Onboarding
The same 30-day playbook, rerun for every add-on.
30 DAYS · PER ADD-ONDuring the hold
Performance Retainer
Monthly brand and branch scorecards, budget and vendor reviews, GM accountability.
MONTHLY12–18 months before sale
Exit-Ready Data Room
Clean attribution history, normalized spend and documented playbooks for buyer diligence.
4–6 WEEKS · FIXED FEESelling a company?The Seller Marketing Readiness Report is a two-week version of the assessment for founders, built for the advisor's data room.
What the assessment delivers
- Marketing scorecard by brand and location
- Lead-source matchback: spend tied to booked and sold jobs
- Call answer and booking-rate snapshot
- Referral and TPA concentration (restoration) or recurring-route retention (pest)
- Inventory of every account, login and vendor
- Keep-or-rebrand recommendation for each brand
- EBITDA-impact estimate and a 100-day plan
Out of scope
Running ads day to day, creative production, CRM or software implementation, and hiring. Your teams and agencies keep doing that work, measured against one standard.
Verticals
Restoration platforms first, then pest control.
Who I work with
Built for the people who own the deal
PE operating partners
A read on an add-on's marketing before close, and a plan the platform can run after it.
Platform CEOs and marketing leads
Extra hands for integration so it stops being the last workstream in the 100-day plan.
M&A advisors
Buy side: a marketing workstream for diligence. Sell side: a readiness report that holds up under buyer review.
About
Ashley Cody, principal
I've done marketing integration from inside a PE-backed roll-up: diligence on acquired brands, the first 100 days, and the reporting a sponsor reads every week. I bring that playbook to restoration and pest control platforms.
Restoration and pest run on the same mechanics as the home services I came from. Demand is won by phone, so answer and booking rates set revenue. Platforms are built from many local brands that each need a keep-or-rebrand call. Growth depends on knowing which lead sources turn into sold jobs.
Experience
- Ran marketing due diligence and onboarding for acquired brands inside a PE-backed multi-brand platform
- Built daily call-performance accountability across 14+ branches, used by the CEO and GMs
- Rebuilt spend decisions on lead-to-job matchback instead of lead volume
- Ran weekly branch scorecards and board-level reporting for the sponsor
- Took an AI call-booking agent live across brands
- Directed creative for concurrent rebrands of acquired local brands
Start here
Start with a 20-minute fit call.
Tell me about the platform and the next add-on. I'll tell you whether an assessment makes sense and what it would cover. Restoration and pest control platforms, $2M+ EBITDA.
ashley@acintegrate.com