SGM Services — Missed calls converted into booked jobs
Last updated May 14, 2026
SGM Services is a water and fire restoration operator that had paid acquisition working — they were generating ad-driven leads through Google — but the conversion path was leaking at every step. New leads sat in voicemail. Missed calls from the LSA listing went to a generic auto-reply that homeowners ignored. By the time SGM called back, the job had been booked by a faster competitor.
The mandate from Infinity Pipeline AI was specific: stop the leak. Re-capture the leads they were already paying to generate.
What was broken
- Voicemail-driven follow-up: emergencies were left to ring out and call back on the operator's schedule, not the homeowner's.
- No after-hours coverage: every Friday-night and weekend lead was effectively a coin flip.
- No tracking of which Google channels (LSA vs Search vs organic) were producing closes, so spend optimization was blind.
What we changed
AI follow-up on every missed call within 60 seconds. Whether the call rang to voicemail or rolled to the dispatcher and went unanswered, the AI took over inside a minute — qualified the job, captured address and damage details, booked the appointment.
Reactivation flow for 'lost' leads. Leads that didn't book on the first AI interaction got an automated 24-hour reactivation sequence over SMS and call-back. Recovered roughly one in five.
Source attribution across every booked job. Every booked appointment is now tagged by source — LSA, paid search, organic, referral — so we can see exactly which dollars are buying which jobs and reallocate weekly.
What happened
- Under 60 seconds — AI follow-up on every missed call.
- 20% of 'lost' leads reactivated within 36 hours.
- After-hours leads stopped being a coin flip and started booking at parity with business-hours calls.
The net result was a measurable lift in booked jobs from the same ad spend — the system stopped leaking and started compounding.
What the team said
"Other agencies sent us a monthly PDF. These guys sent us booked jobs. The dashboard shows every call and where it came from — I finally know what's working." — Operations Lead, SGM Services.
If you're paying for leads that aren't booking
The most expensive lead in restoration is the one you already paid Google for and then didn't answer. If that sounds like your shop, book a strategy call here.