Google Ads · Manufacturers & Distributors
Google Ads Leads, Routed Straight to Your Dealer Network
Every qualified inquiry reaches the right retailer, dealer or contractor in your network through the lead routing model under MaxV™, supervised by call tracking and confirmed in French and English before it can go cold.
Comairco: cost per qualified lead down 39% · flat retainer · no contract
Google Partner, currentThe Hand-Off Problem
Your ads generate the inquiry. Then it dies at head office.
A buyer searches, clicks your ad and fills the form. The inquiry lands in a head-office inbox. The dealer or contractor who actually serves that territory never hears about it in time. By the time someone forwards it, the buyer has already called a competitor, and your network blames the brand for sending weak leads.
- Generalist agencies measure the form fill, then stop. Nobody owns what happens after.
- Every inquiry that cools in an inbox is ad budget spent twice: once to win the click, again to win the buyer back.
- With no logged hand-off, you cannot prove to your network the leads were ever good.
The Lead Routing Model
From click to dealer call, in four supervised steps
A lead routing model is a Google Ads setup where a manufacturer's campaigns generate qualified inquiries that are automatically directed to the dealer, retailer or contractor serving that prospect's territory, with call tracking verifying each hand-off. Here is how it works under MaxV™.
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Your brand demand becomes campaigns
Search campaigns capture the buyers already looking for your products and your nearest dealer. Performance Max covers your full network footprint. Demand Gen builds awareness in territories you want to grow.
→ demand your network can actually act on -
Every lead is attributed before it moves
GA4, Google Tag Manager and Enhanced Conversions tie each inquiry back to the campaign that produced it. You see what generated the lead, not just that a form was filled.
→ no anonymous leads, no guessing what worked -
The lead routes to the right network member
Territory rules send each qualified inquiry to the retailer, dealer or contractor serving that prospect's area. Every hand-off is logged, so the routing is transparent and auditable across your channel.
→ no lead dies at head office -
Verified by call tracking, answered in French or English
Call-tracking supervision confirms each routed lead was actually picked up downstream, so no inquiry disappears unverified. AI bilingual confirmations answer the prospect in their language, French or English, before the dealer even calls back.
→ every hand-off proven, no prospect left to go cold
The Campaign Engine
Demand capture built to feed your dealer network
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Three campaign types, one job: routable demand
Search catches buyers already looking for your product or the nearest dealer who carries it. Performance Max extends that reach across Google's full network, covering every territory your dealers serve. Demand Gen builds awareness where you want new territories to grow.
All of it runs inside MaxV™, including landing pages built specifically for paid traffic, so a click arrives on a page designed to become a routable inquiry, not a bounce.
The MaxV™ methodology → /en/google-ads-lead-generation/
3 campaign types feeding one routing model -
Bids tuned to qualified-lead value
Target ROAS bidding optimizes toward what a qualified, routable lead is worth to your network, not raw form-fill volume.
Bidding · target ROAS (tROAS)
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Every lead attributed before it routes
GA4, Google Tag Manager and Enhanced Conversions trace each inquiry back to its campaign, so the dealer hand-off is measured, not assumed.
Measurement · GA4, GTM, Enhanced Conversions
Case · HVAC Manufacturing & Distribution
Comairco: Cost per Qualified Lead Down 39%
The situation
Comairco, an HVAC manufacturer and distributor, cut its cost per qualified lead by 39% with IMG Media's Google Ads management. Like most networked brands, Comairco generates demand under its own name while a downstream network closes the sale. The metric that matters in that channel is not clicks or form fills, it is what each qualified lead actually costs. [CONTENT NEEDED: 2-3 client-confirmed sentences on Comairco's situation before IMG, what changed, and the timeframe of the result.]
The approach: MaxV™ applied
Google Ads campaigns built to capture product demand; GA4, GTM and Enhanced Conversions so every inquiry is attributed to a real prospect, not a junk form fill; the lead routing model directing each qualified inquiry to the network member serving that territory; call-tracking supervision verifying every hand-off; AI bilingual confirmations answering prospects in French or English before the lead can go cold.
Who it fits
Best for manufacturers, distributors and buying groups whose Google Ads demand is closed by a downstream dealer, retailer or contractor network. Not for contractors selling directly to homeowners, that is a different playbook.
Measured result
-39%Cost per qualified lead, down 39%. Client-confirmed and named with permission.
Also routing through the same model: United Buyers Group (We Love Fire), a named buying-group network spanning Quebec and English Canada.
Pricing & Policies
Flat retainer. No contract.
If you have been locked into a 12-month agency deal that stopped performing by month three, this model is built for you. Your fee is flat, your commitment is monthly, and the mandate is re-earned with every report. Trust gets proven, not signed away.
The model, in three facts
- One flat monthly retainer, so a growing ad budget never means a growing agency fee
- No long-term contract: you can leave any month, which keeps the work accountable every month
- Your campaigns run under a current Google Partner credential, verifiable today
[CONTENT NEEDED: confirm whether a starting retainer figure may be published; if not, this band runs without a number]
How your quote is set
- Start with a free audit: a read on your account, your cost per qualified lead and your routing fit
- The retainer is scoped to the work in your account, not to a percentage of your ad spend
- You receive a fixed quote before you commit to anything
[CONTENT NEEDED: operator to confirm the exact factors that scale the retainer]
Before You Request a Quote
Channel conflict, lead quality and bilingual coverage, answered
Won't routing leads to some dealers and not others start a channel war?
No, because leads are routed by territory rules, not by preference. Each qualified inquiry goes to the dealer, retailer or contractor serving that prospect's territory, and call tracking logs every hand-off so the record is auditable. Your network sees a transparent system, not favoritism.
How do you prove a routed lead was actually qualified?
Every routed lead is verified by call-tracking supervision and attributed in GA4 with Enhanced Conversions, and the metric you get reported is cost per qualified lead, not raw form fills. A form fill is easy to count and easy to fake. A tracked call that reached the right network member is neither.
We sell across Quebec and English Canada. Can you run both languages?
Yes. Your campaigns run in French for Quebec and in English for the rest of Canada, and AI bilingual confirmations answer each prospect in their own language right away, before the lead can go cold between your brand and your network.
Are we locked into a contract?
No. You pay a flat monthly retainer with no contract, and you can leave any month. That structure is deliberate: when nothing locks you in, the work has to re-earn your file every month.
Why a Google Ads specialist instead of our full-service agency?
Because a generalist agency measures the form fill and stops, while the lead routing model carries each lead all the way to the dealer who closes it. Google Ads is the only channel here: Search, Performance Max and Demand Gen, tuned to qualified-lead value. If your current agency does not operate territory routing, this is the part of your funnel it cannot see.
Who actually runs the routing and the campaigns?
Your routing, call-tracking and GA4 stack is owned by Nathanaël Morin, Partner and Director of Technology, with strategy from founder Martin Genesse, at a current Google Partner agency. Meet the team at about us.
B2B Consultation
Get a concrete read on your account before you commit to anything
You'll see what Google is learning from your conversion signals, where spend leaks before it reaches your dealer network, and whether lead routing fits your channel. In French or English, your call.
IMG Media has supported us for over 10 years. Impeccable service, great integrity, always listening and always ready to act.You'll speak with Nathanaël Morin, Partner and Director of Technology. Google Partner agency, flat retainer, no contract.
Ready to get started?
Tell us about your goals and we’ll take it from there — no obligation.
Request a quote