Buy calls by the lead, or run the marketing. Decide with the numbers.
TruLata is an AI marketing platform that runs search, ads, content, outbound and email on a schedule and counts every lead from your own site on one screen. Service Direct is a pay per call marketplace that sends exclusive phone calls to local service companies at a price per lead you set. Service Direct's details on this page come from its own website, read in September 2026.
Is it built for a business like mine?
TruLata is built for a service business, whoever runs its marketing: an owner who carries it on the side, or a marketer who wants more reach.
Service Direct describes itself as a pay per call platform for local service companies in the US, and lists home improvement service categories such as HVAC, plumbing, roofing and pest control.
What will I pay, and when do I find out?
Starter is $400 a month, Launch $650, Growth $1,200, and Command is scoped per engagement. Every published tier is month to month with no setup fee, and committing annually drops the monthly twenty percent. Command is scoped with you. The same figures sit on the pricing page.
Service Direct publishes pay-per-lead price ranges by category, including Plumbing $60-$255, Roofing $85-$550 and Water Damage Restoration $500-$2,250, and says you choose your own Cost Per Lead. It states there are no set-up fees and no term contract.
What does each one run for me?
Engines run on a schedule whether anyone is at a desk, and the team that built them runs them. Starter carries the TruLata dashboard, full analytics, leads, search visibility, the AI visibility program, managed Google Ads search, the assistant and briefings and support tickets. Launch adds the content engine. Growth adds Meta ads. Command adds the outbound engine, social media management and your full marketing team, always on.
Service Direct says it works with publisher partners across search engine marketing, directories, social advertising, mobile apps and direct mailers to drive exclusive calls, and that its mySD platform gives real-time access to account performance. You set a service area by zip code, a Cost Per Lead and a campaign schedule, and you can pause or enable campaigns.
Whose lead count can I trust?
Trust your own count. Forms on a site we build are handled server-side, and each submission is written to a Google Sheet and emailed to the team as it lands. At 7:20 Eastern every morning, on an instance whose forms feed the sheet, the lead watch compares it with the conversions Google Ads counted and the events GA4 recorded, so a dead tag or a blind ad account shows up the next day.
Whoever you choose, ask whether the lead count on your screen is your own record or the ad platform's.
Whose count is on the screen
Your record
- Every form submission, written to your sheet as it lands
- Compared with Ads and GA4 at 7:20am ET
Ask Service Direct
- Is the lead count on the screen your own record, or the ad platform's?
Trust your own count.
Will I see every change made to my ads?
At 7:05 Eastern every morning one job reads the change history of every ads account connected to us, plus the list of who holds access to it. Our own writes land in that same history, so what our team did sits on the same record as everyone else's.
Ask Service Direct how you would see a change made to your ads account last week, and who holds access to it today.
What the 7:05am ET watch reads
- The change history of every connected ads accountWhat changed, and when
- The list of who holds accessAnyone added to the account
- Our own writes, on the same historyWhat our team did, on the same record as everyone else's
What do I keep if I leave?
Keep your accounts. Every Google connection is a grant you can revoke in your own console, we never ask for an account password, and where your forms feed a lead sheet the sheet stays where it is. What we read and what leaves with you is written out in full.
Ask Service Direct who owns the ad account, the analytics property, the website and the domain on the day you leave.
Yours on the day you leave
- Every Google account, revoked from your own console
- No passwords held by us
- The lead sheet, where it is
Ask Service Direct who owns
- The ad account
- The analytics property
- The website
- The domain
Put these to Service Direct, and to us.
| Ask this | TruLata's answer | Where to check it |
|---|---|---|
| What it costs | Three published tiers, month to month, no setup fee; Command scoped | The pricing page |
| What is included | A ladder where each tier includes everything below it | The pricing page, row by row |
| Whose lead count it is | Your own forms, compared daily with Ads and GA4 | The Leads view; the lead watch at 7:20am ET |
| Who changed my ads | The change history and the account users, read daily, our writes included | Google's change history in your own account |
| What I keep when I leave | Your Google accounts and your lead sheet | The Your data page |
Ask for the price before the call and the record after it. We publish both.
Questions, answered.
How does Service Direct price its leads?
Service Direct says you choose a Price Per Lead and can change it at any time, and it publishes ranges by category such as Air Conditioning $65-$325 and Electrician $55-$175. It says price varies with call lead volume, service area and service category.
What does Service Direct bill for?
Service Direct says it charges for valid, billable leads, which it describes as potential new customers. Its site says you create an account for free and pay for valid calls.
Where do the details about Service Direct come from?
Service Direct's own website, read in September 2026: servicedirect.com and servicedirect.com/pay-per-lead-costs. If something on this page no longer matches what Service Direct publishes, tell us and we correct it.
Does TruLata publish its prices?
Yes: Starter is $400 a month, Launch $650, Growth $1,200, and Command is scoped per engagement. Command is scoped with you. The figures match on every page we publish.
See it running
before you decide.
The demo is the real product on a fictional company, with your name and email in front of it. Pricing is three published tiers.
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- Refreshed when you open itLive data on page load, never a monthly PDF
- Counted from your own formsLeads recorded server-side, compared daily with Ads and GA4
- Seen in AI answersHow often ChatGPT, Gemini, Claude and Grok name you, measured
- Every send loggedProspect emails leave from a review-first queue, and every send is logged.