In this episode of The Clerics of Marketing, Adam tackles one of the ugliest truths in the industry: most marketers stretch the truth far beyond what actually happened. From inflated case studies to “unicorn” ROI claims, Adam breaks down how agencies twist numbers, take credit for results they didn’t cause, and hide behind shiny headlines that fall apart under real scrutiny.

He shares personal stories from both marketing and IT consulting, including situations where results were legitimate but lacked the hard tracking data needed to back them up. Adam also walks through the generator installation example, showing why raw lead counts don’t tell the full story and why honesty about qualified leads, close rates, and real revenue matters far more than splashy metrics.

The conversation shifts into a practical guide for home service contractors on how to evaluate marketing partners. Adam highlights what questions to ask, what red flags to watch for, and why you should care more about consistency, communication, and long-term support than a handful of impressive screenshots.

At its core, this episode is about integrity — the kind that prefers truth over hype and genuine partnership over high profit margins. If you’re tired of marketing companies overselling their magic, this honest breakdown will help you see through the noise and choose a partner who shows up, sticks around, and tells the truth.