All very interesting observations.
Contractors I use- personal- I get a name,then internet search or other means. If I se a truck,Get the name and INT search,or web site off of truck.
My company has the web add on the truck-local # but not the 800 #.

As far as calls and 'Actual' bookings- that is something to track.

BTW- are there any follow ups to non bookings as to why, or bookings for the same reason?