Eden Lovejoy, COO, Joe Kashurba, Founder and CEO and Danielle Taite, Director of Global ServicesKashurba gets paid only when its clients generate sales—shifting financial risk away from clients and tying accountability directly to outcomes.
Working with home improvement and home service companies, the high-performance digital advertising partner serves as a pay-for-performance lead-generation partner, delivering exclusive leads built for conversion. Rather than charging upfront fees, Kashurba earns revenue when sales are generated—often through a revenue-share arrangement—treating demand generation as a revenue function rather than a marketing expense.
This model addresses a familiar dilemma in home services. Many contractors rely on shared-lead aggregators that distribute the same inquiry to multiple businesses, compressing conversion rates and margins. Others engage traditional agencies, paying retainers and funding ad spend without certainty that campaigns will translate into booked jobs. Kashurba was built outside both models by taking on the economics of acquisition itself.
“It’s almost like, rather than being a part of their marketing, we’re part of their sales organization. We’re about converting to sales,” says Joe Kashurba, founder and CEO.
How does Kashurba structure campaigns to generate leads ready for immediate sales action?
That role dictates execution. Kashurba builds programs to generate leads that can be acted on immediately, not to drive visibility or brand lift. Each engagement is tailored to the client it serves, with targeting, messaging and channel mix organized around conversion outcomes.
Rather than competing only for high-intent searches on crowded platforms, Kashurba expands where demand is captured. Campaigns run across a broader mix of social and native environments, often drawing from multiple lead sources beyond Google and Meta. This approach reduces dependence on any single channel and, in many engagements, helps Kashurba become a client’s first or second largest lead source early in the relationship while improving efficiency at scale.
Integration with the client’s marketing team remains intentionally light. Kashurba does not replace in-house teams, incumbent agencies or website providers. Clients continue running existing programs while Kashurba operates alongside them, generating incremental demand without disrupting established systems.
What internal hiring and training practices maintain consistent execution across Kashurba’s remote organization?
That consistency is reinforced internally. Kashurba operates as a fully remote organization yet remains unusually stable, with every team member joining through internal referrals.
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It's almost like, rather than being a part of their marketing, we're part of their sales organization. We're about converting to sales.
“We’ve had one person in the history of the company leave and that was because she retired,” notes Eden Lovejoy, COO.
Kashurba hires for fit and trains team members in-house on its own strategies, systems and processes, avoiding inherited agency habits and keeping execution tightly aligned with conversion outcomes.
Why does Kashurba prioritize clients with established sales infrastructure before scaling lead generation programs?
Client selection follows the same discipline. Because Kashurba assumes acquisition risk, it works best with companies already equipped to monetize demand, call centers that respond quickly, sales teams that can close and CRM and reporting systems that track performance. The firm does not position itself as a fixer of broken operations. Its role begins once a sales engine is in place and ready to scale.
From the client’s perspective, that clarity removes a familiar tradeoff.
“Home improvement companies are dealing with aggregators that sell shared leads to multiple businesses. Otherwise, they’re working with agencies that charge them a bunch of money and there’s no guarantee they’re going to get results,” says Danielle Taite, Director of Global Services.
Kashurba points to client outcomes as evidence of the model. In an early engagement, a regional home improvement company grew from roughly $30 million in annual revenue to $300 million within four years. Kashurba was the catalyst for this growth, producing 95% of total sales at the $300 million mark. That pattern has repeated across other engagements, from reducing cost per lead for large operators to becoming a high-volume lead source for regional businesses within weeks.
Today, Kashurba works with regional companies and multiple large home improvement organizations, including clients ranked among the industry’s top tier. Operating intentionally low-profile, the firm functions as a ‘secret weapon’ behind fast-growing home services businesses rather than as a highly visible vendor.
By tying revenue to sales and organizing its team, training and client fit around that commitment, Kashurba has built a model that grows only when its clients do, an approach that earned it recognition as a Top Lead Generation Services provider for 2026.
