True power in business isn’t about controlling every detail, argues one Canadian entrepreneur, but about empowering a team and company that thrives without micromanaging.
Amanda Wilhelm is the cofounder and chief executive officer of ProfitFill, a Calgary-based software startup utilizing artificial intelligence to help home service providers maximize their marketing expenditure and optimize their calendar.
With a slogan of “Spend Better,” ProfitFill leverages AI to understand a company’s capacity for each business unit and then throttles ad spend to fill more profitable jobs first, automatically adjusting over time based on demand and margins.
Without tools like ProfitFill, Wilhelm argues that business owners risk wasting money on ads that don’t attract the right customers.
ProfitFill “knows which keywords and zip codes bring in the most profit to your business,” and adapts its marketing strategies and spending in response. The platform also crafts tailored marketing funnels for each service a provider offers, delivering its own strategy, keywords, and copy.
The Alberta startup’s tech integrates with many major digital marketing platforms, including Google Ads, Meta, and Microsoft, providing all the “metrics you care about in one spot.”
Targeting home service providers such as HVAC installers, plumbers, roofers, and electricians, the Canadian company claims an average lift in revenue of 30% from using ProfitFill tech.
This is because ProfitFill is “designed to align ad spend with technician capacity,” Wilhelm says, which prevents overbooking, “maximizing efficiency and profitability.”
“Businesses that scale are built on systems, training, alignment, and intelligent use of technology,” the CEO recently wrote in a thought leadership piece on LinkedIn. “Investing in your team and tools like ProfitFill isn’t just a cost—it’s the foundation of sustainable success.”
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