Marketing for home service companies, measured in booked jobs.

Measure booked revenue, not leads

A lead that never books costs the same as one that does. Home service companies grow on booked jobs and the revenue they bring, so that is what every channel should be judged on.

We plan around job value after costs, booking rate from calls and forms, and the most you can pay for a booked job. A roof replacement and a repair call are not the same lead, and budgets should reflect that. When campaigns are split by job type and measured on booked revenue, it becomes obvious where money is being wasted on small tickets and price shoppers.

Local Services Ads and paid search

When a homeowner needs help now, they search. Local Services Ads and Google Ads put you in front of that demand within days.

• Local Services Ads charge per lead and sit at the top of the page. They are often the cheapest booked jobs available, but they need active management: disputing bad leads, keeping reviews coming, and answering fast.
• Search campaigns split by service and job value, so high-ticket work gets the budget it deserves.
• Call-focused ads paced to the hours your team can answer, with spend reduced when the phones are unstaffed.

Booked-job data goes back to Google, so bidding favors the searches that turn into revenue.

Local SEO and service area pages

The map results bring in a large share of home service calls. Placement depends on your Google Business Profile, reviews, proximity, and how consistently your business details appear across the web.

Below the map, service and location pages compete for organic searches. We build pages with real local substance: the neighborhoods you serve, the housing stock, common problems in that area, and the work you have done there. Pages that only swap the city name tend to rank poorly and can drag the whole site down.

Organic jobs carry no click cost, so as their share grows, your blended cost per booked job falls.

Planning around the seasons

Demand in most trades rises and falls with the weather. AC calls spike in the first heat wave, roofing follows storms, and pest work follows the warm months. Budgets set once a quarter can't keep up.

We forecast demand by service and market, shift spend weekly toward the services still producing jobs, and pull back before slow periods instead of after. During the busy season, we also watch capacity: buying more calls than your crews can run only raises cost per job and hurts reviews.

Call handling and booking rate

The fastest way to lower cost per booked job is often to book more of the calls you already get. Missed calls, slow callbacks, and quotes that never get followed up cost more than any ad price increase.

We track every call to its outcome and show you answer rates by hour, booking rate by service, and which campaigns send callers who never book. That gives your team a clear list of fixes, and it keeps marketing honest about which leads are actually worth buying.

Multi-location companies

When a company runs several markets, one blended budget hides big differences between them. Competition, job value, and booking rate all vary by location.

We plan and report by market, so each location has its own target cost per booked job and its own budget. Strong markets get room to grow. Weak ones get a plan, or less money until the numbers improve. The same structure makes it simple to launch a new market and see quickly whether it is pulling its weight.

When to use lead marketplaces

Lead marketplaces and aggregators can fill a schedule fast, but their leads are often shared with competitors, and prices tend to rise each year. Close rates usually trail owned channels.

We measure marketplaces on cost per booked job like every other source. Where they still pay back, they stay. Where they don't, we replace that volume with owned demand from search and the map, so you are not renting your growth from someone else.

What you should see every month

Owners need to know whether marketing is filling the schedule with profitable work. Every report we send is built around booked jobs and revenue.

• Booked jobs and revenue by service, market, and channel
• Cost per booked job against your target for each service
• Booking rate from calls and forms, by source and by hour
• Share of jobs from owned channels like the map and organic search

Lead counts are tracked too, but they never stand in for jobs on the board.