Home / Home Services Marketing Agency
Home services marketing agency
Your crews do not get paid for leads. They get paid for booked jobs.
We are a home service marketing agency for HVAC, plumbing, roofing, electrical, pest control, landscaping and cleaning businesses. SEO, Google Ads, Local Service Ads and conversion work, all reported against one number: what it costs you to put a job on the schedule.
★★★★★ 4.9 out of 5 across 500+ brands, managing $2M+ in monthly ad spend
Move the booking rate slider before the spend slider. On most accounts we audit, fixing what happens after the phone rings moves cost per booked job further than any budget change.
01 : Sound familiar?
The phone rings. The schedule stays half empty.
These are the six things home service operators tell us before they switch agencies. If more than two apply, the problem is measurement, not budget.
Your agency reports leads, you count jobs
The monthly report says 84 leads. Your dispatch board says 19 jobs. Nobody at the agency can explain the gap because they are not looking at your schedule, only at their dashboard.
Every lead is a price shopper
Callers ask what you charge, then hang up. That is a keyword problem. Broad terms like cheap plumber near me pull in people comparing three quotes, not people with a burst pipe.
You rank on your street, nowhere else
You show in the map pack for the suburb your office sits in and vanish two towns over. Service area settings and location content are almost always the cause.
Calls go unanswered after five
Emergency work does not wait for office hours. Every unanswered evening call is a booked job you already paid to generate, handed to whoever picks up next.
Winter is dead, summer is chaos
Budgets sit flat through the year while demand swings hard. You overpay in the quiet months and run out of budget in the week your phones should be busiest.
Your reviews stopped growing
You sat at 4.2 stars for two years. Homeowners comparing three contractors in the map pack pick on rating before they read anything, so every point of traffic is worth less than it should be.
Find out what a booked job is really costing you.
Send us your site and ad accounts. We will map spend to scheduled jobs, not form fills, and tell you where the gap is. Free, no retainer, one business day.
02 : Trades we work with
Same channels. Very different economics.
A roofing lead and a drain cleaning lead should never be bid the same way. Job value, urgency and seasonality change everything about how a campaign is built, which is why generic digital marketing for home services packages tend to underperform in every trade at once.
HVAC
Two demand spikes a year and long quiet stretches between. We run seasonal budget curves, split emergency repair from system replacement, and bid maintenance plans separately since they carry the lifetime value.
Plumbing
Emergency intent converts at three to four times the rate of planned work but sits in a narrow set of terms. We ring-fence emergency keywords with their own budget so they never lose auctions to remodel searches.
Roofing
High job value, long consideration, storm-driven surges. Campaigns hold budget in reserve for weather events and the landing pages carry inspection offers rather than quote forms.
Electrical
Residential and commercial behave like separate businesses. We split them at campaign level so panel upgrades and commercial fit-outs are not competing for the same daily budget.
Pest Control
Recurring contracts are the whole game. Campaigns are measured on contract signups rather than one-off treatments, and seasonal pest terms are scheduled to the month they actually spike.
Landscaping
Design build work and weekly maintenance need different messaging and different budgets. Maintenance contracts get their own funnel because the payback runs over years, not one invoice.
Cleaning
Residential recurring and commercial janitorial are separate markets with separate buyers. Commercial work runs closer to a B2B funnel, with longer cycles and named decision makers.
Remodeling
The longest sales cycle in home services and the highest job value. Portfolio content and financing messaging do more work here than any bid adjustment, so the SEO side leads.
03 : What we run
Six channels, one scoreboard.
Home services online marketing fails when channels are bought separately and reported separately. A home services digital marketing agency that sells you SEO in one contract and ads in another has no reason to tell you which of the two is filling your schedule. Everything below feeds one number instead, which is the whole point of running home service digital marketing as a single programme.
01
Local SEO and Google Business Profile
The map pack decides most home services searches before anyone reaches a website. We complete and structure your profile, fix service area settings so you appear across your whole coverage zone, add service and city pages, and build the review flow that lifts your rating. This is usually the fastest moving channel on a new account.
02
Google Ads for home services
Emergency work, planned work and price shoppers all live in the same keyword list and need separating before any budget is spent. We rebuild account structure by service line, ring-fence emergency terms, add the negative keyword lists that stop you paying for DIY and job seeker traffic, and schedule bids to the hours your team can actually answer. Full detail on our Google Ads management page.
03
Local Service Ads and Google Guaranteed
LSAs sit above every other paid result and charge per lead rather than per click, which makes them the cheapest position on the page for emergency work. They also give you almost no control, so they need managing alongside standard search rather than instead of it. We handle verification, budget pacing, lead disputes and the split between the two.
04
Organic SEO and content
Paid search stops the moment you stop paying. Service pages, city pages and problem-first content build the traffic that keeps arriving between campaigns. We combine technical SEO, on-page work and content optimization so pages are written to be quoted by AI search as well as ranked by Google.
05
Conversion and intake
Most home service sites lose more money after the click than before it. Click to call above the fold on mobile, forms that qualify instead of interrogate, financing and guarantee messaging where the doubt happens. Our CRO team tests the pages your ads already pay for, which lifts every channel at once.
06
Attribution and reporting
Call tracking numbers per channel, form source tagging, and a monthly view that ties spend to scheduled jobs rather than to conversions counted in an ad platform. If your field service software exports job data, we reconcile against it. If it does not, we build the tracking so the number is still real.
04 : Why cost per lead misleads
The cheaper campaign is losing you money.
Two campaigns, same month, same business. Campaign A wins every report an agency will show you. Campaign B pays your wages.
This is the whole reason we do not report cost per lead as a headline number. A digital marketing agency for home services that optimises toward cheap leads will quietly push your account toward Campaign A, because that is the column that looks good.
The fix is not complicated. It needs call tracking per channel, a booking outcome recorded against each lead, and someone willing to report the number that is harder to make look impressive.
05 : How we work
Measurement first. Then budget.
Nothing gets scaled until the numbers are trustworthy. Most accounts we take over have been optimised for months against a figure that was never real.
Week 1 to 2
Audit and instrument
Call tracking per channel, form source tagging, conversion actions rebuilt. We establish what a booked job costs today before touching a single campaign.
Week 3 to 6
Stop the waste
Negative keywords, service area corrections, ad scheduling to your answering hours, and the Google Business Profile completion that lifts map visibility fastest.
Month 2 to 4
Build the organic base
Service pages, city pages and review flow. Paid search carries the schedule while this indexes, so volume does not dip during the build.
Month 4 onward
Scale to capacity
Budget increases go to whichever channel holds the lowest cost per booked job, capped at what your crews can actually service without cancelling work.
06 : Proof
A junk removal client was paying $2,107 for a lead.
The account had been running for months with almost no negative keywords and a campaign structure that mixed residential and commercial work into one budget. We rebuilt it, separated the service lines, and cut the terms that were spending without ever producing a call.
Cost per lead fell to $31.87. It is the clearest home services result on our site and it is documented month by month with the account screenshots behind it.
Not sure whether the problem is your ads or your intake?
That is exactly what the audit answers. We look at both sides before recommending a single change in spend.
07 : Questions contractors ask
Before hiring a marketing agency.
A home service marketing agency runs the digital channels that bring homeowners to a contractor: local SEO and Google Business Profile, Google Ads, Local Service Ads, website conversion, and review generation. The difference between a general agency and a home services specialist is the measurement. A general agency reports leads. A home services specialist reports cost per booked job, because a plumbing business cannot pay wages with form fills. The work is the same channels, judged against a different number. When you compare one home services marketing company against another, ask which of those two numbers they report against.
Cost per booked job is total marketing spend divided by the number of jobs actually scheduled from that spend. It matters more than cost per lead because home services leads book at wildly different rates. A campaign producing leads at $40 that book 20 percent of the time costs $200 per job. A campaign producing leads at $70 that book 60 percent of the time costs $117 per job. The second campaign looks worse on every lead-based report and is nearly twice as profitable.
They serve different purposes and most home service businesses need both. Local Service Ads sit above regular search ads, charge per lead rather than per click, and carry the Google Guaranteed badge, which lifts trust for emergency and same-day work. They also give almost no control over targeting or messaging. Google Ads costs more per click but lets you control which services, neighbourhoods and times you appear for. Running only LSAs caps your volume. Running only Google Ads gives up the highest-trust position on the page.
Local map pack movement usually shows within 60 to 90 days because Google Business Profile changes, service area setup and review volume are fast levers. Organic rankings for service and city pages typically take four to six months to produce consistent lead volume. This is why we run paid search alongside SEO from week one. Paid delivers booked jobs while the organic work indexes, and the two are reported against one blended cost per job so you can see the total picture rather than two disconnected channels.
Most healthy home service businesses spend between 5 and 10 percent of revenue on marketing, with newer businesses at the higher end and established ones with strong referral flow at the lower end. The more useful way to set a budget is backwards from capacity. Work out how many additional jobs your crews can take, multiply by your target cost per booked job, and that is your monthly number. Spending more than your crews can service produces booked jobs you cancel, which damages your reviews.
In most accounts we audit the cause is one of three things: the campaign is attracting price shoppers rather than buyers, calls are going unanswered outside business hours, or the landing page is not qualifying the visitor before they call. The first is a targeting and keyword problem, the second is an intake problem, and the third is a conversion problem. All three are visible in the data within two weeks of proper call tracking being installed, which is why tracking is the first thing we fix.
Both. The mechanics are the same at every size, but the sequencing differs. A single-truck operator gets the fastest return from Google Business Profile optimization, review generation and a tightly controlled ads budget in a small radius. A multi-crew or multi-location business needs service area segmentation, per-location tracking and a content programme to hold organic rankings across a wider market. We start with a free audit either way, so you see the numbers before committing to anything.
Your turn
Tell us your trade. We will tell you the number.
Send us your website and, if you have them, Google Ads and Google Business Profile access. We will work out what a booked job currently costs you, which service terms you are missing across your coverage area, and where leads are being lost between the click and the schedule. Free, no retainer, no sales pitch, back within one business day.