Marketing for Home Services Companies
Home services is a speed business. The customer with a leak is calling three companies and hiring whoever answers, and half your marketing budget is decided by whether someone picks up. The channels are well understood: the map pack, Local Services Ads, paid search and a site that loads on a phone in a driveway. The part that separates companies is what happens in the four minutes after the enquiry lands.
The home services reality
Proximity beats almost everything in the map pack
Ranking in the three-pack is heavily influenced by where the searcher is standing. That caps how much any one location can win and makes service area strategy, review volume and profile completeness the levers that actually remain.
Emergency and planned work behave nothing alike
A burst pipe converts in minutes with no comparison shopping. A twenty thousand dollar system replacement takes three quotes and two weeks. Running both through one campaign with one bid strategy and one landing page underserves both.
Most enquiries are calls, and most calls are untracked
When the primary conversion is a phone call and there is no call tracking, the ad platform is optimising on a fraction of the real outcomes. This is the most common and most expensive gap we find in this sector.
Seasonality is brutal and predictable
The first cold snap and the first heat wave decide a large part of the year. Budget pacing that ignores this either runs out in August or leaves demand uncaptured in January.
Built for home services
- Local SEO and Google Business Profile management across every service area
- Google Ads and Local Services Ads structured by job type and margin
- Call tracking with dynamic numbers so every call is attributed
- Fast mobile landing pages built around one job type each
- Missed call text back and instant reply on every enquiry
- Review generation timed to job completion
- Seasonal budget pacing built around your demand curve
- Service area page architecture that does not read as spam
Why they choose us
We track the phone properly
Dynamic number insertion, call recording where you allow it, and calls scored as leads or not before they count as conversions. A ninety-second wrong number should not look identical to a booked install in your reporting.
Job type, not just service
Campaigns split by margin and urgency, because a drain unblock and a repipe deserve different bids, different pages and different follow-up. Grouping them by trade is how accounts end up buying cheap jobs at expensive prices.
Follow-up on the estimates that stall
In this sector a large share of revenue sits in quotes that were sent and never chased. Automated follow-up on stalled estimates is often worth more than any bid change.
Honest service area strategy
Building four hundred near-identical city pages does not work any more and can get a site filtered. We build the ones with real service depth behind them and put the effort into the profile instead.
Services built for home services
SEO for Home Services Companies
Home services SEO is mostly local SEO, and local SEO is mostly three things: a Google Business Profile that is genuinely better maintained than your competitors', reviews arriving steadily, and a site that is fast on a phone and says clearly which jobs you do in which areas.
Google Ads for Home Services
Home services paid search is unusually unforgiving.
Common questions
Should we run Local Services Ads or Google Ads?
Usually both, and they answer different questions. LSA is pay per lead, sits above everything, and carries the Google Guaranteed badge, but you have limited control and lead quality varies. Search ads give you control over intent and page. Most established companies run LSA for volume and search for the higher ticket work where the landing page matters.
How many reviews do we need?
More than the competitors ranking above you, and arriving steadily rather than in bursts. Twenty reviews in one week after three quiet years looks exactly like what it is. Volume, recency and response rate all matter, and asking at the right moment matters most.
Do city pages still work?
Thin ones templated across two hundred towns do not, and can drag the whole site down. Pages for areas where you genuinely work, with real specifics, real jobs and real proof, still earn rankings. The test is whether a human from that town would find the page useful.
We are booked out. Why would we advertise?
Often you should not, or not at the current budget. The more useful move when you are at capacity is shifting spend toward the higher margin work rather than turning everything off, because rebuilding a paused account in spring costs more than pacing it down does.
Grow your Home Services
Book a free assessment and you get an honest read on where the opportunity is, whether or not you hire us.