Home Services Marketing

Home services are ultra-local—homeowners search 'plumber near me,' not just 'plumber.' Google Local Service Ads and Maps dominate these searches. Strong local SEO means appearing in the top 3 Google results for 'emergency [service] in [city]'. This drives 60-70% of leads. Without strong local presence, you're invisible to nearby customers ready to hire.

Local Service Ads (LSAs) appear above traditional ads with 'Google Guaranteed' badges, boosted by Google reviews, and you only pay for qualified leads (not clicks). Regular Google Ads charge per click regardless of lead quality. For home services, LSAs typically generate 30-50% better ROI because you only pay for actual leads. LSAs require licensing verification and insurance but are worth it.

Critical—87% of homeowners check reviews before hiring. A 4.9-star contractor books 3-5x more than a 3.5-star competitor. Review generation strategies: (1) Request reviews immediately after job completion via email/text, (2) Make it easy (direct links to Google, Yelp, HomeAdvisor), (3) Respond to all reviews (positive and negative), (4) Address complaints publicly showing professionalism, (5) Offer incentives (entry into monthly drawing, not discounts for reviews).

Call tracking is essential since most home service leads come via phone. Implement: (1) Unique phone numbers for each ad source/platform, (2) Call recording to verify lead quality, (3) Call attribution to source (LSA vs Google Ads vs organic), (4) Lead source dashboard showing cost per lead by channel, (5) Notes on lead quality (qualified vs tire kickers), (6) Close rate tracking by source. This data reveals which channels justify your budget.

CPL varies by service and market: emergency services (plumbing, HVAC) cost $18-$40 per lead (high urgency), routine services (carpentry, lawn care) cost $12-$30, seasonal services cost less in off-season. LSAs average $15-$25; Google Ads $20-$45; organic/SEO much lower once established. Focus on lead quality, not volume—one $2,000 job from a qualified lead justifies $25-$40 CPC.

Plan campaigns seasonally: (1) Summer (peak): HVAC, roofing, landscaping budgets available, (2) Fall/Spring: remodeling, painting, deck building, (3) Winter: emergency services spike (heating, plumbing), (4) Off-season: reduce paid ads, focus on reputation/website, run special offers. Allocate 40-50% of annual ad budget to peak season (2-3 months). Use email marketing to past customers about seasonal services.

Home service websites must have: (1) CLEAR PHONE NUMBER (large, visible, click-to-call), (2) Service area map showing where you cover, (3) Before/after photos of actual work, (4) Customer testimonials and reviews (embedded from Google), (5) Pricing transparency or estimation tools, (6) Fast load time (mobile speeds matter), (7) Trust signals (certifications, licenses, insurance), (8) CTA buttons ('Call Now,' 'Request Quote') positioned above the fold. Slow sites lose 50%+ of leads.

Both—they work together. SEO provides steady, low-cost leads (6+ months to see results). Paid ads (LSAs/Google Ads) drive immediate leads while you build SEO. Optimal allocation: (1) Month 1-3: 70% paid, 30% SEO investment, (2) Month 4-6: 60% paid, 40% SEO, (3) Month 6+: 40% paid, 60% SEO as organic grows. Paid sustains you immediately; SEO builds long-term competitive advantage.