What number should a home-services company track?
Track cost per booked job. It is your total marketing spend divided by the number of leads that became scheduled appointments in your field-service software.
Cost per lead looks cleaner, but it hides wrong-service calls, callers outside your area and price shoppers who never book. Here is a hypothetical example. Say you spend $4,000 in a month and get 100 calls, so each call costs $40. If 25 of those calls book, your cost per booked job is $160. Next month calls drop to 80, but 32 book. Cost per call rises to $50, yet cost per booked job falls to $125. The second month was better, and only the booked-job number shows it.
Read more in why more calls don't always mean more jobs.
What do we build for home-services companies?
We build the full path from search to scheduled job. Most clients start with paid search and local visibility, then add tracking and CRM work.
- Google Ads. Tight campaigns with 25 to 40 exact-match keywords each, and ad assets written for that specific service. See Google Ads management.
- Local Services Ads. Profile setup, service categories, service areas and lead dispute habits. See Local Services Ads.
- City service pages. One page per city you actually serve, with real local detail. No copy-and-paste doorway pages.
- Google Business Profile. A weekly post program, photo updates and category checks. See local SEO.
- Conversion tracking. Calls, forms and chat recorded as conversions so the ad platforms learn from real leads.
How do leads get from the ad to your schedule?
Leads should land in your field-service CRM within seconds, tagged with their source and checked for duplicates. That is what makes cost per booked job possible to measure.
We connect web forms, call tracking and ad-platform lead forms through tools like GoHighLevel and Zapier into the CRM your dispatchers already use. Duplicate checks stop the same homeowner from becoming three jobs. Referral and retail-partner leads get their own workflow so partners get credit and fast follow-up. Learn more about our CRM development work.
What have we done in home services?
Our team has run this playbook for a Houston-area generator and electrical company. The work included:
- A Google Ads restructure into tight exact-match campaigns with campaign-specific assets
- Google Local Services Ads management
- About 47 city service landing pages
- A weekly Google Business Profile post program
- Looker Studio reporting comparing organic and paid traffic year over year
- Lead routing into a field-service CRM with duplicate prevention
- A Meta lead-ads audit and a LinkedIn company-page program for commercial buyers
We share the work and keep the client's name and private numbers confidential.
How do you handle seasonal demand?
We plan budgets around your real busy and slow seasons. Generator demand often jumps before hurricane season and right after big outages. HVAC calls surge in the first heat wave. Plumbing spikes after a hard freeze.
We set budget rules ahead of time: when to raise bids, when to pull back and which services to push when crews have open slots. That way a busy week fills your schedule without burning money on calls you cannot take.