You need calls. You need jobs. You need reviews. And you can't waste money trying every marketing trick at once. The right marketing channels for home services bring customers to your door without draining your bank account.
Here's the truth about home services marketing: pick a few channels, make them work, measure what happens, then scale up. Don't spread your budget across ten platforms. Master two or three first. Track every call and booking. Double down on what works. Cut what doesn't.
How to Choose Your Marketing Channels
Not every channel makes sense for every business. Here's what to think about:
- Service area – Are you covering one town or three counties? Local channels work differently than regional ones.
- Job types – Emergency repairs need different marketing than scheduled maintenance.
- Seasonality – HVAC and landscaping businesses have peak and slow seasons that affect when you advertise.
- Budget – Some channels cost $500/month. Others need $5,000+ to see results.
- Team capacity – Can someone answer calls immediately? Do you have time to post on social media daily?
- Tracking setup – You need to know which channels bring booked jobs, not just clicks.
- Time to value – Some channels work in days. Others take months to pay off.
KPIs to Watch
Track these numbers monthly:
- Calls and leads – How many people contact you? Have you considered a home service answering service?
- Booking rate – What percentage of leads turn into scheduled jobs?
- Cost per lead (CPL) – How much do you spend to get one contact?
- Cost per booked job – The real number that matters
- Return on ad spend (ROAS) – For every dollar spent, how much revenue comes in?
- Review velocity – How many new reviews do you get each month?
When someone needs a plumber, electrician, or HVAC tech, they start on Google. Most home services consumers don't have a company in mind when they search. That's your opportunity.
What "Google" Means for Home Services
Google isn't one thing. It's four connected channels:
- Google Search – Organic results when people search for your services
- Google Maps – The map results that show up with phone numbers and directions
- Google Business Profile (GBP) – Your business listing that appears in maps and search
- Local Services Ads (LSAs) – Pay-per-lead ads that appear at the very top
Set Up Your Google Business Profile
Start here. It's free and takes 30 minutes:
- Complete every field – Business name, address, phone (NAP), hours, website
- Add all your services – List every service you offer with descriptions
- List service areas – Include every city, town, and ZIP code you cover
- Upload 10+ photos – Show your trucks, team, and finished work
- Turn on messaging – Let people text you right from Google
- Get and reply to reviews – 86% of consumers read reviews for local businesses
- Add call tracking – Use a tracking number so you know which calls come from Google
Organic Search Basics
Build individual pages for each service and city:
- Service pages – "Drain Cleaning in [City]" with 800+ words
- City pages – "Plumber in [City]" covering neighborhoods you serve
- FAQ sections – Answer common questions people search for
- Fast website – Pages should load in under 3 seconds on mobile
- Clear CTAs – Make your phone number huge and clickable
- Schema markup – Code that helps Google understand your services
Local Services Ads and PPC
LSAs (Local Services Ads) cost $15-50 per lead for most home services. You only pay when someone calls or messages you through the ad. The Google Screened or Google Guaranteed badge builds trust.
PPC (pay-per-click) means you pay for every click, whether they call you or not. LSAs charge per lead. Big difference.
Start with a $500-2,000 monthly budget. Most small businesses see 8-15 leads per month at that level.
- Pass Google screening – Background checks and license verification required
- Set weekly budgets – Google won't exceed your max
- Dispute bad leads – Mark calls that aren't real customers
- Respond fast – Answer in minutes, not hours
- Track which services convert – Pause low-performing categories
Google Metrics to Track
- Map Pack impressions – How many times you showed up in the top 3
- Profile views – How many people clicked to see your GBP
- Call leads – Calls from your GBP and LSAs
- Booked jobs from Google – The only number that really matters
- Cost per lead – Aim for $20-60 depending on your market
LLM
LLM stands for Large Language Model. Think ChatGPT and similar tools. These help you create content faster and respond to customers quicker.
How Home Services Use LLM Tools
These tools don't replace your brain. They speed up your work:
- Write page outlines – Get a structure for service pages in seconds
- Draft ad headlines – Create 10 variations to test
- Email and SMS templates – Start with a draft, then customize
- FAQ answers – Draft responses to common customer questions
- Estimate follow-ups – Generate personalized follow-up messages
- Chat scripts – Create helpful automated responses
Best Practices
Don't just copy-paste what AI writes:
- Human edit every draft – AI gets facts wrong and sounds generic
- Keep your brand voice – Make it sound like your actual business
- Verify facts – Double-check prices, services, and technical details
- Avoid private data – Never feed customer information into public AI tools
Where LLM Supports Your Channels
- Faster Google content – Write service pages in half the time
- Quicker social responses – Draft replies to comments and DMs
- Better email campaigns – Create sequences faster
- Improved FAQs – Build comprehensive question libraries
LLM Metrics
- Content velocity – How much faster do you publish?
- Response time – Are you replying to leads quicker?
- Customer satisfaction (CSAT) – Do helpful responses improve ratings?
- Time saved – Hours per week you gain back
Email isn't dead. 55% of people still communicate with service providers using email. It's perfect for nurturing leads who aren't ready to book yet.
What Email Does Well
- Nurture leads – Follow up on quotes that haven't booked
- Win back old customers – Remind them about maintenance
- Upsell services – Tell AC customers about tune-ups
- Ask for reviews – Request feedback after completing jobs
Email Playbooks That Work
Quote follow-up sequence: Email 1 (day after quote): "Thanks for the opportunity. Questions?" Email 2 (3 days later): "Still thinking it over? Here's what others say." Email 3 (week later): "Limited availability this month. Ready to schedule?"
New customer onboarding: Welcome email with what to expect. How to reach you for questions. Maintenance tips specific to their service.
Seasonal reminders: "Time for your spring AC tune-up." "Winter is coming. When did we last check your furnace?"
Post-job review request: Send 24 hours after job completion. Include direct link to your Google profile. Keep it short and grateful.
Email Best Practices
- Clear subject lines – "Your estimate is ready" beats "Update"
- One goal per email – Don't ask for three things at once
- Big buttons – "Schedule Now" or "Call Us" in bright colors
- Mobile-first – Most people read on phones
Email Metrics
- Open rate – 20-30% is normal for service businesses
- Click rate – 2-5% of people clicking links
- Reply rate – Track how many respond
- Booked jobs from email – Did the follow-up work?
- Unsubscribes – Under 1% is healthy
Paid Ads
Paid advertising gets you to the top fast. 78% of local mobile searches lead to a purchase within 24 hours. You want to be the business they see first.
Paid Ad Channels
- Google Search/PPC – Text ads when people search your services
- Local Services Ads (LSAs) – Pay-per-lead ads at the very top
- Performance Max – Google's automated campaign across search, display, and YouTube
- Meta/Instagram ads – Target homeowners by location and interests
- YouTube ads – Short videos before local content
- Display/retargeting – Show ads to people who visited your site
Targeting Ideas
- Radius targeting – 10-25 miles from your location
- Specific ZIP codes – Target wealthier neighborhoods
- Lookalike audiences – Find people similar to your best customers
- Remarketing – Show ads to people who got a quote but didn't book
Landing Page Essentials
Where you send ad clicks matters as much as the ad itself:
- Fast loading – Under 3 seconds or people bounce
- One service focus – Don't list 15 services. Pick one.
- One city focus – "Plumber in Dallas" not "Plumber in Texas"
- Social proof – Reviews, Google badges, years in business
- Click-to-call button – Huge phone number at the top
- Simple lead form – Name, phone, address, brief issue
- Online booking – Let people schedule right there
Paid Ad Metrics
- CTR (click-through rate) – 3-8% is good for home services
- Conversion rate – 5-15% of clicks should become leads
- Cost per lead – $30-100 depending on service and market
- Cost per booked job – This is what actually matters
- ROAS (return on ad spend) – Aim for 3:1 or better (every $1 spent brings $3 revenue)
Cost per click for home services keywords can exceed $40 in competitive markets. LSAs often deliver better ROI because you only pay for actual leads.
Social
Social media works for home services, but not the way you think. It's not about going viral. It's about local proof and staying top-of-mind.
Organic Social That Works
- Before/after photos – Show the transformation
- Short how-to clips – "When to call a plumber vs DIY"
- Staff spotlights – Introduce your team
- Community posts – Local events you sponsor
- Special promotions – "Spring tune-up discount"
Social Media Tips
- Post local details – Mention neighborhoods and landmarks
- Pin booking links – Make scheduling easy from your profile
- Answer DMs fast – Within 2 hours during business hours
- Use saved replies – Template answers for common questions
- Route to phone when urgent – "Let me call you right now to help"
Paid Social
Social ads work best for awareness and retargeting:
- Simple offers – "Free estimate" or "$50 off first service"
- Geo-targeting – Show ads only to people in your service area
- Retargeting – Remind website visitors about your services
Social Metrics
- Engagement – Likes, comments, shares per post
- DM response time – Under 2 hours is excellent
- Leads from social – Did anyone actually book?
- Assisted conversions – People who saw your post, then Googled you later
SMS Text Messaging
Texting gets results. 81% of consumers check text notifications within 5 minutes. Use SMS for timely updates and quick confirmations.
When to Text Customers
- Quote follow-up – "Your estimate for $850 is ready. Reply YES to book."
- Schedule confirmations – "Confirmed: Tuesday 2-4 PM. Reply with questions."
- On our way – "John is 15 minutes away. Here's his photo."
- Reschedules – "Can we move your Thursday appointment to Friday same time?"
- Review requests – "How did we do? Leave us a review: [link]"
- Maintenance reminders – "Your annual AC tune-up is due. Book now?"
SMS Best Practices
- Get consent – They must opt in before you text
- Clear opt-out – Always say "Reply STOP to unsubscribe"
- Keep it short – Under 160 characters when possible
- Include helpful links – "Track your tech: [link]"
- Time-of-day etiquette – No texts before 9 AM or after 8 PM
SMS Templates
Scheduling: "Hi [Name], we can come Tuesday 2-4 PM or Wednesday 10-12. Reply 1 or 2 to confirm."
Missed call: "Sorry we missed your call at [time]. We'd love to help. Call [number] or reply here."
Estimate ready: "Your estimate is ready: [service] for $[amount]. Book now? Reply YES or call [number]."
SMS Metrics
- Opt-in rate – How many customers agree to texts?
- Reply rate – SMS gets 45% response rates, way higher than email
- Booked jobs – Did texts lead to scheduled work?
- No-show rate – Does texting reduce missed appointments?
- Unsubscribes – Under 2% is normal
Budgets & Benchmarks
Let's talk real numbers. Here's what small home service businesses actually spend:
Monthly Budget Ranges
PPC/LSAs media spend: $500-3,000/month for small businesses. $3,000-8,000+ for multi-truck operations. Remember, this is just ad spend, not management fees.
Paid social media: $300-1,500/month for Facebook and Instagram ads in local markets.
Basic SEO and content: $500-2,000/month for ongoing optimization, blog posts, and page updates.
Email and SMS tools: $50-300/month depending on your contact list size.
Creative (photos, videos): $200-1,000/month for ongoing content creation.
What Drives Costs Up or Down
- Market size – Big cities cost more than small towns
- Service mix – Emergency services cost more per lead than scheduled maintenance
- Season – Peak season means higher competition and costs
- Review count – More reviews lower your cost per lead
- Site speed – Slow sites waste ad money on bounced visitors
- Offer strength – Clear, compelling offers convert better
The home services market is growing 18.91% per year through 2026. That means more competition for leads. Businesses that nail their marketing now will stay ahead.
Your 90-Day Marketing Launch Plan
Don't try to do everything at once. Here's a realistic timeline:
Month 1: Foundation
- Week 1: Audit what you have – Review your website, GBP, and current marketing
- Week 2: Set up Google Business Profile completely – Photos, services, hours, everything
- Week 3: Add call tracking – Know which channels bring calls
- Week 4: Pick your top 2 channels based on budget and capacity
- Write 3 service pages – Pick your most profitable services
- Write 3 city pages – Cover your core service area
Month 2: Launch Paid and Automated
- Week 1: Launch Google LSAs or PPC with $1,000 test budget
- Week 2: Set up email sequences – Quote follow-up and review requests
- Week 3: Add SMS confirmations and reminders
- Week 4: Build your review engine – Ask every happy customer
Month 3: Expand and Optimize
- Week 1: Add social media ads or retargeting
- Week 2-3: Publish 2-3 helpful blog posts or videos
- Week 4: Analyze your numbers – Which channels drove booked jobs?
- Tune bids and budgets based on data
- Improve landing pages with lower conversion rates
FAQ
Which marketing channel works fastest?
Google Local Services Ads and Google PPC work fastest. You can get leads within 24 hours of launching. LSAs are especially fast because they appear at the very top of search results. Organic SEO takes 3-6 months to show results but costs less long-term.
How much should a small shop spend to start?
Start with $1,500-3,000 per month total. Split this between Google ($1,000 for LSAs or PPC), basic SEO ($300-500), and email/SMS tools ($50-100). You'll see which works best within 60 days. Most small home service businesses spend 5-10% of revenue on marketing once established.
How do I track calls and bookings?
Use call tracking software like CallRail or CallTrackingMetrics. These give you unique phone numbers for each marketing channel. You'll see exactly which ads, pages, or campaigns drive calls. Also use Google Analytics to track form submissions and Google Business Profile Insights to see where calls originate.
What is the difference between PPC and LSAs?
PPC (pay-per-click) charges you every time someone clicks your ad, whether they call or not. Google Search Ads are PPC. LSAs (Local Services Ads) charge only when someone contacts you through the ad—a phone call or message. LSAs cost $15-50 per lead on average. PPC might cost $10-40 per click with only 5-10% of clicks converting to leads.
How do reviews affect Google results?
Reviews are huge. 86% of consumers read reviews before choosing a local business. Google uses review quantity, rating, and recency when ranking businesses in Maps and LSAs. More 5-star reviews mean you show up higher and get more clicks. 57% of people won't use a business with less than 4 stars. Aim for 50+ reviews with a 4.5+ average.
Should I hire someone or do marketing myself?
Do your Google Business Profile yourself. It's free and straightforward. Consider hiring help for SEO (requires technical skills), PPC management (easy to waste money), and content creation (takes lots of time). A marketing agency costs $1,000-3,000/month. Good for businesses doing $500k+ in annual revenue. Below that, use DIY tools and focus on the basics.
What if I serve multiple cities?
Build a separate page for each city with unique content. Don't copy-paste the same text and just swap city names—Google penalizes that. Include local landmarks, neighborhoods you serve, and city-specific details. For LSAs, create separate accounts for each major market area. This improves your performance in each location.
Keep Every Call with Ambs Call Center
You've picked your channels. Your Google profile looks great. Your ads are running. Your website is fast. Now make sure every call gets answered.
Businesses answer less than 40% of inbound calls. Every missed call is a lost job. You spent money on marketing to get that call. Don't waste it.
That's where Ambs Call Center helps.
We work with home service businesses across every trade. Whether you need after-hours coverage, overflow during busy times, or full-time answering, we have options that fit your business.
Want to see what missed calls cost you? Try our missed call calculator. When you're ready to keep every lead and turn marketing into booked jobs, we're here to help.
