Home Services Companies We Work With
Where Home Services Campaigns Break
Three failures account for most of the wasted spend in this trade, and none of them show up as a bad-looking dashboard.
The phone rings and the jobs do not come. Tracked conversions count wrong numbers, price shoppers and warranty calls the same as a replacement quote. One client’s reporting looked healthy until closed revenue was attributed and the real qualified rate turned out to be 30%.
The map pack and the organic result are separate races. A company can own the three-pack and lose every search where the customer scrolls, or rank first organically and never appear on the map.
The content arrives a season late. A furnace replacement page published in November has already missed the searches it was written for.
How We Run a Home Services Campaign
Track the Job, Not the Call
Call tracking and closed-revenue attribution go in before any content is written, with a qualified job defined by the company rather than by the platform. Until that exists, every later decision is guesswork dressed up as data.
Build a Page for Every Service in Every City
The search is almost always the service plus the city, so the campaign builds that grid deliberately: each trade, each service inside it, each town in the service area, in the order the domain can actually rank them.
Win the Cost Search Before the Provider Search
Homeowners price a job before they pick a company. Cost and comparison pieces catch that search months early, earn the links that make the service pages rankable, and hand the reader to the page that books the work.
Publish a Season Ahead, and Feed Paid Into It
Heating pages land in late summer, cooling pages in early spring, storm pages before the season. Local Services Ads and Google Ads cover the gap while the organic pages age in, then taper as they take over.
Get Named When a Homeowner Asks an Assistant
Homeowners have started asking ChatGPT who to call, and the answer comes back from reviews, directories and local coverage rather than from the company website. The GEO work runs the town-by-town prompt set, finds who the models name today, and works the sources they are quoting.
Most agencies in this trade report calls, and calls are not jobs.
Focus Digital connects the campaign to the CRM so a booked job is what gets counted, builds the service and city grid in the order a domain can actually win rather than all at once, and treats the map pack and the organic result as two races that need different work. Google and AI search are the only things Focus Digital does, both run as one campaign rather than two invoices, and home services has been its largest vertical since the company started.
Home Services Results
Four home services campaigns, every number pulled from the client’s own CRM or call tracking.
A fast-scaling operator whose call volume looked strong and whose booked-job rate did not. Once every channel was qualified and tied back to closed revenue, one month showed $210,675 booked against $6,501 in cost, from 465 leads.
Read the case study →A crowded, high-stakes metro market with too few qualified commercial inquiries. A service-page and location-page engine grew calls and form fills 83% at their peak.
Read the case study →A niche, high-ticket service with no predictable source of jobs. Rebuilding the ad account around Search rather than Performance Max returned roughly 9x.
Read the case study →Limited visibility in the NYC market. A borough-by-borough location strategy produced 236 qualified leads across SEO and Google Ads.
Read the case study →The Trades We Build Campaigns For
HVAC, residential and commercial, where demand arrives in spikes
Plumbing, from emergency calls to trenchless and repipe work
Electrical, including panel upgrades and generator work
Roofing, where storm season decides the year
Multi-trade operators, where the reporting has to separate the trades
Commercial contractors, sold to facility managers rather than homeowners
What Is Included in a Home Services Campaign
Call tracking and closed-revenue attribution, installed before the first page is written
The service and city grid, built in the order your domain can rank it
Google Business Profile and review management, because the map pack is a separate race
Five senior people on your account, each with five to ten years in search behind them
The AI answer set for your towns, re-run on a fixed cadence
Reporting on booked jobs, with targets at 3, 6, 9 and 12 months
Key Things to Know About Home Services Search
The map pack runs on proximity, reviews and the Google Business Profile. The organic result runs on pages and links. A company can lead one and be invisible in the other, and the fix for each does nothing for the other.
Publishing the same page forty times with the town name swapped is the most common local SEO mistake in this trade, and Google has been discounting it for years. A page needs a reason to exist in that town.
Ask a model for the best contractor in a town and it builds the answer from reviews, directories and local press. A company can have the best site in the market and still not be named, because on a local question the models weight what other people publish far above what the company publishes about itself.
Cost searches carry more volume than service searches in most trades. A campaign that skips them hands the first conversation to a competitor and pays more later to interrupt it.
Frequently Asked Questions
What does it cost, and how fast does it pay back?
Quoted on the first call, once we have seen your service area and your site. Your trade mix and the size of your service area decide where you land.
How long before this produces booked jobs?
First booked jobs from organic usually land in months two to three and break-even follows in months four to six, with the biggest gains between months six and twelve. Which season you start in moves those dates, so we set targets at three, six, nine and twelve months and hold to them.
We already get plenty of calls. Why would we need this?
That was the situation at the multi-trade client above. The calls were real and most of them were not jobs, which only became visible once closed revenue was attributed back to the channel. Volume and qualified volume are different numbers and only one of them creates an ROI.
We tried an agency before and got a lot of location pages that did nothing. What changes?
Those pages usually failed for one of two reasons: they were duplicates with the town swapped, or they were published on a domain with no authority to rank them. We check both before writing, and metrics content goes first when the domain needs the links.
Is anyone actually finding contractors through ChatGPT yet?
Enough that it is worth measuring. The free AI Visibility Report runs 40 to 50 of your towns and services across ChatGPT, Gemini, Claude and Perplexity, three times each, and shows which contractor gets named in your market today. If the answer is nobody is asking in your category yet, you will have that in writing.
Do you work with our competitors?
Not in the same market. If your trades and service area overlap with a client we already have, we turn the second engagement down rather than compete with ourselves.
This is not for you if the phone has to ring within 90 days, if you are choosing on price, or if a competitor in your market got here first.
Book a demo
We will go through what your service area could realistically produce, which trades and towns are winnable first, and what it would take to get there. You will see live dashboards from home services campaigns running now, so you can judge the work rather than the pitch. If your market cannot support this yet, we will tell you on the call.
Book a demo →Or start with a free AI Visibility Report
See exactly how ChatGPT, Gemini, Claude, and Perplexity answer when a buyer asks them to recommend a company like yours. 40 to 50 real queries, four models, three runs each, walked through with you in 20 minutes.
Get the free report →