Industries · Home services
One brand, four trades, and a budget that has to know the difference.
Multi-service home companies usually run one campaign for everything and cannot tell which trade is carrying the account.
Four things that decide a home services account.
Blended numbers hide the losing trade
When electrical, HVAC, plumbing and handyman work share a cost-per-lead target, one strong service subsidises the others indefinitely. Splitting the account by trade is usually the single highest-value change we make in the first month.
Every trade has a different job value
A handyman visit and a panel upgrade cannot carry the same acquisition cost. Without job-value tracking per service line, budget flows to whichever trade produces the cheapest leads — which is almost always the least profitable one.
Cross-sell is the real advantage
You already have the customer's address and trust. A membership or a second-trade offer to an existing customer costs a fraction of a new acquisition, and almost nobody in this category advertises to their own list.
Seasonality stacks in your favour
Multi-trade is the one home services model where seasonality can be smoothed — HVAC peaks in summer, plumbing in winter freeze, electrical is steadier. That only works if budget can actually move between them.
02
What the searches look like
Each trade behaves differently — emergency plumbing converts in an hour, electrical panel work takes days, remodeling-adjacent work takes weeks. Treating them as one funnel produces an average that describes none of them. Every service line gets its own campaign, page, and cost target.
Specific to this trade.
- 01Campaign structure split by trade, never one catch-all campaign
- 02Per-service landing pages, so a plumbing click never lands on a services menu
- 03Job-value tracking by service line, fed back into bidding
- 04Budget rules that shift spend between trades as seasons turn
- 05Customer-list campaigns for cross-sell and membership, not just new acquisition
04
What ads can’t fix
Paid media cannot fix inconsistent service quality across trades. If your electrical crew is excellent and your handyman work generates complaints, advertising both equally will damage the brand faster than it grows it. Advertise what you are good at.
Fifteen minutes on your home services market.
We will tell you roughly what a lead costs in your area and whether we think we can beat what you are paying now.
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