As a contractor, you might think branding is something only big companies need to worry about. But the truth is, branding is just as important for small businesses, especially contractors. Your brand shapes how customers see you and can be the difference between landing a job or losing it to a competitor.
So, What is Branding?
Branding isn’t just a logo or a cool tagline—it’s how your customers perceive your business. It’s the emotional connection they feel with you and how they remember your company even after the job is done.
Your Business Identity: This includes your company name, logo, and overall look and feel. It’s how your business is recognized and remembered in the market.
Customer Interactions: Every interactiion—whether it’s on the phone, via email, or in person—plays a part in forming your brand image. How you communicate with customers builds their perception of your reliability and professionalism.
Reputation and Trustworthiness: The reputation you build through customer reviews, testimonials, and word-of-mouth referrals is integral to your brand. It’s how you’re known in your community and industry.
Consistency Across Platforms: From your website and online presence to your social media pages, or other advertising materials, having a consistent logo and visuals across all platforms reinforces your brand and builds recognition.
Unique Value Proposition: Your brand should clearly communicate what sets you apart from the competition. What makes you different? Why should a customer choose you over others?
For contractors, branding helps differentiate you from your competitors, communicate your values, and create lasting impressions that build customer loyalty.
Why Branding Matters for Contractors
Even if you’re a small business with a local service area, such as a contractor, strong branding offers many benefits:
Builds Trust and Credibility – Customers want to feel confident in the contractor they hire. A strong brand, backed with quality service and professionalism, helps establish trust. This is especially crucial in industries like contracting, where customers are trusting you to come into their homes or businesses
Makes You Stand Out in a Competitive Market – Contractors face harsh competition in their local markets. By defining your brand, you can highlight what makes you different—whether it’s your unique services, experience, or commitment to quality. A clear brand message helps potential customers remember you when they need a contractor.
Promotes Consistency Across Marketing Channels – Whether you’re running ads on Google, posting on social media, or building an organic online presence, a consistent brand message and look will ensure your marketing efforts feel cohesive. Customers are more likely to engage with a brand they recognize across multiple touchpoints.
Attracts the Right Clients – Your brand will attract customers who align with your values and services. If you’re known for high-quality, reliable work, your brand will attract clients looking for the same qualities. Effective branding helps you reach your ideal audience.
Increases Customer Loyalty – A well-crafted brand can create a lasting connection with your customers. When people feel good about your brand, they are more likely to return and recommend you to others. Happy customers are a powerful marketing tool for small businesses.
How Contractors Can Build Their Brand
Even small contractors can make a big impact with effective branding. Here’s how:
Create a Professional Website – Your website is often the first interaction potential customers will have with your brand. Make sure it’s professional, user-friendly, and optimized for search engines (SEO). This will not only help with visibility but also create a positive first impression.
Leverage Google Business Profile (GBP) – Your Google Business Profile is a vital tool in local branding. By creating and optimizing your profile, and encouraging satisfied customers to leave reviews, you boost your visibility and enhance your reputation.
Invest in Visuals – Your logo, business cards, uniforms, and even your vehicle wrapping are part of your brand. Make sure they reflect the professionalism and quality of your work.
Develop Consistent Messaging – Your messaging should clearly communicate what you do, who you serve, and why you’re the best choice. Whether it’s a tagline, your social media posts, or your website copy, keep your message consistent.
Get Active on Social Media – Use social media platforms like Facebook, Instagram, and LinkedIn to showcase your work, engage with your community, and build a following. Share before-and-after photos, testimonials, and helpful tips.
Offer Exceptional Customer Service – Your brand is also built through the customer experience. Providing excellent service, following up after jobs, and addressing concerns quickly all reinforce your brand’s reputation for reliability and trustworthiness.
Building a strong brand as a contractor means pulling together several key pieces. A mobile-friendly website, an optimized Google Business Profile, effective marketing channels, and positive client reviews are all essential pieces. When these elements come together, they form a trusted brand that resonates with your customers. Each piece plays a role in showcasing your professionalism and reliability, helping you stand out and grow in a competitive market.
Build a Brand That Attracts the Right Clients
It’s not just about looking good—it’s about standing out. We’ll help you do both.
When you’re spending money to generate leads, there’s one number that can quietly decide whether your ad campaign sinks or soars: your TCPA. Your TCPA (Target Cost per Acquisition) isn’t just a number, it’s a signal to Google that shapes how your pay-per-click ads perform. Set it thoughtfully. Don’t get greedy. And if in doubt, talk to someone who understands the balance between lead quality, volume, and cost.
What Is a TCPA?
TCPA stands for Target Cost Per Acquisition. It’s the amount you’re aiming to pay per conversion, in most cases, a phone call or form submission from a qualified lead. It tells Google, “Hey, I’m willing to pay this much for a customer action.” Set your TCPA too high, and you could end up wasting money. Set it too low, and your ads may never show at all. It’s the Goldilocks problem of online advertising, and getting it “just right” is the difference between a campaign that scales profitably and one that fizzles out.
How Google Uses TCPA
When you set a target CPA, you’re giving Google’s smart bidding system a constraint. It’ll try to get conversions at or below that amount, but it won’t always succeed, especially if the competition is outbidding you or if the audience pool is small.
What Happens When You Set TCPAs Too High
Just like setting your TCPA too low can strangle your campaign, setting it too high can lead to the opposite problem: overpaying for the same quality leads without seeing any real gain in volume or performance.
The Cost Creep Dilemma
Let’s say your average cost per lead is $80, but you decide to raise your TCPA to $150, hoping to increase volume. What often happens is Google simply spends more without giving you more.
Why? Because Smart Bidding doesn’t magically generate more demand, it just gives Google permission to bid higher in auctions, including on clicks you may have already been winning at lower prices.
Higher TCPA ≠ More Leads
Raising your TCPA does not equate to more leads. This is a common misconception. Contractors often assume that if they open the floodgates on their target CPA, Google will unlock a wave of high-quality leads. But unless there’s excess search volume and increased competition, that higher bid ceiling just increases your cost per conversion.
Think of it like a silent auction:
You were winning a bid at $90. Now you say you’ll go up to $150. So Google charges you $140, not because the lead got better, but because it can.
Real Life Results: A 49% Boost in Leads
Let’s take a look at how strategic TCPA adjustments played out for a real business: a carpet cleaning company in the Miami area.
In February, their campaign was running with TCPAs that had been increased over time to account for the rise in demand. For carpet cleaning, their TCPA was set at $80, but their actual cost per lead came in much higher at $107. The upholstery cleaning campaign was in a similar boat, with a TCPA of $75 but leads costing $90. Despite a solid budget and steady campaign structure, they pulled in 39 total leads for the month. Google’s Smart Bidding system was likely using the higher TCPAs as permission to bid more aggressively, pushing lead costs beyond what made sense for the business.
In March, we decided to tighten things up. The carpet cleaning TCPA was lowered to $40, and Google responded by delivering leads for just $35, not only below the new TCPA but also dramatically cheaper than February’s $107. Upholstery cleaning followed suit: lowering the TCPA to $45 brought the lead cost down to $59. The results were immediate and impactful. Their lead volume jumped from 39 in February to 58 in March, a 49% increase.
This shift wasn’t magic. It was a direct result of giving Google smarter bidding boundaries. The system adjusted, the results improved, and the company got more for less.
When Do Higher TCPAs Make Sense?
There are situations where increasing your TCPA is smart, including:
Entering a highly competitive market with strong intent keywords
Launching a new campaign that needs data quickly
Running time-sensitive offers where speed matters more than margin
But it should be done strategically and monitored closely.
What Happens When You Lower Your TCPA Too Much?
Lowering your TCPA too quickly or too drastically can trigger:
Fewer impressions
Loss of visibility on top-performing keywords
Fewer leads and longer learning periods
It’s like slamming the brakes on a speeding car. You don’t coast to a stop, you jerk to a halt. And sometimes, you have to start the learning process all over again, which can take weeks.
What to Do Instead
If you’re trying to improve ROI or lower your lead costs, try these first:
Improve your landing page conversion rate (add social proof, remove friction).
Test new keywords that open up cheaper opportunities.
Revisit your ad copy; sometimes, better messaging gets cheaper clicks.
Let the algorithm learn. Avoid changing TCPAs more than once every 2–3 weeks.
Want help optimizing your TCPA? Let the team at 99 Calls take a look. We’ve helped contractors in dozens of home service industries find the sweet spot between performance and profitability.
Looking to keep your calendar full with quality remodeling leads? Here’s your go-to list — counting down from 10 to 1 — based on price, lead quality, exclusivity, and contractor sentiment.
🔟 Angi (formerly Angie’s List)
💰 Price: $15 – $100+ depending on job type 📈 Lead Quality: 4/10 🔁 Lead Type: Shared
Why it’s here: Once the go-to for homeowners, Angi has lost its edge with most contractors. Shared leads and mixed reviews keep this one from being at the top.
9️⃣ Thumbtack
💰 Price: $15 – $75 depending on the size and nature of the job. 📈 Lead Quality: 5/10 🔁 Lead Type: Shared
Why it’s here: Great for exposure and small jobs, but shared leads and frequent ghosting can be frustrating. Still, some remodelers report success with a quick follow-up or large teams.
8️⃣ Networx
💰 Price: $14–$300 per lead 📈 Lead Quality: 3/10 🔁 Lead Type: Shared
Why it’s here: A mixed bag. Some contractors land decent jobs, others waste time chasing dead ends.
7️⃣ HomeAdvisor
💰 Price: $15 to $100+ per lead, plus an annual membership fee 📈 Lead Quality: 4/10 🔁 Lead Type: Shared
Why it’s here: Despite its size, HomeAdvisor has a reputation problem. Shared leads and low conversion rates knock this one down the list. However, most companies start here as a way to test the waters and get some practice. Some stay with HomeAdvisor because they like the low prices others invest in exclusive or higher quality leads.
6️⃣ Houzz Pro
💰 Price: $200–$300/month (subscription model) 📈 Lead Quality: 6/10 🔒 Lead Type: Exclusive
Why it’s here: A great platform for design-build firms to show off their portfolio, but don’t expect a flood of leads. More brand-builder than lead-driver.
5️⃣ Modernize
💰 Price: ~$29–$60 (shared), $$+ for exclusive 📈 Lead Quality: 8/10 (when exclusive) 🔁 Lead Type: Shared or Exclusive
Why it’s here: Modernize offers flexibility. Exclusive leads can be solid, but shared ones still dominate the platform.
4️⃣ Service Allies
💰 Price: ~$66 per lead 📈 Lead Quality: 8.5/10 🔒 Lead Type: Exclusive
Why it’s here: A newer player with promising reviews. Exclusive leads and solid early feedback give it potential — worth keeping an eye on.
3️⃣ Service Direct
💰 Price: $100–$500 per call 📈 Lead Quality: 6/10 🔒 Lead Type: Exclusive
Why it’s here: Real-time, inbound calls = hot leads. But prices can be steep in major metros, and the quality can vary depending on your service area.
2️⃣ Koalaty Leads
💰 Price: $45–$175 per lead 📈 Lead Quality: 9/10 🔒 Lead Type: Exclusive
Why it’s here: Focused, exclusive, and well-reviewed. Koalaty delivers high-intent remodeling leads that are tailor-matched to your business. You’ll pay more—but you’ll compete less.
🥇 1️⃣ 99 Calls 🚀
💰 Price: $40–$250 depending on location and job type 📈 Lead Quality: 9/10 🔒 Lead Type: 100% ExclusiveWhy it’s #1: Consistently top-rated for remodeling leads. Between SEO, PPC, and LSA options, 99 Calls offers a scalable solution with zero lead competition. Best value (and reviews) when quality matters most.
Final Thoughts
Remodeling leads aren’t just about volume — they’re about fit. Whether you’re building kitchens, finishing basements, or tackling whole-home renovations, the right lead partner can make or break your ROI.
Want volume fast? Consider platforms like Thumbtack or Networx — but be ready to hustle.
Prefer quality and exclusivity? Go for 99 Calls, Koalaty, or Service Allies.
Google recently announced a significant update to its photo guidelines for Local Services Ads (LSA). Starting May 22, 2025, the platform will ease some of the restrictions previously placed on the types of business photos that advertisers could upload.
Here’s the email that was sent out to advertisers:
What’s Changing?
The new guidelines will remove some of the business photo requirements that had previously limited which images could appear on LSA. This change means that some photos that were once not allowed may now be eligible to be used in your LSA, giving you more flexibility in how you showcase your business visually.
Why This is Good News for Advertisers
This update will give service contractors more freedom to choose photos that best represent their work and brand. Whether it’s showcasing completed projects or providing a better look at your team in action, these new guidelines open up more possibilities for creating visually engaging ads that resonate with potential customers.
What You Need to Know
While the restrictions on business photos are loosening, it’s important to note that all photos uploaded must still adhere to the general Google Ads policies. This ensures that images align with broader content standards and best practices.
In Conclusion
If you’re running LSA for your business, this update makes it easier to present a more dynamic and authentic image to your audience. Be sure to review the new guidelines once they’re in effect to take full advantage of these changes.
Over the past two decades, social media marketing has evolved dramatically, reshaping how businesses connect with potential customers and promote their services. One standout in leveraging this evolution for lead generation in the contracting space is 99 Calls. By staying ahead of industry trends and continuously refining its approach, 99 Calls has consistently delivered strong results for its clients. This article explores the development of social media marketing and showcases how 99 Calls harnesses its potential to generate high-quality leads for contractors.
❓What Defines Social Media Marketing❓
Social media marketing (SMM) is a digital marketing strategy focused on using social media platforms to connect with audiences, build brand awareness, drive website traffic, and generate leads or sales. It is the strategic use of social platforms to promote a brand, engage with audiences, and drive measurable business outcomes, particularly through content creation, advertising, community building, and data-driven optimization.
Pinterest, YouTube, Snapchat (niche audiences and content)
Each platform requires tailored content and engagement tactics.
2. Content Creation & Distribution
At the heart of SMM is strategic content:
Images, videos, stories, reels
Infographics, articles, and carousels
Live streams and interactive content (polls, quizzes)
Content is optimized to attract attention, provide value, and encourage interaction or conversion.
3. Community Engagement
It’s not just about broadcasting, SMM includes:
Responding to comments and messages
Building a loyal follower base
Creating two-way conversations
Leveraging user-generated content (UGC)
This human connection builds trust and loyalty.
4. Paid Advertising
Platforms offer powerful paid options:
Boosted posts and sponsored content
Lead generation ads (e.g., Facebook Lead Ads, LinkedIn Lead Gen Forms)
Retargeting and lookalike audiences
Paid SMM enables precise audience targeting and scalable lead generation.
5. Analytics & Optimization
Success is tracked via:
Engagement metrics (likes, shares, comments)
Reach and impressions
Conversion rates and lead quality
A/B testing and ROI analysis
SMM is a data-driven discipline, requiring constant optimization.
6. Lead Generation & Funnel Integration
Modern SMM ties directly into the sales funnel:
Top of Funnel (ToFu): Attract with engaging content
Middle of Funnel (MoFu): Educate and nurture (e.g., guides, webinars)
Bottom of Funnel (BoFu): Convert using lead magnets, demos, or consultations
Tools like chatbots, landing pages, and CRM integrations help automate the flow from click to lead.
The Emergence of Social Platforms (2000–Present)
Era
Key Platforms
Defining Trends
2000–2004
Friendster, MySpace, LinkedIn
Foundation of online social networking
2005–2009
YouTube, Facebook, Twitter
Rise of content sharing & viral media
2010–2014
Instagram, Snapchat, Pinterest
Mobile-first visual platforms
2015–2019
TikTok (early), LinkedIn, IG
Paid ads, influencer marketing
2020–2023
TikTok, Discord, Meta
Video-first, niche platforms, privacy focus
2024–2025
Web3 Socials, AI Tools
AI-driven content, decentralized identity
Key Milestones by Era
🌐 Social Media Didn’t Come Out of Nowhere, and It’s Here to Stay. 🌐
Social media didn’t explode overnight. It evolved fast. It also changed the rules of how customers find, trust, and hire service pros. Social media marketing began taking shape in the early 2000s with the rise of platforms like Friendster and MySpace. But it wasn’t until the arrival of Facebook, Twitter, and YouTube in the mid-2000s that it truly started to gain traction. These new platforms gave businesses access to massive audiences and opened the door to meaningful engagement and brand exposure.
In the early days, the focus was largely on building brand visibility and growing follower counts. Over time, as these platforms matured and introduced paid advertising features, the approach shifted. Marketers began tapping into powerful tools, especially on Facebook, that allowed for highly targeted campaigns, making it possible to zero in on specific demographics, interests, and behaviors.
1997–2005: The Social Roots
It started with sites like SixDegrees and Friendster. Then came MySpace and LinkedIn. These were places to connect, not convert. No one was hiring a plumber off MySpace.
But then, Facebook launched in 2004. And everything changed.
Suddenly:
People shared life updates in real time.
Businesses saw opportunity.
“Likes” started meaning something.
2006–2012: The Rise of Influence
Twitter (2006) let us talk in soundbites. YouTube (2005) made everyone a video producer. Facebook Pages opened up for businesses. And Instagram (2010) made everything prettier.
This was the era when:
Brands realized people trust people more than ads.
Reviews, comments, and shares became currency.
Homeowners began checking your online presence before calling you.
2013–2020: Mobile, Micro, and Monetized
Smartphones put the internet in everyone’s pocket. Apps like Snapchat and later TikTok gamified content. Algorithms got smarter.
Meanwhile:
Facebook ads became a goldmine (for those who knew how to use them).
Contractors started posting project photos, not just on their websites, but live on job sites.
DIY videos and home improvement hacks exploded.
2020–Now: The Creator Era
COVID hit. Everyone went online. Homeowners didn’t just want to hire someone; they wanted to know them first.
Social platforms became:
Lead generators
Trust builders
Conversion machines
❓Is Social Media Marketing an Effective Tool for Service Area Businesses❓
As a champion of small business promotion, 99 Calls has followed the trends and assisted contractors by building an online presence through various social media platforms. However, we differ in that the core driver of business growth is the generation of quality leads. Small businesses often have limited budgets. Understanding how to best utilize budgets to gain customers and revenue has been a priority as we’ve served this unique sector.
When budget matters, paying attention to the efforts that most result in revenue growth is critical. See this article to learn more. Analysis of data gathered from lead campaigns from over 1000 clients has yielded valuable insights on the role social media plays in best positioning a business for growth.
Simple Steps Service Contractors Can Take:
Establishing a presence using reliable SEO practices and unique content. Post Once a Week: Show a job before and after. That’s it. Talk Like a Human: No scripts. Just say what you did and why.
Build a helpful place for users to land (Simple, attractive, compelling landing pages).
Engage users with useful information and strong calls to action.
Connect It All: Link to your Google Business Profile. Build buyer confidence by securing lots of positive customer reviews
The next most important step is to find customers where they are and convince them that this business is the one they want. Social media marketing is often about the long game. We all have brands that we follow, whether for a favorite coffee or a favorite beer. Small businesses can build a local following in the same way over the years if they consistently follow the six main ideas listed above. However, real growth requires maximizing views, aka impressions.
When it comes to digital marketing for service contractors, paid advertising remains the most effective and reliable strategy for generating high-quality leads. While organic efforts like posting on Facebook can boost visibility and engagement, they rarely produce consistent lead volume on their own. That’s where paid platforms come in, and not all are created equal.
We’ve tested countless campaigns, and time and again, the two standout performers for contractors are:
Google Ads (PPC)
Google Guaranteed Local Services Ads (LSA)
Why These Two?
Google Ads (PPC) delivers speed and scale. Although the cost per lead is typically higher than other platforms, it consistently produces the largest volume of leads in the shortest timeframe. If you need to generate leads quickly, this is your power play.
On the other hand, Google Guaranteed LSA offers a different kind of value. It involves a more rigorous onboarding process, including background checks and insurance verification, which can feel like a hassle up front. But for contractors willing to play the long game, the payoff is worth it: higher trust, lower lead costs, and exceptionally qualified prospects.
The Power of the “Trifecta” Approach
Many of our most successful clients leverage what we call the Trifecta Strategy, a powerful combination of:
Google Ads (PPC) for immediate lead flow
Google LSA for cost-effective, high-trust leads
Traditional SEO for long-term organic growth and local authority
By running these three tactics in parallel, contractors can dominate visibility across all buyer touchpoints, from urgent searchers clicking on ads, to cautious homeowners comparing reviews and websites.
⏩ The Future of Social Media Marketing & Lead Generation for Service Contractors ⏩
1.Shift From Organic to Hyper-Personalized Paid Ads
Social media’s organic reach continues to decline. What’s replacing it? Highly targeted, AI-driven paid advertising.
Expect platforms like Meta (Facebook/Instagram), TikTok, and even YouTube to become more intent-focused (mirroring what Google has long mastered). Platforms will analyze behavior, not just demographics, and serve your business to the right user before they even search for it.
No more “spray and pray” ad budgets.
Ad performance will rely on data quality and creative relevancy.
Those using first-party data (email lists, customer databases) will outperform those who rely solely on platform targeting.
2. AI-Powered Content Creation Will Be the New Standard
Writing captions, editing videos, and managing ad copy will be increasingly handled (or at least assisted) by AI tools like ChatGPT, Canva Magic Write, and Meta’s AI Creative Studio.
Expect faster campaign launches and cheaper creative production.
But remember: authenticity will always beat automation. AI assists, not replaces, trust.
3.Social Search Will Rival Google Search
Younger homeowners (Millennials and Gen Z) are already using TikTok, Instagram, and YouTube as search engines. They’re not just watching dances, they’re searching for:
“Affordable painters near me”
“How to fix a leaking water heater”
“Best lawn edging ideas”
Google has acknowledged this trend. They’ve even started integrating short-form video previews into search results.
SEO will evolve to include “social SEO.”
Keywords and hashtags will matter more on social platforms.
Businesses with optimized video content will show up where competitors don’t.
4.Trust Will Be Built in Public, Not Just in Reviews
Before, a good Google review was enough. Today, trust is built on what you show, how often you show up, and what others say about you on camera.
Expect:
Video testimonials
Live walkthroughs
Project time-lapses
UGC (user-generated content) from happy clients
This carries more weight than static images or traditional testimonials.
5.Lead Generation Will Become More Transparent and More Competitive
The days of mysterious “shared leads” are dying. Contractors are demanding clarity, call recordings, and control.
Expect:
Real-time lead verification
Performance-based pricing
Exclusive lead delivery models
Platforms like Google LSA already push transparency. Contractors will favor providers who deliver measurable, accountable results over generic “marketing packages.”
To stay ahead of the curve and deliver optimal results, 99 Calls has consistently adapted to industry changes and embraced current trends. As the social media landscape continues to evolve, 99 Calls remains at the forefront of the latest trends. They understand the power of great content, the growing influence of AI, and the importance of maintaining a strong social media presence. By embracing emerging technologies like AI and chatbots, our team has been able to create higher volumes of relevant content to keep our service contractors at the forefront of searches.
In an important update for Local Services Ads (LSA) advertisers, Google sent out a notification on August 22, 2025, reminding all users to review and accept new terms and conditions. To avoid any disruption in your ad campaigns, it’s crucial to review and accept these terms by June 5, 2025.
Additionally, when you log into your LSA dashboard, you’ll see a prompt that directs you to accept the updated terms. Ignoring this update could cause your LSA to stop running, so be sure to act promptly.
Key Points:
Action Needed: Review and accept updated terms by June 5, 2025.
Where to Accept: Log into your LSA dashboard to find the notification.
Why It Matters: Accepting the terms ensures your ads continue to run smoothly.
Stay ahead by checking your dashboard today to avoid any interruptions!
Google has just rolled out a game-changing update for businesses undergoing video verification. You can now preview your video before uploading it, ensuring everything is in order and reducing the likelihood of rejections. This update is expected to save valuable time and speed up the verification process, making it easier for businesses to get verified and start benefiting from increased visibility.
No more waiting around for your video to be rejected – check it first and get verified faster! 💼
Let’s get real, most leads don’t ghost you because they hate you. They ghosted you because life happened. The kid got sick. The water heater burst. They forgot. You didn’t stay top of mind.
That’s where automated follow-ups come in. They don’t replace you. They amplify you. They keep your name in front of hot leads without annoying anyone or burning you out. Here’s how to set up automated follow-ups that feel personal, save time, and help you close more work without chasing maybes all day.
First Things First: Don’t Count on Memory
You’re not lazy. You’re just human. And humans forget things—like who called Tuesday afternoon, or whether that woman with the cracked driveway ever replied. Most contractors lose deals not because of bad work, but because they never follow up. According to Invesp, 80% of sales require five follow-ups, but 44% of salespeople give up after one. That’s a lot of money left on the table. Don’t be that stat.
Set Up Your Automated Follow-Up System
Automation doesn’t have to mean boring. Think of it as your digital assistant that never sleeps. Here’s what a simple (but powerful) setup can look like:
🔁 Day 1: The First Follow-Up
Send a friendly text or email a few hours after the initial conversation.
Example:
Hi [Name], it was great talking with you today. Just following up to see if you had any questions or wanted to schedule your [service] project. – [Your Name]
Nobody wants a “Just checking in” message. Instead, offer something helpful—a tip, a link to your reviews, or a short video.
Example:
Hey [Name], if you’re comparing companies, here’s a quick checklist I made on what to look for in a reliable [roofing/plumbing/painting] contractor. Hope it helps!
This keeps your name top-of-mind while proving your expertise.
📞 Day 7: Ask for the Next Step
Now’s the time to move things forward; ask for the appointment.
Example:
Still thinking about the [service]? I can swing by Thursday at 4 pm if that works to give you an estimate. Let me know
This is where you start turning “maybe” into “let’s do it.”
Make It Feel Personal (Even If It’s Automated)
People can smell a generic message a mile away. Automation should sound like you, not like a robot with a clipboard.
Use the person’s name
Mention their specific job or need
Keep it short and human
With platforms like Lead Connector, you can automate emails and texts that still feel like a real conversation.
Know When to Let Go (and Tag for Later)
If they’re not responding by Day 10, don’t keep hammering them. Nobody likes a digital stalker. Instead, tag them in your CRM for a future database reactivation campaign. Sometimes a lead that ghosted you in July will be ready to go in October. Let automation check in for you.
Pro Tip: Mix Text, Email, and Even Voicemail Drops
People read texts. People sometimes open emails. People listen to voicemail when it’s short and sweet. Use a combo to increase your chances of getting through. Don’t send the same message across all three. Mix it up and keep it natural.
Final Thought: You Deserve to Win the Work
Following up isn’t annoying when it’s done right. It’s professional. It’s respectful. And it makes sure that the people who need your help don’t end up calling the guy with one star on Yelp because you never got back to them. So don’t ghost your leads. Set up the system once. Let it run. And watch what happens. Then come back here and tell us how many more jobs you closed this month.
In marketing for home service contractors, there are a variety of strategies to help you get noticed. Two popular strategies are Google Ads and local SEO. While both can drive valuable leads to your business, they have very different dynamics, especially when it comes to long-term return on investment (ROI).
The Instant Gratification of Google Ads
Google Ads is often the go-to for businesses that want immediate results. With Google Ads, you can see leads roll in almost as soon as your ads go live. This is especially attractive for home service contractors looking for quick business. Whether you’re a roofer, plumber, or landscaper, with an optimized, high-targeted Google Ads campaign, you can get in front of people actively searching for your services in a matter of hours.
Example: A damage restoration business might use Google Ads right before and after a hurricane is about to hit to target homeowners searching for “storm damage repair” or “hurricane damage restoration.” The ads will ensure that their business is visible to those preparing for the storm, and those that were affected by the storm. This immediate visibility can drive valuable leads when the demand is at its peak.
However, while the results may be immediate, there’s a catch. As your ads continue to run, the cost of those clicks can rise. Competition in your industry can drive up your cost per click (CPC), which means you’re constantly paying for visibility. If you stop running ads, you lose that visibility, and the leads stop coming in. The ongoing costs of maintaining a Google Ads campaign can quickly add up, reducing your ROI.
Enter Local SEO: The Long-Term Strategy
While Google Ads may give you a quick surge in leads, local SEO is the long-term game that ensures sustainable, organic growth. Unlike paid ads, local SEO focuses on optimizing your online presence to improve your visibility in search results over time. It’s a strategy that builds momentum and keeps working for you once it’s in place.
Local SEO is especially crucial for businesses that rely on local customers. It targets people who are looking for services in your specific geographic area, which is why it’s so effective for home service contractors. But here’s the catch: local SEO takes time. You won’t see the results overnight, and it requires ongoing effort.
On-Page and Off-Page SEO: The Backbone of Local SEO
On-Page SEO
On-page SEO refers to all the things you can do directly on your website to help it rank better in search results. This includes optimizing content, meta tags, title tags, and URL slugs to include the right keywords. But it doesn’t stop there.
Fresh Content: Keep your website content up-to-date and relevant. This could be adding blog posts about common questions in your industry, new services you offer, or seasonal promotions.
Optimize for Mobile: Make sure your website is mobile-friendly, as more people search for services on their phones.
Service and Location Pages: Have dedicated pages for each service you offer, along with location-specific pages to ensure you’re reaching customers in every area you serve.
Photos and Videos: Regularly upload new photos of your work and videos that showcase your services. This helps improve engagement and keeps your content fresh.
FAQ Section: Answer frequently asked questions about your services directly on your website. Google loves fresh, informative content that answers users’ questions. This helps position you as an authority in your field.
Off-Page SEO
Off-page SEO refers to actions taken outside your website that impact your search engine rankings.
Google Business Profile: Keep your GBP updated with your latest business information, photos, videos, and steady stream of high-quality reviews. A fully optimized GBP will help you rank higher in local searches.
Directory Listings: Ensure your business is listed in other relevant directories like Bing, Yelp, and Houzz. These listings can further improve your search visibility and help build trust with potential customers.
YouTube: YouTube is a powerful tool for local SEO. Create videos showcasing your services, customer testimonials, or how-to videos.
Social Media: Regularly post and engage with your audience on social media platforms like Facebook and Instagram. These platforms not only help build brand awareness but also contribute to local SEO by providing social signals that search engines take into account. Find out more about how social media platforms can boost your home service business.
Why It’s Worth the Wait
While local SEO may take longer to show results compared to Google Ads, it offers the greatest bang for your buck in the long run. With consistent effort, the investment you make in on-page and off-page SEO starts to pay off. Over time, you’ll see increased organic traffic and leads that don’t cost you a fortune, as with paid ads.
The more you work on your SEO, the stronger your online presence becomes. Your business will rank higher, meaning more people will find you without you having to pay for each click. Plus, the effects of SEO are cumulative—once you’ve built a strong SEO foundation, you’ll continue to take advantage of the benefits.
Conclusion: Balancing Google Ads and Local SEO
The key to a successful digital marketing strategy for home service contractors is balance. Google Ads is great for generating immediate leads, but the cost of keeping those ads running can become expensive. On the other hand, local SEO is the long game that requires consistent effort but pays off in sustainable growth.
By keeping your content fresh, optimizing your website for local searches, and engaging actively with your Google Business Profile, you’ll build a foundation that can provide long-term, cost-effective visibility. It may take time, but the results are worth the wait.
What are the pros and cons of following the recommendations?
Google started sending emails to its Google Ads customers with subjects like “Personalised action plan for growth” as part of a new initiative launched in early 2024, aiming to provide advertisers with tailored optimization advice to enhance their campaign performance.
What’s the Purpose of These Emails?
The emails are designed to offer personalized recommendations based on your specific account setup. They include suggested actions to improve your campaigns, such as adding new keywords, adjusting budgets, or refining targeting strategies. According to Google, each recommendation is accompanied by direct links to the relevant sections of your Google Ads account, facilitating swift implementation.
Reported Key Features:
Customized Optimization Tips: Recommendations are tailored to your account’s unique setup and performance metrics.
Efficiency for Multiple Accounts: For advertisers managing multiple client accounts, the emails consolidate optimization suggestions, eliminating the need to review each account individually.
Direct Action Links: Each recommendation includes a direct link to the specific area in your Google Ads account, streamlining the process of making improvements. citeturn0search5
Why Is Google Doing This?
This initiative is part of Google’s broader effort to leverage AI and automation to assist advertisers in optimizing their campaigns more effectively. By providing data-driven insights and actionable recommendations, Google states it aims to enhance the overall performance of ad campaigns, especially for those who may find it challenging to access direct support.
Can the Recommendations Be Trusted?
It is legitimate if the email originates from an official Google domain (e.g., @google.com) and contains links directing you to your Google Ads account. But what about the recommendations they are giving? To discover the answer, we can look at how Google benefits when you follow its recommendations. The answer is clear when you follow the money.
⚠️ 1. Overemphasis on Google’s Revenue Goals
Google’s optimization recommendations often aim to increase ad spend under the guise of improving performance. This can result in:
Higher budget suggestions that don’t align with your business goals.
A push for broader keyword targeting or match types (e.g., switching from exact to broad match) that may increase impressions but lower lead quality.
Automated bidding strategies that prioritize volume (clicks/conversions) over cost efficiency or qualified leads.
In short: Google may optimize for what benefits them most — not necessarily what’s best for your business.
⚠️ 2. Automated Recommendations Lack Business Context
Google’s AI can’t fully understand your:
Target audience or niche market
Seasonal factors or geographic limitations
Internal business goals or margins
This means recommendations like adding irrelevant keywords or expanding into new markets might dilute your campaign effectiveness and waste your budget.
⚠️ 3. Conversion Tracking Must Be Accurate
Many of Google’s optimizations depend on your conversion tracking setup. If:
You’re not tracking the right conversions (e.g., calls vs. pageviews)
Data is delayed or inconsistent
Leads are low-quality but still count as conversions
…then the optimization will reinforce bad results. You’ll spend more to get leads that aren’t truly valuable.
⚠️ 4. Loss of Granular Control
Google might recommend enabling automated features like:
Broad Match Keywords
Dynamic Search Ads
Smart Campaigns or Performance Max
These reduce your ability to control or analyze how traffic is being acquired and make it harder to optimize based on actual ROI or lead quality.
⚠️ 5. One-Size-Fits-All Strategy
These emails are based on algorithmic trends; not your specific business nuances. Recommendations may work well for a high-volume e-commerce site, but not for:
Local service providers (like landscapers or electricians)
B2B companies with long sales cycles
Niche markets that require tightly targeted messaging
✅ How to Use Google’s Tips Wisely
Here’s how you can strike the right balance:
Review each recommendation critically: Don’t implement changes just because Google says so.
Test changes incrementally: And track lead quality, not just conversions.
Set clear goals: (e.g., cost per lead, call quality) and measure improvements against your own KPIs.
Use recommendations as ideas,not rules: They’re a starting point, not a blueprint.
When in doubt, seek professional help: You’re busy running your business. Hiring a trusted Google Ads expert can maximize your marketing budget and give you more time to close your deals!
