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Home Service Marketing Guides
These guides explain how acquisition actually works in a specific trade: how to size a budget from your own job economics, how paid search should be structured so it stops buying the wrong leads, and how organic search builds demand that keeps working after the ad spend stops.
HVAC Marketing Built Around Revenue, Not Just Leads
Read the industry pageHow to Set an HVAC Marketing Budget: A Framework, Not a Percentage
There is no percentage of revenue that is correct for every HVAC company, because the right number depends on your job values, your margin, your close rate and how much work you can deliver.
BudgetHVAC guideHVAC Google Ads: How to Structure an Account Around Job Type
HVAC Google Ads works when the account is segmented by the job behind the search, because a no-cooling call in July and a system replacement enquiry are different purchases with different value, different competition and different conversion paths.
Paid searchHVAC guideHVAC SEO: Building Organic Demand for Service and Replacement Work
HVAC SEO is a service-page and local-visibility discipline before it is a content discipline.
Organic searchWaterproofing & Restoration Marketing Built Around Qualified Opportunities
Read the industry pageGoogle Ads for Waterproofing Companies: Matching Campaigns to Your Service Mix
Waterproofing Google Ads perform best when campaigns are built around the services a company actually sells, because basement waterproofing, crawlspace encapsulation, drainage work and sump pump installation carry different ticket values, different search volumes and different buying questions.
Paid searchWaterproofing guideWaterproofing SEO: Building Topical Relevance Across Every Service
Waterproofing SEO is largely an architecture problem.
Organic searchRestoration guideGoogle Ads for Restoration Companies: Advertising Urgent, Event-Driven Demand
Restoration advertising is not planned home-improvement marketing.
Paid searchRestoration guideRestoration SEO: Building Local Authority Without Doorway Pages
Restoration SEO has to do two jobs at once: prove the company covers a service area, and prove it handles a specific kind of loss competently.
Organic searchWaterproofing & restoration guideHow to Budget for Waterproofing and Restoration Marketing
A waterproofing budget and a restoration budget should be built separately, because one buys a considered, inspection-led project and the other buys availability during an emergency.
BudgetWaterproofing & restoration overviewGoogle Ads for Waterproofing and Restoration: Overview of Two Very Different Intents
Paid search in this vertical fails when every service shares one campaign and one budget.
Paid searchWaterproofing & restoration overviewWaterproofing and Restoration SEO: An Overview Across Both Sides of the Trade
A company that waterproofs basements, encapsulates crawlspaces and dries out flooded properties is three services with three different searches.
Organic searchRoofing Marketing That Optimises for Sold Roofs, Not Lead Volume
Read the industry pageHow to Set a Roofing Marketing Budget Around Sold Roofs
Roofing budgets are usually set per lead, which is the wrong unit.
BudgetRoofing guideRoofing Google Ads: Optimising for Qualified Inspections and Sold Roofs
A roofing account that optimises for form fills will buy a lot of forms and very few roofs.
Paid searchRoofing guideRoofing SEO: Local Visibility and Proof for a High-Ticket Decision
Roofing SEO works when it reflects how homeowners think about roofs and how neighbourhoods age.
Organic searchPool and Pool Service Marketing
Read the industry pageHow to Budget for Pool Marketing: Modelling It Around Your Business, Not an Industry Average
There is no universal pool marketing budget, and any figure quoted without your service mix, ticket values, close rate and route capacity behind it is guesswork.
BudgetPool guideGoogle Ads for Pool Companies: Service, Repair and Project Campaigns
Pool Google Ads work when the account reflects the fact that weekly service, repairs, equipment replacement, renovation and new construction are different purchases with different values, different seasons and different buying questions.
Paid searchPool guidePool SEO: Local Visibility for Service, Repairs and Projects
Pool SEO is a local search problem with several distinct service lines inside it.
Organic searchHow these guides are written
Each guide is written for one search intent and one trade, using the economics of that trade rather than a generic framework with the industry name inserted. Where a number would depend on your own business, the guide shows the calculation instead of inventing a benchmark.
Nothing is published as a benchmark unless it can be substantiated from real engagement data.
Hypothetical examples are labelled as hypothetical wherever they appear.
Claims that rely on outside information reference the primary source in the page footer.
Guides are dated on publication and on revision, so readers can see how current they are.
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