The Home Services Marketing Playbook

The Booked-Solid Playbook

The home services
marketing playbook.

For a limited time, we’re giving away 10 free strategy calls to walk through the playbook with you and build a unique plan for your business. Limited time offer.

Book your free strategy call →
Jerry’s Plumbing, Heating & Air Conditioning in Google search results on a laptop, with a sponsored ad and a 4.8-star business profile

01Google Business Profile

Own the first thing homeowners see

When a pipe bursts or the AC quits, homeowners search and call whoever looks most trusted. Your Google Business Profile is free, and it’s often the first thing they see. Set it up completely, then keep it active with fresh posts and photos so Google shows you as open, trusted and nearby.

Try this AI prompt: a month of posts in one minute

You’re a marketing assistant for [BUSINESS NAME], a [TRADE] company in [CITY]. Write 4 short Google Business Profile posts for this month. Each post should feature one service we offer, give one seasonal reason a homeowner needs it now, and end with an invitation to call or book online. Keep each under 80 words. Write like a friendly local business owner, not an ad.

02Reviews

Turn every finished job into a five-star review

Reviews are what tip a homeowner from “maybe” to “call them.” They help you rank, too: Google looks at how many reviews you have, how recent they are and your rating when it decides who shows up in the local map results. A steady stream of new reviews keeps you near the top.

850+ ReviewsFor our client, Jerry’s Plumbing
4.8 ★average rating on Google
  • →Ask the same day, while the work is fresh.
  • →Text a direct link. One tap, no searching.
  • →Reply to every review, good or bad.
Copy this text: the review request

Hi [NAME], thanks for choosing [BUSINESS] today! If [TECH NAME] did a great job, would you mind leaving us a quick review? It really helps a local business like ours. [REVIEW LINK]

Jerry’s Plumbing, Heating & Air Conditioning Google profile and review summary on a phone, 4.8 stars
patio contractor near me
patio contractor near me open now
paver patio contractor near me
outdoor living contractor near me

03Google Ads + Local Services Ads

Show up at the top when they search

Someone searching “patio contractor near me” or “plumber near me” is ready to book. For Jerry’s Plumbing, we rebuilt their paid campaigns and website and strengthened their Google presence. Now they show up at the top of local search.

400–500new leads a month from Google and Local Services Ads
+26%revenue in year one with SCM
  • →Local Services Ads earn the Google Guaranteed badge.
  • →Bid on the jobs you want most, in the areas you serve.
  • →Track every call so you know what each lead costs.

04Meta Ads

Stop the scroll with real work

Facebook and Instagram reach homeowners before they ever need to search, so you’re the name they remember. For A.M. Sun Solar + Roofing, Meta Ads are one piece of a full-funnel program, with every lead flowing straight into their sales CRM and tracked back to a cost per lead.

173new leads in 6 months of Meta Ads
$20cost per lead in year one with SCM
  • →Design for the phone first: vertical, big type, few words.
  • →One clear call to action per ad.
A sponsored Facebook ad for solar panels on a phone held in someone’s hands
A smiling plumber giving a thumbs up while fixing pipes under a kitchen sink

05Imagery

Your crew is your best creative

Homeowners are letting you into their home. Real photos of your team and your work show them exactly who’s showing up. 

  • →Snap a before and after on every job.
  • →Get faces, trucks and uniforms in the frame.
  • →Post your best work the same week it’s done.

Best practices we bring to every home service business

01

Answer fast

Homeowners call more than one company. The first to call back usually gets the job.

02

Sell the outcome, not the service

A cool house, a dry basement, a backyard for the summer. Lead with how life gets better.

03

Plan backward from the season

Start promoting 4 to 6 weeks before demand shifts, so the calendar is full when it turns.

04

Speak to each job separately

Emergency repairs, maintenance and big projects are different buyers. Give each its own message.

05

Stay in touch with past customers

They already trust you. Seasonal reminders for tune-ups and inspections bring them back.

06

Keep spend steady

Pausing ads in a slow month makes the next month slower. Adjust the message, not the presence.

The slow-season campaign timeline

The rhythm we use to fill a slow month, from first plan to the next booked job. Copy it straight into your calendar.

  1. 8 weeks out

    Plan the offer

    Pick one service and one reason to book now. A tune-up, an inspection, a design consult.

  2. 6 weeks out

    Tell past customers first

    Email and text the people who already trust you, before anyone else hears about it.

  3. 4 weeks out

    Launch the ads

    Meta for awareness, Google and Local Services Ads for people searching now.

  4. 2 weeks out

    Add urgency

    “Spots are filling.” “Book before the first freeze.” Remind past customers again.

  5. During the slow month

    Answer every lead fast

    Call back within minutes. Every lead counts more when the phone is quieter.

  6. After every job

    Keep the momentum

    Ask for a review, post the before-and-after and add them to your reminder list.

Only 10 spots

Book your free strategy call.

30 minutes with Bret. We’ll walk through this playbook with you and build a plan for your trade, your area and your slow months.