Advertising channels are the places a home services business pays, or works, to be found by potential customers.
Local Search & Maps Explained for Home Services Businesses
How the local 3-pack works for home services businesses: how Google ranks businesses, why some don't appear, what visibility costs and how we measure it by booked jobs.
Read more →Local Services Ads for Home Services Businesses
How Google's Local Services Ads work for home services businesses: how leads are charged, the Three R's that drive results, and how we measure LSAs by booked jobs.
Read more →Organic Search for Home Services Businesses
Organic search reaches homeowners while they research a problem and again when they're ready to hire. Here's where it fits, how AI Overviews are changing it, and how we measure it by booked jobs.
Read more →Paid Search Advertising for Home Services Businesses
How paid search works for home services businesses: what it costs, how competitive it is, and the five decisions that turn clicks into booked jobs.
Read more →Paid Social Advertising for Home Services Businesses
Most homeowners don't think about a home services business until they need one. Here's how paid social builds brand recognition before that moment, where lead generation offers fit, and how we measure the results.
Read more →Remarketing To Potential Clients of Home Services Businesses
Remarketing keeps a home services business in front of customers who have shown interest but aren't yet convinced or ready to book. Here's when it pays off, how we run it, and how we measure it against booked jobs.
Read more →How we evaluate a channel
We measure every channel by what it costs to win a booked job, not by clicks, impressions or lead volume. A channel that delivers inexpensive leads the business can’t close costs more than it appears to.
About The Author
Mark Riley is a marketing executive and the founder of Riley Summers Marketing Group, where he leads customer acquisition strategy for home services businesses across paid search, Google Local Services Ads, local SEO and paid social media. He rose to VP of Digital at a national legal-marketing agency, where the digital programs he led generated a significant share of its revenue. Over a 15+ year career, he has managed more than $70 million in digital advertising spend, much of it in one of the most expensive and competitive advertising categories in North America. He measures marketing by what it costs to win a booked job, not by traffic or lead volume.