Home Improvement Marketing: How to Successfully Promote Locksmiths, Plumbing, HVAC and other Home Repair Businesses Online

This article is designed for companies in the Home Improvement & Repair industry, including Locksmiths, Plumbers, HVAC, Pest Control, Roofers, Auto Repair shops, Painters, Movers, and more, operating in the U.S. The strategies and channels discussed below for effective home improvement marketing are also relevant for businesses in Canada and European countries.

MQL (Marketing Qualified Lead): A lead is assigned MQL status when the following conditions are met:

1. The lead is interested in a service we offer.
2. The lead has the financial means to purchase the service.
3. The lead has a clear intention to order the service in the near future.

SQL (Sales Qualified Lead): A lead becomes an SQL when an action such as measurement, showing, diagnostics, or calculation has already been scheduled.

Intent: This refers to the user’s intention to take action. High intent indicates a strong, immediate intention to act, while low intent reflects a weaker, less urgent need.

Call Tracking: A service used to track the sources of incoming calls.

CRM (Customer Relationship Management): A system for managing and organizing leads and clients. It is essential for improving the efficiency of marketing, sales, and operations.

The funnel begins with a lead. The first step is to determine whether the lead is an MQL (Marketing Qualified Lead) or an SQL (Sales Qualified Lead).

A lead qualifies as an MQL if it meets the following criteria:

1. The lead has inquired about a product or service that we offer.
2. The lead has the financial means to purchase.
3. The lead has intent — a clear intention to buy our services.
4. An additional criterion is that the lead falls within our service area.

The next objective is to convert the MQL into an SQL. This is done by scheduling a meeting, diagnostic, measurement, or calculation. Afterward, the SQL lead should be converted into a deal by performing the diagnostics and starting the service. Alternatively, this stage could involve an upsell, cross-sell, or transferring the client to a partner.

In any local services company, there are 4 types of leads: calls, form submissions, messenger messages, and local actions.

Users who contact the company by phone typically have the highest intent and the strongest intention to order a service.

Key considerations when handling calls:

• Ensure clear, high-quality communication.
• Record and analyze calls to assess manager performance.
• Focus on selling and securing an appointment for diagnostics or another relevant service. Having scripts in place can assist with this.
• Regularly clear voicemail inboxes. A full inbox prevents potential clients from leaving messages.

Forms serve as an additional channel to attract or convert leads who may not yet be ready to call, often representing colder leads.

Key characteristics of form-generated leads:

• High volume of spam and fraudulent submissions (non-targeted requests).
• Low response rate — the lead may not answer the phone, or the call may be marked as spam.
• It’s crucial to contact potential clients as quickly as possible after receiving their form submission. The longer the delay between the form submission and the follow-up, the lower the chances of closing the lead.
• Forms are more effective for non-urgent services (e.g., Pest Control, Roofing).

In this case, the user communicates directly with the company representative via platforms like Facebook, WhatsApp, or other messaging apps, without submitting personal data as they would through a form.

Key characteristics of messenger-generated leads:

• Messages are frequently missed or lost.
• Leads from messengers are often not properly tracked or recorded.
• There is a high risk of spam and lower lead quality.

A user searches for a provider or contractor on Google Maps, navigates to your office, and contacts you. In other words, this is an interaction with your Google My Business listing.

The primary channels we use to promote Local Services businesses include:

1. Google My Business, Google Maps
2. Google Guarantee (Local Services Ads)
3. Google Ads
4. Facebook Ads
5. CPA networks and lead providers
6. Yelp, Craigslist
7. SEO
8. Partner-generated leads

Let’s explore the pros and cons of each channel.

Check out our article on Local Services Ads vs. Google Ads and learn more about LSAs and how it differs from Google Ads.

With the right approach and strategy, using Google Ads for local service businesses can be a vital channel for growth and development.

Let’s explore what strategies are effective, the required budgets, and the potential results that can be achieved.

• Launching branded campaigns helps prevent competitors from taking your customers.
• Accumulating data at the account level is crucial, as this data is shared across all campaigns in the account. Branded campaigns accelerate the learning process for Google, allowing it to quickly identify your target audience.
• Brand search ads are typically very cost-effective because they align closely with user intent.
• A recommended budget is $10-15 per day.

• This is the primary type of advertising when starting out.
• Ads are shown only in Google Search.
• We target specific audiences and services, while blocking impressions for services the company doesn’t currently offer (e.g., key copying for locksmith companies).
• The recommended starting budget is $25-50 per day, depending on the service area.

• Performance Max Local: Advertising on Google Maps. Ads are displayed in specific areas and during designated times as needed.
• Performance Max: A comprehensive solution that combines Search, Display, Video, and other types of advertising.
• The recommended starting budget for Performance Max Local is $5-15 per day, while the starting budget for Performance Max is $15-25 per day.

Local advertising encompasses local search and Google Maps search. When a user enters a query with “…near me” in Google or searches for a specific niche, area, or business on Google Maps, a list of companies in the user’s vicinity or relevant to their service request is generated. By utilizing local advertising, you can position your company at the top of this list.

Users can interact with your business listing displayed in search results and on Maps, such as building a route to your location.

Advertising Expenses:

• MVP: $1,000 per month → 1-2 MQL leads per day.
• Average: $1,000-5,000 per month → 3-10 MQL leads per day.
• Growth: $5,000-10,000 per month → 5-25 MQL leads per day.

Service Expenses:

• Call Tracking: CallRail, Ringba → $50-60 per month.
• CRM: HubSpot, Kommo, Zoho → $30-40 per month.
• Integrations: Zapier, Albato → $25 per month.

1. Optimizing your site for mobile devices is significantly more important than for desktops.
2. It’s essential to have a clear and understandable offer along with a compelling call to action (CTA) on the first screen. Users should immediately grasp what you offer and what you encourage them to do — whether it’s submitting an application, making a call, or signing up. Encouraging users to call the company is often the most effective approach.
3. Adapting your landing page to a specific area (e.g., “Emergency Plumber in Redding, CA”) is highly effective. Ideally, use a local phone number with the relevant area code, or if unavailable, a toll-free number.
4. Another way to localize the landing page is by incorporating images that reference the location, such as famous people, landmarks, buildings, or local logos. This helps to build trust with users, reinforcing that you are a local company. Additionally, consider the socio-demographic factors of your target audience. For instance, if your target demographic includes Hispanic individuals, featuring images of Hispanic employees on the landing page can enhance relatability.

We use two services for call tracking: CallRail and Ringba.

CallRail covers all the basic needs of Local Services businesses, with a starting cost of $50-60 per month.

Ringba is a more robust and technically advanced service, but most companies won’t require its features. CallRail is more affordable and user-friendly.

Having trouble choosing the right tool for your business? Explore our article on the best call tracking software.

• Calls go unanswered.
• Voicemail is full.
• Failure to pay the phone bill.
• Managers provide consultations instead of selling, with no lead qualification.
• High volume of spam calls.
• Operating with a “company-first” mindset rather than a “customer-first” approach. If it’s more convenient for customers to call in the evenings or weekends, those calls should be answered.
• Slow response time from managers.
• Poor communication quality.
• No specialist available to answer calls.

We use 3 CRM systems: HubSpot, Kommo, and Zoho CRM.

Below is a schematic representation of how integration works with various services:

Working with a CRM system looks like this:

Local services businesses in the USA can be promoted through various channels, with Google Ads being the most effective for home improvement marketing. The platform allows for precise control over lead quality and quantity, service areas, and budget. Additionally, the scalability of Google Ads sets it apart from other promotional methods, making it a highly advantageous option.