Fractional CMO for home service companies. More booked jobs at every location, and a known cost per job.
Say you spend $15,000 a month on ads and get 300 calls. Book 40% of them and 180 paid calls never become a job. We find where your jobs leak, fix the biggest leak first, then decide where the next dollar goes. It's the same work that took one home service business from 1 location to 11, now franchising nationwide.
The trades we work with, and how each one makes money.
HVAC runs on seasons and maintenance agreements. Roofing runs on storms and insurance claims. Pest control runs on renewals. Pick your trade to see how we plan marketing around its math.
Seven places a home service company loses jobs it already paid for.
A job has to survive the ad, the phone, the CSR, the dispatch board and the follow-up. Miss at any step and it shows up as an empty slot on tomorrow's schedule. These are the seven we check first.
- Problem 01Marketing strategy
You advertise every service in every zip code.
Your ads chase drain clears, tune-ups and full replacements across the whole metro at once. The budget spreads thin. High-margin work gets no priority. A truck drives 40 minutes past a replacement lead to reach a small repair.
- Problem 02Marketing data
Google, your call log and your field software give three different numbers.
Say Google reports 220 leads, call tracking shows 160 calls and ServiceTitan shows 70 booked jobs. Which one is true? Without revenue tied back to its source, you renew whichever channel reports the biggest number.
Tracking and attribution for home service companies - Problem 03Funnel friction and CRO
Calls ring out while your CSRs are on the other line.
A homeowner with no heat calls the next company within minutes. Missed calls after 5 p.m., web forms answered the next morning and no online booking all send paid leads to a competitor. You paid for that call either way.
- Problem 04Marketing process
Peak season starts before anyone planned for it.
The first heat wave or cold snap hits and nobody has shifted budget, staffed the phones or picked the offer. Then the slow months come and marketing goes quiet, right when maintenance visits and memberships should keep crews busy.
A marketing plan for home service companies - Problem 05Marketing team
Marketing belongs to whoever has a spare hour.
Usually that's the owner, a dispatcher or a relative who knows Facebook. The agency reports clicks. Ask who can tell you last month's cost per booked job. If the answer takes longer than a minute, nobody owns that number.
- Problem 06Marketing technology
Your tools don't share one customer record.
Call tracking, ServiceTitan or Housecall Pro, your review platform and your email tool each hold part of the customer. So nobody sees that a March repair visit became a May replacement, or which ad started it.
- Problem 07Marketing communication
Homeowners can't tell you from the truck next door.
Every company in town says fast, friendly and licensed. Without a specific reason to call you, people pick on price or on whoever answers first. Your reviews should say what you do better, in your customers' own words.
How the Marketing Impact OS runs marketing for a home service company.
Four steps on repeat, from the first search to the repeat job. We keep running them until your schedule stays full.
- 01
Weeks 1 and 2
Inspect
We pull your call recordings, field software jobs, ad accounts and reviews into one view. Most owners see cost per booked job by service, channel and location for the first time.
We start with the calls. That's where most of the money leaks, and the recordings show which callers never got booked.
What you getA dashboard of booked jobs and cost per booked job by service, channel and location.
Marketing Impact OSHVAC and plumbing companyInspectMarketing attributionLast 90 days vs the 90 beforeBooked jobs852+6%Cost per booked job$97+2%Close rate38%+2 ptsRevenue$771,500+7%Source Spend Leads Booked Revenue Cost per job Google Ads $36,000 720 288 $259,200 $125 Local Services Ads $15,000 400 200 $176,000 $75 SEO $9,000 360 150 $141,000 $60 Meta $12,000 300 60 $42,000 $200 Angi $10,500 350 70 $52,500 $150 Referrals $0 120 84 $100,800 $0 Total $82,500 2,250 852 $771,500 $97 - 02
Weeks 3 and 4
Ideate
We rank every fix by the booked revenue it's worth. The usual list: answer more calls, move spend to high-ticket services and grow memberships.
The plan shows the moves in order, each with the gain we expect. Every fix gets an owner and a date before any work starts.
What you getA ranked plan of fixes, each with its expected gain, an owner and a date.
Marketing Impact OSHVAC and plumbing companyIdeateThe plan, ranked by impactGains per month- 1Call back every missed call in 5 minutesOnly 38% of leads book today.+40 booked jobs+$36,000 revenue
- 2Follow up on every unsold estimateUnsold estimates get no second call today.+20 booked jobs+$18,000 revenue
- 3Move $2,000 a month from Meta to LSALSA costs $75 per booked job. Meta costs $200.+17 booked jobs+$15,000 revenue
- 4Ask for a review after every jobMore reviews lift your rank in Local Services Ads.+8 booked jobs+$7,000 revenue
If the plan holds+85 booked jobs a month
- 1
- 03
From week 5, biggest fix first
Implement
Your team, your vendors and ours make the changes. That means call routing, Local Services Ads, Google Business Profiles, one landing page per service and follow-up on every unsold estimate.
Every item on the list has an owner, a due week and a status. You can see what's done, what's moving and what's next.
What you getA work list where every fix has an owner, a due week and a status.
Marketing Impact OSHVAC and plumbing companyImplementThe work2 of 4 done- Missed-call text back and 5 minute callbackOffice manager · Week 1Office managerWeek 1Done
- Estimate follow-up on day 2 and day 7Sales manager · Week 2Sales managerWeek 2Done
- Move $2,000 a month from Meta to LSAAgency · Week 3AgencyWeek 3In progress
- Review request text after every jobCSR lead · Week 5CSR leadWeek 5Next
Monday check-in Every open task gets a status. A late one gets a new date and a reason.
- 04
Every week, with a review every 90 days
Iterate
Every week we compare spend to booked jobs and revenue. Then we move budget between services, seasons and locations based on what booked.
Every 90 days Zachary compares results to where you started and names the next decision. When you open a new location, the playbook opens with it.
What you getA 90-day review of your KPIs against the starting point, with the next decision written down.
Marketing Impact OSHVAC and plumbing companyIterate90 days laterBefore → after- Cost per booked job$97$80−17%
- Booked jobs8521,032+21%
- Close rate38%45%+7 pts
Cost per booked job by monthZachary's reviewBooked jobs went from 852 to 1,032 on the same $82,500. Cost per booked job fell from $97 to $80. Next: staff the phones until 8 pm, then move the other $2,000 a month off Meta and into LSA.
Six numbers that tell you if your crews will stay booked.
- Cost per booked job across all trades
- Booking rate on inbound calls
- Average ticket by service line
- Revenue per marketing dollar
- Active maintenance memberships
- Revenue per location
The right level of help for where you are.
Most owner-operated companies start with the Marketing Impact Roadmap, about four weeks to find where booked jobs leak and put every fix in order. Multi-location operators then move to the Fractional CMO Retainer for weekly leadership. Companies with no marketing hire choose the Fractional Marketing Team. Zachary Ellison and the team lead the CMO work, with more than $500M in marketing spend managed over 15 years.
Compare all fractional CMO services
The Marketing Impact OS for Home Service Companies
The Full Step-by-Step Guide to a Proven Marketing Machine. Which sources book profitable jobs, where calls and estimates slip away, and how to keep crews busy in the slow months. The workbook comes with it.
What is in the book →The 2027 Marketing Impact Report for Home Service Companies →Frequently asked questions.
What does a fractional CMO do for a home service company?
A fractional CMO owns your marketing results without a full-time executive salary. For a home service company, that means setting budget by service and season, holding every agency to cost per booked job, fixing how calls get answered and tying your field software to every ad dollar. One senior person answers for the number every week.
How is this different from hiring a home service marketing agency?
An agency runs channels. A fractional CMO runs the outcome. Most agencies report clicks and leads from the ads they manage. We sit above every vendor, check their numbers against booked jobs in your field software and move money to what produces revenue. Many owners keep their agency and get more out of it.
Do you work with multi-location home service businesses?
Yes. Each territory needs its own Google Business Profile, local landing pages, call routing by branch and a budget that matches its crew capacity. We build the system once and copy it to each new branch. A new location opens with a working playbook on day one.
How much does a fractional CMO cost for a home service business?
We don't post prices, because pricing depends on scope: how many locations and trades you run, and whether you need strategy or hands-on campaigns. Ongoing engagements run month to month with no setup fees. The Roadmap, where most home service owners begin, is a fixed project of roughly four weeks. We quote after the assessment call, once we know what you need.
Which home service trades do you work with?
HVAC, plumbing, roofing, electrical, flooring, pool service, landscaping, pest control and remodeling. The playbook changes by trade. A roofer needs storm response and follow-up through insurance claims. A pest control company needs renewals and dense routes. If your trade isn't on this list, take the assessment and we'll tell you honestly whether we fit.
Where to next.
Start with your free Marketing Impact score.
It takes a few minutes. You get a score from 1 to 5 on each of the seven dimensions of your marketing and see where to start. If you’d rather talk first, book a free 30-minute call.