Home services marketing, trade by trade

A home services marketing agency runs the search pages, ads, Google Business Profile and lead follow-up that bring a plumbing, HVAC or roofing company calls and booked jobs. In LocaliQ’s 2025 benchmarks, a search ad lead cost a median $90.92 across 16 home service categories. At Growigami your CRO builds each process and we run it weekly, from $1,999 a month.

What does a home services marketing agency do?

The five home services firms we read sell much the same menu. It starts with local SEO and the Google Business Profile, then adds Google Ads, Local Services Ads and a website. Several add review management. Scorpion pitches its own intake technology as “Intake That Captures Every Call, Day or Night,” next to SEO and ads. Four of the five, all but Clicks Geek, also sell work on AI answers.

They differ on price and term. Hook posts its prices and Footbridge Media posts $249 a month. Scorpion, Clicks Geek and The Influence Agency post none. Scorpion’s FAQ says it typically requires a 12-month contract for its marketing technology and SEO, while Footbridge asks for no contract.

Which home services marketing agency is best?

Hook’s and Clicks Geek’s lists each put their own firm first, and Hook’s says so in its disclosure. Hook’s six questions to ask before hiring are the useful part. Ask who owns the website and ad accounts and what gets reported. Ask how many clients they have in your trade and market, what the contract is and how you leave. Ask who does the work, and for two references. Ask every firm those, including us.

What Growigami runs for a home service company

Each week, AI agents draft your trade pages, your ads, a reply to every new quote request and the follow-up on every open estimate. Your CRO, a senior lead who has run marketing and sales teams, sets up each process with your office first. It has to work before the weekly drafting starts. Your techs still do the jobs and your office still books them. You read what each process produced in your CRM.

Pull resultsLinkedIn · Last 7 days

Write two variantsAgent · From the winning line

Done

Cut the losersCheck · Above $550 per lead

Passed

LaunchLinkedIn and Meta

Each process is priced on its own, and you can start with any one:

• Search (Search): pages built to rank on Google and get cited by ChatGPT and Perplexity, written from what your techs already tell homeowners. For a company with three trades, that means pages for each service in each town you cover. The base size publishes 200 pages a month.
• Paid ads (Paid and creative): Google and Meta campaigns on up to $25,000 a month in ad spend, with up to two new landing pages a month. It also runs your Google Local Services Ads and your Business Profile work. AI agents draft the ads, and each week we move spend to the campaigns that book calls.
• Inbound lead follow-up: each quote request, up to 300 a month, is researched and sent to the right person with a reply drafted, at any hour. A request nobody has touched goes back to your office before it goes cold.
• Deal follow-up: a one-page brief before each estimate visit and a recap drafted after it. Quotes that went quiet get a new reason to talk. The base size covers up to 60 sales calls a month.
• Nurture and newsletter: a monthly newsletter to your past customers, plus up to five email journeys for new leads.

None of these processes asks customers for reviews. That stays with your techs or your field software, and Housecall Pro, for one, asks automatically after each completed job.

What do roofers, plumbers and HVAC companies have in common?

The trades sell different jobs, and the same few rules decide who gets the call.

Google’s local ranking cannot be bought

Google says there is no way to request or pay for a better local ranking. Local results are mainly based on relevance, distance and popularity. Relevance is how well your Business Profile matches the search, so Google asks for complete, detailed business information. Prominence, Google’s word for how well-known a business is, counts how many websites link to you and how many reviews you have, and more reviews and positive ratings can help your local ranking.

Each of these trades can run Local Services Ads

Google’s US list of Local Services Ads categories includes electricians, general contractors, HVAC, landscaping, lawn care, pest control, plumbers and roofers. It also lists tree services and moving services. These ads charge for leads, and Google warns that if you regularly fail to answer calls or respond to messages, it can affect your ad ranking.

Each trade has its own season

Clicks Geek’s guide notes that HVAC searches spike in summer and winter, landscaping demand peaks in spring and roofing leads surge after storms. A company with more than one trade often has one of them in season. Our Paid process reads results each week and moves spend to the campaigns booking calls, so budget follows the work.

What do home service leads cost by trade?

LocaliQ’s 2025 benchmarks cover 3,211 US search ad campaigns from home service businesses, run from April 1, 2024 to March 21, 2025. LocaliQ reports its averages as medians. Pest control is not one of its 16 categories.

Search ads, median	Cost per lead	Cost per click	Conversion rate
Roofing and gutters	$228.15	$10.70	3.70%
General contractors	$165.67	$5.31	2.61%
Plumbing	$129.02	$10.49	7.63%
Heating and furnaces	$129.02	$9.30	7.48%
Air conditioning	$127.74	$9.68	6.56%
Landscaping	$117.92	$8.76	6.42%
Electricians	$93.69	$12.18	9.08%
All 16 home service categories	$90.92	$7.85	7.33%

A roofing lead cost about 2.4 times an electrician’s. General contractors paid the lowest median click of all 16 categories and converted the fewest clicks into leads. Across home services, cost per lead rose for 69% of businesses, by 10.51% on average from the year before.

Home services agency prices

The fee for running the marketing comes on top of the clicks. Here is what the firms we read post on their own pages:

• Hook Agency: $3,750 a month for local SEO and AI search. Google Ads with Local Services Ads starts at $2,000 a month plus ad spend, and Meta ads from $3,000. Hook says most clients invest $5,000 to $8,000 a month.
• Footbridge Media: $249 a month for a website, local SEO and a CRM, with no contract and a 90-day money-back guarantee.
• Scorpion: no posted price. Its FAQ says the investment depends on your goals.

At Growigami each process starts at $1,999 a month and costs $500 more in its first month while we build it, and your first build is on us this month. Search plus Paid ads comes to $3,998 a month after the first. Ad spend is paid at cost, and every price is on our price list.

Marketing for your trade: one page for each

Each trade has its own page, with its own lead costs, its own rivals and the jobs that trade wants more of:

• Roofing (roofing marketing): the highest lead cost in the table, insurance claims and commercial roofs.
• Plumbing (plumber marketing): emergency calls, drain cleaning and property managers.
• HVAC (HVAC PPC): Google and Meta ads run every week of the year at one flat fee.
• Electrical (electrician marketing): panel upgrades, EV chargers and generators next to service calls.
• Landscaping (landscaping marketing): mowing routes and design-build work, which start with different searches.
• Pest control (pest control marketing): pages by pest and season, and customers kept on a plan.
• Remodeling (general contractor marketing): project pages and bids that go quiet.

Three more trades have pages of their own: construction companies that bid commercial work, tree services and moving companies.

What 1,403 homeowner pages did for SquareDash

SquareDash gives homeowners a firm roof replacement price from a satellite measurement. Its buyer is a homeowner pricing a big job, the kind of buyer who calls a roofer or an HVAC company. Its rebuilt site went live on April 15, 2026 with 1,403 pages built around how homeowners search, such as cost by city. Within five months its estimated search visits grew more than 100x (SquareDash story). SquareDash is not a contractor, and the result is search traffic.

When another home services firm fits better

Another firm is the better buy in these cases:

• You want the lowest posted price. Footbridge Media’s $249 a month covers a website, local SEO and a CRM, with no contract.
• You want intake software and marketing from one vendor. Scorpion sells its own intake technology next to SEO and ads, on what its FAQ calls a typical 12-month contract for its marketing technology.
• You run one trade and want a firm that knows only it. Housecall Pro’s guide describes HVAC Marketing Xperts as working only with HVAC companies.
• You want reviews and booking handled inside your field software. Housecall Pro’s own tools ask for reviews after each job and take online bookings.

Growigami fits when you run more than one trade or crew and want pages, ads and a reply on every request run for you each week. The price is posted, and after three months you can leave with 30 days' notice.

Talk to sales. Give us read access to your CRM, and within a week we show you the first process we would build and what it would produce.