Home Services Marketing Retainer to Book Jobs Every Week.

A home services marketing retainer at Redefine Web runs $599 to $1,499 per month across three published tiers, plus custom Enterprise for multi-brand and multi-location rollups. Foundation at $599/mo covers an owner-operator with one truck focused on GBP, local SEO, review automation, and content. Growth at $999/mo adds Google Local Service Ads and paid search management, which is where most single-shop contractors land. Scale at $1,499/mo fits multi-service-line shops running HVAC plus plumbing, or roofing plus solar, and layers Meta ads for lower-urgency work.

Tier moves with truck count and service mix, not with your ad spend. We do not skim a percentage of media.

Every plan is flat monthly on a six-month initial term. Google charges you directly for LSA and Google Ads.

Most HVAC shops on the Growth tier run a 60/40 LSA-to-Google Ads split. LSA gets first budget because it pays per lead not per click, sits above organic results, and shows Google Guaranteed. For an HVAC service call, LSA cost per lead usually runs $28 to $65 depending on market. Google Ads sits below LSA to capture branded search, high-value system replacement queries, and anything LSA does not cover.

Plumbing and electrical follow similar splits. Roofing skews harder to Google Ads because LSA lead pricing runs $75 to $180 per lead in most markets and the qualification bar is different.

The retainer runs LSA lead disputes weekly. A well-managed LSA account claws back 10 to 20 percent of billed leads as invalid, driven mostly by wrong-service calls and spam.

Yes. ServiceTitan, Housecall Pro, Jobber, FieldEdge, and Service Fusion are all supported. ServiceTitan gets the deepest treatment because most $2M-plus shops run on it. Marketing Pro data feeds into Google Ads as offline conversions so bidding optimizes toward booked-job value not lead volume. LSA phone-lead attribution imports through the ServiceTitan call recording layer.

Housecall Pro and Jobber run through the standard API layer. Booked jobs and job revenue import daily. Marketing spend gets tagged back to the source campaign in your dispatch software.

Smaller shops on a spreadsheet or an older PM system get a lightweight call-tracking layer plus manual weekly job attribution. Not perfect but it works.

Seasonality is planned in advance, not reacted to. HVAC service call demand peaks in the two weeks of the first hot snap (usually late May in the South, mid-June in the North) and the two weeks of the first cold snap (usually late October). We front-load ad budget into those windows and pull spending down through the shoulder months when calls flatten out. HVAC replacement and install demand runs opposite: peaks in April and September when homeowners plan ahead of the peak.

Roofing peaks March through October in most of the country. The retainer publishes storm-response and seasonal content 60 days before each peak so SEO ranks in time. Emergency roofing content stays evergreen and gets budget year-round.

Q1 and Q4 typically get 40 percent of the ad budget for HVAC. April through September gets the other 60 percent.

Yes. Storm response is a Scale tier and Enterprise feature for roofing, tree service, and restoration shops. When a hail or wind event hits a market we service, storm-specific ad campaigns and landing pages go live within 4 to 8 hours. Budget gets pulled from steady-state campaigns and pushed into the storm territory.

Google Ads geo-targeting cuts to the affected zip codes. LSA gets a manual budget bump. Landing pages emphasize insurance-claim assistance and same-day inspection booking, which is what the market is searching for the week after a storm.

Growth tier does not include storm-response monitoring but does include the same-day campaign edit capability if you flag the event. Scale tier monitors NOAA storm reports automatically for your service area.

Yes on the campaign side, no on the dispatch side. Emergency call-tracking numbers separate after-hours leads from business-hours leads. Ad copy for emergency service goes live during evenings, overnights, and weekends when your bid competition drops and after-hours callers convert at 2 to 3 times business-hours rates.

The retainer does not answer your phones. If you do not have after-hours dispatch, we help set up an answering service (usually AnswerConnect or a Housecall Pro auto-dispatch flow) so paid clicks do not get wasted on voicemail.

Emergency call revenue typically runs 25 to 40 percent above scheduled service revenue for plumbing and HVAC. The math on staffing after-hours is usually worth it.

Google Local Service Ads sit above organic search results and charge per validated lead instead of per click. For home services trades LSA and Google Guaranteed are close to non-negotiable in most markets. The Google Guaranteed badge takes 5 to 15 business days to earn and requires license, insurance, and background check verification.

Once Guaranteed, your shop appears in the LSA three-pack for relevant queries in your service area. Lead pricing varies by trade and market: $28 to $65 for HVAC service, $32 to $70 for plumbing, $75 to $180 for roofing consult, $22 to $55 for electrical.

The retainer manages LSA disputes weekly. Un-disputed LSA accounts leak 15 to 25 percent of their spend on spam and out-of-service-area leads.

Yes. Multi-trade shops move to the Scale tier. Each trade gets its own campaign structure, its own LSA category, its own landing pages, and its own booked-job attribution. Cross-trade sell-through gets built into the nurture sequence so an HVAC service call has a path to a plumbing quote 30 days later.

The reporting layer breaks out revenue and CAC by trade. That is critical because HVAC and plumbing have different average job values, different conversion rates, and different peak seasons. Treating them as one number hides which trade actually earns the spend.

Solar and roofing combo shops get a distinct funnel because solar sales cycles run 45 to 90 days while roofing runs 5 to 21 days.

Yes. Financing is one of the highest-leverage add-ons for home services marketing. A $12,000 HVAC replacement quote converts 30 to 50 percent higher when financing is presented on the landing page than when it is not. The retainer builds financing options directly into service and estimate pages, uses payment-per-month framing in Google Ads copy where policy allows, and adds financing FAQs to sales enablement pages.

Wisetack, GreenSky, Synchrony, Foundation Finance, and Service Finance are all supported for landing page integration. If your shop has a preferred lender we build to their approval flow.

Ad copy has to comply with truth-in-lending disclosure requirements. Every financing ad gets legal-language review before going live.

The practical floor for home services ad spend is $2,000 per month for owner-operators focused on service work, $5,000 per month for shops running installation and replacement quotes, and $10,000 per month for multi-trade or multi-truck shops. Below those numbers, LSA and Google Ads bidding cannot get enough signal to stabilize.

Most Growth tier shops spend $3,500 to $9,000 per month in combined LSA plus Google Ads. Typical cost per booked service call runs $32 to $75 for HVAC, $28 to $65 for plumbing, $95 to $220 for roofing consult, and $18 to $45 for electrical.

Higher-ticket jobs justify higher CAC. Every retainer opens with a media plan matching spend to trade and expected job CAC by month.

Both. Foundation at $599/mo is built for owner-operators running one or two trucks. The scope stays tight: GBP management, monthly service-plus-city SEO pages, review automation, and two blog posts monthly. LSA is included as-managed but the ad spend and lead volume stays small until you can staff up.

Multi-truck shops with three-plus trucks, a full dispatcher, and a book of steady repeat customers sit better on Growth or Scale. Growth adds paid search management, monthly landing page tests, and email nurture. Scale layers Meta ads, second-trade campaign structures, and bi-weekly reporting.

The 30-minute call opens with a truck count, service mix, and average job value walkthrough so we scope the right tier.

Yes, on Enterprise. Private equity-backed home services rollups running two to fifty brands or locations get per-brand campaign management with a consolidated leadership dashboard. Central operators see per-brand spend, booked jobs, average job value, and CAC in one view. Each brand keeps its own strategist, its own LSA account, and its own ad creative.

Enterprise adds programmatic per-service plus per-city SEO across the location cluster so a 12-brand HVAC rollup is not manually maintaining 12 sets of service and city pages.

Brand voice stays respected. An acquired shop with a 40-year local reputation does not get rebranded into the parent company's voice. That kills the goodwill that drove the acquisition.

The initial term is six months. That window matches how long home services SEO takes to compound against local competition and how long LSA plus Google Ads needs to stabilize CAC through a full seasonal cycle for HVAC or roofing. After the initial term, the retainer rolls with 30 days written notice.

The reason we do not sell 30-day trials in home services is honest. HVAC in July looks very different from HVAC in October. Roofing in May looks very different from roofing in January. Judging results on 30 days of the wrong season is not a fair read for either of us.

Every retainer opens with a written 30-60-90 that spells out what will be honest at each checkpoint.