Home services
Digital marketing for home services and trades
When the air conditioning dies in August, nobody compares five websites. They call the first firm on the map that looks real and picks up. For a kitchen renovation, they collect three quotes and decide a month later. Your marketing has to win both.
Urgent repairs and planned projects are two different sales
| Urgent repair | Planned project | |
|---|---|---|
| Examples | Leak, power cut, broken air conditioning, lockout | Renovation, new kitchen, solar panels, a new installation |
| How people search | “Plombier urgence” plus the town, on the map, on a phone | Search, Instagram, neighbours’ advice, then your site |
| What wins the job | Picking up, arrival time, reviews | Photos of past work, a clear quote, a site visit |
| What we count | Calls answered and jobs booked | Site visits, quotes sent, quotes won |
Where trade jobs come from
The map comes first. A complete Google Business Profile with the right categories, a true service area, real photos of your vans and your team, and a steady flow of reviews decides most urgent calls. Our local SEO work keeps it accurate and active.
Search ads fill the gaps: towns where you are not yet on the map, services with the best margin, evenings when competitors stop answering. Where Google offers Local Services Ads in your country, they can sit above everything else. We run them alongside Google Ads and compare the cost per booked job.
Seasons swing the whole business. Air conditioning peaks in summer, heating and roofing in autumn, renovation after the holidays. Budgets follow the season and your crew’s free days. A flat monthly amount wastes money in quiet months and runs out in busy ones.
What we set up for a trade business
Every call counted
Call tracking shows which page or ad made the phone ring, and which calls went unanswered while the team was on a job.
A quote form that asks the right things
Our form saves name and phone first, then the type of job, the area and the urgency. A half-filled form is still a callback.
Dispatch without a whiteboard
Each request lands in the CRM with its source and goes automatically to the next estimator or technician.
Quote follow-up
A quote sent and forgotten is the most common lost job. A call or message goes out a few days later, and again before the quote expires.
Reviews after each job
A request sent the day the work is finished, through a steady review routine. Fresh reviews move you up the map.
The numbers a trade business should watch
Missed calls
By hour and weekday. Many of them are jobs that went to a competitor.
Cost per booked job
Ad spend divided by jobs actually booked, by service and by town.
Quote win rate
Quotes accepted out of quotes sent, by source.
Average job value
By service and source, to see which campaigns bring the work you want.
Reviews
New reviews and rating per month, per location.
Traps in home service marketing
- A virtual office or borrowed address on Google Business Profile, which gets listings suspended
- Dozens of near-identical town pages written only for search engines
- Shared leads bought from platforms that sell the same request to four firms
- The same budget in the quiet season and the busy one
- Ads running while the crew is booked solid for two weeks
- Competing on the lowest price in ads, then losing the job on the quote
Frequently asked questions
Should a plumber or electrician pay for ads or focus on SEO?
Both, in that order. The map and local search bring the cheapest calls but take months to build. Ads bring calls this week. Most trade firms start with ads on their best services while the local work builds, then lower ad spend where the map takes over.
Are leads from lead platforms worth buying?
Sometimes, when the lead is exclusive and the price fair. Shared leads go to several firms at once, so the fastest caller wins and the price war starts on the first call. Leads from your own listing and site take more effort to build, and they belong to you.
How do I get more Google reviews?
Ask every customer on the day the job is done, with a direct link. Never pay for reviews or ask only the happy ones: Google’s rules forbid it and it can cost you the listing.
Can I appear in towns where I have no office?
In search and ads, yes, with a set service area and useful pages about the work you do there. On the map, your listing is tied to a real address, so distance still counts.
Do you work with firms that also serve businesses?
Yes. Maintenance contracts for offices, shops or residential buildings follow a longer sale with tenders and recurring invoices. We give them their own form and pipeline, and a lead handling routine of their own.
Last updated · By the Napexy team
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