A home services marketing agency built around the phone ringing
Ninelane runs demand generation and lead follow-up for home service businesses across the US, UK and Canada — paid search, local SEO, websites and CRM automation, tied to booked jobs rather than traffic.
Platform screenshots for all three — see the results page.
Home services marketing looks simple from the outside: buy clicks from people who need a plumber. In practice the economics turn on three things most agencies never touch — whether the intent you bought was an emergency or a research visit, whether anyone answered inside five minutes, and whether the job that closed ever got attributed back to the keyword that produced it.
Traffic is the easy part. We spend most of our time on the other three, which is why our reporting ends at signed work instead of sessions.
The six lanes
Every lane runs on its own or as part of a bundle. Most home service companies start with one and merge into two or three once the numbers hold.
A free audit tells you where your leads are leaking, before you pay anything.
What actually moves cost per job
Intent separation
A burst pipe and a bathroom remodel are different businesses sharing a trade name. Blend them into one campaign and you overpay for the emergency while underbidding the high-margin project.
Speed to lead
Home service buyers typically contact three companies and hire whoever responds first with a real answer. Automating the first five minutes moves close rate more than any campaign change we can make.
Seasonality and weather
Roofing turns on storms, HVAC on temperature, landscaping on the calendar. That is why HVAC Google Ads and roofing Google Ads are run as separate disciplines, and why HVAC SEO content has to be published a season ahead of the demand. Budget that ignores the forecast is money spent in the wrong week.
Revenue attribution
Once closed jobs flow back to Google and Meta, bidding optimizes toward work instead of toward cheap form fills. This single integration changes performance without touching the ads.
How the first ninety days run
Audit & instrumentation
Call tracking, form tracking and conversion values wired up before a dollar moves. You get a written audit of where leads are leaking today.
Build & launch
Campaigns, pages and follow-up sequences shipped as one connected path rather than three disconnected projects.
Tune to cost per job
Weekly optimization against closed revenue. Same dashboard for you and us, and no contract after the window closes.
Home services marketing agency questions
Straight answers. Anything not covered here, ask on the phone.
01What does home services marketing cost?
Paid search is $499 setup plus $650/month, local SEO runs $499 to $1,199/month, paid social starts at $650/month plus ad spend, and CRM automation is $500 to $750 setup plus $197 to $297 monthly. Websites are $1,500 to $7,500 one-time. A Growth-tier program across all six lanes is $4,500 to build plus $4,397 monthly.
02Which is better for home services, SEO or PPC?
They answer different questions. PPC buys the top of the page tomorrow and stops when you stop paying; SEO takes three to six months and keeps producing after. Under roughly $2,000 a month in ad spend, SEO is usually the better first dollar. Above that, run both and let paid search tell you which keywords deserve organic pages.
03How do you measure home services marketing?
Cost per booked job, not cost per click or per lead. That requires call tracking, form tracking and a CRM that records outcomes — which is why instrumentation is week one of every engagement rather than an upsell later.
04Do you only work with home services?
It is the majority of our work, but the same method runs in health and wellness, legal and specialty B2B. What carries over is the structure: separate intents, fast follow-up, attribution to revenue.
05What is a good cost per lead for home services?
It varies enormously by trade and market — $60 to $150 for HVAC repair, $150 to $350 for roofing replacement, higher in legal-adjacent verticals. The number in isolation means little; judge it against average job value and close rate.
06Can you help if my leads are not converting?
That is usually a follow-up problem rather than a lead quality problem. Before recommending more spend we look at average first response time, how many leads were never contacted, and what happens to unsold estimates. Fixing those is cheaper than buying more traffic.