Paid Ads That Produce Booked Jobs, Not Clicks
Home Field Advantage is our 90-day paid advertising program for home service businesses in York County and Central PA. We build the campaigns, the tracking and the reporting, then optimize against booked work.
days to a working system
management fee, lower band
reported client return
If the phone goes quiet in season, visibility is the problem
Most service businesses we meet are not short of ability. They are short of a predictable way to be found by people who are already looking. Referrals carry the quiet months, then dry up. Word of mouth is not a plan.
Paid search fixes that because it captures intent at the moment it exists. The work is making sure the budget only pays for searches that can become jobs.
- Spend going to searches outside your service area
- Leads that never get a callback
- No idea what a booked job costs
- A page that cannot convert a click
- Reports full of impressions, empty of answers
What the program includes
One team owns the campaigns, the tracking and the reporting. No handoffs between a media buyer and a website developer.
Google Search and Display
Exhaustive keyword research, budget allocation by service, call and location extensions, negative keywords and continuous bid work.
Meta and retargeting
Pixel installation, seasonal and localized creative, dynamic retargeting to non-converters and lookalike audiences from your best customers.
Call and form tracking
Recorded calls, form submissions and funnel audiences, so every lead has a source instead of a guess.
Geo-targeting refinement
Town by town targeting inside the areas you can actually serve, reviewed and tightened as the data comes in.
Custom landing pages
A page per query group, written to match the search and built to convert, not just receive traffic.
Reporting tied to jobs
Cost per lead, cost per booked job and return against fee and spend, reviewed monthly with a clear next action.
What happens in the first 90 days
Set the baseline
Tracking, targeting, offer and creative. We agree what a lead and a booked job are worth before spending.
Launch
Campaigns go live with tight geography and clear negatives. Early spend buys information, not volume.
Optimize
Weeks five to eight: cut what does not produce, scale what does. Weekly reporting while it matters.
Plan the next quarter
At day 90 you have cost per lead, cost per booked job and a decision: scale, adjust or stop.
What it looks like when it works
“The biggest change is that our marketing is now directional. It is getting us the work we want. We have appointments set for months at a time.”
Trey Chilcoat, From The Ground Up Landscaping
Questions we get before starting
What budget do I need?
Most home service businesses start between $2,500 and $7,500 a month in media spend, depending on market and average job value. SCG’s management fee is $5,000 for the lower spend band and $7,000 for the higher band. Ad budget is paid directly to Google and Meta.
How fast will I see leads?
Campaigns can produce leads in the first two weeks. Trustworthy cost per booked job takes 60 to 90 days because the account needs data to optimize.
Do you need my website?
If the site cannot convert, we fix the landing page first. Paid traffic to a weak page wastes budget faster than anything else.
What happens after 90 days?
You decide. Most clients continue on a monthly retainer. Some pause to handle capacity. Both are fine because the baseline is documented.
Do you work with my trade?
We work with tree services, landscapers, HVAC and plumbing, roofers, movers, junk removal, flooring and cabinetry businesses.
Find out what paid advertising would produce in your market
Bring your service area, average job value and close rate. We will walk through the numbers and tell you honestly whether the budget works.