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Key Takeaways from the Episode

The Biggest Marketing Mistakes
Contractors Make

One of the biggest mistakes I see contractors making is thinking that Google is their friend.

Many assume that allowing Google to auto-optimize campaigns will drive results, but the reality is, if you’re not tracking first-party data and setting up your campaigns properly, you might as well be lighting a stack of cash on fire.

The Power Of First-Party Data Tracking

Data tracking is the secret weapon that separates successful marketing campaigns from wasted ad spend. During the episode, we discussed tools like CallRail and WhatConverts, which allow businesses to track real lead conversions rather than relying on inflated numbers from Google Analytics. These tools expose inefficiencies, such as call centers missing 30% of their inbound calls, giving businesses the insights they need to improve performance.

callrail logo
whatconverts logo

Low-Hanging Fruit To Increase
Lead Generation

If you want to improve your marketing results today, start by:

  • Ensuring your Google Ads campaigns are properly structured with geographic exclusions and negative keywords.

  • Setting up first-party data tracking so you’re measuring real conversions.

  • Using platforms like SEMrush and Agency Analytics for transparent reporting and accountability.

  • Holding your marketing agency accountable, if they’re not providing clear reports on what’s working, it’s time to reevaluate the partnership.

Where Should Contractors Spend
Their Marketing Budget?

While every business is different, we discussed the primary lead generation channels that are working right now:

  • Google Ads & Local Service Ads (LSAs): Intent-based search is always a priority for lead generation.

  • Facebook Ads: Great for brand awareness and lead generation, especially for businesses with strong creative assets.

  • Bing Ads: Often overlooked, but with first-party data tracking, Bing can deliver solid leads at the same, or lower, cost than Google.

  • SEO & Website Optimization: Long-term play, but critical for organic growth and credibility.

Why Contractors Should Be
Cautious With Lead Aggregators

We had a candid discussion about deceptive practices in lead aggregation. Companies like XXXX’s List use names like Powell & Sons to outrank real contractors in paid search, misleading homeowners into thinking they’re hiring a reputable local company when, in reality, their information is being sold multiple times. We talked about how upcoming Google policy changes may finally crack down on these practices.

The Role Of AI In Home
Service Marketing

AI is here, and it’s changing the game. From automating campaign optimizations to improving customer interactions, AI-driven tools are helping businesses scale efficiently. Google’s AI-driven search summaries and ad recommendations are just the beginning. Contractors need to stay ahead by embracing technology while ensuring they have full control over their data.

Why You Shouldn’t Miss This Episode

Whether you’re just starting to scale your home service business or you’re looking to fine-tune an already successful operation, this podcast is packed with insights that will help you avoid costly mistakes and maximize your marketing budget. Plus, the conversation was a ton of fun. We even wrapped up with a rapid-fire acronym challenge that put my marketing knowledge to the test!

Check out the full episode below and let us know your thoughts. If you have questions or need help optimizing your home service marketing, feel free to reach out!

from subwoofers to-strategy

Need Help Scaling Your Home Service Business?

At Greenbaum Stiers Strategic Marketing Group, we specialize in helping home service companies generate high-quality leads, optimize marketing spend, and scale efficiently. Let’s talk about how we can take your business to the next level.

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