Success in marketing and business growth isn’t accidental, it’s the result of a well-structured strategy, constant analysis, and proactive adjustments. At Greenbaum Stiers, we don’t just market home service companies, we were born from one. Our agency started as the internal marketing arm for a leading home service brand, and through years of experience, testing, and refinement, we developed a proven recipe for scalable growth.
In this recap, we’re pulling back the curtain to show how we approach year-end analysis, new year planning, and strategic execution to help businesses like yours gain efficiency and market share.
2024 Performance Overview
Key Metrics:
Total Leads: 1,667
Total Appointments Set: 1,500 (90% lead-to-appointment set rate)
Total Appointments Run: 1,425 (95% appointment set-to-run rate)
Total Sales Quantity: 428 Close Rate: 30% (Sales Quantity / Appointments Run)
Average Dollar Per Sale: $10,000
Average Cost Per Lead: $299.94 (Marketing Spend / Total Leads)
Average Cost Per Appointment: $350.88 (Marketing Spend / Total Appointments Run)
Average Cost Per Sale: $1,168.22 (Marketing Spend / Total Sales Quantity)
2024 Marketing Budget Breakdown
Revenue And Marketing Performance:
Total Sales Revenue: $5,000,000
Total Marketing Spend: $500,000
Marketing Percentage: 10% (Marketing Spend / Sales Revenue × 100)
ROAS (Return on Ad Spend): 10 (Sales Revenue / Marketing Spend)
Competitive Analysis
Throughout 2024, the foundation repair industry saw increased competition in digital spaces.
Despite this, this company maintained a competitive edge through strategic ad placements and advanced targeting methods.
For 2025, we anticipate continued growth opportunities in less saturated platforms like Bing Ads, as well as increasing engagement through fresh social media content.
Projected Market
Trends for 2025
Changes in Google: Google’s increasing reliance on AI-powered ad campaigns offers potential but will require more adaptive strategies.
Bing’s Growth: With lower competition and increasing user adoption, Bing Ads represents a significant opportunity.
Video Content Dominance: Engaging video content, especially for social media, will remain a key driver of lead generation.
Channel-Specific Insights
TV and OTT: These channels delivered steady results in 2024. We recommend maintaining current budgets while focusing on creative updates.
Social Media: Monthly content refreshes and dynamic ad formats will enhance visibility and engagement.
Google Ads: This remains the top-performing platform. Budget increases will allow for capturing a larger market share.
Bing Ads: A new addition with high growth potential, offering a cost-effective lead generation channel.
Conversion
Funnel Analysis
Top of Funnel: Strategies like video content and SEO will ensure consistent lead generation.
Mid-Funnel: Improved remarketing campaigns on Meta and Google will nurture leads more effectively.
Bottom of Funnel: Enhanced service pages and targeted call-to-actions will optimize the conversion rate.
Technology and Tools
For 2025, the following tools will be pivotal in achieving our goals:
CallRail: For accurate call tracking and lead attribution.
SEMRush: To monitor SEO performance and adjust strategies.
By implementing these strategies, we are confident Billy’s Best Foundation Solutions will not only meet, but exceed its growth objectives for 2025. Our collaborative approach ensures all marketing efforts align with your business goals, paving the way for another successful year.
2025 Planning and Goals
Revenue Target: $6,000,000 (20% Year-Over-Year Growth)
2025 Marketing Budget Breakdown
For 2025, we’re feeling confident about maintaining the current TV schedule and OTT budget. To keep our messaging fresh, we’ll be creating new assets for social media each month, along with producing one high-quality 30-second commercial. Our SEO and website maintenance strategy remains unchanged, as it has consistently delivered results.
We’re making slight increases to Meta and Google Ads budgets to further capitalize on high-performing platforms. However, the standout addition is Bing Ads. This platform aligns perfectly with your target demographic, offering a competitive edge due to the limited presence of competitors, which we anticipate will yield a significant ROI boost.
Finally, the Rainy Day Fund gives us the flexibility to allocate additional budget to high-performing digital platforms, ensuring we maximize lead generation opportunities throughout the year and consistently achieve a high return on investment.
Key Metrics And Targets For 2025
Total Leads: 2,000 (20% increase from 2024)
Total Appointments Set: 1,800 (90% lead-to-appointment set rate)
Total Appointments Run: 1,710 (95% appointment set-to-run rate)
Total Sales Quantity: 513 (30% close rate)
Average Dollar Per Sale: $10,000
Average Cost Per Lead: $300.00 (Marketing Spend / Total Leads)
Average Cost Per Appointment: $350.88 (Marketing Spend / Total Appointments Run)
Average Cost Per Sale: $1,169.78 (Marketing Spend / Total Sales Quantity)
Revenue And Marketing Projections:
Total Sales Revenue: $6,000,000
Total Marketing Spend: $600,000
Marketing Percentage: 10% (consistent with 2024)
ROAS: 10
Building Trust Through
Reviews and Referrals
An important focus for 2025 is enhancing the customer experience by prioritizing online reviews and implementing a structured referral program.
Reviews play a critical role in building trust and establishing credibility with potential clients, especially in the competitive foundation repair industry. Studies show that over 90% of consumers trust online reviews as much as personal recommendations, making them an essential part of the growth strategy.
To achieve this:
Encourage satisfied customers to leave reviews on platforms like Google and Facebook.
Offer incentives for referrals, such as discounts or gift cards, to turn loyal customers into brand advocates.
Performance Targets Summary
We know what it takes to grow a home service business because we’ve done it ourselves. Our data-driven approach, refined over years of hands-on experience, has helped countless companies scale profitably and contend in their markets against far bigger competitors.
If you’re ready to take a smarter, results-driven approach to marketing, schedule a free discovery call with one of our business strategists today. Let’s see if we’re the right fit to help your business improve efficiency, increase market share, and achieve your 2025 growth goals.