Performance marketing for U.S. home services

Measured in booked jobs, not leads.

We run the ads, the landing pages and the tracking for HVAC, roofing, plumbing and electrical contractors — then report on the only line that matters: how many trucks rolled, and what they billed.

Get Your Free Audit See How We Measure

You own every account · Never a percentage of spend · Month to month

The booked-job loop Runs every month
01 Ad Spend 02 Tracked Calls 03 Booked Jobs 04 Revenue Revenue Sets Next Month’s Spend — Not the Lead Count
The one line we ask to be judged on Cost Per Booked Job Ad Spend Booked Jobs
ReportedMonthly
AccountsYours
Every LineTraceable
Your numbers, from your own accounts. We never publish client data or account screenshots.
Reported in booked jobs
Your monthly review opens with jobs and revenue. Leads and CPL sit on page two, where they belong.
Call-level attribution
Every dollar traced to a ring time, a CSR, an outcome and a ticket value — not a form fill.
Month-to-month after 90 days
Ninety days to prove the loop. After that you stay because the ledger says to.
Trades HVACROOFINGPLUMBING ELECTRICALRESTORATIONGARAGE DOOR

The Marketing Leak

Your lead count is fine.
Your booked-job count is the problem.

Most contractors don't have a traffic problem. They have a leak between the click and the job. We find that leak first — because buying more clicks to pour into it is the most expensive mistake in this industry.

Where 100 paid calls actually go
100 calls  →  31 booked jobs
22Never answered. Rang out, after-hours with no routing, or the CSR was already on another line.
13Answered, no booking attempt. A price was quoted over the phone and the call ended.
9Outside the service area or wrong trade. Paid for by campaigns with no geo or negative-keyword discipline.
11Duplicate or existing customer. Counted as a new lead in the agency report. It wasn't one.
14Quoted, never followed up. No callback, no text, no second touch inside 48 hours.
31Booked. The only number your accountant recognises.

Composite of first-audit findings across home-service accounts.Individual accounts vary. The shape rarely does.

Your numbers. Your opportunity.

Same spend.
More booked jobs.

What changes when more calls become jobs? Adjust your numbers, then adjust the booking number to see the difference.

Booked-job calculator
$18,400
412
148
$1,462
From calls to booked jobs148 of 412 calls
BookedNot booked
Cost per lead $45 Does not move when the booking number changes.
Cost per booked job $124 Your spend, divided by the jobs you book.
Booked jobs 148
Booked revenue $216,376

This is arithmetic on the four numbers you entered — spend ÷ calls, and spend ÷ booked jobs. It is not a projection, a forecast, or a claim about your account. Booked revenue is booked jobs × average ticket. These are illustrative starting values; enter your own numbers.

Our operating system

The Booked-Job Loop

Three stages, run in that order, on every account. We don't raise a budget for a business that's still losing the demand it's already paying for.

01 — Fix the leak

Close the gaps before you widen the pipe.

Before we touch a budget we fix what happens after the click. Call tracking on every number and every channel. Lead routing, so calls and forms land where someone can act on them. Speed-to-lead measured instead of assumed. Landing pages built for one trade and one intent. Conversions imported back from your CRM, so the ad platforms optimise toward jobs instead of form fills.

Most of the first month's improvement comes from here — and none of it costs more in media.

Nothing in this stage requires another dollar of ad spend.

02 — Buy demand that pays

Bid against job margin, not keyword volume.

Local Services Ads, Google Search, Performance Max and Meta — segmented by service line and by what the work is worth. An emergency no-cool call and a full system replacement are different businesses with different economics. Bid them at one target and you quietly fund the cheaper half of your own company.

Budget follows booked jobs and margin. Not clicks, not impression share.

Includes the Local Services Ads → Performance Max migration now rolling out for U.S. trades.

03 — Prove it in jobs

One report. Monthly. In plain English.

Spend → calls → booked jobs → revenue, broken out by service line. Conversions come back from your CRM, so the number in our report is the number on your board.

When the two disagree, we fix the tracking. Not the slide.

Reported monthly, by service line.

Find out where yours is leaking

Signal, not dashboards

When your phone rings decides what your ads cost.

Booked rate by hour and weekday, built from tracked calls. It is the single most valuable chart in a home-service account, and almost no one builds it.

Booked rate by hour × weekday
Booked rate 12% 47%

Saturday 8am–12pm books at 46% and costs 22% less per job. Budget was flat across all seven days when we took the account over.

The weekday lunch hour drops to 19%. That is a coverage gap, not a demand gap — the calls still come in.

Speed to lead vs booked rate

Time from the call or form to a human on the line.

Under 1 min48%
1–5 min36%
5–30 min21%
30–60 min9%
Next day4%

Answer inside sixty seconds and you book roughly one in two. Wait until the next day and you are paying full price for a customer who already called someone else.

Figures throughout this page are illustrative composites built to demonstrate the reporting format. DirectiveNow does not publish client data, account screenshots or named results.

Capability

Four things, arranged so they answer to each other.

Everything below is judged against the same number. That's the point of running it under one roof — nobody gets to blame the other vendor, because there isn't one.

Measurement

The layer everything else gets judged on. It goes in first.

  • Conversion tracking — call tracking by number and channel, form tracking, GA4 configured properly.
  • CRM attribution — offline conversion import from your CRM source, so booked jobs feed the ad platforms.
  • Booked-job reporting — spend → calls → booked jobs → revenue, by service line, monthly.

You can answer what a booked job costs, by channel and by service line, without opening a spreadsheet.

Conversion path

What happens between the click and the call.

  • Landing pages — one trade, one intent, built to be answered on a phone.
  • Conversion rate optimisation — offer, form length, click-to-call placement and booking path, tested against booked jobs rather than form fills.
  • Website design and build — when the site itself is the constraint.

More of the demand you're already buying turns into scheduled work.

Paid demand

Buying the calls that are worth having.

  • Google Ads — Search, Performance Max and call-only, structured by service line and ticket value.
  • Local Services Ads — setup, budget pacing, lead disputes, and the migration to Performance Max.
  • Meta Ads — seasonal demand, storm response, retargeting and membership plans, where intent has to be created rather than captured.

Budget sits where the margin is, and moves when the season does.

Organic and AI visibility

Stop renting all of your demand.

  • Local SEO — Google Business Profile, service-area coverage, review velocity, location and service pages.
  • Answer-engine visibility (AEO / GEO) — being the answer when a homeowner asks an assistant instead of typing a search.

A share of your calls stops carrying a media cost.

Three ways to work together

Choose your starting point.

The Paid Engine

The core acquisition engine, measured properly from day one.

Best for

Companies already spending on Google who want to know what a booked job costs before they spend more.

Explore what’s included

Core objective

Fix the conversion path, rebuild the paid account around service-line economics, and stand up booked-job reporting.

Included

  • Conversion tracking build — call tracking, form tracking, GA4
  • CRM conversion import and booked-job attribution
  • Google Ads: Search, Performance Max, call-only
  • Weekly dashboard in your own accounts
  • Monthly booked-job report by service line
  • Monthly review call with the operator who runs the account

Key deliverables

Tracking audit and build · Rebuilt Google Ads account structure · Monthly booked-job report

What makes it different

Measurement isn't an upgrade here. It ships in the base plan, because without it nothing else on this page can be proven.

Start with the free audit

The Demand System

Paid, organic and conversion working as one system instead of three invoices.

Best for

Companies at the ceiling of what search alone will give them, in a market where competitors are bidding the same terms.

Explore what’s included

Core objective

Widen demand beyond search, compound organic visibility, and keep improving the rate at which demand converts.

Included

  • Everything in The Paid Engine
  • Local Services Ads management — setup, budget pacing, lead disputes
  • Meta Ads — seasonal, storm response, retargeting, membership offers
  • Local SEO — Google Business Profile, service areas, reviews, location and service pages
  • Answer-engine visibility (AEO / GEO)
  • Ongoing conversion rate optimisation programme
  • Landing pages by service line

Key deliverables

Meta campaign build and creative · Local SEO programme · Service-line landing pages · CRO test log · Monthly booked-job report across all channels

What makes it different

Paid buys this month. Organic lowers what the next twelve cost. This is the plan where the two stop being separate conversations.

Start with the free audit

The Full Loop

The entire system, including the site it all runs on.

Best for

Companies that want one accountable owner for everything between the ad and the booked job — at any number of locations.

Explore what’s included

Core objective

Run the complete Booked-Job Loop end to end, with attribution deep enough to plan budget against margin by service line.

Included

  • Everything in The Demand System
  • Website design and build, or full rebuild
  • Full attribution build — every channel, every service line, closed back to the CRM
  • Live dashboard, refreshed continuously rather than weekly
  • Service-line economics reporting: cost per booked job and revenue per channel
  • Quarterly planning session against job margin and seasonality
  • Creative production for paid social

Key deliverables

New or rebuilt website · Complete attribution architecture · Service-line economics reporting · Quarterly plan

What makes it different

Not a bigger version of the plan below it. This is the one where the website stops being someone else's responsibility and the reporting goes deep enough to set budget by margin instead of by habit.

Start with the free audit

Every plan is scoped to your market, your service lines and your current ad spend. Ad spend is paid directly by you to the platforms — we never mark it up or take a percentage of it.

Side by side

Compare the plans.

One view. Every difference.

What’s includedPaid EngineDemand SystemFull Loop
Conversion tracking & GA4IncludedIncludedIncluded
CRM attributionIncludedIncludedFull
Booked-job reportingIncludedEnhancedFull
DashboardWeeklyWeeklyLive
Google AdsIncludedIncludedIncluded
Local Services Ads—IncludedIncluded
Landing pages—By service lineFull site
Meta AdsOptionalIncludedIncluded
Local SEO—IncludedIncluded
Answer-engine visibility—IncludedIncluded
Conversion rate optimisation—IncludedFull
Website design & build—OptionalIncluded
Service-line economics reporting——Included
Quarterly margin planning——Included
Review callMonthlyMonthlyMonthly + quarterly
You own every account and assetYesYesYes
ContractMonth to monthMonth to monthMonth to month

Why DirectiveNow

Why owners move the account here.

We're paid to move one number.

Cost per booked job. Every review opens with jobs and revenue by service line. Leads, clicks and impressions are further down the page, where they belong.

We fix the leak before we spend more.

The first weeks are usually about tracking, routing and landing pages rather than budget. It's a harder sell and a better result. It's also why month three looks the way it does.

You own everything.

Ad accounts, website, tracking, data and creative — in your name, from day one. If we part ways you keep the asset and the history. Plenty of agencies build you on their property and hand you nothing when you leave.

A senior operator runs your account.

The person who builds it is the person who works on it. No junior handoff after the sale, no account coordinator relaying questions.

Built for the trades

Different trades leak in different places.

We work with U.S. home-service businesses. The loop is the same; where it leaks is not.

HVAC

Demand spikes

Emergency demand arrives on the first 95° morning of the year. Budgets have to move that morning — not in next month's review — and the tune-up offer has to feed the system quote.

Roofing

Event-driven

A storm window is a ten-day event. Targeting follows the hail swath, not the metro boundary, and the follow-up has to outlast the door-knockers who arrived first.

Plumbing

After hours

Nights and weekends carry roughly three times the ticket and are the most commonly missed calls in the account. Coverage is worth more here than budget.

Electrical

Mixed ticket

Panel upgrades and EV chargers carry the revenue; service calls carry the volume. Bidding them at one target quietly funds the wrong half of the business.

Also serving
RestorationGarage doorLandscapingPest control RemodelingPaintingSolarCleaningLocksmith

Working together

From first email to a number you can act on.

Five stages. You should know exactly what happens in each one before you agree to any of them.

01
Free · five business days

Audit & fit call

You send read-only access to your ad accounts and, if you have it, your last 90 days of booked-job data. We read it properly rather than running it through a scanner.

What you receive

A live walkthrough of your account, a one-page written summary, and your cost per booked job, calculated. Then a 30-minute call, only if you want it: what we’d do first, which package fits, and what it would cost. If paid search can’t reach a sensible cost per job in your market, this is where we say so — so you leave with a written scope and price, or an honest no.

02
Weeks one to three

Build

Measurement stack, campaign architecture, landing pages and CRM conversion import. Everything created in your name.

What you receive

A build sheet listing every change and the reason for it, plus admin access to all of it.

03
Weeks three to four

Launch

Campaigns go live with deliberately conservative budgets until real conversion data comes back. Nobody’s first week is their best week and we don’t pretend otherwise.

What you receive

A dashboard in your own accounts from day one, updated weekly — live on The Full Loop.

04
Day 60 and day 90

Prove

First full booked-job report at day 60. First clean before-and-after on cost per booked job at day 90, once there’s enough data for the comparison to mean something.

What you receive

The report, reconciled to your CRM, and a call to go through it line by line.

05
Ongoing

Scale

Budget moves toward the service lines, markets and channels that book. New service lines and markets get added when the numbers — and your capacity to run the jobs — support it.

What you receive

The same report every month, and a business review every quarter.

Setup fee + flat monthly management. No percentage of ad spend. 50% of setup upfront. Month-to-month.

FAQ

Questions owners ask.

What actually makes you different from the agency we have now?

Two things you can check. We report cost per booked job by service line rather than cost per lead — ask your current agency for that figure and see what comes back. And we build the measurement before we touch the budget, which usually means the first few weeks look slower and month three looks better.

What's in the free audit, and what's the catch?

You send your last 90 days of ad data and read-only access. You get back a breakdown — where the budget went, what a booked job cost you across each channel, where the conversion path is losing demand you've already paid for, and the three things we'd fix first. It's yours to keep and to act on with or without us. The catch, if it is one: we only have capacity to do a limited number, so we prioritise companies in our range.

Do we have to leave our current agency to get the audit?

No. Read-only access is enough, and we don't contact your agency. Plenty of audits end with "your account is in decent shape, here are three things to ask them for."

Do we need to take every service?

No. Start with the Paid Engine, add channels when the reporting says the paid side is working. We'd rather prove one channel than spread a budget thin across four.

How does pricing work?

A flat monthly fee scoped to your market, service lines and ad spend, plus a one-time setup fee for the build. We're never paid a percentage of ad spend — that model pays an agency to spend more, which is the opposite of what you're hiring us for.

Are we locked into a contract?

No. Month to month, cancel with 30 days' notice, and every account and asset stays in your name.

How long until campaigns are live?

Typically two to four weeks from signed scope — measurement first, then launch. Faster if tracking and account access arrive quickly.

What access do you need from us?

Google Ads, Google Business Profile and Analytics, your website or hosting, and read access to your CRM for the conversion import. All under your own accounts. If any of them don't exist yet, we create them in your name.

How much of our time does this take?

An hour for kickoff, an hour a month for the review, and occasional quick answers on pricing or service lines. We don't need you in a weekly standup.

What does the reporting look like?

One page: spend, calls, booked jobs and revenue, by service line and by channel, with cost per booked job for each. The underlying dashboard sits in your own accounts and refreshes weekly, so you can check any number yourself. On The Full Loop it is live.

Who is this not for?

Companies under roughly $750k in revenue, anyone without a CRM, pay-per-lead buyers, brand-awareness projects, and price shoppers. We'll say so on the first call rather than take the engagement and disappoint you.

The free 90-day account audit

We'll show you the leak before you pay us anything.

Send us your ad account, your call tracking — or just your main number — and your service area. In three business days you get a breakdown of where the spend is going, what it is actually booking, and the three fixes we would make first.

A written three-fix priority list
Ordered by what recovers booked jobs fastest, with the effort each one takes.
Your current cost per booked job
Calculated properly, probably for the first time. Most owners have never seen it.
Request Your Free Audit

No contract. No pitch deck. If we don't think we can move your cost per booked job, we'll tell you that instead.

Request received.

You'll have the audit within three business days, at the address you gave us. If we need read access to the ad account, we'll ask for it in one short email — nothing else.

Free 90-day account auditFree · 3 business days
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