As competition intensifies across the home services industry, smart ad spending isn’t optional, it’s essential. Recent Scorpion data reveals a 32% surge in digital ad spend and a 20% rise in cost per lead across the board. At the same time, consumer interest is climbing: impressions are up 231% and clicks have doubled since 2021.
But spending more doesn’t guarantee better results. To grow your home services business, your ad dollars must do more than generate clicks—they must drive booked jobs and measurable ROI.
It Starts with the Right Audience
Digital success hinges on getting in front of the right homeowners at the right time. Today’s tech-savvy customers expect immediate answers and fast service. In fact, 90% of home services customers expect a response within 24 hours, and more than half (54%) make their hiring decision in under four hours.
If you’re only focused on showing up in search results, you’re missing the second half of the equation: speed to lead.
Maximize reach by running targeted campaigns based on ZIP code, household income, home age, and behavior patterns. Pair this with messaging that reflects specific needs, not generic taglines. For example, if you offer HVAC replacements, target homes 15+ years old with systems nearing end-of-life.
Go Beyond Google Ads
Google search and Local Service Ads (LSAs) are powerful tools, especially since 46% of Google searches have local intent. LSAs are pay-per-lead, meaning you only pay when a potential customer contacts you. But relying solely on Google is a risky play.
A smart strategy diversifies across high-performing platforms. At Scorpion, we deploy ad spend across Google, Bing, LSAs, Thumbtack, Angi, and social media. Using AI, we continuously assess which channels drive the most booked jobs, and shift your budget accordingly.
This kind of optimization isn’t guesswork. It’s data-backed and ROI-driven.
Shift from Spend to ROI
A big budget isn’t a growth plan. What matters is how that budget turns into actual revenue. Too often, home services businesses chase ad placement or lead volume without asking the key question: Which ads are generating real jobs?
That’s why Scorpion built Revenue Intelligence. It shows you, down to the zip code, where your revenue is coming from and which campaigns are performing. Combined with Leads AI, you also get insight into which calls are converting, and which are being missed.
Want to invest smarter? Start by tracking what’s driving results.
Don’t Overlook Capacity
More leads are only helpful if your team can handle the volume. Too many booked jobs with too little bandwidth leads to missed opportunities, poor service, or wasted spend.
Use a marketing partner who can adjust campaigns in real-time based on your capacity. If your team has a light schedule, spin up campaigns. If you're at capacity, scale back temporarily to avoid burning through the budget.
SEO and Paid Ads: Better Together
Paid ads can deliver short-term wins. But pairing them with a strong local SEO strategy reduces long-term cost per lead. That’s because organic search clicks are free—and when your business ranks high, customers find you without needing to click on an ad.
At Scorpion, we build SEO strategies to support paid campaigns. Over time, this drives down acquisition costs while keeping lead quality high.
The Bottom Line
Digital marketing should deliver more than traffic. It should deliver revenue. If you’re investing in digital ads and not seeing results, it might be time to reevaluate your strategy.
Scorpion is more than a vendor, we’re a proactive growth partner. We combine AI-powered tools, industry expertise, and transparent reporting to help home services businesses like yours spend smarter and grow faster.
Let’s talk about how we can help your business maximize ROI and drive real growth. Schedule a consultation today.
