The Local Home Services Marketing Playbook
Running a home services business means wearing a lot of hats. Owner, project manager, crew leader, customer service rep, and yep… marketer. And let’s be honest: marketing probably isn’t your favorite part of the job.
The good news? You don’t need a marketing degree or a big-city agency to win local business. You just need a smart plan, which is precisely what this playbook delivers. No fluff, no jargon. Just what works.
1. Get Found: Nail Your Local SEO
If people can’t find you online, you’re already behind. Local SEO helps your business appear when someone searches for things like “AC repair near me” or “best flooring installer in Charleston.”
What to focus on:
- Google Business Profile – Keep it updated with services, photos, and regular posts.
- Reviews – Get good ones consistently. Ask after every job. Make sure to respond.
- NAP consistency – Your Name, Address, and Phone Number should match everywhere.
- Local content – Talk about your work in your service area.
2. Your Website Still Matters (A Lot)
Your website is often your first impression, 24/7. You're losing leads if it’s slow, outdated, or confusing.
Make sure your site:
- Loads fast and looks good on mobile.
- Has clear service info (what you do, where you do it).
- Includes strong calls-to-action (like “Call Now” or “Get a Free Quote”).
- Features reviews, photos, licensing, and anything else that builds trust.
3. Ads That Actually Work (Yes, Including Bing)
Google Ads and Meta Ads can be goldmines when done right. But don’t overlook Bing, especially for older homeowners using Microsoft Edge. We’ve seen great ROI on Bing in several industries.
Ad tips:
- Use local targeting to focus your budget.
- Set up conversion tracking to measure results.
- Test and update regularly. Don’t “set it and forget it.”
Pro tip: You can also retarget website visitors with ads so they don’t forget about you.
Google Local Services Ads: High Visibility, High Trust
Google LSAs appear above regular Google Ads and search results, and they come with a “Google Guaranteed” badge that instantly builds trust with potential customers.
They’re perfect for home services businesses and are especially effective because you’re only charged when a customer contacts you through the ad.
LSA perks:
- You only pay per lead, not per click.
- Customers can call or message you directly.
- Leads are more likely to convert because they trust the Google Guarantee.
Getting started does take some setup, such as background checks, insurance verification, etc., but it’s well worth the effort.
Be Where People Are Looking: Social + Local Platforms
Homeowners don’t just use Google. They’re on:
- Nextdoor – Great for neighborhood referrals
- Facebook & Instagram – Share photos, job updates, and promos
- Local directories – Think Yelp, Angi, HomeAdvisor (just be sure your profiles look sharp)
Ensure your info is accurate and your profiles have up-to-date photos, reviews, and contact options.
Show Your Work: Use Photo & Video
Photo and video builds trust faster than anything else. People want proof of your work, whether before-and-after shots or a short video showing your team in action.
Encourage your crew to snap quick shots on the job. But if you want to stand out from the competition, consider working with a professional photo and video team (like the one we have at TargetMarket). We can help you create polished visuals across your website, social media, ads, and beyond.
Visual content doesn’t just make you look better, it helps people choose you.
Answer the Phone. Seriously.
This might be the most critical item on the list.
Businesses spend thousands on ads and SEO… then miss the lead because no one picks up the phone. Or worse, someone answers with “hello?” and has no idea what’s happening.
Make sure:
- Calls are answered quickly and professionally.
- You have a backup plan (voicemail, call service, auto-text replies).
- Someone follows up with missed calls ASAP.
Your marketing only works if you catch the lead when it comes in.
Follow Up & Ask for Reviews
Most homeowners get multiple quotes. If you’re the only one who follows up, guess who wins?
- Send a quick follow-up text or email after giving an estimate.
- After the job, thank the customer and ask for a review.
- Automate the process with a CRM or use simple tools like Jobber, Housecall Pro, or Google Forms.
Don’t leave it to chance. A simple follow-up can differentiate between a lost lead and a lifelong customer.
Let’s Build Something That Works
At TargetMarket, we specialize in helping home service businesses grow without wasting time or money. We’ll help you get found, get leads, and get jobs booked with marketing built for your operations.
Want to build a simple, innovative marketing strategy that brings in real results? Let’s talk.
