Digital marketing for roofing, HVAC, plumbing, and restoration companies
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A water damage restoration company in a major Southwest metro. Eight times return on media investment, first position on emergency search terms, and call coverage that no longer depended on who happened to be awake.
Restoration. Emergency and direct-pay work.
Water losses were going to whoever the homeowner reached first at night, and program work was squeezing the margin on everything else. The structural version of that problem is well documented: mid-size restoration firms typically run 85 to 94 percent of revenue through insurance programs against only 6 to 15 percent direct pay, so the work they own outright is the smallest, best-margin part of the book and usually the least marketed.
Search and Local Services Ads weighted to the hours losses actually happen, with bids rising overnight and on weekends rather than falling.
A 24/7 answering arrangement tied to the campaigns, so a call at 2 AM was a booked job at 2:04 rather than a voicemail. No media went live until the phone was covered.
Business Profile rebuilt around emergency services, review velocity run as a channel, and listing conflicts corrected at the aggregator level.
Separate campaigns and pages for the homeowner paying out of pocket, kept apart from the program work so each could be measured on its own.
A tracked number per channel, recordings, and a match against the job list, reported monthly on cost per booked loss.
Illustrative figures. The three headline outcomes above are the documented client results. The month-by-month chart and the channel split below are illustrative, modeled on typical restoration campaign behavior, and will be replaced with the client's own reporting when it is released for publication.
| Channel | Share of booked losses | Note |
|---|---|---|
| Local Services Ads | 38% | Priced per contact, weighted to nights and weekends |
| Paid search, emergency terms | 29% | Bids rise after 6 PM |
| Map pack and Business Profile | 22% | First position on emergency intent by Q3 |
| Direct-pay campaigns | 11% | Kept separate to measure on its own margin |
No. The campaigns produced the calls; the coverage turned them into jobs. Media without answer coverage in an emergency trade is the most expensive way to fund a competitor.
Because they have different economics and blending them into one number hid which was carrying the business. Once separated, the direct-pay campaigns justified their own budget on their own margin.
Coverage and tracking in the first month. Emergency campaigns live in the second. Map pack position built over the following two quarters.
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