ARC Solution
Google Ads for home services, priced around job value and capacity.
ARC runs paid search for contractors and home service businesses where demand is seasonal, weather-driven, and easy to outrun. We spend where the work is profitable and stop where the schedule is full.
The problem
The problem is rarely leads. It is the Tuesday in August.
Every van is booked, the phones are ringing, the ads are still spending — and you are buying calls nobody can answer for jobs that cannot be scheduled for eleven days. By then the customer has called someone else. That is not a marketing win with an operations problem attached. That is money burned.
Demand here also moves violently. A heat wave triples search volume in a week; a mild winter halves it. A budget set annually and left alone overspends into a dead month and underspends through the week that pays for the quarter.
And the money is in the job, not the lead. A campaign optimising toward cheap calls will fill the schedule with drain unblocks while the high-margin installs go to whoever bid for them specifically.
Our approach
What we do for a contractor
Move budget with demand and capacity
Seasonality, weather and your ability to actually do the work all move spend. Advertising into a full schedule manufactures bad reviews at a premium price.
Bid by job value, not job count
Campaigns structured so the profitable work is bid for deliberately rather than arriving by accident between low-value calls.
Build the service area properly
Which areas justify a page, what a page needs to be genuinely useful, and how to represent a service area without spawning fifty near-identical town pages.
Measure missed calls
The largest and quietest leak in this industry. A 20% missed-call rate makes every other optimisation cosmetic.
The proof
We have done this, and documented it.
Read the situation, the strategy, the work completed, and the result — including the screenshots behind the numbers.
Common questions
Questions we are asked in this market
We are already busy. Why advertise?
To choose the work rather than take what arrives, and to keep the schedule full when the season turns. If it is only buying more of the same jobs, it is not worth it — and we will say so.
How do we handle seasonality?
Move budget with demand rather than spreading it evenly, and build organic visibility in the off-season so paid is not carrying the whole year.
Are Local Services Ads worth it?
Often, for the right categories — they sit above everything and price per lead. They complement search rather than replace it, and they have their own qualification quirks.
What if we cannot handle more calls?
Then more calls is the wrong goal. Sometimes the right answer is to raise prices or fix scheduling before spending another pound on ads.
Let’s determine whether this is the right growth lever.
Tell us what the business is trying to achieve, what is currently limiting progress, and what has already been attempted.