Bill BrownFounder of ServiceTitan Hacks community (9k+ pros) | INC 5000 Contractor | Helping contractors win with AI & Automation

Marketing Rebrand: Turning Bland Into Brilliant #shorts

10 Mar 2026 · 1 min

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0:53

In this short conversation, Bill Brown and a speaker discuss the company's recent rebrand, highlighting a new logo that features the speaker’s father on a truck, which resonates strongly with the local community. The speaker notes that community members recognize the father’s image, leading to positive phone calls and a sense of validation for the branding effort. The dialogue then shifts to marketing spend, with Bill asking about the cost of acquiring leads. The speaker explains that traditional Google leads can cost $450–$500 per qualified lead, but recent low‑budget Google campaigns costing around $60 are delivering better performance than earlier generic branding ads.

I'm sure you spend a lot of money on marketing. I see, I see that nice logo there. So you got— yeah, yeah, we rebranded.
Yeah, it used to be old and bland, but we've spun that around.
Is that you on the— that's actually my dad.
That's your dad? Oh yeah, we, we wanted to do something a little different, and a lot of people in the community knew who he was, and it's— we got rebranded He did a great job, and I get phone calls all the time. Hey, I like what you do with the truck. It looks just like your dad. The people that knew, they're like, ah. I'm like, okay, great. It makes me feel good because I'm like, okay, you got it, you understood.
Yeah, that's awesome. The branding looks good. And yeah, but you spend $450, $500 to get into someone's home, or is that just to, just to get a qualified lead that you then have an opportunity to book?
Yeah, I mean, Google leads, depending on time of the year there, for a while they were getting up there crazy. Um, my marketing guy told me the other day we're running some new, some new, um, stuff for like Zero for $60 and stuff like that. And yeah, those are actually performing better at a lower spend than some of my other generic, just, just, uh, ad, you know, your branding ads that I run.
Yeah.