Phil Risher rates marketing channels for home-service companies by measurability and ROI. Google Local Services Ads and email marketing hit S-tier, with email potentially adding $250k in revenue. He warns against unmeasurable channels like billboards and radio, and calls AI-driven search a massive opportunity most owners are missing.
So we're doing marketing channels for $1 million to $10 million home service businesses. Google LSA, this is S tier. It's pay-per-lead. You don't pay any money until you actually get leads. The problem with it is that you can't just spend a bunch of money and get a bunch of leads. You're just up to the Google gods if they give you leads or not. Google search ads, I'm going to put this at B tier because if you don't have a good system for tracking return on ad spend, it can be a black hole. You could spend a bunch of money on Google search ads and feel like you got burnt out. And the reason is, is because you don't know that you spent $2,000 and you made $10,000. Yeah, like AI search. I'm going to put this as an A tier. And the reason is, is because this is shifting from the traditional SEO to now AI search. And so there's a huge land grab happening over there. And you should be investing in content creation, brand awareness for your business to make sure that you have land grab happening in AI search. Email marketing, S tier. This can literally add $250,000 in revenue to your business if you do it right. You should be sending out a monthly email. You should be cross-selling services. You should be using this as your way to get the most lifetime value out of your customer base. Billboards or radio, I'm going to put this as a D tier, specifically if we're looking at demand capture and trying to actually get leads and growth in the business. It's a nice to have, but it also is just like brand awareness, and it's really hard to track return on ad spend and all that. So I'm going to put this at D. Facebook ads, I'm going to put this as a B tier. I think that if you have a good strategy and you know your return on ad spend and you have really, really good sales process, these can work for you.
