Phil Risher shifted from relying on organic SEO to tracking real return on ad spend for home-service businesses. By monitoring invoices and scaling winning ads while cutting losers, companies can hit moonshot growth. The best approach combines slow organic channels with fast, data-driven paid campaigns.
I was actually wrong about this when I started working with home service businesses to help them grow. I used to believe in brand and organic SEO because they're bottom of the funnel people, and I discredited the speed that ads can get you leads. I was just focused, you know, get reviews, rank in the top place. That's where people go. When if you get your ads dialed in, return on ad spend tracking, invoices, it's basically a moonshot because you're going to know your numbers and you just dial up what works and dial back what doesn't work. I know now that that can be gas on the fire if you have all the data and if you do all the right stuff from an SEO organic brand perspective. And do both, you get a slow channel working and a fast channel working, you're going to grow your business.
