I spent $1,000,000 on marketing for home service businesses… here’s the ONLY 4 things that worked

I’ve spent more than a million dollars marketing home service businesses. And after all the campaigns, tests, wins, and losses, I can confidently say this: there are only four ways to get new customers.

This isn’t just my opinion. Alex Hormozi calls them the “Core Four,” and after running real-world campaigns for HVAC, plumbing, electrical, and other home service companies, I 100% agree.

Here they are:

1. Warm outreach (referrals & partnerships)
2. Free content (SEO & social media)
3. Cold outreach (direct contact with people who don’t know you)
4. Paid ads (Google, YouTube, Meta, etc.)

Let’s break them down and look at how home service businesses can actually use each one.

1. Free Content (SEO & Social Media)

When most owners think about digital marketing, they think:

• “I need reviews.”
• “I should post on Facebook.”
• “Maybe I should try SEO.”

And they’re right because the data is undeniable. Around 80–87% of homeowners start on Google when they need a contractor. That means if you’re not showing up there, you’re invisible.

Here’s how to stand out:

• Google Business Profile
  • More: Get more reviews.
  • Better: Add keywords like “plumber” or “HVAC repair” into your name and profile.
  • Different: Change your DBA so your business name directly reflects your service.
• On-Site SEO (your website)
  • More: Build service-specific pages (e.g., water heater repair, tankless installs, softeners).
  • Better: Optimize your title tag, meta description, and H1 with “service + city” (e.g., Plumber Dallas).
  • Different: Publish case studies with photos, customer stories, and reviews.
• Social Media Content
  • More: Post more often. If you’re at once a week, go to three times.
  • Better: Use video customers engage way more. Answer common questions on camera.
  • Different: Go beyond “before & after” pics. Strap on a GoPro, record jobsite walkthroughs, or film short customer Q&As.

The key? Free content isn’t just about posting it’s about posting more, better, and different.

2. Paid Ads

If free content is the long game, paid ads are the accelerator. But here’s the catch: you can burn money fast if you don’t track return on ad spend (ROAS).

Here’s the order I recommend:

1. Google Local Service Ads (LSA) → Best real estate on Google. Simple setup, warm leads.
2. Google Search Ads → Works if you manage keywords and landing pages carefully.
3. Yelp Ads → Annoying sales team, yes. But Yelp often ranks on page one, and people click.
4. YouTube Ads → Great for education, consideration, and retargeting.
5. Meta Ads (Facebook/Instagram) → Middle of the funnel. Works well for retargeting and brand awareness.
6. Mailers → Expensive, low trackability, but sometimes effective locally.

Pro tip: Max out Google first. Too many businesses jump into Facebook ads without ever maximizing high-intent searches like “AC repair near me.” That’s leaving money on the table.

3. Warm Outreach (Referrals & Partnerships)

Referrals are gold in home services. But most companies don’t go beyond asking happy customers for a review.

Here’s how to expand it:

• More: Build partnerships (e.g., roofers referring to gutter cleaners, landscapers referring to irrigation companies).
• Better: Create a structured referral program dedicated page, clear payouts, and a process.
• Different: Partner outside the obvious. PTAs, charities, or local organizations can all be referral sources.

This is free. It just takes effort.

4. Cold Outreach

This is the least scalable, but it still works. I know an $18M company that built their business almost entirely through door-knocking.

If you’re just starting, this might be necessary. But long-term, it’s not where I’d focus most of my energy.

Ranking the Four

If I had to rank these for home service businesses, here’s how I’d do it:

1. High-Intent (Google SEO, LSAs, Search Ads, Business Profile)
2. Warm Referrals & Partnerships
3. Consideration/Brand Awareness (YouTube, Meta, Social)
4. Cold Outreach

Start where the money already is: high-intent Google searches. Once you’ve maxed that out, then move up into brand awareness.

Final Thoughts

At the end of the day, every marketing channel fits into one of these four buckets. The trick is knowing which one to focus on and in what order.

• If you’re running a $500K–$5M service business, maximize Google visibility and build a referral engine.
• Once that’s dialed in, layer in paid ads and better social content.
• Cold outreach? Keep it in your back pocket if needed, but don’t rely on it forever.

If you want help implementing these strategies or just figuring out your return on ad spend we do this every day at Phlash Consulting.