Local Service Ads for Home Service Businesses

Is branding still worth it in home services? Or is it time to double down on local service ads, GMB, and other tactics?

Tony Castellucci of Wanamaker Advertising, a lead generation marketing agency for contractors, doesn’t think so.

When we sat down to talk home services marketing, he didn’t waste time with fluff:
“Branding is for cattle,” he said.

He’s not interested in impressions. He’s not interested in completion rates.

Why?

Because those numbers don’t mean anything if they don’t turn into work.

"Everybody’s impressions, impressions, video, completion rate…"
Tony’s seen it all. People obsessing over video views and vanity metrics in marketing that used to work—emphasis on used to.

“I don’t care,” he said. “Can’t sit on that.”

If you’re chasing vanity metrics and hoping they somehow lead to jobs, you’re going to be disappointed.

There was a time when brand awareness alone could bring in leads. That time’s over. As Tony put it: “It’s not as great for lead gen for contractors anymore as it once was.”

From Brand Awareness to Booking: The Shift Toward Lead Generation for Contractors

Tony’s not saying visibility doesn’t matter—but visibility without action is worthless.

A logo won’t pay your crew. Color palettes don’t fill your calendar.
And the idea that a polished brand presence will eventually generate leads? That’s a gamble most service businesses can’t afford to make anymore.

When your pipeline’s thin, you need predictable growth. That’s where real lead generation strategies come in. Tony’s approach isn’t about building long-term brand equity—it’s about driving results this month.

That means ditching passive tactics and doubling down on platforms that actually drive conversions.

Why Local Service Ads (LSAs) Matter More Than Ever

Tony’s top priority?

Maximizing Local Service Ads (LSAs).

LSAs are pay-per-lead ads that appear at the very top of Google search results. And they work—especially for contractors, plumbers, HVAC techs, and electricians who need calls now, not later.

You don’t need to be a digital marketing expert to get started. But you do need to pay attention to a few key things:

• Make sure all LSAs are on during peak call hours
• Adjust bidding strategies to improve cost-per-lead
• Regularly update your business profile and reviews
• Track performance and pause underperforming ads

Tony’s clients are winning by doing less guessing and more testing. If an ad doesn’t deliver, it’s replaced. If it converts, they double down.

How to Use Google My Business for Home Services

Right behind LSAs is another heavy hitter: Google My Business (GMB).

Tony’s team treats GMB profiles for home services like digital storefronts. When someone searches for “plumber near me” or “electrician open now,” your GMB listing is often the first thing they see—before your website, ads, or social media.

Here’s how to get the most out of it:

• Upload new photos regularly (equipment, team, before/afters)
• Respond to every review—positive or negative
• Post weekly updates or service highlights
• Add service areas and accurate contact info

If you haven’t optimized your GMB listing, you’re leaving leads on the table. And if your competitors are partnered with service scalers who help boost their visibility? You’ll lose out even faster.

Local SEO for Service Businesses: Don’t Skip This Step

If LSAs and GMB are the gas pedal, local SEO for service businesses is the foundation under the car.

It’s not just about keywords. It’s about showing up in the right searches at the right time. That includes:

• Claiming and updating all relevant directory listings
• Getting high-quality backlinks from local sites
• Using location-based keywords in headlines and service descriptions
• Embedding maps and location info on your website

The payoff? A steady stream of leads that find you through organic search—even when you’re not running ads.

Tony’s Approach: Stop Waiting, Start Conquesting

Tony didn’t dance around his strategy.

He wants to win. Period.
“Conquest those guys,” he said.
And: “Foot on throat.”

That’s not just talk—it’s a mindset. Most service businesses are too passive. They’re waiting for leads to find them instead of actively going after market share.

Tony’s approach? Own the top of search. Show up where it counts. And push your competitors out one lead at a time.

Forget Fluff. Focus on What Works.

We didn’t talk about long-term brand building for service businesses.
We never mentioned tone, palette, or messaging guidelines.

What we talked about was what works right now—and how to use it.
That means:

• Stop tracking the wrong numbers
• Turn on your LSAs at the right time
• Optimize your GMB profile and keep it active
• Partner with experts who can scale your home services advertising

If you're still stuck in old playbooks, it's time to move on. Your competitors already have.

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