Fractional CMO · Home services
A fractional CMO who speaks in booked jobs, not impressions.
I’m Pamela Jones. I run marketing for home services companies doing $2M–$20M — roofing, HVAC, plumbing, electrical, landscaping, restoration — and the PE firms rolling them up. Not slide decks. I find where the money leaks between a lead and a signed job, fix it, and run the execution too.
Roofing · Mighty Dog Roofing Denver
Multi-state home services · $50M+ revenue
Private equity · Home services portfolio
PLATFORM WATCH
When Google changes the rules, your lead flow feels it first.
Current watch item: Google is folding Local Services Ads into Performance Max, starting with U.S. home services in August 2026 — plumbing, HVAC, electrical, roofing, lawn care, pest control, cleaning, appliance repair, moving. If your leads come from LSA, it changes how you bid, budget, and measure. Most owners find out when the numbers move.
Last reviewed August 2026 · I keep this current because my clients’ lead flow depends on it.
Your LSA history doesn’t come with you
Local Services Ads performance reports don’t transfer into Google Ads. If your account hasn’t migrated yet, export every historical report first — once it’s gone, so is the baseline that proves whether the change helped or hurt.
Weekly budgets become daily ones
Weekly budgets convert to a daily average — your weekly number divided by seven, with a monthly ceiling around 30.4 days of that. Worth checking against your own account, because it can spend differently than you planned.
Manual cost-per-lead bidding goes away
Per-vertical manual bids are replaced by one campaign-level Target CPA. If a roof replacement and a repair call are worth wildly different amounts to you, that needs structuring before automation averages them together.
Free: I’ll read your Google Ads account and tell you what’s actually in it
Send me view-only access and I’ll come back with three specific findings — what your budget is really spending, where your conversion actions are counting things that aren’t booked jobs, and what the current platform changes are doing to your lead flow. No pitch attached. If the account is clean, I’ll tell you that.
Where home services money actually leaks
It’s almost never the ad account. It’s the six feet after it.
Every home services company I audit has the same shape of problem — and it’s never where the agency is looking. Here’s what I find first.
The phone rings and nobody books it
Your CSRs are the most expensive part of your funnel and the least measured. I pull the call recordings, score the booking rate by rep and by source, and fix the intake script before spending another dollar on leads.
Google Business Profile is doing more work than your ads
For most trades, the map pack outperforms paid — and it’s usually neglected. Review velocity, photo cadence, service areas, and category setup move more booked jobs than a bigger ad budget.
Your conversion actions count things that aren’t jobs
Form fills, 8-second calls, and chat opens all counted as “conversions” — so Smart Bidding optimizes toward noise. I re-define what counts before automation learns the wrong lesson.
Your budget ignores your season
Roofing after a storm and HVAC in July are not the same business as February. Flat monthly budgets overspend in the trough and underspend when demand is free.
Nobody ties spend to closed revenue
The agency reports cost per lead. You need cost per booked job and cost per closed job by source, tied back through your CRM — ServiceTitan, Jobber, HouseCall Pro, whatever you run.
Estimates go out and follow-up stops
The average trade loses more revenue in un-chased estimates than in bad ad targeting. A simple sequenced follow-up on outstanding bids is usually the fastest money on the table.
Trades I work in
Different trucks. Same broken funnel.
Ticket size, season, and lead source change by trade — the accountability problem doesn’t. What changes is which number we chase first.
Roofing
Storm-driven demand, insurance jobs, high ticket. Speed to lead decides the close.
HVAC
Brutal seasonality and replace-vs-repair economics. Maintenance plans are the real asset.
Plumbing
Emergency intent, small tickets, high volume. The map pack and call handling win it.
Electrical
Panel upgrades and EV chargers carry the margin — most spend chases the low-ticket calls.
Landscaping & turf
Recurring contracts beat one-off installs. Appointment flow is the constraint.
Pest control
Subscription economics. Retention and route density matter more than lead volume.
Restoration & remediation
Referral and adjuster relationships, plus 24/7 intent. Response time is the product.
Multi-brand & roll-ups
One playbook across locations, with attribution your investors can audit.
Deepest proof: roofing (Mighty Dog Roofing Denver), a multi-state $50M+ home services company, and a private equity home services group. If your trade isn’t on this list, the first call will tell us both quickly.
Home services results
Numbers from actual trucks.
+30%
Lead-to-appointment conversion
PE-backed home services company
Restructured KPIs around conversion, installed the weekly scorecard, and made one person responsible for the funnel end to end.
+20%
Appointment booking rate, at a lower cost per lead
Multi-state home services company · $50M+ revenue
Moved budget into the lowest cost-per-closed-job channels and fixed the appointment flow. Saved tens of thousands in acquisition costs.
“
“I’m very happy with Pamela’s marketing services. She’s willing to think outside the box, and has helped improve our lead quality.”
Mighty Dog Roofing — Denver
Roofing franchise
Why not just hire another agency
You’ve done that. Twice.
THE HOME SERVICES AGENCY
ME
Reports cost per lead and calls tracked.
Reports cost per booked job and cost per closed job.
Sells you more ad spend when results dip.
Moves the budget you already have to what converts.
Grades its own homework.
Sits on your side and grades theirs — and mine.
Hands you a dashboard you don’t read.
One scorecard, three minutes, plain English.
Never touches your CSRs, your CRM, or your follow-up.
Starts there, because that’s usually where the money is.
Account manager rotates every eight months.
One executive with a deliberately short client list. You get me.
Home services FAQ
What contractors ask me first.
What does a fractional CMO for a home services company cost?
We already have an agency running our Google Ads. Do we fire them?
Do you actually run the ads, or just tell us what to do?
What is the LSA to Performance Max migration going to do to my leads?
We’re seasonal. Does a fractional CMO still make sense?
How much of my time does this take?
Do you work with companies outside St. Louis?
Next step
Twenty minutes. I’ll tell you where your leak is.
Bring your numbers — spend, leads, booked jobs, close rate if you have it. You’ll leave the call with a straight read on where the money is going, whether or not you ever hire me.