We realized there was untapped potential for home service businesses to thrive, especially during peak seasons and in markets where competitors weren’t fully leveraging digital marketing.

Our initial strategy was to test different marketing angles, creatives, and audiences until we identified the messaging and offers that resonated most with homeowners searching for services online. Once we had that dialed in, we retargeted these audiences using Google Ads, email, and SMS to maximize lead conversion.

Top Of Funnel (TOF)

We focused about 70% of our ad spend, time, and attention at the Top Of Funnel (TOF) — primarily using Facebook ads to acquire high-quality leads profitably.

We tested ten different ad sets across three creative formats and five ad copy variations. Using a Dynamic Creative Campaign, we were able to quickly identify a few winning combinations that generated consistent leads. We let these winning ads run for about a week to collect more data.

Once validated, we scaled them using a combination of CBO (Campaign Budget Optimization) campaigns, setting daily budgets of around $200 per campaign to sustain performance while growing lead volume.

Middle Of Funnel (MOF)

After scaling up TOF campaigns, we moved to retarget the warm audience — people who interacted but hadn’t converted yet.

We employed an Omni-Channel Marketing approach, combining Facebook and Instagram retargeting with Google Display and Search ads to stay top-of-mind.

We also optimized lead quality and increased the average ticket size for our clients by bundling offers or upselling complementary services (e.g., roof inspection + gutter cleaning).

On Facebook, we created dedicated retargeting campaigns aimed at people who viewed a significant portion of our ads or visited landing pages but didn’t convert, using MOF-specific ad copy and offers that addressed common objections and reinforced trust.

Bottom Of Funnel (BOF)

Finally, we used email marketing, SMS, and hyper-targeted Facebook ads to convert the hottest leads — those closest to booking a service.

We segmented the audience by how recently they interacted (7, 14, 21, and 30 days) and tailored the content accordingly:
✅ Testimonials & case studies for newer leads
✅ Limited-time discounts for older, colder leads
✅ Personalised messaging addressing their specific needs

By individualizing our messaging and making irresistible offers at each stage of the customer journey, we were able to consistently convert warm and hot prospects into paying customers.

We call this process a retargeting funnel, where every stage delivers the right message at the right time to guide prospects seamlessly from interest to action.