Booked jobs/
Not busy work.
For HVAC, plumbing, electrical, and home energy companies spending real money on marketing. I run your marketing like a line on the P&L and hold your agency to booked revenue, not leads or clicks.
115 clients/
In the trades.
I spent eleven years in agencies. The last four-plus were at Leadhub, a San Antonio agency whose clients were home services companies, where I rose from Director of Client Success to Chief Operating Officer. At our peak we served 115 clients and directed more than $1 million a month in media.
I was in the ad platforms and the analytics myself. I've seen what a good home services agency does in a month, and I've seen what a padded retainer looks like from the inside.
The numbers/
On file.
Results from my Leadhub years, across the client base. They were client outcomes, earned with a team.
Cumulative enrollments into client membership and maintenance plans. Many client plan bases grew 100% or more.
Return on ad spend, ranging from 3x to 10x across the client base.
Cost per account cut by more than 60%.
Brand migrations planned and executed for home services companies acquired into larger platforms. Migrations typically held 90%+ customer retention.
The usual leaks/
Plugged.
Attribution/Rebuilt.
Your agency reports leads. Your CSRs book jobs in ServiceTitan. Nobody connects the two. I set up tracking that carries the campaign from the click or call through to booked revenue, so budget moves to what books.
Local Services/Ads run.
Google Local Services Ads sit above everything else on the page and charge by the lead. I run them next to paid search and your Google Business Profile, and score all of it on what the leads book, not what they cost.
Memberships/Grown.
Maintenance plans are the steadiest revenue in the trades. I build the paid search, text, and email programs that enroll, renew, and win back plan members.
Agency/On notice.
Targets in writing, a monthly review, and a clear bar. If the agency can't clear it, I run the search and the handoff to a new one.
Acquisitions/Rebranded.
Bought a shop, or been bought? Name, website, trucks, phone numbers, CRM, and customer letters, planned so the phones keep ringing.
Built for/
The middle.
Big-shop fractional CMOs want $10 million in revenue and a $1 million marketing budget before they'll talk. Agencies will take anyone and hand you a junior account manager.
I work with owners in between: companies spending $25,000 to $150,000 a month on marketing who need a senior person watching it and can't justify a full-time CMO.
Home services/
Answered.
What does a fractional CMO do for an HVAC or plumbing company?
I own the marketing plan and budget, manage your agency and vendors, fix call and booking tracking, and report every week on what your spend booked. You get senior marketing leadership without a full-time hire.
Do you work with ServiceTitan?
Yes. I've worked with ServiceTitan and call tracking tools like CallTrackingMetrics, and the first job in most engagements is connecting marketing data to what gets booked in the CRM.
Do you manage Google Local Services Ads?
Yes. I've run Local Services Ads for home services clients, and I track which LSA leads turn into booked revenue so the budget follows what books.
Will you replace my agency?
Not by default. I manage your agency against written targets. If it can't hit them, I'll recommend a change and run the transition.
How much does a home services fractional CMO cost?
From $5,000 a month, flat, for companies spending $25,000 to $60,000 a month on marketing. Larger budgets and multi-location companies start at $8,000. See pricing.
Spend/
Booked.
Send me your last agency report. I'll tell you what it booked.