What this looks like in your trade.
The model is the same everywhere — we build the whole thing in month one and do not charge for that month. What differs is the arithmetic: what a customer is worth, where the demand actually comes from, and when in the year it is worth spending.
Marketing for dental practices
A new patient is not one exam. Price the marketing on twelve months of hygiene and treatment, and the numbers stop looking frightening.
Marketing for HVAC companies
Most HVAC marketing buys service calls when the money is in replacements. Here is what changes when the arithmetic is done properly.
Marketing for law firms
Legal clicks are the most expensive anywhere, and still cheap if one signed case covers months of spend. The question is which practice areas.
Marketing for med spas
Almost nobody wakes up searching for a treatment they have never heard of. That single fact decides where a med spa should spend, and where it should not.
Marketing for pest control companies
The first treatment is not the product. Price the marketing against the recurring plan and a break-even lead becomes a profitable one.
Marketing for plumbing companies
A blocked drain is decided in minutes, not days. For plumbing, response time is worth more than almost anything else you could buy.
Marketing for remodeling companies
Nobody books a $60,000 kitchen from one ad. The firms that win these jobs are the ones still there when the decision finally gets made.
Marketing for roofing companies
Storm work is real money and a terrible business to depend on. Here is what a roofing pipeline looks like when it does not need the weather.
The arithmetic behind all of these is the same, and it is written out in full: what a lead should cost you, how much to spend, and which platform to start on.
The pages above are the trades we are asked about most. The model works for any service business where a customer is worth more than a few hundred dollars and you can serve more of them than you currently get.
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