Home services & trades · Acquisition

Paid acquisition for home services and trades

Most home-services ad accounts are optimized toward form fills that nobody worked. Spend gets judged on cost per lead while the business is actually paid per booked job. Those are two different numbers, and only one of them matters. Until the pipeline can report which source produced revenue, every budget decision is a guess dressed as a metric.

Start a buildIndustry overview
01Paid search & social · Landing pages
Acquisition01
Paid search & socialLanding pagesAttribution
Home services & tradesIllustrative

Acquisition

Paid, local presence, landing pages, and attribution.

Acquisition · Home services & tradesOne pairing of the matrix
Service
Acquisition
Industry
Home services & trades
Covers
Roofing · Painting · HVAC & electrical · Auto detailing
Architecture
Unchanged from every other vertical — only the breaks differ
Engagement
A defined build, or run under management

What usually breaks

Before anything gets built.

The same failures recur across home services & trades. Strygon maps the specific system before proposing anything, but these are the ones worth checking for.

Missed calls

A missed call is a lost job. Calls, forms, and chats land in three places and no one owns the first response.

No speed-to-lead

The lead sits until someone checks the inbox. By then a competitor already booked the estimate.

Whiteboard ops

The schedule and pipeline live on a whiteboard and a phone. Nobody can say what a lead costs or what closed.

Recurring in home services & tradesObserved pattern · the specific system still gets mapped

The approach

What Strygon does about it.

Acquisition, aimed at those failures specifically rather than at a generic checklist.

01Acquisition
Optimize toward booked, not submittedAcquisition
01
Part of the scoped build

Optimize toward booked, not submitted

Conversion tracking is keyed to booked jobs rather than form submissions. The platform learns from outcomes the business gets paid for.

02Acquisition
Local service ads in the same reportAcquisition
02
Part of the scoped build

Local service ads in the same report

Paid search, local service ads, and organic all report against one pipeline, which makes them comparable for the first time.

03Acquisition
Budget follows close rateAcquisition
03
Part of the scoped build

Budget follows close rate

Spend shifts by close rate per source instead of by platform-reported cost per lead, because the cheapest lead and the most profitable one are rarely the same lead.

The approach for this pairingScoped in writing before work starts

What gets built

Concrete deliverables.

Everything in acquisition, applied to how home services & trades actually runs.

All of acquisitionIndustry overview
Paid search and paid social
Local presence and profile management
Landing pages and conversion tracking
Attribution that survives contact with reality
In scopeScoped in writing before work starts

Also for this industry

Other parts of the same system.

CRM & automation
CRM & automation03
Pipeline architectureSpeed-to-lead
Applied hereIllustrative

CRM & automation infrastructure

A missed call in home services is a lost job. Routing has to treat a ringing phone, a form, and a message as the same event, and start the same clock on all three.

Read the crm & automation read
Web & commerce
Web & commerce04
Next.js buildsCommerce
Applied hereIllustrative

Web & commerce

A contractor’s site has one job: turn someone already searching into a booked estimate. Most are brochures with a contact form at the bottom.

Read the web & commerce read
Local & private AI
Local & private AI01
Self-hosted inferenceRetrieval on private data
Applied hereIllustrative

Local & private AI models

Recorded calls, job photos, and customer addresses are all data. Running the model in-house means none of it has to leave to be useful.

Read the local & private ai read
Custom software
Custom software02
Internal toolsData pipelines
Applied hereIllustrative

Custom software

Field software assumes a business shaped like the vendor’s average customer. The gap between that and the real crew schedule is where the spreadsheets live.

Read the custom software read

Start

Start with what’s broken.

Send the situation in a paragraph. Strygon comes back with a read on what’s likely wrong and what it would take to fix, before anyone talks about price.

Most builds start withleads dying in an inbox., three half-finished pipelines., follow-up nobody owns., numbers that never agree., four vendors blaming each other.

Or email hello@strygon.com

What to send
A paragraph. What broke, and where it shows up.
What comes back
A read on what is likely wrong and what fixing it takes.
Price
The last conversation, not the first