Summary
- Capture existing demand before trying to create new demand.
- Maps profile, reviews and marketplaces are the cheapest first wins.
- Track cost per won job, not impressions or followers.
- Cut any channel costing more than 10–20% of job profit.
- Responding within an hour beats increasing ad spend.
Quick answer
Start with the channels where people are already looking for what you sell: a business profile on maps, a clear website, reviews, and marketplace listings. Only then add paid ads and social content.
The order that works
Realistic budgets
| Channel | Monthly US | Monthly UK |
|---|---|---|
| Search ads, local service business | $500–3,000 | £350–2,200 |
| SEO retainer | $800–3,500 | £600–2,500 |
| Social media management | $500–2,000 | £400–1,500 |
| Marketplace / lead subscription | $50–400 | £40–300 |
| Email platform | $20–100 | £15–75 |
| Website build, one-off | $2,000–12,000 | £1,500–9,000 |
Measure cost per lead, not impressions
For every channel, track: enquiries received, how many became quotes, how many became jobs, and the average job value. Cost per acquired customer is the only number that lets you compare a marketplace subscription with search ads with a leaflet drop.
A simple rule: if a channel costs more per won job than 10–20% of the job's profit, it needs fixing or cutting.
Common mistakes
A 90-day starter plan
Days 1–30: Complete the maps profile, collect ten reviews, fix the website services and contact pages, list on relevant marketplaces.
Days 31–60: Launch a small search ad campaign on your three best-margin services, with call tracking.
Days 61–90: Review cost per won job by channel, cut the worst, double the best, and start a monthly email to past customers.
Summary
Capture existing demand before trying to create it. Profiles, reviews, a clear website and marketplaces cost little and convert fast — then scale paid channels using cost per won job as the only scoreboard.