Beat the Storm:

Ad Budget Tips for Damage Restoration Pros

By Dipa Gandhi

 

 

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When hurricane season hits, damage restoration contractors face both opportunity and risk. The surge in demand for services—from water extraction to mold remediation—can make this a make-or-break time for business. Yet many contractors struggle with one central question: How much should you really spend on advertising during this critical period?

Let's dig deep, separating the hype from hard numbers, so you can make a smart, profitable choice.

Rising Demand, Rising Costs

Hurricane season typically spans June through November in the US, with peak activity in August and September. During this time:

• Insurance claims for water and wind damage often soar.
• Homeowners urgently search for contractors to mitigate further damage.
• Competition among contractors for ad space spikes.

Google Ads data supports this trend: Cost per click (CPC) in home services generally rises during periods of peak demand. In 2023, restoration-related keywords in Florida saw CPC increases of 30–50% during hurricane months compared to off-season.

Real-world example:
A contractor in New Orleans reported that his typical $10–12 CPC on "water damage restoration" spiked to $18–20 in late August 2022. He didn’t plan for this surge—and quickly burned through his budget without enough leads to sustain operations.

The Risk of Under-Investment

When storms hit, homeowners don’t wait around:

• They search online immediately for help.
• They often call the first few companies they see.
• They rarely compare many quotes if they perceive urgency.

Contractors who hold back on advertising budgets in this season risk:

• Losing high-value jobs (often covered by insurance payouts).
• Being invisible when local search traffic peaks.
• Watching competitors secure repeat business or referrals.

One damage restoration company in Tampa shared that by halving their budget during hurricane season (out of fear of high CPC), they saw inbound call volume drop by 60% just when demand was highest. Worse, they had crews sitting idle while competitors scrambled to keep up with calls.

Strategic Investment: How Much to Budget

Instead of asking “How much is too much?”, contractors should ask:

“What level of spend will let me dominate high-value leads while staying profitable?”

Industry Rule of Thumb: Damage restoration companies often dedicate 7–10% of projected seasonal revenue to marketing overall. In hurricane season, that can mean temporarily bumping this to 15–20%, given the spike in urgency and higher ticket size.

Practical approach for hurricane season budgeting:

• Estimate demand uplift: Historical data can show how many more calls you get during hurricane months.
• Plan for higher CPC: Expect 30–50% higher costs than in off-season.
• Focus on conversion rate: Even at higher CPC, the cost per lead is often offset by higher close rates and ticket values.
• Prioritize urgency-based keywords: Terms like “emergency water damage repair” often convert better despite higher costs.

Real-Life Strategy: A Contractor’s Experience

Consider a small restoration business in coastal South Carolina:

• Average job revenue in off-season: $2,500
• Hurricane-season average: $5,000+ (insurance-funded work)
• Usual ad budget: $2,000/month
• Hurricane-season budget: Increased to $5,000/month

With the higher budget, they absorbed higher CPCs but booked 3x more jobs. Their return on ad spend (ROAS) improved from 4:1 in off-season to nearly 6:1 during peak storm months. Their takeaway? The higher investment wasn’t optional—it was the path to profitability.

Making It Work for You

To set an effective hurricane-season ad budget:

• Review past lead volume and sales during storm months.
• Factor in higher CPC projections (30–50% above baseline).
• Prioritize Google Ads and Local Services Ads (LSA) for urgent, local intent.
• Monitor budget and performance weekly—shifting spend to top-performing campaigns.
• Consider geographic targeting for areas at highest risk.

And remember: many contractors see hurricane season as the time to "fill the pipeline" with jobs that pay out over weeks or months. Strategic advertising is an investment in sustained revenue.

Call to Action

Hurricane season isn't the time to play it safe with your ad budget. It’s the moment to outpace your competition by planning, investing, and converting high-value jobs. If you're ready to create a custom advertising plan for peak season, 99 Calls can help you do it with data-backed strategies, targeted campaigns, and clear ROI tracking.

Reach out today to maximize your visibility when your community needs you most.