Labor Day Rush: Should Contractors Spend More on Ads Now?
By Dipa Gandhi
For home service contractors, the weeks leading up to Labor Day often bring a surge in calls, bookings, and last-minute service requests. But the real question is: should you invest more into ads during this period, or hold steady? Let’s break it down.
The Challenge of Seasonal Demand
Labor Day marks the unofficial end of summer, and for many homeowners, it’s a trigger to check off long-postponed projects before the cooler months set in. Roof repairs, exterior painting, landscaping, and deck cleaning all see spikes in demand.
The problem? You’re not the only contractor who knows this. As demand increases, competition for ad space heats up, driving up cost-per-click (CPC) across Google Ads and Local Services Ads (LSA). Contractors often find themselves asking:
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Will spending more actually deliver more jobs, or just higher bills?
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What if I invest now and don’t see enough return?
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Is it smarter to wait until after the holiday rush?
Why Holding Back Can Cost You More
Many contractors hesitate to increase ad spend, fearing wasted dollars. But waiting may be the real risk. Here’s why:
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More Homeowners Are Searching Now: Google data shows searches for “roof repair near me” and “house painters near me” increase by as much as 20% in late August compared to early July.
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Competitors Are Already Bidding Higher: If your competitors are bidding aggressively while you hold back, their ads will appear more often. That means they’ll capture leads that could have been yours.
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Lost Opportunities Multiply: A missed lead today often means losing not just one job, but potentially repeat business and referrals.
Think of a landscaper in New Jersey last year who hesitated to raise his budget. By the time he realized his competitors were running expanded ad campaigns, the season was winding down. He lost out on a dozen yard cleanups that would have brought in fall aeration jobs as well.
When Boosting Your Budget Makes Sense
Investing more isn’t about blindly spending—it’s about spending smarter. Here are situations where boosting your ads before Labor Day is worth it:
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Your Schedule Has Openings: If you still have gaps in your calendar, more ad visibility can help fill them quickly.
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Your Margins Support It: A $50 ad spend that secures a $500 roof inspection is an easy win.
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You Operate in Competitive Markets: In areas with multiple contractors, higher spend ensures you don’t get buried under competitors’ ads.
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You’re in High-Demand Services: Exterior painting, gutter cleaning, and roof repair see the highest seasonal spikes—ads for these services often generate above-average ROI.
For example, one cleaning contractor in Florida boosted her Google Ads budget by 30% last August. Not only did she book out the two weeks before Labor Day, but many of those clients signed up for recurring monthly cleanings, doubling her ROI.
Smart Strategies to Maximize ROI
Boosting spend alone isn’t enough—you’ll need to be strategic. Contractors who succeed during peak demand seasons usually:
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Adjust Ad Copy for Urgency: Highlight “before Labor Day specials” or “limited availability.”
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Tighten Geo-Targeting: Focus spend on neighborhoods where homeowners are more likely to book quickly.
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Track Performance Daily: A small tweak in budget allocation can mean dozens of extra leads over a week.
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Balance Paid with Organic: An optimized Google Business Profile (GBP) and SEO strategy help capture free leads, lowering your average cost per job.
Final Takeaway
Boosting your ad budget before Labor Day isn’t just about chasing clicks—it’s about positioning your business where your ideal customers are looking, right when they’re most motivated to hire. If you’ve got room in your schedule and the right margins, the short-term investment could turn into long-term wins.
