Marketing Budget Tips for Plumbers, Roofers & Painters:
What’s Enough?
By Dipa Gandhi
Read it to me! Click the video below.
Running a home service business is no small feat. You’ve mastered your craft—whether it’s roofing, plumbing, painting, or landscaping—but bringing in steady work requires more than just skill. It demands a thoughtful investment in marketing. But how much should you really spend?
Many contractors wrestle with this question. Spend too little, and your phone stays quiet. Spend too much, and you risk burning through cash with no return. Let’s break it down.
The Hidden Cost of Playing It Safe
It’s tempting to cut corners on marketing, especially when leads slow down. After all, marketing feels like a gamble when every dollar matters. But here’s the reality: not marketing is often the most expensive choice of all.
Case in Point:
A painting contractor in Florida came to us after spending months relying only on word-of-mouth. When referrals dried up, so did his income. By the time he reached out, his savings were nearly gone. With just $500 to spend, he tried a DIY ad campaign—and barely saw any calls.
This contractor isn’t alone. Far too many home service pros fall into the feast-or-famine cycle because they treat marketing as a luxury, not a necessity.
The Real Numbers: What the Experts Say
The U.S. Small Business Administration recommends that businesses making less than $5 million annually should allocate 7–8% of their gross revenue to marketing—provided margins are healthy. That means:
- If you make $250,000/year, expect to spend $17,500–$20,000 annually (around $1,500/month).
- If you make $100,000/year, that’s $7,000–$8,000 annually (about $600/month).
Still sound high? Let’s translate that into potential return.
- A plumber in Texas invested $1,000/month in Google Ads through 99 Calls. Within three months, he was averaging 15 exclusive leads per month.
- A tree service contractor spent $650/month and landed a $6,500 removal job off just one lead.
In many cases, one new job pays for the entire month’s budget.
Where Should You Spend It?
Not all marketing is created equal. For service area businesses, results come from visibility in the right places. Focus on these high-performing channels:
1. Google Ads & LSA (Local Services Ads)
- Fastest way to get qualified leads.
- Highly targeted based on location and service.
- Budget flexibility: you can start with as little as $300/month.
- Lower competition areas = lower click costs.
2. Search Engine Optimization (SEO) + Google Business Profile
- Long-term investment that pays off over time.
- Helps your business rank on local maps and search results.
- Builds trust with consistent reviews and updates.
- Costs less than ads in the long run.
- Reach out to past customers with SMS/email campaigns.
- Extremely low-cost with high conversion potential.
- Keeps your business top-of-mind.
Making It Work Without Breaking the Bank
Even on a limited budget, smart choices go a long way. Here’s how to make every dollar count:
- Start Small, Scale Fast: Begin with a manageable ad budget. Analyze lead quality and ROI before expanding.
- Avoid Shared Leads: Always choose exclusive lead providers. Shared leads = higher competition + lower close rates.
- Track Everything: Use call tracking, Google Analytics, or CRM tools to know exactly where leads come from.
- Optimize Your Website: A fast, mobile-friendly site converts more visitors into calls.
- Ask for Reviews: More reviews improve your Google Business Profile rankings—and build trust.
Your Marketing Budget Isn’t an Expense. It’s an Investment.
Think of marketing as fuel. Without it, your business idles. With the right spend in the right places, you can accelerate growth, stabilize income, and outpace the competition.
Yes, setting a budget requires discipline. But more importantly, it demands the mindset that growth takes intention. The most successful contractors aren’t the ones who spend the most—they’re the ones who spend wisely and consistently.
