Home services (plumbers, electricians, cleaners) rely on GBP Optimisation and Google Local Services Ads, since most bookings happen at the moment of an urgent local search. Fast call response wins the job over slower competitors. Measured against booked jobs and cost per booked job, not calls or clicks alone.
Most jobs are won in the first ten minutes
When a pipe bursts, nobody reads five websites. They search, call the first business that looks trustworthy and answers, and book. Home services marketing is about being visible at that moment and responding faster than anyone else.
What we set up
- A complete Google Business Profile with the right categories, service areas, prices and photos
- Local Services Ads with Google screening where your category and country allow it
- Click-to-call on every page, and call tracking so you know which source rang
- Instant text or WhatsApp replies to web enquiries, even out of hours
- Review requests sent the same day as each job
Why reviews carry so much weight
Google says local ranking depends mainly on relevance, distance and prominence, and reviews feed prominence (Google Business Profile guidelines). BrightLocal found 86% of consumers use Google to read reviews and 40% are most likely to leave one after an email request (BrightLocal Local Consumer Review Survey 2025). A plumber with 200 genuine reviews will usually beat one with 20, even if the second is closer.
Do not create fake addresses to appear in more towns. Google's guidelines ban it and suspended profiles can take weeks to recover (Google Business Profile guidelines). Service-area settings do the job properly.
What we avoid
Buying leads from aggregators without checking quality, bidding on areas you do not cover, and paying for reviews. Fake reviews are now unlawful in the UK under the DMCC Act (Cooley on the DMCC Act, April 2025) and in the US under the FTC's 2024 rule (US FTC, Aug 2024).
How we measure it
Booked jobs, cost per booked job, answered call rate and average job value by source. For the details, see local SEO and our guide to ranking in the local pack.