Emergency and planned demand are different
A burst pipe, replacement air conditioner and future renovation require different keywords, response expectations and sales journeys.
Trades and Home Services Digital Marketing and Lead Generation
Win more of the jobs you want.
More calls are only useful if they bring work you want, in areas you cover, at a price that makes sense. I help trade and home-service businesses attract better enquiries and follow them through to the jobs they win.
Free discovery call · Around 45 minutes · Directly with Matt · No obligation
Work directly with Matt Gatley · Gold Coast, Australia · Clients worldwide
The digital marketing challenges
A busy phone isn’t the same as a good week.
Calls from outside your area, unsuitable jobs and quotes that go nowhere all take time. When reporting stops at the enquiry, it’s hard to see which advertising is helping the business.
I work through the calls, quotes and completed jobs with your team so we can focus the budget on work that is worth taking on.
Service areas hide wasted spend
Suburb, travel time, licensing, job density and crew base can make two nearby enquiries worth very different amounts.
Calls disappear from reporting
Missed calls, repeat callers and unqualified conversations often sit behind a single phone-call conversion in the ad platform.
Job values vary dramatically
A minor repair, maintenance plan, system replacement and quoted build cannot share one lead value or follow-up process.
Capacity moves throughout the week
Marketing needs to respond when specific crews, locations or services are full rather than continuing to buy unusable demand.
Quotes are not completed revenue
A strong cost per quote can still hide weak close rates, low-margin work or long delays before the invoice is completed.
Who this is for
Who I help in trades and home services.
This work is best suited to businesses with meaningful acquisition spend, enough job outcomes to learn from and an operational team capable of acting on better evidence.
Essential trades
- Plumbers
- Electricians
- HVAC and air conditioning
- Roofing
- Pest control
- Security and access systems
Installation and improvement
- Solar and battery installers
- Builders
- Renovation companies
- Kitchen and bathroom renovations
- Pool builders
- Landscaping
Specialist property services
- Cleaning and restoration
- Asbestos removal
- Fire and flood restoration
- Home maintenance networks
- Multi-location trade businesses
Where the customer journey gets difficult
Call-outs, installations and projects need different success signals.
I map the real path from local intent to completed revenue and choose stages that reflect job quality without waiting months for every final invoice.
Emergency work
- 01Call
- 02Serviceable
- 03Dispatched
- 04Completed
Response time, area and immediate crew availability decide whether high-intent demand becomes revenue.
Quoted installations
- 01Enquiry
- 02Qualified
- 03Quoted
- 04Won
Property fit, budget, product choice and quote follow-up matter more than the original lead count.
Renovation projects
- 01Research
- 02Site visit
- 03Proposal
- 04Contract
Longer consideration and larger values need nurture and stage-based measurement rather than short-term CPL decisions.
Recurring service
- 01Lead
- 02First booking
- 03Plan accepted
- 04Repeat revenue
The first visit can create a relationship whose value is missed when marketing measures one job only.
A joined-up acquisition system
How the marketing fits together.
Urgent repairs, planned installations and larger projects need different approaches. I help you choose the right channels and messages for each, then look at what the calls and quotes actually produce before recommending where to put more budget.
Capture urgent local demand
Use Google and Microsoft search around service, problem, suburb and timing while controlling coverage and job-type intent.
Create planned-project demand
Use Meta and relevant platforms for visual services, installations, seasonal offers and longer-consideration home improvements.
Make serviceability clear
Build useful service and location content that explains the work, coverage, proof and the right next step.
Protect high-intent demand
Connect call handling, forms, qualification, site visits and quoting so good opportunities do not disappear between teams.
Follow up the right jobs
Use reminders and quote nurture for considered work while keeping urgent enquiries on a faster operational path.
Return job and invoice quality
Feed serviceable, quoted, won and completed values back into channel and service-area decisions.
Work directly with Matt Gatley
You work directly with me.
I’m Matt Gatley, founder of We Know Growth and a senior digital marketing expert. My background spans advertising, data, products and sales, with more than 20 years of experience and $350m+ in managed advertising spend.
I’ll take the time to understand how your business wins customers, then work with you on what needs attention. You can ask me about the detail, challenge a recommendation or talk through a decision as the work develops.
Meet MattWays to work together
A few ways we can work together.
If you’re not sure where to start, we can talk it through. An audit helps when the cause is unclear; management or advisory may be more useful when you already know the help you need.
Find what to fix
Growth audit
I investigate what’s happening and explain which changes deserve attention first, with a plan for your team to work from.
Explore the audit Improve acquisitionPaid advertising management
I take care of the campaigns and review what happens to the enquiries, so we can judge the advertising by the business it brings in.
Explore management Get senior directionGrowth advisory
I help you review results and work through recommendations while your team or agency continues to deliver the work.
Explore advisoryCheck your starting pointLead profitability calculator Measurement readiness audit
Straight answers
Trades and Home Services marketing questions.
A few questions you may have before we talk.
What does trades and home services marketing include?
It can include paid search, paid social, local landing pages, call tracking, lead qualification, quote follow-up, service-area strategy and offline conversion measurement through to won or completed work.
How can a trade business reduce poor-quality leads?
Define quality using service, area, urgency, property, budget and eventual job outcome. Then compare search terms, locations, pages and call handling against serviceable, quoted and won work rather than judging every call equally.
How should crew capacity affect advertising?
Budgets and coverage should respond when a service or location cannot accept useful work. The signal can start simply—what matters is preventing campaigns from systematically buying demand the team cannot fulfil.
Can phone calls be optimised beyond call volume?
Yes. Calls can be classified by serviceability, job type, booking, quote and outcome, then connected back to their source. That makes missed calls and low-value conversations visible instead of treating every connection as success.
Does paid social work for trades?
It can work well for visual, planned and higher-consideration services such as renovations, solar, pools and landscaping. Search usually remains important for active and urgent demand, but it is not the only useful channel.
What is the best first engagement?
A growth audit is usually the right first step when lead quality, calls, service areas, quoting, capacity and measurement may all contribute. Paid advertising management is appropriate when the operational path and commercial priorities are already clear.
Start with a conversation
What sort of work would you like more of?
Tell me about your services, the areas you cover and the jobs you’d like to win. We’ll look at where your enquiries come from and whether I can help you get more from them.
Free discovery call · Around 45 minutes · Directly with Matt · No obligation