Fractional CMO for Home Service Contractors
I built a home service company from zero to 130 employees and 4x Inc 5000. Now I run the marketing for 10 contractors at a time.
13 years running Balanced Comfort taught me exactly what connects marketing spend to booked jobs. Now I do that for a small number of contractors. Not impressions. Not clicks. Booked jobs.
Engagements start at $2,500/mo. Limited to 10 contractors at a time.
15 min. No pitch. You’ll leave with at least one thing to fix Monday.
Want proof first? See client results
Prefer to call? (559) 521-3122- 4x Inc 5000
- 130+ employees built
- $10M+ revenue at exit
- 13 years in the field
- 10 clients max
Michael Bissett, owner of KABAM Plumbing, Sun City Center FL.
TL;DR
- Who we are: Sequoia GEO is a fractional CMO and growth operator for home service companies, run by a 13-year operator who built Balanced Comfort to $10M and 130+ employees (4x Inc 5000).
- Who we serve: HVAC, plumbing, roofing, and restoration contractors doing $2M to $15M in revenue with $5K to $30K per month in marketing spend.
- What we do: Connect every marketing dollar to a booked job. We optimize for cost per booked job, CSR booking rate, and revenue, not impressions or clicks. We integrate Google Ads, LSA, GBP, and ServiceTitan attribution into a single pipeline view.
- How we work: 30-day diagnostic sprint, no long contracts, starting at $2,500 per month. Limited to 10 contractors at a time.
The Problem
Why are you generating 200 leads a month and still losing money?
You are losing money because your marketing agencies operate in silos, optimizing for vanity metrics like clicks and impressions rather than full-pipeline revenue. Marketing and sales are the same pipeline. If one end is leaking, it does not matter how much you pour in the other end.
Your agencies do not see the whole pipeline. They see their piece of it, they optimize their metrics, and they send you a report that shows growth while your revenue stays flat.
of calls your marketing generates walk away without booking.
The industry average CSR booking rate is 42%. No agency will tell you that, because it’s “not their department.”
It is mine.
Siloed vendors
Your SEO company, PPC manager, and social team each optimize their own channel. Nobody owns the revenue outcome.
Vanity metrics
Impressions, clicks, "leads generated": metrics that look good in reports but don't tell you which jobs got booked.
No operator's eye
Agencies have never reviewed your appointment notes, listened to a CSR call, or watched a job close. So they can't see what's leaking.
You don't own your own marketing assets
Many contractors discover when they try to leave an agency that the website goes with them. Years of content, reviews, and SEO equity disappear with them.
4x Inc 5000
2020 – 2023
CA Contractor Licenses
Why This Works Differently
When you’ve sat in the dispatch chair, you see things differently.
Most contractors trust their marketing partner to take care of things. That trust is reasonable. The problem is that most marketing partners have never run payroll for 130 employees, watched a slow month threaten everything they built, or sat in a CSR training session wondering why booking rateswon’t move.
After 13 years building a home services company from startup to 4x Inc 5000, the one thing that separated growth years from flat years wasn’t the agency we hired. It was whether marketing, operations, and sales were connected or siloed.
That’s what Sequoia GEO is built around: the full picture. Not just your ad spend, but your booking rate, your average ticket, your appointment notes, your phones on Saturday morning. The things your current agencies aren’t looking at because it’s “not their department.”
“An agency sends you a leads report. An owner asks why revenue didn’t move.”
Balanced Comfort, Fresno CA • 50+ employees at peak • 4x Inc 5000 (2020–2023) • CSLB License #1027318 (C36 Plumbing, B General Building)
In the rooms where home services decisions get made
Joe Crisera
Home services industry leader
Tommy Mello
Founder, A1 Garage Door Service
Michelle Van Beek
Home services growth leader
As Featured On
Started in a 400 sq ft office in Fresno, CA. Grew to 130 employees, 4,000+ five-star reviews, and four consecutive Inc 5000 rankings before founding Sequoia GEO.
Find out what your marketing is actually producing.
15-minute call. No pitch deck. Just your numbers and what they mean.
What clients say
What We Do Differently
Your agency optimizes their metrics. Nobody optimizes your revenue.
Before touching your Google Ads, we look at the full picture: phones, booking rate, appointment notes, and where revenue is being left on the table before a lead ever turns into a job. We do this because it’s the only way to actually move revenue.
“You can generate 200 leads a month and still lose money if your techs are giving away work, your CSRs aren’t booking right, or your follow-up process is broken.”
That’s the difference between a marketing vendor and someone who’s run a company like yours.
Real Findings
What we find in the first 48 hours that agencies miss for months
Multiple clients. Multiple agencies. All reporting green.
Less than $2,000 in booked revenue. The agency managing it never connected lead spend to actual jobs.
Reality: 22 booked jobs. Three of five conversion goals were misconfigured: page views counted as conversions. The report showed green. Revenue didn't move.
Including their main service page. Their SEO company billed monthly while Google literally couldn't see their most important content.
After a web migration, their Google Business Profile went dark. Nobody noticed. A full month of "plumber near me" searches, invisible.
Google Guaranteed leads were being sent to a line nobody answered. The campaign was live and billing. The agency never called the number to check.
A tech told a customer "if the hydrojet doesn't work, there's no charge." That's not how pricing works. That tech gave away a job. The marketing agency never saw it. We flagged it within 24 hours.
None of this required special tools. It required someone who reads your appointment notes, calls your phone number, and asks why revenue didn’t move.
Free Tool: Marketing Leak Calculator
Enter your monthly spend, inbound calls, and booking rate. See exactly how much revenue is leaking versus what the same budget could produce.
How it works
Not an agency. A fractional CMO who’s been in your shoes.
I embed in your business, review your calls, audit your numbers, and own the revenue outcome.
The Full Picture Audit
I audit everything: your marketing spend and ROI by channel, your phone handling, your booking rate, your review velocity, your website conversion paths, your competitive position, and where revenue is leaking. You get a complete playbook, not a pitch deck.
Fix and Build
We fix what's broken first (wasted spend, misconfigured tracking, phone gaps), then build what's missing (proper attribution, conversion-optimized pages, review systems, local SEO). If you have existing agencies, I hold them accountable to revenue metrics, not vanity metrics.
Scale What Works
With clean data and a functioning pipeline, we scale. More budget to channels that produce profitable jobs. Less to channels that produce reports. Expansion into new service areas or markets when the numbers support it.
Is This a Fit?
Built for contractors doing $2M to $15M who are done cycling through agencies.
Every client gets the same depth of attention that produced four Inc 5000 rankings at Balanced Comfort.
This is for you if
- Spending $5K–$20K/month on marketing with revenue that isn't growing proportionally
- Can't answer "which channel produces our most profitable jobs" in 30 seconds
- Been through 2–3 agencies in the last few years and none of them moved the needle
- Want someone who understands your P&L, not just your click-through rate
- Doing $2M–$15M and need executive marketing leadership without the $300K salary
Not a fit
- Looking for the cheapest SEO package available
- Just need someone to "run your Google Ads"
- Not willing to share booking data, call recordings, and financials
- Want a vendor to check in with once a month, not someone embedded in your business
Free Workshop
Google Business Profile Optimization for Contractors
A full live session on GBP strategy for home service contractors. Specific tactics, real examples.
Real Work, Real Businesses
Watch the audits happen live
No polished case study decks. These are screen-recorded working sessions on real client sites.
Daddario Roofing: Website and GBP Audit Live
Knox Roofing: Quick Wins for More Calls and Bookings
Moriarty's Roofing: Web Optimization for Conversions
More on YouTube @SequoiaGEO
What We Do
Google Ads. SEO. LSAs. GBP. All tracked to booked revenue.
These aren’t standalone packages. They’re the channels managed as part of a single revenue strategy, each one tracked back to calls answered, appointments booked, and jobs closed.
Website Design & Development
Fast, conversion-optimized websites built for home service contractors. Not templates. Not page builders. Purpose-built to rank in local search, load in under two seconds, and turn visitors into booked calls.
The site you’re on right now is an example of what we build.
Google PPC Management
High-intent Google Ads campaigns built around contractor margins and seasonality. Every dollar tracked to booked jobs, not impressions.
Learn moreLocal SEO & AI Search Visibility
Rank where homeowners search, including in AI-powered results. Service pages, citations, and content that drives calls.
Learn moreGoogle LSA Management
Google Guaranteed placement at the top of local results. We manage bids, disputes, and review velocity to keep your cost per lead down.
Learn moreGoogle Business Profile
Full GBP management: categories, posts, photos, Q&A, review response, and map pack optimization. Your most-seen listing, treated like it matters.
Learn moreBusiness Automation
AI-powered workflows for lead intake, follow-up, unsold estimates, and scheduling. Less manual work, more closed jobs.
Learn moreFractional CMO
Executive-level marketing strategy without the full-time salary. Own the revenue outcome across all your channels, not just one of them.
Learn moreHVAC SEO & PPC
Seasonal campaigns built for the busy-season sprint and the shoulder-season grind. Fill your schedule when competitors go quiet.
Learn morePlumbing SEO & PPC
Emergency and scheduled plumbing leads. High-intent keywords, fast-loading pages, and GBP management that keeps you visible 24/7.
Learn moreRoofing SEO & PPC
Storm chasing, insurance jobs, and year-round lead gen. Specialized targeting for the full roofing job lifecycle.
Learn moreOnly 10 spots. See if yours is open.
If there's a fit, I'll tell you. If not, I'll tell you that too.
What do you actually look at when you take over a contractor’s marketing?
I start with your P&L, your CSR booking rate, and your average ticket, then trace every dollar of marketing spend to a booked job. Most agencies hand you a report full of impressions and clicks. The channels matter, but only after we know the numbers behind them.
Your Google Business Profile and Local Visibility
I audit your GBP listing, your Map Pack position, and how many calls actually come from it. One client had a dead phone number in their LSA profile for three months. Their agency never noticed because they were tracking impressions, not answered calls. That is the kind of gap I close in the first week.
Your Ad Spend and What It Actually Produces
I connect your Google Ads and LSA accounts to your CRM so we can see cost per booked job, not cost per lead. A $45 lead that books at 80% is worth more than a $12 lead that books at 15%. Most agencies optimize for the $12 lead because it looks better on a report. I optimize for the one that puts a tech in a truck.
Your Reviews and Reputation Velocity
Star ratings are table stakes. What matters is review velocity: how many new reviews you get per month relative to competitors. I build automated review request sequences that run through your CRM so techs don’t have to remember to ask. One client went from 4 reviews/month to 22 without adding any manual steps.
Your Revenue Attribution (The Part Everyone Skips)
If you cannot tell me the cost per booked job for each marketing channel, you are guessing where to spend money. I wire call tracking into your dispatch system (ServiceTitan, Housecall Pro, or similar) so every dollar of ad spend connects to a real job. This is the single change that has the biggest impact on marketing ROI, and most agencies never do it because it requires access they do not ask for.
Why is your current contractor marketing failing to produce booked jobs?
Your marketing is failing to produce booked jobs because the channel is rarely the problem. The gap is almost always between your marketing, your phones, and your dispatch board. After auditing dozens of contractor marketing programs, the same four patterns show up.
You Measure Leads, Not Booked Jobs
Your agency sends a report showing 200 leads last month. Great. How many of those booked? How many showed up? What was the average ticket? If you cannot answer those questions by channel, you are spending blind. I had a client spending $14K/month on Google Ads. When we connected call tracking to ServiceTitan, we found 40% of their leads were going to voicemail during business hours.
Three Vendors, Nobody Owns the Outcome
Your SEO company says rankings are up. Your PPC manager says cost per click is down. Your web designer says traffic increased. Revenue is flat. Nobody owns the number that matters because each vendor optimizes their own silo. The companies that grow fastest have one person accountable for the full picture, from ad click to dispatched job.
Your Phones Are Leaking Revenue
A 35% CSR booking rate means you are losing more than half the leads you already paid for. I listen to call recordings, score booking performance, and build scripts that raise conversion rates. This is not a marketing problem on paper, but it is the fastest way to double your marketing ROI without spending another dollar on ads.
Your Past Customers Are Being Ignored
Your existing customer database is the highest-converting, lowest-cost marketing channel you have. Past customers book at 2-3x the rate of new leads and spend more per visit. Most contractors have thousands of past customers sitting in their CRM with zero outreach. A seasonal email campaign to that list costs almost nothing and consistently produces the best ROI of any channel I manage.
Client Results
What contractors say after 90 days.
Video Testimonial
“Before I even gave him his first paycheck, he had already gone to work and dug up a whole lot of the items that were affecting our GBP and our digital marketing.”
“Sequoia GEO completely transformed our Google Business Profile and helped us stand out in a competitive market. We went from invisible to the first call customers make.”
“From our website to SEO to call volume, the results were real and measurable. Not reports that look good. Actual jobs booked.”
“Their home service marketing ability is elite level. They understand the contractor space in a way that no agency I’ve worked with ever has.”
They started with one call. Most never left.
No contracts. No pitch. Just your numbers reviewed by someone who's been in your seat.
The Offer
Start with 30 days. No commitment required.
The first 30 days are a real working engagement, not a pitch or a proposal. You see exactly how we work, what we find, and what we fix. Then you decide whether to continue.
Most clients find more value in the first 30 days than they expected, because most of them didn’t know what was leaking until we showed them.
Full account access
We get into everything: Google Ads, LSA, Analytics, GBP, Meta, call tracking, your CRM. Not a surface-level review. The full picture.
Complete audit with real findings
Every channel audited against one metric: what is it actually producing in booked revenue? Not clicks. Not leads. Jobs.
Recommendations with expected impact
You get a prioritized playbook: here's what's broken, here's what it's costing you, here's what we fix first and why.
Approved changes go live
Nothing changes without your sign-off. But once you approve, the fixes happen in week two, not month three.
You decide at day 30
Continue because you can see it working. Stop if it's not. Either way, you leave with a complete audit and real improvements already live.
What you have at day 30, regardless of what you decide:
A complete audit of every marketing channel, specific findings tied to revenue impact, a prioritized recommendations playbook, and approved fixes already live. That alone is worth the conversation.
Common Questions
No fluff. Just answers.
The questions contractors actually ask when they’re deciding whether this is right for their business.
PPC and Local Service Ads can start generating calls within 2 to 4 weeks once campaigns are launched and optimized. SEO is a longer play: expect meaningful organic growth within 3 to 6 months, with compounding returns over time. We typically recommend running both in parallel so you get immediate leads while building long-term visibility.
Both, but the primary KPI is booked jobs. A cheap lead that doesn't convert is worthless. We optimize the entire funnel: from the ad click to the phone call to the booked appointment, so you're getting quality leads that actually turn into revenue.
Absolutely. We build high-intent keyword clusters around emergency searches like "emergency plumber near me" or "AC repair now." These searches have the highest conversion rates, and we know exactly how to target them because we've lived those 2 AM emergency calls from the dispatch side.
Yes. Full GBP optimization: categories, services, photos, posts, Q&A, and review response strategy. Your Google Business Profile is often the first impression potential customers get, and we treat it like the revenue asset it is.
Always. Everything is built inside your own accounts: Google Ads, Meta, Google Business Profile, analytics. You own all the data, all the campaigns, and all the history. If we ever part ways, everything stays with you. No hostage situations, ever.
Core expertise is in HVAC, plumbing, roofing, and restoration services. That said, the strategies apply across home services: we understand the unique dynamics of emergency work, seasonal demand, and local competition that all contractor trades share.
Not ready for a call? See how much revenue you're leaving on the table.
Enter your spend, calls, and booking rate. Takes 60 seconds.
Free Guide: Google Local Service Ads
11 pages covering setup, lead management, credits, reviews, and the daily checklist contractors actually use. The same guide that gets people banned from the comment section.
Get Started
Find out where your revenue is leaking.
The first conversation is an audit, not a sales call. Tell us what you’re spending and what it’s producing. We’ll tell you what we see and whether we can help.
Free GBP audit
We review your listing before the call
No pitch deck
A real conversation about your numbers
No long-term contracts
Stay because it works, not because you're locked in