A cheap lead on a $15,000 job
is not a bargain.
Most marketing advice for contractors is about getting more leads. For a trade with a five-figure average job, that is the wrong target. A roof, a repipe or a full HVAC replacement is a considered decision with three quotes and a two-week gap between the first call and the signature. Volume does not close that gap.
Two things do. The first is speed: the contractor who calls back within five minutes wins a disproportionate share, because the homeowner is still sitting with the problem. The second is proof at the moment of doubt — licence number, insurance, real photos of finished work, and reviews that mention the specific job type.
There is also a split most contractor campaigns ignore. An emergency search and a planned-project search are not the same customer. Someone typing “burst pipe” at 11pm will take the first company that answers. Someone typing “kitchen remodel cost” is eight weeks from buying anything. Running them through one campaign with one budget and one landing page wastes both.
So we separate them: emergency terms get their own campaign, their own hours and their own page, and planned work gets a slower funnel that survives a three-quote comparison.
This page is about the trade. If you work in South Florida, the county version has the local numbers, the cities we shut off and what the competition actually looks like here: contractor marketing in Broward County.
Full disclosure: these numbers come from LuxeWash, a mobile detailing company in Broward that Digital Anchor owns and runs. It is our testing ground, which is why we can publish the account data, including the cities that did not work.