home services PE marketing, built for roll-ups
Every add-on brings its own site, phone numbers and CRM. We find where booked jobs leak between them.
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- Platformfoundbookedwon
- Add-on 2foundbookedwon
- Add-on 3foundbookedwon
- Add-on 4foundbookedwon
more booked jobs on the same ad budget
every add-on brings another website
Buy-and-build works on paper. On the ground, you end up with a dozen websites, a dozen half-forgotten Google Business Profiles, calls tracked at some locations and not others, and no way to say what a booked job costs.
Local teams can't fix that. It's a system problem: the leaks sit between locations and channels, where nobody owns the whole. And it sits between the deal thesis and the EBITDA growth in the value creation plan.
what we fix in home services roll-ups
Marketing for PE-backed home services wins or loses on Google near each location and on the phone. We diagnose both first, then fix them location by location, without losing the rankings each add-on had earned.
signs you need this
- Google Business Profiles unclaimed, duplicated or out of date
- Calls tracked at some locations and not others
- Nobody can say what a booked job costs in each market
- Websites from bought companies with no plan to merge them
- A different CRM or scheduling tool at every add-on
- Your own brands bidding against each other in Google ads
see what each location is leaking
The free Portfolio Marketing Audit is a leak report built from what’s visible outside the business: site, search, ads, reviews and response speed. It estimates the cost where the evidence allows and names what we’d validate first inside. No call needed.
how much is marketing adding to EBITDA?
The free audit starts the answer: where marketing is likely losing money, what each leak may cost, and what to validate first.
Free Delivered by email No call needed
proof, not promises
U.S. Waterproofing, a Rotunda Capital Partners company: top in organic search in Schaumburg, 36.7x pipeline per $1 of Local Services Ads spend there (553 won of 1,785 opportunities), and a local playbook every new location can copy.
u.s. waterproofing · google local services ads
25.6x
Pipeline per $1 of ad spend across four markets · 669 won of 2,524 opportunities
$451K of Local Services Ads, $11.5M of pipeline
read the case studyu.s. waterproofing · one market, organic and paid search together
36.7x
Pipeline per $1 of Local Services Ads spend in Schaumburg · 553 won of 1,785 opportunities
Schaumburg: top in organic search, 36.7x pipeline per $1
read the case studyu.s. waterproofing · local seo and google business profiles
636
Leads from Google Business Profiles (Maps listings)
The same local set-up for every new location
read the case study
the playbook for every add-on
The same steps for every add-on, in the order the diagnosis sets, so integration gets faster with every deal.
- (01)
claim and fix every profile
Each location gets an accurate Google Business Profile claimed in the company's name, matching listings everywhere and a review routine the local team will keep up.
- (02)
track every call
Call tracking by location and by ad or source, tied to booked jobs. The phone call is where a customer says yes, so it gets measured. The tracking account and phone numbers sit in the company's name, so the call history stays if a vendor changes.
- (03)
one CRM, one set of numbers
Leads and booked jobs in one view, on the same definitions at every location, so you see CAC per booked job in every market.
- (04)
merge websites without losing google rankings
Website moves, redirects and location pages planned together, so the local SEO rankings each site earned move with the brand instead of disappearing.
- (05)
spend more on what books jobs
Once the numbers are clean, budget goes to the markets and ads that fill the schedule at the lowest CAC.
keep the local brand or unify?
There's no single right answer, only a right answer for each market. We decide with data, not taste. More on brand architecture, how your brands fit together.
Best when
keep the local brand
The local name carries real trust and reviews
unify under one brand
Brands are weak or overlap in the same market
Google rankings
keep the local brand
Keeps the rankings each site has
unify under one brand
Builds one stronger website over time
Cost to run
keep the local brand
Higher, many sites and profiles
unify under one brand
Lower, one system to maintain
At exit
keep the local brand
A group of local names
unify under one brand
One brand, easier for a buyer to underwrite
the phone rings or it doesn't.
everything else is a report.
questions, answered
Something we didn’t cover? Ask it on the audit form.
It has to work across many locations at once and show the sponsor what a booked job costs. Running one shop well isn't enough. A buy-and-build platform needs one system and one set of numbers across every add-on.
It depends on local trust, reviews and Google rankings in each market. We recommend keeping the name, using both names, or moving to one brand, company by company, with a plan for moving the websites whichever you choose.
It can, if done carelessly. We map every page, redirect and Google Business Profile before anything moves, so rankings carry over.
In home services most jobs are booked by phone. Without tracking calls by location and by ad or source, you can't know what a booked job costs or which spending to cut.
A leak report built from what’s visible outside the business: site, search, ads, reviews and response speed. It estimates the cost where the evidence allows and names what we’d validate first inside the business. No call needed.
keep reading
- value creation strategiesFive PE value creation strategies, an illustrative example of each, and what marketing has to deliver for the thesis to pay. Get a free marketing audit.read more
- SEOSEO for PE-backed companies: organic search and AI answers that can lower blended CAC over the hold and compound as an asset. Free marketing audit.read more
- healthcare and medicalMarketing for PE-backed practice platforms: find where new patients leak, then fix local demand, reviews, recruiting and privacy-safe tracking. Free audit.read more
see where marketing is losing you money.
the free audit
what you get
- (01)
Where demand leaks
Search, the website, speed to lead and paid media: the leaks visible from outside the business.
- (02)
What each one may cost
An annual cost estimate wherever the evidence supports one, with the assumptions shown.
- (03)
What to fix first
Fixes ranked by likely payback for the work involved.
- (04)
What we’d validate inside
The CRM, ad and revenue data we’d check first to turn the estimates into numbers for your value creation plan.
what lands in your inbox
how much is marketing adding to EBITDA?
The free audit starts the answer: where marketing is likely losing money, what each leak may cost, and what to validate first.
Free Delivered by email No call needed