Paid media and local growth strategy for home services companies.
Booked jobs. Full routes. A phone that keeps ringing. Marketing measured in revenue, and built for the way homeowners actually hire.
We'll pull up your account together.
Real findings with real experts.
The trades we're built for.
The local stack, run the way it deserves to be run.
A homeowner with a flooded kitchen hires differently than one planning a remodel. One searches and calls the first company that answers. The other reads reviews, compares the map pack, and comes back three days later. Your marketing has to win both, and each takes a different tool.
Local Services Ads (LSAs)
The very top of the page, the Google Guaranteed badge, and you pay per lead instead of per click. LSAs are the highest-intent placement in home services, and most accounts run them on set-and-forget.
- Profile setup & Google screening
- Review velocity strategy
- Lead dispute management
- Response-time optimization
- Budget pacing by season & service line
Google Ads
Search campaigns structured by service line and geography, built around the two kinds of customers you have: the emergency that needs you now, and the scheduled job comparing options.
- Campaigns by service line & intent
- Geo structure & radius targeting
- Negative keyword protection
- Call-only campaigns & call tracking
- Seasonal budget planning
Google Business Profile (GBP)
For the local map pack, your Business Profile is your homepage. Rankings there run on relevance, proximity, and reviews, and every one of those can be worked on deliberately.
- Profile optimization: categories, services, photos
- Review generation strategy
- Local pack ranking improvement
- Posts & Q&A management
- Citation & NAP consistency
Meta
Nobody searches for a new roof every week. Meta keeps your name in the neighborhood between the moments of need, so you are the company they think of when the moment comes.
- Local awareness campaigns
- Seasonal offers & promotions
- Retargeting site visitors
- Lead forms for scheduled services
CRO: Conversion Rate Optimization
In home services the conversion is usually a phone call from a phone screen. We optimize everything between the click and the booked job, including the part most agencies never check: whether the call gets answered.
- Landing pages built for emergency intent
- Click-to-call & sticky mobile CTAs
- Booking flow optimization
- Speed-to-lead & answer-rate auditing
- Call tracking & recording analysis
Three things have to work together. Get all three right and the calendar stays full.
Most local marketing problems are framework problems. Every underperforming account we audit breaks down in one of three places.
Audience
Show up at the moment of need.
For home services, audience means intent plus geography: the right service, the right zip codes, at the exact moment someone searches. LSAs and Search capture the burst pipe and the broken AC. Your Business Profile wins the homeowner comparing three companies in the map pack. Get both right and the phone rings with the calls you actually want.
Conversion
Turn the call into a booked job.
Most home services conversions happen on a phone screen within minutes of the search. Pages that load fast, a phone number that is impossible to miss, a booking path with no friction. Then the step almost nobody audits: answer rates. A missed call in this industry is a job your competitor booked, so we track calls all the way to the calendar.
Signal
Optimize toward booked revenue.
Calls are the currency of home services, so our preferred signal source is CallRail: which calls became booked jobs, and what every job was worth. We feed that back to Google, alongside data from your field software, so LSAs and Ads optimize toward revenue instead of raw call volume. That loop is what separates the companies with full routes from the ones riding the season.
Audience. Conversion. Signal. That's the full loop, and it's what we build for every client we work with.
A marketing partner who picks up the phone too.
Kim and Matt bring nearly 30 years of combined experience running paid media and growth strategy, including years of hands-on work with local and home services businesses where the unit economics live and die on cost per booked job. That experience shows up in how we structure your account, what we prioritize, and what we tell you the moment something needs to change.
We work with a selective roster of clients, because doing this well requires genuine attention, and every account we take on gets ours. When you work with daylyte, you're working with us directly. We do weekly check-ins, send performance updates proactively, and call you the moment something needs your attention.
And because it matters to us personally: 1% of our profits go to CHOC Children's Hospital. It's simply who we are.
30 minutes. We'll pull up your account together and show you exactly what we'd focus on first.
Questions we get from home services companies.
What are Local Services Ads, and why do they matter so much?
LSAs sit above everything else on the page, carry the Google Guaranteed badge, and charge you per lead instead of per click. Rankings are driven by your reviews, responsiveness, and profile quality, which means they can be deliberately improved. And when a junk lead comes through, we dispute it so you don't pay. Most home services accounts we audit have LSAs running on autopilot, which means most of our clients see quick wins here.
We get most of our work from referrals. Why add paid?
Referrals are the best leads you'll ever get, and they don't scale on demand. Paid fills the calendar between them: it smooths out seasonality, keeps crews busy during slow months, and gives you a growth lever you control. The goal is referrals plus a pipeline you can turn up when you need it.
How is this different from Angi, Thumbtack, or HomeAdvisor?
Those platforms sell the same lead to you and your competitors, and the customer relationship belongs to them. LSAs, Google Ads, and your Business Profile build a pipeline that is exclusively yours: your brand, your reviews, your leads. It usually costs less per booked job too, once the accounts are dialed in.
How fast will the phone ring?
LSAs can produce leads within the first week or two once your profile clears screening. Search campaigns follow shortly after. Business Profile work compounds over months rather than days, which is exactly why it's worth starting now. We set expectations by service line and season before we launch anything.
What does the free audit include for a home services company?
We pull up your accounts together, live on the call. We look at your LSA profile and dispute history, your search terms report, where your Business Profile actually ranks in the map pack, and whether your call tracking tells you what happens after the phone rings. You leave with a prioritized list of what we'd fix first, and it's yours to keep either way.
What does working with daylyte look like day to day?
You'll have direct access to Kim and Matt. We do weekly check-ins, send performance updates before you have to ask, and reach out the moment something in your account needs attention. We keep our client roster intentionally small so every account gets real focus. When something needs a change of course, you hear it from us first, along with exactly what we're doing about it.
Real findings with real experts
Ready for a calendar that stays full year-round?
30 minutes. We'll pull up your accounts together, show you what we see, and tell you exactly what we'd focus on first.