Choose a partner that can win local search, run Google Local Services Ads and search ads, get every call answered fast, and report cost per booked job. Commerce Media Group fits contractors who want the website, ads, follow-up and CRM run by one team. A freelancer fits better if you only need your Google Business Profile kept current.
What trades businesses need from a marketing partner
| Criterion | Why it matters here | What to ask |
|---|---|---|
| Local search and Google Business Profile | Your Business Profile is how you appear in Google Maps and local results, and Google can suspend profiles that break its guidelines. | Who manages our Business Profile, and how do you follow Google's rules for service-area businesses? |
| Local Services Ads know-how | Local Services Ads charge for leads rather than clicks, and every business must pass Google's screening and verification. | Should we run Local Services Ads, search ads or both, and why? |
| Speed to lead | A homeowner with a broken furnace or a leaking pipe may call whoever answers first. | How are calls and form leads routed to us, and how fast? |
| Tracks booked jobs, not just calls | A call is not a job: spam, wrong numbers and out-of-area requests count as calls too. | How will you tie leads to booked jobs and revenue? |
| Plans for the seasons | Demand for heating, cooling, roofing, landscaping and snow removal shifts through the year. | How will budgets and messages change from season to season? |
| Respects your service area | Leads from outside the area you serve cost money and waste your team's time. | How will you keep ads inside the areas we serve? |
Options compared by type
Compared by type of partner, not by named competitor. Commerce Media Group is one of the options; we sell the services this guide describes.
| Option | What you get | Typical trade-offs | Best for |
|---|---|---|---|
| In-house hire | A marketer who knows your crews, services and service area. | It is hard for one hire to cover ads, the website, SEO and design, and you manage and train them. | Larger contractors with several crews and steady marketing work. |
| Freelancer | A specialist for one task, such as your Business Profile or search ads. | Limited capacity, and you coordinate several freelancers if you need more than one skill. | A contractor who needs one channel handled. |
| Generalist agency | A broad team that works across many industries. | May need time to learn how contractors book jobs, price work and handle seasonal swings. | Contractors who also need services outside digital marketing. |
| Specialist agency | A team that works only with contractors or home services. | Check whether the work covers one channel or the full path from search to booked job. | Contractors who want a trades-only partner. |
| Commerce Media Group | One team for the website and SEO, paid media on Meta, Google, LinkedIn and TikTok, lead generation and CRM, reviewed weekly against cost per lead and return on ad spend. | A small team you work with directly. Media covers digital channels, not TV, radio or print. No fixed number of leads is guaranteed. | Contractors who want the website, local search, ads and follow-up run as one system. |
When Commerce Media Group fits
When Commerce Media Group is a good fit
- You want your website, local search, paid ads, follow-up and CRM handled by one team.
- You judge marketing by booked jobs and revenue, not calls or clicks alone.
- You run more than one service line or serve several towns and want each one tracked.
- You serve customers in the United States or Canada.
When another option is better
- You only need your Google Business Profile kept current. A freelancer can cover that.
- You mainly need truck wraps, yard signs, radio or print.
- You are already booked solid and cannot take more work. Fix capacity before buying leads.
- You want someone in your office every day. An in-house hire fits that better.
Industry considerations
Ad rules and policies that shape trades marketing, each linked to the official page. Policies change, so check the source before you rely on it. This is not legal advice.
Google Local Services Ads
Local Services Ads deliver leads as phone calls and messages, and you pay for leads rather than clicks. Businesses go through Google's screening process to earn the Google Verified badge, and Local Services Ads are offered in select regions and service categories.
Source: Getting started with Local Services Ads, Google Local Services Help
Local Services Ads in Canada
In Canada, every business must pass Google's screening and verification, which includes checks on business registration and identity. Eligible home services include HVAC, plumbers, electricians, roofing, landscapers, pest control, garage door, locksmith and tree services, among others.
Source: Local Services Ads (Canada), Google
Google Business Profile for service-area businesses
Google's guidelines say a service-area business should have one profile for its central office or location with a designated service area, and should hide its address from customers. Adding unnecessary information to the business name is not permitted and can lead to suspension.
Source: Guidelines for representing your business on Google, Google Business Profile Help