The home services marketing agency that counts every call.
BigSquare grows home service brands. We run local search, ads, and websites for HVAC, plumbing, roofing, and the other trades, with a budget and a report for every territory. Every call, lead, and dollar shows up in Obsidion, our client portal.
HVAC Plumbing Roofing Restoration
The Industry
Home services marketing is won locally.
A home services company lives on calls. Somebody's water heater breaks, they search, and they call whoever looks real and picks up. Most of that decision happens on Google in about a minute.
So the work is local. Rankings, reviews, and ads have to win in each territory you serve, not on average. A lead in the wrong ZIP code costs you twice: the ad spend and the drive.
Most agencies treat the trades like any other local business. They set a budget in January and report one blended number all year. By the time it looks wrong, the busy season is over and the quiet branch stayed quiet. The plan has to move faster than that.
- [01]
The map decides who gets the call
Most calls start in the map results. Listings, reviews, and location pages decide whether you show up there. We treat the map as its own campaign, per territory. Win the map in a territory and the calls follow.
- [02]
Season and weather move the budget
Storm season, cold snaps, and heat waves change what people search for overnight. Budgets have to move with the weather, not sit in a plan from January. We watch the demand, not the calendar.
- [03]
Reviews are the sales team
Before anyone calls, they read. A steady stream of real reviews at every location beats a clever ad. We build the review ask into how your team already works. The trucks earn the reviews. We make sure they get asked for and answered.
- [04]
Every truck is a territory
Your service area is a set of territories, each with its own demand and its own competition. We plan and report by territory, so you see where calls come from and where they do not. That map is also how you decide where the next branch goes.
Who We Work With
Built for the trades at scale.
Multi-location operators
You run several branches under one name. We run each branch's local presence, with its own budget and its own report.
Home service franchises
You are a franchise brand in the trades. We keep the brand on standard while every unit wins its own market.
Regional brands
You own one strong market and want the next one. We build the playbook where you are, then carry it to each new territory.
What We Run
The work that makes the phone ring.
The System
Every territory, fully covered.
Every square is a territory. Each one gets its own pages, its own Local Services Ads, its own reviews, and its own report. Try a few. The readout stays the same, because every territory runs the whole playbook, and a new branch gets its own square the week it opens.
Trades
The playbook holds across the trades, because calls, reviews, and territories work the same way in each one. More of the work we run:
Win the minute that matters
Most home service customers decide in one search session. The winner shows up three times on that screen: in the Local Services Ads at the top, in the map results under them, and in the organic listings below. We build for all three at once, in every territory, because the company that owns that screen owns the week.
Then the page has to close. A homeowner with a burst pipe does not read a brochure. They want a number to tap, a real review count, and proof you serve their street. Our pages are built around that minute.
Budgets that follow the season
Demand in the trades is not steady. Heat waves fill HVAC schedules, storms fill roofing ones, and January fills nobody's. We plan the year around your seasons, then move budgets weekly as the searches move.
The same goes for territories. When one branch is booked out and another is quiet, spend shifts to the quiet one. The plan serves the schedule, not the other way around. When a storm hits, the plan for that week changes that day.
Reviews, every single week
Review growth is not a campaign. It is a habit. The ask goes out when the job closes, the response goes up when the review lands, and every location's profile stays alive. We build that loop into how your team already works, then keep it running.
It pays twice. Reviews convince the next customer, and they power the map rankings and Local Services Ads that bring that customer in. Quiet compounding is the point, and it belongs to the companies that never skip a week.
Reports built for the morning huddle
Obsidion is our client portal, and every territory gets its own page in it: the calls, where they came from, what they cost, and what got booked. No spreadsheet stitching, no waiting for a monthly deck.
That is the number your managers actually need at the morning huddle. Which territories rang yesterday, which did not, and what we are changing about it. When a number looks off, the note beside it says what we are doing next.
The Plan
The first 90 days, on the calendar.
Get set up
Ten days from the first call to a plan per territory, not a binder.
- Kickoff call with your team
- Full audit of your site, search, ads, and tracking
- Your Obsidion portal login
- Location list, budgets, and goals locked
Launch
Ads and listings go live with call tracking already counting.
- Tracking fixed so every lead is counted
- First campaigns live, search, social, or both, based on your goals
- Weekly check-in starts
- Creative round one delivered
Scale
Budgets follow the calls, and quiet territories get their own fix.
- First landing page and ad tests go live
- Cut what is not working, put more into what is
- Add channels as the numbers support it
- Location-by-location review
Ninety days in, you will know what every territory spent and what it booked.
- No long contracts, month to month.
- Your accounts and your site stay yours.
- A report per territory, not one blended number.
FAQ
Home services questions, straight answers.
Ready to grow your brand?
Book a call. We will look at your numbers together and tell you exactly what we would do first.