01
Strategy
Set the growth plan that ties to revenue: service mix, market expansion, pricing on calls and memberships, and channel mix across SEO, LSAs, paid, and GBP.
10 years in Home Services · 2M Leads Generated · $100M+ Revenue Generated
Fractional CMO for Home Services Businesses.
I help home services operators get a real marketing leader without hiring a $250K full-time CMO. Embedded in your stack, accountable to one number: booked jobs.
HVAC Plumbing Pest Control Electrical Roofing Window Cleaning Painting Landscaping Cleaning Garage Doors Solar Pressure Washing Junk Removal
How I Help
Most home services operators get strategy from a consultant, execution from an agency, and no one owning the result. I do all four.
02
Leadership
Lead your marketing function and the vendors plugged into it: SEO, PPC, listings, and your CSRs. Get them aligned to one number, booked jobs.
03
Execution
Get hands-on. Audit GBPs, fix LSA setup, kill Google Ads waste, tighten service pages, and ship the reporting your team actually uses.
04
Accountability
Own the number. Report weekly on booked jobs, cost per booked job, call-to-booked rate, and revenue tied to the CRM, not the ad platform.
Why Me
Senior marketing leadership and expert execution for home services operators who need a CMO but aren't ready to hire one full-time. Here's what you get when I fill that role.
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I've actually run home services growth.
10 years embedded in HVAC, plumbing, pest, electrical, and roofing. I'm not a generalist consultant learning the industry on your dime.
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I scale revenue, not vanity metrics.
$100M+ in revenue and 2M+ leads generated. I measure CAC, LTV, and booked jobs, not impressions or click-through rates.
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I work directly on the account.
No account managers, no handoffs, no junior team running your strategy. You get the operator who owns the outcome on every call.
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I cover the full funnel.
Marketing, lead intake, speed-to-lead, sales handoff, and reporting. I look for where leads are leaking before adding more spend.
Want to talk through your growth gaps?
Who I Work With
Three types of operators I work best with. If you're not one of them, I'm probably not the right fit.
$1M – $5M
Owner-operators
You run the business. You're past $1M, you know marketing is the bottleneck, and you're not ready to hire a full-time CMO. I give you the leadership and execution of one without the salary.
$5M – $30M
Management teams at scaling brands
You've outgrown the owner-operator stage. You have a CEO, COO, and CFO, but no CMO yet. I step in as the marketing leader, build the function, and report against the number.
Augmenting Marketing Teams
In-house marketing teams
Your marketing director or VP is stretched thin. I work alongside them, sharpen the strategy, and take execution off their plate so they ship faster.
PE & Operating Partners
PE-backed rollups
You're the operating partner with multiple portcos. I stand up consistent marketing leadership across the platform, kill vendor sprawl, and report marketing back to you weekly.
Services I Offer
The work itself — across lead generation, systems, and leadership. Engaged à la carte or as a full-stack growth program.
SEO & GBP
Climb local pack rankings, win the Google Business Profile, and build durable organic traffic. Technical SEO, content, and review velocity.
PPC & LSAs
Google Ads, Local Service Ads, and paid social. Set up, optimize, and track every dollar spent against booked jobs.
Website & Conversion
Tighten the site that converts your traffic: speed, copy, lead capture, and mobile UX so visitors turn into calls.
Lead Operations
I listen to calls, audit forms, and tighten speed-to-lead, intake scripts, and sales handoff so more leads turn into jobs.
Systems & Reporting
CRM workflows, lead attribution, and operator dashboards. Make growth measurable instead of vibes-based.
AI Enablement
Practical AI across marketing, sales, and ops: copy, analysis, internal tooling, and workflow automation.
Need embedded leadership instead of another outsourced agency?
Let's talk
Recent Wins
Examples of how I help operators lower acquisition costs, improve lead flow, and build stronger growth systems.
HVAC · 6 Months
Drove 200–300% more calls from organic.
Rebuilt the site around conversion and rolled out programmatic geo pages to turn dead SEO into booked jobs.
+200–300%
Organic Calls
100%
Pages Indexed
Google Ads · 6–8 Months
Took ROAS from sub-1.0 to 2.0x.
Closed the revenue feedback loop and rebuilt campaign structure so a money-losing account became a profitable growth channel.
2.0x
ROAS
$30K/mo
Profitable Spend
Multi-Site M&A · 12 Months
Grew leads 500%+ across merged sites.
Acquired and consolidated 5–10 domains into one platform with zero traffic loss and modern, converting templates.
+500%
Lead Growth
5–10
Domains Merged
My Process
How To Work Together
I work best with home services operators serious about growth. That usually means you're past $1M in revenue and aiming for $30M+, or you're a PE-backed platform building a real marketing function. If that's you, start with the call.
Step 01
Discovery Call
A free 30-minute call. Where you are now, where you want to go, and what's getting in the way.
Step 02
Brand & Channel Audit
I dig into your brand, SEO, PPC, website, GBP, LSAs, and lead flow. You get a clear read on what's working, what's broken, and where the leverage is.
Step 03
Proposal
Scope, retainer, timeline, and a 90-day plan. Clear deliverables and the number we'll be measured against.
Step 04
Kickoff
I embed in your stack: Slack, ServiceTitan or Jobber, GA, Ads platforms, CRM. Weekly cadence with the team. Work starts day one.
Ready to start with a discovery call?
Let's talk
Some Words From My Clients
This is what my clients say when I ask them why they work with me.
Shane came in, got up to speed fast, and immediately improved our lead flow and conversions. Our CAC dropped 31% in 60 days.
Marc L.
Roofing
He doesn't advise. He owns it. Our Google presence, ads, and intake process are way better today than they were day one.
William P.
Pest Control
Shane helped us build the systems and team we needed to scale across multiple markets without chaos.
Brian R.
Junk Removal
$100M+
Revenue generated
2M+
Leads driven
13+
Industries served
10 yrs
In home services