For years, broad match was the black sheep of Google Ads. It cast too wide of a net, catching irrelevant terms, competitor names, and vague searches that led to wasted spend and high CPAs. Many advertisers, myself included, avoided it altogether or relegated it to test campaigns with extremely tight negative keyword lists. But lately,…
Client: HVAC & Refrigeration Contractor Service Area: Delaware, Philadelphia, Chester County, and surrounding regions Campaign Period: June 1 – July 30, 2025 Account Type: Newly structured Google Ads account launched by Rooks Advertising Background The client, an established HVAC & refrigeration contractor, needed to increase their volume of qualified inbound leads. They were servicing commercial…
In today’s fast-paced digital world, small businesses face a significant challenge: staying visible and relevant everywhere customers spend their time, without stretching the budget too thin. That’s where omni-channel marketing comes in. If your business is active on social media, runs Google ads, has a website, sends emails, or prints flyers — congrats, you’re already in the multi-channel…
In today’s rapidly evolving digital landscape, harnessing advanced technology is no longer optional—it’s essential. Google recently unveiled its new AI-powered tool, “AI Max for Search campaigns,” designed to revolutionize how businesses attract customers through Google Ads. For home service businesses, from plumbing and HVAC to landscaping and electrical services, understanding and adopting this innovation can…
Location: Florida Date Range: April 25 to June 4, 2025 Context and Market Conditions Despite these market pressures, our client’s average campaign CPL came in at ~$71, slightly beating both the general Home Services benchmark within the first month and a half of serving, even when factoring in the upward trend of CPL inflation. Challenge…
In the crowded HVAC, plumbing, and electrical services market, it’s important to stand out. It’s not only about having the lowest price. It’s also not just about being the fastest to respond. It’s about building trust, consistency, and emotional connection with your audience. That’s where home services branding becomes a game-changer. A strong brand isn’t just a logo…
One of the most common questions I hear is, “How can I get more engagement on social media?” While engagement is a key metric, the real intent behind this question is usually, “How can my business leverage social media to grow my brand and increase profits?” Before diving into strategies, it’s important to recognize that…
Why Voice Search Optimization Matters for Home Services Marketing? “Hey Siri, find an HVAC company near me.”“Alexa, who offers emergency plumbing services?” Every day, millions of people use voice search to find local services. According to BrightLocal, 58% of consumers have used voice search to find local business information, and this number keeps growing. If…
Why Social Media Engagement Matter for Home Service Businesses? In today’s digital world, homeowners rely on social media to find trusted home service providers. Whether it’s an HVAC company offering seasonal maintenance tips or a plumber showcasing a successful repair, businesses that prioritize social media engagement build stronger relationships and attract more leads. But how…
Deciding whether to hire an advertising agency or manage your marketing in-house is a crucial decision for businesses looking to thrive in today’s competitive market. In this blog post, we will explore the benefits of working with an advertising agency versus trying to handle marketing on your own, while also considering the costs involved. The…
Why Branding Matters for Small Businesses Branding is more than just a logo or tagline; it’s the personality and promise your business conveys to customers. For small businesses, especially home services like HVAC, plumbing, or electrical companies, strong branding is essential to stand out in a competitive market dominated by industry giants. By creating a…
Understanding the November 2024 Algorithm Update The November algorithm update (2024) from Google focuses on refining search results to emphasize high-quality, relevant, and user-focused content. This update prioritizes expertise, trust, and engagement metrics such as bounce rates and time on page, while penalizing outdated practices like keyword stuffing. Mobile usability, page speed, and authentic storytelling…
