01 · Offer choice
Start with job economics, not channel preference.
A campaign can produce activity and still be a bad business decision. Before choosing Meta, Google Ads, or local SEO, define the work the business wants, the work it can deliver, and the distance it can serve profitably.
Pick one job type. “Exterior cleaning” is usually too broad for a first test.
Name the cities or ZIP codes the crew can reach without erasing margin in drive time.
Set the weekly ceiling. Demand beyond real crew capacity creates a response problem, not growth.
Record average collected revenue, direct job cost, close rate, and the acquisition cost the margin can support.
02 · Message and proof
Show the surface, the process, and the boundary.
Exterior cleaning is visual, but a before-and-after image alone does not answer every buyer concern. Strong pressure washing marketing connects the visible change to a credible process.
- Name the surface. Roof, stucco, concrete, screen enclosure, or pavers—not a generic “property.”
- Explain the method. Use the contractor’s verified process and avoid unsupported safety or damage-prevention claims.
- Use real work. Project media, reviews, insurance, and service details need permission and verification. Concepts stay labeled as concepts.
- Set the next step. Ask for the details needed to decide fit instead of promising an instant price when the work requires inspection.
03 · Channel roles
Use each channel for the job it can do.
Local search
Captures existing demand. Build one useful page per real service, keep Google Business Profile facts accurate, and earn reviews through completed work—not incentives or fake accounts.
Paid search
Reaches people actively looking now. It needs tight service and territory controls, conversion tracking, negative-keyword management, and an economics ceiling.
Meta
Creates demand with a visual problem-and-outcome story. Qualification matters because the person did not necessarily begin with an active service search.
Referral and follow-up
Turns completed jobs, open estimates, and missed calls into another source of demand. Consent and stop signals stay visible.
04 · Lead path
A lead is not useful until somebody owns the response.
Decide the handoff before the campaign starts. Collect only the fields that change the decision: service, property location, surface or project details, timing, and a valid contact route. Send an immediate acknowledgment, alert the contractor, and aim for the first human call within five minutes when the business is open.
Appointment setting is not included in Lerrow’s first-phase pilot. The contractor owns calls, estimates, sales, and service. Lerrow’s pilot provides capture, qualification, alerts, a response playbook, and measurement.
05 · Scorecard
Count the handoffs that explain profit.
- Valid lead
- A real person in the chosen territory asking about the chosen service.
- Contact speed
- Time from lead creation to the first human attempt.
- Qualified
- The job fits service, territory, timing, capacity, and minimum value.
- Estimate
- An estimate was scheduled or delivered—not merely discussed.
- Customer
- The work was sold and its collected revenue was recorded.
- Acquisition cost
- Media plus Lerrow fees divided by acquired customers, reviewed against gross margin.
No channel, lead volume, customer count, revenue, ranking, or return is guaranteed. The point of a focused test is to create evidence strong enough to continue, revise, or stop.