There is no single right number, but spend should be tied to cost per booked job, not cost per lead. A solid website and ongoing SEO can run a few hundred dollars a month, while ads and lead platforms scale with how many inspections your crews can handle.
Start with capacity. How many jobs can your crews install each month, and how many inspections does it take to book one? Work backward from there. If you close a certain share of inspections and each job has a known average value, you can decide what you can afford to pay for an inspection and still be profitable. That turns marketing from a guess into a budget. Seasonality matters too. Dry spells and wet seasons both bring movement and calls, so plan to spend more when demand rises and less when crews are already booked out.
Break spend into layers. The foundation is a fast website, a well run Google Business Profile and steady SEO and AI search work. That layer is relatively inexpensive and compounds over time. Our team charges $750 for the site and $399 a month for ongoing work. Paid ads and lead platforms sit on top and can be turned up or down depending on your schedule and season. Keeping the base layer steady through slow months matters, because SEO and content take time to build and lose ground when they are switched on and off.
Track every source. Use call tracking numbers on ads and lead platforms, and ask every caller how they found you. Review booked jobs by source each month. Many companies discover that one channel produces lots of tire kickers while another produces fewer but better calls. Move money toward whatever books profitable jobs, and cut what only produces activity. This also helps you push back on any vendor, including us, that reports activity without showing booked work. The numbers should tell you where each dollar is going.
Send the site over. We will tell you what is broken, what you could rank for, and whether AI search knows you exist. No charge and no pitch deck.
