HomeField Demand
Create Demand.
Turn paid attention into qualified homeowner opportunities.
You don't want ad management. You want a reliable way to turn marketing dollars into estimates on the calendar. HomeField Demand owns the whole distance between ad spend and a qualified homeowner.
The Demand Conversion System
Most paid campaigns don't fail at the ad.
They fail in the gaps around it. The offer was uninteresting. The traffic landed on a generic homepage. The lead form asked for nothing useful. The lead sat for six hours before anyone called, by which point the homeowner had already booked someone else.
Managing the ad account is maybe a third of the job. The rest is everything between a homeowner's attention and a booked estimate, which is where campaign economics are actually won or lost.
What you should get out of it
- A tested offer your target homeowner actually responds to
- Creative that keeps working because it keeps being replaced
- A conversion path built for the specific service, not your homepage
- Leads that are qualified before they reach your sales process
- Follow-up that happens in minutes, automatically
- Reporting that runs from ad spend through to booked revenue
The Demand Conversion System
Six components, built as one system. Weak links anywhere show up as a bad cost per job everywhere.
Offer Engineering
Great advertising can't rescue a dull proposition
Before any campaign launches, we work out what will actually cause your target homeowner to raise a hand: an inspection, an assessment, a specific problem-based offer, a quiz, a financing option, a seasonal proposition. Different trades need genuinely different answers.
Creative Engine
Creative is a process, not a deliverable
Before-and-after, project transformations, homeowner education, owner videos, testimonials, customer stories, UGC-style content. Meta performance now depends on continuously finding what works, so production is part of the product rather than a one-time setup task.
Conversion Funnel
Never send paid traffic to a homepage
Depending on the service, the right path might be a Meta lead form, a landing page, a quiz, an appointment form, or a qualification flow. We build the one that fits the offer and the job, then keep testing it.
Lead Qualification
Protect your sales team's time
Not every lead is worth a truck roll. We build qualification into the flow so the homeowners reaching your team are in territory, in scope, and plausibly in budget.
Speed to Lead
A six-hour response destroys the economics
Instant SMS, email, CRM routing, client notifications, automated follow-up, appointment scheduling, and lost-lead reactivation. This single component moves close rate more than most creative testing does.
Revenue Feedback Loop
Teach the platform what a good lead looks like
Meta optimizes toward what it can observe. Where tracking and your systems permit, we feed downstream outcomes back into the campaign so it learns toward sold jobs rather than cheap form fills.
We don't take every advertiser.
Paid acquisition only works when the underlying business economics can support it. If your average job value, margin, and close rate can't carry a cost per acquisition in your market, no amount of campaign management fixes that, and we would rather say so at the start.
What we look at before launching
- Average transaction value and gross margin
- Close rate and sales process
- Service geography and territory
- Current capacity for additional work
- Reputation and review profile
- Speed-to-lead capability today
What's included
- Offer strategy and testing
- Meta campaign build and management
- Continuous creative development and testing
- Landing pages, lead forms, and funnels
- Lead qualification logic
- Speed-to-lead automation and routing
- CRM integration and notifications
- Lost-lead reactivation sequences
- Conversion tracking and attribution setup
- Reporting from spend through to booked work
Advertising spend is paid directly to the platform and is separate from HomeField fees.
Basement Waterproofing6 Months
$61,000
Booked revenue attributable to campaigns
- Qualified leads 46
- Booked inspections 18
- Closed projects 6
- Attributable ROAS 3.4x
The fix wasn't the creative. It was the first five minutes.
A waterproofing company running Meta ads with a generic "contact us" offer and a lead list nobody worked until the end of the day. Cost per lead looked fine. Cost per job was indefensible.
We rebuilt the offer around a free inspection tied to a specific homeowner problem, replaced the homepage traffic with a purpose-built qualification flow, and wired same-minute SMS follow-up into their CRM. Over six months: 46 qualified leads, 18 booked inspections, six closed projects, and $61,000 in booked revenue at a 3.4x attributable return on ad spend.
We were getting leads before. We just weren't getting to them fast enough and nobody had told us that was the problem. The texting setup alone changed our numbers.
HomeField Demand questions.
How much ad spend do I need?
It depends on your market, service, and average job value. A waterproofing company in a metro area and a painting company in a small territory need very different budgets to gather meaningful data. We will model a realistic range against your job economics during the assessment rather than quoting a number that fits everyone.
Do you guarantee a return on ad spend?
No. Return depends partly on your sales process, response time, and capacity, which are outside our control. We use guarantees around what we do control, such as launch timelines and agreed qualified-lead economics, and we're upfront when early results suggest the channel isn't right for your business.
How quickly do campaigns produce data?
Usually within the first few weeks. Early data is for learning what converts rather than judging the channel. We look for a stable read before drawing conclusions, and we say when we don't have one yet.
Do you work in Google Ads and LSAs too?
HomeField Demand is currently centered on Meta, which is where the creative-driven demand creation we're built around performs best for home services. Search advertising sits closer to HomeField Local's territory, and we'll tell you honestly when that's the better fit for your budget.
What if my CRM is a spreadsheet?
That's workable, but speed to lead and attribution both get harder. We'll set up what we can and be clear about which parts of the reporting chain your current systems can and can't support.
We start with your actual market.
Not a generic sales deck. The Growth Assessment looks at your service area, competition, job economics, and where demand is going unclaimed, then tells you where the opportunity is.
- Service area and territory review
- Competitive visibility in your towns
- Average job value and acquisition economics
- Local community demand signal
- A recommended starting point, with reasoning