Hey Blue Collar Boss,
Before we jump straight into new goals, new budgets, and new plans, we want to pause for a moment and say this clearly.
Happy New Year.
2025 was not an easy year for home service marketing.
Competition got tighter. Ad costs moved faster than most people expected. Weather events created chaos in some markets and huge opportunity in others.
And yet, it turned out to be one of our strongest years to date.
Not because of flashy tactics or gimmicks, but because of disciplined execution, fast decisions, and business owners who trusted the process when timing mattered most.
Here are a few wins from the past year that stand out.
A few highlights from 2025
• HVAC calls around $20 during peak heat
During the summer heat bubble and again in the early October 2025 heatwave in Michigan, we consistently generated qualified HVAC calls at roughly $20 per call. This was during high demand, aggressive competition, and rising costs across most accounts. Smart budget pacing and tight intent targeting made the difference.
During the summer heat bubble and again in the early October 2025 heatwave in Michigan, we consistently generated qualified HVAC calls at roughly $20 per call. This was during high demand, aggressive competition, and rising costs across most accounts. Smart budget pacing and tight intent targeting made the difference.
• 12x ROI for a plumbing company in October
One plumbing business closed out October 2025 with $635,000 in tracked revenue on roughly $50,000 per month in ad spend. That is a clean 12x return. No inflated numbers, no creative math. Just booked jobs tied directly back to spend.
One plumbing business closed out October 2025 with $635,000 in tracked revenue on roughly $50,000 per month in ad spend. That is a clean 12x return. No inflated numbers, no creative math. Just booked jobs tied directly back to spend.
• $200 water damage leads after Texas flooding
Flooding across parts of Texas in July 2025 created a surge window that closed quickly. Because campaigns were ready and decisions were made quickly, we generated water-damage leads at around $200 each while demand was at its peak. Speed mattered here. Preparation mattered even more.
Flooding across parts of Texas in July 2025 created a surge window that closed quickly. Because campaigns were ready and decisions were made quickly, we generated water-damage leads at around $200 each while demand was at its peak. Speed mattered here. Preparation mattered even more.
• 38 percent more booked estimates for a roofing company
For a multi-location roofing business, combining Local Service Ads with tightly controlled search campaigns led to a 38 percent increase in booked estimates year over year, without increasing total spend. The mix mattered more than any single channel.
For a multi-location roofing business, combining Local Service Ads with tightly controlled search campaigns led to a 38 percent increase in booked estimates year over year, without increasing total spend. The mix mattered more than any single channel.
• 27 percent lower costs with higher job value for a long-term HVAC partner
One HVAC partner finished the year with cost per qualified call down 27 percent compared to 2024, while average job value increased. Same market. Same competition. Better structure and better follow through.
One HVAC partner finished the year with cost per qualified call down 27 percent compared to 2024, while average job value increased. Same market. Same competition. Better structure and better follow through.
None of this happens in isolation.
It happens because owners stay engaged, communication stays tight, and adjustments are made early, before small issues turn into expensive problems.
As we move into the new year, our focus stays the same.
• Protect efficiency when demand spikes
• Move fast when the market shifts
• Never lose sight of what matters most, booked jobs and real revenue
• Move fast when the market shifts
• Never lose sight of what matters most, booked jobs and real revenue
Thank you for trusting us with your marketing, your reputation, and your growth.
Here’s to a strong start and an even stronger year ahead.
Avi | Founder True Blue Collar Marketing
Talk to you next week,