What did your marketing book last month?
Not leads. Not clicks. Booked jobs, by source, pulled from your own job software. ContractorCMO is the Chief Marketing Officer for shops too big to wing it and too small for the full-time hire. We tie every dollar to the jobs it booked, find the waste, and tell you what to keep, cut and add. We grade it or we run it. Same scorecard either way.
For residential HVAC, plumbing, electrical, roofing, painting, garage door and pest control companies doing $1M a year or more.
| Phone call, 10:30 am | Answered live | 9 s |
| Web form | Auto-reply only | no person |
| Phone call, 7:15 pm | Voicemail, called back | 13 h 25 min |
| Text to main number | No reply | no person |
| Person replied | 1 h 32 min |
It starts with a test that costs you nothing
Five inquiries over two days, timed to the second, scored the same way for every shop we test.
We call your shop the way a homeowner would, during hours and after close. We text. We email. We fill out the form on your website. When someone tries to book us, we say we need to check with a spouse. Then we watch who follows up.
Every reply is clocked. Speed is scored on fixed bands: under five minutes, under fifteen, under an hour, under four, never. Every human reply is scored on seven things, including whether they asked what the job was, offered a time, and tried again when we went quiet. Speed is 60% of the grade, quality is 40%, and you get a letter.
You can't run this on yourself. Your office knows your voice, and nobody counts their own missed calls. Nobody at your shop has to set anything up, and most owners have never seen this about their own company.
- Tue 10:30business hoursWe call the number on your Google listing. How many seconds to a person, and did they try to book?
- Tue 2:00afternoonWe fill out your website form and email the address on your site. The clock starts.
- Tue 7:15after hoursWe call again. Who answers after close, and does a missed call get a text back?
- Wed 12:30next dayWe text your main number. Your listing says it takes texts. Does anyone see them?
- Wed to Thuthe watchWe tell whoever reached us we need to check with a spouse. Then we see who follows up.
The leak is usually after the phone rings
- 67%of home service operators can't tie marketing spend to revenue.Scorpion survey of 944 operators, 2026
- 42%of inbound calls get booked at the average shop. Shops that get coached on it book 70%.ServiceTitan data, 2022
- 20secis how long Google gives you. Since October 1, 2026, business-hours Local Services Ads calls that ring past 20 seconds unanswered are still billed to you.Google LSA policy change, reported by PPC Land
Your agency's report shows leads. It doesn't show what happened to them, or what any of it cost per job. That's the gap we close, and the phone is only the first place we look.
Your vendors each grade themselves. We don't.
A shop your size has three to five vendors, each reporting on its own work, and nobody in the building whose job is to add it up. That's the seat we fill. Speed to lead is where we start because it's the fastest thing to measure. The rest of the job looks like this.
Tie every dollar to a booked job
Every call, form and click lands with its source. Your job software reports what got booked, sold and paid. We match the two. Cost per booked job, by vendor, by channel, every week. Not leads. Jobs.
Find the waste
Search terms that never booked. LSA leads nobody rated, so Google keeps sending the same kind. Conversion tags that stopped firing in March. The SEO retainer that produced four jobs last quarter. We show you the line items and what each one cost per job.
Feed your real job values back to the ad platforms
Google and Meta bid on what they can see. If all they see is form fills, they chase cheap form fills. We send sold and completed jobs, with dollar values, back as offline conversions so the bidding chases the jobs that pay.
Recover the estimates you already paid for
Open estimates sit in your job software with nobody chasing them. We set the follow-up triggers, your office makes the calls, and we grade the result. These are jobs you already spent the marketing money to get.
Bring past customers back
A past customer returns $8 to $12 per marketing dollar; a new one returns $3 to $4. Most shops spend almost nothing on the first group. We build the reactivation calendar around your seasons and measure it like everything else.
Find your next lead source before you need it
If Google and Meta are your whole lead flow, you're renting your pipeline from two landlords, and the rent only goes one direction. We look at what fits your shop and your market: email to your own customer list, direct mail by neighborhood, video, organic social, referral programs. We tell you where to go, who should build it, and we grade it like everything else.
Grade your front desk, not just your vendors
The best ad in the world dies on an unanswered phone. Calls answered, calls booked, time to first reply, after-hours coverage. Your office gets the same scorecard the vendors do, because that's where most of the jobs are lost.
Tell you what to add, cut and renegotiate
Which source deserves more money. Which vendor contract to let lapse. Whether the next hire is a CSR or an ad budget. We sit on your agency calls as your voice, with the scorecard open.
The Booked-Job Loop
The system under all eight. It runs on your job software and your phone line, and it keeps running if you ever leave.
Each of these is what an in-house CMO would do. The difference is the scorecard is the same whether we grade your vendors or run them, and no vendor pays us.
What we don't do
- We don't run ads ourselves.
- We don't build websites.
- We don't write content or do SEO.
- We don't take a markup, rebate or referral fee from any vendor. Ever.
- We don't charge by the lead.
- We don't sell you a fix on a free scorecard.
If we have any business relationship with a vendor, you get it in writing before we start. Vendors do the work. We grade it.
How it starts
Free mystery shop
We test your shop five ways over two days and send the scorecard within five business days.
20-minute call
Nobody else. We walk the scorecard. You decide if an audit makes sense. If it's not a fit, we say so in the first ten minutes.
Strategy Audit
Read-only access to your ad accounts plus an export from your job software. We match leads to booked jobs and show you cost per booked job by source. Then you decide: grade, run, or walk.
Owners who've worked with Johnny
"Johnny and his team showed us how to capture an additional $120k in one month without any additional ad spend. I'd highly recommend working with Johnny."
"Three years ago we were at $250K in revenue. Johnny came in and built marketing systems that changed everything. This year we're on track to pass $8M. Cannot recommend Johnny enough."
Results from Johnny's prior work with these companies. ContractorCMO is new.
The numbers guy on your side of the table
Fifteen years in marketing agencies, in-house and running his own, most of it for blue collar businesses.
Johnny read a lot of monthly agency reports. None of them answered the one question that matters: how many jobs did this book? And the more shops he worked with, the clearer it got that the bigger leak was after the phone rang.
ContractorCMO is based in Columbia, Missouri, and works with shops anywhere in the U.S.
Questions owners ask
Do you run my ads?
No. In the Agency of Record tier we direct vetted vendors who do. They bill you. We take nothing from them.
Do I need new software?
No. Your team keeps the tools they have. We add tracking numbers that forward to the line your office already answers.
What job software do you work with?
Housecall Pro, Jobber, Workiz, ServiceTitan, Estimate Rocket, DripJobs, PaintScout and others. If it exports a spreadsheet, we can match it.
I just want someone to run my ads.
Book a call. That's the Agency of Record tier.
I'm under $1M.
Take the free mystery shop anyway. The retainers won't be a fit yet, and we'll tell you so.
Do you work outside Missouri?
Yes. We started in Missouri and work with shops anywhere in the U.S.