CASE STUDY / HOME SERVICES
From missed inquiries to capacity for growth.
This business and its results demonstrate SIMPL’s approach. The presented results were achieved through aggregate factors and do not serve as a guarantee - but an example of what results are achievable through partnership with SIMPL.
A better response process can create the foundation for hiring, paid campaigns, and sustainable growth. This example follows the decisions between each step.
THE REVENUE PATH
Improve conversion. Create capacity. Test new demand.
Starting point
$25,000
25 completed jobs per month
After follow-up improvements
$35,000
35 completed jobs per month
With additional paid demand
$53,000
53 completed jobs per month
Monthly revenue at a constant $1,000 average job value. These figures are not profit or a forecast.
THE STARTING POINT
More leads weren’t the first priority.
A home-service company receives approximately 100 inquiries each month, completes 25 jobs, and generates $25,000 in monthly revenue. Before increasing advertising spend, the first priority is understanding where opportunities are being lost.
01 / IMPROVE THE RESPONSE PROCESS
Make existing demand more valuable.
In this scenario, reviewing the inquiry process reveals delayed responses, inconsistent follow-up, and unclear ownership of incoming leads. The proposed solution connects inquiries to one customer pipeline, assigns responsibility for responding, and introduces a consistent follow-up sequence.
Over the three-month period, monthly completed jobs increase from 25 to 35 without increasing the 100 monthly inquiries. The inquiry-to-completed-job rate moves from 25% to 35%. At a $1,000 average job value, the result was $10,000 in additional monthly revenue.
02 / BUILD THE CAPACITY TO SERVE
Turn sustained progress into room to grow.
The additional work brings the existing team close to capacity. Assuming the improvement continues, customers pay on time, and sufficient margin remains after delivering the work, retained cash helps the company recruit and equip another technician.
That expansion creates room for additional jobs and allows the owner to spend less time filling operational gaps. Advertising now has a practical purpose: bring qualified demand into the newly available capacity. In this scenario, the company establishes a $3,000 monthly media budget after accounting for staffing, operating costs, and cash reserves.
03 / TEST PAID DEMAND
Give the new capacity a focused campaign.
The next step is a focused Google Search campaign promoting one clearly defined service in the company’s operating area. A dedicated service page provides a clear booking path. Calls and forms feed into the response process established in Phase 1. The initial test evaluates search terms, lead quality, completed jobs, and acquisition cost before expanding the budget.
MONTHLY CAMPAIGN PERFORMANCE
Advertising spend
$3,000
Monthly media budget
Ad clicks
600
Paid search traffic
Average cost per click
$5
Media spend ÷ clicks
Qualified inquiries
60
Relevant calls and forms
Inquiry conversion rate
10%
Qualified inquiries ÷ clicks
Cost per qualified inquiry
$50
Media spend ÷ qualified inquiries
Completed jobs
18
Attributed to the campaign
Media cost per completed job
$166.67
Excludes other acquisition costs
Attributed revenue
$18,000
6× revenue return on ad spend
Figures exclude campaign management, implementation, staffing, and service-delivery costs. Revenue return on ad spend is not profit or overall return on investment.
THE OUTCOME
$25,000 → $53,000 per month.
The business maintains 35 monthly jobs from existing sources and the campaign contributes 18 additional jobs, completed work reaches 53 jobs. At the same $1,000 average job value, this results in $28,000 monthly revenue increase, or 112%.
This assumes sufficient staffing capacity, stable job values, and no overlap between existing and campaign-attributed work. Attribution alone would not prove that every advertising-related job was incremental nor recuperatory. These are the results of bi-weekly and monthly reporting.
Why the sequence matters.
Better follow-up makes existing demand more valuable. Sustained performance creates a basis for expanding the team. Additional capacity makes paid customer acquisition more practical. Each expansion depends on evidence from the previous step—and on the economics of delivering the additional work.