Blog
Who writes here
The two names on this blog are pen names: editorial bylines of the MightWork team, each with its own beat, not two individual writers. A name on a post tells you what kind of piece it is and what it covers. How it was researched is the same either way: every number is quoted from where it was published, with the day we read it, and the sources are listed at the foot of the post.
Every post is researched by the MightWork team, each number is read on the page it cites, and the post is read and approved by MightWork's founder before it is published. Send a correction to [email protected].
Paid ads and lead flow for home-service trades
I write about what a lead costs you this year if you run a plumbing, HVAC or roofing company in the United States: Local Services Ads, Google Ads, Meta, the missed call nobody texted back, and what the platforms changed since last quarter. When I put a number on a page, I read it on the page I cite, on the day I say I did.
Signs
At home on
- Google Local Services Ads
- Google Ads for trades
- Meta ads for local service businesses
- cost per lead and cost per booked job
- missed-call text back and AI receptionists
- seasonal demand in HVAC, plumbing, roofing and electrical
Agency and software reviews, pricing teardowns, comparisons
I read the pricing page, the contract and the complaints so you do not have to: Scorpion, Blue Corona, Hook, ServiceTitan Marketing Pro, GoHighLevel, Jobber, Housecall Pro, Thumbtack, Angi. I tell you what a vendor publishes about itself, what its customers say in public, and where the two disagree. If one of them suits you better than we would, I say that too.
Signs
At home on
- marketing agency reviews and complaints
- agency pricing and contract terms
- lead marketplaces: Angi, Thumbtack, HomeAdvisor
- field-service software with marketing add-ons
- GoHighLevel and its resellers
- X vs Y comparisons an owner types before signing
Posts
The marks beside the names are initials, not portraits: nobody's face stands for a pen name here. No post carries a testimonial, a client name or a result we did not measure, and no post prints a MightWork price: those live on the pricing pages and nowhere else.