Big West Marketing Podcast

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Growing a successful home service business isn't about working longer hours. It's about building the right foundation in the right order.

In this episode of the Home Service Marketing Pros Podcast, Joe Bernich sits down with Dallin from Elevate Business Consulting, a former pool service company owner who built a 20-person team before selling his business. Dallin shares the exact seven-step framework he now teaches business owners to help them increase revenue, improve profit, and create systems that allow them to work less while growing more.

If you've ever felt overwhelmed trying to improve marketing, hire employees, close more sales, and manage daily operations all at once, this episode will help you focus on what matters most.

In This Episode

Why most home service businesses struggle because they solve problems in the wrong order
How conducting a simple time audit can immediately identify wasted hours
Why your online reputation and marketing foundation matter before spending money on advertising
The importance of setting up a CRM early instead of relying on spreadsheets
Organic marketing strategies that continue generating leads for years
How improving your sales process can increase revenue without generating more leads
Why AI should support your business instead of replacing real customer conversations
When to hire your first employee or virtual assistant
How documented systems make scaling and eventually selling your business much easier

Key Takeaways

Audit Your Time First

Before investing in marketing or hiring, understand exactly where your time goes. Most owners spend too much time on low-value tasks that don't move the business forward.

Build Strong Marketing Foundations

A website, Google Business Profile, reviews, and social proof all work together to create trust. Without these foundations, even great marketing campaigns can fail.

Set Up a CRM Early

Tracking leads, estimates, follow-ups, and customer communication becomes dramatically easier when everything is organized from the beginning.

Start With Organic Marketing

SEO, social media, referrals, networking, and content marketing create long-term lead generation that continues producing results long after the work is done.

Sales Still Matter

Generating leads is only half the battle. Better conversations, stronger follow-up, and focusing on customer outcomes instead of price can dramatically improve close rates.

Hire Before You're Overwhelmed

Adding help before you desperately need it allows you to focus on higher-value activities that actually grow the business.

Systemize Everything

Documented processes, checklists, training videos, and KPIs make it easier to hire, grow, and eventually sell your business.

Notable Quote

"Grow the business, add more revenue and profit, but do it without overworking yourself as the business owner."

Connect with Dallin

Follow Dallin here:

https://instagram.com/growwithdallin

https://coaching.dallinhuso.com

Grow with Dallin

He shares practical business growth strategies, coaching resources, and tips specifically for home service business owners. You can also schedule a consultation through the link in his social profiles.

Listen & Subscribe

If you enjoyed this episode, subscribe to the Home Service Marketing Pros Podcast and leave us a review. New episodes are packed with practical marketing and business growth strategies designed specifically for home service companies.

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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Starting a home service business comes with no shortage of marketing advice—and plenty of opportunities to waste money. In this episode of the Home Service Marketing Pros Podcast, Joe Burnich and Mike Mancini break down where contractors should actually invest their first marketing dollars.

From building a simple website to avoiding overpriced branding packages and running smarter Google Ads, this episode focuses on practical strategies that help generate leads without blowing your budget.

Based on years of experience (and plenty of expensive mistakes), Joe and Mike share the foundational marketing steps every electrician, plumber, HVAC contractor, carpet cleaner, and other home service business owner should take first.

In This Episode

Why every contractor needs a website before spending money elsewhere
The biggest marketing mistakes new businesses make
How to create a professional image without spending thousands
Why separate service pages and city pages matter for SEO
The importance of setting up your Google Business Profile correctly
Why you don't need an expensive logo or branding package
How to make your website convert more visitors into phone calls
Why contractors should market their highest-profit services
The difference between marketing for big-ticket jobs versus taking small jobs
Why specialty services can make your business more resilient
Should you quit your full-time job before your business is established?
How to stretch a small Google Ads budget for the best return
Why targeting specific services beats broad advertising
What to expect during the first 90 days of running Google Ads
Simple marketing habits that build long-term growth

Key Takeaways

Start with the basics before investing heavily in marketing.
A simple, professional website is far better than no website.
Use real photos, clear calls-to-action, and dedicated pages for each service and service area.
Focus your marketing on the jobs that produce the highest profits.
Small Google Ads budgets perform best when targeting highly specific services.
Marketing is a long-term investment—consistency beats quick fixes.

Resources Mentioned

Big West Marketing (Free Website Reviews)
Mancini Digital (Google Ads Consulting)
Squarespace
GoDaddy
Fiverr

Enjoying the Podcast?

If you found this episode helpful, please leave a 5-star review and share it with another home service business owner. Your support helps us reach more contractors looking to grow their businesses with practical, proven marketing advice.

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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In this episode of the Home Service Marketing Pros podcast, Joe Burnich and Mike Mancini break down the flood of “AI marketing” offers targeting home service businesses. From AI SEO agencies to software promising guaranteed rankings, they explain what’s real, what’s hype, and how contractors can avoid wasting money on gimmicks.

Episode Highlights

AI Is Everywhere, But That Doesn’t Mean Every Tool Works

Joe and Mike discuss how many companies are using “AI” as a buzzword to sell expensive marketing programs with unrealistic promises. They warn contractors to be careful of anyone claiming they can guarantee top rankings or instant visibility using AI.

Don’t Fall for Fear-Based Sales Tactics

A common sales pitch is:

“Your competitors are already using AI. If you don’t act now, you’ll get left behind.”

Joe explains that this kind of pressure tactic is a major red flag. AI search is growing, but the fundamentals of good SEO and strong online presence still matter most.

AI Marketing Scams Are Costing Contractors Thousands

Joe shares a real example of a contractor paying $700 per month for an “AI SEO” program that turned out to be all fluff. The client was locked into a long-term agreement and received little actual value.

What Actually Helps You Show Up in AI Search

The conversation shifts into practical strategies that genuinely improve visibility in Google AI Mode and ChatGPT results.

1. Get Reviews Across Multiple Platforms

Google reviews still matter, but AI platforms are also looking at:

Yelp reviews
Facebook reviews
Angi and other directory sites

The more legitimate reviews your business has across the web, the better.

2. Create Separate Service Pages

Instead of putting all your services on one page, create dedicated pages for each service.

Example for electricians:

EV Charger Installation
Panel Upgrades
Generator Installation

Google and ChatGPT both prefer clearly organized service-specific content.

3. Build Location / City Pages

Joe explains why city pages are becoming even more important with AI search.

A strong city page should include:

Services offered in that city
FAQs
Local information
Embedded Google Maps
Pricing ranges when possible

This helps AI platforms understand exactly where you work and what services you provide.

4. Use FAQs Throughout Your Website

People search differently in ChatGPT than they do in Google.

Instead of searching:

“Electrician Phoenix”

They ask:

“How much does it cost to upgrade an electrical panel?”
“What generator brands can I install at my home?”

Having FAQ sections on your website helps your business appear in conversational AI searches.

The Risk of “Gaming” AI and Google

Joe and Mike warn against using shady shortcuts or aggressive AI tactics that try to manipulate rankings.

Joe shares a test website they intentionally optimized using spammy tactics. The site ranked quickly but was later penalized and placed into the “Google Sandbox,” where it became almost impossible to find in search results for months.

The Real Secret to AI Visibility

The biggest takeaway from the episode:

Use real photos
Create helpful content
Build trust
Answer customer questions
Stay authentic

AI search tools reward businesses that look legitimate and helpful, not businesses trying to trick the system.

Final Takeaway

AI search is growing fast, but most of the “AI SEO” products being sold to contractors are simply recycled marketing gimmicks with new branding.

The businesses that will win long-term are the ones that:

Build real trust
Create strong local content
Use real photos and reviews
Organize their websites properly
Focus on helping customers instead of gaming algorithms

That strategy works for Google, ChatGPT, and whatever comes next.

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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Episode Summary

In this episode of Home Service Marketing Pros, Joe Burnich and Mike Mancini break down a simple but powerful strategy to help home service businesses find their most profitable jobs using zip code data.

Instead of guessing where your best customers are, this approach shows you how to use real numbers from your CRM or spreadsheets to identify which areas bring in the most revenue, the highest-value jobs, and the best return on your marketing.

Whether you're running Google Ads, SEO, mailers, or door-to-door sales, this strategy can help you focus your time, budget, and team where it matters most.

What You’ll Learn

Why most home service businesses guess wrong about where their best jobs come from
How to break down your jobs and revenue by zip code
The difference between high ticket jobs vs. high volume areas
How to reduce wasted marketing spend by focusing on top-performing areas
Why “rich neighborhoods” are not always the most profitable
How to shorten drive time and increase daily job capacity
When to turn marketing up or down based on workload
Why you should never fully shut off Google Ads

Key Takeaways

Track Revenue by Zip Code

Most businesses don’t look at their data at a granular level. By sorting jobs and revenue by zip code, you can clearly see where your money is actually coming from.

Focus on Profit + Volume

A zip code with higher ticket jobs isn’t always better if job volume is low. The best areas balance strong revenue per job and consistent job flow.

Cut Marketing Waste

If a few zip codes generate the majority of your revenue, you can:

Reduce ad spend
Cut mailer costs
Improve ROI immediately
Use Zip Codes to Control Workload
Busy? Focus only on top-performing zip codes
Slow? Expand into secondary areas
Avoid turning marketing completely off
Keep Ads Running (Even at Low Budget)

Pausing campaigns too long can hurt performance. Instead:

Scale down during slow seasons
Maintain data and momentum

Real Example from the Episode

One client had 10 zip codes
3 zip codes generated 55% of revenue
Some areas had:
- $800 per job
- Others only $500 per job
Another zip code had fewer jobs but higher ticket value
The best strategy came from combining job count + revenue per job

Action Steps

Export your job data from your CRM or spreadsheet
Group jobs by zip code
Calculate:
- Total revenue per zip code
- Number of jobs per zip code
- Average revenue per job
Identify your:
- Top-performing areas
- Low-performing areas
Adjust your marketing strategy accordingly

Resources Mentioned

Free consultation and help analyzing your data:
👉 Mancini Digital
SEO & Web Design for home service businesses:
👉 Big West Marketing

Final Thoughts

Stop guessing where your best jobs come from.
Use your data to make smarter decisions, spend less on marketing, and book more profitable work.

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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In this episode of the Home Service Marketing Pros Podcast, Joe Burnich and Mike Mancini break down one of the most misunderstood (and often ignored) factors in local SEO: your Google Business Profile address.

They explain why your physical address can make or break your rankings in Google Maps—and why most marketing companies won’t tell you the full story.

Along the way, they also share a valuable business lesson on partnerships, entrepreneurship, and why running a business doesn’t have to be a solo journey.

What You’ll Learn

🔑 The Truth About Google Maps Rankings

Your physical business address is one of the top 2–3 ranking factors
Without a “Google-friendly” address, you likely won’t rank—no matter how good your SEO is
Many SEO companies either ignore or downplay this critical factor

📍 What Makes a “Good” Address?

Must be a real, verifiable location
Should fall within your target city’s Google-defined boundaries
Ideally located within ~3 miles of the city center
Needs to be tied to a clean, compliant Google Business Profile

🏠 Residential vs Commercial Addresses

69% of top-ranking profiles use residential addresses
You can rank with a hidden address
Showing your address does not guarantee better rankings

🚫 What to Avoid

PO boxes or UPS store addresses
Virtual/shared office spaces (high risk of failure)
Fake or manipulated listings
Duplicate or cluttered Google Business Profiles

Google is now using video verification, making it much harder to game the system.

📊 Real Data, Not Theory

Joe shares insights from a 6-month internal study analyzing 100 real client accounts:

Top-ranking businesses consistently:
- Have strong physical locations
- Maintain clean profiles
- Use well-optimized websites
- Generate steady reviews

🌐 Website Still Matters

Even with a strong address, you still need:

A fully optimized website
Quality content (not thin or generic)
Real photos (not stock-heavy)
Proper SEO structure

⭐ Google Business Profile Best Practices

Fill out every available field
Keep information updated (hours, services, etc.)
Respond to all reviews (good and bad)
Stay active—Google rewards engagement

💡 Business Lesson: Don’t Build Alone

Joe and Mike share how a simple cold outreach turned into:

A long-term partnership
Weekly strategy calls
Major growth for both businesses

Key takeaway:
Running a business is tough—and often lonely. Having someone at a similar level to share ideas with can save time, money, and stress.

Who This Episode Is For

Electricians
Plumbers
HVAC contractors
Carpet cleaners
Any home service business owner trying to rank locally

Resources Mentioned

Big West Marketing – Free consultation & SEO resources
Address Ranking Study (available on the Big West website)
Mike Mancini YouTube & Mancini Digital

Final Takeaway

If your Google Business Profile address isn’t set up correctly, nothing else matters—not your reviews, not your website, not your SEO.

Get the foundation right first, and every

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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In this episode, Joe Burnich and Mike Mancini break down how economic and political uncertainty impacts home service businesses—and more importantly, how to respond the right way.

They share real-world stories, common mistakes contractors make, and practical strategies to maintain (and even grow) your business when things slow down.

Key Topics Covered

1. Why You Should Avoid Politics in Business

Sharing strong political opinions can hurt your brand and cost you customers
Real example: a contractor losing potential clients just by how they answer the phone
Bottom line: don’t alienate half your market

2. How Uncertainty Impacts Buying Behavior

Customers shift from buying new to repairing existing systems
Big-ticket purchases slow down (HVAC installs, remodels, etc.)
“Wait and see” behavior becomes common during elections and economic shifts

3. The Biggest Marketing Mistake: Pulling Back

Many businesses cut marketing when things slow down
This creates long-term damage and lost momentum
Joe’s philosophy: When things slow down, it’s go time

4. Smart Marketing Strategy During Slow Periods

Increase visibility while competitors pull back
Invest in:
- SEO
- Content creation
- Ads
- Website improvements
The work you do now compounds when demand returns

5. Budgeting for Marketing (The 10% Rule)

Set aside ~10% of revenue for marketing
Save during busy times, spend more during slow periods
Having a “marketing reserve” reduces stress during downturns

6. What to Do If You Don’t Have a Budget

Focus on free or low-cost strategies:
- Networking and partnerships
- Community involvement
- Referral building
- Website updates
Use downtime productively instead of waiting

7. Seasonal Slowdowns Are Normal

Example: Thanksgiving through Christmas lull
Leads may cost more, but demand still exists
Consistency is key to long-term growth

8. Double Down on the Basics

Answer your phone professionally
Ask for Google reviews
Follow up with past customers
Don’t let standards slip when things get slow

9. Reposition Your Services

Shift messaging from “upgrade” to “prevent problems”
Examples:
- “Prevent costly repairs”
- “Protect your home”
Meet customers where their mindset is

Key Takeaways

Stay neutral publicly to protect your customer base
Never stop marketing during uncertain times
Use slow periods to gain a competitive advantage
Build systems and assets that pay off later
Focus on fundamentals and consistency

Connect with the Hosts

Mike Mancini

Website: mancini digital.com
YouTube: Mike Mancini

Joe Burnich

Website: bigwestmarketing.com
YouTube: Big West Marketing / Joe Burnich

Final Thought

Uncertainty is inevitable, but how you respond determines whether your business stalls or grows. The contractors who lean in during slow times are the ones who win w

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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Many home service business owners think sales and marketing are the same thing. They aren’t.

In this episode of the Home Service Marketing Pros Podcast, Joe Burnich and Mike Mancini break down the critical difference between marketing and sales and why confusing the two can hurt your business.

Marketing’s job is simple: get attention and generate leads. Sales takes over once the prospect reaches out and turns that opportunity into a booked job.

The hosts also explain how different strategies apply to Google Ads vs SEO, why landing pages should be simple, and how real conversations with customers can improve your marketing.

If you want more calls, more booked jobs, and better results from your marketing, understanding where marketing stops and sales begins is essential.

Key Topics Discussed

Marketing Opens the Door, Sales Closes the Deal

Marketing and sales serve different roles in growing a business.

Marketing focuses on:

Getting attention
Generating interest
Bringing potential customers to your business

Sales focuses on:

Listening to the customer
Understanding their problem
Handling objections
Booking the job

Without marketing, there are no leads to talk to. Without sales, those leads never turn into revenue.

Why Sales Messaging Doesn’t Belong in Ads

One common mistake businesses make is trying to do too much selling in their marketing.

When someone searches for something like “electrician near me”, they aren’t looking for a 20-minute explanation of your process. They want a simple answer:

Can you fix the problem?

Your marketing should focus on:

Clearly identifying the service
Showing you’re local and trustworthy
Making it easy to call or contact you

Your sales conversation happens after the phone rings.

The Difference Between Google Ads and SEO Content

Joe and Mike highlight an important difference between paid advertising and organic search.

Google Ads / Landing Pages

Focus on speed and simplicity
Provide just enough information to get the call
Prioritize contact forms and phone numbers above the fold
Avoid long explanations or educational content

SEO / Website Pages

Allow more room for research and education
Can include detailed explanations, blogs, and FAQs
Help build authority and search rankings
Support customers who are still comparing companies

Understanding this distinction helps businesses design better websites and higher-converting landing pages.

Why “Above the Fold” Matters

Most people decide whether to stay on a page within seconds.

That’s why the most important elements should appear above the fold, meaning visible without scrolling.

Key elements include:

A clear headline
Service description
Phone number
Contact form
Relevant image

If visitors have to scroll to find these, many will leave before contacting you.

How Sales Conversations Improve Marketing

One of the best ways to improve your marketing is by paying attention to what customers actually say.

Listen for:

The questions customers ask
The problems they describe
The language they use
The objections they raise

Those conversations can become powerful website content and marketing copy.

Real customer language often converts better than generic marketing text.

Preparing for the Future of Search and AI

Joe also discusses how customer conversations will become even more important as search evolves.

Tools like ChatGPT and conversational AI are changing how people find businesses. Instead of typin

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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In this episode, Joe Burnich and Mike Mancini kick off a multi-part checklist series for home service pros who want more leads, more calls, and more booked jobs.

Here are the 10 action items you can start using right away:

Build a referral program – Reward customers for sending you new jobs.
Follow up on quotes and past clients – Don’t wait for the phone to ring.
Use lawn signs strategically – Low-cost visibility that drives real calls.
Ask for reviews on every job – Make it part of your process.
Invest in professional uniforms – Stand out instantly from competitors.
Use the 5-around / 10-around strategy – Market to nearby homes after every job.
Add a price range page to your website – Build trust and improve visibility.
Accept credit cards – Remove friction and close more jobs.
Encourage tech upsells – Increase revenue while you’re already in the home.
Invest in SEO and PPC – Show up multiple times on page one.

Simple strategies. Real-world results.

Subscribe for Part 2, and if this episode helped you, leave a review and share it with another contractor.

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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In this episode, Joe and Mike break down why landing pages are critical for home service businesses running paid ads. If you are sending Google Ads traffic to your homepage, you are likely wasting money. The guys explain what landing pages are, how they work, and why they consistently outperform traditional websites when it comes to conversions.

This episode is especially helpful for electricians, plumbers, HVAC companies, carpet cleaners, and any home service business investing in paid advertising.

What You’ll Learn

The difference between a website and a true landing page
Why sending paid traffic to your homepage is a costly mistake
How landing pages reduce distractions and increase conversions
The psychology of paid search users versus SEO visitors
Real conversion rate data from years of running Google Ads
Why simplicity and fast load times matter more than design
How landing pages help qualify leads and filter out bad prospects
Why SEO and paid ads work best together, not against each other

Key Talking Points

Landing pages are designed to do only three things: get a call, get a form submission, or push unqualified visitors away
Every extra click on a website can lose roughly 17 percent of visitors
Industry average landing page conversion rates are around 6 percent, while homepages often convert at 1 to 3 percent
Well-optimized landing pages can consistently convert at 20 to 30 percent, with rare cases exceeding 50 percent
Paid ad traffic requires a different approach than SEO traffic
Google, Amazon, and other platforms send users to specific pages for a reason
Fast load speed and clear messaging above the fold are critical

Who This Episode Is For

Home service business owners running Google Ads
Contractors frustrated with poor ad performance
Companies thinking “Google Ads don’t work”
Businesses looking to lower ad costs while increasing leads

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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In this episode of the Home Service Marketing Pros podcast, Joe Burnich and Mike Mancini break down what really works in SEO and website marketing for electricians and home service businesses. Joe shares why electrical contractors have become his favorite niche, the biggest mistakes he sees on contractor websites, and how business owners can quickly tell whether SEO is even the right investment for them.

If you are an electrician, plumber, HVAC company, or home service contractor tired of vague marketing promises and poor results, this episode delivers clear, practical guidance you can use right away.

What You’ll Learn in This Episode

Why Electricians Are One of the Best Niches for SEO

Joe explains why electricians have a major advantage when it comes to search engine optimization. Instead of competing only for broad terms like “electrician near me,” electrical contractors can rank for high value services such as generator installs, EV charger installations, and panel upgrades. These searches create more opportunities, higher quality leads, and better long term results.

When SEO Is Not the Right Fit

Not every business should invest in SEO right away. Joe walks through real examples where SEO is not a smart move, such as brand new businesses in large metro areas without a budget or a solid location strategy. Learn how to recognize when Google Ads, foundational website work, or a different growth path makes more sense.

The One SEO Factor Most Companies Won’t Tell You

Joe shares one of the most important but rarely discussed SEO fundamentals: physical business location. Learn how Google evaluates addresses, why proximity to city centers matters, and how renting a small office can dramatically impact local rankings when done correctly.

How to Tell If You’re Ready for SEO in Under Five Minutes

Joe explains a simple Google Maps test you can do yourself to determine whether your address is helping or hurting your ability to rank. This quick check can save you thousands of dollars and months of frustration.

Common Website Mistakes That Cost Contractors Leads

Discover the most common website issues Joe sees during consultations, including:

Phone numbers that are hard to find or missing entirely
Service pages that lump everything together instead of showcasing expertise
Missed opportunities to rank for profitable specialty services

These fixes are simple but can dramatically increase calls and conversions.

Why FAQs Are a Game Changer for SEO and Visibility

Frequently asked questions are no longer optional. Joe explains how FAQs help websites rank better, convert more visitors, and show up in Google’s AI results and tools like ChatGPT. Learn why question based content is becoming one of the most important SEO strategies moving forward.

What Business Owners Must Do for SEO to Work

SEO is a partnership. Joe outlines the responsibilities that no SEO company can do for you, including:

Actively collecting Google reviews
Taking real photos of your team and your work
Participating in building trust with both Google and customers

If you are not willing to do these things, SEO may not be the right fit.

How to Know If Your SEO Company Is Doing a Good Job

Joe and Mike explain the red flags that signal poor SEO service, including:

No monthly reports or updates
Lack of transparency
Inability to reach your marketing provider
Not owning your own website or accounts

Learn what you should expect from a professional marketing partner and how to protect your business from being locked into bad agreements.

Key Takeaways

SEO can be extremely powerful for electricians when done correctly
Location and address strategy matter more than most people realize
You should always own your website, Google

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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In this industry-specific episode of the Home Service Marketing Pros podcast, Joe Burnich and Google Ads expert Mike Mancini break down exactly how tree service businesses can use Google Ads to generate high-intent leads without wasting money. From keyword strategy and negative keywords to storm-driven demand and call tracking, this episode delivers practical, real-world advice you can apply immediately.

What You’ll Learn in This Episode

Why Tree Service Businesses Are Ideal for Google Ads

Mike explains why tree services are one of his favorite industries to work with, including high urgency, year-round demand, and built-in upsells like stump grinding that increase lifetime customer value.

The Biggest Google Ads Mistake Tree Companies Make

Trying to target too much at once. Mike explains why fewer, high-intent keywords and tightly focused service areas consistently outperform broad campaigns with massive keyword lists.

How to Choose the Right Keywords

Learn why phrase match keywords are critical when starting Google Ads and how broad match keywords can silently drain your budget with low-quality traffic.

Examples of high-intent keywords discussed:

Tree removal service
Local tree company
Stump grinding service

The Importance of Negative Keywords

Mike breaks down why negative keywords are one of the most overlooked but most important parts of a profitable Google Ads campaign.

Common negative keywords tree services should use:

Free
DIY
Do it yourself
Manual
Training
How to

He also explains how missing negative keywords can waste tens of thousands of dollars per year.

How Storms and Seasonality Impact Tree Service Ads

Tree service Google Ads campaigns can be scaled up or down quickly based on weather events and workload. Learn how smart budget control turns seasonal spikes into predictable revenue.

Why Landing Pages Beat Homepages for Google Ads

Sending ad traffic to your homepage lowers conversions. Mike explains why service-specific landing pages convert better and how page speed, layout, and clarity impact results within seconds of a click.

Why Call Tracking Is Non-Negotiable

Mike explains why he refuses to run Google Ads without tracking phone numbers and how call tracking:

Proves what is actually working
Feeds conversion data back to Google
Lowers cost per click over time
Helps identify internal sales issues

He also shares how using different tracking numbers for ads, websites, Google Business Profiles, mailers, and vehicle wraps reveals exactly where leads come from.

Real-World Case Study: When Ads Aren’t the Problem

A powerful example of how call tracking uncovered a sales issue that was costing a client tens of thousands per month, despite strong lead volume.

Key Takeaways

Fewer, higher-intent keywords outperform large unfocused campaigns
Phrase match keywords should be your starting point
Negative keywords can save thousands per month
Storm-driven demand makes tree services ideal for scalable ads
Landing pages convert better than homepages for paid traffic
Call tracking is essential for optimization and cost control

Resources Mentioned

Mike Mancini’s YouTube channel with a 2,300+ negative keyword list
Free Google Ads consultation with Mike Mancini
Tracking tools and landing page strategies for home service businesses

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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Joe Burnich sits down with Jeff “The 360 Electrician” for a special 2026 kickoff episode focused on practical AI for home service businesses. Jeff breaks down why most contractors get bad results from AI, the three “secrets” to making it work like a real employee, and how he’s using tools like ChatGPT, Gemini, and other AI platforms to speed up marketing, operations, and training.

Resources and links

The 360 Network Sing up link - https://www.the360electrician.com/offers/sHvmYM4F/checkout

Coaching Link:
https://calendly.com/the360electrician/1-hr-one-on-one-coaching-session

www.The360Electrician.com for all things The 360 Electrician

If you’re an electrician, HVAC pro, plumber, carpet cleaner, or any home service operator, this episode is a playbook for using AI to move faster than your competitors.

About Jeff (The 360 Electrician)

Jeff is the creator of The 360 Electrician, a major YouTube channel focused on helping electricians become electrical contractors and helping contractors level up. He’s coached 1,000+ clients and runs contracting businesses in both California and Montana. He shares how he’s applying AI to real contracting workflows, not generic use cases.

What you’ll learn in this episode

1) Why most contractors aren’t using AI (or quit too early)

Jeff explains the common reasons electricians and home service pros avoid AI:

They treat AI like Google on steroids (and get generic results)
They don’t know what to ask, so the prompts are weak
They tried it once, didn’t like the output, and gave up

2) AI Secret #1: Introduce yourself to AI first

Jeff’s biggest takeaway: AI gives generic answers to strangers, elite answers to people it knows.
He explains how to “onboard” the AI like an employee by sharing:

Who you are, what your business does, your service area
Your tone, preferences, and how you make decisions
Team roles, expectations, and even things like your communication style

Joe adds that after a year on a paid plan, AI “knows Big West Marketing” and can generate highly specific plans fast because it understands the business context.

3) AI Secret #2: Build a marketing department on demand

Jeff walks through the marketing tasks AI can accelerate when your prompts and context are dialed in:

30 days of social content ideas for local service businesses
Video scripts, outlines, descriptions, and keywords for YouTube
Ad copy and creative direction (including image prompts)
Call scripts for different audiences (GCs, property managers, homeowners, generators)
Competitive analysis: “Here’s my competitor—how do I do this better?”

Joe highlights a key point: AI is great for polishing and improving, but you still need real expertise for foundations like SEO and a proper website strategy.

4) AI Secret #3: Automate the back office

Jeff shares operational use cases that save hours every week:

Writing proposals faster (including using Jobber’s built-in AI)
Comparing vendor quotes instantly
Creating SOPs and training modules
Generating onboarding videos based on company-specific policies

Jeff’s biggest “mind blown” moment: using AI to create training content that isn’t just a document, but a video-style onboarding experience for new hires.

Tools mentioned

Jeff shares the main tools he’s using right now:

ChatGPT (paid)
Google Gemini (via Google Workspace)
Sora / “Cira” style multi-bot systems (specialized assistants for marketin

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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Online search is changing fast, and home service businesses need to adapt or risk getting buried by competitors.

In this episode of the Home Service Marketing Pros Podcast, Joe Burnich and Mike Mancini break down what is actually working right now to help electricians, plumbers, HVAC companies, and other home service pros show up in Google and emerging search experiences.

No hype. No expensive tools. Just proven, practical strategies you can start using today.

What You’ll Learn in This Episode

Joe and Mike walk through five actionable strategies that are helping real businesses get more calls, more leads, and better quality customers.

Tip #1: Get More Reviews Where It Matters

Reviews are more important than ever.

You will learn:

Why Google Business Profile reviews are non negotiable
Which other platforms search engines pay attention to
How to train your team to ask for reviews the right way
How to respond to both positive and negative reviews to build trust

Tip #2: Add High Quality FAQs to Your Website

Customers are asking detailed questions before they ever call.

You will learn:

Why FAQs help your website get discovered more easily
Where FAQs should live on your site for maximum impact
How to choose the right questions based on real customer conversations

Tip #3: Create a Price Range Page

This is one of the most powerful and underused strategies discussed.

You will learn:

Why price range pages help your business stand out
How to list prices without locking yourself in
How this approach can attract better leads and reduce price shoppers

Tip #4: Build Separate Pages for Each Service

Listing all services on one page is holding you back.

You will learn:

Why each major service deserves its own page
How service pages improve rankings and conversions
How this approach works for both SEO and paid ads

Tip #5: Create Individual Pages for Each Service Area

Search engines cannot guess where you want to work.

You will learn:

How to structure city and service area pages
Why suburbs, counties, and local neighborhoods matter
How this helps both urban and rural service businesses

Who This Episode Is For

Electricians
Plumbers
HVAC contractors
Carpet cleaners
Any home service business looking for more consistent leads

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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Episode Summary

Joe and Mike break down why Google reviews matter more than ever for home service businesses. They share fresh ranking and consumer-behavior stats, explain the concept of review velocity, and give a practical, low-tech “Google Review Hack” that makes leaving reviews easy for customers and consistent for your team. If you want more calls from your Google Business Profile, this episode is a playbook.

What You’ll Learn

Why Google reviews are the new word-of-mouth for home services
How replying to reviews impacts trust and conversion
What “review velocity” is and how it affects rankings
Why reputation can beat ranking position for call volume
How reviews influence results in tools like ChatGPT, Yelp, and Reddit
A simple QR code system to get more reviews on the spot
How to encourage techs to ask for reviews consistently

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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n this episode of Home Service Marketing Pros, hosts Joe Burnich and Mike Mancini tackle one of the most common — yet confusing — questions home service pros face: “How much should I spend on marketing?”

They break down practical budgeting strategies for every stage of business, from brand-new startups to established multi-truck operations. Whether you’re an electrical Contractor, HVAC tech, pressure washer or carpet cleaner, this conversation will help you set up a sustainable marketing plan that grows your business without draining your wallet.

Key Topics Covered

The 10% Rule: Why allocating 10% of your revenue to marketing can keep your business healthy and growing.
Adjusting for Your Stage of Business: What to do if you’re just starting out vs. already established.
Referrals Aren’t Enough: Why relying solely on word-of-mouth will eventually stall your growth.
Budgeting Habits: How to set up a dedicated savings account for marketing and make it automatic.
Hustling Without a Budget: Proven ways to market your services for free — from door hangers to partnerships and community networking.
Avoiding the Comparison Trap: Why chasing “big competitors” can lead to overspending and burnout.
Smart Scaling: How to reinvest wisely as you grow and when to slow down or ramp up your ad spend.

Real-World Advice:

Joe and Mike share personal experiences from their own service businesses and marketing agencies, revealing both the wins and the lessons learned. Their bottom line? Marketing never stops — it just evolves.

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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In this episode of Home Service Marketing Pros, hosts Joe Burnich and Mike Mancini break down one of the biggest frustrations for home service businesses — when Google seems to ignore or “hate” your business listing. They explain why your Google Business Profile (formerly Google My Business) may not be ranking in the local map pack and what you can do to fix it.

Key topics include:

Why your business address plays a huge role in whether you rank or not.
The major problems with using PO boxes, UPS mailboxes, or virtual office addresses.
The truth about home addresses and why hiding them can still help you rank.
The difference between Google Ads and SEO — and why they don’t impact each other.
How Google decides which businesses appear near the city center (centroid bias).
The importance of updating your profile regularly, uploading real photos, and engaging with reviews.
Why consistent address and citation information across your website, Yelp, and other directories matters.

Joe and Mike also share insider data from over 100 businesses and real-world experiences to help you understand what Google really wants to see from legitimate home service pros.

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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In this episode of Home Service Marketing Pros, Joe Burnich and Mike Mancini reveal a simple, free marketing tool that saved Mike’s clients over $6,000 in one month — and could save home service pros thousands more.

They dig into one of the biggest mistakes contractors make: not tracking their leads. Mike explains how 9 out of 10 home service businesses fail to track where their calls and leads come from, leading to wasted ad spend and missed opportunities. The duo shares practical ways to fix it, including using tracking phone numbers, CRMs like ServiceTitan or Housecall Pro, and a free Google Sheets lead tracker that Mike created (download link in the episode notes).

Listeners will learn how to:

Identify which marketing channels actually make money.

Stop wasting thousands on ads that don’t perform.

Set up simple tracking systems that anyone can use.

They also discuss CallRail for call tracking, how to assign numbers to your website, ads, or even business cards, and why tracking gives smaller companies a huge edge over big competitors.

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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In this first episode of Home Service Marketing Pros, Joe Burnich and Mike Mancini share their backgrounds running service and marketing businesses, establishing credibility in SEO, web design and Google Ads. They emphasize that Google search and ads consistently outperform social media for home service companies because Google captures intent-based customers actively seeking help, while social media leads are often low-quality and hard to convert. The hosts set the stage for future episodes with niche-specific strategies, ROI tracking tips, and actionable marketing tactics for electricians, HVAC, cleaning companies and other service pros.

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

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I'm excited to bring you this episode with Tony Mayorga. He is an electrical contractor with A & B Electric out of Denver, Colorado. So, Wendy Moon, our SEO specialist jumps on a call with Tony, asked him some questions about his business and how he's doing with his SEO and his marketing. Who he serves and a lot of it centers around customer service and the quality of service he provides.

Transcript Highlights
Wendy:
Hi, I'm well I'm well, so okay, can you tell me about your business A & B Electric, how long you've been in business?

Tony:
We've been a yes, absolutely. We've been in business for about 11 years. We started off just me and my partner, doing jobs for friends and family and just word of mouth. We we did that for a few years. Then, then we started being very successful and we completely ventured off into, we quit our jobs and we just started doing became, electrical contractors.

It's been great ever since, especially since we got on with Big West marketing. The SEO marketing has been amazing. It has really expanded my business. It's tripled my business and yeah, this is where we're at 2021 and we're still growing. -

We do everything, the full spectrum, full spectrum of electrical work. So anything you can think of that requires electricity and then residential or commercial application that we can handle, but we, we try to stick to the service area.

So if you have if you need an electrical panel install, you need some recess lighting in your house or a particular piece of equipment and your commercial property or commercial business is not working or it lost power, then you can call us. So we definitely focus more on the service side of it, but we also do new construction. We do custom builds, custom houses. So yeah, we do pretty much that.

The best part is, is helping people with our service. I think we, we provide the best value, I strive for that. I strive for 100% satisfaction, customer satisfaction. So it really is. It feels great when somebody recommends you [crosstalk 00:04:42] or a referral, like you do a project for someone and their neighbor or their family member calls you and they say, Hey, you did some work for, for my mom, for my brother. I liked the way everything worked out. The price was good and you know, they call me and, and that really, they call my company and that's really satisfying to be able to provide a service that people could rely on and can rely on, on an electrician that will be there any time of the day or night. I think that's the best part about being an electrician is putting a smile on people's faces at the end of their other project. So-

We are somebody that you can trust, somebody that's reliable, it's going to get the job done. that's A & B Electric, essentially somebody that's going to get the job done. It's going to be a trustworthy contractor because you can't believe how many stories I've heard of other electricians that came in there. They didn't do the job. They took the money never returned, or they did something improper.

With us, with A & B Electric, it's all about customer satisfaction. We're going to do with the job that we said we were going to do. At a fair price for both the homeowner and us. I guarantee you that the client's going to be happy. That's just my ultimate goal at every job, whether it'd be a troubleshooting call, or a big project custom build, the customer has to be happy. That's my number one priority. It's like when you purchase something and you're happy and you're wow, that was a great experience.

Joe Burnich:
You can always jump on BigWestMarketing.com or you can give us a call at (406) 493-1881.

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My name is Joe Burnich. This is my first crack at podcasting for my business Big West Marketing. In this episode I talk about what we do for our clients here at Big West Marketing. Basically we empower home service businesses to take their businesses to the next level with web design and search engine optimization (SEO).

Visit our website here: https://bigwestmarketing.com/

Partial Transcript:

This is Joe Burnich with Big West Marketing. This is my first crack at doing a podcast. I really have no idea what I'm doing. I'm usually on YouTube doing YouTube stuff, but I thought I'd give this a try. See if we can get any traction with podcasting. I'm always trying new marketing things and podcasting is something I have never jumped into. So, here's my little trial first episode. Welcome everybody, if you are listening to this.

Big West Marketing. What is it that I do or that we do here at Big West Marketing? Well, let me give you a little overview. Currently, we are a nine person team including myself, so I have eight employees. Two are part-time, six are full-time and we primarily help service businesses, home service businesses, take it to the next level by providing a proven marketing formula that includes web design and search engine optimization.

So we create a website, not just any website, but a website that is built to convert. What does convert mean? Convert means that when somebody lands on your website, they have the highest chance of calling you, filling out a form, emailing you, taking action, because they are looking for your service. They look at three or four different websites on the internet when they're searching for, let's say, electrical contractor in Houston, Texas. They're going to look at several different companies, several different websites before they pick up the phone and call, unless they're just looking for a quick deal and they're looking for a coupon or something like that. But most people, they want to look that are searching around on Google, they've got an issue, they need some sort of installation or some sort of repair. What they do is they click on several websites and they're like, "Okay, what's this person all about? Do I like this person?" And you notice I used the word person. I'm not using the word company. People want to work with people.

When they get on a website and there's lots of, I don't know, big moving pictures and generic stock photography that is not branded to that electrician's business, then people are less likely to take action and call that person. What they want to see is, who are the people behind this business? If you get on a website and you see a big picture of an electrical contractor, but you see the big picture of all the crew and big smiling faces, and they're all uniformed and they're ready to go. The higher end clients are going to be more likely to resonate with that picture than the picture of some hands inside of an electrical box working on some stuff. They know you do electricity. They know you work on wires. They don't need you to remind them of that. What you need to tell them in order to separate yourself apart from the competition is that you're professional, you're personable and they don't have to worry about who's coming into the house.

There was a big research study done, I don't know, 10 years ago where they asked a bunch of homemakers, females, that are the decision-makers in the home when it comes to any kind of repairs, upgrades, remodels, any of that kind of stuff. They asked them what the number one thing is when it comes to hiring a service professional. It wasn't price. It wasn't whether or not you're licensed. It wasn't whether or not you're insured, all that stuff's important, I know. But the number one thing was, what kind of person is coming into my house...

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