Keyword & Competitor Research
Comprehensive research findings from January 2026 analysis. Data-driven keyword strategy and competitive gaps.
Key Market Statistics
$657B
Home Services TAM (2026)
70%+
PE Activity Surge Since 2020
$90.92
Avg Cost Per Lead (2025)
8-15x
EBITDA Multiples Range
Tier 1 - Decision Stage
Tier 2 - Consideration Stage
Tier 3 - Awareness Stage
Top 20 High-Intent Keywords
Tier 1: Decision-Stage Keywords (High Intent, High Value)
| Keyword | Volume | Competition | Target Page |
|---|---|---|---|
| home services marketing consultant | Medium | High | Homepage, About |
| PE portfolio company marketing | Low-Med | Low | Homepage, Silo 2 |
| home services marketing advisory | Low | Low | Homepage |
| fractional CMO home services | Low-Med | Medium | Capabilities, Silo 6 |
| HVAC marketing consultant | Medium | High | Homepage, Silo 1 |
| plumbing marketing consultant | Medium | Medium | Silo 1 |
| home services marketing due diligence | Low | Very Low | Silo 2 Pillar |
Tier 2: Consideration-Stage Keywords
| Keyword | Volume | Competition | Target Page |
|---|---|---|---|
| home services marketing ROI | Medium | Medium | Silo 5 Pillar |
| marketing for PE-backed companies | Low-Med | Low | Silo 2 |
| multi-location home services marketing | Low | Low | Silo 3 Pillar |
| home services customer acquisition cost | Low | Low | Silo 5 |
| home services marketing strategy | High | High | Silo 1 Pillar |
| home services digital marketing agency | High | Very High | Silo 4 |
Tier 3: Awareness-Stage Keywords
| Keyword | Volume | Competition | Target Page |
|---|---|---|---|
| home services marketing trends 2025 | Medium | Medium | Blog |
| home services marketing budget | Medium | Medium | Silo 1, Cluster 1.5 |
| home services marketing KPIs | Low-Med | Low | Silo 5 |
| HVAC marketing ideas | High | High | Silo 1, Blog |
| how to scale home services marketing | Low | Low | Silo 3 |
| home services marketing automation | Medium | Medium | Silo 4 |
| home services marketing best practices | Medium | Medium | Silo 1 Pillar |
Competitor Content Gap Analysis
Based on analysis of Hook Agency, Blue Corona, Scorpion, Chief Outsiders, and Grey Matter.
High Opportunity
Medium Opportunity
| Gap Area | Opportunity | Recommended Content |
|---|---|---|
| PE-specific home services marketing | High | "Marketing Due Diligence Checklist for Home Services Acquisitions" |
| HoldCo marketing integration | High | "How to Centralize Marketing Across a Home Services Roll-Up" |
| Marketing as EBITDA driver | High | "How Marketing Investments Drive EBITDA in Home Services" |
| Executive-level strategic content | High | "CMO-Level Marketing Strategy for $10M+ Home Services" |
| Multi-brand portfolio marketing | High | "Managing Marketing Across Multiple Home Services Brands" |
| Marketing tech stack for scale | Medium | "Ideal Marketing Tech Stack for PE-Backed Home Services" |
| Post-acquisition integration | High | "100-Day Marketing Integration Plan for Acquisitions" |
| Marketing benchmarks by trade | Medium | "2025 Marketing Benchmarks: HVAC vs. Plumbing vs. Electrical" |
| Privacy-compliant local marketing | Medium | "First-Party Data Strategies for Home Services Companies" |
| AI implementation | Medium | "AI Marketing Automation: A Practical Guide for Home Services" |
Question-Based Keywords (AI/Featured Snippets)
These questions are ideal for AI assistants (ChatGPT, Perplexity, Google AI Overviews) to pull answers from:
Strategic/Executive Questions
| Question | Recommended Answer Focus |
|---|---|
| "What percentage of revenue should a home services company spend on marketing?" | 7-15% depending on growth stage; 10-20% for aggressive growth |
| "How do private equity firms evaluate marketing in home services acquisitions?" | Marketing due diligence framework |
| "What is a good cost per lead for HVAC companies?" | Average is $90.92; HVAC varies by service type |
| "How do you scale marketing across multiple home services locations?" | Centralized strategy, decentralized execution |
| "What marketing KPIs should home services companies track?" | CPL, CAC, CLV, conversion rate, ROAS |
| "How do you calculate marketing ROI for home services?" | Formula and benchmarks (email: 36-42x, SEO: 317-1389%) |
| "What is a fractional CMO for home services?" | Definition, benefits, cost ($3K-$15K/month) |
Tactical/Operational Questions
| Question | Target Content |
|---|---|
| "How do Google Local Services Ads work for HVAC contractors?" | Silo 4 - LSA overview with 2025 Google Verified changes |
| "What are the best marketing channels for plumbing companies?" | Silo 4 Pillar - Channel comparison with ROI data |
| "What is the average conversion rate for home services websites?" | 7.33% average; ranges 2.61% (construction) to 17.65% (cleaning) |
| "How much should an HVAC company spend on Google Ads?" | $1,500-$5,000/month depending on market size |
Trend/Future-Focused Questions
| Question | Key Points to Cover |
|---|---|
| "How is AI changing home services marketing?" | 70%+ contractors using AI; key use cases |
| "What are the home services marketing trends for 2025-2026?" | AI search, video, CTV, privacy changes |
| "How will privacy changes affect local home services marketing?" | First-party data strategies, Google's cookie decision |
| "What is CTV advertising for home services?" | Connected TV explanation, 98% completion rates |
| "Why is private equity investing in home services?" | Market fragmentation, recurring revenue, recession resistance |
Trending Topics 2024-2026
AI in Home Services Marketing
- 70%+ contractors now use AI for marketing
- AI adopters reclaim 4+ hours/week from admin
- 57% report AI has helped business grow
- Key uses: campaigns, content, chatbots, review response
CTV/OTT Advertising
- Streaming = 44.8% of total TV viewing
- $207.52B global OTT ad spending projected
- 98% ad completion rates on CTV
- 56% of marketers increasing CTV spend in 2025
Privacy Changes
- Google reversed cookie deprecation (July 2024)
- "User choice" model now in effect for Chrome
- First-party data = 2.9x better retention
- 1.5x higher ROI with first-party strategies
PE Activity in Home Services
- M&A deal volume 70%+ higher since 2020
- Average PE holding period now 7 years
- HVAC/plumbing multiples averaging 8.5x
- PE firms spending $500K-$800K/month on leads
Long-Tail Keyword Opportunities by Silo
Silo 1: PE & HoldCo Marketing (Strategic)
| Long-Tail Keyword | Competition |
|---|---|
| marketing due diligence checklist home services acquisition | Very Low |
| how to centralize marketing across home services portfolio | Very Low |
| marketing integration plan after home services acquisition | Very Low |
| home services marketing value creation playbook | Very Low |
| EBITDA impact of marketing investment home services | Very Low |
| multi-brand marketing strategy home services holdco | Very Low |
| marketing benchmarks PE backed home services | Very Low |
Silo 2: Marketing Strategy & ROI
| Long-Tail Keyword | Competition |
|---|---|
| home services marketing budget calculator | Low |
| cost per lead benchmarks by home services trade | Low |
| HVAC marketing ROI calculator | Low |
| home services customer lifetime value calculation | Low |
| marketing attribution model home services | Very Low |
| seasonal marketing calendar home services | Low |
| home services marketing audit checklist | Low |
Silo 3: Channel-Specific Tactics
| Long-Tail Keyword | Competition |
|---|---|
| Google Local Services Ads strategy HVAC | Medium |
| home services Google Business Profile optimization checklist | Medium |
| CTV advertising for local home services companies | Very Low |
| AI marketing automation setup home services | Low |
| review management strategy home services | Medium |
| video marketing ideas for plumbing companies | Low |
Silo 4: Scale & Multi-Location
| Long-Tail Keyword | Competition |
|---|---|
| franchise marketing strategy home services | Medium |
| multi-location SEO strategy home services | Low |
| centralized vs decentralized marketing home services | Very Low |
| marketing technology stack multi-location contractors | Very Low |
| brand consistency across home services locations | Low |
| marketing shared services model home services | Very Low |
Benchmark Data for Content
Reference these statistics throughout content to establish credibility:
Daniel Egan credentials:
- $80MM+ marketing investment managed
- $500MM+ revenue created
- 10+ years operator experience
Industry benchmarks:
- Average CPL: $90.92
- Average CVR: 7.33%
- Marketing budget: 7-15% of revenue
- PE holding period: 7 years
- EBITDA multiples: 8-15x
CPL by trade:
- HVAC: $50-$150
- Plumbing: $40-$100
- Electrical: $45-$120
- Roofing: $100-$300+
Channel performance:
- AI adoption: 70%+ contractors
- CTV completion rate: 98%
- First-party data ROI: 2.9x better
- Email ROI: 36-42x