Fire Digital Marketing

16/03/2026

11/12/2025

If your home services ads aren’t profitable… it’s probably not because of your marketing or sales process.

The #1 reason comes down to a single number, that you can easily change…

I recently discovered this simple shift that takes home services business advertising from “can’t get ahead” to “can’t hardly lose.”

Here’s how it started:

“I don't know when I'm going to win…

But I know what's going to happen when I lose…

So I can limit my risk, and this is how I consistently make money”

A successful gambler and stock trader said these words to me, and they hit like a ton of bricks…

Because after 2 years of advertising for home services companies, I still couldn’t figure out WHY some clients crush it and others always struggle.

We were running the same types of campaigns in similar markets…

But sometimes they took off like a rocket, and other times the results were flat as a pancake.

So I reached out to my gambler friend - who never seems to lose - and I asked his advice…

And what he showed me instantly changed how I looked at my clients…

Because it gave me the tool I needed to see which businesses could profit from ads, and which would surely fail.

It’s a simple math calculation known as the “Risk to Reward Ratio”.

What it does is show how many dollars you need to put into an advertising campaign to make a profit.

And once you know how to calculate the risk to reward ratio for your business…

You’ll know if you can scale up your advertising with confidence…

And what to change to lower the risk if it looks too high.

I’ve put the whole thing together in a 12-minute training and created a custom Google Sheet calculator to plug in the numbers for your business.

You can watch the training right here in this post.

If you want to grab the calculator for your own home services business, just send me a DM and I’ll give it to you for free.

Don’t risk spending any more money on Facebook or Instagram ads until you watch this.

It will change the way you approach marketing for your home services business…

Save you a lot of wasted time and money…

And potentially give you a clear roadmap to scaling up to 1, 2, or even 3 million dollars p

17/10/2025

I launched a reactivation campaign for one of my clients yesterday.

We started with SMS only, and we've gotten already 5 reactivated leads who've said yes, I still would like to find out more, would like to get a price, would like to get a call out, which is a really good result.

Cost to do that reactivation campaign is probably about $10 in total. because the actual per S MS costs are so low and, it just makes total sense to do these regularly.

So we're gonna actually launch some more campaigns with SMS and email today, and I reckon they'll pick up some new business.

And when you look at the average deal for something like a contractor of being around $50,000, all you need is one sale for it to be massively profitable.

So if you have a lead list sitting around, you haven't done something with recently, send them an email, send 'em an SMS and make some money.

16/10/2025

Something I've been seeing in my home service clients ad accounts recently is the increasing need for more ads.

The campaigns I was running a year ago, typically I'd have 10 ads in the campaign.

These days it can be anywhere from 30 to 50 between top, middle, and bottom of funnel to get similar results.

And I think that's been true across the board, but mostly the advertising people are talking about this are in more online business niches like coaching, consulting, et cetera.

And I'm finding even now for my local business clients, unless I put a lot of ads at the ads manager, the cost really tends to be way higher.

And the just the speed at which leads start dropping in is much, much slower.

So what that means for me is. Is that I'm just writing more and more ads at the beginning of a campaign now for new clients, and I have to push my clients a little bit harder to record more ads and they're all running their business.

So it is a little bit stressful when I send them a script sheet with 50 different ads to record... but the ones who make the effort are seeing better results, and they're seeing campaigns that last longer.

And that's what I also find as well, is I prefer to start the campaign with a big bunch of ads rather than just adding on 2, 2, 2 at a time.

It doesn't seem to have the same effect as when you launch with a big chunk and then just keep on trickling more on top of that over time.

Simple observation if you're running ads for a local business:

You should be running video, which is all I do these days, and you need more ads than you think you do.

15/10/2025

The local home service business owners I work with tend to be people who haven't had much experience on camera before.

Oftentimes they'll feel uncomfortable about it at first -

But when I explain to them that the best possible advocate for their business is them because of self-belief and having skin in the game, they get it.

Even if there's a little bit of hesitation, ums and ahs and that kind of thing in the script, I can easily clean that up in the edit.

And even without a polished professional delivery, people do engage with those videos because the authenticity is there.

It's a real person.

It's somebody from their local community.

They know that you're going to speak things in a plain way and they'll be happy to hear it like that.

They're not expecting you to be Brad Pitt.

In fact, it's the opposite.

When it's too polished and professional you look more like an advertiser or a marketer and trust goes down.

The ads I find that do best are very simple and tend to look more like an off the cuff reel, like this one.

So if you've been thinking about running video advertising or just doing video content for your local home service business, but you felt like you are not polished or professional enough to actually deliver them?

Just don't worry about it.

Write yourself a simple script.

There's so many frameworks out there, they're easy to grab.

Grab Laurel Portie's book: 'Super Duper Profitable Advertising'.

Write yourself a simple script.

Get yourself on the camera.

Record the damn thing.

There's lots of free editing software you can use like Cap Cut that will help you clean up any mistakes.

And even if you leave some of those in, people don't care.

Just get your message out there.

Get seen in your local community.

Start to become more visible.

14/10/2025

When I'm talking to my clients, one of the hardest things for them to accept is the importance of speed to lead.

People who work in home services generally think it's okay to call the lead back later that day, or even the next day, and that it's okay for there to be a bit of lag time between speaking the first time and giving them an estimate and a timeline for their job (together with a way to pay a deposit).

What I've found is this:

on social media advertising, the minute somebody clicks on an ad for a particular service, they are going to see a lot more ads for that service within the next 24 hours after that first click.

So it's really important for you to call them instantly, because general rule of thumb is the first person who talks to that lead will get their business.

So responsiveness is key.

We live in a convenience culture.

People are used to next day Amazon deliveries, so there's no reason why you shouldn't be calling them back within 30 seconds.

13/10/2025

What you don't realize as a business owner is how invisible you are unless you're constantly promoting.

If all you're relying on is your existing clients to talk about you and send you referrals or family and friends to promote you to people they know?

You'll be waiting a long time to grow.

You have to proactively take this thing by the neck and give it a good shake and make it happen for yourself, because nobody else is gonna push it forward.

12/10/2025

Ideal day to post this video I recorded during the week:

"One of my home services clients just asked me if he should call leads on Sunday so here's the advice I gave him:

If the lead was generated on Sunday and you have an opportunity to call that lead back within 30 seconds to five minutes of that lead being generated on Sunday, absolutely instantly call them back.

If the lead was generated on a Friday or Saturday, I wouldn't be calling them on Sunday.

Sunday is still considered a day of rest by many people, and if you call them up unexpectedly they may not like it... but if the lead was generated on Sunday and you instantly call them, they are far more likely to be impressed by your responsiveness than they are to be annoyed by you calling them on that particular day.

So just go for it."

11/10/2025

Most home service businesses are completely invisible, even in their local community...

Unless there's somebody in the company - ideally the founder - who is constantly trying to promote that business and put it out there.

You may already be requesting referrals off your clients.

You may be collecting reviews to put on your Google business profile...

(If you're not, that's the first thing you should do! Just close this tab and start doing that now)

You may be posting in local groups on Facebook.

You may be putting content on your profiles.

But you do need some way to be seen and visible in your community every day, because people forget things quickly.

You have to stay top of mind.

You never know what day somebody's gonna need you, and you need to show up on that day so they can have an opportunity to reach out and contact you.

Nobody else is gonna do this for you.

It's got to be you.

10/10/2025

Static ads are the most popular type of ad that local businesses run, but because everybody's doing it, it's very hard to make them stand out from the crowd.

I look at most local business advertising and it's very flat.

There's nothing distinctive about it.

Maybe there's a special offer or a discount price, which I don't like.

There's usually just some flat image and text, which would work okay if it wasn't what everyone else was doing, using the same five Canva templates.

What always makes you distinctive and doesn't require a lot of extra effort, it's just to put your own face on camera.

Your individuality is something that can't be replicated by others.

And if you are a good, honorable person who takes pride in your work, that'll show through when you speak about your business on camera.

People will relate to it, they'll connect to it, and they'll take the opportunity to reach out and contact you.

So get over your fear and just get out there and start putting your face and your voice on social media.

Start with content and later on if you want to do ads, you're welcome to reach out and contact me for a chat.