How to Market Your Home Services Business: Insights with Danny Leibrandt

Are you a home services business owner wondering whether to take your marketing in-house, hire an agency, or handle it yourself? I interviewed Danny Leibrandt, founder of Pest Control SEO and , to get his insights on this common challenge.

Danny explained that as companies grow, hitting the $10 million mark, they often want more control. They consider hiring a marketing director, dedicated SEO specialists, and Google Ads experts. They also prefer having their own team produce on-site content to reflect their unique identity.

For smaller businesses earning under $1 million, that approach may not be affordable. Instead, it might make sense to start with an agency. But regardless of the path chosen, the first priority is often setting up local service ads (LSAs).

Leveraging Local Service Ads for Success

When it comes to marketing home services, one of the most straightforward and effective tools is local service ads (LSAs). Danny emphasized that LSAs are designed to be simple to implement. They pull from a company’s Google Business Profile, using reviews, photos, and service details to create a trustworthy presence. While some agencies may say otherwise, Danny has seen LSAs drive strong results on their own, especially for industries like plumbing, roofing, and pest control.

To make LSAs even more effective, Danny suggested involving the in-house team. Technicians on-site can capture reviews and photos, which are not only useful for LSAs, but can also be repurposed into blog posts and other content. By equipping technicians with a straightforward review collection process, companies can create authentic, real-time feedback that benefits both LSAs and their overall online presence.

What’s great about this approach is that the review is left directly from the customer’s phone, under their account, and tied to their location. This sends clear signals to Google, confirming it’s a legitimate review. Google’s recent emphasis on “experience” makes real customer reviews more valuable than AI-generated or agency-driven content.

Photos and videos are also crucial, yet many companies overlook them. You don’t need professional equipment, just a smartphone and a commitment to authenticity. Real videos often perform better because they come across as more relatable. People value authenticity, and it helps build trust.

Real reviews and genuine content from your team, captured in the moment, strengthen your local search presence. You don’t need a big budget or fancy gear, just a consistent focus on showing the everyday work you do.

My friend Greg, who runs Excel Concrete Coatings in Wisconsin, has plenty of floor photos on his Facebook page and blog. But without a story, they’re just pictures. Danny explains that a good story involves a real person and their journey, like a Disney movie. There’s a narrative behind it, not just a snapshot.

Building Trust and Reputation Locally

One of the simplest ways to produce genuine, effective content is to use what’s already at hand. I sat in central London, grabbed my iPhone, placed it on a tripod, and recorded. The setup was simple, and the content felt authentic.

Your first few videos might be shaky or poorly lit. The goal to create and share content consistently. Most companies don’t have any meaningful content, so the bar is low.

Social media will show your content to people who care about your services. You don’t need millions of views; you need the right people to find you and feel connected. Authentic, consistent content builds trust and helps grow your business.

Home service businesses compete locally. In many areas, keyword difficulty is low, and ranking isn’t hard. By collecting reviews, capturing photos and videos, and managing local service ads, you can take control of your marketing. VAs can help, but you need to be involved, answer calls, gather reviews, and ensure your ads are well-run.

Richard McClure at Fox Heating and Air, a local business in Forney, Texas, shows how local companies can stand out. Neelson Silva of Master Touch Pools in Fort Lauderdale is another example. He’s well-known in his community and runs a $16-million-a-year pool company. His digital presence reflects his reputation and expertise.

You don’t need to reinvent the wheel. Collect reviews, maintain your Google Business Profile, use local service ads, and create location pages. These proven strategies apply to any home service industry. if you take Danny’s pest control course, you can learn from his years of experience and the insights he’s gained from hundreds of successful business owners.

Focus on authentic content and local relationships. That’s how you succeed in home services.