What does a real 30% growth plan look like for a $3M home service contractor?
In this episode, Mike Stiers and Anthony Brown walk through the math behind taking a $3,000,000 business to $3,900,000 in 1 year using real KPIs, funnel math, and budget allocations.
You will learn how to reverse engineer your numbers from your revenue goal, and build a marketing plan based on where you are going, not what felt comfortable last year.
We break down the core "engine" KPIs every contractor needs visibility on (set rate, run rate, bid rate, close rate, average ticket), then we work the funnel backwards to show exactly how many sales, appointments, and leads you need to hit the target...
Then we connect it to the money: cost per lead, average dollar per lead, ROAS, and what a healthy, scalable mix can look like across SEO, Meta, Google Ads, and LSAs.
If you are around $3M and growth feels stagnant, this is your episode.
Important Timestamps:
01:20 The truth: "You don't have a marketing problem, you have a control problem"
02:20 The commitment rule: budget off next year's goal, not last year's comfort
03:30 Marketing % range for growth
05:15 The engine KPIs that actually steer the business (with formulas)
21:10 Meta as a support channel (branding, remarketing, lead gen realities)
25:00 Google demand capture: why Search + LSAs matter most at the bottom of funnel
28:30 When to reallocate between Google Ads and LSAs
34:10 The weekly dashboard contractors should actually watch
36:20 The warning: marketing does not fix missed calls or weak close rate
39:00 Forward-looking budgets: why "10% of last year" keeps you stuck
42:00 The payoff: when growth is done right, your marketing % usually drop
Connect with the hosts:
Mike Stiers on LinkedIn: https://www.linkedin.com/in/michaelstiers/
Anthony Brown on LinkedIn: https://www.linkedin.com/in/anthony-brown-419009106/
Learn more about the Contractors Edge approach to data-driven marketing and the home service industry at www.yourcontractorsedge.com.
You can also plug your numbers into our KPI Calculator on the site to see exactly what your lead, appointment, and sales targets should be.
Sponsored by Greenbaum Stiers Strategic Marketing
The all-in-one marketing solution for growth-minded home service contractors and business owners.
Learn more at www.greenbaumstiers.com
