Search behavior is local.
Customers aren’t looking for the best company in the country. They’re looking for someone who can solve the problem at their house.
Every lead has downstream economics.
A lead can become a booked call, estimate, sold job, recurring customer, or referral, or nothing.
Capacity changes the marketing equation.
Generating more demand isn’t always the answer. Sometimes the opportunity is a different service line, market, customer segment, or time period.