Spend outside your service area
City-level or radius targeting always spills. If your vans run in fourteen pin codes, every lead from the fifteenth is money you cannot convert - and it looks like a healthy CPL on the dashboard.
Home · Services · On-demand & home services
Lead generation for on-demand and home service businesses
Your marketing is online. Your service isn't - a van has to reach them, and a technician has to have a free slot. We run ads that respect both.
Book a free 30-minute auditThe category
Demand you can reach today, not demand in the abstract
We run this for on-demand services - laundry, dry cleaning and shoe care among them. The constraint is never enquiries in general. It is enquiries inside the pin codes you can service, at a volume your routes can absorb, from people who will still answer when you call back.
Why this category breaks differently
Online acquisition, physical delivery - the gap is where the money goes
Four problems that only exist when the customer has to be reachable, and the service has to be staffed.
The first order doesn't pay you back
A ₹400 pickup against a ₹350 acquisition cost is a loss on day one. It only works if they reorder - so the number that matters is payback, not cost per lead.
Demand you can't service
Unlike a school, you can't take unlimited enquiries. Scale past what the ops team can pick up and you buy yourself bad reviews at your own expense.
Intent that expires in an hour
Someone searching for a dry cleaner wants it dealt with today. Call back tomorrow and they've used whoever picked up first.
None of these show up in a cost-per-lead report - which is why cheap leads and bad unit economics so often arrive together here.
What we run
Two channels, two jobs
- Meta
Instant forms for volume
Nobody searches for a service they didn't know they wanted. Meta creates the demand - two-tap forms, first-order offer, radius-tight.
- Google
Calls from people who want it today
"Dry cleaners near me" is a decision already made. Call-only campaigns route straight to the phone, scheduled to staffed hours.
- Fencing
Serviceability fencing on both channels
Pin-code level, not city level. Spend only goes where a pickup can actually run.
- Pacing
Paced to what operations can fulfil
Demand you can't service is worse than no demand - it costs money and produces a bad first experience.
- Reporting
Past the first order
Cost per booked pickup, and where order data allows, whether the first order paid back and whether they came back. That's the only number that decides if the account works.
Who this fits
Built for anyone whose service travels to the customer
The mechanics are the same whether you're washing clothes or fixing an air conditioner: constrained coverage, capacity limits, and a first order that has to lead to a second.
- 01
Laundry & dry cleaning
Pickup and delivery, shoe care, subscription washing. Frequent repeat purchase, so payback maths decides everything.
- 02
Home cleaning & pest control
Deep cleans, sanitisation, seasonal contracts. Higher ticket, lower frequency, strong search intent.
- 03
Repairs & installation
Appliances, electricals, plumbing. Urgent, search-led, and highly sensitive to whether anyone answers the phone.
- 04
At-home personal services
Salon, grooming, physio, pet care. Slot-based capacity, which makes pacing to availability critical.
If your ads can reach someone your operations can't serve, you're paying for demand you have to turn away.
Common questions
What service business owners ask
- Meta or Google - which should we run?
- Both, doing different jobs. Meta creates demand and carries volume cheaply through instant forms. Google captures demand that already exists and delivers calls from people ready to book today. Most on-demand accounts start on Meta for volume and add Google once there's capacity to answer the phone properly.
- Our leads are cheap but half are outside our area.
- That's a serviceability fencing problem, and it's the most common one in this category. Radius targeting spills, and cities are far too broad. We rebuild targeting around actual route coverage and qualify locality inside the form, so unserviceable leads are caught at capture rather than on a wasted callback.
- We can't handle a big jump in orders.
- Then we don't create one. Budget is paced against fulfilment capacity, and can be throttled by area when routes fill up. Scaling faster than operations is how service businesses buy their own bad reviews.
- How do we know if the acquisition cost is sustainable?
- By measuring past the first order. If you can share order data - even a simple export - we can look at repeat rate and payback period, which is what actually determines whether a ₹300 customer is profitable. Without it, cost per lead is guesswork dressed as a metric.
- Do you sell leads or lead lists?
- No. Campaigns run inside your own ad account. Every lead and every call belongs to you, and none of it is shared with a competing service in your area.
Find out how much you're spending outside your service area.
Book a free 30-minute audit. We'll check your targeting against your actual coverage, look at how forms and calls are being handled, and show you what's leaking.