n this episode of Home Service Marketing Pros, hosts Joe Burnich and Mike Mancini tackle one of the most common — yet confusing — questions home service pros face: “How much should I spend on marketing?”

They break down practical budgeting strategies for every stage of business, from brand-new startups to established multi-truck operations. Whether you’re an electrical Contractor, HVAC tech, pressure washer or carpet cleaner, this conversation will help you set up a sustainable marketing plan that grows your business without draining your wallet.

Key Topics Covered

• The 10% Rule: Why allocating 10% of your revenue to marketing can keep your business healthy and growing.
• Adjusting for Your Stage of Business: What to do if you’re just starting out vs. already established.
• Referrals Aren’t Enough: Why relying solely on word-of-mouth will eventually stall your growth.
• Budgeting Habits: How to set up a dedicated savings account for marketing and make it automatic.
• Hustling Without a Budget: Proven ways to market your services for free — from door hangers to partnerships and community networking.
• Avoiding the Comparison Trap: Why chasing “big competitors” can lead to overspending and burnout.
• Smart Scaling: How to reinvest wisely as you grow and when to slow down or ramp up your ad spend.

Real-World Advice:

Joe and Mike share personal experiences from their own service businesses and marketing agencies, revealing both the wins and the lessons learned. Their bottom line? Marketing never stops — it just evolves.

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

In this episode of Home Service Marketing Pros, hosts Joe Burnich and Mike Mancini break down one of the biggest frustrations for home service businesses — when Google seems to ignore or “hate” your business listing. They explain why your Google Business Profile (formerly Google My Business) may not be ranking in the local map pack and what you can do to fix it.

Key topics include:

• Why your business address plays a huge role in whether you rank or not.
• The major problems with using PO boxes, UPS mailboxes, or virtual office addresses.
• The truth about home addresses and why hiding them can still help you rank.
• The difference between Google Ads and SEO — and why they don’t impact each other.
• How Google decides which businesses appear near the city center (centroid bias).
• The importance of updating your profile regularly, uploading real photos, and engaging with reviews.
• Why consistent address and citation information across your website, Yelp, and other directories matters.

Joe and Mike also share insider data from over 100 businesses and real-world experiences to help you understand what Google really wants to see from legitimate home service pros.

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

In this episode of Home Service Marketing Pros, Joe Burnich and Mike Mancini reveal a simple, free marketing tool that saved Mike’s clients over $6,000 in one month — and could save home service pros thousands more.

They dig into one of the biggest mistakes contractors make: not tracking their leads. Mike explains how 9 out of 10 home service businesses fail to track where their calls and leads come from, leading to wasted ad spend and missed opportunities. The duo shares practical ways to fix it, including using tracking phone numbers, CRMs like ServiceTitan or Housecall Pro, and a free Google Sheets lead tracker that Mike created (download link in the episode notes).

Listeners will learn how to:

Identify which marketing channels actually make money.

Stop wasting thousands on ads that don’t perform.

Set up simple tracking systems that anyone can use.

They also discuss CallRail for call tracking, how to assign numbers to your website, ads, or even business cards, and why tracking gives smaller companies a huge edge over big competitors.

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini

In this first episode of Home Service Marketing Pros, Joe Burnich and Mike Mancini share their backgrounds running service and marketing businesses, establishing credibility in SEO, web design and Google Ads. They emphasize that Google search and ads consistently outperform social media for home service companies because Google captures intent-based customers actively seeking help, while social media leads are often low-quality and hard to convert. The hosts set the stage for future episodes with niche-specific strategies, ROI tracking tips, and actionable marketing tactics for electricians, HVAC, cleaning companies and other service pros.

Visit Joe at: https://bigwestmarketing.com/
Or his Youtube at: https://www.youtube.com/joeburnich

Visit Mike at: https://www.mancinidigital.com/
Or his Youtube at: https://www.youtube.com/@MikeMancini