One partnership covering demand generation, sales infrastructure, operations, technology, and human capital — built specifically for residential and commercial service businesses.
Penrose Growth works with residential and commercial service businesses across the United States.
Penrose Growth is a home services marketing and growth agency covering our services — marketing, lead generation, local SEO, Google Ads, sales infrastructure, operations, ServiceTitan and CRM implementation, recruiting, and EOS — for HVAC, plumbing, roofing, construction, landscaping, restoration, and commercial service companies.
Growth and operations as one system
Our services divide into two halves that only work together. Growth covers everything that creates and converts demand: paid search and Local Services Ads, paid social, local and organic search, websites built around booking, reputation systems, and lifecycle marketing. Operations covers everything that determines whether that demand turns into profit: CRM and ServiceTitan implementation, operating cadence and EOS, SOPs and incentive design, hiring, and reporting.
Most engagements use both because the constraint moves. A company that needed leads in the first quarter often needs capacity and close rate in the third.
Demand: paid search, LSAs, paid social, local SEO, and content
Conversion: websites, speed to lead, in-home sales, and follow-up
Retention: reviews, memberships, email, and reactivation
Infrastructure: CRM, ServiceTitan, dashboards, hiring, and EOS
What a home services marketing agency should be accountable for
Most contractors have already hired a marketing agency and already have the scars: leads that never became appointments, dashboards full of impressions, and no clear answer on cost per booked job. The standard we hold ourselves to is different. Every channel we run — Google Ads, Local Services Ads, Meta, local SEO, and organic search — is measured against booked jobs, booked revenue, and margin, and every account is owned by you.
That is also why marketing services and operations services live under one roof here. Lead generation for contractors is only worth funding when dispatch, speed to lead, follow-up, and close rate can absorb the volume. When they cannot, the fastest revenue win is usually operational, not another campaign.
Cost per booked job and booked revenue by channel, not cost per lead
Speed to lead and follow-up tracked inside your CRM or ServiceTitan
Close rate, average ticket, and gross margin reviewed every month
Ad accounts, websites, tracking, and data owned in your name
How we sequence the work
Sequencing beats breadth. We fix measurement first, because decisions made on bad attribution are expensive. Then we address the binding constraint, whether that is demand, conversion, capacity, or margin. Compounding assets such as organic search and content run in parallel from the start, since they take months to mature and should not wait for the urgent work to finish.
Fractional leadership and project work
Not every company needs a full-time CMO or COO to make the next move. Fractional leadership gives you senior ownership of marketing or operations at a fraction of the cost of the hire, often as a bridge until the role is justified. Defined projects — a website rebuild, a CRM migration, an EOS rollout — are also available on their own when a single outcome is the priority.
Frequently Asked Questions
What services does Penrose Growth offer service businesses?
Penrose Growth delivers integrated growth and operations: paid media (Google Ads, Local Services Ads, Meta), SEO and local SEO, website and brand, lead generation, CRM and ServiceTitan implementation, EOS, recruiting, and KPI reporting — all under one partnership.
Do you work as an agency or as an embedded partner?
We work as an embedded operating partner. Instead of shipping deliverables in isolation, we sit inside your growth and operations functions and are accountable to booked revenue and enterprise value.
Can we start with just marketing and add operations later?
Yes. Most engagements start with the highest-leverage constraint — usually demand generation or sales infrastructure — and expand into operations, technology, and human capital as the business scales.
Which industries do your services apply to?
Residential and commercial service businesses: HVAC, plumbing, roofing, construction, electrical, landscaping, restoration, cleaning, pest control, solar, and adjacent trades.
What does a home services marketing agency cost?
Scope drives cost. A single workstream such as Google Ads or local SEO management sits well below a full growth-and-operations partnership. Every engagement is scoped against booked-job economics — cost per booked job, close rate, and average ticket — so the fee is measured against revenue, not hours.
Do you offer lead generation for contractors as a standalone service?
Yes. Lead generation for contractors — Google Ads, Local Services Ads, Meta, and local SEO — can run as a standalone workstream. Most owners expand it once speed to lead, follow-up, and close rate become the limiting factor.
Can you take over an existing marketing agency relationship?
Regularly. We audit the existing accounts, keep what is producing booked jobs, and rebuild the rest. Ad accounts, CRM instances, websites, and reporting are held in your name from day one.
How quickly do service engagements produce results?
Paid media and sales infrastructure typically move within 30–60 days. SEO and operational systems compound over 6–12 months. We set channel-level expectations before we start.