Owned and Operated - A Plumbing, Electrical, and HVAC Business Growth Podcast #241 What Would YOU Do With $1,000,000 in Marketing?
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Sep 11, 2025 In this discussion, Ethan Wright from Service Scalers, a digital marketing agency specializing in home service growth, joins John Wilson to tackle the intriguing question of maximizing a million-dollar marketing budget. They emphasize prioritizing lead generation and discuss the breakdown between demand capture and generation. The duo warns against spreading budgets too thin and highlights the importance of focusing on a few proven channels. Listeners will gain insights into budget allocation strategies and discover the vital interplay between brand marketing and lead management.
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Lead Generation Comes First
- The first priority for any marketing budget is lead generation; without leads, nothing else in the business can run.
- Allocate heavily to channels that actively deliver appointments before spending on broad branding.
Avoid Budget Spread; Scale What Works
- Avoid spreading budget thinly across many unproven tactics; instead, 'beat the horse till it's dead' on winners.
- Test, then scale winners rather than launching many new channels at once.
We Ran LSAs Until They Peaked
- John shares they ran LSAs until spend reached $80–100k/month and relied heavily on that channel.
- They prioritized buying leads over diversifying when the channel kept delivering.