The Cost of Running Tactics Without a Marketing Strategy
We just need more leads!!
Tactics Without Strategy = Wasted Money
Tactical marketing is like putting gas in a car with no destination. You’ll spend money, burn time, and go nowhere fast.
Here’s what the data shows:
Businesses that document a marketing strategy are 538% more likely to report success than those that don’t.
Source: CoSchedule’s State of Marketing Strategy Report
A 2023 HubSpot study revealed that 72% of companies without a clear strategy say they struggle to measure ROI.
Companies using strategy-first marketing frameworks see a 13% higher conversion rate and 33% lower customer acquisition cost (CAC).
Case Study: The $20K Pay-Per-Click Sinkhole
One of our clients—an HVAC company in southern Tennessee —came to us after spending over $20,000 on Google Ads in less than 6 months. They were getting clicks, sure. But the leads weren’t qualified, and the phone wasn’t ringing.
They were running PPC, dabbling in SEO, and posting on Facebook weekly… but with no cohesive strategy tying it all together.
What We Did:
- We paused all ad spend temporarily.
- Audited their customer journey, from first click to final invoice.
- Created a strategy focused on high-converting services (AC tune-ups and emergency repairs).
- Rebuilt their Google Ads campaign around those core services.
- Added clear conversion paths on the website (click-to-call buttons, form tracking).
- Launched a local SEO campaign to support long-term growth.
The Results (in just 90 days):
- Lead-to-sale conversion rate increased by 52%.
- Cost per lead dropped from $116 to $42.
- Monthly call volume increased by 73%, with zero increase in total ad spend.
All because we stopped chasing tactics and started building from strategy.
What a Strategy-First Approach Looks Like
A real marketing strategy isn’t a to-do list. It’s a decision-making framework that aligns your message, audience, and platforms. For home service businesses, that typically includes:
- Identifying your ideal client
- Clarifying your core difference
- Building a trust-building website
- Using SEO + Google Business Profile for discoverability
- Running paid ads that reinforce the strategy—not replace it
- Building reviews, referrals, and repeat customers
When all your tactics support a shared goal, marketing gets simpler—and way more effective.
The Real Cost of “Just Trying Stuff”
Let’s do some back-of-the-napkin math.
$1,500/month in PPC that’s not converting = $18,000/year
A website that’s not mobile-optimized = 40% bounce rate on mobile traffic
Low-quality leads wasting your team’s time = lost jobs and revenue
No system to collect reviews = fewer new customers from local search
Total potential loss: $30K–$60K annually, conservatively. All from marketing that wasn’t grounded in a strategy.
Final Thoughts: Don’t Just Market—Market Smart
If you're throwing tactics at the wall to see what sticks, you're not marketing—you’re gambling.
A clear, documented strategy doesn’t just give your business direction—it gives every dollar you spend a purpose.
At Edgewood Solutions, we help home service businesses build marketing that actually works. That starts with strategy.
Ready to stop wasting money and start building momentum?
📞 Let’s talk. Book a free strategy call today.
