The industries I knowwell enough to be useful.
I do not claim to understand every industry. The marketing works the same way underneath. Knowing what a customer is thinking when they search, what a lead is worth, and how the job gets sold is what separates a campaign that produces work from one that produces clicks.
These are the ones whereI know the answerswithout asking.
Home services and trades
The largest group of clients I work with. Urgent searches, high job values, and a sales process that lives on how fast somebody calls back. Home services and trades in Winnipeg
Contractors
General contracting, renovation and construction. Longer sales cycles, larger jobs, and a buyer comparing three quotes and reading reviews for a week before deciding. Marketing for contractors
Plumbers
The most search-driven trade there is. Emergency work at 2am and planned work booked weeks out, and the marketing for each is different. SEO and ads for plumbers
HVAC
Brutally seasonal. Furnace calls in November, air conditioning in June, and a maintenance business in between that most companies never build. HVAC marketing
Everyone else
Clinics, salons, auto shops, professional services, retail. I work with plenty of businesses outside the trades. The pages above exist because those four have specific enough patterns to write about. Tell me what you do
What changes by industry.
Little in the mechanics. A lot in the details that decide whether it works.
What a lead is worth. A drain clearing and a furnace replacement cannot be bought at the same cost per lead, and a campaign built without that number is guesswork.
How urgent the search is. Somebody searching “emergency plumber” converts within minutes. Somebody searching “kitchen renovation ideas” is nine months out. Same industry, different campaign, different page, different follow-up.
Seasonality. HVAC spends differently in October than in April. A flat annual budget wastes money in the quiet months and runs out in the busy ones.
How the job closes. Trades close on the phone. Contractors close after a site visit and a written quote. That changes what the website has to do and what the follow-up sequence has to say.
The work underneath
Not on the list?
Most of my clients are not on it either. Tell me what you do and what a job is worth to you, and I will tell you whether the pattern I know transfers or whether you want somebody who lives inside your industry.