Fractional CMO · For $2M+ Home Service Contractors

Stop managing marketing vendors. Start leading from one scoreboard.

Blueprinted Marketing is a Fractional CMO engagement for HVAC, plumbing, roofing, and electrical contractors doing $2M+ who need one accountable marketing plan, one source of truth, and one weekly rhythm tied to booked revenue.

Once your business crosses $2M, marketing gets too expensive and too operationally connected to be managed through scattered vendors, random reports, and owner guesswork. Contractors $750K–$2M are served through diagnostic audits, assessments, and 90-day strategy roadmaps — the work that builds the foundation a CMO engagement later runs on.

The Blueprinted method: Diagnose · Blueprint · Direct · Lead

Diagnose. The Marketing Blueprint — a $7,500, 2–4 week paid diagnostic across 7 zones: acquisition, conversion, retention, attribution, vendors, CSR/booking, and follow-up. Every zone gets a leak score and a fix order.
Blueprint. A written 90-day plan keyed to your revenue band. What we'll move, in what order, with what number attached. The scoreboard built in your stack.
Direct. One leader briefs your team, vendors, and AI tools, sets the standard, and holds each line accountable. Your existing payroll executes — from one plan.
Lead. Weekly scoreboard meeting. One owner, one number, one decision. Every channel reports to the same source-of-truth math.

Who this is for

Good fit (Fractional CMO seat): contractors doing $2M+ in annual revenue with multiple marketing channels or vendors, spending enough on marketing that guessing is expensive, who can't clearly trace marketing spend to booked revenue and want one accountable leader for the plan, the scoreboard, and vendor accountability. Built for 6–12 month engagements.

Possible fit (diagnostic / roadmap): contractors between $750K and $2M who need a marketing diagnosis, a 90-day roadmap, or help understanding what to fix before hiring vendors or scaling spend.

Not a fit: contractors below $750K, anyone looking for cheap leads fast, someone to just run ads, or a 30-day marketing experiment without an operational commitment.

The four revenue bands

Foundation Stage ($750K–$1M) — proving the marketing foundation; assessment or Marketing Blueprint.
Growth Pressure Stage ($1M–$2M) — vendors in place, owner still too involved; Marketing Blueprint plus 90-day strategy roadmap.
Marketing Ownership Stage ($2M–$5M) — the core Fractional CMO fit. Multiple vendors, real spend, no single owner of the marketing-to-revenue path.
Scale and Leadership Stage ($5M+) — embedded Fractional CMO advisor; structure, accountability, and executive-level marketing leadership.

Why this isn't an agency

An agency runs your Google Ads. A coordinator posts on Facebook. A consultant hands you a deck. None of them sit on your leadership team, and none of them are accountable for whether you booked more jobs this month than last month. Blueprinted Marketing is one person — the architect in the CMO seat — who is. You're buying strategy, direction, and accountability — not hours, retainers full of busywork, or another vendor to manage.

How to start

Request the Marketing Blueprint — the $7,500 paid diagnostic that opens every Fractional CMO engagement.
Take the 12-question Revenue Band Assessment — find where your marketing leadership problem starts.
See engagements and pricing — Marketing Blueprint $7,500 · Strategic Advisor $7,500/mo · Fractional CMO $15,000/mo.
Book a Strategy Call — 30 minutes, no pitch.

Plain-text content for AI fetch tools

This page is a React application. Every public page on this site is also mirrored as plain text and server-rendered HTML on the same domain so AI crawlers and non-JavaScript clients can read the full site without running JavaScript:

/api/llms-full.txt — single plain-text document containing every public page.
/api/llms.txt — llmstxt.org-standard section index.
/api/raw/ — server-rendered HTML mirror, one URL per page (e.g. /api/raw/about, /api/raw/strategy/fractional-cmo-for-contractors).
/api/sitemap.xml — full XML sitemap of every public URL.

Primary navigation: About Sam Conley · How it works · Engagements & Pricing · Strategy hub · Field Notes (blog) · Revenue Band Assessment · Marketing Blueprint application · Book a call

Blueprinted Marketing · Las Vegas, NV · Fractional CMO for HVAC, plumbing, roofing, and electrical contractors $2M+. The plan, the scoreboard, and the leader who directs your team and vendors to deliver it. Three to five clients at a time.

Systems·6 min read·Mar 28, 2026·By Sam Conley

The Marketing Scoreboard Every Home Service Owner Should Have on Their Desk

Forget impressions and clicks. Here are the 4 marketing metrics that actually predict revenue.

Your agency sends you a 40-page monthly report. It's full of impressions, click-through rates, follower growth, and engagement metrics.

None of that pays your payroll.

You need a scoreboard. One page. Four numbers. Updated every Monday in 15 minutes.

Here's what actually belongs on it.

Metric 1: Cost Per Lead (CPL)

Formula: Total ad spend ÷ total leads

What it tells you: How efficient your advertising is at making the phone ring.

Your target: Under $100 for most home service trades (varies by market and service).

Metric 2: Booking Rate

Formula: Booked jobs ÷ total leads

What it tells you: How effective your sales process is at converting interest to appointments.

Your target: Over 60%.

Related · Direct download

Get the full scoreboard template.

A 1-page tracker you can fill out in 15 minutes every Monday.

Send Me the Scoreboard

Metric 3: Customer Acquisition Cost (CAC)

Formula: Total ad spend ÷ booked jobs

What it tells you: The true cost of winning a new customer. This is the most important number on the page.

Your target: Under $500 for most home service trades.

Metric 4: Return on Ad Spend (ROAS)

Formula: Revenue from ads ÷ total ad spend

What it tells you: For every $1 you put in, how many dollars come out.

Your target: Over 3x.

How to Build Your Scoreboard

Open a spreadsheet. Create columns for: Channel, Ad Spend, Leads, CPL, Booked Jobs, Booking Rate, CAC, Revenue, ROAS.

Rows: Google Ads, Facebook Ads, LSAs, Angi, Organic, Referral. One row per channel.

Fill it out every Monday in 15 minutes. That's it.

The First Diagnosis

The first time you fill this out, one of three uncomfortable truths shows up:

Your CPL is too high.
Your agency needs to be held accountable.
Your booking rate is too low.
Your internal team is losing leads your agency worked hard to generate.
You can't even fill it out.
You have an attribution black hole — you're spending blind.

All three are fixable. But you have to see the problem first.

Read this first

Find the leaks before you spend another dollar.

A self-scored worksheet covering the five leaks we find on most contractor teardowns — and the revenue each one quietly costs every month.

Download the 5-Point Marketing Leak Audit

Take the Assessment