Field Service Marketing That Works in 2026

Most marketing advice for trades is written by agencies who have never run a van. This guide only covers tactics tested by real cleaning, HVAC, and plumbing companies, so every hour and pound you spend has a measurable return.

Google Business Profile domination

GBP drives more qualified leads than any other channel. Set it up properly:

Fill in every field (hours, service areas, description, attributes) and upload 50+ fresh photos. Google rewards active profiles by ranking them in the local three-pack.

Local SEO that actually works

Dominate organic search in your service area.

• Build location pages for each city/postcode you serve with case studies + testimonials.
• Ensure NAP consistency across your site, GBP, Yell, Checkatrade, and Chamber listings.
• Earn backlinks by partnering with local chambers, suppliers, and homebuilders.

Word-of-mouth systems

Don’t leave referrals to chance. Automate them.

• Install a “proof-of-progress” photo workflow to justify premium pricing.
• Send thank-you + review requests within one hour via SMS/email.
• Offer a £25 account credit for any referral that books a job.

Customer retention & maintenance plans

Recurring revenue stabilises your calendar.

• Create seasonal service plans (biannual HVAC tune-ups, monthly cleans, annual plumbing inspections).
• Use Toolfy tasks to remind techs to schedule maintenance before certificates expire.
• Send the follow-up schedule below after every job.

Reviews + referrals

Set a KPI for “review requests sent” and inspect it weekly.

• Ask before you leave while the customer is thrilled.
• Send the direct review link via SMS + email. Follow up once at 48 hours.
• Respond to 100% of reviews (good + bad) in under 48 hours.

Content & social proof

Weekly proof builds trust:

• Document jobs (before/after, customer quotes) and post on Facebook/Nextdoor.
• Turn every install into a one-minute case study video on your website.
• Use ROICalculator below to show value in proposals.

Smart paid advertising

Use paid channels surgically:

• Run Google Ads on exact/phrase match high-intent keywords (see CTA article).
• Limit Local Services Ads to postcode clusters you can service fast.
• Retarget website visitors with testimonials + seasonal offers.

Networking & partnerships

• Partner with estate agents, landlords, or builders to swap leads.
• Join the local Chamber of Commerce for backlinks + networking.
• Attend BNI/BNI-style breakfasts with a clear referral ask.

Tracking what works

Make every marketing channel prove its worth. If a tactic doesn’t produce £3 for every £1 spent, optimise or cut it.