In this episode of Owned and Operated, John Wilson sits down with Tony Castellucci from Wanamaker to break down how home service companies should think about marketing spend at three different levels: $100K, $500K, and $1M.

Tony and John dig into what works (and what doesn’t) as your budget scales. From avoiding white noise and wasted spend, to maximizing digital safety nets like SEO, PPC, LSAs, and Google My Business, the conversation highlights how to build consistent lead flow and a strong brand presence without diluting your dollars.

They cover why seasonality matters for small budgets, when to shift toward year-round brand building, and how traditional media like TV, streaming, and selective billboards can play a role as you grow. Tony also shares agency-side lessons on attribution, cost per lead, and why marketing dilution is one of the most common pitfalls for home service owners.

If you’re looking to understand how to strategically allocate your marketing dollars — whether you’re running a $5M shop or pushing past $15M — this is a must-listen episode.

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💼 Special Thanks to First Internet Bank!

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🎙️ Host:
John Wilson

🎙️ Guest:
Tony Castelucci (Wanamaker)

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John Wilson, CEO of Wilson Companies
Jack Carr, CEO of Rapid HVAC

📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.

#237 How to Spend Your Marketing Budget: $100K vs $500K vs $1M

Owned and Operated - A Plumbing, Electrical, and HVAC Business Growth Podcast

#237 How to Spend Your Marketing Budget: $100K vs $500K vs $1M