shanedutka.com

What It Is

Shane Dutka offers Fractional CMO services for Home Services Businesses. The positioning is not simply SEO or ad management, but rather embedding into the client’s team and taking on the role of growth lead. The page makes clear that the work is centered on booked jobs, covering SEO, Google Ads, Local Services Ads, Google Business Profile, marketing attribution, conversion optimization, call center optimization, quoting strategy, brand positioning, and more.

Core Capabilities and Data

Its core value lies in combining strategy, leadership, execution, and accountability. This includes defining service mix, market expansion, and channel strategy; managing SEO, PPC, listing vendors, and CSR teams; and personally auditing GBP, fixing LSA setup issues, reducing ad waste, and building reporting dashboards. The page states that Shane has 10 years of experience in the home services industry, has generated $100M+ in revenue and 2M+ leads, and has served 13+ industries. Case examples include 200–300% growth in organic calls for HVAC, Google Ads ROAS improving to 2.0x, and 500%+ lead growth for a multi-location acquisition case. However, these figures are self-reported on the official site, with no third-party verification or full methodology provided.

Pricing and Engagement Model

Pricing is not publicly listed. The process starts with a free 30-minute Discovery Call, followed by an audit of brand, SEO, PPC, website, GBP, LSA, and lead flow. The Proposal then defines the scope, retainer, timeline, and 90-day plan. As such, this is closer to a high-ticket custom consulting / long-term retainer service than a standardized SaaS tool.

Pros and Cons

The main advantage is its very clear industry focus, covering local services such as HVAC, plumbing, electrical, roofing, pest control, cleaning, and garage doors. It also emphasizes CAC, LTV, booked jobs, and CRM revenue instead of vanity metrics such as click-through rates or impressions. It can also integrate into Slack, ServiceTitan, Jobber, GA, ad platforms, and CRMs, making it suitable for teams that already have operating systems in place. The drawbacks are that pricing, service capacity, and contract terms are not transparent; the individual consultant model may not suit clients that need a large-scale execution team; and its industry fit is much narrower than that of a general marketing agency.

Best Fit and Access from China

It is best suited for home services companies with annual revenue above $1 million that are not yet ready to hire a full-time CMO, as well as $5 million to $30 million expansion brands, PE-backed rollups, or internal marketing teams that need additional support. Access from China cannot be determined from the page, and payment methods are not disclosed. Because the service relies heavily on the Google ecosystem, U.S. Local Services Ads, and English-language markets, companies operating in mainland China would generally be better served by providers specializing in Baidu, Amap, Douyin, local lifestyle SEO, and paid acquisition.