Service Industry Rollups
Acquire the company. Fix the marketing. Grow the revenue.
Service industry rollups — whether in home services, healthcare, or professional services — follow a predictable pattern. You buy companies with strong local reputations and weak marketing infrastructure. The value creation thesis depends on centralizing operations and growing revenue, but marketing often gets bolted on as an afterthought. We help rollup platforms build scalable marketing systems from day one, so each acquisition gets integrated faster and starts growing sooner. Our fractional CMO model is built for exactly this kind of multi-location engagement.
The Marketing Challenge in Rollups
Every Acquisition Brings a Different Marketing Mess
Company A spent $3K/month on Google Ads managed by the owner. Company B has a nephew running their Facebook page. Company C has not updated their website since 2019. Company D hired a local agency that charges $5K/month for social posts that generate no leads. There is no consistency, no tracking, and no way to compare performance across the platform.
Brand Integration Without Losing Local Trust
Do you rebrand acquisitions immediately? Keep the local name? Use an endorsed brand strategy? The answer affects marketing, SEO, customer retention, and employee morale. Get it wrong and you lose the local reputation you just paid a premium for.
Scaling Marketing as You Acquire
You closed 3 deals this year and plan to close 8 next year. Your marketing infrastructure needs to absorb new companies smoothly — website migrations, ad account consolidation, CRM integration, local SEO setup. Without a repeatable playbook, each acquisition is a fire drill that delays revenue growth by months.
Proving Marketing ROI to Investors
Your investors want to see marketing contributing to same-store revenue growth and accelerating the integration timeline. They do not want to hear about impressions or follower counts. You need marketing metrics that translate directly to the financial model — CAC, revenue per location, payback period.
How We Help Rollup Platforms
We build the marketing layer of your integration playbook. Repeatable processes, centralized systems, location-level tracking.
Integration Playbook Development
We build a step-by-step marketing integration playbook for new acquisitions — brand strategy, website migration, Google Business Profile claiming, ad account setup, phone tracking, CRM migration. For a home services rollup doing 6 acquisitions per year, we cut the average marketing integration time from 5 months to 6 weeks.
Centralized Marketing Operations
One CRM, one analytics platform, one reporting framework, one ad management system — shared across all locations with location-level granularity. Each company in the platform gets its own performance dashboard, and leadership gets a portfolio-wide view. No more asking 12 companies for 12 different reports.
Location-Level Growth Programs
Once the infrastructure is in place, we deploy proven growth campaigns at each location — local SEO, Google Ads, review generation, referral programs. These are templated but customized for each market. One platform grew average location revenue by 28% within 12 months of completing their marketing integration.
M&A Marketing Due Diligence
Before you close the next deal, we evaluate the target company marketing — what assets have value, what liabilities exist, how much investment is needed post-close, and what the realistic marketing-driven growth opportunity looks like. Better information means better deal pricing and faster integration.
The Numbers
Average marketing integration time (down from 5 months)
Average location revenue growth in 12 months
Unified reporting platform across all locations
Of acquisitions follow the same playbook
Build Your Rollup Marketing Engine
Tell us how many companies are in your platform and how many acquisitions you plan this year. We will show you what a scalable marketing integration playbook looks like for your specific situation.