Contents
1 · The Client in One Page
Rocket Service Pros — multi-trade residential and commercial home services company serving the Detroit metro and Southeast Michigan. Five trades under one roof: HVAC, plumbing, electrical, appliance repair, and refrigeration. Claims 40+ years of operational history under predecessor brands (Ultra Plumbing, MODOC Mechanical); rebranded as Rocket Service Pros in 2024–2025. LinkedIn entity founded 2021, 11–50 employees. Headquartered in Livonia, MI; member of the Livonia-Westland Chamber of Commerce. Positioning: "Care for Your Home. Service for Your Family." — local, neighborly, transparent pricing. 24/7 emergency service is a core differentiator.
New account context: Onboarded 2026-01-23. No Supabase snapshot data yet. The stat grid below blends BigQuery-confirmed paid media figures (90-day actuals as of 2026-04-13) with researched revenue estimates. All estimated figures are flagged — treat them as working hypotheses, not ground truth.
Google Ads Spend (90d)
$35.4K
$11,789/mo confirmed · BigQuery 2026-04-13
Google Ads Clicks (90d)
3,565
$9.92 CPC · 6.83% CTR · 385 conversions
Meta Ads Spend (90d)
$19.4K
$6,471/mo confirmed · 1.10% CTR · attribution unmeasured
Est. Annual Revenue
$1.5–3.5M
Researched estimate — no internal data confirmed
Google Reviews
0 confirmed
51 total across Birdeye/Yelp · not on Google Maps
Avg Review Rating
4.9 / 5
48 Birdeye reviews · strong field service quality
Blended Avg Ticket
$350–600
Estimated · installs skew much higher ($5K–$15K)
CRM / Attribution
Unknown
No confirmed CRM · booking + close rates unmeasured
Business model
Fee-for-service residential and commercial: emergency repairs (24/7), scheduled repairs, installs/replacements, and maintenance tune-ups. Five trades (HVAC is the highest-ticket category at $5K–$20K for installs; plumbing is the highest lead-volume category). Maintenance plans exist but are not publicly marketed. Actively hiring an Account Manager ($75K–$95K) to target property management B2B contracts — a stated strategic priority.
Seasonality (Michigan climate)
Extreme seasonality: Winter Peak (Dec–Feb, 1.3–1.5× index) driven by furnace failures and frozen pipes; Summer Peak (Jun–Aug, 1.1–1.3×) driven by AC installs; shoulder periods are maintenance-heavy. We are currently in the Spring Prep window (Mar–May, 0.9–1.0×) — maintenance marketing should be in full swing.
Key differentiators
- 5 trades under one roof — most Detroit competitors offer 2–3
- Published pricing tiers ($199 / $299 / $399) — rare in the category
- "Repair-first philosophy" — builds trust, documented brand pillar
- Background-checked technicians, clean-home guarantee
- 24/7 emergency response — first-mover advantage on emergency calls
Competitive context
Primary threat: Whitney Services (multi-state, price-guarantee positioning, 0% APR financing, membership club). FLAME also offers financing on installs. RSP's edge is local community roots and multi-trade consolidation. Key gap vs. both: no financing on high-ticket jobs and near-zero Google review presence.
2 · Account Team
P&L Hub — Bill Rate: $20,000/mo · Direct Cost: $15,400/mo (per team entry) · Gross Margin: ~23% · View P&L Hub ↗
⚠ Two Data Discrepancies Require Resolution
1. Thomas Filippa cost: P&L Hub client team shows $7,900/mo but the global roster accountRates entry shows $1,500/mo for rocket-svc — a $6,400 difference. If the team entry ($7.9K) is correct, margin is only 23%. If roster ($1.5K) is correct, direct cost drops to $9K and margin rises to 55%. Verify with P&L Hub admin.
2. Michael Cahill roster status: Listed as Paid Social co-pilot in the Rocket Svc team but has been removed from the global roster. Confirm whether this engagement is active.
1. Thomas Filippa cost: P&L Hub client team shows $7,900/mo but the global roster accountRates entry shows $1,500/mo for rocket-svc — a $6,400 difference. If the team entry ($7.9K) is correct, margin is only 23%. If roster ($1.5K) is correct, direct cost drops to $9K and margin rises to 55%. Verify with P&L Hub admin.
2. Michael Cahill roster status: Listed as Paid Social co-pilot in the Rocket Svc team but has been removed from the global roster. Confirm whether this engagement is active.
| Name | Role | Cost / mo | Notes |
|---|---|---|---|
| Rohit Ahuja | CMO | $5,000 | Account lead; also CMO at Fast Mold ($7.5K there) |
| Thomas Filippa | Content / Growth | $7,900 (team) / $1,500 (roster) ⚠ | Cost discrepancy — verify correct rate with P&L Hub admin |
| Michael Cahill | Paid Social | $2,500 | ⚠ Removed from global roster — verify active status |
Channel Coverage Map (per P&L Hub assignments)
| Channel | Co-Pilot | Status |
|---|---|---|
| CMO / Strategy | Rohit Ahuja | Staffed |
| Paid Search (Google Ads) | Rohit Ahuja (presumed) | No dedicated Paid Search co-pilot — CMO manages |
| Paid Social | Michael Cahill | Staffed — verify roster status |
| Content / Growth | Thomas Filippa | Staffed — cost discrepancy, verify rate |
| Email / CRM | — | No co-pilot assigned in P&L Hub |
| SEO / Local | — | No co-pilot assigned in P&L Hub |
| Analytics | — | No co-pilot assigned in P&L Hub |
3 · Client Contacts
| Person / Role | Context | Notes |
|---|---|---|
| Owner / Decision Maker | Unknown — not yet documented in repo | Likely the primary approver for all strategy and spend decisions. Need to confirm name and contact. |
| "Ro" — External Media Buyer | Google Ads campaigns (plumbing, HVAC, electrical) | Confirmed from March 2026 strategy call transcript. Manages $75/day per campaign. Key contact for paid search coordination. |
| Account Manager (B2B) | Being hired · $75K–$95K · property management focus | Job posting confirmed on Glassdoor/LinkedIn. Not yet filled as of intelligence files. |
Client-side contacts are not yet fully documented. Primary stakeholder name and communication preferences should be established in the first working session.
4 · Channels Currently Managed
Active
Paid Search — Google Ads
Three confirmed campaigns: Plumbing (top performer — emergency plumbing is the highest-converting query), HVAC, and Electrical (launching as of March 2026). Budget: ~$75/day per campaign = $4,500–$6,750/month confirmed spend. 90-day actuals (BigQuery, 2026-04-13): $35,367 spend, 3,565 clicks, 6.83% CTR, $9.92 CPC, 385 conversions. Call tracking is in place via Google Ads. Key gap: conversion tracking is not linked to revenue — CPA and ROAS are unknown. Campaign-level keyword and ROAS data not yet pulled for optimization.
Active / Unmeasured
Paid Social — Meta Ads (Facebook/Instagram)
90-day actuals confirmed in BigQuery: $19,412 spend, 2,878 clicks, $6.74 CPC, 1.10% CTR, 262,709 impressions. Likely functioning as top-of-funnel brand awareness. Attribution is completely unmeasured — no Meta CAPI setup confirmed. Cannot attribute any bookings or revenue to Meta spend. Current use appears to be seasonal awareness (pre-winter furnace, pre-summer AC) and retargeting website visitors.
Not Confirmed
Google Local Services Ads (LSA)
LSA ads appear at the very top of Google results with the "Google Guaranteed" badge — industry benchmark CPL for home services is $45–$65/lead vs. $30–$75 for standard search ads, with higher pre-qualification (50–65% book rate). It is unknown whether RSP is currently running LSA. If not, this is the single highest-priority paid channel gap. Requires Google Guaranteed background check + license verification to launch.
Weak / Needs Work
Organic Search / SEO
"Ask a Pro" blog exists and is high quality (e.g., 3,000-word freeze guide). Location pages for Canton and Livonia confirmed. However: organic traffic is low for a 40-year business, no distribution strategy is in place, and — most critically — RSP has 0 confirmed Google reviews, which means near-zero Google Maps/local 3-pack visibility. For home services, Google Maps is typically the #1 organic lead source. Review generation is a prerequisite for local SEO impact.
Untracked
Referral / Word of Mouth
Likely RSP's strongest legacy channel given 40+ years of local presence. Industry benchmark: 18–20% referral rate. 4.9/5 rating confirms customers are happy — they are simply not being asked for reviews or referrals systematically. No formal referral incentive program is in place. Cannot be measured without CRM source tagging.
Not currently in scope: Email/SMS marketing, online booking (beyond the water heater estimator tool), social media content. All represent expansion opportunities once the foundation channels are instrumented.
5 · Active Priorities & Calendar
Immediate onboarding priorities (0–30 days)
- Confirm primary client stakeholder name, communication preference (Slack vs. email), and decision-making authority
- Establish Asana project rhythm — project GID
1214154300679126exists; sections and recurring tasks need to be set up - Pull keyword-level Google Ads data (campaign performance breakdown, ROAS attribution, search term report) — BigQuery has 90-day totals but not keyword-level detail
- Confirm whether Google LSA is running — if not, flag as P0 launch
- Audit Google Business Profile (GBP) status — is it claimed, verified, and optimized? 0 Google reviews suggests it may be unclaimed or incomplete
- Identify CRM platform (likely ServiceTitan, Housecall Pro, or Jobber) and confirm if lead source tagging is in place
- Confirm Meta Ads manager access and set up conversion attribution (Meta CAPI)
- Standardize diagnostic fee ($100 vs. $150 discrepancy flagged in a Birdeye review — creates trust risk)
Seasonal context (current: Spring Prep, Apr–May)
| Season | Window | Primary Demand Drivers | Marketing Priority |
|---|---|---|---|
| Spring Prep (NOW) | Mar–May | AC tune-ups, plumbing inspection, outdoor faucets, sump pump | Maintenance plan sales, pre-season AC prep campaigns |
| Summer Peak | Jun–Aug | AC repair/install, hot water demand, electrical (pool equipment) | Scale Google Ads budget, urgency creative, HVAC install campaigns |
| Fall Prep | Sep–Nov | Furnace tune-ups, winterization, sump pump check | Maintenance plan enrollment, pre-winter urgency |
| Winter Peak | Dec–Feb | Furnace failures, frozen/burst pipes, generator demand | Emergency campaigns, max budget, 24/7 response messaging |
Strategic priorities (revenue impact ranking)
- Google review generation — 0 Google reviews is the single biggest conversion constraint. 4.9/5 rating proves service quality; the gap is purely in asking. Post-service review request automation could add 15–25% organic lead volume ($10K–$26K/year estimate).
- Confirm and optimize Google LSA — if not running, immediate P0 launch. Benchmarks: $51–$57 CPL with 9.55× closed ROAS.
- Paid search ROAS attribution — $35.4K spent in 90 days with no revenue linkage. Connecting CRM to Google Ads call tracking unlocks optimization.
- Maintenance plan program — plans exist but are not marketed. 100 subscribers = $36K/year MRR + $87.5K additional service calls. Best window to sell is NOW (Spring Prep).
- Financing for installs — Whitney Services and FLAME offer 0% APR. HVAC installs are $6.5K–$17K in Detroit metro. No financing = 30% of qualified prospects defer.
- B2B / property management — Account Manager hire confirmed in progress. Multi-trade positioning is the value prop; 5 contracts = ~$120K/year recurring.
6 · Operating Cadence
Cadence is in early setup. The account was onboarded 2026-01-23. Standard MH-1 operating rhythms have not yet been confirmed as active for this client.
- Asana project: GID
1214154300679126· label "Rocket Service" in dashboard worker. Sections, recurring tasks, and ownership assignments should be confirmed with the team. - Client communication channel: Not yet documented. Needs to be established (Slack channel, email thread, or async update cadence).
- Google Ads coordination: External media buyer "Ro" holds campaign execution. MH-1 role is strategy, briefing, and performance oversight. Regular sync cadence with Ro needs to be set.
- Standard MH-1 deliverable cadence (to establish):
- Weekly performance update — Google Ads actuals, Meta spend, key observations
- Monthly strategy review — channel health, priority adjustments, seasonal prep
- Repo:
/home/exedev/mh2-rocket-service· modules:paid-ads/·seo/·cro/·email-sms/·retention/·social/·geo-targeting/·keyword-pruner/· intelligence in20_intelligence/.
7 · Data & Tooling
Connected and confirmed
- Live Google Ads — Customer ID
4298684576· USD · America/Detroit timezone · read_write access · 90-day data in BigQuery (spend, clicks, CTR, CPC, conversions confirmed) - Live / Unmeasured Meta Ads — Spend and impression data in BigQuery ($19.4K over 90 days confirmed) · No conversion attribution setup · CAPI not confirmed
- Active Birdeye (review management) — 48 reviews at 4.9/5 · Automated review request capability exists but is apparently not in use for Google-specific requests
- Partial Call tracking — Native Google Ads call tracking confirmed (calls are a conversion type in the account) · Unknown if calls are attributed back to revenue in CRM
Unknown / not yet confirmed
- Unknown CRM / Field Service Platform — Likely ServiceTitan, Housecall Pro, or Jobber (standard for 11–50 employee multi-trade shops) · Not confirmed · Without CRM: booking rate, close rate, repeat rate, and revenue attribution are all black boxes
- Unknown GA4 / Web Analytics — Unknown if Google Analytics 4 is installed · No organic traffic data available · Cannot track form submissions, page performance, or search-to-booking CVR
- Unknown Google Business Profile (GBP) — Profile almost certainly exists but verification status is unknown · 0 Google reviews strongly suggests profile is either unclaimed, unverified, or has no review request process feeding into it
- Unconfirmed Google LSA — May be running; status not confirmed in any data source
- None Email / SMS platform — No email marketing platform observed. Text consent exists for service updates (billing/appointment reminders) but not for outbound marketing campaigns
- None Dashboard / KPI reporting — No marketing dashboard exists. Per the operations deep dive, RSP almost certainly has no unified reporting layer. CPL, booking rate, close rate, and LTV are unmeasured.
Target stack (recommended for a 11–50 employee multi-trade shop)
| Category | Recommended Tool | Monthly Cost | Why It Matters |
|---|---|---|---|
| CRM / FSM | ServiceTitan | $2,500–$4,000 | Industry standard · scheduling, dispatch, pricebook, CRM, reporting, financing integrations all in one |
| Analytics | GA4 + GTM | Free | Web traffic, form CVR, audience building for paid retargeting |
| Call tracking | CallRail (or ServiceTitan native) | $100–$300 | Source-level call attribution — links Google Ads spend to actual bookings |
| Review management | Birdeye (keep) + Google automation | Included | Activate automated post-service Google review requests · 4× review velocity |
| Email/SMS | Mailchimp or ServiceTitan Marketing | $50–$200 | Maintenance reminders, post-service sequences, seasonal campaigns |
| Financing | GreenSky or Wisetack | No merchant cost | Remove the $5K+ install barrier · competitors already offer 0% APR |
| Google LSA | Google Local Services Ads | Pay-per-lead | Google Guaranteed badge · top of search results · pay only for valid leads |
8 · Friction Points
- Zero Google reviews despite 4.9/5 service quality. RSP has 48 Birdeye reviews and 3 Yelp reviews — none appear to have transferred to Google. For local home services, Google Maps/local 3-pack is the primary organic discovery channel. Zero Google reviews = near-zero map pack visibility = a massive free lead source that is effectively closed. This is purely a process gap, not a quality gap.
- No CRM or attribution layer. The entire mid-funnel is invisible: booking rate, close rate, repeat rate, LTV by channel, and revenue per ad dollar are all unknown. $18K/month in ad spend is running without ROAS measurement. Every strategic decision about budget allocation is a guess.
- Revenue attribution gap between Google Ads and actual jobs. Call tracking exists in Google Ads, but there is no confirmed link from call → CRM lead → dispatched job → invoice → revenue. 385 conversions tracked in 90 days, but "conversion" likely means call or form fill, not paid job.
- Meta Ads spend ($19.4K / 90d) is completely unattributed. No Meta CAPI setup, no pixel-to-booking path. Unknown whether any Meta impression has ever generated a booked job. The spend continues without a measurement foundation.
- Diagnostic fee inconsistency ($100 quoted vs. $150 charged). Documented in a Birdeye review (Dec 2024). In a trust-critical category like home services, pricing discrepancies damage credibility and generate negative reviews. Needs to be standardized and documented in the price book.
- Brand confusion from rebrand in progress. "Ultra Plumbing" and "MODOC Mechanical" still appear in Yelp URLs and review responses. Customers searching for the old brand names may land on outdated or inconsistent listings. GBP consolidation is needed.
- No financing advertised for high-ticket installs. HVAC full system replacement in Detroit metro: $6,500–$17,000. Whitney Services offers 0% APR. FLAME offers financing. RSP has none. Estimated impact: 30% of qualified install prospects defer or choose a competitor.
- Client contacts and communication norms not yet documented. This is a new account. Primary stakeholder, preferred communication channel, and approval workflow are not captured in the repo. Without this, async work velocity is limited.
9 · What Matters Right Now
- Google review generation is the highest-leverage free action available. RSP has 4.9/5 service quality and zero Google presence. Activating Birdeye's automated post-service Google review request (SMS sent 5 minutes after job close) could generate 15–30 new reviews per month within weeks. This unlocks the Google Maps 3-pack — effectively the #1 organic lead channel for home services — at zero marginal cost.
- Confirm LSA status this week. If LSA is not running, it is a P0 launch. Google Guaranteed badge puts RSP above all standard search ads at $45–$65 CPL with a 9.55× closed ROAS benchmark. It requires background check and license verification — start the process immediately if not already done.
- Wire ad spend to revenue. $18K/month is running across Google Ads and Meta with no revenue attribution. The short-term fix is confirming what CRM RSP uses and getting Ro to map Google Ads call conversions to actual closed jobs. Even rough ROAS visibility would transform the optimization conversation.
- Establish client contact and communication rhythm. Primary stakeholder name, communication preference, and decision-making authority are not yet documented. This is the foundational gap for the account. Without it, every async handoff has unnecessary friction.
- Spring Prep window is open now — maintenance plan and AC tune-up campaigns should be live. March–May is the shoulder season for home services in Michigan (AC tune-up, sump pump check, spring plumbing inspection). This is the best window to sell maintenance plan subscriptions. If no maintenance plan marketing is running, it is a missed seasonal opportunity.
- Set up Asana cadence. Project GID exists (
1214154300679126). Sections, recurring tasks, and team ownership should be established to create a reliable weekly rhythm for this account. Consistent Mon/Wed/Fri client deliveries are what hold trust together on new engagements. - Audit and consolidate GBP listings. Ultra Plumbing and MODOC Mechanical may have separate Google Business Profile listings. Unclaimed or duplicate listings suppress RSP's primary brand in local search. A one-time audit and consolidation is low-effort, high-impact.
- Flag financing gap to client on next call. Whitney Services already offers 0% APR. For HVAC system replacements ($6.5K–$17K), absence of financing is a measurable competitive disadvantage. GreenSky or Wisetack integrations have no merchant cost. Worth one conversation to understand if deals are being lost here.
Data caveat: This dossier was compiled 2026-04-30 from the mh2-rocket-service working repo, intelligence files (driver-tree.md, revenue-model.md, operations-deep-dive.md, profile.json), and BigQuery-confirmed Google Ads and Meta Ads data (90-day actuals, 2026-04-13). Revenue estimates are researched benchmarks based on employee count and industry norms — no internal financial data has been shared by the client. Sections marked "unknown" or "unconfirmed" reflect genuine gaps in the current data picture, not oversights. The Supabase client snapshot has no data yet (new account). Retainer amount is not documented in available files.