{"id":2038,"slug":"home-trades-marketing-spend","title":"Home/trades services — 8-15% of revenue total marketing, heavy paid skew","kind":"reference","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["marketing-spend-benchmarks","vertical-cpc-benchmarks"],"reference_body":"**Claim:** Home/trade services run **8-15% of revenue** total marketing, heavily skewed to paid (Google Ads, Local Service Ads). Vendor channel splits suggest only a small slice goes to website/SEO.\n\n**Confidence:** Industry-consensus (vendor-heavy).\n\n**Why this matters for Candid:** Trades clients spend MORE total on marketing than the cross-industry average and put MOST of it into paid — but their website/SEO share is small. The widget should tier trades clients with this asymmetry in mind. Cross-link to vertical brief [[research-brief-smb-widget-vertical-difficulty-june-2026]].","rationale_body":null,"metadata":null,"links":{"outgoing":[],"incoming":[{"slug":"research-brief-smb-widget-spend-benchmarks-june-2026","title":"Research brief: SMB widget spend benchmarks — feasibility of a \"digital-minus-ads\" % of revenue (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-06-23T19:16:01.975Z","updated_at":"2026-06-23T19:16:01.975Z"}