Home/trades services — 8-15% of revenue total marketing, heavy paid skew

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.

Confidence: Industry-consensus (vendor-heavy).

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 — two-axis tiering by industry (June 2026).