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We don't do much paid advertising - although we do keep a presence on social media, our focus in 2024 has been to grow the number of reviews.   We use Nicejob, but we also use Jobber's reviews feature.  I don't think it's overkill - reviews run the world and people know that, especially in the under 50 demographic.  We do have an ongoing google ad, but our ad spend is relatively low compared to what other comparable companies are spending on ad spend.  For us, getting reviews and customer retention is key.  Most of our business is from recurring services, so that makes sense for us.  If I had a business with a lot of one-off jobs, I think I would do a lot of remarketing services, reaching back out to people who had previously had quotes, work on writing great calls to action and taking advantage of things like FOMO.  Hope this helps!  If you have any other questions, feel free to reach out - I'm happy to help!