Free Agency

Free Agency is a growth engineering company for home service businesses. We manage the full marketing portfolio across paid search, paid listings, lead aggregators, SEO, database marketing, and awareness media for HVAC, plumbing, electrical, and garage door companies.

We operate as a fractional CMO team backed by a software platform, not an agency that sends you a monthly PDF and disappears. Your dedicated CMO manages strategy and budget decisions. Our 24-hour support team handles platform management, lead dispositioning, and campaign execution. The software automates attribution, pacing, and performance reporting so every dollar is accountable.

What separates us from agencies: we built a proprietary attribution engine that matches every inbound lead to completed jobs and invoices in ServiceTitan. We don't report what Google or Yelp says happened. We report what actually happened. The real CPL, the real CAC, the real ROAS, cross-referenced against your FSM.

That human insight & experience powers our budget allocation system. Instead of guessing where to spend more or less, we score every channel on actual revenue production and customer acquisition cost, then recommend reallocations backed by the math. Our clients average 33% annual revenue growth YTD across dozens of brands, $38M in tracked spend, and $479M in LTM attributed revenue.

Industries: HVAC, plumbing, electrical, garage doors, and home services. Integrations: ServiceTitan, Google Ads, Meta, Yelp, LSA, Angi, Thumbtack, eLocal, Service Direct, Everconnect, Hatch, and 10+ lead sources.