Let's TalkLet's TalkThe only trade where the customer is not really the buyer, the job is not really chosen, and most of the work never touches a search result.
Give us your last hundred jobs with the source of each, plus access to the ad account. We will come back with the true split between referral, search, insurance panel and repeat, what each channel costs you, and which of them you are over-investing in relative to the work it produces. Recorded walkthrough, no call required.
Local conditions that change the plan, rather than the region name pasted into a template.
Florida restoration demand follows the weather. The Atlantic hurricane season, from 1 June to 30 November, brings wind-driven rain, storm surge and flooding across whole regions at once, and the humid climate means mould can follow water damage quickly. Restoration companies need storm-response campaigns and call handling ready before the season, and messaging that explains why fast drying matters without frightening people who are already having a bad week.
For years many Florida restoration jobs were paid through assignment of benefits. For policies issued on or after 1 January 2023, post-loss benefits can no longer be assigned, so the homeowner remains the insurer's customer and yours. Marketing, intake and contracts built around assignment need rewriting: customers need a clear explanation of how payment, estimates and the insurer's process work with you, in plain language and in writing.
Florida has many part-year residents and a large stock of condominium buildings. A leak in an empty home can run unnoticed for weeks, and water in one condo unit often affects others and the association. Marketing that reaches property managers, condo associations and owners who live elsewhere - with remote updates, photos and clear reporting - wins work that a local emergency campaign alone will miss.
The board that governs your advertising depends on the licence you hold, not only on the region. These are the rules that bite in Florida.
Florida law says a policyholder may not assign, in whole or in part, any post-loss benefit under a residential or commercial property policy issued on or after 1 January 2023 (s. 627.7152(13)), and assignment agreements are defined to include restoration and mitigation providers. Offers such as 'sign here and we deal with the insurer' are built on a mechanism that no longer exists for those policies. Ads and landing pages should describe how you actually get paid.
Florida defines a public adjuster broadly: anyone other than a licensed attorney who, for payment, prepares, completes or files an insurance claim (s. 626.854(1)). Contractors licensed under Part I of Chapter 489 may not advertise, solicit, offer to handle or perform public adjuster services, though they may discuss or explain their bid (s. 626.854(16)). 'We handle your insurance claim' is the kind of promise restoration marketing in Florida should avoid.
Florida regulates mould assessment and remediation under Part XVI of Chapter 468. A remediator may not perform or offer mould remediation without documented training in water, mould and respiratory protection and compliance with that part, and may not assess a structure its company remediated in the previous 12 months, with a narrow exception for certain contractors (s. 468.8419). Mould pages and ads should reflect who on your team is qualified for what.
The same programme as everywhere, run against this region's rules.
Our closest work is the dental network in the case study below, where we ran Meta and Google, moved budget toward Google Local Services Ads and cut cost per lead 38%, reaching 31,000+ leads at $19 each with show rates up 44% from automated reminders. That client was not a restoration company and not in Florida. What transfers is fast, consistent handling of urgent enquiries across many locations - with Florida's claim rules built into the process rather than left to chance.
Read the full case studyNot for policies issued on or after 1 January 2023. Florida law says post-loss benefits under residential or commercial property policies issued from that date may not be assigned, in whole or in part. Older policies may differ, so check with counsel for any specific case. For marketing, the safe course is to describe how you actually work and get paid today, rather than promising to deal directly with the insurer.
Be very careful. Florida defines a public adjuster as anyone, other than a licensed attorney, who for payment prepares, completes or files an insurance claim, and licensed contractors are expressly barred from advertising or performing public adjuster services, though they may discuss their bid. Describe your mitigation, documentation and repair work instead, and leave claim handling to the homeowner, their insurer or a licensed adjuster.
Market mould services only as your team is qualified to perform them. Florida requires documented training in water, mould and respiratory protection for remediation, restricts the use of mould assessor and remediator titles, and bars a company from assessing a structure it remediated in the previous 12 months, with a narrow exception. If you offer both assessment and remediation, explain clearly how you handle that conflict-of-interest rule.
Before 1 June. Build storm-response pages and campaigns, set them up paused, and plan call handling for a surge, including out-of-hours replies. When a storm hits, switch them on for the affected areas, update your profile hours and publish calm, practical guidance. Make sure every message reflects Florida's rules on claims, so the urgency of the moment never pushes your marketing into territory the law prohibits.
Separately from homeowners searching in an emergency. Property managers and associations want a reliable contact, clear documentation and quick reporting across units. Absent owners want remote updates, photos and someone they can trust with access. A dedicated page, a simple way to set up an account and campaigns aimed at managers and owners who live elsewhere bring work that emergency search alone will not.
The full service, and the neighbouring states we cover.
Which metro, which jobs, and what you are running now. We will tell you honestly whether we can help, and what the licensing rules mean for it.