How do I keep marketing from outrunning my crew capacity?

Tie marketing spend to booked capacity instead of a fixed monthly number. Work out how many jobs one crew completes per week, divide by your close rate to get the leads you can absorb, and set spend to hit that number rather than the maximum the budget allows.

Paid channels are your throttle because they turn on and off in a day. SEO and AI search visibility are base load and should keep running, since cutting them costs months to rebuild. When you are over capacity, raise prices, lengthen the schedule and shift ad budget toward higher-margin service lines rather than shutting everything off.

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