Built by a contractor who got tired of paying for reports.
Advertising For Contractors is a contractor marketing company run by people who have had to make payroll off jobs they bid themselves. That's not a tagline. It's the reason the company exists and the reason we measure booked jobs instead of impressions.
Why did a contractor start a marketing agency?
Because he kept hiring marketing companies that didn't care whether he made a sale.
Our founder, Zach Wennstedt, has run a bath remodeling company since 2012. Like most contractors who reach the point where word of mouth stops being enough, he went looking for help. He hired marketing companies. More than one. Each time the pattern was the same.
A confident pitch. A monthly invoice. Then reports. Pages of them — keyword positions, impressions, sessions, bounce rate, a chart with a line going up and to the right. All of it arriving on schedule, none of it answering the only question that mattered on a slow week in February: did any of this turn into a job?
Nobody ever asked him what an average bathroom remodel invoiced at. Nobody asked what percentage of estimates he closed. Nobody asked whether the leads coming in were homeowners with financing in place or people pricing a fantasy remodel they'd never book. Those questions never came up, because the answers didn't change what got billed.
The agency got paid whether the phone rang or not. That was the whole problem.
So he built the agency he'd wanted to hire. Eye To Ad Media launched in Denver in 2012, and Advertising For Contractors is the arm of it built specifically for the trades.
He still runs the remodeling business today. That matters more than it sounds like it should. It means every campaign we build gets judged by someone who knows what it costs to have a crew standing around, who has priced a job against a competitor who lowballed it, and who has personally sat with a report that said everything was going great while the schedule stayed empty.
What does this contractor marketing company actually stand for?
Five things, and we'd rather lose a sale than break any of them. Conversions over rankings. Honest numbers over flattering ones. Owned channels over rented ones. Month-to-month over lock-in. And telling you when we're the wrong call.
Conversions, not rankings
A ranking is a means. A booked job is the end. We'll happily show you position movement, but if the calls aren't following it, we treat that as a problem to solve rather than a chart to celebrate. Traffic that doesn't convert is a cost, not a result.
Numbers you can check
Every benchmark we publish carries a source and a date. Every report ties to call tracking and conversion tracking we set up before spending a dollar on traffic. If attribution is genuinely uncertain — and sometimes it is — we say so instead of dressing a guess up as a fact.
Own the pipeline
Marketplace leads fill a slow week. They never build anything. We use them as a stopgap when cash flow demands it, and we spend the rest of the effort on channels you keep — your profile, your rankings, your reviews, your brand. Assets, not rent.
No long-term contracts
Month to month, always. We'd rather keep you because the work produces jobs than because you signed something in March. The honest caveat is that search compounds, so we tell you the realistic runway upfront rather than discovering it together in month four.
We'll tell you no
If your average job is small, your margins are thin and your close rate is low, paid advertising may not clear your break-even no matter who runs it. We've told contractors to put the money into a second truck instead. Losing that sale costs us less than a bad six months costs both of us.
How is AFC different from other contractor marketing services?
Most agencies serving the trades learned the trades from a case study. We learned them from a job site. That changes what we ask you, what we measure, and what we're willing to promise.
Every trade gets its own strategy
A burst pipe is a five-minute decision at eleven at night. A pool build is a six-month conversation with a spouse. Roofing spikes after a hailstorm; HVAC spikes with the thermometer. Running one playbook across all of them is why so many contractors conclude marketing doesn't work. See how that plays out on our roofing marketing and plumbing marketing pages.
We start with your math, not our menu
Before we recommend a channel we work out what you can afford to pay for a lead — your profit per job multiplied by your close rate. That single number decides whether Local Services Ads make sense for you or whether paid search will quietly lose money on every job. Run it yourself with the break-even lead cost worksheet.
We optimize for the engines answering questions
Homeowners increasingly ask ChatGPT and Gemini to recommend a contractor instead of scrolling results. Research published in 2026 estimates roughly 1.2% of local businesses surface in those answers. Most agencies haven't started on this at all. Ours is a standing part of every build.
From $50 a month to full market coverage
A one-truck painter working a single town and a roofing company covering three counties are not the same problem, and pretending otherwise with tiered packages serves the agency, not the contractor. We quote what it takes to win where you actually operate. See how pricing works.
Who runs Advertising For Contractors?
Zach Wennstedt, founder of Eye To Ad Media. He founded the agency in Denver in 2012 and has run a bath remodeling company for the same stretch, which means he sits on both sides of this business at once — the contractor buying marketing and the person building it.
He grew up in Boulder, Colorado and has spent his career in the same lane: figuring out how businesses turn attention into revenue. Beyond Eye To Ad Media he operates Aging Safely Baths and Showers4Less in the accessibility and bath remodeling space, and runs a portfolio of several hundred local and geo-targeted websites across the United States, Belize, Costa Rica, the Dominican Republic and Hawaii.
That portfolio is not a vanity project. It is where the methods get tested. Every technique we bring to a contractor account — the schema architecture, the AI search structure, the conversion patterns, the local ranking work — has been run on sites where the only person absorbing the cost of a bad idea is us.
Zach still works directly with clients rather than handing accounts to an account manager after the pitch. For companies that have grown past the point where they need execution and now need marketing leadership, he takes on a small number of engagements as a fractional CMO working directly with founders — the same role, at a strategy level, for businesses ready to scale.
If you'd rather just talk to him: 1-800-481-8638. A real person picks up.
How does AFC relate to Eye To Ad Media?
Advertising For Contractors is the trades-focused arm of Eye To Ad Media, a Denver marketing agency operating since 2012 under Search Converts LLC. Same team, same standards — AFC just exists so contractors aren't reading advice written for dentists and law firms.
The wider agency covers a lot of ground: search engine optimization, AI and generative search optimization, Google Ads, social advertising, web design and development, conversion optimization, branding, video, print, and the sales-process work that decides whether good leads become customers.
That breadth matters here for one specific reason. Marketing that works exposes whatever is broken downstream of it. We have watched contractors double their leads and grow revenue by almost nothing, because the leads went into a voicemail box. When that's the actual problem, we can fix the call handling instead of selling you more traffic.
If your business isn't a contracting company, the parent agency probably still covers it — see industries beyond contracting, or go straight to Eye To Ad Media.
- Brand
- Advertising For Contractors (AFC)
- Parent
- Eye To Ad Media, operating since 2012
- Founder
- Zach Wennstedt
- Headquarters
- 1001 Bannock St, Suite 660
Denver, CO 80204 - Phone
- 1-800-481-8638
- info@eyetoad.com
- Service area
- United States, Canada and international
- Trades served
- Roofing, plumbing, HVAC, electrical, solar, general contracting, painting, remodeling, pool building, fencing
- Contract terms
- Month to month, no long-term commitment
- Campaign range
- From about $50/mo to several thousand
What will you actually be able to see?
Four numbers, every month, tied to the channel that produced them: leads, phone calls, booked jobs and cost per booked job. Everything else is supporting detail.
Leads
Forms, calls and chats, deduplicated and tagged to source. Not sessions. Not impressions. Actual people who raised a hand.
Calls answered
Tracked numbers per channel, with recordings where they're useful. This is where most marketing budgets quietly die, and it's invisible without tracking.
Booked jobs
What actually made it onto the schedule. You tell us, we tie it back to source. It's the only number that ends the argument about whether a channel works.
Cost per booked job
Spend divided by jobs won, by channel. Compared against your break-even. This is the number that decides what we scale and what we cut.
Attribution is genuinely imperfect — a homeowner might see your truck, search your name, then call from a Google listing, and no tool untangles that cleanly. We'd rather hand you a real number with a caveat attached than a flattering one that's fiction. More on how we report.
About AFC
Who is Advertising For Contractors?
Why should a contractor hire a specialist agency instead of a general one?
Is AFC the same company as Eye To Ad Media?
Do you work with contractors outside Colorado?
Will I work with the founder or an account manager?
What happens if the marketing works but we still do not book more jobs?
Tell us about your market
We'll audit your website, your Google Business Profile, your review profile and the competitors currently beating you in the map pack. You keep the findings whether you hire us or not.
It takes about a day. There's no obligation and no automated drip sequence — a real person reads it and calls you back, usually the same day.
Straight to a human: 1-800-481-8638, or info@eyetoad.com.
Request your free audit
No cost, no contract, no pitch deck.
Let's get the phone ringing.
One call. We'll look at your market, tell you what it takes to win it, and give you a real number. If it isn't worth it, we'll say so.