3x Thesis: The “Hyperlocal Lead Gen Arbitrage” play is still dramatically underpriced and underutilized.
Take Pinnacle Home Services, backed by Trivest. They’ve been rolling up HVAC, plumbing, and electrical companies across the Southeast, and doing something smart that most folks miss:
They centralized marketing.
Instead of letting each acquired business keep its old-school mix of direct mail, print, and the occasional Facebook boost, they built a performance marketing engine, focused on Google Ads and Local Services Ads (LSAs).
The result
- Customer acquisition costs dropped.
- Booked jobs increased.
- Revenue lifted without needing more sales headcount.
Why? Because LSAs and branded Google Ads are still inefficiently priced in local markets, especially when campaigns are managed professionally and call handling is centralized.
Founders don’t do this because they don’t have the skills or the scale. But aggregators do.
This play isn’t flashy. No AI, no blockchain, no buzzwords.
But when run well, it creates a repeatable, compounding growth engine.
Pinnacle’s not alone. Threshold Brands, Authority Brands, and others are running versions of the same strategy. Different logos. Same arbitrage.
- Roll up small regional operators.
- Centralize lead gen.
- Exploit inefficiencies in local paid search.
It’s not innovative. It’s just lucrative.