Mike Carson
CEO and Chief Marketing Strategist
More than 20 years helping home service owners get found, get called, and get booked.

Short Bio
Mike Carson
Mike Carson is the founder and CEO of Appliance Marketing Pros. He has spent more than 20 years in home services and has worked with hundreds of appliance repair, HVAC, and vent cleaning companies. He is the author of Digital Marketing for Home Service Businesses and Built for Beyond the Truck, and co-founder and CEO of Service Alliance Group.
Full Bio
Two Decades in the Trades
Mike started in home services in 2004, well before "digital marketing" was a job title in this industry. That timing matters. He watched the shift from phone books to search engines, from search engines to maps, and now from maps to AI answer engines, and he has had to keep clients visible through every one of those changes.
He opened the agency in 2004. Over two decades he kept seeing the same pattern repeat: skilled operators doing excellent work were losing jobs to competitors with worse service, simply because the competitor showed up first on Google. Meanwhile the agencies those owners hired did not understand the difference between a service call and a replacement quote, or why a slow season is not the same thing as a marketing failure.
In 2024 he rebranded the agency as Appliance Marketing Pros and deliberately narrowed it to appliance repair, HVAC, and vent cleaning. Most agencies widen their focus to chase revenue. Mike did the opposite, because that constraint is what makes the benchmarks meaningful, the keyword research accurate, and the strategy specific rather than generic.
He also built AMPRank, the nine-component growth system that runs every AMP engagement. It combines AI-assisted monitoring and optimization with expert human oversight, on the principle that technology makes the team faster while experience makes sure the work is right.
Beyond the agency, Mike co-founded Service Alliance Group to coach home service owners on the business side of the trade, covering pricing, cost of doing business, hiring, and growth. He speaks and trains at industry conferences regularly, which keeps him in the room with the owners he serves rather than watching from a distance.
Featured Work
Articles, Videos, and Profiles
Mike writes every article on the Appliance Marketing Pros blog and hosts the AMP'd Up Podcast. His book is available on Amazon.
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