Three plans. Pick where you start, move up when you are ready.
No per-lead fees, no contract, no surprise line items. Pro puts your website live with a system that answers. Grow adds the follow-up that turns a lead into a paid job, and it is the one we recommend. Scale adds AI that picks up the phone. Google Ads and Meta Ads are quoted add-ons on top of any plan.
Pro
Get found, get booked, never miss the call.
- Custom website, hosting, SSL, mobile optimization
- Complete Google Business Profile setup
- Listing accuracy cleanup at onboarding (Google, Apple, Bing, Yelp, Facebook)
- Local SEO
- Online booking
- Contact forms
- Website chatbot
- Missed-call text-back
- Business phone number
- Unified inbox (CRM)
- Basic email and SMS automations
- Mobile app
- A2P texting registration
- Analytics and monthly missed-call report
Grow
Everything in Pro, plus reviews, follow-up, and getting paid.
- Everything in Pro
- 20-review launch sprint at onboarding
- Automated review requests after every job
- Listings management and sync
- Google Business Profile messaging routed to inbox
- Missed-call nurture sequence
- Unsold estimate follow-up
- Appointment reminders
- Customer reactivation and lead nurturing campaigns
- Invoicing, online payments, tap-to-pay, text-to-pay
- E-signatures and contracts
- Order forms, coupons, gift cards, loyalty programs
- Power dialer
- Advanced workflow automations
- Monthly optimization
Scale
Everything in Grow, plus AI that never lets a lead go.
- Everything in Grow
- AI voice receptionist, 24/7
- AI website chatbot
- AI review responses
- AI text and chat follow-up
- Every lead answered in under 60 seconds
- Custom AI and workflow automations
- Advanced SEO and AI search visibility
- Dedicated sending subdomain and email deliverability warmup
- Advanced reporting and dashboards
- Field service dispatch, scheduling, GPS tracking, work orders
- API integrations
- Quarterly strategy sessions
- Priority support
The math
Anchor it to one job, not to software
Do not compare a plan to another subscription. Compare it to the job you lost last week. One booked job you would have otherwise missed can cover the month. In most trades, a couple of booked jobs a month cover Pro, and three or four cover Grow. In big-ticket trades like roofing, HVAC changeouts, and remodels, one job you do not lose can cover the plan for the whole year.
Bought separately, the pieces run real money: a website build in the thousands, an answering service by the month, then separate subscriptions for booking, texting, a CRM, and invoicing. Midwatch wires all of it together and bills it as one plan.
How to pick a plan: start with Pro if you need a real website live plus a business line, one inbox, a chatbot, online booking, and a missed-call text-back that answer while you work. Move to Grow when you want reviews asked for after every job, invoices sent by text, and follow-up that runs without you. Step up to Scale when you want AI answering the phone, advanced SEO, and custom automation.
Included
What Pro and Grow actually cover
The parts that catch a lead, answer it, book it, and get you paid. The label on each card tells you the plan it starts in. Tap any of them to see what it does.
Pro
Missed-call text-back
Every missed call gets a text in seconds.
Learn more →Pro
Business phone
A tracked work line that leaves your cell alone.
Learn more →Pro
Online booking
Jobs drop onto your calendar from your site.
Learn more →Grow
Invoicing + text-to-pay
Invoice by text and get paid before you drive off.
Learn more →Pro also carries your custom website with hosting and maintenance, the unified inbox, a website chatbot, missed-call text-back, local SEO, and the owner app. Grow adds review and listings management, appointment reminders, lead nurturing, and reactivation campaigns. Scale adds the AI voice receptionist, advanced SEO, and automation built around your shop. See the full system →
Add-ons
Paid ads, quoted by scope
Two add-ons sit on top of any plan. What they cost depends on your market and your budget, so each one is quoted before it starts, and you can drop either without touching your plan.
Add-on · Quoted by scope
Google Ads management
Paid search built around your money jobs. Every click lands somewhere that answers.
Learn more →Add-on · Quoted by scope
Meta Ads management
Facebook and Instagram campaigns from your real job photos, with leads answered in seconds.
Learn more →Your ad spend goes straight to Google or Meta. We charge for the management only. One rule on both: we will not point paid traffic at a phone that leaks, so your plan comes first. Advanced SEO is part of Scale.
Answers
Pricing questions, answered straight
How do the plans work?
Three plans, and each one contains the plan below it. Pro gets your website live and hands you a business line, one inbox, a website chatbot, online booking, missed-call text-back, and local SEO. Grow adds review and listings management, invoicing and payments, and the campaigns that follow up for you. Scale adds the AI voice receptionist, AI website chatbot, AI review responses, advanced SEO, custom automation, and reporting for bigger shops. Pick the one that matches where you are today. On the call we will walk through what each plan costs for your business.
Can I switch plans later?
Yes. Go from Pro to Grow, or Grow to Scale, whenever the business changes. There is no penalty for moving up and none for stepping back down if a plan is doing more than you need right now. Your number, your customer list, and your site come with you either way.
Are there per-lead or per-text charges?
No per-lead fees, ever. Your leads are yours alone. Normal call and text usage is built into the monthly on all three plans. If your volume runs unusually heavy we will talk to you first, never surprise-bill you. Business texting needs A2P registration, and no automated texts go out until that is approved.
What happens if I cancel?
You stop paying and the system stops running. No cancellation fee, no hoops, and no contract to buy out on Pro, Grow, or Scale. We part like adults.
Why are Google Ads and Meta Ads priced separately?
Because the cost tracks your market and your budget. Rolling ad management into a plan price would mean the shop spending nothing subsidizes the shop spending plenty. We would rather keep Pro, Grow, and Scale predictable, put the add-on number in front of you before anything starts, and let you say no. Advanced SEO is part of Scale.