January showed signs of strengthening as we introduced CTV (cable TV) streaming into the channel mix. We're done measuring vanity metrics (clicks and impressions) and focusing on revenue performance.

• Programmatic Marketing (AI-enhanced native, display, and CTV campaigns)
• Google Ads (PPC) Campaign Trends
• Google Business Profile Optimization

Instead of focusing on vanity metrics, as most agencies do, we're studying consumer behavior as we begin using revenue analytics to measure performance.

Our average cost per conversion dropped while the number of related conversions rose, resulting in 37% new customer growth for January.

Owners and marketers assume short conversion lead times. The data reveals that consumers will see 56 ads on average ,and their journey takes nearly 43 days to complete.

Website Referrers Contribute to Website Traffic

• Programmatic Digital Campaigns (native and display ads): 45% of website traffic on average
• CTV and Video Streaming Ads: 4% of site traffic
• Local SEO and GBP Optimization: 3% (+ 4%)
• Organic Search: 11-40% (Depending on market)

Recommendations

• Based on the quantity of traffic and relevance that digital ad campaigns contribute to website traffic, reconsider using a service that directs digital ad traffic to off-site landing pages.
• Traffic trends skew heavily to mobile — 95%+ or more of your add traffic is from mobile devices. Optimize your landing pages and Assets for mobile!

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New customer growth is the top KPI for long-term profit potential. January's data shows an average conversion rate of 61% from LSAs and Google Ads, with the conversion journey resulting in a phone call.

Insights

• Answer the phone quickly with a live operator. People are already tired of AI agents of any kind
• Note the low booking rate on form inquiries and messages. This signals that response time must improve.

Website Referrers Contribute to Website Traffic

• Programmatic Digital Campaigns (native and display ads): 45% of website traffic on average
• CTV and Video Streaming Ads: 4% of site traffic
• Local SEO and GBP Optimization: 3% (+ 4%)
• Organic Search: 11-40% (Depending on market)

Recommendations

• Based on the quantity of traffic and relevance that digital ad campaigns contribute to website traffic, reconsider using a service that directs digital ad traffic to off-site landing pages.
• Traffic trends skew heavily to mobile — 95%+ or more of your add traffic is from mobile devices. Optimize your landing pages and Assets for mobile!

Home Services Digital Marketing Trends Glossary

• Programmatic Marketing is more efficient and effective than traditional native or pay-per-click ad campaigns.
• Programmatic Marketing campaigns hyper-focus on your Ideal Preferred Customer, delivering the right message at the right time.
• Programmatic Marketing campaigns target the right people with the right message based on their interests and behavior.
• Programmatic Marketing campaigns integrate artificial intelligence (AI) guided by a data scientist to hyper-target your ideal preferred customers. Using AI-enhanced targeting doubles the impact of your budget.
• Custom audiences are specific to your category, competitors, and business goals. Programmatic marketing serves ads in the content of the page or app (using contextual targeting) when the user is in the right frame of mind.
• Custom audiences are developed by a Data Scientist and augmented intelligence machine learning in real-time as prospects are active and thinking about your category and the problem they want to solve.
• By knowing exactly what you want to achieve, an advanced learning framework and AI strategies analyze the behavior of every internet user’s digital footprint in your market area and hyper-targets the right people at the right time and doubles the impact of your budget.
• Frequency is the number of times a user sees an ad before they take an action. The industry average frequency is 20-30.
• Conversion Events include phone calls, ServiceTitan Schedule Pro bookings started and completed, and form fills.
• ServiceTitan Schedule Pro (or ScheduleEngine) completion rate is typically less than 20%
• As with any data, these results are reflective of specific markets and conditions and do not reflect the results you may achieve through Aespire's Home Services and Blue Collar marketing programs.