Profit-minded home services companies need a minimum of three digital marketing channels to reach their ideal preferred customers in their category and market.

To attract, acquire, and retain your ideal preferred customer, we advise a balanced, market-driven approach that produces consistent results over time. Our methodology analyzes conversions and conversion costs because customer acquisition costs are best analyzed within your service company management platform.

• Digital Marketing (Native and Display ads) Campaigns
• Google Ads Campaign Trends
• Local SEO and Google Business Optimization

Contextual Digital Campaigns (or CDM, often confused with programmatic advertising campaigns) target the right people with the right message based on their interests and behavior.

Contextual Digital 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.

Within our Contextual Digital Marketing campaigns, it costs as little as $31.97 to acquire a heating, cooling (HVAC), electrical, or plumbing customer through native and display contextual digital marketing campaigns in July 2024.*

Compared to June 2024, the average cost per total conversions remained steady, while the average cost per unique conversion dropped. The Independence Day holiday factored into this month's report.

The following is aggregated average data for three distinct US markets (one established and two new market entries into the residential home services market):

• Total conversions: 407
• Conversion Events: 236*
• Unique Conversions: 174
• Average Cost Per Unique Conversion: $31.97
• Average Overall Cost of all Conversions: $74.77
• Impressions: 2,641,873
• User Actions: 5,513
• Cost Per Click: $2.36
• Cost Per Thousand: $5.18
• Frequency: 17.97%*

Website Referrers

• Contextual Digital Campaigns (native ads): 48% of website traffic on average.
• CTV and Video Streaming Ads: 7% of site traffic
• Organic Search: 12-34%

Insight: By comparison, it cost $253.82 to acquire a paying customer from Google LSAs in July, according to HVAC Demand Trends: Google LSA Revenue Performance - July 2024.

We have seen Google Electrical and Plumbing LSAs under-performing since May 2024, often with no leads.

With Google changing search results to favor zero-click results, it's imperative to add local SEO, Google Business Profile optimization, and AI to hyper-target your ideal preferred customers.Using AI-enhanced targeting doubles the impact of your budget.

Search engine optimization is a long-term, organic process. Traditional SEO techniques will not get you in the Google 3-pack. Aespire’s GBP Optimizer aligns your website, Google Maps, and Google Business Profile.

The following results are for a new home services market launch.

• Google Business Optimization: 3% of total site traffic

• Total conversions: 407
• Conversion Events: 236*
• Unique Conversions: 174
• Average Cost Per Unique Conversion: $31.97
• Average Overall Cost of all Conversions: $74.77
• Impressions: 2,641,873
• User Actions: 5,513
• Cost Per Click: $2.36
• Cost Per Thousand: $5.18
• Frequency: 17.97%*

Website Referrers

• Contextual Digital Campaigns (native ads): 48% of website traffic on average.
• CTV and Video Streaming Ads: 7% of site traffic
• Organic Search: 12-34%

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.