Five Alternative Strategies for New Customer Growth

Building on the growth our clients experienced in 2024, we implemented five strategies at Aespire Branding & Marketing to enhance new customer growth and retention in Q1 2025 for HVAC and home services companies.

These key moves transform our clients’ marketing performance. These trends — and proven strategies — shape how our clients connect with customers.

1. Intent-Based Marketing

Google Ad’s broad-based targeting often produces low-quality conversions. Market domination comes from AI and machine learning guided by a data scientist.

We precisely design a custom audience, delivering ads to users who are actively browsing for our client’s services in the right place and at the right time. Everyone is not your customer, and traditional targeting (income, age, psychographics, and other demographics) isn’t always relevant to consumer intent and behavior.

The shift from “reach everyone” to “reach the right ones” fundamentally changes how we approach campaign strategy and execution. (We’re improving channel investment results through #3 below)

2. Zero-Click Search Optimization

As previously noted, Google rigs the search game in its favor. People don’t like to click; they want the answer now. As search behavior evolves, we’re adapting. Featured snippets, knowledge panels, and voice search optimization are now crucial for capturing attention in a zero-click world. The reality? Position zero is becoming more valuable than traditional search rankings. When users ask Google a question, they increasingly get answers without clicking through to a website. That’s what zero-click search means.

Think about it: Featured snippets, knowledge panels, and voice search results serve instant answers. Users get what they need right there in the search results. A renewed focus on consumer problem-solution content is reshaping our content strategy. That doesn’t mean you should skimp on investing in content and a website to host it. Make your website the source of truth for the solutions your customers search for.

3. Revenue Analytics Integration

Home services management platforms promise full attribution only if you buy their expensive ad integrations. We’re closing the loop on attribution. By connecting every touchpoint to revenue, we finally answer the eternal question: “What’s driving sales?” This clarity transforms how we optimize campaigns, allocate marketing investments, and shift spending to where we want to fuel conversions based on in-depth insights.

We’re done measuring vanity metrics (like clicks, impressions, and conversions) and focusing on revenue metrics. That’s how we optimize ad spending.

Now I can see:

• Which Google PPC ads drive new and recurring revenue
• The effectiveness of our programmatic display and CTV campaigns
• Performance by campaign

This will be the most transformative change in strategizing, allocating investment, and maximizing outcomes.

4. CTV & Audio Integration

Imagine showing your ads to people interested in your home services on their mobile devices, home computers, and streaming services. We’re using AI and machine learning to reach households and custom audience segments through digital display ads (native ad effectiveness dropped in 2024) and connected TV and audio channels to improve household penetration. Building awareness is the first step to positioning your brand to be locally famous and familiar.

5. Journey-Wide Message Consistency

Is your marketing team or agency using the phrase “sales funnel” in conversations? Ask them, “At what point does a prospect enter the sales funnel?”

A sales funnel is one touchpoint toward the end of a conversion journey, not the journey itself. Consistency is key. We ensure every touchpoint tells the same story—from awareness to purchase—and beyond. Trust isn’t built in a day but at every interaction.

The framework we use to develop clear, consistent messaging is StoryBrand. Contact Brian Sooy to schedule a one-day StoryBrand Strategy Session or a StoryBrand Marketing workshop.