If you own a home services company, like a gutter cleaning or power washing company, you know the reality of how the seasons can impact your business—for better or worse. After all, on an unseasonably cold day in Northeast Ohio, no one is picking up the phone and scheduling a home power wash. That is exactly why you need to hit the ground running in the primary seasons for your business. Capturing leads and booking jobs when the weather is ideal is key. How can you get the most bang from your marketing budget during that time? The answer for some home services businesses is programmatic advertising.
While the campaign is still in the early stages, The Gutter Boys and Pristine Clean have already seen evidence that programmatic is a good fit for their business. It also allows for a high level of customization and nimbleness, giving you a chance to make quick changes.
For example, in April 2021, the weather in Northeast Ohio turned cold with late-season snow, and Pristine Clean noticed a significant lull in their business. Searches for power washing tapered off dramatically industry-wide, nearly stopping. Pristine Clean continued to run paid search ads so that they would be top-of-mind when the weather turned, but they were able to quickly pause their programmatic campaign. Looking carefully at the forecast, Company 119 identified the exact time and day to turn them back on, anticipating when users may begin to search for local power washers again.
In April 2021, The Gutter Boys paid $.04 for every completed video view on a CTV device. That means that for just 4 cents, they received 30 seconds of brand exposure. CTV consumers are a captive audience but are unable to click on the commercial—while their impact cannot be precisely measured, video views are valuable brand exposure.
If you own or manage a home services business, you might be missing out on opportunities available through programmatic ads. Company 119 is happy to talk through it with you and help you decide if it is a good fit for your business.