WHO WE HELP / HOME SERVICES
Media planning for
home services.
Build the brand homeowners remember and capture the jobs they need now. TIER plans and buys media for HVAC, roofing, remodeling, general contractors, gutters, pest control and related home services. Brand familiarity and immediate demand generation have different jobs; the measurement plan needs to evaluate both without letting cheap inquiries dictate the whole budget.
CLIENTS WE’VE WORKED WITH
Experience across markets and industries.
View more we’ve worked with
TIER’S PLANNING VIEW
Where media can support the business.
Paid search can capture an urgent repair request or an active replacement estimate. CTV, broadcast television, online video, radio and outdoor can build familiarity before a breakdown or major project. Social and selected programmatic placements can demonstrate workmanship, explain maintenance or introduce a seasonal offer. Budget follows service area, expected job contribution, crew capacity and the role of the campaign—not a universal channel split.
SOURCED CONTEXT / PLANNING IMPLICATIONS
What the category data tells us.
49% replacement work
Harvard JCHS reports that replacement projects such as roofing, windows and HVAC accounted for 49% of improvement expenditures in 2023. Plan replacement and repair campaigns separately; this national share is not a recommended budget split.
44-year-old housing stock
JCHS reports a median housing age of 44 years in 2023; homes built before 1980 had 24% higher average improvement spending than homes built since 2010. Approved property-age data can inform local testing, but does not identify an individual household’s next project.
EXECUTION THAT MATTERS
Best practices before and during the buy.
Separate urgent work, planned replacement and recurring service.
An emergency HVAC call needs an available dispatcher and a clear repair pathway. A roof replacement or remodel often needs proof, financing information and multiple conversations. Pest control may justify acquisition economics through recurring service, subject to actual retention. TIER briefs campaigns by service line, geography, operating hours and the work the business wants. Pause or redirect immediate-response spending when the team cannot accept the work.
Use CRM and service addresses to define the market.
With your CRM and approved providers, TIER can plan address hygiene, duplicate removal, geographic analysis and permitted property or household appends. Examine completed jobs, repeat customers and contribution by service area. Property age or a new-mover record can support a planning hypothesis; neither proves equipment age, a failing roof or an immediate need. For permitted digital audiences, distinguish prospect acquisition, maintenance, retention and replacement offers.
Optimize for completed work and useful capacity.
Record service requested, inquiry date, response time, booked appointment, completed job, cancellation and contribution where available. Review channel, campaign, query intent, placement, geography and daypart after an appropriate lag. Separate missed calls and scheduling failures from media quality. Allocate toward marginal job value, not merely the lowest call cost. Assess brand campaigns with appropriate reach, brand indicators and geographic outcome comparisons rather than forcing every exposure into last-click revenue.
INDUSTRY FALLACIES
Claims worth challenging.
“Only ads that produce an immediate call deserve budget.”
That assumption can starve the familiarity that influences later choices. Assign brand media a defined role and testable evaluation period while preserving demand-capture capacity.
“Every home-service lead is worth the same.”
A gutter cleaning, an emergency repair and a complete remodel have different labor, contribution, closing time and repeat potential. Use service-line outcomes to inform bidding and allocation.
“Weather explains everything—or nothing.”
Temperature, storms and seasonality can change demand independently of advertising. Document those changes alongside capacity and promotions before labeling every increase a media win.
CATEGORY-SPECIFIC APPLICATION
Different offers need different plans.
HVAC and pest control
Separate emergency calls, maintenance plans, equipment replacement and recurring pest service. Pair seasonally relevant brand creative with search that reflects actual availability. Review completed work and retained plans, not just initial bookings.
Roofing, gutters and exterior contractors
Use local proof and clear scopes to support consideration. Align roof and gutter campaigns with service territory and estimate capacity. Verify storm and insurance-related claims; compare accepted estimates and completed projects over a suitable lag.
Remodeling and general contractors
Show relevant completed work, describe project fit and qualify scope, budget and timing. Longer projects need patient cohort measurement. A portfolio view can indicate interest; it is not a qualified remodeling opportunity.
QUESTIONS BEFORE COMMITTING BUDGET
What a buyer should ask.
- What proportion of budget builds future preference versus captures current demand?
- Which jobs fit crew capacity and contribution requirements?
- Can source records be reconciled with booked and completed work by service address?
- How will weather, response speed and seasonal demand be accounted for?
PRIMARY REFERENCES
The mechanics behind the guidance.
References for platform rules and measurement definitions. The planning recommendations and category examples are TIER’s judgments, to be adapted to the client’s brief.
Sources reviewed October 7, 2026.
LET’S TALK MEDIA
What are you trying to achieve?
Tell us about your business, the markets you serve, and what your advertising needs to accomplish. We will discuss where TIER can help with planning, buying, and campaign management.