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Demand Creation for Home Service Companies

Homeowners Don’t Search for You Until Something Breaks.
By Then, They’re Choosing Between You and Ten Other Companies.

Wanamaker Advertising builds the brand that homeowners already trust when the furnace dies, the roof leaks, or the basement floods. TV, radio, and streaming — measured down to the dollar.

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The Problem

You’ve Maxed Out Google. You Know It. Your CPL Tells the Story.

The pattern looks the same for almost every home service company we talk to. You started with Google Ads. Added LSAs. Maybe layered on Meta or a lead aggregator. And for a while, it worked.

Then costs started climbing. Lead quality started slipping. You’re paying more for the same volume, and half the leads are shopping three other bids before they even pick up the phone.

That’s not a marketing problem. That’s a demand capture ceiling. You’ve squeezed everything out of the 5% of homeowners who are actively searching right now. The other 95% — the ones whose AC will fail next summer, whose roof has three years left — have no idea who you are.

That’s the gap. And it’s where the real growth lives.

The Wanamaker Approach

Demand Creation That Actually Gets Measured.

We build campaigns across TV, radio, OTT, and CTV that put your company in front of homeowners before they need you. Not vanity impressions. Not “brand awareness” that nobody can quantify. Measured demand creation.

Here’s what that looks like in practice:

01
The right media mix for your market.We analyze your DMA, your competitive set, and your economics to build a plan that fits — not a template we run for every client.
02
Attribution you can actually read.We track branded search lift, blended cost per lead, close rates, and revenue per lead. You see what every channel produces and what it costs. No black boxes.
03
A blended CPL that drops, not climbs.When demand creation works, your branded leads go up. Branded leads close at higher rates, on bigger tickets, at lower cost. Your overall CPL comes down even as your volume goes up. That’s the math most agencies never show you.

The Numbers From
Companies Like Yours.

These results come from real home service campaigns — HVAC, plumbing, roofing, windows, and waterproofing companies running with Wanamaker.

8–13x
Return on ad spend — measured across the full media mix, not cherry-picked from one channel.
$45–$85
Cost per lead — vs. the national home service average of $125–$225 from digital-only strategies.
55–70%
Lead-to-booked conversion — branded leads from demand creation close at nearly double the rate.
-24%
Average CPL decrease after adding TV and streaming to existing digital spend.
200%+
Branded search lift in 90 days — the clearest signal that demand creation is working.

One PA roofing company went from $5M to $10M in revenue in under two years. Leads up 21%. Close ratio up 15%. Average ticket up 22%. The difference wasn’t more spend — it was better spend.

Not Ready to Talk?
Start With the Math.

Download “The Homeowner Attention Gap” — a free guide that breaks down the 95/5 framework, shows what a demand-creation campaign looks like for home service companies, and walks through the economics that make it work.

We’ll email it to you. No spam, no 12-email sequence. Just the guide.

Or Skip the Guide and
Talk to Us Directly.

30 minutes. We’ll look at what you’re spending, where the ceiling is, and whether demand creation makes sense for your market and your numbers. If it doesn’t, we’ll tell you.

Book a Strategy Call No pushy sales pitch. Just a straight conversation.