Programmatic Advertising for Home Services | Create Demand Beyond Google Ads

If you’re relying on Google Ads alone, you’re fighting in the most crowded, expensive part of the market...and so is every one of your competitors. (Don't feel like reading? Watch the video here)

Google Search Ads primarily capture bottom-of-funnel buyers, roughly 3–5% of your total market who are actively searching and ready to purchase within 30–90 days.

That means 95% of your future customers are being ignored.

The Bottom-of-Funnel Trap: Why Google Ads Alone Isn’t Enough

When you only focus on search ads, you're competing in a bidding war for the same limited audience. Higher cost-per-click. Lower margins. More competitors.

Google Search captures demand. It does not create it.

The Other 90–97% of the Market: Your Future Customers

Most homeowners are not ready to buy today — but they will be in the future. This audience represents your long-term growth opportunity.

This is where programmatic advertising becomes a competitive advantage.

What Is Programmatic Advertising?

Programmatic advertising uses AI-driven technology and data targeting to place ads in front of the right audience across websites, apps, streaming TV, and display networks.

It allows you to target by ZIP code, home age, home value, household income, demographics, and behavioral data.

Learn more about how programmatic works from the Interactive Advertising Bureau (IAB): https://www.iab.com/insights/programmatic-advertising/

How to Create Demand Instead of Fighting Over It

Let’s use an insulation company as an example

Step 1: Identify Your Ideal Audience

- Homes 15+ years old
- Specific ZIP codes
- Target home values
- Homeowners aged 35+
- Exclude renters

Step 2:  Educate With Video

Educational video builds authority before the buying cycle begins. According to Google, 70% of consumers say YouTube has helped them learn about a product or service (https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/video-marketing-statistics/).

The U.S. Department of Energy estimates homeowners can save up to 15% on heating and cooling by air sealing and insulating properly: https://www.energy.gov/energysaver/air-sealing-your-home

Step 3: Retarget With a Strong Offer

After someone engages with your content, you retarget them with display ads and compelling offers. Now you're influencing awareness, consideration, and decision stages.

Full-Funnel Marketing = Sustainable Growth

When you combine programmatic awareness campaigns with Google Search, you control more of the funnel.

You create demand before competitors ever enter the conversation.

Real-World Results: Demand Creation in Action

Client 1: Calls up 178%, Forms up 86%
Client 2: Calls up 56%, Forms up 76%
Client 3: Calls up 71%, Forms up 125%

This is what it looks like to create demand instead of competing for scraps.

Why Media Genie Uses Full-Funnel Programmatic Strategies

At Media Genie, we specialize in helping home service companies dominate their markets through advanced audience targeting, video education campaigns, and intelligent retargeting strategies.

Learn more about our marketing strategies here: https://www.themediagenie.com

Explore our digital marketing services: https://www.themediagenie.com/services

Ready to Stop Competing and Start Creating Demand?

If you’re ready to influence the 95% instead of fighting over the 5%, it’s time to implement a strategic programmatic advertising plan.

Contact Media Genie today:

Schedule a strategy session or call: 888-727-0680

Let’s create demand, not just compete for it.