There’s an urban myth that someone looking for home services—like heating, air conditioning, plumbing, or roofing—books an appointment within 40 minutes of a search. And while that may be true for the final search, it tells only a fraction of the story. The real question isn’t just when someone converts; it’s what got them there in the first place. 

Some marketers still hold onto the outdated belief that it takes seven ad touches before a consumer makes a purchase. That rule was debunked long ago, but the digital transformation brought on by the pandemic accelerated changes in consumer behavior even more. 

Our latest data tells a very different story. Looking at conversions from January 2025, the average consumer journey took 43.8 days and 45 ad exposures before making a decision. That’s a far cry from a single search or just seven impressions. 

The Journey to Conversion: A Reality Check 

Think about your own buying habits. When was the last time you made a significant purchase the moment you first considered it? Chances are, you did some research. You read reviews, compared options, maybe even got distracted and put the decision on hold for a bit. That’s exactly what’s happening in home services, too. 

A homeowner may start considering a new HVAC system in the middle of a cold snap, but that doesn’t mean they’re booking an installation that same day. They might browse options, check financing, ask for recommendations, and wait for a special offer. That process takes time—and multiple brand exposures—to guide them to the final decision. 

Why More Touchpoints Matter 

People don’t just click and convert. They see an ad while scrolling social media, hear a brand mentioned in conversation, get retargeted on their favorite news site, and then—after weeks of passive and active research—they take action. 

The marketers who still focus solely on last-click attribution are missing the bigger picture. Conversion is a process, not a moment. If you aren’t present throughout the journey, you risk losing to a competitor who is. 

Winning in the Real Consumer Journey 

If you want to drive conversions, stop obsessing over the final click and start focusing on consistent presence. Here’s what it takes: 

• Longer-term engagement – People don’t buy on impulse when it comes to home services. Be present throughout their decision-making process. 
• Multiple touchpoints – Your audience needs to see your brand across different channels—display, native, video, streaming audio, and search—to build recognition and trust.
• Smart targeting – Behavioral data, not outdated rules, should guide your strategy. If you’re only counting direct searches, you’re missing most of the journey. 

The Takeaway 

Conversions don’t happen in an instant. They’re the result of weeks—sometimes months—of exposure, engagement, and brand reinforcement. If you want to win, you have to show up early and often. The old rules don’t apply anymore, and the brands that adapt to the real customer journey are the ones that will succeed. The best rule of thumb is to consider your own behavior, it is likely more representative of your customers than you might think. 

So next time someone tells you conversions happen in 40 minutes or after seven ad touches, or solely because of a PPC ad, ask yourself: When was the last time you bought something important that fast?