In our recent blog series on Google’s Decoding Decisions: Making Sense of the Messy Middle, we explored how today’s consumer journey has shifted from a straightforward funnel to a looping, unpredictable path of exploration and evaluation. For marketers in the Home Services industry, this shift is crucial—because, unlike eCommerce where a click completes a transaction, success in Home Services often means a phone call, online scheduling, or a form fill. 

To effectively reach potential customers, Home Services companies can leverage programmatic advertising that includes display, native ads, CTV (connected TV), and connected audio ads. These programmatic formats build brand awareness, engage with potential customers, and gently guide them toward making decisions. Yet, the actual conversion—whether a call, schedule, or form fill—may not happen directly on your website. Many consumers will take action off-site through platforms like Google Business Profile (GBP) or Google Lead Services. 

Here’s how to use these programmatic formats to engage with potential customers in the messy middle and drive high-value conversions. 

Why the Simple Funnel Doesn’t Apply to Home Services 

For Home Services, a traditional “funnel” approach no longer captures the reality of how consumers make decisions. Choosing a plumber, landscaper, or HVAC specialist often means navigating a winding journey across search engines, comparison sites, and social media platforms. Programmatic ads are essential for bringing awareness and engaging with potential customers in these spaces, but the final conversion may happen off-site through: 

• Google Business Profile (GBP), where consumers can click to call or send a message directly from search results. 

• Google Lead Services, allowing customers to submit inquiries directly on the search page. 

• Form fills or scheduling widgets on your website. 

Understanding this journey—and the unique role of programmatic ads in shaping it—is key for Home Services marketers.

1. Driving Awareness with Diverse Programmatic Ad Formats

Programmatic advertising across display, native, CTV, and connected audio is a powerful way to bring your brand into the messy middle. Each format engages customers across different platforms and media, enhancing brand visibility: 

• Display Ads: These visual ads appear across websites and apps, showcasing your brand to people as they browse online. Display ads can highlight customer reviews, company awards, or special offers, making your services stand out in a crowded space. 

• Native Ads: Native ads blend with the content consumers are reading, often appearing on blogs, news sites, and industry articles. These ads are ideal for educating potential customers about your brand and offering helpful advice, creating a sense of trust early on. 

• CTV Ads: Connected TV ads reach people streaming video content. For Home Services, CTV can target local audiences and share your story through video, building brand credibility among viewers who may later search for your services. 
• Connected Audio: Audio ads on streaming services reach users on Spotify, Pandora, or podcasts, allowing you to share quick, memorable brand messages. These can resonate with consumers as they explore options and give you a voice in their consideration process.

Using AI to Influence the Decision-Making

JourneyAI-driven programmatic ads personalize messaging and respond to consumer behavior in real time. For Home Services, AI can support potential customers during exploration and evaluation by offering tailored messages: 

• Intent Recognition for Contextual Messaging: AI can detect when a consumer is in exploration mode—perhaps reading up on seasonal home maintenance—or in evaluation mode, comparing options. During exploration, ads could feature your company’s credibility, like customer reviews or guarantees, while evaluation-phase ads could focus on special offers or time-sensitive promotions. 

• Leveraging Psychological Biases: Decoding Decisions identified that consumers respond to biases like social proof, scarcity, and authority. Programmatic ads can integrate these to build confidence: display ads that show “5-star rated by customers” or CTV ads that convey your expertise with customer testimonials.

3. Capturing Conversions in Off-Site Touchpoints

Many Home Services conversions happen outside of your website, which is why optimizing off-site profiles like GBP is essential: 

• Optimizing Google Business Profile (GBP): A fully optimized GBP helps potential customers take action by enabling them to call, schedule, or message directly from search. Including recent photos, reviews, and special offers can make your business more appealing. 

• Using Google Lead Services for Easy Inquiries: Google Lead Services lets customers submit forms without leaving the search page, a feature especially useful for people on mobile devices who are ready to inquire about services. 

4. Moving Beyond Last-Click Attribution

With today’s journey involving so many touchpoints, last-click attribution misses the broader influence of your programmatic ads. Here’s how to get a clearer picture of how ads drive conversions: 

• Track Multi-Touch Interactions: Use tools like Google Analytics to track consumers from programmatic ads to GBP clicks and other off-site actions. Platforms like Domo or Matomo can also provide insights into multi-touch interactions. 

• Value Micro-Conversions: Smaller actions, like form fills or visits to scheduling pages, indicate meaningful engagement. Tracking these micro-conversions helps measure programmatic ads’ influence throughout the consumer journey. 

Embracing the Messy Middle to Drive High-Value Conversions 

For Home Services, the messy middle is an opportunity to build brand recognition and engage with consumers throughout their decision-making process. By using programmatic ads across display, native, CTV, and connected audio, you’re building visibility and credibility from the moment consumers begin exploring options. 

With a well-rounded programmatic strategy, marketers can meet consumers wherever they are, guiding them seamlessly through exploration, evaluation, and—ultimately—conversion, whether it’s through a phone call, scheduling, or form fill. As the customer journey continues to evolve, embracing this approach will make your brand the trusted choice when it’s time for action