Google conducted a fascinating experiment to understand how consumers make decisions in the “messy middle” of their purchase journey. In this study, shoppers were presented with a fictional cereal brand they’d never heard of, placed alongside well-known brands in each category. Surprisingly, when this unknown brand was “supercharged” with strong trust signals—like five-star reviews—and maintaining presence in the prospect’s internet world, it managed to capture 28% of shopper preference, stealing substantial attention from established brands. Even more stunning is that a completely fictional insurance company gained a 78% preference from established brands.    

For the Home Services industry, this outcome highlights the power of strategic positioning. Even for new brands, presenting the right cues—trust indicators, benefits, and strong visibility—can allow you to compete with long-established players. With a focused approach to building visibility and credibility, your brand can capture consumer attention in the messy middle, where choices are made and reconsidered. Here’s a step-by-step guide to set your brand up for success, based on insights from Google’s research. 

Step 1: Build a Solid Website and SEO Strategy

Why: A reliable, user-friendly website optimized for search is essential for any brand, especially in Home Services, where consumers are actively searching for reputable providers. Your website acts as the digital storefront for your brand, setting the first impression and establishing your credibility. 

How: 

• Develop Key Pages: Focus on core service pages with clear descriptions of your offerings, benefits, and competitive differentiators. 

• SEO Optimization: Implement keyword research to target high-intent phrases like “furnace repair near me” or “emergency plumbing services.” Consistently update content to rank well and stay relevant to local searches. 

• Mobile Optimization: Ensure the site is fast and mobile-friendly to capture users across all devices, as mobile searches are common in the Home Services space. 

Step 2: Optimize Your Google Business Profile

Why: Google’s experiment shows that consumers are heavily influenced by reviews and trust signals. An optimized Google Business Profile with strong ratings creates instant credibility, making it easier to capture preference even in a competitive market. 

How: 

• Complete Profile Information: Include accurate business hours, contact information, services, and photos to give consumers all the details they need upfront. 

• Collect Five-Star Reviews: Set up an internal process to request reviews from happy customers. Automated email follow-ups or text reminders work well. 

• Engage with Reviews: Thank customers for positive feedback and professionally address any negative reviews. This shows attentiveness and builds trust with potential clients. 

Step 3: Establish a Google Local Services Ads (LSA) Profile

Why: Google LSA gives you prime visibility for local searchers ready to hire immediately. For new brands, this is an effective way to become a top consideration and capitalize on consumer trust since LSAs come with Google’s “Google Guaranteed” badge, reinforcing reliability. 

How: 

• Claim and Set Up Your Profile: Follow Google’s setup instructions to list your services, set a budget, and add your business details. 

• Focus on “Google Guaranteed” Requirements: Complete Google’s background checks and insurance requirements for the “Google Guaranteed” badge. This badge increases trust and positions your brand as a safe, reliable option. 

• Track Leads and Budget Accordingly: LSAs allow you to pay per lead, so monitor your spending and results closely to optimize performance and ROI. 

Step 4: Target the Messy Middle with Strategic Marketing

Why: Google’s research demonstrated that even fictional brands can win consumer preference in the messy middle with smart advantages, like excellent reviews and special benefits. Once you’ve established a strong foundation, focus on visibility in the consideration phase with messaging that highlights your credibility and expertise. Consumers are often comparing brands at this stage, so strategic marketing ensures you’re front and center as they weigh options. 

How: 

• AI-Driven Programmatic Advertising: Leverage MarketStorm’s custom algorithms to place AI-driven ads strategically across platforms, ensuring your brand remains visible everywhere the customer goes. 

• Highlight Trust Factors and Benefits: Use messaging that emphasizes five-star reviews, quality service, and any specific guarantees. This mirrors the cues that Google found to sway consumers even toward unknown brands. 

• Consistent Presence Across Channels: Use a mix of search ads, display ads, CTV, Streaming Audio and even in-app placements to meet consumers where they spend time. Repetition builds familiarity and increases the chances of winning preference. 

Summary: Setting Your Brand Up for Success

By implementing these steps, new brands can position themselves as top contenders in the messy middle, capturing preference even when competing with established names. Start with a solid foundation—your website, SEO, Google Business Profile, and LSA profile—to build trust and visibility. Then, leverage targeted advertising to stay present and reinforce your brand’s strengths. With these tactics in place, your brand can successfully navigate the messy middle and win consumer preference.