{"id":43880,"date":"2026-06-30T10:01:35","date_gmt":"2026-06-30T14:01:35","guid":{"rendered":"https:\/\/www.performcb.com\/?p=43880"},"modified":"2026-06-30T10:01:37","modified_gmt":"2026-06-30T14:01:37","slug":"home-services-marketing-before-paid-search","status":"publish","type":"post","link":"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/","title":{"rendered":"How Home Services Brands Win Customers Before They Ever Search on Google"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a6319fd2f977\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #58595b;color:#58595b\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #58595b;color:#58595b\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a6319fd2f977\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Table_of_Contents\" >Table of Contents<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Quick_Answer\" >Quick Answer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#The_Real_Problem_with_Home_Services_Paid_Search\" >The Real Problem with Home Services Paid Search<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#The_Search_Trap\" >The Search Trap<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#What_Pre-Search_Homeowner_Acquisition_Actually_Means\" >What Pre-Search Homeowner Acquisition Actually Means<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#What_Changes_When_You_Reach_Homeowners_Earlier\" >What Changes When You Reach Homeowners Earlier?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#How_Native_Advertising_and_Pre-Search_Channels_Create_Demand\" >How Native Advertising and Pre-Search Channels Create Demand<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Native_Advertising_for_Home_Services_Where_It_Fits\" >Native Advertising for Home Services: Where It Fits<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Which_Pre-Search_Channels_Actually_Deserve_Budget\" >Which Pre-Search Channels Actually Deserve Budget?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Channel_Fit_by_Home_Services_Use_Case\" >Channel Fit by Home Services Use Case<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Decision_Verdict\" >Decision Verdict<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Performcb_Proof_Point_Home_Improvement_Growth_Beyond_Existing_Channels\" >Perform[cb] Proof Point: Home Improvement Growth Beyond Existing Channels<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#How_to_Measure_Incremental_Demand_Without_Fooling_Yourself\" >How to Measure Incremental Demand Without Fooling Yourself<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Incrementality_Measurement_Framework\" >Incrementality Measurement Framework<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Common_Scenarios_Where_Pre-Search_Acquisition_Works_Best\" >Common Scenarios Where Pre-Search Acquisition Works Best<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Scenario_1_HVAC_Brand_Fighting_Seasonal_CAC_Spikes\" >Scenario 1: HVAC Brand Fighting Seasonal CAC Spikes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Scenario_2_Solar_Brand_Selling_Before_the_Quote_Request\" >Scenario 2: Solar Brand Selling Before the Quote Request<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Scenario_3_Roofing_Brand_Responding_Before_the_Storm_Search_Surge\" >Scenario 3: Roofing Brand Responding Before the Storm Search Surge<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Scenario_4_Home_Improvement_Brand_Building_the_Pipeline_Before_Renovation_Season\" >Scenario 4: Home Improvement Brand Building the Pipeline Before Renovation Season<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#When_Paid_Search_Should_Still_Lead\" >When Paid Search Should Still Lead<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#FAQ_Home_Services_Marketing_Before_Paid_Search\" >FAQ: Home Services Marketing Before Paid Search<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#What_is_home_services_marketing_before_paid_search\" >What is home services marketing before paid search?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Is_home_services_marketing_before_paid_search_replacing_Google_Ads\" >Is home services marketing before paid search replacing Google Ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Is_pre-search_traffic_lower_intent\" >Is pre-search traffic lower intent?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Does_native_advertising_work_for_home_services\" >Does native advertising work for home services?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Which_channels_work_best_for_reaching_homeowners_before_they_search_Google\" >Which channels work best for reaching homeowners before they search Google?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#How_should_marketers_measure_pre-search_acquisition_and_CAC_impact\" >How should marketers measure pre-search acquisition and CAC impact?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/www.performcb.com\/content-hub\/home-services-marketing-before-paid-search\/#Win_the_Customer_Before_the_Auction_Gets_Expensive\" >Win the Customer Before the Auction Gets Expensive<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Home services marketers do not need another lecture on paid search.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>You know why it works. When a homeowner searches &#8220;roof repair near me,&#8221; &#8220;new HVAC system cost,&#8221; or &#8220;solar installation quote,&#8221; intent is already on the table.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>But, by the time a homeowner hits Google, the auction is packed, the comparison set is crowded, and the brand with the cleanest economics is not always the brand that wins. According to <a href=\"https:\/\/localiq.com\/blog\/home-services-search-advertising-benchmarks\/\">LocaliQ&#8217;s 2025 home services search advertising benchmarks<\/a>, the average home services search ad Cost Per Click (CPC) is $7.85, with an average Cost Per Lead (CPL) of $90.92.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>That is the average, not the pain ceiling.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>If your acquisition plan starts when the homeowner searches, you are showing up after the problem has already become urgent.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The brands building stronger CAC efficiency are getting in earlier. They are reaching homeowners while the need is forming, while research is happening, and while competitors are still waiting for a keyword to fire.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"table-of-contents\"><span class=\"ez-toc-section\" id=\"Table_of_Contents\"><\/span>Table of Contents<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#one\">Quick Answer<\/a><\/li>\n\n\n\n<li><a href=\"#two\">The Real Problem with Home Services Paid Search<\/a><\/li>\n\n\n\n<li><a href=\"#three\">What Pre-Search Homeowner Acquisition Actually Means<\/a><\/li>\n\n\n\n<li><a href=\"#four\">How Native Advertising and Pre-Search Channels Create Demand<\/a><\/li>\n\n\n\n<li><a href=\"#five\">Which Pre-Search Channels Actually Deserve Budget?<\/a><\/li>\n\n\n\n<li><a href=\"#six\">Decision Verdict<\/a><\/li>\n\n\n\n<li><a href=\"#seven\">Perform<sup>[cb]<\/sup> Proof Point: Home Improvement Growth Beyond Existing Channels<\/a><\/li>\n\n\n\n<li><a href=\"#eight\">How to Measure Incremental Demand Without Fooling Yourself<\/a><\/li>\n\n\n\n<li><a href=\"#nine\">Common Scenarios Where Pre-Search Acquisition Works Best<\/a><\/li>\n\n\n\n<li><a href=\"#ten\">When Paid Search Should Still Lead<\/a><\/li>\n\n\n\n<li><a href=\"#eleven\">FAQ: Home Services Marketing Before Paid Search<\/a><\/li>\n\n\n\n<li><a href=\"#twelve\">Planning Frameworks for Pre-Search Home Services Campaigns<\/a><\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"one\"><span class=\"ez-toc-section\" id=\"Quick_Answer\"><\/span>Quick Answer<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Home services marketing before paid search means reaching homeowners before they actively search Google for a provider. Instead of only bidding on urgent bottom-funnel demand, brands use native advertising, contextual placements, rewarded in-app traffic, keyword conquesting, card-linked offers, and verified engagement campaigns to create demand earlier and reduce CAC pressure.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"two\"><span class=\"ez-toc-section\" id=\"The_Real_Problem_with_Home_Services_Paid_Search\"><\/span>The Real Problem with Home Services Paid Search<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Paid search is not broken.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It is just expensive to treat it like your only acquisition engine.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Search works best when a homeowner has already named the problem. That makes it valuable, but it also makes it obvious. Every serious HVAC, roofing, solar, plumbing, pest control, and home improvement brand wants that same click.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The result is a squeeze every home services marketer recognizes. More budget flows into the same bottom-funnel terms. CPCs climb as local competition intensifies. Lead quality fractures by keyword, market, and provider availability. CAC creeps up while volume becomes harder to scale &#8211; and the dashboard still looks busy enough to feel like progress.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This is where many brands make the wrong move. They keep raising bids because the channel still converts.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A marketer might start the year with a $110 CPL target, watch core terms move closer to $150 by Q3, and still miss booked-job goals because the added spend is buying more competition, not more demand.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>That is not a search problem. That is a timing problem.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Search_Trap\"><\/span><strong>The Search Trap<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>What Marketers See<\/strong><\/td><td><strong>What Is Usually Happening<\/strong><\/td><\/tr><tr><td>Search converts well<\/td><td>The homeowner is already deep in the buying journey<\/td><\/tr><tr><td>More spend creates more leads<\/td><td>Marginal leads often cost more than core volume<\/td><\/tr><tr><td>Competitors dominate impression share<\/td><td>Everyone is chasing the same urgent demand<\/td><\/tr><tr><td>CAC rises despite optimization<\/td><td>The brand is buying late-stage intent instead of building earlier intent<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The fix is not abandoning search. The fix is giving search more demand to capture.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For a broader view of how performance-based acquisition supports channels already working, see <a href=\"https:\/\/www.performcb.com\/content-hub\/cpa-marketing-for-brands\/\">Perform<sup>[cb]<\/sup>&#8216;s CPA marketing guide for brands<\/a>.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"three\"><span class=\"ez-toc-section\" id=\"What_Pre-Search_Homeowner_Acquisition_Actually_Means\"><\/span>What Pre-Search Homeowner Acquisition Actually Means<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pre-search homeowner acquisition is the strategy of reaching homeowners before they search Google for a specific home services provider.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The audience is not cold. It is early.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Homeowners research before they search. They read about high energy bills before evaluating solar, compare HVAC maintenance tips before a system fails, follow storm coverage before checking roof damage, and research renovation financing before choosing a contractor.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>That window is where preferences start forming. Pre-search homeowner acquisition gives brands a chance to influence the decision earlier, when attention is less expensive and competition is less direct.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This is not upper-funnel theater.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Done well, pre-search acquisition is measured against customer outcomes, not vanity metrics.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Most home services acquisition plans are organized around channel mix.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>That misses the better question.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The better question is: when does the homeowner become reachable before they become expensive?<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The answer depends on the category.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In HVAC, the signal is content about utility bills, old units, or seasonal maintenance. In roofing, it is weather coverage, hail alerts, insurance questions, or post-storm cleanup content. In solar, it is energy savings, tax credits, and household electrification.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/ir.angi.com\/news-releases\/news-release-details\/angi-releases-2024-state-home-spending-report\">Angi\u2019s 2024 State of Home Spending Report<\/a> found that total home project spending declined 12% in 2024, yet 93% of homeowners still planned projects in 2025.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Homeowners are still planning work, but they are more selective about where money goes.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Selective homeowners research longer.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>That creates more chances to influence them before they click a search ad.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Changes_When_You_Reach_Homeowners_Earlier\"><\/span><strong>What Changes When You Reach Homeowners Earlier?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Late-Stage Search Only<\/strong><\/td><td><strong>Pre-Search Plus Search<\/strong><\/td><\/tr><tr><td>You compete when urgency is highest<\/td><td>You build familiarity before urgency peaks<\/td><\/tr><tr><td>You pay for active comparison<\/td><td>You shape the comparison set<\/td><\/tr><tr><td>You rely on available search volume<\/td><td>You create more future demand<\/td><\/tr><tr><td>You optimize keywords<\/td><td>You optimize timing, audience, and outcome quality<\/td><\/tr><tr><td>You measure last-click wins<\/td><td>You measure net-new customer lift<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The marketer who wins is not always the one with the highest bid.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It is often the one the homeowner recognizes before they ever open the search tab.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"four\"><span class=\"ez-toc-section\" id=\"How_Native_Advertising_and_Pre-Search_Channels_Create_Demand\"><\/span>How Native Advertising and Pre-Search Channels Create Demand<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Native advertising works for home services because it reaches homeowners while they are consuming related content, not while they are actively shopping providers.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>That difference is the whole point.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A roofing brand does not need to wait for \u201croof replacement near me.\u201d It can reach homeowners reading storm damage explainers, hail preparedness content, or insurance claim guidance.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>An HVAC brand does not need to wait for \u201cAC repair emergency.\u201d It can reach homeowners reading about high electric bills, system maintenance, or indoor air quality.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Native advertising home services campaigns work best when the message matches the moment.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Not every homeowner is ready for a quote.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Many are ready for a reason to pay attention.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Native_Advertising_for_Home_Services_Where_It_Fits\"><\/span><strong>Native Advertising for Home Services: Where It Fits<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Home Services Category<\/strong><\/td><td><strong>Pre-Search Content Moment<\/strong><\/td><td><strong>Better Message Angle<\/strong><\/td><td><strong>Outcome to Measure<\/strong><\/td><\/tr><tr><td>HVAC<\/td><td>Rising utility bills, seasonal maintenance, old systems<\/td><td>&#8220;Know when repair stops making financial sense&#8221;<\/td><td>Qualified appointment requests<\/td><\/tr><tr><td>Roofing<\/td><td>Storm coverage, hail alerts, insurance questions<\/td><td>&#8220;Check for damage before small issues get expensive&#8221;<\/td><td>Inspection requests<\/td><\/tr><tr><td>Solar<\/td><td>Energy bills, tax incentives, grid costs<\/td><td>&#8220;See if your home qualifies for savings&#8221;<\/td><td>Verified quote starts<\/td><\/tr><tr><td>Pest Control<\/td><td>Seasonal pest activity, local outbreaks<\/td><td>&#8220;Stop the issue before it spreads&#8221;<\/td><td>New customer bookings<\/td><\/tr><tr><td>Home Improvement<\/td><td>Financing, renovation planning, project costs<\/td><td>&#8220;Plan the project before prices surprise you&#8221;<\/td><td>Consultation requests<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For a deeper look at acquisition sources that consistently produce quality leads, read <a href=\"https:\/\/www.performcb.com\/content-hub\/where-top-home-services-brands-find-their-best-leads\/\">Perform<sup>[cb]<\/sup>&#8216;s guide to where top home services brands find their best leads<\/a>.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Native is not a cheaper version of search.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Native is how you get into the decision earlier.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"five\"><span class=\"ez-toc-section\" id=\"Which_Pre-Search_Channels_Actually_Deserve_Budget\"><\/span>Which Pre-Search Channels Actually Deserve Budget?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Not every channel deserves a seat in the plan.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The right channel depends on the homeowner&#8217;s decision stage, the service category, and how tightly the campaign can connect engagement to downstream outcomes.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Most acquisition platforms stop at the click, lead, or form-fill layer. They can tell you what converted, but not which environments, partners, and engagement signals consistently produce customers worth keeping.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/www.performcb.com\/our-outcome-based-approach\/\">Perform<sup>[cb]<\/sup>&#8216;s Outcome Engine<\/a> is built to close that gap. It evaluates source-level performance, partner quality, conversion validation, fraud signals, payout rules, and downstream customer outcomes. Then it automatically reallocates spend toward partners and placements, producing approved outcomes while suppressing low-quality traffic before it distorts campaign data.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The goal is not to rip budget out of search.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The goal is to create more customers your current channels can help close.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Channel_Fit_by_Home_Services_Use_Case\"><\/span><strong>Channel Fit by Home Services Use Case<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Channel<\/strong><\/td><td><strong>Where It Works Best<\/strong><\/td><td><strong>Watchout<\/strong><\/td><td><strong>Strongest Outcome Signal<\/strong><\/td><\/tr><tr><td>Native Advertising<\/td><td>HVAC, roofing, solar, pest control, renovation planning<\/td><td>Weak creative turns it into low-intent traffic<\/td><td>Quote starts, appointments, booked consultations<\/td><\/tr><tr><td>Contextual Placements<\/td><td>Weather, energy, financing, maintenance, local project content<\/td><td>Context must be specific, not broadly &#8220;home&#8221;<\/td><td>Lead quality by content category<\/td><\/tr><tr><td>Rewarded In-App Traffic<\/td><td>Offer discovery, eligibility checks, consideration-stage engagement<\/td><td>Incentive must not replace genuine intent<\/td><td>Verified engagement tied to down-funnel events<\/td><\/tr><tr><td>Keyword Conquesting<\/td><td>Adjacent solution research and competitor comparison moments<\/td><td>Needs careful compliance and message discipline<\/td><td>Conversion assist rate and new customer rate<\/td><\/tr><tr><td>Card-Linked Offers<\/td><td>Local services, seasonal promotions, service-triggered spending<\/td><td>Best for clear consumer actions, not complex education<\/td><td>Redeemed offers and customer matchback<\/td><\/tr><tr><td>CPE-Optimized Campaigns<\/td><td>Multi-step funnels where engagement predicts conversion quality<\/td><td>Optimize to meaningful events, not cheap actions<\/td><td>Verified down-funnel event completion<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The mistake is treating these channels like a menu.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>They are not equal. They are levers.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>An HVAC brand with high seasonal urgency should prioritize contextual placements and native content tied to energy costs. A solar brand with a longer research cycle should test native education, keyword conquesting, and CPE campaigns tied to eligibility checks. A regional roofing brand after storm activity should lean into contextual placements first, then use search to capture the surge.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>That is the performance marketer&#8217;s edge: matching channel to timing instead of matching budget to habit.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"six\"><span class=\"ez-toc-section\" id=\"Decision_Verdict\"><\/span>Decision Verdict<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Paid search is the better choice when you need to capture homeowners who are already searching.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Pre-search homeowner acquisition is the better choice when you need to create more demand, reduce dependence on crowded auctions, and improve blended CAC over time.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Most growth teams need both.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Decision Category<\/strong><\/td><td><strong>Paid Search Wins When&#8230;<\/strong><\/td><td><strong>Pre-Search Wins When&#8230;<\/strong><\/td><td><strong>Best Overall Choice<\/strong><\/td><\/tr><tr><td>Immediate lead volume<\/td><td>You need leads this week<\/td><td>You can build future demand<\/td><td>Paid Search<\/td><\/tr><tr><td>CAC efficiency<\/td><td>CPCs are stable and quality is strong<\/td><td>Search CAC is rising or plateauing<\/td><td>Pre-Search<\/td><\/tr><tr><td>Market expansion<\/td><td>Existing search volume is enough<\/td><td>Search volume caps growth<\/td><td>Pre-Search<\/td><\/tr><tr><td>Brand familiarity<\/td><td>Homeowners already know you<\/td><td>You need earlier consideration<\/td><td>Pre-Search<\/td><\/tr><tr><td>Measurement control<\/td><td>Last-click reporting is the only available view<\/td><td>You can track lift, assists, and verified outcomes<\/td><td>Pre-Search<\/td><\/tr><tr><td>Sustainable growth<\/td><td>Search still scales efficiently<\/td><td>You want more customers without overpaying for every click<\/td><td>Combined Approach<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The strongest move is not choosing a favorite channel.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It is building a system where paid search captures demand and pre-search acquisition creates more of it. Perform<sup>[cb]<\/sup>\u2019s Outcome Engine is designed around that idea: measure the customer outcome, validate the traffic source, and optimize toward the partners that create customers instead of clicks.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"seven\"><span class=\"ez-toc-section\" id=\"Performcb_Proof_Point_Home_Improvement_Growth_Beyond_Existing_Channels\"><\/span>Perform<sup>[cb]<\/sup> Proof Point: Home Improvement Growth Beyond Existing Channels<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A home improvement marketer specializing in homeowner lead generation for contractor and home improvement service projects needed more volume without letting lead quality collapse. Their existing acquisition program had room to grow, but a flat payout structure made it harder to separate high-performing sources from traffic that looked efficient on the surface and underperformed later.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Perform<sup>[cb]<\/sup> expanded the program beyond its existing acquisition mix by introducing and testing new traffic channels throughout the funnel. PerformSense AI analyzed historical performance data to identify the channels most likely to produce qualified prospects, then the Outcome Engine optimized spend in real time toward sources producing stronger conversion behavior. Lead sources were evaluated against qualification and conversion data, not just front-end form volume, so the team could scale the partners driving meaningful outcomes and pull back on weaker traffic before it diluted performance.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Over four years, <a href=\"https:\/\/www.performcb.com\/case-studies\/study\/home-improvement-marketer-achieves-exponential-growth-with-new-performance-channels\/\">the home services client increased conversions by 41%<\/a>. The program also produced a 1,917% increase in quality leads, but the conversion lift is the number that matters most: more of the acquired demand turned into a downstream action the business could use.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26121938\/Blog-Callout-6.png\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"174\" src=\"https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26121938\/Blog-Callout-6-1024x174.png\" alt=\"\" class=\"wp-image-43882\" srcset=\"https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26121938\/Blog-Callout-6-1024x174.png 1024w, https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26121938\/Blog-Callout-6-300x51.png 300w, https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26121938\/Blog-Callout-6-768x130.png 768w, https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26121938\/Blog-Callout-6-1536x260.png 1536w, https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26121938\/Blog-Callout-6.png 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The lesson is not \u201cadd more traffic.\u201d<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The lesson is that the right payout structure, partner mix, and quality controls can unlock scale that a one-channel acquisition plan leaves on the table.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"eight\"><span class=\"ez-toc-section\" id=\"How_to_Measure_Incremental_Demand_Without_Fooling_Yourself\"><\/span>How to Measure Incremental Demand Without Fooling Yourself<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The hard question is not whether pre-search acquisition drove leads.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The hard question is whether those leads were new.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Performance marketers should be allergic to channels that take credit for demand search would have captured anyway. That is how budgets get bloated and dashboards get polite.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Measure pre-search acquisition by how much net-new customer volume it creates at an acceptable CAC.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Incrementality_Measurement_Framework\"><\/span><strong>Incrementality Measurement Framework<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Measurement Method<\/strong><\/td><td><strong>What It Tells You<\/strong><\/td><td><strong>When to Use It<\/strong><\/td><\/tr><tr><td>Geo Holdout Test<\/td><td>Whether exposed markets outperform non-exposed markets<\/td><td>Regional home services campaigns<\/td><\/tr><tr><td>Conversion Path Analysis<\/td><td>Whether pre-search touchpoints influence later search or direct conversions<\/td><td>Multi-channel acquisition programs<\/td><\/tr><tr><td>New vs Returning Lead Analysis<\/td><td>Whether campaigns attract fresh prospects<\/td><td>Brands with strong CRM history<\/td><\/tr><tr><td>Assisted Conversion Review<\/td><td>Whether early engagement contributes to booked outcomes<\/td><td>Native and contextual campaigns<\/td><\/tr><tr><td>CAC Cohort Comparison<\/td><td>Whether blended acquisition cost improves over time<\/td><td>Budget reallocation decisions<\/td><\/tr><tr><td>Down-Funnel Event Tracking<\/td><td>Whether leads become appointments, quotes, installs, or customers<\/td><td>CPE and pay-for-performance campaigns<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The best measurement systems do not reward the first click or the last click by default.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>They reward the channel that helped create the customer.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This is where pay-for-performance earns its keep. You are not paying because someone clicked. You are paying when the agreed customer action happens.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For home services brands running pre-search acquisition programs, earlier demand means stricter controls.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The wrong partner mix can create form fills that look good in a spreadsheet and collapse in sales follow-up.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Perform<sup>[cb]<\/sup>\u2019s PerformSHIELD fraud protection technology monitors traffic quality, flags suspicious activity, and helps protect campaigns before bad data distorts optimization decisions.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26122115\/Blog-Callout-8.png\"><img decoding=\"async\" width=\"1024\" height=\"174\" src=\"https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26122115\/Blog-Callout-8-1024x174.png\" alt=\"\" class=\"wp-image-43885\" srcset=\"https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26122115\/Blog-Callout-8-1024x174.png 1024w, https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26122115\/Blog-Callout-8-300x51.png 300w, https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26122115\/Blog-Callout-8-768x130.png 768w, https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26122115\/Blog-Callout-8-1536x260.png 1536w, https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26122115\/Blog-Callout-8.png 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Quality does not happen after the campaign launches.<\/p>\n\n\n\n<p>Design it into the campaign before the first homeowner sees the offer.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"nine\"><span class=\"ez-toc-section\" id=\"Common_Scenarios_Where_Pre-Search_Acquisition_Works_Best\"><\/span>Common Scenarios Where Pre-Search Acquisition Works Best<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The middle of the funnel is where too many home services brands get vague.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Here is what it actually looks like by category.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Scenario_1_HVAC_Brand_Fighting_Seasonal_CAC_Spikes\"><\/span><strong>Scenario 1: HVAC Brand Fighting Seasonal CAC Spikes<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>A regional HVAC brand enters summer with strong paid search coverage and a CPL target of $125. By late July, emergency repair terms are crowded, competitor promotions are aggressive, and marginal CPL moves toward $170 in several markets.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The brand does not need another bid adjustment.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It needs demand earlier.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A pre-search plan can launch in March and April against energy-efficiency content, seasonal maintenance articles, and \u201crepair vs replace\u201d education. Native and contextual placements can push homeowners toward a system-age assessment or savings calculator before the first heat wave.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The test should not stop at engagement. It should compare exposed and non-exposed markets on booked appointment rate, assisted search conversions, and blended CAC once peak-season demand arrives.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>HVAC Acquisition Moment<\/strong><\/td><td><strong>Search-Only Approach<\/strong><\/td><td><strong>Pre-Search Approach<\/strong><\/td><\/tr><tr><td>March to April<\/td><td>Minimal activity outside brand terms<\/td><td>Educate homeowners on system age and energy waste<\/td><\/tr><tr><td>May to June<\/td><td>Begin bidding on seasonal repair terms<\/td><td>Retarget engaged homeowners with appointment offers<\/td><\/tr><tr><td>July to August<\/td><td>Compete heavily on emergency intent<\/td><td>Capture warmed demand through search and direct paths<\/td><\/tr><tr><td>Outcome Goal<\/td><td>More leads during peak competition<\/td><td>Lower blended CAC and higher booked appointment rate<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Scenario_2_Solar_Brand_Selling_Before_the_Quote_Request\"><\/span><strong>Scenario 2: Solar Brand Selling Before the Quote Request<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Solar is rarely a one-click decision.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Homeowners research utility bills, incentives, financing, roof suitability, and provider credibility before requesting a quote. If a brand waits for \u201csolar company near me,\u201d it enters after the homeowner has already built a mental shortlist.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A pre-search strategy can use native advertising and keyword conquesting to reach homeowners researching energy savings, local incentives, and rising electricity costs. CPE-optimized campaigns can drive verified eligibility checks instead of low-quality form fills.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The measurement plan should separate curiosity from intent. A useful solar test should track eligibility-check completion, qualified quote starts, assisted branded search, and new customer rate by traffic source. If the campaign only reports clicks or form volume, it is not ready to scale.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Scenario_3_Roofing_Brand_Responding_Before_the_Storm_Search_Surge\"><\/span><strong>Scenario 3: Roofing Brand Responding Before the Storm Search Surge<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>After severe weather, search demand spikes fast.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>So does competition.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A roofing brand that only activates after storm-related search volume climbs is already late.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Contextual placements tied to storm coverage, neighborhood damage reports, and insurance education can reach homeowners before they search \u201croof inspection near me.\u201d<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The better message is not \u201cBuy a roof.\u201d<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It is \u201cCheck for damage before a small issue becomes a claim headache.\u201d<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>That angle fits the homeowner\u2019s moment and gives the brand a reason to be useful before it asks for the lead. The campaign should be scored by inspection requests, completed appointment bookings, conversion assist rate from weather-related placements, and lead-to-inspection quality by ZIP code or storm-affected market.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Scenario_4_Home_Improvement_Brand_Building_the_Pipeline_Before_Renovation_Season\"><\/span><strong>Scenario 4: Home Improvement Brand Building the Pipeline Before Renovation Season<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Home improvement brands often face a different problem than emergency services.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The homeowner is not panicked. They are planning.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/www.houzz.com\/magazine\/2024-u-s-houzz-and-home-study-renovation-trends-stsetivw-vs~174492310\">Houzz&#8217;s 2024 U.S. Houzz &amp; Home Study<\/a> found that kitchen renovations averaged 9.6 months of planning and 5.1 months of building.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>That is not a short funnel.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It is a runway.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A regional home improvement brand might enter spring with an $85 CPL target and a full calendar of consultation goals for late summer. Search can capture homeowners who are ready to compare contractors, but it will miss the homeowners still building budgets, saving inspiration, and deciding whether the project is worth doing this year.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A pre-search activation can start 90 to 120 days before peak consultation season. Native placements can reach homeowners reading about renovation costs, financing, kitchen upgrades, and contractor timelines. Card-linked offers can support measurable engagement for qualified local homeowners. CPE campaigns can optimize toward completed project-planning tools or consultation eligibility checks.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Planning Window<\/strong><\/td><td><strong>Homeowner Behavior<\/strong><\/td><td><strong>Smart Pre-Search Activation<\/strong><\/td><td><strong>Outcome Goal<\/strong><\/td><\/tr><tr><td>120 days out<\/td><td>Researching costs and project scope<\/td><td>Native content around budgeting and planning<\/td><td>Build qualified audience pools<\/td><\/tr><tr><td>90 days out<\/td><td>Comparing timelines and financing options<\/td><td>Contextual placements and card-linked offers<\/td><td>Increase serious consultation intent<\/td><\/tr><tr><td>60 days out<\/td><td>Shortlisting providers<\/td><td>CPE campaigns tied to planning tools or eligibility checks<\/td><td>Drive verified consultation starts<\/td><\/tr><tr><td>30 days out<\/td><td>Requesting bids<\/td><td>Paid search and retargeting<\/td><td>Convert warmed demand into booked consultations<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The win is not simply generating a cheaper lead.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The win is entering the project plan before the homeowner has chosen a budget, a timeline, or a provider shortlist.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ten\"><span class=\"ez-toc-section\" id=\"When_Paid_Search_Should_Still_Lead\"><\/span>When Paid Search Should Still Lead<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pre-search acquisition is not magic dust.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Paid search should still lead when immediate demand capture matters more than demand creation.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>That is often true when a brand has limited service capacity, tight local coverage, strong search economics, or a short sales cycle where urgency dominates the decision.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>If branded and non-branded search are still scaling profitably, keep them funded.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26122422\/Blog-Callout-7-1.png\"><img decoding=\"async\" width=\"1024\" height=\"174\" src=\"https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26122422\/Blog-Callout-7-1-1024x174.png\" alt=\"\" class=\"wp-image-43886\" srcset=\"https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26122422\/Blog-Callout-7-1-1024x174.png 1024w, https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26122422\/Blog-Callout-7-1-300x51.png 300w, https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26122422\/Blog-Callout-7-1-768x130.png 768w, https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26122422\/Blog-Callout-7-1-1536x260.png 1536w, https:\/\/cb-blog-prd.s3.amazonaws.com\/wp-content\/uploads\/2026\/06\/26122422\/Blog-Callout-7-1.png 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The better move is sequencing.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Use paid search to protect active demand. Use pre-search acquisition to build the next layer of demand before paid search gets more expensive.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Situation<\/strong><\/td><td><strong>Recommended Priority<\/strong><\/td><\/tr><tr><td>Search CAC is stable and volume is still growing<\/td><td>Keep search as the lead channel<\/td><\/tr><tr><td>Search volume is capped but growth goals increased<\/td><td>Add pre-search acquisition<\/td><\/tr><tr><td>Competitors are driving up CPCs in key markets<\/td><td>Build earlier demand to reduce auction dependence<\/td><\/tr><tr><td>Brand awareness is low in expansion markets<\/td><td>Use native and contextual placements before heavy search spend<\/td><\/tr><tr><td>Lead quality varies heavily by keyword<\/td><td>Test CPE and pay-for-performance campaigns against verified events<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Search is the closer.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Pre-search is how you make sure more qualified homeowners enter the room.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"eleven\"><span class=\"ez-toc-section\" id=\"FAQ_Home_Services_Marketing_Before_Paid_Search\"><\/span>FAQ: Home Services Marketing Before Paid Search<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_home_services_marketing_before_paid_search\"><\/span>What is home services marketing before paid search?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Home services marketing before paid search is the strategy of reaching homeowners before they actively search Google for a provider. It focuses on earlier research, planning, and trigger moments that happen before urgent bottom-funnel intent. For a roofing brand, that could mean reaching homeowners reading storm-damage content before they search for an inspection. For an HVAC brand, it could mean engaging homeowners researching high electric bills before they search for emergency repair.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Is_home_services_marketing_before_paid_search_replacing_Google_Ads\"><\/span>Is home services marketing before paid search replacing Google Ads?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>No. Pre-search acquisition is not a replacement for Google Ads. It helps paid search perform in a healthier system by creating demand earlier, before every competitor is bidding on the same urgent keyword. Paid search should still capture active demand from homeowners ready to compare providers. Pre-search acquisition gives that channel more qualified demand to capture by building familiarity, intent, and measurable engagement before the search auction begins.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Is_pre-search_traffic_lower_intent\"><\/span>Is pre-search traffic lower intent?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Pre-search traffic is usually earlier intent, not worthless intent. A homeowner reading about renovation costs, HVAC maintenance, solar incentives, or roof damage may not be ready for a quote that minute, but they are showing category-relevant behavior. The key is to avoid optimizing toward cheap clicks. Strong pre-search campaigns measure actions that predict future value, such as eligibility checks, appointment requests, inspection bookings, consultation starts, assisted conversions, and confirmed customer acquisition.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Does_native_advertising_work_for_home_services\"><\/span>Does native advertising work for home services?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Native advertising can work for home services when it maps to real homeowner research moments. A roofing ad belongs next to storm damage, insurance, or hail preparedness content. An HVAC ad belongs next to energy-cost, indoor air quality, or seasonal maintenance content. Native fails when it is treated like cheap traffic. It works when the content environment, message, and conversion event all match the homeowner\u2019s actual stage of decision-making.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Which_channels_work_best_for_reaching_homeowners_before_they_search_Google\"><\/span>Which channels work best for reaching homeowners before they search Google?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The strongest pre-search channels include native advertising, contextual placements, rewarded in-app traffic, keyword conquesting, card-linked offers, and CPE-optimized campaigns tied to verified down-funnel events. The right mix depends on category and timing. HVAC and roofing often benefit from contextual triggers like weather, maintenance, and seasonal urgency. Solar and renovation campaigns often need more education, qualification, and comparison-stage engagement before a homeowner is ready to request a quote or consultation.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_should_marketers_measure_pre-search_acquisition_and_CAC_impact\"><\/span>How should marketers measure pre-search acquisition and CAC impact?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Measure pre-search acquisition by incremental customers, blended CAC, booked appointments, quote starts, inspections, consultations, assisted conversions, and verified downstream events. Do not judge the channel by clicks or form fills alone. A clean test should compare exposed and non-exposed markets, separate new leads from returning prospects, and track whether early engagement improves later search, direct, or booked outcome performance. Pre-search can lower blended CAC, but only when it creates demand paid search would not have captured anyway.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"twelve\"><span class=\"ez-toc-section\" id=\"Win_the_Customer_Before_the_Auction_Gets_Expensive\"><\/span>Win the Customer Before the Auction Gets Expensive<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Search is the closer. But closers need qualified opportunities.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The brands winning home services acquisition right now aren&#8217;t outbidding competitors. They&#8217;re reaching homeowners before the auction starts &#8211; and paying only when a customer is acquired.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>If your current acquisition program waits for the search to fire, it&#8217;s leaving demand on the table that a better-built system would have already captured.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.performcb.com\/get-in-touch\/#marketer\"><strong>Talk to Perform<sup>[cb]<\/sup>&#8216;s Outcome Engine<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Build a home services acquisition strategy where every channel is accountable to booked outcomes &#8211; not clicks, not form fills, not traffic that looks right and converts wrong.<\/p>\n","protected":false},"excerpt":{"rendered":"Reach homeowners before they search for a provider. See how pre-search acquisition lowers CAC, builds demand earlier, and wins more customers.\n","protected":false},"author":55,"featured_media":43881,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[7453,13,8085,8084,7344],"tags":[8172,7651,7993,1408],"class_list":["post-43880","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all","category-featured","category-outcome-based-marketing-2","category-outcome-based-marketing-blog","category-performance-marketing","tag-home-services","tag-lead-generation","tag-outcome-based-marketing","tag-performance-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Home Services Marketing Before Paid Search | Perform[cb]<\/title>\n<meta name=\"description\" content=\"Reach homeowners before they search for a provider. 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