How a Home Services Brand Reached a New Audience and Generated 1,500+ new customers in 90 Days with a Smarter Omnichannel Strategy

Overview

A regional home services company had long relied on linear TV as its primary lead source and while it had delivered in the past, performance was plateauing. Revenue hovered around $100M, and TV-driven lead volume was declining as consumers shifted to digital-first behavior.

Still, the brand was hesitant to evolve. Like many in the traditionally cautious home services space, they were reluctant to move away from what had historically worked. But linear TV mostly reached older viewers (35+) and covered only half of the Dallas-Fort Worth metro and 40% of homeowners—missing a younger, high-potential audience that streams content and books online.

The Barber Shop Marketing, their longtime agency partner, played a crucial role in shifting internal mindset—translating terminology, building trust, and guiding the brand toward a test-and-learn approach. With Digilant’s programmatic expertise supporting the plan, the client finally embraced digital—not as a replacement, but as a critical evolution of their media mix.

Strategy

To achieve their goals, Digilant implemented a cross-platform media strategy focused on connected TV (CTV), cross-device video, and display retargeting. The goals were to:

• Reach underexposed zip codes and dayparts
• Build efficient, multi-touch frequency across devices
• Capture digital-first consumers who research online before booking
• Complement, not cannibalize, existing linear TV efforts

The campaign featured creative assets designed to stand out across screens, including brand spokesperson videos, educational content, and fun, animated visuals. We layered in premium local inventory through PMP deals to ensure contextual alignment with home services content.

Results

In just 90 days, the programmatic campaign delivered:

• +11.4% YoY increase in net new customer revenue
• 380% increase in branded revenue from PPC clicks on their brand name
• 250% increase in branded search activity, a signal of rising awareness
• $72.06 cost per lead and $1.81 cost per view (CPV)
• 46% of “Schedule Now” appointments followed a CTV impression
• Strong performance among suburban pet owners aged 25–44

The campaign utilizing programmatic strategies delivered a 14% YoY revenue lift, despite an 18% reduction in media spend, a clear indicator of both efficiency and effectiveness. The campaign helped shift perception and behavior among a younger, digital-first audience, stabilized dips caused by seasonality, and filled the pipeline beyond the traditional TV viewer.

With streaming TV now a proven driver of both brand and performance, the home services company has unlocked a scalable channel to future-proof their growth: reaching a new younger generation of customers at the exact moment they need service.