Home Services

May 30, 2025

TV Ads for Home Service Businesses: HVAC, Plumbing & Contractor Guide

Become the first call in your service area with strategic TV presence

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When the AC breaks in July, homeowners don't comparison shop. They call the company they remember.

That's the power of TV advertising for home service businesses. HVAC companies, plumbers, electricians, roofers, and contractors have advertised on local TV for decades because it works. TV builds the name recognition that turns into phone calls when emergencies happen.

The difference today? You don't need a massive budget or a production crew. This guide covers how home service businesses can use streaming TV advertising to become the trusted name in their service area.

The Home Services TV Advertising Opportunity

Home services and TV advertising are a natural fit. Here's why.

Trust is everything:

Homeowners are inviting strangers into their homes to work on expensive, critical systems. They want to hire someone they trust. Seeing a business on TV builds that trust before the first phone call.

Local targeting matches service areas:

TV advertising can target specific geographic areas, matching exactly how home service businesses operate. Your plumbing company serves a 30-mile radius? Target that radius. No wasted spend on viewers outside your service area.

Urgency drives decisions:

When the furnace dies in January or a pipe bursts, homeowners need help now. They call whoever comes to mind first. TV advertising puts your company in that mental shortlist.

Competing against national brands:

Home Depot, Lowe's, and national franchises advertise constantly. Local TV presence helps independent contractors compete on visibility. Your ad runs on the same screens as the big brands.

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Understanding Your TV Advertising Options

Home service businesses have two main paths to TV advertising: traditional local cable and streaming TV (CTV).

Local cable TV:

Traditional TV ads that run on local cable channels. Still effective, especially for older demographics. Typically requires:

• Minimum commitments (often $1,000-5,000/month)

• Production costs ($2,000-10,000 for a commercial)

• Lead time for scheduling (weeks)

• Less precise targeting (broad geographic zones)

Streaming TV (CTV):

Ads that run on streaming platforms like Roku, Hulu, Amazon Fire TV, and Peacock. Offers several advantages for home service businesses:

• Lower minimums (start at $50 with platforms like Adwave)

• AI-generated creative (no production costs)

• Precise geographic targeting (down to ZIP code)

• Faster launch times (live within 24 hours)

• Real-time performance tracking

When to use each:

Cable TV makes sense for larger home service companies with established budgets who want to reach older homeowners watching traditional channels.

Streaming TV works for any budget level and reaches the growing audience that has cut the cord. For most home service businesses starting with TV, streaming is the lower-risk entry point.

The hybrid approach:

Many successful home service companies run both. Cable reaches older homeowners, streaming reaches younger ones. The combination covers more of your potential customers.

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Budget Planning for Home Service TV Ads

How much should an HVAC company or plumber spend on TV advertising? Start with your service area and goals.

Budget by business size:

Home Services TV Advertising - Home Services TV Advertising Budget Guide

Business Size	Monthly TV Budget	Strategy
Solo operator	$300-500	Local awareness, slow build
Small team (2-5)	$500-1,500	Consistent presence, seasonal spikes
Established company (5-15)	$1,500-5,000	Market dominance, multi-channel
Large operation (15+)	$5,000+	Full coverage, brand campaigns

Percentage of revenue approach:

Many home service businesses allocate 5-10% of revenue to marketing. TV might represent 20-30% of that marketing budget, depending on your goals and market.

For a plumbing company doing $500,000 in annual revenue:

• Total marketing budget: $25,000-50,000/year

• TV advertising allocation: $5,000-15,000/year

• Monthly TV budget: $400-1,250/month

Seasonal budget adjustments:

Home services have predictable busy seasons. Increase TV spend before and during peak demand:

• HVAC: Boost before summer (cooling) and winter (heating)

• Plumbing: Steady year-round, slight increase before winter (frozen pipe season)

• Roofing: Increase after storm seasons and in spring/fall

• Landscaping: Heavy spring push, maintenance messaging in summer

• Pest control: Increase in spring and early summer

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Targeting Homeowners in Your Service Area

The foundation of home service TV advertising is reaching the right people in the right area.

Geographic targeting:

Define your service area precisely:

• Address + radius: Target 15, 20, or 30 miles around your location

• ZIP codes: Select specific ZIP codes you serve well

• City or metro: Broader targeting for larger operations

Be realistic about where you can profitably serve. Targeting too broadly wastes budget on homeowners you can't reach quickly.

Demographic targeting:

Layer demographic filters on top of geography:

• Homeowners: Essential, renters don't hire contractors

• Age: 35+ typically makes household maintenance decisions

• Income: Target income levels that match your service tier

Behavioral targeting (where available):

Some platforms allow targeting based on:

• Recent home purchase (new homeowners need services)

• Home improvement intent

• Previous service searches

Targeting example for an HVAC company:

• Geographic: 25-mile radius around main office

• Demographic: Homeowners, age 35-65

• Income: Household income $75,000+

• Timing: Heavy rotation in May-June (pre-cooling season) and October-November (pre-heating season)

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Creating Effective Home Service Commercials

Your commercial needs to accomplish one thing: make viewers remember your company when they need help.

Essential elements:

• Company name and logo: Prominent, repeated, memorable

• What you do: Clear service description (HVAC, plumbing, electrical)

• Service area: "Serving [City] and surrounding areas"

• Trust signals: Years in business, licenses, guarantees, reviews

• Phone number or website: One clear way to contact you

Creative approaches that work:

The trustworthy technician:

Feature real employees in uniform. Homeowners want to see who's coming into their home. Friendly, professional, approachable.

The emergency response:

Show the problem (broken AC, leaking pipe) and the relief of your solution. Create emotional connection with the stress homeowners feel.

The local expert:

Emphasize local ownership, community involvement, years serving the area. "Your neighbors trust us, you can too."

The seasonal hook:

Connect to current concerns: "Don't let your AC fail this summer" or "Is your furnace ready for winter?"

What to avoid:

• Generic stock footage that looks fake

• Too much technical jargon

• Complicated messages (keep it simple)

• Weak calls to action

Adwave's AI tools can create professional home service commercials from your website, pulling your branding, services, and contact information automatically.

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Seasonal Campaign Strategies

Home services are seasonal. Your TV advertising should be too.

HVAC seasonal calendar:

• March-May: "Is your AC ready for summer?" Push maintenance and tune-ups

• June-August: Emergency repair messaging, replacement for old units

• September-November: "Don't wait for the first freeze" Heating preparation

• December-February: Emergency heating repair, system replacement

Plumbing seasonal calendar:

• Year-round: Maintain consistent presence, plumbing emergencies happen anytime

• November-February: Frozen pipe prevention and emergency messaging

• Spring: Outdoor plumbing, sprinkler systems

• Summer: Water heater focus (high demand for hot water)

Roofing seasonal calendar:

• Spring: Post-winter damage inspection campaigns

• Summer: New roof installations

• Fall: Pre-winter preparation, gutter services

• After major storms: Emergency response messaging (have campaigns ready to activate)

Budget allocation by season:

For a heating-focused HVAC company:

• October-February: 50% of annual TV budget

• March-May: 25% of annual TV budget

• June-September: 25% of annual TV budget

For an AC-focused company, flip those percentages.

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Measuring Leads and Calls from TV

TV advertising is measurable. Here's how to track results for home service businesses.

Call tracking:

Use a dedicated phone number for TV advertising. When that number rings, you know TV drove the call. Tools like CallRail or simple Google Voice numbers work well.

Website tracking:

Add UTM parameters to your website URL in commercials, or use a vanity URL (YourCompanyTV.com) that redirects to your main site with tracking.

Ask "How did you hear about us?":

Train your team to ask every caller. Track responses in your CRM. "I saw you on TV" is valuable data.

Branded search monitoring:

Watch Google searches for your company name. Increases during TV campaigns indicate brand awareness lift.

Lead source attribution:

Tag leads by source in your CRM. Compare lead volume and quality during TV flights versus non-TV periods.

What good results look like:

• Phone calls increase 10-30% during TV campaigns

• "Saw you on TV" mentions from callers

• Branded search volume increases

• Higher close rates (TV viewers often come in pre-sold)

With Adwave's dashboard, you can track impressions, see which channels your ads ran on, and monitor geographic reach in real-time.

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Case Examples: Home Services Success

HVAC company, Phoenix area:

A family-owned HVAC company spent $1,200/month on streaming TV targeting homeowners within 20 miles. During summer peak, they increased to $2,000/month.

Results after one year:

• 35% increase in inbound calls

• Multiple daily "I saw you on TV" mentions

• Improved hiring (technicians wanted to work for the "company on TV")

Plumbing company, suburban Chicago:

A mid-size plumbing operation allocated $800/month to streaming TV, focusing on homeowners in specific high-value ZIP codes.

Results after 6 months:

• Became recognized as "the plumber on TV" in target area

• Lead quality improved (callers were less price-sensitive)

• Reduced spend on lead aggregator sites

Roofing contractor, Texas:

A roofing company maintained a $500/month baseline presence, with campaigns ready to scale up after major storms.

Results:

• Post-storm campaigns generated immediate call spikes

• Year-round presence kept them top-of-mind

• Outpaced competitors who only advertised reactively

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Ready to Become the First Call?

Home service businesses thrive on being known and trusted in their service area. TV advertising builds both.

With Adwave, you can launch professional TV commercials targeting homeowners in your service area for as little as $50. No production crews, no massive minimums, no weeks of lead time.

Create a commercial featuring your team and services, target the ZIP codes you serve, and start building the name recognition that turns into phone calls.

When the AC breaks or the pipe bursts, be the company they call first.

See how TV advertising works for home services or create your first ad free.