Best CTV Marketing Practices for Home Improvement Services

If you run a cleaning service, roofer, plumbing, HVAC, electrical, or home improvement business, you know how competitive local marketing can be. Traditional ads (radio spots, flyers, even search ads) are crowded and expensive. But here’s the good news: your customers are streaming TV more than ever, and Connected TV (CTV) advertising through Paramount Ads Manager is one of the most effective ways to reach them.

In this guide, we’ll show you:

1. Why CTV is a game-changer for home services

2. How to target the right audiences and create ads that convert

3. Best practices to turn streaming viewers into site visits (quote requests, bookings, and calls)

Why Home Improvement Services Should Use CTV

1.  Your future customers are streaming - together.

Home decisions are made by households, not just individuals. CTV places your brand in premium, co‑viewed content where project decisions are discussed in the moment - perfect for any home improvement service, whether that’s plumbing emergencies, HVAC tune‑ups, roof repairs, remodels, or seasonal cleanings.

And Paramount Ads Manager is where you can reach the most active project planners. 

• 15% of Paramount Ads Manager Peak Placement audiences hired a Plumber in the last 12 months

• 33% of Paramount Ads Manager Peak Placement audiences hired any housekeeping/professional cleaning service in the last 12 months

• 22% of Paramount Ads Manager Peak Placement audiences are likely to Remodel/Refurnish Their Home Next 12 months

• And when compared to non-viewers, Paramount Ads Manager’s Peak Placement audiences are 5% more likely to say that they are “very likely” to Remodel Bathroom/Kitchen Or Exterior Addition in the next 12 months

2. Target locally without wasting budget

With PAM’s geo‑targeting down to zip codes around your service area, you pay only to reach households you can actually serve. That’s a core advantage versus broad linear or generic digital display solutions.

3. Measurable outcomes that bring you business

CTV doesn’t just bring you tons of eyeballs on your business. By installing the Paramount Ads Manager Pixel, you can also drive and track your ad’s impact on site visits and service bookings.

4. Always‑on + seasonal spikes.

Home services mix steady “maintenance” demand (e.g., HVAC tune‑ups) with seasonal surges (storms, extreme temps, moving season, holidays). CTV lets you keep a baseline presence and surge when conditions change, without rebuilding your media stack.

5. Choose audience bundles that align with your services:

• Peak Placement Audiences: Reach people that are actively planning home projects (starting at $7 CPMs)

• Genre-Based Audiences: Sports and Comedy viewers over-index for renovation intent:

  • Sports audiences are 14% more likely to plan a remodel in the next 12 months.

  • Comedy audiences are 9% more likely to plan a remodel in the next 12 months..

Best Practices for Home Services CTV Ads

1. Create 30 second CTV spots featuring:

• A clear problem (leaky faucet, broken AC)

• Your solution (fast service, trusted pros)

• A strong call-to-action (QR code, phone number, easy URL)

2. Make the CTA impossible to miss

Include it in voiceover and on-screen: “Book now,” “Schedule service,” or “Get a free quote.”

3. Use geo-targeting smartly

Focus on ZIP codes you serve and exclude areas outside your reach, and create localized creative with ZIP codes or neighborhood names in the messaging.

4. Show real solutions

Feature technicians fixing common issues and happy customers enjoying the results.

5. Add trust signals

Display ratings, licenses, and guarantees to build confidence (4.8★ on Google, licensed & insured, same‑day service).

Ready to Launch? We’ll Help You Create an Ad in Minutes

Not sure where to start? Paramount Ads Manager can build your ad in under 10 minutes. Just enter your website, and the tool will guide you step-by-step to customize your creative. Try it now >