Streaming Ads for Home Services: How to Get More Clients For Summer Projects

It's officially summer, and homeowners are ready to tackle the projects they've been putting off all year. The AC needs servicing before the real heat hits. The roof that survived one more winter finally needs attention. The backyard that's been on the to-do list since last fall is getting a second look.

For home service businesses (HVAC companies, roofers, plumbers, landscapers, and everyone in between) summer is one of the most important booking seasons of the year. The demand is real. The question is whether your business shows up when a homeowner in your service area is ready to call.

Here's how streaming ads for home services work, and how CTV advertising can help you get more home service clients this summer.

Why Summer Is Peak Season for Home Services

Warmer months bring a reliable surge in home service demand across nearly every trade. HVAC calls spike when temperatures rise and systems that barely limped through spring finally give out. Roofing projects that owners deferred through winter get scheduled once weather cooperates. Landscaping, exterior painting, deck work, pressure washing… all of it follows the same seasonal logic.

At the same time, homeowners who are moving, renovating, or simply paying more attention to their property in the summer are making purchasing decisions in real time. The business that reaches them first, with a clear message, in a trusted environment, is the one that gets the call.

CTV gives home service businesses a way to do exactly that.

How Streaming Ads Work for Home Service Businesses

For most of advertising history, TV was out of reach for local businesses. The cost, the complexity, and the lack of geographic precision made it a tool for national brands and large regional chains. That's changed.

With a self-serve platform like Paramount Ads Manager, home service businesses can run CTV campaigns across Paramount+, CBS, CBS Sports, Pluto TV, and more. With no agency required, low CPMs, and targeting precise enough to reach households in the specific ZIP codes you serve.

CTV ads are full-screen and non-skippable, watched in a lean-back environment where the homeowner on their couch is paying attention, not scrolling past. That environment translates directly into brand impact: CTV drives 80% brand recognition, compared to 60% for social ads. (Source: Paramount CTV vs. Social Report) For home service businesses where name recognition drives the call, that kind of recall is the whole game.

And the audience is there. According to our recent Audience Profiler data, a large portion of Paramount Streamers are homeowners that are actively thinking about their properties:

• 22% say they are likely to remodel or refurnish their home in the next 12 months
• 25% hired a housekeeping or professional cleaning service in the last 12 months
• 16% hired an HVAC technician in the last 12 months
• 16% hired a plumber in the last 12 months
• 14% say they are likely to buy their first home in the next 12 months
• 9% are likely to buy a second home or vacation property in the next 12 months

(Source: MRI Simmons. 2025 November Cord Evolution (SU25 USA). Weighted to the population. Based on P18+. Sample Size > 50)

These aren't passive viewers. They're homeowners with real projects on the horizon and real budgets to spend.

Reaching Homeowners in Your Service Area

Running ads on TV used to mean buying a broad market and accepting a lot of wasted reach. Geo-targeting changes that. With Paramount Ads Manager, you can target audiences by country, state, DMA, or ZIP code, which means your ads reach households in the specific neighborhoods your crews actually service.

For a local HVAC company, that might mean targeting ZIP codes within your service territory ahead of a heat wave forecast. For a roofing contractor, it might mean focusing on neighborhoods with older housing stock in your metro area. For a landscaping business, it might mean running ZIP code TV ads against the suburban DMAs where most of your residential home service clients are concentrated.

That geographic precision means your ad budget goes toward people who can actually book a job with you.

Interests & Behaviors targeting adds another layer of specificity, letting you focus your campaigns on streaming viewers who are most likely to need your services. Relevant segments for home service businesses include:

• Homeowners: People who own their own home, the core audience for most home service trades
• Home and Garden: Homeowners and renters interested in home improvement, decor, gardening, landscaping, and household products
• Life Events: People going through major life moments like buying a home, getting married, or making big financial decisions — all common triggers for home service spending

Best Practices for Home Improvement Companies: Examples by Trade

HVAC advertising

Summer is HVAC season. Systems that struggled through the winter are failing, and homeowners who put off maintenance are calling for emergency service. CTV lets HVAC businesses reach homeowners in their service area before the season peaks. Which builds the name recognition that makes you the call they make when the AC goes out.

• Target Homeowners and Home and Garden audiences in your service ZIP codes
• Keep creative messaging urgent and offer-focused: tune-up specials, free estimates, same-day service, etc.

Roofing advertising

Roofing is a high-consideration purchase. Homeowners research, get multiple quotes, and take time before committing. CTV is well-suited to the awareness stage of that process; getting your brand in front of homeowners before they start actively searching, so you're already familiar when they're ready to compare. Life Events targeting is especially useful here, reaching people who have recently purchased a home and may be assessing deferred maintenance for the first time.

• Target Life Events audiences alongside Homeowners to reach people who've recently bought a home and are evaluating what needs attention
• Keep creative clear and trust-forward: years in business, service area, warranties, and a simple call to action like "Get a free inspection"

Landscaping advertising

Landscaping operates on a seasonal rhythm, and summer is when homeowners want their properties looking their best. CTV lets landscaping businesses run awareness campaigns at the start of the season and stay visible through it.

• Home and Garden audiences are a natural fit — people already thinking about their outdoor spaces and open to hearing from a business that can help.
• Geo-targeting by ZIP code keeps spend focused on the residential areas where your services are most in demand, so your budget isn't going toward households outside your service range

Turning Views into Booked Jobs

Awareness on the big screen is only part of the picture. The Paramount Ads Manager Pixel turns your CTV campaigns into a full-funnel tool by connecting ad exposure to what actually happens on your website. Install the Pixel on your site and you can track:

• Site visits and site visit rate driven by CTV exposure
• Home service leads and form completions tied to ad exposure
• Cost per visit, so you can measure efficiency as your campaign runs

The Pixel also powers retargeting. When someone in your service area sees your ad, visits your website to learn more, and leaves without booking, you can reconnect with them through a follow-up CTV ad while they're watching their favorite shows on Paramount+, CBS Sports, Pluto TV, and more. That second touchpoint often closes the gap between a visit and a call.

During beta testing, advertisers using retargeting saw a 30%+ improvement in site visit performance by reconnecting with audiences already familiar with their brand. For home service businesses where the sales cycle involves multiple touchpoints before a job is booked, that kind of follow-through makes a real difference.

Run Your First Campaign with Paramount Ads Manager

Summer is already moving. Homeowners are booking jobs, and the businesses showing up in front of them right now are the ones filling their schedules.

With Paramount Ads Manager, you can:

• Launch CTV campaigns across Paramount+, CBS, CBS Sports, Pluto TV, and more
• Target homeowners by ZIP code, DMA, or service area
• Use Interests & Behaviors targeting to reach homeowners and home improvement audiences
• Install the Paramount Ads Manager Pixel to track site visits, leads, and campaign performance
• Retarget site visitors who didn't book
• Get TV-ready creative through our Creative Plus service

Sign up today and get your business on TV before the summer rush passes.

Start running ads →