(Marketing Strategy)

Home Service Ads: The 2 Essential Elements in Successful Ads

Ryan Chute
Ryan Chute
June 17, 2022
Home Service Ads: The 2 Essential Elements in Successful Ads

Gone are the days when people looked through phone books to find a Plumber. These days, people use ‘The Googles’ for anything and everything, including finding home service providers. In order to be found online, you need to have a website, paid advertising, and a healthy digital presence. But even if you have those things, you still need to let people know what kind of characters they are working with and why you are the provider of choice. This is where home service ads come in. Have you come upon the task of writing home service ads? Or approving the ads written by others? Then you should know hard it is to write a great ad.

Simplicity is the ultimate sophistication. - Leonardo Da Vinci

Not just any ad will do. There are two essential elements that make up a successful home service ad. Keep reading to learn what they are! But first... We should probably talk about the elephant in the room. Ya know, the invisible ads that don’t actually live for more than 7 days, tops (because, you know…science).

Invisible Ads

Invisible Ads

You know the ones. They list every service you offer in minute detail and they read like a laundry list of features, hours of operation, location, and huh. What? What was I saying? Oh right. The ads that tell people how long you’ve been open, the friendly and knowledgeable staff who all have passed a background check (except for Bruno. We don’t talk about Bruno, though, no no no). These ads are often created by a committee of people who think more is better. They want to make sure the reader knows everything about the company and how and what they do, never why they do it. But here's the thing... Nobody cares. I mean, literally nobody. The only thing any given person cares about is making the pain go away, and a return to peace…order…calm…normalcy, if and when that pain ever were to arise, which, in their minds, will likely not. So boring them with this ASMR patter is simply white noise. Wizard of Ads® understands that funny little gatekeeper in the brain known as Broca’s Area. We know how to kick down the door, bust past that little tyrant, protecting the brain from the mundane. If you don’t have a clue what Broca’s Area is or how to persuade your way into the imagination, the only thing you have to do next is book a call, cause your nonsensical adspeak isn’t getting you anywhere. You're probably wondering how we do it. We won't write feature-heavy ads because we know they don't work. Instead, we focus on creating ad copy that is new, interesting, and different, so that your incredibly entertaining message takes up residence in the echoic retention of the brain. Trust me, I’m a nerd.

Clichés are Déjà Vu

Look, you’re not writing the script for Groundhog Day. Clichés are cliché for a reason. They are too familiar.

#1 best! Friendly and Experienced! Better prices! 40 years in business! World-famous!

**STOP IT!!!**We've all seen ads like this before, and we tune them out instantly. Why? Because they are unsubstantiated claims that literally anyone can (and often do) say. Not only do they blend into the background, they make you look like a bit of a knob. If you want your ad to be memorable, you have to say something worth remembering. Since only a fraction of 7% of your marketplace needs your thing at any time (that hasn’t been spoken for), you’re going to need advertising that entertains people far before they ever need your thing. This opens you up to 68% of your marketplace and gives you the time to build an earworm inside their heads with an evolving message that they WANT to recall. Cause it’s funny. Or interesting. Or downright different. And when your thing makes them look more funny, interesting, and different, you win. Listen to this: Now that's entertaining! And it's something that sets this plumbing company apart from ALL the others.

If you want an ad that people will remember, you need to say something worth remembering. -Ryan Chute

2 Essential Elements for Successful Residential Home Service Ads

2 Essential Elements for Successful Residential Home Service Ads

When it comes to creating successful residential home services ads, there are two key elements you need to keep in mind: Impact and Frequency.


Impact means that your ad needs to be new, different, and interesting. The best way to do this is to say things that nobody else would say, speak to the real felt needs (money, energy, and time) and entertain the trousers off them until they need your thing.

  • Targeting Strategy: The truth is that you can target a prospective buyer in 2 ways. You can target them by dialing into demographics, geographics, and psychographics, cutting out all the other potential listeners or viewers. Alternatively, you can target with copy, saying things that will naturally be shared by both the ‘right people’ and ‘wrong people’. Bought right, you will spend a fraction of the cost with copy targeting.


Frequency of the right message is key when it comes to effective, long-term advertising. You need to make sure your ad is heard by as many people as possible, and the only way to do that is to repeat it at a very specific frequency for it to seep back from the electrical memory into the chemical memory. The more people who hear your ad (reach) at the correct frequency, the more people who will sell you real estate in their heart and mind for that faithful day that they need your thing.

  • Sleep: Sleep is the ultimate eraser. The average person is exposed to over 25,000 sensory inputs a day, and most of them are forgotten within seconds. If you have something really worth remembering, and the receiver has made an effort to retain the information, the longest your message can ride it out is 7 days. This is any and all information with low impact that is residing in the electrical part of the brain. Essentially, this is the working RAM of your brain, where you typically can retain up to 7 things at any given time. That's why it's important to make your high-impact ads follow a very specific frequency. With a great message and sufficient frequency, you can make your way into the chemical area of the brain when you’re brand is put into long-term storage. The high the impact, the easier it is to recall. The higher the frequency, the more likely it is to retain.

Beware the lawyer who takes himself as a client. There are many many more ways to get taken advantage of in a media buy than there are to get it right. Do not be fooled into believing that you will get the right frequency, at the right time, with the right crossover traffic of listeners, at the right price, with the right advertising copy, from your media buyer. They simply have no idea how to build the right frequency, let alone the right creative, to get you the results you deserve. Always leave your media buy and creative to the experts, like us. Call for a no-obligation conversation to see what I’m talking about.

UNRESOLVED: The Silent Assassin of Advertising

Bad advertising is about you and your company. Great advertising is about your customer and their life. But how do you go about telling your story in these little episodes you are putting on the air? Ads that poop out a bunch of uninspired information about your business or try desperately to entice the audience to answer your Call-To-Action (even though they don’t need your thing right now) are stupid. There, I said it. You’re wasting your money. It is heartbreaking. But this time it’s different! This time you have something interesting to say. This time you have a story about your customer that you want to tell. But what is the best way to tell it? Try this:

  • Problem: Your hero (the customer) has an insurmountable challenge. A villainous foe that is eating up their money, causing them stress, or devouring their time (keep it to one thing).
  • Transition: Oh No! What shall they do? I know…
  • Resolution: At your company, you solve this one terrible thing, use this potion, elixir, weapon, process, or service, and live happily ever after.

If you don’t tell the story of the problem, you’re not saying anything interesting. If your message is all resolution, you’re not eliciting an emotional response trigger for the felt need. THE PAIN! These ads feel incongruent and limp. These ads are not worth remembering. You in no way can tell them something new, interesting, or different if everything is ONLY coming up Millhouse. The assassin? You tell a great story but don’t leave room for the resolution. Your ad feels…unfinished. Unresolved. Ads shouldn’t have cliffhangers. The more your ad resolves things in a satisfactory way, the more you resonate with your audience.

Are You Starting to See Why Successful Branded Advertising is So Rare

Are You Starting to See Why Successful Branded Advertising is So Rare?

Are you?If not, let's take a step back and examine what we've learned so far. First, we know that to be successful, an ad must be impactful. It needs to stand out from the rest and capture people's attention, certainly, but most importantly, it needs to lead to an eventual appointment with your company, not your industry. Second, we know that the ad must be delicious to the marketplace. When you entertain the socks off of people, EVERYONE will be chattering about you. The more buzz you create with a highly repeatable and referenced ad, the deeper your embed into the chemical long-term memory of your marketplace. And finally, we know that your ads have to run at a very specific frequency. If your ad doesn’t get HEARD at least 3 times a week, every week, 52 weeks a year, for the rest of their lives, they forget about you. When we buy media, we use software that calculates the optimal mix for your frequency and reach based on all channels. The last media buy presented over 5.2 billion possible combinations to choose from. Our 40-year veteran expertly traverses these options to create media buys that you would think required a certain amount of divine intervention. So there you have it. All you have to do to run a successful branded advertising campaign is say something incredibly interesting, select the right frequency from literally billions of options, and reach as many people as your budget will afford. Simple, right. #geeshThere always comes a time when you will need some help in designing the right marketing strategy for your business. If you’re interested in a true partner in crime. A ride or die. A real wingman in all things marketing, give Wizard of Ads® a call. We partner with business owners who are looking for accelerated growth and deliver a world-class buying experience. We are not a supplier. We are not a vendor. And we see ourselves as the Anti-Agency for a number of fascinating reasons that serve our clients exceptionally well. If that sound like your jam, book a call.

(Home Service Ads)
(Home Services Website)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Frequently asked questions

Questions? We’ve got answers.

Who does the Wizard of Ads® for Contractors work with?

Wizard of Ads® for Contractors work with healthy and growing Residential Home Service Contractors hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

How does the Wizard of Ads® for Contractors charge?

Traditional marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Contractors as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for Residential Home Services.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Contractors pricing model is based solely on the topline revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Contractors believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Contractors only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Contractors?

There are four key revenue stages for engagement with the Wizard of Ads® for Contractors.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Contractors between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Contractors has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Contractors can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Contractors. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Contractors, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Contractors, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

The Wizard of Ads® for Contractors Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., HVAC, Plumbing, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

In rare circumstances, Wizard of Ads® for Contractors will provide specific digital marketing solutions. Wizard of Ads® has very specific Partners that provide digital services that serve Residential Home Services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Contractors' core solution.

It is most likely that Wizard of Ads® for Contractors will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Contractors can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Contractors owns your copyright for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Contractors hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Contractors tracks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most contractors do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With nearly 200 home service clients and a book of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your externally triggered grudge purchase appealing to your potential buyers. If you can deliver the goods, we can continue building relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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