Paid Search Strategies for Home Services in Low-Demand Periods

In home services digital marketing, getting through low-demand periods takes a smart strategy tailored to sector’s unique needs. Whether you’re dealing with urgent “break-fix” services like plumbing and HVAC or more discretionary remodeling projects such as bath renovations and window replacements, adjusting your SEM (Search Engine Marketing) strategies can make a significant impact on maintaining and even boosting business during quieter times. 

Paid Search Strategies for Break-Fix Services 

Break-fix services are often need-based and urgent, yet demand can fluctuate due to weather conditions or economic factors. Here’s how to optimize your SEM strategy: 

Stay Always-On with High-Intent Keywords 

During low-demand periods, continue targeting high-intent keywords such as: 

• emergency plumber near me 

• AC repair today 

• furnace not working 

These keywords capture immediate needs and maintain visibility when urgency strikes. Even when overall search volume dips, the customers who are searching are often in a “must-hire-now” mindset. Maintaining a presence for these terms ensures you’re not missing out on the highest-converting traffic. 

Geo & Device Optimization 

Prioritize mobile and local radius targeting, particularly crucial for after-hours and emergency services. Implement “click-to-call” ads prominently to facilitate quick connections with potential customers. 

Focus on Local Services Ads and Google Business Profile 

Local Service Ads (LSAs) are effective during downturns as they operate on a pay-per-lead basis and appear prominently at the top of search results. Keep your Google Business Profile updated with fresh reviews and quick responsiveness to enhance local search visibility. 

Retarget and Nurture 

Utilize remarketing campaigns to stay top-of-mind with users who have shown interest but haven’t yet converted. Offer seasonal maintenance checkups through email or text to encourage ongoing engagement. 

Paid Search Strategies for Remodeling Services 

Remodeling projects are often high-ticket and discretionary, making them prone to postponement during slow periods. Here’s how to adjust your SEM strategy in this niche: 

Shift to Lower Funnel and Retargeting 

Focus on retargeting past visitors to your website and engaging your email list. Incentivize potential customers with offers like free design consultations, limited-time discounts, or attractive financing options to encourage them to schedule estimates. 

Lower Spend on Top-of-Funnel Campaigns 

During low-demand periods, reduce investment in top-of-funnel (TOFU) campaigns aimed at general awareness. Instead, allocate budget towards campaigns targeting homeowners actively seeking remodeling services, such as those browsing “bath remodel before and after” content.

Lean into Seasonal Promotions and Financing Offers 

Promotions like “Remodel Now, Pay Later” or “$0 Down – Schedule Your Free Quote” can prompt action from hesitant customers during downturns. Highlight these offers in your ad copy to stimulate interest and urgency.

Lead Form Ads and Chatbots 

Simplify the conversion process with lead form extensions on Google or lead ads on Facebook. These features allow users to submit their contact information directly within the ad, without needing to visit your website. The use of chatbots ensures rapid responses to inquiries to minimize drop-offs and facilitate immediate customer interaction.

Tactical Paid Search Strategies for Both Niches 

Weather Trigger Campaigns: Capitalize on weather conditions such as cold snaps for HVAC services or rain and flooding for plumbing by running targeted campaigns.

Segmentation by ZIP Code: Optimize campaign efficiency by targeting ZIP codes based on historical service demand to avoid wasting resources where demand is low.

Capture and Nurture Leads: Continuously capture email and text opt-ins to run nurture campaigns throughout the year, reducing the impact of seasonality on your business.

Home Services SEM Tactics for Consistent Growth Year-Round

By tailoring your SEM strategies to the unique demands of break-fix services and remodeling projects during low-demand periods, you can effectively maintain visibility, generate leads, and capitalize on opportunities to drive business growth even when market conditions are challenging. 

Ready to elevate your paid search strategy and maintain steady growth? Reach out today and let our expert team at Socius help you achieve your goals. With extensive experience in optimizing paid ads, we’ll ensure you get the best possible ROI, even when demand is low.