Trend + Tactic: What You Should Do
1. AI Moves from Hype to Hygiene
What's happening:
AI tools now optimize bidding, creative variants, budgets, and audience modeling in real time. Taboola
Meta is reportedly aiming for a fully automated ad system (you supply budget + image; it builds the rest) by 2026. Reuters
Agencies are making AI part of their core offering — pushing for smarter, data-driven creative and faster iteration. The Wall Street Journal
Contractor move:
Start using AI-assisted tools (in your ad platform, or via third-party tools) to generate and test ad variants: headlines, images, and short video cuts.
Use AI to analyze which ads drive calls vs just clicks (look at attribution).
Don't outsource "all creative to AI" — you still need the human voice, local flavor, real job photos, and experience to ground it. The key is synergy: let AI test, let your judgment select.
Monitor "explainability" — require your AI tools or agencies to tell you why certain ads performed or were prioritized. (Opacities in ad platforms are getting attention in research circles now.) arXiv
2. Short‑Form Video Dominates Everywhere
What's happening:
Social platforms (TikTok, Instagram Reels, YouTube Shorts) are increasingly the center of media consumption. Deloitte
Advertisers report that short video content gives the highest ROI. Taboola
Traditional media (TV, radio) are under pressure as audiences fragment across apps and content. Deloitte
Contractor move:
Film (on your phone is fine), short before/after, time-lapses, project highlights, problem-solution clips.
Always include a local reference — your target city name, your crew, your service area.
Cross-post: use the same short video across Reels, Shorts, TikTok, and embed on your website.
Use trending audio/formats to ride the algorithm — but don't lose your brand voice.
Boost your best-performing shorts (paid) to extend reach to "neighbors of neighborhoods you serve."
3. Channel Diversification Is No Longer Optional
What's happening:
Rising CPMs (cost per 1,000 impressions) on dominant platforms (Meta, Google) are squeezing returns. Taboola
Advertisers are looking beyond "only social + search" to content recommendation networks, native (in‑content) ads, and programmatic channels. Taboola
Platforms are shifting. Social video is eating into traditional streaming and television time. Deloitte
Contractor move:
Don't put all your budget into Facebook/Instagram — experiment with native ad networks, local OTT/CTV campaigns, streaming radio, or geo-targeted display.
Use your "data feed" (job photos, case studies, blog content) to fuel native ads.
Test small in new channels, measure CPA (cost per job), then scale what works.
Always carry a control group — don't let "new" override "proven."
4. First‑Party Data & Customer Privacy Are King
What's happening:
Cookie deprecation, privacy regulations, and platform restrictions are limiting third-party targeting.
Brands that control their own data (email lists, CRM, site behavior) will have more sustainable gains. Deloitte
Personalization is re-emerging fundamentally — not as a gimmick but as expected. Deloitte
Contractor move:
Capture leads smartly: prefer "give me your email + zip + phone + project interest" rather than "submit."
Segment your list: past clients, leads who didn't convert, seasonal service groups, local neighborhoods.
Use that data to feed lookalike audiences, nurture paths, and drip campaigns.
Resist "spray and pray" cold targeting. Your first-party data should amplify your paid efforts.
5. Calls Still Convert Best — But Behavior Is Shifting
What's happening:
In-home services, phone calls convert at 10- 15x the value of web leads. Invoca
But more customers want to text, chat, or schedule online — not always pick up the phone first. Plumbing SEO
Missed calls (especially after hours) are money left on the table. Invoca
Contractor move:
Use conversation analytics (call tracking) to see what callers ask, which ads drive the best calls.
Offer two-way SMS or chat from your ads or site. Many prospects prefer texting vs dialing.
Add online scheduling (with real-time availability) to your site for straightforward jobs.
Staff or automate after-hours call handling or text fallback — even a simple fallback message that says "We'll text you back in 10 mins" keeps engagement.
6. Local SEO, Reviews, & Messaging Matter More Than Ever
What's happening:
Contractors are turning up on Google Business Profile (formerly GMB) more often; that's often the first impression. TheHomeMag
86% of consumers check reviews before hiring local service providers; many won't contact a business unless it has 4+ stars. Invoca
Homeowners search for "smart home integration," EV charger installs, or energy upgrades — your service mix matters in content strategy. Hook Agency
Contractor move:
Systemize asking for reviews immediately after job completion. Make it frictionless (SMS link, QR code).
Use reviews — positive and negative — in your social content and ads (with permission).
Optimize your Google Business Profile: accurate hours, photos, services, posts.
On your site, create content around in-demand topics: "EV charger install," "smart home upgrades," or "energy-efficient remodels."
For service area SEO, build locally anchored pages (neighborhood + service).
8-Week Action Plan (Pick Two Each Week)
| Week | Priority 1 | Priority 2 |
|---|---|---|
| Week 1 | Film & publish two short-form project videos | Set up call tracking + analytics on key campaigns |
| Week 2 | Add SMS/chat icon to your website & ads | Ask 10 recent clients for reviews |
| Week 3 | Test a small native ad / content‑recommendation campaign | Polish your Google Business Profile (photos, posts) |
| Week 4 | Segment your lead list & launch a drip email campaign | Add an online scheduling widget |
| Week 5 | Run A/B tests on ads (creative, headline) using AI tools | Republish a review-based ad creative |
| Week 6 | Expand to a new channel (OTT, display) | Analyze call conversations & tweak messaging |
| Week 7 | Produce a "how we work" behind-the-scenes video | Begin content for in-demand keyword articles |
| Week 8 | Audit budget allocations across channels; reallocate to winners | Plan content calendar for next quarter |
Watchouts & Guardrails
Don't overspend chasing clicks — always look back to booked jobs and ROI.
AI can misfire: review what it's generating before full scale.
Be consistent. Video, reviews, messaging — these build credibility over months.
Don't neglect offline channels if they still perform (local radio, direct mail, TV); these can offer scale when fused with digital data.
Stay transparent: as platforms evolve, keep your clients or team informed about which strategies are experimental vs proven.