Video Ads or Photo Ads for Home Service Businesses?
Use both, for different jobs. Video builds trust: it shows your crew, your work and how you explain things, which matters when someone is letting you into their home. A photo ad is quick to make and works well for a simple offer or for reminding people who already watched your videos. Run them side by side and keep whichever brings in leads at the lower cost.
When video wins
- When trust is the question. Homeowners want to know who's coming to the door. A ten-second clip of your tech on a real job answers that better than any photo.
- When the job needs explaining. A water heater swap, a repipe or a new system is easier to understand when people can watch it happen.
- When people don't know you yet. Video gives a stranger a feel for your company in a few seconds, before they ever call.
When a photo works
- A simple, clear offer. A seasonal tune-up or a limited-time deal can work as one strong photo with one line of text.
- Reminding warm audiences. People who already watched your videos don't need the whole story again. A photo with the offer and a button can be enough.
- When you need something today. A real photo of your truck or a finished job can go up in minutes while your next videos are being made.
How to test it
Run the same offer to the same audience in both formats at the same time, with the same budget. Judge them on cost per lead and on how many of those leads book, not on likes or views. A video with fewer views can still be the one bringing in jobs.
Give each test a couple of weeks before deciding, and change one thing at a time so you know what made the difference.
What makes either one work
- Real people and real jobs. Your crew, your trucks, your work. Stock images look like every other ad, and people scroll past them.
- A strong first two seconds. Open on the most interesting moment, like the old unit coming out or the leak, not your logo.
- One offer, one next step. Tell people exactly what to do: call, book or get a quote. One clear action beats three.
- Captions on every video. Most people scroll with the sound off. If the captions don't tell the story, the video doesn't either.
- A fast follow-up. The best ad in the world loses the job if nobody calls the lead back quickly.
BTO Creative House films the videos and builds the ads for home service companies across Palm Beach, Broward, Martin and St. Lucie: one shoot a month, four short ads, and the follow-up to go with them.