Brand Discovery in Home Services: How to Quantify Awareness-Driven Results

In the home services industry, brand discovery plays a crucial role in driving growth. However, unlike direct-response marketing, awareness-driven strategies are often harder to quantify. Proving the impact of these channels is a challenge, but with the right measurement frameworks, home services brands can connect top-of-funnel efforts to tangible business outcomes.

At Power Digital, the focus isn’t just on utilizing high-awareness channels—it’s on measuring their true impact. As Chad Rader, Group Director at Power Digital, explains, “It’s not about the channel itself—it’s about how you measure the impact of awareness-based channels, especially the non-clickable ones.” This shift in perspective is vital for home services brands aiming to make data-driven marketing decisions.

Rethinking Awareness Measurement: Beyond the Click

For home services brands, platforms like CTV (Connected TV), YouTube, and traditional TV are commonly used for brand awareness. However, Rader emphasizes that simply listing channels misses the point. “It’s tricky because it really varies by the type of home service. You can’t just say YouTube or CTV is the go-to for awareness—it’s not that cut and dry,” he explains.

The key takeaway here is that awareness channels can’t be judged purely by traditional click-through rates (CTR) or last-click attribution models. Instead, Power Digital employs a modern measurement framework that connects top-of-funnel efforts to eventual conversions. This involves leveraging advanced attribution models, multi-touch tracking, and post-campaign analysis to understand how awareness impacts the customer journey.

Key Measurement Tactics for Awareness-Driven Results

1. Brand Lift Studies One of the most effective ways to measure the impact of awareness campaigns is through brand lift studies. These studies analyze shifts in brand recall, consideration, and favorability after exposure to an awareness-driven campaign. For home services brands, this can reveal how effectively the messaging resonates with the target audience.
2. Multi-Touch Attribution (MTA) Rader highlights the importance of multi-touch attribution when evaluating awareness channels. By tracking the entire customer journey, MTA models assign value to each touchpoint, including non-clickable media like CTV or linear TV. This enables Power Digital to quantify the influence of awareness-driven efforts, even if they don’t lead to immediate clicks.
3. Incrementality Testing To isolate the true impact of awareness channels, Power Digital often conducts incrementality tests. This involves creating test and control groups to measure the difference in results between audiences exposed to the awareness campaign versus those who weren’t. These tests help home services brands determine whether their top-of-funnel spend is driving incremental business growth.

Moving from Awareness to Demand Capture

While awareness channels are essential for brand discovery, their effectiveness is ultimately tied to how well brands transition from demand generation to demand capture. Rader notes, “It all ties to our modern measurement framework—it’s about connecting top-of-funnel strategies to actual business outcomes.”

For home services brands, this means tracking how awareness efforts influence downstream conversions. For example, a CTV campaign might not drive immediate leads, but it could significantly increase branded search volume or direct website visits. By linking these signals back to the original awareness campaign, Power Digital helps clients demonstrate its value.

The Bottom Line: Measuring Awareness-Driven Growth

Quantifying the impact of brand discovery in home services requires moving beyond surface-level metrics. Traditional performance indicators like CTRs and cost-per-click (CPC) are insufficient for measuring awareness. Instead, home services brands need to adopt advanced measurement strategies that account for the full customer journey.

By leveraging brand lift studies, multi-touch attribution, and incrementality testing, Power Digital enables home services brands to demonstrate the ROI of their awareness-driven marketing efforts. As Rader sums up, “It’s really about measuring the influence of non-clickable media and connecting it back to business growth.”

For home services brands seeking sustainable growth, investing in awareness is only half the battle—proving its impact is where the real value lies. Ready to learn more? Contact Power Digital today to customize a marketing strategy that drives results.