Rising costs and shifting homeowner expectations demand a smarter approach. We help national home services brands get found, chosen, and trusted—by blending creativity, AI, and hyperlocal strategy. The result? More booked jobs, stronger loyalty, and profitable growth.
Transforming Home Services Marketing: Local Trust. National Scale. Proven Growth.
Download the Home Services Trends Report.
Struggling to keep up with rising customer acquisition costs? Losing ground to local competitors? Need stronger reviews and community presence?
National home services brands face a critical challenge: balancing scale with trust. Homeowners demand instant, personalized experiences, but multi-location complexity makes it hard to deliver.
Without the right strategy, national brands risk commoditization and wasted spend.
The winners will be those who scale trust, local presence, and AI-powered performance marketing; block by block.
How We Help
Jan Kelley helps home service brands localize at scale, boost trust, and grow profitably. By uniting Humanology: human insight + AI - with deep category expertise, we deliver marketing that wins across awareness, consideration, and loyalty.
Get Found: Visibility Where It Matters
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Get Found: Visibility Where It Matters
We make sure homeowners discover your brand first; whenever and wherever they search.
- Local SEO & Google Business Profile optimization at scale.
- Paid media and geo-targeted campaigns designed to capture “near me” searches.
- Directory and map management that ensures accuracy across hundreds of locations.
- AI-enabled performance marketing that drives down cost-per-lead.
Get Chosen: Differentiation & Trust at the Moment of Decision
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Get Chosen: Differentiation & Trust at the Moment of Decision
We help your brand stand out in crowded, commoditized categories by earning choice when it matters most.
- Reputation and review management at the branch/technician level.
- Customer testimonials, UGC, and social proof that outperform polished ads.
- Differentiated creative that cuts through the "sea of same."
- Smart retargeting strategies that convert consideration into booked jobs.
Get Trusted: Loyalty & Growth Beyond the First Job
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Get Trusted: Loyalty & Growth Beyond the First Job
We build systems that turn first-time homeowners into repeat customers and brand advocates.
- Referral and loyalty programs designed for long-term retention.
- Content and campaigns that reinforce credibility and keep your brand top-of-mind.
- Seamless digital-to-real-world experiences that build consistency across every interaction.
- Advanced reporting and analytics that prove ROI from click to completed job.
What We Deliver: Local Scale, National Impact
Our growth engine turns complexity into opportunity: uniting strategy, creative, and performance to help national home service brands outpace local competition.
01AI-powered media and demand generation
02Multi-location SEO and geo-targeted campaigns
03Differentiated creative that builds trust
04Full-funnel measurement and optimization
Ready to maximize your investment with retail media advertising?
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Download nowBrands We’ve Helped Build Success
See How Leading Brands Win With JK
Orkin
Category
Copy
View case studyStanding out in The Home Depot’s Orange Apron Media platform.
$700K
Ad Spend
18X
ROAS
$12.2MM
Revenue
Starting point
With growing competition in the retail channel and increased price sensitivity amongst its target audience, we saw an opportunity for a leading building materials brand to expand its reach with The Home Depot customers by leveraging The Home Depot’s network, owned channels, and first-party data.
Growth opportunity
What’s better than making the right decision? Making it faster – with confidence. While the competition focused their messaging on product-focused claims (quality, affordability, etc.), we pushed messages that spoke to the contractor. No price shopping, driving to multiple locations, or driving at all.
Making it happen
Driving Traffic
We implemented offsite search campaigns to reach new Pros and high-intent category shoppers, boosting traffic to our brand’s product pages on HomeDepot.com. We leveraged custom messaging to target Pros, speaking to new product launches and driving to MVA with email and direct mail. Tactics included: Meta Carousel Ads, Google Shopping, Prospecting Emails, Direct Mail.
Capturing Share of Voice (SOV)
We maintained an onsite presence with sponsored product ads and auction banners to ensure website customers were shopping our brand’s products. We capitalized on 100% SOV with a category landing page banner placement to support new product launches. Tactics included: Auction Banners, In-Grid Sponsored Product Ads and Category Landing Page Banners on The Home Depot’s website.
Completing Purchases
We re-engaged potential customers who had shown interest in our products, but hadn’t yet completed a transaction. We influenced shoppers to complete their purchase by retargeting visitors and encouraging them to go to our brand’s Product Information page (PIP) on social platforms like Facebook and Instagram. Tactics included: Meta Carousel Ads.
Windows
Category
Copy
View case studyTurning a Tailored Experience into $4MM in E-Commerce Revenue
$4MM
E-Commerce Revenue
$167K
Ad Spend
24x
ROAS
Starting point
Our client is a trusted partner of top-tier builders and general contractors of metal building projects. They are a leading manufacturer of metal building products, providing a wide range of products along with responsive, strategic service and support.
Growth opportunity
Our client made a bold move—shifting their gated e-commerce platform to a publicly accessible one. The goal was to simplify the online purchasing process for building material products. However, this shift presented a challenge: convincing their audience to change their buying habits and embrace online purchasing for their big projects.
Making it happen
Google Shopping & Performance Max
We built, managed and optimized custom product feeds specifically designed for Google Shopping. This involved overcoming integration challenges presented by the e-commerce platform to guarantee seamless operation and optimal product visibility. Late in the year, we tested Performance Max in lieu of Google Shopping and the results were astounding with a return on ad spend (ROAS) that was 4x higher than Google Shopping.
Optimization for UX
Our e-commerce site featured a desktop-first design, which would’ve been a challenge for modern mobile-first media buys. But, thanks to audience research, we knew the majority of large online purchases were made through desktop experiences, not mobile. This insight quickly turned our challenge into a benefit. We moved away from mobile media and prioritized our creative assets towards enhancing the desktop experience.
Keyword Strategy
We leveraged Dynamic Search through Google Ads, which identifies and serves the most relevant product or category page to the user’s search term. This provides the user with a highly personalized experience and reduces the need for the user to navigate the entire site to find the product they are seeking to purchase. This also allows new products to be captured by the campaign as Google indexes the site instead of having to update product specific keywords as products are added or removed from the site.
Resources for Home Services Leaders
More tips, trends and strategies that will help you drive growth for your building material brand.
