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FOR HOME SERVICES TEAMS

Emergency now. Routine next. Both need a model.

Home services lives in the gap between right-now intent — a pipe burst, an AC failed, a furnace out — and the slower-cycle awareness that drives off-emergency calls. The math for each is different. Njord models a budget that funds the emergency capture without forfeiting the routine pipeline.

The Constellation — steady stars
THE PROBLEM

Two pipelines. Most budgets only see one.

PIPELINE ONE · RIGHT NOW
The emergency call.
High intent, short window, expensive. LSA, brand-keyword SEM, the maps pack. Every operator funds this — and the auction keeps getting hotter. Margin compresses every quarter.
PIPELINE TWO · NEXT QUARTER
The routine call.
Tune-ups, maintenance plans, replacements before the failure. Lower CPL, higher margin, harder to attribute. Most operators don’t fund it because it doesn’t show up on yesterday’s dashboard — until competitors fund it and the emergency pipeline shrinks.
$91/lead
HOME & HOME IMPROVEMENT MEDIAN · WORDSTREAM 2026 · N=13,474
THE NUMBER TO BEAT

The highest CPL band in our active verticals.

Home services sits at the top of the WordStream 2026 cohort — the auction is loud (LSAs, Angi, emergency search), and paid demand is the most contested. The Better tier in your model typically lands 10–20% below the median — the leverage comes from service-area density and brand-layer compounding, not the bid.

WHAT YOU GET

A media budget that funds both pipelines.

01
Short-cycle activation mix
LSA + SEM + Local Service Ads where intent is highest. The model surfaces the channels where your CPL is below median and tells you which to scale before the auction tightens.
02
A routine-pipeline brand layer
CTV / YouTube / display tuned to your service area, sized to drive next-quarter calls. Mental availability is the cheapest lead-generation lever you’re probably not pulling.
03
Service-area density check
The model anchors against your real coverage radius — if your truck doesn’t go there, the math doesn’t fund impressions there. Wasted spend in home services usually lives at the geographic edges.
The Constellation

Model your home-services budget. In six minutes.

Build my model → No card. No call unless you ask. You get a PDF you own.