The CTV Strategy That Cut One Contractor's Cost Per Lead by 90%

In this episode, I sit down with Jessica Chase from Get Above the Fold to talk about programmatic advertising and connected TV for home service contractors. She walks me through how these ad formats work, when to start using them, and how they lift results across your other marketing channels.

We get into building a strategy around your first-party data, CRM lists, and event geofencing. Jessica shares real client numbers, including cost-per-lead results that most contractors have not seen from Google alone. She also breaks down budget ranges that make sense at different stages of business growth.

Chapters:

1. 00:04 - Scaling Marketing Spend and Testing Strategies
2. 06:00 - Introduction to Programmatic Advertising
3. 20:47 - Starting a New Marketing Strategy
4. 31:39 - Understanding Programmatic Advertising for Contractors
5. 43:16 - Understanding Customer Personas in Marketing
6. 48:03 - Understanding Customer Data for Business Growth

Guest Information

Jessica Chase is the founder of Get Above the Fold, a programmatic advertising agency. She has 20 years of marketing experience, including time at 1-800 Contacts, Rakuten, and a cash back marketing company. She helps home service contractors reach the right audience through CTV, audio, display, and native advertising.

Companies Mentioned

1. Blue Forge Marketing
2. Get Above the Fold
3. 1-800 Contacts
4. Rakuten
5. The Trade Desk
6. Service Titan
7. Hulu
8. Peacock
9. Spotify

Websites Mentioned

1. Blue Forge Marketing
2. Get Above the Fold

Take Aways

1. Start programmatic with your CRM and site retargeting data before broad prospecting.
2. Layer CTV into your marketing mix once you have at least $3,000 to $5,000 per month to test.
3. Knowing your customer data, zip code, gender, and home age, makes targeting more precise.
4. Running multiple ad formats across channels raises conversion rates on average by about 20%.
5. At higher spend levels, moving budget into programmatic can reduce cost per lead well below what Google Ads delivers on its own.