Michael & Son: Streaming TV Results at Home Services Scale
500+ service trucks. More attributed booked jobs. Lower acquisition costs.
- Service trucksHVAC, plumbing and electrical services across multiple markets
- 500+
- Attributed CTV return on ad spendAn improvement of 25.7%
- 7.87x
- Lower cost per attributed booked jobFor the CTV campaigns in this comparison
- 19.5%
Michael & Son operates more than 500 service trucks, providing HVAC, plumbing and electrical services across multiple markets.
Its CTV campaigns with attribution reporting recorded 20.5% more attributed booked jobs and 21.9% more attributed revenue, while media spending decreased 3.1%.
Attributed CTV return on ad spend increased from 6.26x to 7.87x, an improvement of 25.7%.
This case study illustrates the bidding approach behind RevTV’s AI Bid Optimizer and the importance of evaluating streaming advertising through customer outcomes.
Results at a glance
CTV campaign performance
CTV results reflect campaigns with attribution reporting consistently across the comparison periods.
| Performance measure | Result |
|---|---|
| Attributed return on ad spend | 6.26x to 7.87x |
| Improvement in attributed ROAS | 25.7% |
| Attributed revenue | 21.9% higher |
| Attributed booked jobs | 20.5% higher |
| Cost per attributed booked job | 19.5% lower |
| Cost per attributed lead | 21.3% lower |
| Media investment | 3.1% lower |
Broader programmatic buying efficiency
36.7% lower blended programmatic CPM
This separate measure covers connected TV, online video and display. It is not a CTV-only CPM decrease.
About Michael & Son
Michael & Son is a regional home services provider serving homeowners across Virginia, Maryland, North Carolina and Washington, DC.
Its services include heating, air conditioning, plumbing and electrical work. With more than 500 service trucks, the company operates across different customer needs and geographic markets.
For a business of this size, advertising decisions require a clear understanding of both media delivery and the customer activity associated with it.
AI bid optimization in action
AI bid optimization was applied across Michael & Son’s programmatic campaigns.
The bidding technology uses historical auction data and signals such as location, site and device to predict efficient bids for eligible advertising inventory.
Its objective is to reduce overpayment while preserving inventory quality. Campaign managers retain control over approved audiences, budgets and buying requirements.
The performance comparison evaluated both buying efficiency and attributed business outcomes.
How RevTV’s AI Bid Optimizer supports home services advertising
RevTV’s AI Bid Optimizer addresses the price paid for eligible advertising opportunities.
It operates within campaign buying rules. Audience selection, creative and campaign management determine how that capability supports the advertiser’s goals.
For HVAC, plumbing and electrical businesses, those decisions should reflect the services offered, geographic coverage and customer need. An emergency repair, a planned replacement and a maintenance offer may require different messages and follow-up approaches.
RevTV combines AI bid optimization with audience targeting and CRM-connected measurement to help advertisers evaluate performance and make informed campaign changes.
More attributed work with less media investment
For the CTV campaigns in this comparison, media investment decreased 3.1%.
At the same time:
- Attributed revenue increased 21.9%.
- Attributed booked jobs increased 20.5%.
- Cost per attributed booked job decreased 19.5%.
- Cost per attributed lead decreased 21.3%.
Attributed CTV ROAS rose to 7.87x, representing $7.87 in attributed revenue for each dollar of media investment.
These results demonstrate why campaign reviews should connect advertising delivery with business outcomes.
Lower media costs alongside stronger CTV results
Across the broader programmatic campaign, blended CPM decreased 36.7%.
CPM measures the cost of delivering 1,000 advertising impressions. Lower costs can improve buying efficiency, but advertisers should consider them alongside inventory quality, audience reach and customer outcomes.
In this comparison, lower blended programmatic CPM accompanied stronger attributed CTV performance. The measures cover different campaign scopes, and the comparison does not establish how much the CPM reduction contributed to the ROAS improvement.
Streaming TV built around home services priorities
Reach households inside the service area
Campaign planning begins with the areas the business can serve. For companies operating across multiple markets, targeting should reflect local coverage and business priorities.
Build familiarity before the need arises
Streaming TV can keep a home services brand visible to suitable households before they need a repair or replacement. Sustained awareness and relevant follow-up play different roles within the campaign.
Put customer data to work
Where available and permitted, customer records can inform prospecting audiences, exclusions and relevant offers. New customer acquisition and existing customer campaigns should have distinct objectives.
Manage inventory and repetition
Publisher selection, geographic controls and household frequency help determine where and how often the message appears. RevTV’s AI Bid Optimizer operates within those campaign requirements.
Connect exposure with customer outcomes
With the required CRM data and matching setup, RevTV can connect eligible advertising exposures with recorded leads, booked jobs and revenue.
Reporting should identify the attribution model and available match coverage so advertisers can interpret the results.
Evaluating a streaming TV advertising partner?
For HVAC, plumbing and electrical businesses, a useful provider comparison should answer:
- Can campaigns reflect different service areas and business priorities?
- How will existing customers be treated in acquisition campaigns?
- Which publishers, sites and apps will appear in reporting?
- Can eligible advertising exposures be matched to booked jobs and revenue?
- What attribution model and window will apply?
- Who manages the campaign and recommends changes?
- What costs and responsibilities are included?
RevTV offers self-service and managed options, with campaign responsibilities and measurement requirements agreed during setup.
Frequently asked questions
Is RevTV suitable for large home services advertisers?
RevTV supports campaign planning across service areas, audience targeting, AI bid optimization and CRM-connected measurement. Large operators can discuss their market structure, campaign management requirements and data connections during setup.
The Michael & Son case study illustrates relevant historical campaign experience involving a regional business with more than 500 service trucks.
What does RevTV’s AI Bid Optimizer do?
RevTV’s AI Bid Optimizer uses historical auction data and advertising signals to predict efficient bids for eligible inventory. It aims to reduce overpayment within the campaign’s approved targeting, budget and inventory rules.
What CTV results did Michael & Son record?
Attributed CTV ROAS increased from 6.26x to 7.87x. Attributed booked jobs increased 20.5%, while cost per attributed booked job decreased 19.5%.
Did spending increase to produce those results?
For the CTV campaigns in this comparison, media spending decreased 3.1%. Attributed revenue and booked jobs both increased.
Does the 36.7% CPM decrease apply only to CTV?
No. It is a separate blended programmatic result covering CTV, online video and display.
Did AI alone cause the improvements?
The comparison does not isolate AI’s contribution from other campaign changes, including channel mix.
Can RevTV work alongside an internal marketing team or agency?
Yes. RevTV offers self-service and managed options. Campaign responsibilities, data connections and reporting requirements are agreed during setup.
Discuss your home services streaming strategy with RevTV
Bring your service areas, growth priorities and measurement questions.
We’ll discuss how RevTV’s AI Bid Optimizer, audience targeting and CRM-connected measurement could support your advertising plan.
Methodology and sources
Results compare Michael & Son’s historical campaign performance across two reporting periods using the same attribution model and window.
CTV results reflect the same buying platform’s campaigns with attribution reporting in both periods. Spending and outcomes from a separate platform without recorded attribution are excluded.
The blended programmatic CPM result separately covers CTV, online video and display.
Results represent attributed outcomes, not measured incremental lift. The comparison does not isolate AI’s contribution from other campaign changes. Historical performance does not guarantee future results.
Company size and service coverage come from Michael & Son’s public website: https://michaelandson.com/
This historical technology case study illustrates the bidding approach behind RevTV’s AI Bid Optimizer. It does not establish use of the RevTV-branded platform during the comparison periods.