Door 1 of the Five Door Method: Choosing the Right Platform for Your Home Service Business
When home service companies tell us, “We tried ads and they didn’t work,” our first question is always: Where were you advertising?
In most cases, it’s not that the ad itself failed—it’s that it was running on the wrong platform for their audience, offer or timing.
Think of platforms like neighborhoods. If you’re selling driveway cleaning to homeowners, but you’re knocking on apartment doors, it’s not your pitch that’s broken—it’s your placement.
“The right ad on the wrong platform is still the wrong ad. Home service companies can’t afford to guess—they need to fish where the fish are.”
— Drew Larison, Visionary at Five Door Media
This is Door #1 of the Five Door Method—and it’s one of the most expensive places to get stuck. Choose wrong, and even great creative and perfect targeting won’t save you.
What Is “Platform” in Paid Advertising?
When we say “platform,” we’re talking about where your ads live—Google, Facebook, Instagram, TikTok, YouTube, and so on.
Each platform has its own:
Audience behavior (searching vs. scrolling)
Creative requirements (video vs. static)
Targeting tools
Cost structure
Your goal is to align your audience with the platform they’re already using when they’re in buying mode.
Common Platform Mistakes in Home Service Marketing
Running Facebook ads for search-intent services
If someone’s furnace breaks, they’re not scrolling—they’re searching. That’s a Google play.
Skipping TikTok or Reels because “that’s not our demo”
Think again. Gen X and millennials are heavily active on short-form video. A 35-year-old mom on TikTok might be your perfect cleaning client.
Using Google Ads for visual-first services
If your lawn care or pressure washing business crushes on visuals, but you’re using only text ads, you’re not playing to your strength.
The Platform Fit Matrix (by Service Type)
Let’s break it down based on common home service industries.
Cleaning Companies
Best Platforms:
Facebook & Instagram (visual before-and-afters)
Google Local Services Ads (for “house cleaning near me” intent)
TikTok (for viral attention)
Why It Works:
People love transformations.
Video performs well.
High-volume local search demand.
Metrics to Watch:
CTR on visuals
Cost per message or lead
Local map pack rankings (Google)
Lawn & Landscaping
Best Platforms:
Facebook (local visual content + community targeting)
YouTube Shorts/TikTok (satisfying transformation content)
Google Search Ads (for recurring services and high-ticket installs)
Why It Works:
Before-and-after time-lapses hook people.
Local homeowners search seasonally.
Metrics to Watch:
CPC on branded search
Engagement on video posts
Service area targeting overlap
HVAC Companies
Best Platforms:
Google Search (emergency repairs, seasonal installs)
Google Local Services Ads (trust-focused)
Facebook retargeting (for follow-up campaigns)
Why It Works:
High-intent searches dominate.
Timing matters (seasonal, weather-driven)
Need to show up at the moment someone’s AC dies
Metrics to Watch:
Impression share (Google)
Conversion rate by device
Call volume from mobile clicks
When Google Is the Best Bet
If your service is urgent, needs a quote, or involves someone saying “I need this done this week,” Google will likely be your strongest platform.
It’s best for:
Emergency HVAC or plumbing
Cleaning before events or moves
Tree removal or storm damage
Tips:
Use Google Keyword Planner to check monthly search volume in your area.
Run Local Services Ads to show up at the top of the page with reviews.
Don’t forget branded search—if they hear about you from a neighbor, they’ll Google your name.
When Social Media Wins
Facebook, Instagram and TikTok dominate when:
The service is visual
You need awareness in a new area
You want to generate leads that don’t know they need you yet
These platforms are perfect for:
Showing off transformations
Telling customer stories
Creating offers people didn’t know they wanted (“$99 First Clean”)
But the biggest mistake?
Running “Book Now” campaigns on social without warming people up first.
Cold traffic needs education, not just promotion.
Multi-Platform ≠ Spray and Pray
A lot of agencies will sell you on a “multi-platform” strategy, but what they really mean is: throw the same ad on Facebook, Instagram and Google and hope something works.
The Five Door Method is different. We look at how each platform serves the funnel—and make sure you’re not wasting money trying to force one platform to do the job of another.
How to Choose the Right Platform
Ask these three questions:
Where is my customer when they need me?
Searching? Googling? Scrolling?
How do they typically find services like mine?
Word of mouth? Online directories? Social discovery?
What platform best matches the urgency and visual appeal of my service?
Then look at the metrics:
Click-through rate (CTR)
Cost per click (CPC)
Conversion rate by platform
Cost per result (CPR)
If your CTR is low and CPC is high, there’s a good chance you’re on the wrong platform—or saying the wrong thing to the right people.
Platform Isn’t Set and Forget
Markets shift. Demographics change. Even Google Ads algorithms evolve.
What worked for your HVAC company in July may not work in December. That’s why Door #1 isn’t a one-time check—it’s a door you should regularly walk back through and reassess.
“If your platform doesn’t match your offer, your creative won’t save you. And your ROI will suffer—fast.”
— Drew Larison, Visionary And CEO at Five Door Media
Want Us to Tell You If You’re on the Right Platform?
That’s what we do.
If you’re not sure whether your current ad platform is helping or hurting, we’ll show you. Book a free discovery call, and we’ll walk you through a quick Five Door audit—including a platform check and performance snapshot.
Because good ads on the wrong platform are still bad marketing.
Let’s fix that—before you waste another dollar.