Show Up or Miss Out: How to Be Everywhere Your Customers Are Looking

Think about how you shop for something these days. You might search on Google, scroll through a few social posts, watch a quick video, or even ask Alexa for help. Your customers are doing the exact same thing right now when they need HVAC or home services. The question is: are you showing up in all the places they’re looking?

This idea isn’t just about SEO anymore. It’s about full customer journey visibility. And if you’re not meeting your customer where they are, someone else definitely is.

The Modern Customer Journey Is Fragmented but Predictable

Customers don’t just type “AC repair near me” into Google and click the first link. Their path is messier and spans multiple platforms, including:

• Search Engines: Still the front door for many service calls.
• Generative Engines (like ChatGPT and Bing Copilot): People now ask AI for advice on which companies to call.
• Social Media: Your Instagram, Facebook, and even TikTok might be where people go to check your vibe, reviews, and promotions.
• Video & Podcast Platforms: Quick “how-to” videos and podcast mentions can build trust.
• Voice Assistants: “Hey Siri, who installs ductless mini-splits near me?”

Being present in just one of these places isn’t enough anymore. You need to optimize your presence across the entire journey.

Don’t Overlook Paid Media: OTT, Streaming Audio, and Podcast Ads

Beyond organic visibility, paid media can make your brand unmissable. Platforms like OTT (Over-the-Top), CTV (Connected TV), Streaming Radio, and Podcasts give you powerful, targeted ways to reach homeowners where they already spend time.

• OTT & CTV Ads: Appear on streaming platforms like Hulu, YouTube TV, or Roku with professionally produced commercials that reach homeowners in specific ZIP codes or demographics.
• Streaming Audio: Services like Spotify and Pandora allow you to serve 15–30 second audio ads during music or talk radio sessions, perfect for staying top-of-mind during commutes and home projects.
• Podcast Sponsorships: Get featured on relevant podcasts through host-read or programmatic ad spots, aligning your brand with trusted voices that influence listeners’ purchasing behavior.

These channels help you show up in unexpected, memorable places—reinforcing your brand and keeping you top of mind when service needs arise.

From Search Engine Optimization to Search Journey Optimization

It’s not about “ranking #1” on Google alone. It’s about being discoverable at every point in your customer’s journey.

1. Know Your Audience

• What’s your ideal customer searching for?
• Are they DIY-ers looking for quick fixes, or homeowners ready to invest in a system upgrade?
• What platforms do they trust?

2. Map Their Journey

• Are they starting with Google, or asking ChatGPT?
• Do they check reviews on Facebook or Yelp before calling?
• Are they watching “how to clean AC coils” on YouTube before realizing they need a pro?

3. Make Yourself Discoverable

• Optimize your website and Google Business Profile with service pages and FAQs.
• Add video content and audio snippets on common services.
• Create blog posts answering questions they’re likely to ask AI.
• Be active and authentic on social.

AI Search Is Changing the Game Fast

Tools like ChatGPT and voice assistants are reshaping how people search. They’re not scanning page 1 of Google anymore. They’re asking a question and trusting the top AI response. If your business isn’t creating helpful, well-structured content that AI can understand and surface, you’re already behind.

That means:

• Answering common service questions clearly on your website.
• Structuring your pages so they’re easy to scan and summarize.
• Updating content regularly so it stays relevant.

The Bottom Line

If you want to grow in this market, it’s not enough to just exist online—you need to be findable everywhere. That means optimizing for more than just search engines. You’re now optimizing for the entire search journey.

Start by asking yourself:

• Where are my customers spending their attention?
• Am I showing up in those places?
• Is my content useful, clear, and visible?

You don’t need to master it all overnight. But the more intentional you are about meeting your customers where they are, the more trust you’ll build—and the more calls you’ll convert.

Want help mapping and optimizing your digital presence across the whole journey? Get in touch—we’ve built campaigns that meet homeowners wherever they’re looking.