The Problem with the Old Way For years, marketers relied on lookalike audiences—a surface-level approach that guessed who might convert based on shared traits like age, income, or interests. While useful in theory, it relied on assumptions, not intent.
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For years, digital marketing revolved around keywords — choosing the right search terms and hoping your ads reached the right people at the right time. But in home services, where location, property condition, and homeowner behavior matter more than search phrases, keywords alone no longer cut it.
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