Summary
New Path Digital ran an 8-week geo-test for a Triad-based residential and commercial door company to determine if CTV could make its other advertising channels work harder. The test ran connected TV (CTV) ads in the Greensboro market but not in Charlotte, while both markets kept running Google Ads and Local Services Ads (LSA). Across the test, Greensboro’s conversion rate rose 82% and its cost per conversion fell 2%. Charlotte, the control, saw a 34% conversion rate lift and a 20% increase in cost per conversion.
Accounting for seasonality, the geo-test showed that CTV drove roughly a 36% incremental improvement in conversion rate along with an 18% lower cost per conversion compared to the control market’s. CTV improved the performance of search channels in the market where it ran.
Results at a Glance
| Market | CTV active? | Conversion rate change | Cost per conversion change |
|---|---|---|---|
| Greensboro | Yes | +82% | -2% |
| Charlotte (control) | No | +34% | +20% |
| Net difference vs. control | About +36% relative | About 18% lower relative (22-point gap) |
What is Connected TV?
Connected TV (CTV) — also known as Over-the-Top (OTT) advertising — is streaming TV delivered over the internet through platforms such as Hulu, YouTube TV, and Netflix. It combines the visual impact of traditional TV with the targeting precision of digital advertising.
CTV isn’t just a buzzword (or buzz acronym), it’s now a mainstream part of how people watch.
- 73% of U.S. households are streaming content on their TVs
- And it’s not just younger viewers. CTV adoption spans every age group, making it a powerful channel for reaching homeowners, decision-makers, and key customer segments.
Sample CTV Channels
What Problem Was New Path Solving?
But beyond building awareness, the question for local service businesses is whether CTV’s incremental reach can measurably improve customer acquisition across other channels, not just driven impressions or views.
A Triad-based door company operating in Greensboro and Charlotte wanted to understand exactly this. Could Connected TV (a brand building channel) support its lead generation efforts. That question is hard to answer from platform reporting alone, because CTV rarely gets last-click credit. So we tested it with a controlled geographic comparison, specifically by measuring changes in conversion rates and cost efficiency on performance marketing channels such as Google Ads and Local Services Ads.
How Did New Path Set Up The Geo Test?
We compared two neighboring North Carolina markets over 8 weeks:
- Greensboro DMA: CTV was added to the media mix early in 2025.
- Charlotte DMA: Media strategy remained unchanged (no CTV).
Both markets kept running Google Ads and LSA campaigns throughout. CTV was the only major media change in Greensboro. Because both markets saw seasonal lift, we judged results against the Charlotte control rather than against pre-test performance.
The Greensboro DMA became the testing ground for CTV’s halo effect on paid search performance.
- CTV creative was built to drive brand awareness and recall, targeting decision makers across popular streaming platforms.
- Targeting focused on households within the Greensboro DMA.
- Measurement was aligned across markets, focusing on conversion rates and cost-per-conversion in Google Ads and LSA
A conversion was either a phone call lasting longer than 2 minutes or a completed form submission. The 2-minute threshold filters out wrong numbers, hang-ups and short calls from customers who were not qualified, so the counts reflect real sales conversations. Both markets used the same definition for the full 8 weeks. Conversions were tracked through Call Rail and through HubSpot.
The Results
Greensboro (CTV Activated)
- 82% increase in conversion rate across Google Ads and LSA
- 2% decrease in cost-per-conversion
Charlotte (No CTV)
- 34% increase in conversion rate across Google Ads and LSA
- 20% increase in cost-per-conversion
While both markets saw seasonal lift, Greensboro’s performance significantly outpaced Charlotte’s. And critically, CTV was the only major media change made in Greensboro, isolating its impact on overall marketing performance. Greensboro outpaced Charlotte on both measures. Comparing the two (1.82 ÷ 1.34), CTV accounted for roughly a 36% incremental improvement in conversion rate. On cost, Greensboro held steady (-2%) while Charlotte’s rose 20%, leaving Greensboro’s cost per conversion about 18% lower than the control’s. Both results are directional rather than proven causal effects.
The Takeaway
Adding CTV to the media mix didn’t just boost awareness; it made lower-funnel channels work harder. Paid search and LSA performance improved dramatically where CTV was running, showing how top-of-funnel engagement can accelerate action when buyers are ready.
If you’re considering whether or not you should add connected TV advertising to your marketing, consider the channel’s impact on your downstream demand capture channels, not just its immediate on-paper metrics.
For brand media and performance marketing service information, check out our CTV agency services or our paid search agency services. Check out our advertising and marketing services for home service businesses as well as local marketing for Greensboro and local marketing for Charlotte capabilities.
