For local and franchise businesses, growth isn’t just about reach. It’s about efficiency, control, and proving that every dollar spent is driving real customer acquisition.
In this episode of The Advertising Forum by Marketecture, AdTechGod sat down with Jay Blecker, president at Mosquito Squad, to talk about how franchise operators are using CTV to scale, reduce acquisition costs, and drive measurable growth.
A conversation with Jay Blecker, president at Mosquito Squad
Q: For those unfamiliar, what is Mosquito Squad and how does your business grow?
At its core, our business is about education.
Most people don’t even realize there are effective solutions to mosquito problems. So a big part of our growth comes from getting in front of customers early and often, and making them aware that a service like ours exists.
From there, it’s about finding the most effective ways to deliver that message at scale and drive new customer acquisition.
Q: What led you to explore CTV as part of your growth strategy?
In the early days, we relied on more traditional, localized tactics—mailers, yard signs, and other guerrilla-style marketing.
That worked when we were operating in a single territory. But as we expanded to multiple franchise locations, those tactics quickly became inefficient and expensive at scale.
CTV became a game changer.
It allowed us to maintain frequency and visibility while reaching a much larger audience in a more cost-effective way.
Q: How do you evaluate whether CTV is actually working?
Historically, the challenge with CTV was measurement.
Most platforms could tell you impressions were delivered, but not what happened next.
What changed for us was the ability to track real activity through attribution. By using pixels and tracking mechanisms, we could see how CTV exposure translated into website visits and customer behavior.
That gave us a much clearer picture of performance beyond just delivery metrics.
Q: What’s your primary measure of success?
We focus on customer acquisition cost.
There’s no single channel that acts as a silver bullet. Growth comes from the combination of everything we’re doing—CTV, local presence, brand visibility.
Customers often attribute their decision to the last thing they saw, but in reality, it’s the cumulative effect of multiple touchpoints.
So instead of isolating channels, we evaluate how everything contributes to lowering our overall cost to acquire a customer.
Q: How has CTV impacted your actual business outcomes?
The impact has been significant.
Before refining our approach, we were seeing high acquisition costs and inconsistent performance. A big issue was where our ads were actually running.
A large portion of impressions were being served on environments that didn’t align with our target customer.
Once we gained more control over placements and reduced wasted impressions, everything changed.
We saw customer acquisition costs drop from over $350 to under $200 in a short period of time—and eventually down to around $150.
At the same time, leads and customer growth increased significantly, even during what is typically a slower season for the business.
Q: How do you connect CTV to leads, bookings, and revenue?
It goes back to attribution and visibility.
We may not always hear directly from customers that they saw us on TV, but we can see the impact in the data—website activity, sign-ups, and conversions.
That visibility builds confidence. Without it, it’s very difficult to justify continued investment.
With it, you can clearly see how CTV contributes to overall business growth.
Q: What advice would you give to other franchise operators or SMBs investing in CTV?
Control and measurement are everything.
You need to understand where your impressions are running and have the ability to influence that. Especially for franchise businesses, geographic precision matters.
The second piece is attribution. Without it, you’re guessing.
With the right tools in place, you can see performance clearly, optimize your spend, and scale what’s working with confidence.
Ready to see what outcome-driven CTV looks like in practice?
CTV isn’t just about reach. It’s about efficiency, accountability, and driving measurable growth—especially for SMBs and franchise operators.
And when paired with the right level of control and attribution, it can become one of the most powerful drivers of customer acquisition.
If you’re looking to scale your business while improving efficiency, it may be time to rethink how CTV fits into your media mix.
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