Reach Every Homeowner Worried About Their Tap Water in Your Service Area.

How big is the water treatment install market?

Massive and growing. ~7M whole-house systems sold in the US annually in 2026, plus ~12M point-of-use installs (under-sink RO, refrigerator filters). Average installer in a metro market services 200-400 customers/year. Trade is fragmented — most metros have 5-15 installers, none with dominant share. Meta ads consistently deliver $35-$50 CPL because of the high-intent + high-search-volume niche.

What's the average ticket for water treatment installs?

Whole-house water softener: $1,500-$3,500 installed. Whole-house filtration system: $1,800-$4,500. Reverse osmosis (under-sink): $400-$1,200. Whole-house RO (rare, premium): $4,000-$10,000. Combined softener + filtration package: $3,000-$6,500. Well-water treatment systems (more complex — UV + sediment + iron): $3,500-$8,500. Average across all install types: $2,800-$3,500.

Should I focus on softeners, filtration, or RO?

Depends on your local water + customer base. Hard-water markets (Midwest, Southwest, Texas): softeners are the lead magnet, filtration is the upsell. PFAS-concern markets (East Coast, Great Lakes, EPA-flagged zones): filtration is the lead magnet, softener is the upsell. Well-water markets (rural, exurban): UV + iron + sediment treatment is its own specialization. Best Meta strategy: separate ad sets for each problem type, with creative matched to the local water issue.

How do I compete with Aquasana / Culligan / Home Depot retail?

Two angles: (1) install + service — DIY products fail without proper install + ongoing maintenance, your in-home service is the differentiator; (2) custom sizing — retail products are one-size-fits-all; you size to the actual home + water test results. Frame ads around 'custom-sized for your specific water' vs 'pre-packaged that may not fit.' Avoid competing on price — most retail prices are similar to your wholesale cost on premium products.

Are water treatment install leads seasonal?

Less seasonal than HVAC or roofing. Mild peaks in spring (homeowners deciding on home improvements) and fall (concerns about winter pipe issues). Steady year-round demand. The exception: news-cycle spikes — any major water-quality news event (PFAS announcement, lead-pipe replacement deadline, local-utility incident) creates 200-300% demand spikes for 4-8 weeks after. Set up alerts for water-quality news in your service area + pre-position creative to capitalize.