"It is too expensive for a business my size"
The minimums that made television inaccessible are gone. Connected TV is bought by the impression, and a few hundred dollars a week buys real household reach inside a county.
It is more expensive per impression than social. It is not out of reach.
"You cannot target it like digital"
You can target by geography down to ZIP level, by household attributes, by content genre, and against your own customer list. It is bought through the same kind of platform as display.
The old model — buy a market and a daypart, hope for the right audience — is what people are remembering.
"You cannot measure it"
You cannot measure it with clicks, which is not the same thing. What you can measure: household reach, completion rate, brand search lift, direct traffic, call volume, and blended cost per booked job during and after the flight.
Those are better indicators of whether advertising worked than a click ever was.
"You need a production budget"
You need fifteen or thirty seconds with clean audio, legible text, and a readable end card. Existing job footage, a technician talking, and a static card do the work.
Over-produced spots frequently underperform plainer ones in local markets, because plainer reads as real.
"It is only for awareness"
It is primarily a demand-creation channel, true. But the effect shows up in measurable places — brand search volume, direct calls, and improved conversion rates on your other channels during the flight.
Treating it as unmeasurable brand fluff is how it gets cut before it has had time to work.
The one true objection
If your total budget is under roughly $1,500 a month, fund demand capture first. Not because streaming does not work — because creating demand you cannot then capture is the wrong order of operations.