Is this worth it for a contractor?

As a top of mind layer once your bottom funnel is locked in, yes. Homeowners research big repairs for weeks. Video and banner ads keep your name in front of them for pennies while they compare, so when they finally pick up the phone, you are the company they remember.

The order of operations matters. Video does not replace capturing the people searching today; it multiplies it. That is why we treat YouTube and display as a follow up and awareness layer, not the first dollar you spend.