When should I do this?

After the demand that already exists is captured. There are homeowners searching for your service right now. Until you are winning your share of them, awareness money is expensive decoration on a leaky funnel.

Once search, maps, and your site are converting well, awareness is how you grow the market itself: putting your name in front of homeowners before they ever search, so when the problem shows up, you are the name they already know. We layer it in on purpose, at that point, and not before.