HomeServe USA has acquired digital advertising agency Vincodo to ramp up its in-house digital marketing and search engine marketing capabilities. 

Vincodo was founded in 2010 by Internet marketing industry veterans with multichannel marketing experience. The agency specializes in customer acquisition and sales growth through search marketing and online advertising, and is based in Langhorne, Pennsylvania.

HomeServe provides home repair solutions serving more than 4.4 million customers across the U.S. and Canada.

Discussions between HomeServe and Vincodo began in February, said Jeff Paradise, CDO at HomeServe in the U.S. “This is our first in-house search engine marketing team,” he said. “eLocal does have a search team that will transition under the new team.”

The acquisition of Vincodo builds on HomeServe’s 2019 purchase of a majority stake in eLocal USA LLC, as the foundation of HomeServe’s Home Expert business in the U.S.

Tim Daly, Vincodo’s CEO, will report to Jeff Paradise, HomeServe’s chief digital officer.

Daly plans to remain at HomeServe for at least five years, taking a role of general manager at the company. “More agencies will be making their [pivot] in the coming months,” he wrote in an email to Search & Performance Marketing Daily.

All Vincodo employees will join HomeServe. Vincodo will have a team dedicated to their existing clients, and a team will be built to serve Homeserve client, which includes home repair, HVAC, and eLocal clients.

COVID-19 has increased the need for fast and quality work. HomeServe USA’s Biannual State of the Home Survey suggests 53% of American homeowners had a home repair emergency during the past 12 months. Some 19% cited HVAC-related issues, and 15% noted blocked or overflowing toilets, especially during the COVID-19 pandemic. The need for these services requires the use of search engine advertising and marketing.