Tunnel = a 1-mile stretch of road you own. Zone = a neighborhood-sized area of about 0.28 square miles that you own. Background = the whole member network, no geography limit. Full glossary
Veteran-owned. Jacksonville-based. Fixed rate per verified delivery. No auction, no Middleman Tax.
Jacksonville deck builders market data
Customer acquisition cost
Derived: LocalIQ CPL benchmark ÷ 25–50% close-rate assumptionCost per lead (FL)
LocalIQ Home Services benchmarks, cross-vertical range (deck building not separately published), Apr 2024–Mar 2025Highest service-call window
NOAA National Centers for Environmental Information, U.S. Climate Normals (Jacksonville, FL)The product
WilDi Maps is not a single flat-rate product. You pick the tier that matches how local you need to be. All three are GPS-verified per claim, with no auction, no exchange rake, no Middleman Tax.
1-mile road strip
Premium
Hyper-local, just-in-time
Claim a one-mile stretch. When a member enters the strip, they get a just-in-time message, perfect for emergency services, on-route specials, and anything where being right there now beats brand awareness later.
Best for
0.28-square-mile area
Premium
Hyper-local, area-based
Claim a one-square-mile block, not tied to a single road. Catches the residential cluster, retail district, or industrial park where your work actually lives. Same just-in-time delivery as tunnels; different geometry.
Best for
City-wide rotation
From $0.25
per claim, tier-based
City-wide brand presence on rotation. Highest reach for the budget; best when familiarity beats precision. Per-delivery rate drops by tier (Enterprise: $0.25 / Pro: $0.32 / Local: $0.40 / Starter: $0.50). See /pricing for the live rate card.
Best for
What the member gets when an ad is claimed
If the member wants to act on the ad, the app navigates them straight to the advertiser's location.
Click-through to any URL: ordering page, brand site, blog post, lead form.
Open a specific page inside the WilDi app: promo details, daily specials, claim instructions.
See the full pricing breakdown on the pricing page.
The honest channel breakdown, not vendor pitches. Numbers below are public benchmarks, sourced inline. Each channel has a job; the question is which one delivers the homeowner with a failing system at a price that lets you stay profitable.
| Channel | Cost range | Notes |
|---|---|---|
| Google Local Services Ads | Per valid lead, price set by Google by location, job type, lead type and bidding mode. No published price. | Google's own words: 'You're charged for each valid lead you receive'; 'Lead prices may vary depending on your location, the job type, the type of lead, or your bidding mode.' Google publishes no per-vertical or per-market lead prices, so no dollar figure appears here. Note: from August 2026 Google is migrating LSA into Performance Max with pay-per-lead goals; you still pay only for valid leads, but manual maximum cost-per-lead bidding is going away. Google Local Services Ads help (charges, credits, Performance Max migration) |
| Google Search Ads | $93.69 to $228.15 cost per lead across published home-services trades; deck building not separately published | LocalIQ's per-trade benchmark (medians, 3,211 US campaigns, Apr 2024 to Mar 2025) does not include a deck or patio row. We show the span across the trades it does publish and say so, rather than borrow a figure. National, auction-priced. LocalIQ Home Services Search Advertising Benchmarks (Apr 2024 to Mar 2025) |
| Meta (Facebook and Instagram) lead ads | $2.23 avg CPC · $41.26 cost per lead (Home and Home Improvement, leads campaigns) | Platform-benchmark from 726 US leads-objective campaigns, Apr 2024 to Jun 2025. A Meta lead is a form fill from someone scrolling, not someone physically in your area; conversion rate in the benchmark is 5.22%. WordStream Facebook Ads Benchmarks 2025 |
| Static billboards (Jacksonville) | $3 to $10 CPM nationally (executed contracts); Jacksonville blended traditional-billboard CPM $5 to $12; static bulletins $1,800 to $6,500 and posters $800 to $2,200 per 4-week flight, production $400 to $1,400 extra (AdQuick 2026 guide) | No Jacksonville operator publishes a rate card, so the local figure is a marketplace listing and labelled secondary; the national range is from executed contracts. Impressions follow Geopath's definition: gross exposures including passengers and duplicated views, not people. Solomon Partners / OAAA 2025 CPM comparison; AdQuick Jacksonville listing; Geopath glossary |
| Digital billboards (Jacksonville) | Freeway digital bulletins $5 to $12 CPM (share of voice $3,000 to $12,000 per unit per month); downtown LEDs $12 to $22, JAX airport $15 to $28, programmatic exchange $4 to $11 (AdQuick Q2 2026 marketplace rates); self-serve plays from $0.01 per ~8-second play | A digital board rotates advertisers, typically 8 seconds of exposure every 64 to 80 seconds, so your exposure is a fraction of the board's traffic. Marketplace ranges are asking prices; the per-play price is the only platform-published billboard price that exists. AdQuick Jacksonville DOOH listing; Blip pricing |
| Lead marketplaces (Angi, HomeAdvisor, Thumbtack, Networx) | Angi and Thumbtack publish no per-lead prices; Networx publishes $10 to $100+ per shared lead and $15 to $120+ exclusive (2023) | Angi's 10-K: pros pay for the match 'regardless of whether the Pro ultimately provides the requested service'. Thumbtack caps a homeowner at five pros in the first four hours, then lifts the cap. Networx sends one pay-per-lead to up to four contractors. The FTC's 2022 to 2023 action against HomeAdvisor concerned the quality and source of leads sold to pros (allegations resolved by consent order). No qualifying source publishes a per-trade lead price for Angi or Thumbtack, so none appears here. Angi FY2025 10-K; Thumbtack help center; Networx help center; FTC |
| WilDi Maps: Cost Per Verified Delivery (CPVD) | From $0.25 (background, tier-based); tunnels and zones priced for hyper-local | GPS-verified human delivery in your chosen Jacksonville zone or tunnel. Background is the city-wide base; zones (0.28 sq mi) and tunnels (1-mile road strips) are priced higher because they target the residential clusters where decks actually go up. No auction, no bots, no Middleman Tax. WilDi Maps pricing |
The pricing model
Cost Per Verified Delivery (CPVD) is a pricing model where you pay a tier-based rate (from $0.25) each time your message is delivered to a real phone moving through a real street segment you own. The delivery is GPS-verified: the device was physically present in the corridor at the time of delivery. Not an impression, not a click, not a "potential reach": a delivery to a known location at a known time.
CPVD replaces auction-based CPM (cost per thousand impressions) and CPC (cost per click), the pricing models that hide 30-50% of an HVAC budget in the Middleman Tax. No exchanges, no demand-side platforms, no supply-side platforms, no resellers. One fixed rate, one verified delivery, one operator on the other end.
Read the full breakdown of where every dollar of an ad budget actually goes: What is the Middleman Tax?
Also known as ad platform fees. What is the Middleman Tax?
Same budget. Follow where the dollars actually go. Pick your vertical for a personalized waste estimate, or leave it on Average for the industry-wide baseline.
That's $30,000 per year. Here's where every dollar ends up:
What you put in
27% taken by SSPs and DSPs before an ad runs
26% on made-for-advertising sites, unmeasurable and non-viewable placements, and bots
47% of what you put in
Same budget, same ambition
Fixed verified human delivery · no auction
100% of your budget, a known quantity
$15,870 stops flowing to middlemen. 93,744 WilDi verified deliveries instead.
Priority Access to Jacksonville pilot zone and tunnel coverage. Background brands can use the Phase 1 Jacksonville rollout now as we start expanding.
Baseline Middleman Tax is anchored to the ANA Programmatic Media Supply Chain Transparency Study: Complete Report (Association of National Advertisers, December 5, 2023), which found that transaction costs, primarily DSP and SSP fees, account for 29 percent of the ad dollar, and that only 36 cents of every dollar entering a DSP effectively reaches the consumer once invalid traffic, non-viewable impressions and made-for-advertising sites are counted. Per-vertical estimates are not pure fee figures: they blend that fee skim with WordStream cost-per-click benchmarks and DoubleVerify invalid-traffic rates. Full methodology and sources →
Jacksonville's median home year built is 1990 , meaning a typical home is now 36 years old, well past original-system replacement age. The neighborhoods below combine housing-stock age, AC-strain factors, and replacement-driven demand.
Large 1970s-1990s suburban lots with mature backyards. High original-deck replacement cycle and a visible neighbor-noticing-neighbor referral effect.
Premium coastal outdoor-living budgets; high willingness to pay for composite (Trex / TimberTech / AZEK) and engineered elevated decks.
Newer-construction master-planned community with builder-grade backyards; strong original deck/patio uptake and screen-enclosure crossover.
Urban premium homes with smaller lots. Work skews toward design-led patio, pergola, and rear-yard refresh projects on aging hardscape.
Coastal lots requiring elevated decks engineered for high-velocity wind loads; salt-air-resistant materials are a higher ticket.
River-frontage homes with outdoor-entertaining culture; multi-level decks, dock crossovers, and screened lanais are recurring scope.
For operators on shared-lead platforms
Lead-marketplace platforms resell the same homeowner to competing deck builders: Thumbtack caps a homeowner at five pros in the first four hours and then lifts the cap, and Networx sends one pay-per-lead to up to four contractors. Angi's own 10-K says pros pay for the match regardless of whether they end up doing the job. Angi and Thumbtack publish no per-lead prices, so we don't quote figures for them. CPVD is a different model: you own the corridor, the delivery is GPS-verified, and there's no shared-lead auction. See how the math compares for deck-and-patio operators.
See the lead-marketplace comparisonHonest take
WilDi isn't the right answer for every deck-builder ad budget. A few honest cases where traditional channels still pencil out:
If your business is built on manufacturer co-op dollars from Trex Pro, TimberTech Gold, or AZEK Premier programs, the co-op rules typically require Google Search, Meta, or vendor-approved retargeting placements. CPVD doesn't qualify for co-op match yet, so the math is different. Pair WilDi for the share of spend you control directly.
Pool-deck-and-resurfacing operators selling across Florida, Georgia, and the Carolinas need DMA-level reach, not single-corridor targeting. Programmatic display and broad Google Search at scale still deliver more aggregate reach in a single campaign than a neighborhood mesh deployment.
If your revenue comes from being the named deck or patio subcontractor on a national homebuilder's community, your customer is a procurement officer, not a homeowner. Those relationships are won on bid-board terms and trade-show presence, not on consumer-grade local advertising.
Restaurant patios, hotel rooftop decks, and HOA amenity-deck projects are sold through architects, GCs, and facility-management RFPs. CPVD is built for residential consumer demand and won't help you reach a hospitality procurement team.
Deck and patio building is not among the verticals with a platform-published cost-per-lead benchmark: across the published home-services verticals, search-ads CPL runs $93.69–$228.15 (LocalIQ, Apr 2024–Mar 2025), which at a 25–50% close rate implies roughly $190–$920 per acquired customer. Google does not publish Local Services Ads lead prices, and neither Angi nor Thumbtack publishes a per-trade rate, so we don't quote figures for them. Deck projects carry a high enough ticket to absorb a real acquisition cost, which is exactly why the waste hiding in shared leads and untargeted clicks is worth hunting. WilDi Maps' Cost Per Verified Delivery starts from $0.25 per GPS-verified delivery on background rotation, with tunnels and zones priced higher for hyper-local precision.
Cost Per Verified Delivery is WilDi Maps' pricing model. You pay from $0.25 each time your message is GPS-delivered to a real phone moving through a real street segment you've chosen. Tunnels (1-mile road strips) and zones (0.28-square-mile residential areas) are priced higher because they let you concentrate spend on the streets and neighborhoods where deck buyers actually live. No auction, no shared leads, no off-screen impressions, no Middleman Tax. A delivery is not a lead, and the site never equates the two: CPVD is a fixed price for a verified delivery, not a bid for a form fill.
Florida's heat, humidity, salt air, and UV exposure punish traditional pressure-treated pine. The premium Jacksonville market (Ponte Vedra, Atlantic Beach, San Marco, Ortega) leans toward capped composite (Trex, TimberTech) and full PVC (AZEK) for low-maintenance, fade-resistant performance. TimberTech and AZEK are sister brands under The AZEK Company. Wood still wins on price-sensitive jobs, but composite and PVC dominate the high-ticket replacement and new-build segments where deck builders earn the strongest margins.
Yes. Under the Florida Building Code, any deck more than 30 inches above grade requires a permit and a code-compliant guardrail (36 inches residential). Most of Florida, including Duval and St. Johns counties, sits in a design wind-speed zone of roughly 130 to 150 mph, with hurricane tie-downs, engineered ledger connections, and uplift-rated fasteners required. The Florida Keys and parts of South Florida (HVHZ) push past 180 mph and apply stricter standards. Coastal Jacksonville lots near Atlantic Beach and Ponte Vedra typically need engineered drawings for elevated decks rather than prescriptive details. Confirm the current edition on the Florida Building Commission's own portal before quoting.
Zones are 0.28-square-mile residential areas. Use them when you want every device passing through a specific Jacksonville neighborhood (Mandarin, Nocatee, Atlantic Beach) to see your deck-builder brand and recently-finished project photos. Decks are visibly contagious: once one home on a cul-de-sac installs a composite deck, the neighbors are the next quote. Background is city-wide brand presence from $0.25 per verified delivery, the long-cycle nurture layer for the months most homeowners take to move from thinking about a deck to signing a contract. Most healthy deck-builder campaigns combine both.
In Florida, heavily. A homeowner pricing a new deck is often pricing a screen enclosure, a pool-deck resurface, a pergola, or a paver patio in the same conversation, and many deck contractors either subcontract the aluminum framing or partner with a screen specialist. No cost guide that meets our sourcing bar publishes screen-enclosure or deck pricing, so we don't quote per-square-foot figures. The advertising point stands on its own: targeting by zone lets a deck-and-patio builder reach the same homeowners that pool builders, paver contractors, and screen-enclosure companies are competing for, without paying the auction tax three times for the same household.
One verified delivery of your offer to the phone of one real person who was physically inside your chosen geography at that moment, confirmed by GPS on the device itself. That person also taps to acknowledge the offer, so a delivery is never an invisible impression. Bots, background tabs, and off-screen impressions cannot generate one. You are billed only when a verified delivery happens.
Background reaches everyone active in the WilDi app: nationwide by default, or limited to one area you choose (your city, your side of town) so budget is never spent outside it. A zone is a neighborhood-sized area you hold exclusively: while it is yours, no competitor can run there. A tunnel is a one-mile stretch of road you can place anywhere, and it follows the road's contours, ideal for the approach to your shop or a route your customers already drive.
The pilot market is Jacksonville, Florida, live now. New metros open as our opted-in local audience grows there. If you want your market next, talk to sales.
The Starter tier opens with a $50 deposit, and that deposit becomes your ad budget. Background deliveries on Starter run $0.50 per verified delivery, so the first deposit buys 100 GPS-verified deliveries to the phones of real local people out on the road. There is no auction and no platform fee stacked on top.
About this analysis
Written by Timm Ross, founder of WilDi Maps · Jacksonville-based · Veteran-owned. We run our own delivery mesh in this market and hold ourselves to the same numbers we publish.
More about WilDi MapsPriority Access is open to the Jacksonville pilot cohort. Fixed rate. No auction. No bidding. No Middleman Tax.
