Marketing for Remodelers and Home Improvement Companies
A remodeling job is decided over weeks, not clicks. Someone fills out a form, waits for a callback, books an in-home consultation, gets a number, talks to their spouse, and then compares you against two other companies.
Advertising for that is a different job than advertising for a product. The lead is not the result, and an account that optimizes toward leads will happily buy you a pile of people who were never going to sign.
We run Google Ads for remodelers and home improvement companies in the US and Canada, and we measure it by consultations that happen and jobs that close.
The lead is not the result. A remodeling job is decided over weeks, not clicks.
Why remodeling accounts leak money
Leak
The form is not the finish line
Between the form and the contract there is a callback, a consultation, a quote and a decision. Most accounts can see the first step and nothing after it, so they optimize toward whatever produces the most forms, which is usually the cheapest and least serious traffic.
Leak
Price shoppers look exactly like buyers
"Cost to remodel a kitchen" and "kitchen remodeling company" cost similar money per click and convert very differently. Without a maintained negative list you fund a lot of research.
Leak
Response time decides the job
In this trade the company that calls back first often wins before the quote is even written. If leads land in an inbox nobody watches, no amount of campaign optimization fixes it.
Leak
Seasonality is not a rounding error
Demand moves with the calendar and with your local housing market. Flat monthly budgets spend the most when people are least ready to commit.
Leak
The service area is wider on paper than in reality
Most remodelers will not drive 50 miles for a bathroom, but their campaigns will.
What we run
Campaigns split by the job you want more of
Kitchens, baths, additions, whole-home, and the specific services you make money on. One service per ad group, so the ad matches what the person typed and the budget can be steered per job type.
Homeowner and trade kept apart
If you also sell to builders or general contractors, those searches get their own campaigns and their own pages. They are a different sale with a different cycle.
Call tracking with dynamic numbers
Most inquiries arrive by phone. Each call carries the campaign and the keyword that produced it, so you can see which searches bring people who actually book a consultation.
How we set up call trackingThe steps after the lead, recorded
Consultation booked, consultation held, quote sent, job signed. Whatever your process is, the outcome comes back to us, and closed jobs go back to Google so bidding chases revenue instead of form fills.
Negative keywords maintained weekly
DIY, salaries and jobs, "how much does it cost", suppliers, and the neighboring metro you do not serve.
Geography matched to where you actually work
A radius around the areas you serve, with explicit exclusions for the ones you don't.
Landing pages that answer a homeowner's real questions
Finished work, the areas you serve, what the process looks like, how long it takes, and how to reach a human today.
It's the same Google Ads management we run for every service business, set up for a sale that takes weeks and runs through an in-home consultation.
What this looked like in one account
We work with a stone countertop manufacturer in Toronto, a business in this vertical where the sale also runs through a call, a measurement and a quote.
1,500+
leads
Roughly four in ten arrived as phone calls.
-55%
cost per lead
From CAD 91 to CAD 38–42.
342%
return on ad spend
June 2025, measured on closed jobs.
4×
budget growth
Every increase was the client's idea.
What we don't do
We do not promise a lead volume before we have seen your numbers, and we do not sell a channel because it came inside a package.
We also will not quote a monthly price on a first call. What a remodeler needs depends on how many services and areas you advertise, how many channels make sense and how much of your tracking has to be rebuilt first.
How an engagement works
Month to month, inside your own accounts, with no percentage of your ad spend.
How we workWho this is for
Owner-run remodeling and home improvement companies in the US and Canada:
Built for
- Kitchen and bath remodelers
- Whole-home renovation and additions
- Countertop and stone fabrication
- Specialty trades that sell through an in-home consultation
Probably not a fit if
Nobody on your side can tell us what happened after the call. We can optimize toward booked jobs only if someone records whether the job was booked.
Don't see your business here? Write to us, and we'll tell you honestly whether we can help.
FAQ
Calls can start in the first month. Whether those calls became signed jobs takes as long as your sales cycle, and in remodeling that is usually weeks. We plan the first two months as a test with that in mind.
Those send you buyers who are comparing several companies at once, and you cannot turn them up when you need work. Search reaches people at the moment they decide, and you control the area, the message and the follow-up.
We need the outcome of each lead somehow. A CRM is easiest. A shared sheet works. If you have neither, we can capture leads and their attribution inside your own website.
Where they are available for your trade, they often deserve a share of the budget, and we run them alongside search. They are a different format with different economics, so we decide that per business.
Yes, when it earns its place. In remodeling it works for showing finished projects to homeowners who are not searching yet. It supports search, it does not replace it.
Start with your numbers.
Twenty minutes on how your company sells, what your season looks like and what the account is doing now.
