Generating Home Improvement Leads With Paid Ads

15 minute read
15 minute read

Important: This article complements our comprehensive home improvement lead generation guide exploring the most effective ways to acquire high-intent home improvement and home service leads at scale. Check it out for unique lead gen & marketing insights.

Imagine a new family relocated into a town where your home remodeling company operates. They bought a house and hired a company to remodel it, but not your company. You’ve missed out on some high-intent home improvement leads, and you don’t even know why.

Speaking of which, why could that happen?

Chances are your home remodeling advertising didn’t hit the right people with the right message at the right time, or you were not using paid home improvement ads at all. You should have realized competing companies are growing by leaps and bounds, looking for your slice of the pie.

There you go:

number of home remodelling businesses

Source: Zippia
The good news, though, is that it’s still not too late to revamp your paid advertising strategies for big wins. Read on to unlock the full potential of home improvement ads in lead generation and learn to acquire home improvement leads at scale within reasonable budget limits.

What Is Lead Generation in Home Improvement Advertising?

Lead generation encompasses marketing techniques to identify a wide range of potential clients who can convert over time. For marketers, home improvement lead generation mostly boils down to growing the list of people looking for contractors, with dozens of local home improvement companies fighting for clients’ personal details like an email address or phone number.

But there’s more to home improvement lead generation than standard marketing strategies like email outreach or social media advertising. At the very least, you must be aware of the current trends in lead conversion and allocate resources wisely to generate leads for home improvement who are more likely to convert while not splurging on low-intent leads.

Here’s the average CR for home improvement services against other industries:

Conversion Rate by Industry

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Types of Home Improvement Leads

Indoor Services  Outdoor Services Mixed
Kitchen remodeling HVAC system repair or installation Home security system installation
Plumbing services Deck construction or repair Lighting
Insulation installation Waterproofing services Painting and wall renovation
Flooring installation or repair Solar panel installation Siding installation or repair
Bathroom renovation Roofing repair or replacement Electrical wiring and fixture installation
Home theater installation Landscaping and outdoor improvement Window and door replacement
Basement finishing or renovation Fence installation or repair Attic or garage conversion

Take note: the above categories will provide you with the right keywords for advanced targeting settings in home improvement advertising. 

At the same time, it’s difficult to put together an explicit list of services under the home improvement umbrella. Basically, it includes all improvements that need to be done in or around the house with the contractors’ physical presence, from complete house rebuilding to setting up Internet routing.

Understanding the Target Audience for Effective Home Improvement Advertising

You cannot succeed without knowing who your target audience is. Even a narrow-focused lead group – for example, kitchen remodel leads – may represent very different needs. Some might want basic remodeling, whereas others might want all the bells and whistles you can offer.

Whichever home renovation business you represent, drill into your audience’s motivation. Remember, most of the time, home improvement is a necessity, not a product someone looks for out of boredom. If you want your contractor ads to get you many home improvement leads, profound customer analysis is a must.

Here’s an example of home renovation marketing insights for paid advertising campaigns:

reasons for bathroom renovations

Source: Statista

Here are some home remodeling advertising advice based on the statistics above: 

  • Knowing that almost half the respondents require renovation because their bathroom is outdated means you need trend-focused home remodeling ads. Check with the latest trends in the field and see what remodeling advertising ideas you can offer.
  • Knowing that 28% are ready for the remodeling because they finally have the money for it makes it reasonable to set up home improvement ads for budget remodeling. Make sure to explain that you offer the best value for the price.
  • Knowing that 9% remodel their bathroom because of safety or health concerns suggests some home improvement ads should target aged individuals.

Now that you know what problems motivate your audience, you can address their pain points through resonating home improvement advertising.

For example, individuals who need their bathrooms to be more accommodating, personalized, safe, or have more storage space will respond to home improvement ads showcasing custom bathroom designs. You can emphasize your previous experience with custom projects, including photos of remodeled bathrooms and special safety features.

bathroom ideas

Source: Making It Lovely

Use the information you have to target your ideal clientele with your home improvement advertising and offer personalized solutions to get exclusive home improvement leads.

Using Home Improvement Ads To Pre-Qualify Leads

Using paid home improvement ads while disregarding the quality of your leads is a bad tactic that usually leads to financial losses. Not only will you spend your budget ineffectively, but most of your leads won’t convert, leaving you with bad experiences and possibly back reviews.

Here are the two effective practices for creating home improvement ads:

  1. Pre-qualify your leads using ad content. Write clear, resonating call-to-actions so potential clients know exactly what you’re offering. For example, if you’re targeting people who need deck installation services, ensure that your home improvement ads don’t attract people who need masonry or landscaping services.
  2. Create relevant landing pages for home improvement ads. If leads land on the home page, they’ll have to spend extra time finding your services. Make sure your ads direct customers where you want them to go.

How To Generate Leads Using Home Improvement Ads on Google

Accounting for over 94% of the global search engine market, Google is the advertising playground you can’t ignore. As a marketer, you can leverage Google Ads to craft your best advertising for contractors on Google.

Google allows creating advertising campaigns where your contractor Google ads will look similar to other SERP results, displayed at the top of the page to the relevant audience. This approach is a shortcut for small businesses who want to target a home improvement audience but struggle to compete with big-name companies.

You don’t have to pay for Google ads for contractors in advance. Instead, Google offers a pay-per-click policy where you are charged a fee every time someone interested in your ad clicks it and lands on your landing page.

The PPC price mainly depends on the industry’s average conversion rate and income per conversion. For home & home improvement, the average PPC is around $7 per click, which is more expensive for advertisers than in most other industries.

Creating a Google Ads Campaign Step-by-Step

Step 1 – Create a Campaign and Choose a Goal

Start by logging into your Google Ads account. Click on the ‘Campaigns’ tab, then hit the blue ‘+’, selecting ‘New Campaign’. Now you can identify the goal of your campaign – website traffic, sales, or lead generation – to define conversion actions (a phone call or a website visit) and track them for conversion analysis.

Alternatively, you can select “Create a campaign without a goal’s guidance.”

Step 2 – Choose the Appropriate Campaign Type

Choose the campaign type to determine how and where your contractor Google ads will appear in the general search results, images, videos, online feeds, or ad campaign types for apps or product listings. If you have engaging visuals, try the “Video” or “Display” options; however, home improvement advertising typically requires a “Search” campaign type.

Step 3 – Start Setting Up Your Campaign

Set up your campaign name. The name will not influence the process of generating home improvement leads. After that, choose the campaign schedule: beginning and end dates, as well as whether you want to run it all day long or during specific hours.

Step 4 – Specify Target Audience for Home Improvement Ads

Choose your target audience by setting up locations and languages. At this stage, Google will show you the potential number of viewers you can reach with your home improvement advertising.

Step 5 – Set Up a Daily Budget and Bid Strategy for Your Paid Advertising

Specify the campaign’s average daily budget. Google may exceed your budget on some days while lowering it on others to achieve your spending estimates.

google ad daily budget

Source: Google Ads Help

Next, choose your bidding strategy: manual, where you set the maximum price you’re willing to pay for an ad (CPC – Cost Per Click), or automated, where Google determines the maximum CPC bid. The actual price you’ll pay for your home improvement ads will depend on factors like keyword quality (explained below) and your ad’s relevance (the less relevant, the higher CPC).

Step 6 – Add Keywords for Targeting Relevant Home Improvement Leads

Add words that match the terms that home improvement leads might use to find your business, and choose how closely the users’ query should match your keywords for your ad to be displayed.

Your keyword choice directly impacts the CPC price. Keywords with a broader meaning, like “home improvement business,” will attract more competition from home renovation businesses and require higher bids than long-tail keywords like “kitchen remodeling company in Perth.”

Step 7– Build an Audience

You can create a target audience for your home improvement ad and reuse it across many Google ad campaigns by clicking “Create an Audience” in the “Modules” section and selecting the demographic groups you want to target. Google gathers information about a person belonging to a specific group – age, household income, etc. – from the history of user interactions with Google SERP.

Step 8 – Create Home Improvement Ads

Finally, you’ll set up your ad by including the final URL, headlines, display path, and descriptions. You can also set up device targeting by defining how much to pay for clicks on different devices or exclude some by setting the price to zero.

Before Launching a Home Improvement Ads Campaign: Tips & Best Practices

A lot of tuning is necessary to get the best home improvement leads from Google ads, and if you’re only starting with this type of home improvement advertising, be patient. Try creating multiple campaigns with different settings, and don’t be too harsh on yourself for losing some dollars at the start.

Adhere to the general best practices for marketing strategies that apply to home improvement advertising across different platforms, such as the importance of understanding your target audience, creating high-quality marketing content, and perfecting your communication skills.

Here are some tips to enhance your home improvement advertising with Google ads:

  • “Presence” vs. “Interested”: When you’re targeting your audience by location, ensure to check the “Presence” and not the “Search interest” option so only people living in the target area can see your home improvement ads.
  • Highly specific keywords: Use free tools, like Google Keyword Planner, to find the keywords relevant to your business. Long-tail keywords will help you get leads by Google ads at a lower price.
  • Ward off negative keywords: For example, for kitchen remodeling advertising, you don’t want to target DIY searches. Add keywords like “DIY” or “guide” to a “Negative keyword list” to exclude them from your campaign. For the same reason, exclude nighttime hours and minors from your home improvement ads.
  • Google ad extensions: Google allows extensions that translate additional information about your business: thumbnails, addresses, working hours, promotions, etc. Use them to make your home improvement ads stand out.

google ad extensions

Source: Google search

  • Remarketing: Target people who visited your site’s URL and didn’t convert (exclude those who saw your after-purchase Thank you page). Remarketing leads will cost you less because Google will consider them higher quality.

How To Advertise Your Business on Facebook

While social media advertising is extremely effective in generating home improvement leads, not all social media platforms are equally powerful in this niche. For example, LinkedIn might not be effective in acquiring B2C traffic, whereas TikTok is unlikely to cover older audiences.

Here are some general statistics on marketing media channels:

Top Social Media Channels for Marketing

As you can see, Facebook takes the lead. The platform has been around for some 20 years, covering 2+ billion users and 200 million business accounts. Home improvement advertising on Facebook can be quite profitable if you know whom you target and how to target them.

Creating Facebook Home Improvement Ads: A Step-By-Step Tutorial

Let’s get into Facebook home improvement ad basics. Follow these easy steps to start your first campaign without hiring Facebook ads managers.

Step 1 – Set Up a Facebook Business Page

Set up a Facebook business page by providing information about your business. This will unlock Add Manager, a Facebook feature for creating ad campaigns.

Step 2 – Choose a Marketing Objective

Decide your marketing objectives: brand awareness, traffic generation, video views, etc. Select lead acquisition to automatically improve Facebook ads for your business’s needs.

Step 3 – Set Your Audience

Narrow your audience by criteria like age, gender, location, interests, behaviors, relationships, and more. Additionally, you can set up a custom audience by targeting your company’s contacts.

Step 4 – Choose Your Ad Placement

Facebook allows you to choose where to show ads: News Feed, Facebook Messenger, or Instagram. You can also let Facebook decide the optimal placements for your home improvement ads.

Step 5 – Set a Budget and Bidding Price for Home Improvement Ads

First, choose whether you want Facebook to spend a specific amount of money per day or throughout the duration of the ad campaign. Next, choose the bidding model that will work best for home improvement advertising: CRC (cost-per-click), CPL (cost-per-like), or CPM (cost-per-thousand-impressions).

Average Facebook Ad Cost

Step 6 – Choose Your Home Improvement Ad Format


Banner Ads Banner ads look like regular Facebook posts that lead to landing pages
Lead Ads Lead ads include a call to action and allow submitting viewer contacts without leaving the Facebook platform
Carousel Ads Carousel ads are a selection of images that the viewer can swipe through
Video & Slideshow Ads Video and slideshow are Facebook automated ads that play a short video about your company or a slideshow made with the Facebook engine

Step 7 – Finish Setting the Ad

Create an ad headline and body text and design the visual component. Once your ad is live, monitor its progress using Facebook’s Ads Manager.

Facebook Advertising Hacks for Winning Campaigns

Facebook has proven a viable platform for generating home improvement leads. Whether you’re creating Facebook ads for roofers, painters, or general contractor ads, the following strategies will help you leverage maximum value from your investments:

  • Video: Use video content for your home improvement advertising. For example, you can display before-and-after kitchen remodeling projects or step-by-step roofing processes. The ability to embed videos into home improvement ads distinguishes Facebook from other platforms. However, make sure to include subtitles, as most people scroll through Facebook content with the sound turned off.
  • Employ multiple ads: Display several types of home improvement ads within the same campaign. For example, after displaying roofing ads on Facebook, you can roll out user testimonials and use cases. This approach will increase brand awareness and eventually nurture viewers into engaging with your company.
  • A/B testing: Home improvement advertising is a continuous process that needs tuning for the best results: target groups, bidding options, ad types, etc. Launch, monitor, and adjust, and then rinse and repeat.
  • Inspiring contractor advertising ideas: Learn how to get leads from Facebook by browsing various contractor ads, not necessarily from your niche. Flex your customer mindset and note what may catch their eyes. Use those elements in your own home improvement ads and highlight what makes your brand stand out.

How To Target Home Improvement Leads With Other Social Media Paid Campaigns

Global social media advertising will continue to grow, so it is also worth looking into other sources of home improvement leads than Facebook and Google.

social media ads spending

Source: Statista

Here are some other home improvement advertising platforms to consider:

Twitter Home improvement advertising on Twitter can focus on follower-building or website clicks. Real-time content distribution makes Twitter great for time-sensitive promotions or updates.
LinkedIn LinkedIn excels in B2B home improvement advertising. LinkedIn’s Campaign Manager caters to professional industries, offering precision targeting based on job title and function. It can be used for home improvement ads focused on commercial leads and referral networks.
Instagram On Instagram, you can flaunt your unique brand aesthetics and story. Sponsored posts and Stories can include links to landing pages to boost the visibility of your home improvement business.
Pinterest Pinterest is best for lifestyle, design, and DIY brands, with promoted pins increasing brand visibility. However, to create effective advertising for a construction company, you’ll have to hire a professional photographer.
YouTube YouTube’s in-stream or discovery ads, coupled with the platform’s powerful audience targeting features, can be highly effective for home renovation business exposure. For example, you can create DIY guides to grow credibility and trust with your company.

Generate and Convert More Home Improvement Leads With Phonexa

Phonexa offers tools to help you manage all types of leads across all marketing stages:

Get your all-in-one lead management software suite now, or book a demo to find out more about Phonexa.

Frequently Asked Questions

How can time-of-day ad scheduling impact lead generation?

Scheduling your home improvement advertising campaign during times when potential customers are likely to see them may help show your home improvement ads to the right audience.

What is a custom audience, and how can it be used in home improvement advertising?

A custom audience typically refers to a group of people who are already familiar with your company or services. Platforms like Google and Facebook allow building custom audiences using your company’s contacts list or list of people who have visited your website. Targeting such leads with home improvement ads significantly increases the chances of conversion.

How does pre-qualifying leads using home improvement ads influence ROI?

Pre-qualifying leads using home improvement ads ensures that you invest in potential customers interested in your services, contributing to higher ROI.

Got Questions?

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Phonexa is the leading all-in-one platform for call tracking, lead distribution, email, marketing, and digital marketing. The Phonexa staff is responsible for authorship of Phonexa blog posts.
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