Let's TalkLet's TalkInsulation searches mix homeowners ready to hire an installer with DIYers pricing rolls of batts, people renting a blowing machine and people asking how insulation works. Google Ads for an insulation company has to pay for the first group - with ad copy that makes no claim the FTC's rules would object to.
We go through the search terms you paid for, the assessments they produced and what became of them, and show how much went on DIY, product, machine-rental, how-to and job searches, which campaigns produced installed jobs, whether your ads' R-value and savings claims carry the required disclosures, and what to change first. You get a recorded walkthrough; there is no call to sit through.
Four failures we see repeatedly in this vertical, and what each one actually costs.
'Attic insulation rolls', 'how much insulation do I need', 'rent insulation blower' and 'spray foam kit' come from people doing it themselves or buying material. 'Insulation installer jobs' comes from people looking for work. Without careful exclusions, these searches can take a real share of each day's budget before a homeowner who wants their attic done properly has seen your ad.
Search ads are short, and the most tempting things to put in them - an R-value, a price, a savings figure - are exactly the claims the FTC's R-value Rule attaches disclosures to, online included. Ads that promise a percentage off bills or 'R-49 for $X' without the required information create risk, and a landing page that does not carry the disclosures compounds it.
Attic top-ups, wall insulation, crawl space work, spray foam and old-insulation removal are worth different amounts and convert at different speeds. In one campaign, quick attic top-up conversions win the budget while spray foam and whole-house projects, which take longer to decide, are starved.
Insulation demand jumps with the first cold snap and the first heatwave, when bills arrive and rooms feel wrong. Accounts that spend the same all year buy expensive clicks in quiet weeks and run out of budget just as demand peaks. Spend needs to follow the weather and your crews' capacity.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
Insulation keywords attract DIYers, product shoppers, people renting blowing machines and job seekers alongside homeowners who want a professional. We build exclusion lists from the search terms you actually pay for, keep them current, and move the money onto searches that end in an assessment request from someone who owns the house.
We lead with the comfort problem and the quality of the install rather than an unqualified savings figure, and where an ad or landing page mentions an R-value, a price, a thickness or savings, we include the disclosures the R-value Rule requires. Honest ads are safer, and in a category full of exaggerated promises they also stand out.
Wall insulation, spray foam and whole-house projects convert more slowly than an attic top-up but are worth more. Each gets its own campaign, budget and target, and completed jobs are imported with their values, so the bigger work is not starved simply because a small job converted faster.
Recent searches sorted into jobs, DIY, products, research and employment.
Negative lists built and reviewed monthly.
Ads and landing pages reviewed against the FTC rule.
Attic, wall, crawl space, spray foam and removal campaigns.
Spend planned around demand spikes and crew capacity.
Completed jobs fed back for bidding.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Google's current US list of Local Services Ads categories includes home insulation. Where available they charge per lead rather than per click and show a Google Verified badge. Run alongside search campaigns, compare them on cost per installed job.
Searches about cold rooms, hot upstairs bedrooms and ice at the eaves come from homeowners with a problem. Campaigns and landing pages built for those searches, explaining the cause and the fix, meet them at the right moment.
The federal energy efficient home improvement credit is not allowed for property placed in service after 31 December 2025. Ads, extensions and landing pages that still mention it should be removed, and any local rebate described with its conditions.
The easiest conversions in insulation are often small top-ups and assessment requests from curious homeowners. Importing completed installs with their values teaches bidding which searches lead to real work.
None of our case studies is an insulation company. The nearest Google Ads engagement is an auto dealership, where tightly targeted search campaigns produced 1.22M clicks at a 0.90% click-through rate, 627% ROAS and $617K in revenue. The transferable lesson is targeting discipline - paying only for searches from people ready to buy, which in insulation means filtering out DIY, product and research traffic first.
Read the full case studyYes, when DIY, product, rental and job searches are excluded, campaigns are split by job type and ads make honest claims. Measured on installed jobs rather than clicks, search ads can be a dependable source of attic, wall and spray foam work, especially when budgets follow the weather that drives demand.
DIY and how-to searches, insulation rolls and bags if you do not sell product, machine rental, spray foam kits, calculators and job searches. Review the search terms report monthly, because new variations appear as the weather changes and homeowners start researching their bills.
You can, but the FTC's R-value Rule attaches disclosure requirements to advertising that includes an R-value, a price, a thickness or an energy-saving claim, online included. An ad giving an R-value must disclose the type of insulation, the thickness needed and a set statement about R-values. Often it is simpler to keep figures on a landing page that carries the full disclosures.
Not the federal energy efficient home improvement credit for current jobs - it is not allowed for property placed in service after 31 December 2025. Remove it from ads, assets and landing pages. If a local utility or state programme offers a rebate, describe it accurately, with its conditions, and make sure customers can genuinely claim it.
Google's current US list includes home insulation, so many insulation companies can, though availability varies by area. They charge per lead rather than per click, and invalid leads are not charged. Compare them with search campaigns on cost per installed job, not on lead price alone.
Yes, if you offer it. Spray foam buyers are often builders, remodelers or homeowners finishing a basement or bonus room, and the job is larger and slower to decide than an attic top-up. Its own campaign, budget and landing page stop it being starved by quicker, cheaper conversions.
Photos of real installs of that job type, what the quote includes - air sealing, coverage, baffles, removal of old material - what drives cost, the written receipt customers receive, any required R-value disclosures, licence and insurance details where they apply, and a short form asking the area, existing insulation and the comfort problem.
Ahead of and during the moments homeowners feel the problem: the first cold weeks and the first heatwave, when bills arrive and rooms feel wrong. Pull back when crews are fully booked, and keep a smaller presence in milder months for planned work, builders and remodelers.
Import completed installs as offline conversions, with their values where possible, so bidding learns which searches lead to real work. Counting every assessment request equally teaches Google to find people who request assessments, and many of those are curious homeowners with no plan to buy yet.
Enough to fill the jobs your crews can handle in your strongest areas, paced to the weather. Start with your most profitable job type, judge it on cost per installed job over a couple of months, then expand into what works. A small, well-targeted account can do well.
Written for owners weighing this up, whether or not they work with us.
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