Let's TalkLet's TalkA campaign judged in thirty days against a decision that takes four months, buying enquiries from people who cannot afford the work.
Give us read access to the account and your last hundred enquiries with outcomes. We come back with how much spend produced enquiries below your minimum project size, how attribution is handling a months-long cycle, and the three changes worth making first. Recorded walkthrough, no call required.
Four failures we see repeatedly in this vertical, and what each one actually costs.
Someone searching kitchen remodel costs in November signs in March. On a thirty-day attribution window and a monthly report, the campaign that produced that contract looks like four consecutive failures - and it is routinely paused in month two. This is the most common way a remodeling account is broken by well-intentioned optimisation.
Ads compete on quality, experience and free consultations, which attracts everyone including the large share of searchers whose budget is a third of the project. Each of those becomes a consultation costing a designer most of a day. Ad copy is the cheapest possible qualification step and almost no remodeling account uses it as one.
A bathroom refresh, a kitchen and a whole-home addition differ by an order of magnitude in value and in decision length. Run together they share a budget and a target cost per lead, so the account optimises toward the cheapest conversions - which are the smallest jobs, at the moment the business usually wants the largest.
Smart bidding will faithfully maximise whatever conversion you define, and if that is a contact form it will find the people most willing to fill one in. Those are disproportionately early-stage browsers and budget mismatches. Without a value signal fed back from the CRM, the algorithm is being pointed at the wrong end of your funnel.
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.
Without offline conversion import, automated bidding optimises toward whoever is most likely to fill in a form, which is not whoever is most likely to sign a hundred-thousand-dollar contract. Wiring the CRM back into the account is unglamorous integration work and it changes what the algorithm is chasing.
Stating a starting range reduces click-through and reduces the lead count, and both of those look like a worse month. It also stops a designer spending a day discovering a mismatch in a living room. We report cost per signed contract alongside so the trade is visible rather than just the drop.
The single most damaging habit in remodeling accounts is pausing campaigns during the lag between enquiry and contract. We set the reporting up so that lag reads as pipeline rather than as failure, and we argue against the cut when it comes up.
Measure the actual gap between first click and signed contract, then set the windows to it before judging anything.
Kitchen, bath, addition, whole-home. Separate budgets and targets so value is not averaged away.
Starting ranges and minimum project size stated before the click, which filters harder than any form field.
Offline conversion import with contract values, so bidding optimises toward the enquiries that actually became work.
Months pass between research and signing, and the contractor still visible at the end is frequently the one who wins.
Spend follows signed work at the value you want rather than the campaigns producing the most forms.
The parts of this that come from having run it in this industry before rather than from running it well in general.
It is free, it happens before you pay for the click in many auctions, and it is the only filter that operates on people who were never going to proceed. Stating a realistic starting figure loses the mismatches and keeps the buyers, which is the trade every remodeling contractor says they want and almost none implement.
This is a visual purchase and the finished-work gallery does most of the convincing. Sending paid traffic to a text-heavy services page and burying the projects three clicks in wastes the most persuasive asset the business owns.
Default remarketing durations are far shorter than a remodeling decision, so most contractors stop showing up to a prospect weeks before that prospect chooses. Extending the windows to match the real cycle costs almost nothing and is routinely missed.
Research happens a season before construction, so the contractors with full spring schedules bought those enquiries in winter at lower competition. Budgets aligned to the build calendar rather than the research calendar consistently arrive a season late.
Our closest paid-search engagement is automotive rather than remodeling, and we will not present it as a trade case study. It is the right structural comparison because it is a high-value considered purchase bought through paid search, where the gain came from separating the valuable intent from the cheap high-volume intent that was absorbing the budget - which is exactly what happens between a bathroom refresh and a whole-home addition in one campaign.
Read the full case studyStarting ranges, usually yes. It lowers click-through and lead volume, which looks like a worse month, and it removes people whose budget is a fraction of the project before they cost you a consultation. In a trade where an unqualified enquiry costs a designer most of a day, the cheapest possible filter is the one that operates before the click.
As long as your actual decision takes, which for remodeling is usually months rather than the thirty days most accounts default to. Measure the real gap between first click and signed contract before setting it, because a window shorter than the cycle makes your best campaigns look like your worst ones and they get paused accordingly.
Because it is optimising toward the conversion you defined, and if that is a form submission it will find the people most willing to submit forms. Those skew early-stage and budget-mismatched. Importing contract values back from your CRM changes what the algorithm is looking for, and it is the single highest-impact change available in most remodeling accounts.
Yes, and for additions separately again. They differ by an order of magnitude in value and materially in decision length, and sharing a budget means the cheapest conversions win the spend - which is usually the smallest jobs. Separate campaigns let you bid each at what it is actually worth.
It is frequently the best spend of the year. People plan in the months before they want work done, competition is lower, and the contractors with full spring schedules bought those enquiries months earlier. Aligning the budget to the construction season rather than the research season means arriving after the decisions have been made.
A maintained negative list covering how-to, materials, tool and trade queries, reviewed monthly rather than built once. Remodeling generates an unusually large volume of research traffic that is never going to hire anybody, and broad match will find it enthusiastically if nothing stops it.
Written for owners weighing this up, whether or not they work with us.
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