Let's TalkLet's TalkNobody admires their insulation. Homeowners buy it because a room is cold, the upstairs is stifling or the bills keep climbing - and they compare quotes on price and R-value, while the difference between installers sits in coverage, air sealing and preparation they will never see. Insulation marketing has to make that difference visible, honestly.
Give us access to your ad accounts, Google Business Profile and a few months of quotes with their outcomes. We come back with where your installed jobs really came from, how much enquiry came from DIYers and people wanting a free assessment with no intention to buy, whether your ads' R-value and savings claims carry the disclosures the FTC requires, and what we would 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.
Once insulation is in, nobody sees it again. Two quotes for the same attic look alike: an area, an R-value and a total. What separates them - sealing the air leaks first, even coverage without gaps or compression, baffles at the eaves, removing what should not stay - is invisible on quote day and only shows up in a room that never quite warms. When your marketing does not explain any of it, the homeowner compares totals, and the installer who skips the preparation wins.
Insulation is sold on lower bills, and it is tempting to put a percentage in an ad. The FTC's R-value Rule sets specific disclosures for advertising that mentions an R-value, a price, a thickness or an energy-saving claim, including online. Many insulation ads carry none of them. Beyond the compliance risk, inflated savings promises are what make homeowners distrust the whole category.
For years, insulation was marketed alongside the federal energy efficient home improvement credit. Under the 2025 federal tax law, that credit is not allowed for property placed in service after 31 December 2025. Campaigns and pages still promising it now mislead customers, and the companies that update their message first look more trustworthy than those still repeating an incentive that has ended.
Topping up a loft with blown-in cellulose, dense-packing the walls of an older house, insulating a crawl space and spraying foam in a new build are bought differently, priced differently and done by different crews. One generic page and campaign for all of them leaves each buyer unsure whether you do what they need, and lets the cheapest, quickest jobs crowd out the more valuable ones.
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.
Homeowners cannot see air sealing, coverage or the baffles at the eaves once the job is done, so they buy on price. We turn your standards into photos and short explanations from real jobs - before-and-after attic shots, a sealed top plate, a dense-packed wall - so a homeowner comparing quotes can see what the cheaper number leaves out.
R-value, price, thickness and savings claims all trigger the FTC's disclosure requirements, online as well as in print. We write ads and pages that make the case for insulation without inflated promises, include the disclosures where they apply, and remove incentive messaging that no longer holds. Honest claims are also the ones sceptical homeowners believe.
The search that starts an insulation job is usually a complaint - a cold bedroom, a hot upstairs, a draughty house. We build pages and campaigns around those problems, explain how insulation and air sealing address them, and leave savings as a careful, qualified secondary point rather than the headline promise.
Completed jobs traced to their sources, split by job type.
R-value, price and savings wording reviewed against the FTC rule.
Air sealing, coverage and preparation made visible.
Attics, walls, crawl spaces, spray foam and removal apart.
Area, existing insulation, problem, home age and timing asked first.
Cost per assessment and per completed job, by source.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Searches about a cold room, a hot upstairs or ice building up at the eaves come from homeowners with a problem they want fixed. Pages that answer them honestly, and explain how insulation and air sealing help, reach buyers far earlier than a generic 'insulation contractor' search.
The FTC rule requires installers to give a dated, signed receipt showing the coverage area, thickness and R-value of what was installed. Showing a sample receipt on your website tells homeowners exactly what they will get in writing - something cheaper competitors may not volunteer.
The EPA advises homeowners to assume vermiculite insulation contains asbestos, leave it undisturbed and use a trained professional if it must be removed. A calm page explaining how you handle attics where it is found reassures owners of older homes and shows you know the job.
Google's current US list of Local Services Ads categories includes home insulation. Where available, they charge per lead and show a Google Verified badge for businesses that pass Google's checks, which suits a trade where homeowners worry about who they are letting into the attic.
None of our case studies is an insulation company. The nearest is a strongly seasonal home goods brand where we ran Meta alongside Google Shopping and rebuilt the offer to smooth the seasonal dips - $2.3M in revenue at 5.1x ROAS and 180% year-on-year growth. Insulation demand spikes with the first cold snap and the first heatwave, and keeping the calendar full between them is the same problem.
Read the full case studyBy showing what the price buys. Explain air sealing, even coverage, baffles and preparation with photos from real jobs, show a sample of the written receipt you provide, and make your quotes itemised. Homeowners who understand why one attic will perform and another will not are far less likely to choose on the total alone.
Carefully. The FTC's R-value Rule requires specific disclosures in advertising that includes an energy-saving claim, an R-value, a price or a thickness, including online ads and websites. Make claims you can support, include the required disclosures, and lead with the comfort problem rather than a savings percentage. Overstated savings are what make homeowners distrust insulation marketing.
Under the FTC rule, an ad that gives an R-value must disclose the type of insulation and the thickness needed to reach that R-value, along with the statement 'The higher the R-value, the greater the insulating power. Ask your seller for the fact sheet on R-values.' Price, thickness and savings claims carry disclosure requirements too, so check every ad that mentions them.
No, not for current jobs. Under the 2025 federal tax law, the energy efficient home improvement credit is not allowed for property placed in service after 31 December 2025. Remove it from ads, pages and quotes. If a utility or state programme offers a rebate in your area, describe it with its conditions and make sure customers can genuinely claim it.
Yes. They have different buyers, prices and questions. Attic top-ups are often quick decisions driven by comfort or bills; wall insulation in older homes needs more explanation; spray foam is frequently sold to builders, remodelers and owners finishing basements or bonus rooms. Separate pages and campaigns let each be judged on what it earns.
Under the FTC's R-value Rule, installers must give customers a dated and signed contract or receipt showing the coverage area, thickness and R-value of the insulation installed. For loose-fill it must also show the initial installed thickness, minimum settled thickness and number of bags. Each part of the house is listed separately, without adding the figures together.
Carefully and honestly. The EPA advises homeowners to assume vermiculite insulation contains asbestos, avoid disturbing it and use a trained professional if it must be removed. Explain how you identify it during an assessment and when a specialist asbestos contractor is needed, without alarming people or offering advice beyond your expertise.
A free assessment is a strong offer when it goes to people likely to buy. Ask a few questions first - the comfort problem, the area, existing insulation, the age of the home - and be clear about what the assessment includes. Measure assessments that turn into installs, not assessments booked, so the offer pays for itself.
Ahead of the moments homeowners feel the problem - before the first cold snap and before summer heat - as well as during them. Bills and comfort complaints spike with the weather, and the companies already talking to homeowners fill their calendars first. Keep a smaller presence in the milder months for planned work and builders.
Google's current US list of Local Services Ads categories includes home insulation, so many insulation companies can, though availability varies by area. They charge per lead rather than per click, and businesses that pass Google's checks show a Google Verified badge. Compare them with search campaigns on cost per installed job rather than lead price.
This page is the business. These are the individual pieces of it, each written for how that discipline actually behaves in this industry.
Written for owners weighing this up, whether or not they work with us.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.