Paid Ads for Home Improvement Companies: What Works
High-ticket, long-consideration work needs a different approach to ads. Here is what works for installers, with real costs.
The short answer. Paid ads for home improvement companies work best when Google Search captures people already looking for a quote and Meta shows finished jobs to homeowners earlier, with a free survey or consultation as the offer and form questions that filter out wrong areas and budgets. Real accounts reached £16.05 blended across 1,737 conversions for media walls and £29.07 across 1,886 for conservatories and garage conversions.
How the buyer behaves
Home improvement is a considered purchase: weeks of research, several quotes, strong worry about trust and price. The ads have to keep the firm in view and make the next step easy.
The campaigns that work
| Campaign | Aim | Offer |
|---|---|---|
| Google Search | Capture installer and quote searches | Free quote or survey |
| Meta leads | Show finished work to local homeowners | Free design consultation |
| Retargeting | Bring back visitors and video viewers | Finance information, survey |
What it costs, from real accounts
| Account | Conversions | Spend | Blended cost |
|---|---|---|---|
| Media wall installer | 1,737 | £27.9K | £16.05 |
| Conservatory and garage conversions | 1,886 | £54.8K | £29.07 |
Higher-ticket work costs more per lead. The question is cost per quote and cost per sale.
Qualifying before the quote
Ask for postcode, rough budget and timeframe, and check area before booking a visit. See six filters that stop time-wasters.
Mistakes to avoid
- Chasing the cheapest lead at the cost of quality.
- Stock imagery instead of finished jobs.
- No tracking on phone calls.
- Ignoring finance information near the call to action.
Common questions
What is a good cost per lead for home improvement?
From about £16 to about £29 on real accounts, depending on the job. See the cost per lead guide.
Which platform is better for home improvement?
Both do different jobs. Most firms end up running Google and Meta together.
Do you sell exclusive leads?
Leads come from your own ads and pages, so they are yours alone.
How much should I spend?
About £500 a month is a practical floor, with £1,000 or more recommended.
