Cost and price research
"Garage conversion cost", "new windows price". Early-stage, high volume. Worth bidding on with a page that gives honest price guidance and a reason to ask for a quote.
Home improvement · Google Ads
Google Ads for home improvement companies
Conservatories, garage conversions, windows, driveways, media walls: when someone searches "[service] installer near me" or "[service] cost", they are close to a decision. Google Ads puts your business in front of that search with campaigns built for a considered, high-ticket purchase.
1,050Conversions, media walls Google Ads
£15.46Cost per conversion
5.32%Conversion rate
The problem
Homeowners search for the price first, the installer second
Before anyone calls a conservatory or garage conversion firm, they've usually searched the cost, maybe the planning rules, and a couple of "installers near me". Each of those is a different intent and deserves a different ad and page. Bidding on one broad keyword and sending everyone to the homepage wastes the most expensive clicks in the account.
Home improvement accounts also leak budget on searches that will never convert: DIY guides, suppliers, job-seekers and people outside your area. Tight negative keywords and geo targeting are as important as the keywords you bid on.
Search intent
How homeowners actually search
Installer near me
"Media wall installers Blackpool", "conservatory fitters near me". Ready to hire. Local targeting, call extensions and a quick enquiry form matter most here.
Comparing options
"Conservatory vs orangery", "garage conversion vs extension". Mid-funnel. Better suited to retargeting and Meta than to expensive search clicks.
What's included
What you get
- Local Search campaigns built around service and location intent
- Performance Max and Local campaigns for wider reach
- Local Services Ads set-up where your trade and area are eligible
- Seasonal budget planning around demand cycles
- Call tracking and form tracking as one funnel
- Negative keywords to cut DIY, job-seeker and supplier traffic
Local Services Ads vs standard Google Ads
Two placements, and they work well together
Standard Google Ads
Search, Performance Max and Local campaigns. Pay per click, full control over keywords, copy and budget, ranked mainly on bid and ad quality.
Local Services Ads
A separate placement above standard ads for eligible trades and areas. Pay per valid lead with a Google Guaranteed badge, ranked more on reviews, proximity and responsiveness.
Proven in the sector
Google Ads for a media walls installer
Referral-only to predictable pipeline
A media walls installer (~£2,000 per job) had grown on referrals alone. Google Ads on high-intent searches produced 1,050 conversions on £16.2K spend: a £15.46 cost per conversion at a 5.32% conversion rate. Meta Ads alongside it took the combined account to 1,737 tracked conversions at a £16.05 blended CPA.
How it works
Understand. Plan. Launch. Scale.
No packages. We get to know the business, work out what it actually needs, build it, and grow it once the numbers stack up.
1
Get to know you
A free consultation covering your services, typical job value, areas covered and where enquiries come from today.
2
Build the plan
Campaign structure by service and intent, geo targeting, and how enquiries are qualified. Signed off before anything starts.
3
Get it live
Campaigns, landing pages and call/form tracking set up properly and launched against agreed targets.
4
Make it perform, then scale
Weekly optimisation and plain-English reporting. Once cost per enquiry is steady, we scale the spend.
★★★★★"It was a pleasure working with Edward on our project. We were new to Google Ads and he walked us through it step by step, with insight that would have taken us a while to figure out. We'll definitely be using Edward again."
★★★★★"Edward is an expert in his field and has only brought a driven attitude to provide quality results."
FAQ
Common questions
How much should a home improvement company budget for Google Ads?
Most home improvement businesses we work with start at £1,000 to £3,000 a month in ad spend, plus management, scaling with the size of the job and the area covered. Below about £500 a month there usually isn't enough data to optimise properly.
Do you offer Google Ads help for small home improvement businesses, not just larger installers?
Yes. We work with single-crew trades through to multi-team installers, and scope the account and budget to what the business can actually handle.
What is Google Local Services Ads and is my trade eligible?
Local Services Ads is a separate, pay-per-lead placement that shows above standard Search ads with a Google Guaranteed badge, available for specific trade categories and locations. We check eligibility as part of onboarding. More on the Local Services Ads page.
Can you handle seasonal demand for conservatories, driveways and outdoor work?
Yes. Demand for conservatories, windows and outdoor work is seasonal. We plan budget and messaging around it rather than fighting it.
Do you have a Google Ads expert dedicated to home improvement, or just a generalist?
One person manages the account directly, with experience in trade-specific keyword structure, seasonal budget planning and Local Services Ads. See the Google Ads consultant page for how that works.
Related
Cost per lead guide
Lead qualification guide
Google Ads consultant
Local Services Ads
Home improvement paid ads
Media wall installers
Google Ads management
Case studies
Home improvement lead generation
Meta Ads for home improvement
Kitchen and bathroom leads
Roofing lead generation
Trades lead generation
Next step
Tell us where things stand
Share your current spend and targets. You'll get a straight answer on what's realistic and how we'd get there.