Google Search: they are comparing now
“Kitchen fitters near me”, “bathroom installation cost”. Highest intent and the fastest way to get a quotable enquiry.
Home improvement · Lead generation
Lead generation for home improvement companies
A steady flow of enquiries you can actually quote. Google catches people searching for your service, Meta reaches homeowners before they start, and the page and form in between filter the rest.
1,737Tracked conversions, media walls
£16.05Blended cost per enquiry
£27.9KAd spend, Google plus Meta
Short answer
Home improvement lead generation works best as four parts: search ads for people ready to buy, social ads for people who will be soon, a landing page matched to each service, and a form that asks enough to qualify the enquiry. On a media wall installer's account that system produced 1,737 tracked conversions at a blended £16.05 each across Google and Meta.
Where enquiries come from
Three sources, three jobs
Meta: they have not started yet
Finished-job photos, video and a free consultation offer put you in front of homeowners who will search later.
Your profile and your page
Google Business Profile, reviews and a landing page for each service decide whether a click becomes a call.
The system
Six parts, and what each one has to do
| Part | Its job | What to check |
|---|---|---|
| Search ads | Catch people searching for your service and area | Search terms report, negatives for DIY and jobs |
| Social ads | Reach homeowners earlier, build demand | Creative quality, cost per lead trend |
| Landing pages | Match each ad to its service | One page per service, proof above the fold |
| Lead form | Qualify before you quote | Postcode, budget range, timeframe |
| Follow-up | Turn an enquiry into a visit | Time to first call, missed calls |
| Tracking | Tie spend to jobs | Calls and forms counted, jobs marked |
Common leaks
What wastes budget and what stops it
Most home improvement accounts leak in the same five places.
What wastes budget
- Sending every service to the homepage
- Counting every form fill as a good lead
- Targeting the whole country when your van covers 25 miles
- Letting DIY and “how to” searches through
- Calling back the next day
What works
- One landing page per service and area
- A form asking property type, postcode, budget and timeframe
- Radius targeting matched to where you work
- Negative keywords for DIY, jobs, training and free
- A call within minutes, then a text if there is no answer
Specialist pages
Go deeper on your trade
Each page covers the searches, the form and the tracking for that kind of job.
Kitchens and bathrooms
Design-led, high-value jobs. Qualify budget before the quote.
Windows, doors and conservatories
Comparison buyers. Proof and speed decide who gets the survey.
Roofing
Urgent repairs and planned re-roofs, advertised differently.
Media walls
The niche with the published results.
Trades
Plumbers, electricians, heating and builders.
Google Local Services Ads
Pay per lead, with a Google badge, where eligible.
The first 90 days
How a home improvement account is built
Measure cost per quote and cost per job, not just cost per lead.
1
Before spend: tracking and offer
Calls and forms counted, a clear definition of a good lead, and an offer such as a free survey or design visit.
2
Launch: one service, one area
Start with the job that pays best, so the first data is clean.
3
Weeks 3 to 8: cut waste
Search terms, negatives, page tests and form changes, with follow-up speed checked.
4
Month 3 onwards: scale what is proven
Add services and areas once a cost per booked job is known.
Evidence
Real numbers from a home improvement account
Media walls: 1,737 conversions
Google plus Meta for a media wall installer: 1,737 tracked conversions at £16.05 blended, cost holding steady as spend scaled.
What a good cost per lead looks like
Real Google and Meta lead costs from the media walls account, and the sum that tells you what you can afford.
Qualify leads before the quote
Six filters that stop time-wasters: ad wording, form questions, area checks and tracking.
FAQ
Common questions
What is home improvement lead generation?
It is the system that brings in qualified enquiries for home improvement firms: search and social ads, landing pages for each service, a qualifying form, call and form tracking and fast follow-up.
How much does a home improvement lead cost?
It depends on trade, area and competition. On the media wall account, Google averaged £15.46 and Meta £17.01 per lead, £16.05 blended. See the cost per lead guide for how to work out what you can afford.
Google Ads or Facebook ads for home improvement leads?
Google catches people searching now, Meta reaches people earlier in the decision. Most firms start with Google and add Meta once cost per lead is understood, as in the media wall account where both ran together.
How do I get more leads for my home improvement business?
Fix the leaks first: a page per service, a form that qualifies, fast follow-up and tracking. Then add search and social ads to bring in more volume.
Should I buy leads from a lead-selling website instead?
Shared leads are often sold to several firms at once. Compare the true cost per job from each source, including the time to chase enquiries that several others are also chasing.
How many leads will I get?
It depends on budget, area, trade and competition. A forecast comes after the first few weeks of tracked data, not before, and no honest agency can promise a number up front.
Next step
Want leads you can quote?
Tell me your trade, your area and what a job is worth. You'll get a straight read on what is realistic.