Google Search for ready buyers
Quote and installer searches in your area, with negative keywords for DIY and trade-only traffic.
Marketing specialist for home improvement
A marketing specialist for home improvement companies
Conservatories, garage conversions, media walls, windows, kitchens. High-ticket jobs, long decisions, plenty of price shoppers. I build the ads, pages and tracking that bring in quotable enquiries.
- 1,886 conversions at £29.07 for a conservatory and garage conversion firm
- 1,737 conversions at £16.05 for a media wall installer
- Quotable leads, not form fills
40+Campaigns launched
5,000+Leads generated
£1m+Ad spend managed
Edward Eaton runs every account personallyShort answer
Marketing for a home improvement company works when Google captures people already searching for a quote and Meta shows finished work to homeowners who have not started yet. Because the jobs are high ticket, the aim is not the cheapest lead but the cheapest lead you can quote. On real accounts, a conservatory and garage conversion business reached 1,886 conversions at a £29.07 blended cost, and a media wall installer reached 1,737 at £16.05.
How the buying decision works
The ads follow the buying behaviour, so it is worth being precise about it.
| What it looks like | What it means for ads | |
|---|---|---|
| Research length | Weeks to months. Several quotes are compared. | Retargeting matters. Be the firm they keep seeing. |
| Trigger | A new home, a failing old unit, a weekend of scrolling Pinterest | Meta for the dreamers, Google for the ready |
| Main worry | Trust and price | Proof, finance information and free survey offers near the call to action |
| Lead quality risk | Price shoppers and wrong postcodes | Form questions and area checks before the call |
What I would run
Meta for finished work
Photo and video of real installs, a free survey or design consultation, and retargeting.
Pages that quote
A landing page per service with proof, finance information and a short form.
Qualifying filters
Postcode, budget and timeframe questions that cut wasted visits.
Real accounts behind the advice
Figures come straight from the ad platforms. Client names are withheld on request.
1,737
tracked conversions at £16.05 each
From referral-only to a predictable pipeline.
388
conversions at £25.64 over 15 months
Condition and service campaigns, managed hands-on.
4.69x
return on ad spend, 40 purchases
A workshop that sold out ahead of schedule.
The first 90 days
1
Week 1: the numbers and the tracking
Where leads come from today, what a customer is worth, what you can afford per enquiry. Call and form tracking goes in before any money is spent.
2
Weeks 2 to 4: the first campaigns
Google Search for people already looking, Meta for people who have not started looking yet, each pointing at a page built for that audience.
3
Weeks 4 to 8: cut waste, find winners
Search terms, audiences and ads that burn budget are removed. What is working gets more of it.
4
Weeks 8 to 12: scale what pays back
Enquiries are matched to real customers, so budget moves to what produces revenue and not just form fills.
What clients say
Five stars, from the people it was done for.
★★★★★"Eddy was the man. He answered all my questions and was very knowledgeable."
★★★★★"Excellent service. Would recommend, and will be using again."
★★★★★"Gave good tips and tricks on how to improve my Google Ads."
Common questions
How much does marketing for a home improvement company cost?
Ad spend is paid directly to the platforms, from about £500 a month, with £1,000 or more recommended. Management is quoted after a free consultation with a three month minimum.
What is a good cost per lead for home improvement?
It depends on the job. On real accounts, blended costs ranged from about £16 for media walls to about £29 for conservatories and garage conversions. The better question is cost per quote and per sale.
Do you work with tradies as well?
Yes, with a separate approach for urgent and planned work. See the page for tradies.
Google or Meta first?
If people already search for what you install in your area, Google first. If the product is visual and demand needs creating, Meta earlier. Most home improvement firms end up running both.
Do you offer exclusive leads?
Yes. Leads come from your own ads and your own pages, so they are yours alone and not sold on to competitors.
Want a marketing specialist for your home improvement firm?
Send a few details about your business and current spend. You will get an honest view of what is realistic and what we would do first, usually within one working day.
Before you send
We're a fit if you're already generating business, can handle more leads, and have a monthly ad budget of £500+ (£1,000+ recommended). We ask for a 3-month minimum so the work has time to compound.