Industries / Home improvement
Online marketing for home improvement.
Remodeling, roofing, windows, and outdoor living, measured in set appointments and sat appointments.
Online marketing for a home improvement or remodeling company is the work of reaching homeowners during a considered, expensive decision and getting them to agree to an in home consultation. It is a different job from emergency home services: the search happens weeks before the purchase, several companies get quotes, financing is usually part of the conversation, and the sale happens at the kitchen table. That means paid search on project terms, paid social with project photography and video that creates demand, local visibility and reviews that make you the safe choice, project galleries and financing pages that answer the cost question, and tracking that reports cost per set appointment, sit rate, and cost per sold job instead of cost per click. CurrentAds runs the entire program, and you own every account.
The discovery path
How customers actually find you in this industry
01
The project starts as an idea, not a search
Homeowners look at kitchens, roofs, and decks for weeks before they type anything commercial. That window is where social and visual content create the shortlist you later show up on.
02
Then a specific, expensive search
Kitchen remodel cost, roof replacement near me, window replacement financing. These clicks are costly and the searcher is genuinely in market, which makes match type discipline and landing page relevance worth real money.
03
Three quotes, always
Homeowners are told to get three quotes and they do. Being first to respond and first to book the in home visit shapes the comparison, because the first company sets the specification everyone else is judged against.
04
Reviews, photos, and licensing are checked
This is a large sum of money and a stranger in the house. Recent reviews, a real project gallery from your market, and visible license and insurance information do more persuading than any headline.
05
The decision takes weeks and often involves financing
Two decision makers, a budget conversation, and a financing question. Nurture between the quote and the decision is where a lot of otherwise lost jobs are recovered.
Priority order
The pillars that matter most here
We run the same ten services for every client. What changes by industry is the order they are built in and where the budget goes. For home improvement, this is the sequence we argue for.
01
Paid Media
Search on project and cost terms with tight match control, paid social that creates demand with project imagery, and retargeting that stays on for the full length of a six to twelve week decision.
02
Creative Studio
Real project photography and video from your market. In this category the portfolio is the product, and stock imagery is immediately obvious to a homeowner comparing three companies.
03
CRO and Landing Pages
Project landing pages with cost context, financing options, galleries, and a booking path that asks for a consultation rather than an unexplained free quote. Form design has a large effect at this ticket size.
04
Local and Maps
Profile, service areas, project photos, and map pack ranking for your service and city. Local Services Ads apply in some home improvement categories and are worth testing where they do.
05
Analytics and Tracking
Call tracking, lead source reporting, and a CRM connection so you can see cost per set appointment, sit rate, and cost per sold job rather than a lead count.
06
Reputation
Reviews after every completed project, and responses to all of them. For a job that costs as much as a car, review quality is the single largest trust input.
07
Email and SMS
Follow up between the quote and the decision, seasonal promotions, and reactivation of quotes that went quiet. A large share of unsold quotes buy from someone within a year.
See all ten services and how they compound, or what it costs.
What we report
The metrics that actually matter
Live in your portal, not a monthly PDF. These are the numbers we commit to reporting for home improvement, whether they moved in the right direction or not.
- Cost per set appointment, the first meaningful conversion in this industry
- Sit rate, the share of set appointments that actually happen
- Cost per sat appointment, which is the number most sales teams care about
- Close rate on sat appointments and cost per sold job
- Average job value and margin by product line, since roofs and kitchens are not comparable
- Speed to first contact after an inquiry, measured in minutes
- Quote to decision cycle length and recovery rate on aged quotes
- Cancellation rate between sale and installation
Where it goes wrong
Three ways this gets broken
01
Optimising to raw lead volume
Cheap leads look great until the sales team reports that half never confirmed the appointment. Cost per lead falls, cost per sold job rises, and the campaign that looks best on the dashboard is the one wasting the most sales capacity.
02
Retargeting that ends after seven days
A decision cycle of two months paired with a one week retargeting window means you disappear exactly when the homeowner is comparing quotes. This is a settings problem that costs real jobs.
03
Hiding price entirely
Homeowners searching cost terms are told to call for a free estimate. Most will not. Giving honest ranges and financing context on the page filters out the unqualified and converts the serious ones.
Compliance and practical notes
What we work around in home improvement
Contractor licensing in advertising
Many states require a contractor license number to appear in advertising, and requirements differ by state and trade. We include the license and insurance details you provide on ads and landing pages, and your company remains responsible for confirming what applies.
Financing offers carry disclosure requirements
If an advertisement states specific credit terms such as a monthly payment amount, an interest rate, or a repayment period, federal consumer credit advertising rules require additional disclosures to appear as well. We either keep financing messaging general or run the specific terms and required disclosures your lender provides.
Claims, warranties, and promotions
Warranty terms, limited time promotions, and price claims must be accurate and honored as advertised. Promotions that run continuously while being described as limited create a real exposure, so we date them properly.
Text messaging consent
Appointment confirmation and marketing texts have different consent requirements. We build prior express written consent, sender identification, and opt out handling into the lead forms.
General information, not legal advice. Rules change and vary by state. Your business stays responsible for the legality of its own offers, claims, and disclosures, and nothing goes live without your approval.
FAQ
Home improvement questions
How is this different from home services marketing?
Urgency and ticket size. Home services is an emergency purchase decided in minutes and won on speed to answer. Home improvement is a considered purchase decided over weeks, sold in the home, and won on trust, portfolio, and follow up. The channel mix, the measurement, and the creative are all different.
What should we actually measure?
Cost per set appointment first, then sit rate, then cost per sold job. Lead count alone has bankrupted more home improvement marketing budgets than any other metric in this industry.
Do we need to talk about price on the website?
Ranges and financing context, yes. You do not need to publish a fixed price for a custom job, but a page that refuses to say anything about cost loses the homeowner who searched a cost term, and that is one of the highest intent audiences you have.
Is paid social worth it for high ticket projects?
Yes, when the creative is real project work from your market and the follow up is built for a long cycle. Social creates demand that search later captures, so we judge it on assisted set appointments rather than last click.
How fast do we need to respond to a lead?
Minutes, not hours. Homeowners contacting three companies usually book the consultation with whoever responds first and can describe the process clearly. We measure speed to first contact and report it, because it is often the largest single lever available.
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Real estate
Agents, teams, and brokerages. Neighborhood and seller content, Fair Housing compliant campaigns, and nurture that survives a long cycle.
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Accountants, advisors, agencies, consultants, and MSPs. Expertise content, AI citations, local trust signals, and tracking to signed engagements.
Or see every industry we work with.
Get the plan for your market
Thirty minutes, a senior operator, and a written plan you keep either way. Month to month, and you own every account we touch.