Google Ads for Renovation Companies
Quote requests from homeowners with real budgets and real projects. We manage every part of your ad account so your spend produces booked consultations instead of price shoppers and out-of-area clicks.
Certified Google Partner
Why Google Ads Is the Fastest Way to Fill a Renovation Pipeline
SEO builds an asset over months. Google Ads fills next month's schedule. When a crew finishes early, when a project falls through, or when you are heading into a slow season, paid search is the only channel you can turn on and see quote requests within days.
Renovation searches also carry unusually clear intent. Someone typing "basement finishing contractor near me" or "kitchen renovation quote [city]" is not browsing. They are looking for someone to call. Google Ads puts you at the top of that result before any organic listing, before any competitor who has been ranking for years.
The economics work because of project value. If a kitchen remodel nets you $18,000 in margin and it took $900 in ad spend to generate the lead that closed it, that is a return no directory subscription or referral channel can match on a predictable basis.
The problem is that most contractor ad accounts are not managed to produce that outcome. They are set up once, left to run, and quietly bleed budget into clicks that were never going to become projects. That is the gap we close.
Where Contractor Ad Budgets Actually Go Wrong
These are the issues we find in nearly every renovation ad account we audit. Each one is money leaving the account without producing a project.
Paying for Out-of-Area Clicks
Google's default location settings target people "interested in" your area, not just people in it. That means you pay for clicks from homeowners two provinces away researching renovation costs. Tightening this alone often recovers a meaningful share of the budget.
No Negative Keyword List
Without one, your ads show for "DIY basement finishing," "renovation jobs hiring," "free renovation grants," and "renovation apprenticeship." None of those people will ever hire you, and every one of those clicks is billed.
Attracting Price Shoppers
Broad ad copy that says nothing about scope or positioning attracts everyone, including homeowners looking for the cheapest possible bid. If your business is built on quality work at a fair margin, your ads need to filter for that before the click, not after the site visit.
Ads Pointing at the Homepage
Someone searches "bathroom renovation contractor" and lands on a homepage showing decks, roofing, and a company history. They have to hunt for anything relevant. Most leave. Every campaign needs a landing page that matches what was searched.
No Conversion Tracking
Running ads without tracking form submissions and phone calls means Google's algorithm has no signal to optimize toward, and you have no idea which campaigns produced projects. You are flying blind and so is the platform.
Everything in One Campaign
Kitchens, bathrooms, basements, and additions crammed into a single campaign with shared budget and generic ads. You cannot control spend by project type, write relevant copy, or bid more for the work that is actually worth more.
Set-and-Forget Management
Campaigns launched and never touched. No search term reviews, no bid adjustments, no ad testing, no seasonal shifts. Ad accounts degrade over time as competitors adjust and Google changes match behaviour. Unmanaged accounts get more expensive every quarter.
Ignoring Seasonality
Running the same budget in February as in June. Exterior work searches spike in spring, interior work in the colder months. Flat budgets mean you underspend during your best window and overspend when demand is not there.
Campaign Structure Built Around Project Intent
We rebuild your account around the projects you want, the areas you serve, and the homeowners worth paying to reach.
Campaigns by Project Type
Kitchens, bathrooms, basements, additions, and exterior work each get their own campaign. That gives you independent budget control, ad copy that speaks directly to what was searched, and the ability to bid more aggressively on the project types that carry your best margins.
Hiring-Intent Keywords Only
We target searches that signal someone is ready to hire: "contractor near me," "renovation quote," "licensed remodeler [city]," "who does basement finishing." We exclude research-phase and inspiration searches that generate clicks but almost never generate quote requests.
Precise Geographic Targeting
Set to "presence" rather than Google's default, and drawn around your actual profitable service radius, not an arbitrary distance. If a job forty minutes out only makes sense at a certain project size, we adjust bids by area accordingly.
Ad Copy That Pre-Qualifies
Headlines naming the specific project type and area. Copy that signals your scope, licensing, warranty, and positioning. If you do not want $3,000 jobs, the ad should communicate that before someone clicks, which reduces spend and improves the quality of everyone who does click through.
Seasonal Budget Shifting
Budgets move ahead of demand curves. Exterior campaigns scale up before spring searches peak. Interior work takes priority through the colder months. If your crews are already booked solid, we pull back rather than generating leads you will have to turn away.
Comprehensive Negative Keywords
A continuously maintained list blocking DIY searches, job seekers, students, grant hunters, supply retailers, and competitor brand terms. This is the single fastest way to cut waste in a contractor account, and it is maintained weekly rather than set once.
Spending on Ads Without Knowing What You Are Getting?
Book a strategy call and we will review your account, show you exactly where budget is leaking, and outline what your spend could be producing instead.
Get Your Ads Reviewed →
Landing Pages That Turn Clicks Into Quote Requests
The ad earns the click. The landing page earns the quote request. Sending paid traffic to a generic homepage is the most common and most expensive mistake in contractor advertising.
We build dedicated landing pages for each campaign. Someone who clicked an ad for basement finishing lands on a page about basement finishing: real project photos from jobs you have completed, a clear explanation of your process, licensing and insurance details, the areas you serve, and a quote request form that is visible without scrolling.
For renovation specifically, three elements move conversion more than anything else. Before-and-after photography, because homeowners buy the outcome. Trust signals like licensing, warranty terms, and reviews, because they are letting strangers into their home. And a low-friction next step, because a form asking for twelve fields will lose people that a short form and a click-to-call button would have captured.
Landing page quality also drives your Google Ads Quality Score, which directly affects what you pay per click and where your ad appears. Better pages cost you less per lead. This is where web design and paid search stop being separate services.
Tracking, Lead Quality, and Reporting
Most contractors know what they spent. Very few know what it produced. We build the measurement that closes that gap.
Full Conversion Tracking
Quote request forms, phone calls, click-to-call taps, and any online estimator submissions. Every conversion is attributed back to the campaign, ad group, and specific search term that produced it, so you know which project types and areas your budget is actually working in.
Call Tracking
Most renovation leads pick up the phone rather than filling out a form. We implement dynamic number insertion so every call from an ad is measured, timed, and attributed. Calls under thirty seconds get filtered out so wrong numbers do not inflate your numbers.
Lead Quality Review
Volume is easy. Quality is the whole point. We review conversion data regularly to separate real quote requests from spam, out-of-scope jobs, and out-of-area inquiries. That feedback loop drives keyword, geographic, and ad copy adjustments every month.
Cost Per Lead by Project Type
We report cost per qualified lead broken out by campaign, so you can see that basement leads cost $140 while addition leads cost $310, and decide where budget should go based on your margins rather than a gut feeling.
Closing the Loop on Revenue
Where you can share which leads became signed contracts, we tie ad spend to actual project revenue. That turns cost per lead into cost per acquired project, which is the number that tells you whether the channel is genuinely working.
Monthly Reporting
Clear reports showing spend, clicks, conversions, cost per lead, and search term breakdowns. No dashboards designed to look impressive. Just the numbers you need to decide whether to scale, hold, or reallocate. See what we report on.
Getting More Projects From the Same Budget
The goal of active management is not to spend more. It is to make a larger share of what you already spend end up in front of homeowners who will actually hire you.
Where the waste hides. Search term reports show the exact queries triggering your ads, and in contractor accounts they are consistently revealing: DIY tutorials, job listings, government grant programs, supply store searches, and homeowners in cities you do not serve. Geographic reports show where clicks come from versus where your leads convert. Device and time-of-day data show when you are paying premium rates for traffic that never converts. We review all of this weekly, not quarterly.
Where the gains come from. Budget shifts toward the campaigns and project types with the lowest cost per qualified lead. Underperforming ads get paused and replaced. Landing pages get tested and improved, which lowers cost per click through better Quality Scores. Bid adjustments by location, device, and hour concentrate spend where conversions actually happen.
Why it compounds. Every month of conversion data makes the account smarter. Negative keyword lists grow. Quality Scores rise. Targeting tightens. Contractors who commit to ongoing management consistently see cost per lead decline over time while lead volume holds or grows, which is the opposite of what happens in an account nobody touches.
Our Google Ads Process for Renovation Companies
From audit to ongoing optimization, with no guesswork at any stage.
Audit or Account Build
If you have an existing account, we audit structure, keywords, ad copy, landing pages, geographic settings, conversion tracking, and budget allocation, and document exactly where money is being wasted. If you are starting fresh, we build from scratch around your project mix and service area.
Keyword and Market Research
We identify hiring-intent keywords for each project type and area you serve, check what your competitors are bidding on, and build comprehensive negative keyword lists before a single dollar is spent.
Campaign Build
Project-level campaigns with tightly themed ad groups. Multiple ad variations for testing. All extensions configured: sitelinks, call extensions, location extensions, and callouts for licensing, warranty, and free estimates. Conversion tracking verified before launch.
Landing Page Build
A dedicated page for each campaign with project photography, trust signals, service area confirmation, and a short quote request form. Tested on mobile before launch, since that is where most of your traffic will arrive.
Launch and Early Optimization
We monitor search terms daily through the first weeks, adding negatives, adjusting bids, and refining geographic targeting based on where real quote requests are coming from.
Ongoing Management and Reporting
Weekly search term reviews and bid adjustments. Monthly ad testing and landing page refinement. Seasonal budget shifts. Monthly reporting with cost per lead, lead quality notes, and clear recommendations on where to go next.
Why Renovation Companies Trust Us With Their Ad Spend
Certified Google Partner
We are a certified Google Partner, meeting Google's standards for spend management, campaign performance, and platform certification.
Built for Contractors
We understand service radius economics, seasonal demand, and why a contractor would rather have twelve qualified quote requests than forty inquiries from people shopping for the lowest bid.
Optimized for Projects, Not Clicks
We do not report on impressions or click-through rate as if they were results. Every decision is measured against qualified quote requests and cost per acquired project.
Bilingual Campaigns
Based in Montreal, fully bilingual. We build and manage separate English and French campaigns for contractors serving bilingual markets, each with its own keywords and landing pages.
More Renovation Marketing Services
Google Ads performs best alongside the right supporting services.
Google Ads for Renovation Companies: Frequently Asked Questions
How much should a renovation company spend on Google Ads?
It depends on your market and how many projects you need. Renovation keywords in competitive metros commonly run $10 to $40 per click, so a budget generating fewer than roughly 100 clicks a month rarely produces enough data to optimize properly. During the strategy call we look at real keyword costs in your area and work backward from how many projects you want. If your budget is not realistic for your market, we will say so rather than take it anyway.
How fast will we start getting quote requests?
Most contractors see quote requests within the first one to two weeks of launch. The first month is largely about gathering conversion data. Performance typically improves noticeably in months two and three as we tighten targeting, expand negatives, and refine ad copy based on which searches actually converted.
Can Google Ads bring us bigger projects instead of small jobs?
Yes, and it is largely a targeting and messaging problem. We shift keyword targeting toward full-scope project searches, write ad copy that signals your positioning and scope, and build landing pages that present your larger completed work. You can also set expectations directly in the ad, which filters out low-budget clicks before you pay for them.
How is this different from buying leads from directory sites?
Directory leads are sold to several contractors at once, so you are competing on price from the first conversation. Google Ads leads come directly to you, exclusively. You also control the targeting, the messaging, and the landing experience, none of which you control on a lead marketplace.
Do you manage existing accounts or only build new ones?
Both. If you have an account running, we start with a full audit and restructure what needs fixing, which often means we can improve results without increasing spend. If you are starting from zero, we build the whole account around your project mix and service area.
How do you stop us paying for clicks outside our service area?
Three things. We set location targeting to "presence" rather than Google's default, which includes people merely interested in your area. We draw the target zone around your actual profitable radius. And we review geographic performance reports monthly to exclude areas producing clicks but no quote requests.
Do you build the landing pages, or do we need to provide them?
We build them. Sending ad traffic to a homepage wastes a large share of your budget. Each campaign gets a page matching the search intent, with project photography, trust signals, and a short quote form. This is where Google Ads and web design work as one service.
Should we run ads if we are already doing SEO?
Usually yes, at least while SEO builds. SEO takes months to produce meaningful organic traffic. Ads cover that gap immediately. As your organic rankings improve, you can reduce ad spend on the terms you now rank for and redirect budget to project types or areas where you still need visibility.
How do you handle our slow season?
We plan budget around your demand curve rather than running flat spend year-round. Exterior campaigns scale ahead of spring. Interior work takes priority in colder months. If your crews are fully booked, we recommend pulling back rather than paying for leads you would have to decline.
Can you run ads in French as well as English?
Yes. We build separate campaigns per language with their own keyword sets, ad copy, and landing pages. Machine-translated ads perform poorly, so each language version is written natively.
What does Google Ads management cost?
Our management fee is separate from your ad spend and depends on the number of campaigns, service areas, and overall account complexity. Book a strategy call and we will give you a clear proposal with the fee and recommended budget laid out separately.
Ready to Turn Ad Spend Into Booked Projects?
Book a strategy call. We will review your current campaigns or plan new ones, show you where budget is being wasted, and lay out a clear path to more qualified quote requests.
Speak With a Google Ads Strategist →Or send us a message
