Google Ads for Home Improvement Companies: A No-Nonsense Guide to Getting Leads That Actually Book
A practical guide to Google Ads for kitchen, bathroom, and home improvement companies: campaign structure, keyword strategy, landing pages, and tracking that actually drives booked consultations.
Written by Cristian Petrila, founder of Basil Studio Co
If you run a kitchen, bathroom, or home improvement company, you have probably already tried Google Ads. You have also probably felt the specific frustration of watching your budget disappear on clicks that never turn into a phone call, let alone a booked consultation.
This is not because Google Ads does not work for home improvement. It is because home improvement PPC is a different game to most other industries, and most campaigns are built like they are selling something cheap and impulsive instead of something worth £15,000 to £80,000 and three months of consideration.
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Frequently asked questions
It varies significantly by location, competition, and service. Home improvement keywords tend to have higher cost-per-click than most industries because a single project is worth so much. The right question is not "what's the cheapest CPC" but "what's my cost per booked consultation, and does that make sense against my average project value."
They serve different stages of the same journey. Google Ads reaches people ready to enquire now. SEO builds visibility for people who are still researching and will be ready to enquire in a few months. The strongest setups use both rather than picking one.
This is almost always a landing page or tracking problem, not an ad problem. Check whether your landing page matches what your ad promised, whether your form is too long, and whether you are tracking phone calls as well as form fills.
Separate campaigns per service line (kitchens, bathrooms, extensions, etc.) consistently outperform one combined campaign, because it lets your ad copy, keywords, and landing page all match the specific search intent.
Expect a learning phase in the first two to four weeks where cost per lead is higher than it will be long term. This is Google's algorithm gathering data on which searchers are most likely to convert. Meaningful optimisation usually starts after that initial data has been collected.
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