The questions to ask before hiring a home improvement marketing agency, the red flags worth walking away from, and the crucial difference between a marketing agency and a lead marketplace.
Written by Cristian Petrila, founder of Basil Studio Co
Ask three questions before signing anything: do they separate ad spend from their management fee in writing, do they track cost per signed job rather than just cost per lead, and are you talking to the person who will actually run your account. Most home improvement marketing disappointments trace back to one of these three going unasked.
Marketing Agency vs Lead Marketplace: Know Which One You're Buying
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FAQ
Frequently asked questions
A lead marketplace sells the same enquiry to you and several competitors at once, at a price that rarely falls. A marketing agency or consultant builds a system that produces leads exclusively yours, where cost per lead tends to fall over time as the system matures.
Whether ad spend is separated from the management fee in writing, whether they track cost per signed job rather than just cost per lead, and whether you'll talk directly to the person running your account rather than an account manager relaying messages.
A guaranteed number of leads (nobody can honestly promise this), long lock-in contracts with no early exit, and reluctance to share raw ad account data. All three are worth walking away from.
It depends on scope and budget. A freelance consultant typically gives more direct access and a flatter cost structure; an agency offers broader channel coverage at higher overhead; an in-house hire suits a business with enough consistent volume to justify a dedicated role.
It's worth caution, particularly with no cap. It creates a quiet incentive to recommend higher spend regardless of whether the results justify it. A flat or clearly scoped fee avoids that conflict of interest.
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