Marketing for renovation and home improvement companies
Basil Studio Co builds marketing and lead generation systems for renovation, extension, and general home improvement businesses: paid ads on tight targeting, SEO and location pages, referral systems, and a CRM that actually matches how the sales process works, not a generic small-business marketing package.
Book a call
Home improvement marketing runs on trust and timing, not just clicks.
Consideration cycles that vary hugely by project. A loft conversion and a full house renovation don't get researched or decided on the same timeline.
Trust is the primary currency: homeowners are inviting a contractor into their home for weeks, so reviews and clear process explanation matter more than a clever ad line.
Seasonality and local demand shift what's worth bidding on, and when, more than in most categories.
Referrals and repeat business often run alongside paid channels, so tracking needs to capture both, not just form fills from ads.
Six disciplines, built to work together.
Google Ads management
Tight, phrase and exact match campaigns for the specific services a business offers, with negative keyword lists so spend doesn't leak to irrelevant searches.
Meta ads
Before-and-after and process content built for a category where trust and visible proof of past work drive the decision.
SEO and programmatic location pages
Ranking for each service and each area served, without a developer having to build a new page by hand every time.
Referral systems
Most home improvement businesses already get referrals informally and don't track or reward them. A simple, clearly explained incentive turns an occasional referral into a repeatable source of leads.
Lead tracking and CRM setup
A pipeline that reflects how renovation sales actually work: quotes, site visits, and a longer follow-up cycle than a single enquiry form implies.
Case study and content production
Turning finished projects into the proof that gets the next homeowner past the trust barrier.
The same system, built for a kitchen and bathroom studio.
Victoria Kitchens is a bespoke kitchen design and installation studio in Greenwich, one part of the broader home improvement category. I joined as their first and only marketing hire and built tracking, a rebuilt website with automated location pages, restructured ad campaigns, and a custom CRM from scratch. Organic search impressions reversed a nine-month decline within three months of the new SEO system going live. I've since moved on to run Basil Studio Co full-time, and Victoria Kitchens stayed on as a client.
Read the full case studyPaid search on tight targeting, phrase and exact match, not broad. It's the fastest channel to switch on and can produce enquiries within days, though lead quality usually improves over the first few weeks as you refine keywords and add negatives. SEO and referrals take longer but cost less per lead once they're running.
Google Ads if you need leads now, since it can start generating enquiries within days. SEO if you're building for the next two to three years, since it takes longer to show results but keeps producing leads without ongoing spend per click. Most renovation businesses end up needing both, just not necessarily starting at the same time.
Yes, but only if they're structured. Most home improvement businesses already get referrals informally and don't track or reward them, which makes the flow unpredictable. A simple, clearly explained incentive, a discount or a gift card for both parties, turns an occasional referral into a repeatable source of leads.
Lead source, first contact date, quote value, and outcome (won, lost, or still open) at minimum. Without that, you can't tell which channel actually produces signed jobs rather than just enquiries. Most off-the-shelf CRMs need configuring to match this; few do it out of the box.
Running a renovation or home improvement business and not sure the leads coming in are worth what they cost?
Book thirty minutes below. Tell me what's not working, and I'll tell you honestly whether I'm the right person to fix it.