For home improvement businesses
Lead Generation for Home Improvement Businesses
Basil Studio Co builds lead generation systems for home improvement businesses: paid ads, referral programs, gated lead magnets, and CRM tracking, built to produce a steady, measurable flow of qualified enquiries, not just traffic.
How it works
Six steps, in the order I actually build them.
- 01
Fix tracking before spending on ads
Install GA4 and Google Tag Manager, and set up call tracking, so every lead can be traced back to the channel that produced it. Without this, you can't tell which spend is actually working, and most home improvement businesses I've seen are running ads blind.
- 02
Run paid ads on tight targeting, not broad match
Phrase and exact match, dedicated ad groups, and a proper negative keyword list. Broad match keywords look active on a dashboard and quietly burn budget on searches that were never going to convert.
- 03
Build a referral program that's actually easy to use
Most home improvement businesses already get referrals informally and don't track or reward them. A simple, clearly explained incentive, a discount or a gift card for both parties, turns an occasional referral into a repeatable source of leads.
- 04
Use gated lead magnets for the audience that isn't ready yet
A brochure, a buyer's guide, or a cost calculator, exchanged for an email address, captures homeowners who are still researching and aren't ready to book a consultation. Follow up with them later, rather than losing them entirely.
- 05
Put every lead into a CRM that matches your actual sales process
A spreadsheet, or a generic CRM configured for someone else's process, loses leads and visibility. The CRM needs to reflect how your business actually sells, from first enquiry to signed job.
- 06
Review cost per lead and cost per job by channel, monthly
What a lead costs matters less than what a signed job costs. Review this by channel on a regular cadence and reallocate spend toward whatever is actually producing work, not just enquiries.
Real work, not a hypothetical
I built this system from zero at Victoria Kitchens.
There was no tracking, no paid campaigns, and no CRM in place when I joined as their first marketing hire. I built the tracking, restructured Google and Meta ad campaigns around tight targeting, and built a custom lead CRM in Electron and React because nothing off-the-shelf matched how the business actually sold.
Read the full case study →FAQ
Frequently asked questions
Paid 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.
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.
Not sure a specialist is the right fit versus an agency or an in-house hire? Read more about how I work.
Let's talk
Getting traffic but not enough qualified leads?
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.