For renovation and home improvement businesses
Marketing for Renovation and Home Improvement Businesses
Basil Studio Co builds marketing systems for renovation and home improvement businesses: Google Ads, Meta ads, SEO, CRM, and lead tracking, built around long consideration cycles and high order values, not a generic small business marketing template.
What makes this different
Renovation marketing runs on trust, 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.
What I actually do
Five 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.
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.
Real work, not a hypothetical
The same systems, built end to end for Victoria Kitchens.
Victoria Kitchens is a kitchen design and installation studio in Greenwich, not a general renovation business, but the underlying systems are the same ones any home improvement company needs: tracking built from scratch, a rebuilt website with automated location pages, restructured Google and Meta ad campaigns, and a custom CRM. Organic search impressions reversed a nine-month decline within three months of the new SEO system going live.
Read the full case study →FAQ
Frequently asked questions
A mix, not a single channel: Google Ads for people actively searching for a renovation company right now, SEO and location pages for compounding organic visibility over time, and a CRM that tracks which leads actually convert into signed jobs. Relying on one channel alone usually means feast-or-famine lead flow.
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.
Start with tracking: know which channel a lead came from and whether it turned into a signed job, not just a form submission. Then tighten targeting on whichever paid channels you're running, since broad match keywords are the most common cause of unqualified leads. A structured referral program and a strong portfolio of finished work do the rest.
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
Running a renovation or home improvement business and not sure which channel is actually working?
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.