Home Renovation PPC
A US builder that remodels homes and builds custom ones had no social media to lean on, so search had to bring the leads. I rebuilt their Google Ads around the searches that mean a real project, kept the wrong ones out and fixed the tracking. In March 2024 the account recorded 128 conversions.
128 conversions in one month.
The client remodels homes, builds custom homes and runs construction management and interior design projects in the US. These are big, slow decisions, and the company had no social media following to warm buyers up.
So search had to do the work: reach people while they were looking for a builder. The challenge was to find the right audience, make the message clear and bring in a high number of conversions without the budget leaking.
I worked inside their Google Ads account. The client’s name, website and project locations are left out here, and brand details are blurred in the screenshots.
Search had to carry it
With no social media footprint there was no audience to borrow. The leads had to come from people already searching for a builder, and every click had to be worth paying for.
Who is actually buying
Someone planning a remodel and someone planning a custom home search in different words. Each service got its own campaigns and ad groups, so each search meets an ad about that job.
One message per search
A person typing “home remodeling contractors” should see remodeling, not a list of everything the company does. Tight ad groups keep the search and the ad saying the same thing.
Conversions, not clicks
Budget goes to searches that turn into enquiries. Bargain searches such as “under 200k” and “senior pricing” were blocked as exact-match negatives.
Structure, intent, then trim
The account was rebuilt in layers: a clean structure, keywords with buying intent, negatives to stop the leaks, and tracking that counts the right thing.
Long-tail keywords that convert
In the keyword report, “best remodeling contractors near me” had a 28.97% click-through rate and a 17.14% conversion rate, for 30 conversions. “Home remodeling contractors” brought 25 at 13.23%.
Search first, remarketing behind
Search campaigns catch the intent. Display and Video remarketing stay in front of people who visited and didn’t get in touch yet, and each campaign is split by device.
Tracking before targets
Conversion tracking was checked and fixed first, so the account counts conversions properly. The core search ad groups then bid toward a target cost per conversion.
March 2024 closed at 128 conversions, $83.25 each, on $10.65K of spend.
Next would be moving budget off terms that get clicks but few enquiries, such as “whole home remodeling” (1.24% conversion rate) and “custom built homes near me” (none in the report); giving more to the two search campaigns marked “Limited by budget” while cost per conversion holds; and feeding signed jobs back into Google Ads so bidding aims at projects, not just enquiries.
Tell me what you sell.
Send the service, the area you cover and what a good lead is worth to you. I will come back with how I would set up the account.