Pay-Per-Click Advertising 101 for Remodeling Contractors

Growing your remodeling business means finding new clients. One of the most effective ways to do that is with pay-per-click (PPC) advertising. 

With PPC, you only pay when someone clicks on your ad and visits your website. That makes it budget-friendly for small businesses compared to traditional advertising, where you might spend a lot without knowing if the right people even see your message. 

In this guide, we’ll break down everything you need to know to get started with PPC. You’ll learn why it works so well for remodelers, how to launch your first campaign, how to choose the right platform, and the best practices for writing ads, setting budgets, and tracking results. 

But first, let’s look at why PPC is such a powerful tool for local remodeling contractors. 

Why PPC Works for Local Remodeling Contractors 

PPC advertising for remodelers offers several big advantages: 

• Better targeting: You can focus your ads on the people most likely to hire you, so you’re not wasting money on unqualified prospects. 

• Budget control: You decide exactly how much to spend each day, making it easier to manage advertising costs. 

• Fast results: PPC campaigns can be set up quickly, even if you’ve never run ads before. You’ll know right away if they’re working, and you can adjust as needed. 

• Instant visibility: Unlike SEO, which takes time to build, PPC ads can put your business at the top of search results the same day you launch. 

Compared to print ads, flyers, or home shows, PPC is faster, more measurable, and often more affordable. For remodeling contractors looking to grow, it’s a powerful way to get in front of local homeowners right when they’re searching for your services. 

RELATED ARTICLE: 4 Digital Marketing Tips for Remodeling Contractors 

Preparing to Launch Your PPC Campaign 

Starting a PPC campaign is easier when you break it into simple steps. A clear plan will also help you get better results and avoid wasting money. 

Step 1: Define Your Goals 

Most remodelers use PPC to book consultations that lead to signed contracts. But your goals might also include: 

• Building a pipeline of future leads 

• Increasing brand visibility in your local area 

• Getting a strong return on investment (your ad spend should come back many times over in revenue) 

Step 2: Research Your Competition 

Do some research about what other remodeling businesses in your area are doing. Which companies show up in ads? What keywords are they targeting? Gaining an understanding of what you’re up against will help you strategize more effectively. 

If you work in a specialty such as solar upgrades or historic home remodels, you may face less competition and more targeted searches. 

Step 3: Pick a Platform 

Decide where to run your ads. For many remodelers, this comes down to Google’s Local Services Ads (LSAs) or standard search ads. 

• Search ads: You pay every time someone clicks on your ad. 

• LSAs: You only pay when a lead contacts you directly, and they usually appear higher in search results. 

Many contractors get more value from LSAs, but search ads can be useful if you want to grow your brand or reach a wider audience.  

Also, “PPC ads” has become a bit of a generic term that includes LSAs, too. When we talk about PPC ads in general here, we’re really talking about both categories. 

Choosing an Advertising Platform 

Not all PPC platforms are the same. The right one depends on your goals, your budget, and where your customers spend their time. Here are some top options for remodelers: 

• Google Ads: The most popular choice. Your ads appear in Google search results when homeowners look for remodeling services. 

• Microsoft Ads: Similar to Google, but your ads show up on Bing. It has less traffic, but often lower costs. 

• Houzz: A platform focused on home design and remodeling. Great for showing off project photos to homeowners who are already browsing for ideas. 

• Pinterest: Highly visual and popular for inspiration. Perfect if you want to target people planning a remodel. 

You can also test ads on Facebook, Instagram, or YouTube, depending on your market.  

The key is to start with one or two platforms, track performance, and double down on what brings the best results. 

RELATED ARTICLE: Internet Marketing for Home Services: A Complete Guide 

Keyword Research Basics for Remodeling Contractors 

Keywords are the words people type into Google when they’re looking for your services. Choosing the right ones makes sure your ads show up for the right audience. 

Start by thinking like a homeowner. What would you search for if you wanted your own services? For example: 

• “bathroom remodel near me” 

• “kitchen contractor in [your city]” 

• “home addition company [town name]” 

Make a list of ideas, then use free tools like Google Keyword Planner or Ubersuggest to see how often people search for those terms and what similar phrases come up. 

Focus on: 

• Service-specific keywords (“basement finishing” or “roof replacement”) 

• Location keywords (city, region, or neighborhood names) 

• High-intent keywords that show someone is ready to hire, not just browsing (“hire remodeler” vs. “remodel ideas”) 

The more specific your keywords, the more likely you are to attract homeowners who are serious about starting a project. 

Structuring Your First PPC Campaign 

Once you’ve chosen your platform and keywords, it’s time to set up your campaign. Breaking it into smaller steps makes the process simple. 

Account & Location Settings 

First, you’ll need to create an account with the platform(s) you intend to use and enter billing details. Then, set your service area.  

Ads should only target homeowners in the towns, neighborhoods, or ZIP codes where you actually work. 

Campaign Types that Work for Remodelers 

You’ll need to decide between Local Services Ads (LSAs) and search ads. LSAs are great for direct lead generation since you only pay when someone contacts you. Search ads can help build brand awareness and capture more general interest. 

Here are a few factors to consider when deciding: 

• Your goals for the ad campaign (e.g., brand recognition vs. leads) 

• Your budget and what you’ve targeted for your investment/ROI 

• What your competitors are doing and what works for your area 

Ad Group Organization 

Organize your ads by service type. This makes it easier to reach people looking for something specific. Examples include: 

• Kitchen remodeling 

• Bathroom remodeling 

• Home additions 

• Roofing 

RELATED ARTICLE: Local SEO for Contractors: What It Is and How to Master It 

Writing Effective Local Ad Copy 

The words in your ad matter. Clear, specific copy helps you stand out and attracts the right homeowners. 

Include Service + Location 

Always pair what you do with where you do it. For example: 

• “Bathroom Remodeling in Portland” 

• “Kitchen Additions in Charlotte” 

This tells prospects right away that you’re local and relevant. 

Add a Strong Call to Action (CTA) 

Tell people exactly what to do next. Examples: 

• “Schedule a free consultation” 

• “Call today for a winter special” 

Use Ad Extensions 

Extensions give people more reasons to click. Try: 

• Sitelink extensions: Links to your website pages. 

• Call extensions: A clickable phone number. 

• Location extensions: Your address or map. 

• Promotion extensions: Seasonal discounts. 

• Callout extensions: Unique benefits like “licensed & insured” or “financing available.” 

Example Ads 

• “Experienced Bathroom Remodeling in Portland—Call 999-555-1234 for a spa-like upgrade at home.” 

• “Create a Chef’s Kitchen in Charlotte—See our portfolio of stunning remodels [link].” 

Clear, local, and action-driven ad copy makes it easy for prospects to choose you. 

RELATED ARTICLE: How to Do Email Marketing for Contractors & Construction Companies 

Budgeting & Bidding Basics 

Your budget controls how often your ads run, and your bid affects where they appear in search results. Setting both carefully helps keep your campaign both affordable and effective. 

Setting a Budget 

Most small businesses start with $10–$50 per day. Costs vary by location, competition, and keywords.  

For example, the average Google cost per click for home improvement is about $7.85, but it can be higher or lower depending on your area. 

How Bidding Works 

When you set up ads, you tell the platform how much you’re willing to pay for a click (your cost-per-click bid, or CPC bid). More competitive keywords cost more. The platform then uses your budget and bid to decide when and where your ad appears. 

You can choose: 

• Manual bidding: More control, better for small businesses watching costs. 

• Automated bidding: The platform adjusts bids for you. Easier, but less precise. 

Tips for Smart Bidding 

Here are a few extra tips to keep in mind when bidding: 

• Keep bids high enough to stay competitive, but realistic. 

• Adjust bids for different keywords as needed. 

• Watch how time of day and devices affect your costs. 

• Review performance often and tweak as you go. 

With the right balance of budget and bidding, your ads can stay visible without draining your wallet. 

PPC Launch Checklist 

Before you hit “go” on your campaign, run through this quick checklist to make sure everything is ready: 

• Define the goal of your ad (consultations, brand awareness, etc.). 

• Set your daily and monthly budget. 

• Choose your targeting radius (neighborhoods, towns, or ZIP codes). 

• Write clear, specific ad copy with a strong CTA. 

• Add extensions like phone numbers, locations, or promotions. 

• Double-check your copy for errors. 

• Select the right keywords and match types. 

• Confirm your bid strategy (manual or automated). 

• Make sure tracking is enabled so you can measure results. 

A little extra time on setup ensures your ads launch smoothly and start bringing in leads right away. 

Tracking & Optimizing 

Launching your ads is just the beginning. To make PPC work, you need to track results and adjust as you go. 

Key Metrics to Watch 

Keep an eye on these numbers to see how well your campaign is performing: 

• Cost per lead (CPL): How much you spend to get a serious inquiry. 

• Click-through rate (CTR): The percentage of people who click after seeing your ad. 

• Conversion rate: How many of those clicks turn into booked jobs. 

How to Track Leads 

There are a few simple ways to connect leads back to your ads: 

• Use Google Analytics to connect ad clicks to website visits or form fills. 

• Set up a unique phone number for ads to track calls. 

• Create landing pages tied to each campaign, so you know which leads came from PPC. 

When to Adjust 

If results aren’t what you hoped for, try making these changes: 

• Pause low-performing ads and put more budget into the winners. 

• Refine ad copy to better match what customers are searching for. 

• Adjust bids for more competitive keywords. 

Tracking and optimization turn good PPC campaigns into great ones, saving money while generating more leads. 

Scaling Your PPC Campaign 

Once you’ve run a few successful campaigns, you don’t have to stop there. You can expand your PPC efforts over time to reach even more homeowners. 

Consider these options when you’re ready to grow: 

• Add new services or highlight specialties you haven’t advertised yet. 

• Expand your geographic radius to reach more neighborhoods or nearby towns. 

• Experiment with new ad extensions to give prospects more ways to engage. 

• Test different bidding strategies, including automated bids. 

• Add remarketing campaigns to re-engage people who’ve already seen your ads. 

• Layer in social media ads to boost your visibility across platforms. 

And remember—scaling only works if you stay on top of results. Schedule regular reviews to determine which campaigns warrant further investment and which ones should be retired. 

Getting Started with PPC Ads for Remodeling Contractors 

PPC might sound complex, but once you break it down, it’s a practical and affordable way to bring in steady remodeling leads. The key is to start small, track results, and build from there. 

Here are a few quick tips to launch with confidence: 

• Test more than one platform. Google may work best for some, while Houzz or Pinterest delivers better leads for others. 

• Use strong secondary headlines. Address client pain points with words like “affordable,” “stress-free,” or “customized.” 

• Experiment with calls to action. Try different CTAs to see which drive the most clicks and consultations. 

• Leverage ad extensions. Pull ideas from your reviews — highlight punctual service, financing options, or experience with first-time homeowners. 

• Pair ads with software. CRM and marketing tools make tracking easier, freeing up your time for billable work. 

With these steps, PPC can become one of your most reliable tools for finding clients, growing your brand, and keeping your pipeline full. 

RELATED ARTICLE: How to Start a Remodeling Company