If you run a remodeling company, chances are you’ve had the same frustrations with marketing. You’ve relied on word of mouth, maybe dabbled in Facebook posts, or even bought leads from any of the popular home service lead providers, only to find yourself competing on price and wasting time chasing jobs that don’t pay well.
The truth is simple: those approaches don’t give you control. You don’t own your pipeline. You’re renting growth from someone else. The result is unpredictable, low-quality leads and little to no return on your hard work.
This guide is here to change that. It’s a step-by-step resource written in plain English. We’ll break down every concept you need to know- no jargon, no shortcuts; so you can finally understand how marketing works and how to build a lead generation system that books profitable remodeling jobs consistently.
This is a long read, and it’s meant to be. Bookmark it. Come back to it. Think of it as your personal playbook for growing your remodeling company with marketing you can actually control.
Most remodeling companies start in the same place: relying on referrals. Referrals are great, but they aren’t reliable. They dry up. You can’t predict when the next job is coming in.
The next step many remodelers take is buying leads from companies like Angi or HomeAdvisor. On the surface, this feels like a fix, you pay for a lead, you get a name and number, and you make a call. But here’s the catch: those leads aren’t yours. They’re shared with multiple competitors. By the time you call, the homeowner may have already spoken to two or three other remodelers. Now you’re fighting on price instead of value.
Even worse, many of these leads aren’t a fit at all. You might drive across town only to find out the customer wanted a $200 repair, not the kind of remodel you do. That’s time and money you can’t get back.
And then there’s hiring agencies. Too many agencies hand you reports full of clicks, impressions, and fancy charts, but when you ask how much money you actually made from their campaigns, the answer is vague. Clicks don’t pay your crews. ROI (return on investment) does.
This is why so many remodeling companies feel burned by marketing. The problem isn’t that marketing doesn’t work, it’s that you’ve been using systems that were never built with your business in mind.
At B&G, we believe:
That’s the backbone of everything you’ll learn in this guide.
Before you spend a dollar on ads, you need to understand the math behind your remodeling business. Don’t worry: we’ll keep it simple.
With this info, you can calculate your maximum cost per acquisition (CAC).
Here’s the formula:
(Max Job Gross Profit × Acceptable Cost Share) = Max CAC
If your average gross profit is $8,000 and you’re willing to spend 25% of that to land the job, your max CAC is $2,000. That means you can afford to spend up to $2,000 in marketing to land one new customer and still hit your profit goals.
From there, you can calculate your target cost per lead (CPL). If it takes 6 leads to close one remodel, and your max CAC is $2,000, then your target CPL is about $333.
Now you’re playing the game with real numbers instead of guesses.
Not every homeowner is a good client. The faster you realize this, the faster you’ll grow.
By being selective, you’ll filter out unprofitable work and make sure your ads bring in the right kind of remodeling jobs.
Marketing isn’t magic. It’s a system shaped like a funnel.
For remodeling companies, the bottom of the funnel is where you start. That’s where the money is. Someone searching “kitchen remodel near me” isn’t casually browsing — they need help now. By showing up here first, you capture the most valuable demand.
To understand this funnel better, its fundamental to understand how
When a homeowner types “kitchen remodel near me” into Google, they’re raising their hand. They’re telling you exactly what they want. Google Ads lets you show up in that moment.
Google Ads is the system that allows businesses to pay to show up on the first page of Google. When someone searches “bathroom remodel contractor Richmond,” Google runs a quick auction in the background. The businesses that have set up ads for that keyword compete for the top spots. The highest bidder doesn’t automatically win, Google also looks at how relevant and trustworthy the ad and landing page are. This means small remodeling companies can compete with bigger ones if their ads are better built.
Unlike TV ads or billboards, Google Ads only shows when someone is actively searching for your service. That means the person is already motivated, they’re in buying mode. If you show up in that moment with a clear, trustworthy message, you’re catching them at the exact time they’re ready to talk.
Think of keywords as the bridge between what the homeowner types and where your ad shows up. If someone searches “kitchen remodel Chesterfield VA,” and that’s a keyword you’ve targeted, your ad can appear at the top.
But not all keywords are equal. “DIY kitchen remodel ideas” might sound related, but it’s worthless to you. That’s a person looking for advice, not a contractor. You need to target buying intent keywords like “licensed kitchen remodeler near me” or “bathroom remodeling contractor Richmond.”
Negative keywords are filters. They tell Google when not to show your ad. For example:
Adding negatives regularly can save thousands of dollars in wasted spend.
Your ad is your first impression. It has to be clear, credible, and compelling. Example:
Notice how it mentions location, credibility (licensed & insured), and a trust signal (200+ happy homeowners). Simple, but powerful.
Most remodelers make the mistake of sending ad traffic to their homepage. The problem? Homepages are usually cluttered, generic, and don’t push the homeowner to take action.
A landing page is a focused page built for one service. For example, if you’re running ads for bathroom remodels, the landing page should:
The goal is to turn the curiosity sparked by your ad into action — a call or a form fill.
If you don’t track your results, you’ll never know if your ads are working. For remodelers, tracking should include:
Without tracking, you’re flying blind. With tracking, you can make data-driven decisions.
There’s no one-size-fits-all answer, but here’s a framework:
The right budget depends on your goals and average job value. Remember the CAC calculation from earlier, if each remodel nets you $8,000 in profit, spending $2,000 to get that job is a win.
Let’s walk through a simple example:
Result: 25 leads at an average CPL of $140. Close 4 of them at $25,000 average job value = $100,000 in booked work. Marketing cost = $3,500. ROI = over 2,800%.
Local Services Ads, or LSAs, are those Google results with the little green check mark that say “Google Screened.” They sit above even regular Google Ads, right at the very top of the page. For homeowners, this feels like a seal of approval from Google, which creates instant trust. For remodelers, it’s one of the most powerful ways to get your phone ringing with real prospects.
Unlike Google Ads, where you pay per click, LSAs are pay-per-lead. That means you don’t get charged when someone just clicks, you get charged when a homeowner actually calls or messages you. For a remodeling company, that’s huge. You’re paying for conversations, not just traffic.
But here’s the key: LSAs only work if you play by Google’s rules. You have to complete background checks, upload insurance and licenses, and keep your profile active with reviews. Many remodelers don’t bother, which means if you do, you stand out even more.
When you set up your LSA profile, Google asks you to list your services, service areas, and business details. This is your chance to be specific. If you only want kitchen and bath remodels, don’t list “general handyman” work. The clearer your profile, the better quality your leads.
Photos matter too. Upload shots of your crew, your trucks, and your best before-and-after projects. Homeowners scrolling through profiles look for signs that you’re professional and trustworthy. A faceless listing with no photos loses out every time.
Reviews are the lifeblood of LSAs. The more reviews you have and the faster you respond to them, the higher Google ranks you. That’s because Google wants to show homeowners reliable businesses. If you don’t have reviews yet, start building a system where every completed project ends with a review request. Without them, you won’t rank. - For More Info on how reviews play a crucial role in getting your remodeling or home service company's bottom line - check out our article here - The Role of Reviews in Winning Remodeling Leads Through Local Services Ads (LSAs)
When a homeowner fills out an LSA form or makes a call, they’re usually contacting two or three remodelers at the same time. The first one to answer or call back wins most of the time. If you treat LSAs like emails you’ll check later, you’re burning money. You need someone ready to answer the phone immediately or return the call within 5 minutes.
A homeowner searches “bathroom remodeler near me.” They click the first LSA listing and call. Your phone rings. If you answer and book the consultation, you’ve just converted a $100–$150 lead into a $15,000 job. If you miss the call and call back later, chances are they’ve already spoken to your competitor.
For our more in-depth guide on Google Local Service Ads for Remodeling and Building Co's, check out our MEGA GUIDE TO GOOGLE LOCAL SERVICE ADS.
Think of your Google Business Profile (GBP) as your online storefront. It’s what shows up on Google Maps and in the “3-pack” of local results when someone searches “remodeling company near me.” It’s free, and yet many remodelers don’t fully use it.
When homeowners compare remodelers, the first thing they look at is reviews. GBP is where those reviews live. A profile with 75 reviews averaging 4.8 stars will always beat a profile with 5 reviews at 5.0 stars. People trust volume and recency.
Beyond reviews, GBP helps you dominate local search without spending a dime. A well-optimized profile means you can show up for local searches like “kitchen remodel Chesterfield VA” even without running ads.
A remodeler in Richmond optimized their GBP with weekly photos, 50+ reviews, and regular posts. Within 3 months, they started showing up in the local pack for “bathroom remodeler Richmond” without spending extra on ads. The phone started ringing more, simply because the profile was built out better than their competitors.
Facebook and Instagram ads are some of the most misunderstood tools in remodeling marketing. Too many ad agencies pitch them as the magic bullet for lead generation. They’ll promise you “50 leads a month” for a low cost. But here’s the catch: most of those leads will be low-intent. They clicked on an ad out of curiosity, not because they woke up searching for a remodeler.
On Facebook, you’re interrupting people. They’re scrolling photos of family, watching funny videos, or checking the news. Then suddenly, your ad shows up: “Get a free kitchen remodel estimate.” Some will click out of curiosity. But curiosity does not equal commitment.
This is why so many remodelers complain about Facebook leads being a waste of time. They’ll get a flood of names and numbers, but most of them ghost when you call. Others aren’t serious — they just wanted to see how much a remodel might cost. Agencies then hand you a report saying, “We got you 100 leads at $15 each!” But if none of those leads turn into jobs, what good are they?
This is where intent-driven traffic (like Google Search) beats interruption-driven traffic (like Facebook). When someone types “bathroom remodel near me,” they’re ready to buy. When someone clicks a Facebook ad, they’re often just browsing. One is a hot lead; the other is a maybe.
This doesn’t mean Facebook is useless. NOT AT ALL. It just means you need to use it strategically:
Most agencies try to make Facebook the main engine of lead gen. They build campaigns with cheap lead forms that collect names and numbers but don’t filter intent. Then they claim success when the form fills pour in. But they never stop to ask: how many of those leads actually turned into paying clients? That’s the only metric that matters.
At B&G, we use Facebook for what it’s best at — remarketing, branding, and showcasing work — while letting Google handle the heavy lifting of capturing high-intent leads.
At the end of the day, lead generation isn’t about chasing the next trick, buying cheap leads, or hoping referrals keep you afloat. It’s about building a system — one that brings in high-quality projects, filters out tire-kickers, and grows with you year after year.
Here are a few key considerations to keep in mind:
The opportunity for remodelers right now is enormous. Homeowners are online, searching, scrolling, and watching — and they’re looking for trusted professionals who can deliver. By putting this playbook into action, you can own your pipeline, outpace your competition, and confidently scale your remodeling company on your terms.
Your work transforms homes. With the right marketing system, it can transform your business too.
Turn tactics into traction with a strategy built to perform, no guesswork, no fluff, just results.
