Home Improvement Marketing That Books More Projects

It depends on your market, the projects you want more of and the services you need. Most home improvement companies run SEO as the long-term foundation, paired with paid search to drive consultation requests right away.

We’ll right-size a plan to your service area, average project value and growth goals, and we’ll tell you exactly where each dollar goes.

Very. At the typical home services company in the calls we've listened to, 43% of calls went to voicemail or were never picked up: 38% during business hours and 62% after hours. And most of those callers do not try again: 81% of callers who reached voicemail did not call that business again within a week.

That is why we track every call from your campaigns, flag missed calls, and help you set up call routing, after-hours coverage and fast call-backs, so the leads you pay for are not lost at the front desk.

Based on calls to 99 home services companies we market, Apr to Sep 2026.

We classified a sample of 247 new-customer calls to the home services companies we market by what the caller wanted (all home services, not only home improvement companies). The most common reasons to call were price or a quote (43%), whether a specific service is offered (24%), booking an appointment or checking availability (4%) and a consultation or estimate (4%).

Typical questions: “Can you give me a quote or estimate?”, “Do you handle this specific job?”, “Can you schedule a time to come out?”. Your website, ads and Google Business Profile should answer these before the phone rings, and your team should be ready to answer them when it does.

Based on calls to SmartSites clients, Apr to Sep 2026; questions paraphrased, no caller or client identified.

Mostly business hours: 20% of calls came outside Monday to Friday 9 to 5 (4% on weekends), and the busiest day is Monday. Of the calls that were answered, 39% were new-customer inquiries, 17% were existing customers, and 36% were sales pitches or wrong numbers.

That mix is why we report on qualified calls, not raw call counts.

Based on 64,000 calls to 138 home services companies we market, Oct 2025 to Sep 2026 (timing) and Apr to Sep 2026 (call types).

Across the Google Ads accounts of the 5 home improvement companies we manage, the median cost per lead over the last 12 months was $90, with a median cost per click of $7.60 and a median conversion rate of 7%.

Your number depends on your market, services and how well the landing page and phones convert. We use these medians as a starting benchmark, then work to beat them.

Source: Google Ads accounts managed by SmartSites, Oct 2025 to Sep 2026; a lead is a tracked call or form conversion as set up in each account.

For the 6 home improvement companies whose Google Business Profiles we manage, the median profile got about 730 views, 6 calls and 32 direction requests a month over the last year.

Reviews, photos, accurate hours and categories move those numbers, which is why local SEO is part of every plan we build for a home improvement company.

Source: Google Business Profile performance data for profiles managed by SmartSites, Oct 2025 to Sep 2026.

Paid search usually produces calls and consultation requests within the first month. SEO grows more slowly, but the rankings you earn keep bringing in homeowners. Our home improvement case studies include leads up 2,300% (ServPro Of Allston), 1,572% (Glass West) and 1,120% (AZ Valley Windows), and conversions up 710% (Davis Window and Door).

For most companies we start where homeowners are already looking:

• Local SEO and your Google Business Profile for “near me” searches
• Google Ads for high-intent searches like replacements and remodels
• A conversion-focused website with galleries, financing details and easy booking

Once leads are flowing, email, SMS and social media extend every dollar by nurturing homeowners who aren’t ready yet.

A kitchen remodel or whole-house window replacement is rarely a same-day decision. We keep your company in front of homeowners while they plan, with retargeting ads, project galleries and email and SMS sequences that answer the questions they’re asking. For Honey Do Men, email campaigns lifted open rate 77%.

Three things decide who shows up in the map pack: your Google Business Profile, your reviews and how clearly your website serves each town. We optimize your profile, services and project photos, build pages for the towns and services you cover, keep your listings consistent across directories, and set up review requests after each finished project.

Yes. We optimize for generative engines (GEO) as well as traditional search, so your company shows up in ChatGPT, Google AI Overviews, Perplexity and the AI assistants homeowners increasingly use to research projects and shortlist companies. AI mentions and citations are tracked alongside rankings, and a human strategist signs off on every recommendation.

Home improvement is visual, and homeowners want proof. We build before-and-after galleries organized by project type, turn finished jobs into short reveal videos for Instagram, Facebook and YouTube, and feature real project photos on your Google Business Profile. Every piece links back to a page where the homeowner can request a consultation.

We track what drives revenue for your business:

• Calls, forms and booked consultations by channel
• Cost per lead and cost per sold project
• Which services and towns produce the most valuable work
• Return on ad spend

You get clear reporting and a strategist who explains it, and you own all of the work we create.