Solved: Help Needed Generating Leads for Home Remodeling Company

Hi there,

Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on your Google Ads strategy for your home remodeling and custom home building company. It sounds like you're just getting started, and it's great that you're already thinking about lead generation.

First, let's address that $200-400 per lead figure you were quoted. Honestly, that sounds very high, especially if your targeting isn't ultra-specific or your market is very competitive. It's not entirely impossible, but it's definitely on the high end of the spectrum. As I mentioned earlier, typically you'd expect something in the $10-$50 range, but it really does depend.

To give you a clearer picture and some actionable steps, let's break down a few key areas.

Choosing the Right Google Ads Campaign Type

Given that you're offering home remodeling and custom home building services, you'll want to focus on campaign types that target people actively searching for these services. That means Google Search Ads and Google Local Services Ads are your best bets.

Google Search Ads: These ads appear at the top and bottom of Google search results pages when someone searches for relevant keywords. This is great for capturing intent – people are actively looking for what you offer.

Google Local Services Ads: These ads appear at the very top of Google search results and Google Maps, and they're specifically designed for local service businesses. They're pay-per-lead, meaning you only pay when someone contacts you directly through the ad.

I'd recomend starting with Google Search ads, as you may need to tweak your site to be able to sign up for Google Local Services ads - and your website should be your first priority.

Now, let's look at some important aspects that you should consider:

We'll need to look at traffic quality and your website...

I had a look at your website (Enci Homes) and, to be honest, I can see why you are facing the challenges that you mentioned. It needs work. Sorry to be blunt, but if your website isn't up to scratch, you're essentially throwing money away with ads. It will result in low conversion rates and higher costs per lead.

Let's break down the issues:

• First Impressions: First impressions are extremely important. You need to establish yourself as a trustworthy business right away, otherwise people will just bounce off your site.
• Trust and Credibility: I couldn't find any testimonials from customers, links to social media profiles, or a company address. I would advise adding all of this if you want people to convert.
• Page Speed: It took a while to load on my connection. Page speed is important for SEO and also affects whether people will convert.

For that reason, before spending any more on ads, I'd recommend getting your website professionally designed. This should include proper sales copy that's persuasive and geared towards generating leads.

That moves us nicely on to the next point:

Keyword Research and Targeting

This is absolutely crucial for Google Search Ads. You need to identify the keywords your target audience is using when searching for home remodeling and custom home building services. Examples of Keywords include:

• "Home remodeler near me"
• "Custom home builder Florida"
• "High-end home remodeling"
• "Luxury home builder"
• "Kitchen remodeler Florida"

Use keyword research tools (like Google Keyword Planner, Ahrefs, or SEMrush) to find a comprehensive list of relevant keywords with good search volume and reasonable competition. Then, group these keywords into tightly themed ad groups within your Google Ads campaign. This will allow you to create highly relevant ads that match the user's search query.

Crafting Compelling Ad Copy

Your ad copy is what will entice people to click on your ad. Make sure it's clear, concise, and highlights the benefits of working with Enci Homes. Include a strong call to action, such as "Get a Free Quote" or "Schedule a Consultation."

I'd say you need to give it more time...

Don't expect immediate results. Google Ads takes time to optimise and fine-tune. You'll need to continuously monitor your campaign performance, analyse the data, and make adjustments to your keywords, ad copy, and targeting based on what's working and what's not.

I usually recommend a budget for ad spend of $1-$2k per month to start with - but this depends on how many leads you need (number of leads you need x cost per lead = ad spend). This isn't something you can set up and forget about - it needs constant attention and tweaking.

But I would strongly recommend getting your website up to scratch first, otherwise, you'll be throwing good money after bad.

Location Targeting and Ad Scheduling

Since you're focusing on the state of Florida, make sure your location targeting is set accordingly. You can target specific cities, counties, or even zip codes within Florida. Also, consider ad scheduling. If you know that your target audience is more likely to search for your services during certain days or times of the week, you can schedule your ads to run accordingly.

Conversion Tracking

This is absolutely essential. You need to set up conversion tracking in Google Ads to track when people take valuable actions on your website, such as filling out a lead form or calling your business. This will allow you to measure the effectiveness of your campaigns and optimise them for conversions.

Landing Page Optimisation

Speaking of your website, make sure your landing pages are optimised for conversions. They should be clear, concise, and directly relevant to the ad that the user clicked on. Include a compelling call to action and make it easy for people to contact you or request a quote.

Mobile Optimisation

Many people search for local services on their mobile devices, so make sure your website is mobile-friendly. This means it should be responsive and easy to navigate on smartphones and tablets.

To round things off, here's a handy table with the actionable steps I mentioned.

Finally, all this said, I appreciate you're on a tight budget. But it is worth remembering that whilst you can DIY your Google ads, it takes time to learn what works and what doesn't. And while you are learning, you're wasting money. It can be worth considering working with an expert to give you a better ROI, as well as freeing up your time to focus on other areas of the business.

If you'd like to explore working with us at Lukas Holschuh, we'd be happy to offer you a free consultation to discuss your specific needs and how we can help. We have a lot of experience in B2C lead generation and can quickly optimise your campaigns for the best results.

Regards,
Team @ Lukas Holschuh