Paid Acquisition · Home Services
Paid lead generation for home services: from the ad to an in-home appointment
Paid acquisition for a home-services business is a system that turns Meta and Google ads into appointments at the homeowner's house — the estimate visit, the showroom visit, the measured quote — instead of a list of leads that get called once and forgotten. For a remodeler, a roofer or an HVAC contractor, that visit is the sale; everything before it is plumbing.
Why most contractor campaigns produce leads and not jobs
- The lead gets shared. Marketplaces sell the same homeowner to four contractors. Whoever calls first and cheapest wins, and it's rarely you.
- Nobody calls back in ten minutes. The homeowner who requested a quote on Sunday night also requested three others. The first callback books the visit.
- The ad shows the truck, not the result. Homeowners buy the finished patio, the new floor, the clean façade. Inspiration creative outperforms "licensed & insured" every time.
- The office is on the job site. In a ten-person outfit, the person who should be calling leads is also running crews. Leads pile up until Friday.
How it's built for a home-services business
On top of our paid acquisition, the setup has four parts that don't get skipped:
- A landing page per service, built to get a quote request. Before-and-after gallery, example projects with real prices, a free-quote form or a simple configurator where the homeowner picks options and gets a range. In the businesses we've worked with, a configurator turned browsers into quote requests at a rate a plain form never reaches.
- Inspiration creative: finished work, short video of the process, the crew. What converts is the homeowner seeing their own house done.
- Reply in minutes, evenings and weekends included. An agent answers by text and WhatsApp, confirms the service and the address, and books the estimate visit into the calendar with the right time window for that zip code. Your office gets confirmed visits, not a call list.
- Reminders before the visit and a follow-up sequence after the quote, because a $12,000 remodel isn't decided the same day.
What gets measured every week
- Leads by service and channel.
- Time to first reply.
- Estimate visits booked and completed.
- Quotes delivered, quotes accepted, and cost per completed visit — the number that sets next month's budget.
What we don't do
We don't guarantee a number of jobs. We don't keep spending on a service whose cost per completed visit doesn't work — it gets paused and you get told why. And we don't run campaigns on your main business domain or phone number without proper setup: lead flow that burns your reputation isn't lead flow.
Results from home-services businesses we've worked with
Paid campaigns + landing page + follow-up · clients not named
- Lead → in-home appointment (renovation & exterior work)
- 17%
- 1,081 leads · 187 in-home appointments
- Showroom appointments & closed deals (patio covers)
- 134+ / 30+
- from 1,292 leads
- Cost per lead (first weeks of a campaign)
- $10–12
- 19–24 leads a week at €9–11 each
Home Services: see how this would run for you
Start with the free diagnostic or book a strategy call directly.
Frequently asked questions
What share of home-services leads turns into an in-home appointment?
In the businesses we've worked with — renovation, patio covers, flooring, exterior cleaning — about 17% of leads became an appointment at the house, and campaigns with a configurator or a free-quote landing page produced dozens of showroom visits and 30+ closed deals from a single campaign. The variable that moves it most is how fast someone replies.
Why not just buy leads from a marketplace?
Because those leads are sold to three or four contractors at once, so you're in a price race from the first call. A campaign you own sends the homeowner to your page, your quote and your calendar — nobody else's. It costs about the same per lead and the leads are yours alone.
What does a home-services campaign cost per lead?
In the first weeks of the campaigns we've run, between $10 and $12 per lead for services like exterior cleaning, stair renovation and battery installs. It varies by service, season and region, and it's not the number to optimise for anyway: cost per booked appointment is.