A few months into a home renovation campaign, it's starting to feel rewarding. Don't get me wrong, I love all the campaigns I work on, but some come with a certain level of stress—especially when the business owner is in trouble and needs to get leads fast. It's always high pressure when clients are desperate for leads, and you can sense their anxiety. Thankfully, this campaign has progressed smoothly, and we've made great strides.
When we first began, we targeted a broad set of home renovation keywords. But over time, I knew we had to be more focused. The goal was clear: rank for services like bathroom renovations, decks, and kitchens. We went after some broader terms initially, but every couple of months, we regrouped and pivoted. This constant adjustment was key in improving the campaign's performance.
I've been through this process many times. One campaign I've been running for a music school for over two years follows a similar approach. Every month, the owner asks for more leads, and I jump into the Google Ads account to make some tweaks. It's a routine that keeps the campaign evolving. We keep adding negative keywords, fine-tuning our ads, and figuring out which landing pages are the most effective. The more attention we give these accounts, the better they perform.
For this renovation campaign, we first focused heavily on bathrooms, then moved to decks and pergolas, and now, we're going after broader home renovation terms again. Every change means updating the landing pages, the copy, and the showcased projects. With each iteration, we've learned more about what works and what doesn't. Seeing how dynamic Google Ads can be when you're consistently optimising them is amazing.
Evolving with Google Ads and SEO
As the campaign continued to evolve, we saw SEO start picking up steam. The SEO side wasn't bringing in many leads early on, but now we're consistently generating around 20 to 30 organic leads per month. That's a significant improvement, especially when we pair that with the laser-focused Google Ads leads, particularly from the bathroom and pergola keywords. While the lead cost can be a bit high—ranging from $150 to $300 per lead—it's still a solid return on investment.
In addition to the paid campaigns, I also invested time rebuilding the website. The original site was not very attractive or functional and lacked key elements that would help it rank, so we completely revamped it. We optimised the service pages and added detailed geo-specific pages focused on locations around the business's target area. This was an important step in improving local SEO.
On top of the website overhaul, we also created about 50 long-form blog posts. These pieces of content were designed to educate and inform visitors while also supporting our SEO goals. I've realised that Google's AI tends to pull content from authoritative sources, so ensuring our content is optimised for AI and search engines is crucial. In this sense, our blogs don't just need to be good—they need to be easily digestible for Google's algorithms.
Long-Term Growth and Lead Conversion
While things are improving, there's still a long way to go. The sales cycle for home renovation leads is longer than in many other industries, especially since these are higher-value projects. The process can take a few months from the initial lead to the final sale. However, despite the longer cycle, we're seeing the results. This campaign has generated around $60K in revenue in the last two months, with more deals in the pipeline. It's still early days, but the momentum is building.
Regarding the bigger picture, the key lesson here is the importance of an iterative approach. It's easy to get discouraged early on if the leads aren't pouring in right away, but the truth is that these campaigns require constant tweaking. Whether it's refining the Google Ads, adding new content, or optimising the website, the work never stops.
Learning from Experience
Every campaign I run teaches me something new. Over the years, I've learned that consistency is everything. Patience and ongoing optimisation are key even when results aren't immediately apparent. With this home renovation campaign, I've learned that SEO doesn't produce instant results—it takes time to see the fruits of your labour. But with a focused approach, the leads do start to roll in.
As we continue to work on the campaign, every adjustment we make brings us closer to the target. Over time, I'll continue to hone in on what works, filtering out ineffective keywords and optimising the pages that convert the best. The goal is simple: keep making the campaign better and more effective. The small adjustments and the daily grind of improving the process will eventually lead to greater success.
Moving Forward
While this campaign is still young, the results we've seen so far are encouraging. The key to success with home renovation campaigns is understanding that they are marathons, not sprints. Building a steady stream of quality leads takes time, but it's definitely possible with the right strategy in place.
As always, I'll keep refining, adjusting, and optimising—because that's the name of the game. And for this campaign, the progress is real. Every month, I see more and more improvement, and I'm confident we're on the right path to success.
