As a business owner in the home improvement industry—whether I’m running campaigns for kitchen renovations, bathroom makeovers, or custom pergolas—I know that standing out on Google Ads is no small feat. In fact, without the right approach, you’ll spend a fortune to scrape by, getting only the drips and drabs of the leftovers from the Google Ads pool.
Through years of running ads and optimizing campaigns, I’ve learned that it’s not enough to send traffic to a homepage and hope for the best. Instead, I focus on creating a high-quality landing page that speaks directly to my ideal clients and showcases the expertise I bring to the table. If you’re serious about getting the best leads at a reasonable cost, you need to consider a few key elements. Here’s what I’ve discovered: It helps me lower my cost per lead (CPL) and ultimately boosts the performance of my Google Ads campaigns.
The Right Landing Page Makes All the Difference
First things first: I never send traffic to my homepage. Instead, I build dedicated landing pages that are targeted to specific services. These pages are a funnel for my potential clients, guiding them through a journey where I prove my expertise and credibility.
The key here is that the landing page must be high-quality and allow for constant testing. Whether changing the text, adjusting the button colours, or tweaking my calls to action (CTA), I always look for ways to improve the page’s performance. A/B testing these elements helps me fine-tune the page for the best results.
But the real secret to a successful landing page goes beyond design and testing. What matters is proof that I can deliver on the promises I make. I can’t rely on generic stock images or old photos taken with my phone. Instead, I focus on showing my potential clients my best work—through high-quality photos and videos that truly capture the craftsmanship I bring to every project.
Investing in High-Quality Visual Content
Hiring a professional photographer or videographer can seem expensive. But let me tell you, it’s worth every penny. Investing in professional content like project videos or high-res images has been a game-changer. Showing off my projects with high-quality photos and videos drastically lowers my CPL by improving the credibility and trustworthiness of my ads.
It’s not just about posting photos of the finished product, though. I also make sure to showcase the process behind the work. Case studies are incredibly powerful in this space. When I walk a potential client through the story of a project—explaining the challenges, solutions, and how we went above and beyond to deliver the best outcome—it helps them see me as a service provider and a problem solver. For example, let’s say I built a custom deck. Instead of just showing the result, I’ll explain the client’s original vision, the obstacles we faced (like zoning issues or budget constraints), and how I worked with the client to make their dream deck a reality.
By telling this story, I give clients a sense of what it would be like to work with me and why they should trust me with their home improvement project.
The Power of Video Content
Video is another critical piece of the puzzle. These days, a potential client wants to see the work I’ve done and who I am as a business owner. So, I include what I do where I speak directly to my audience, answering common questions or addressing potential concerns. These videos serve as social proof, helping me build trust with potential leads. They get to see my personality, approach, and dedication to my craft—all of which make them more likely to reach out for a consultation.
I’ve also found that video testimonials from happy clients are incredibly powerful. Hearing directly from someone who has had a positive experience with my business speaks volumes. It shows potential clients that I not only do great work but that I also deliver on my promises.
Consistency and Fresh Content Are Key
One of the most important things I’ve learned over time is consistency. I can’t just create a landing page, slap up a few photos, and forget about it. I need to keep things fresh and regularly update my content. That means adding new project photos, videos, and client reviews every few months to keep the page relevant and engaging.
By continuously adding new content, I keep my page fresh and improve my chances of reducing my CPL. For instance, if I update my landing page with a new video of a recent project or a case study, I’m providing more value to my potential clients. The more they see, the more likely they trust me with their project. Over time, this leads to better-quality leads at a lower cost.
Why Good Content Reduces My Cost Per Lead
I can’t stress this enough: investing in high-quality content will ultimately lower your CPL. It’s simple math. My conversion rate improves when my landing pages feature professional photos, detailed case studies, and informative videos. More visitors turn into leads, so I get more bang for my buck with Google Ads.
If you’re running Google Ads for your home improvement business, you must understand that every click is a potential lead. If your landing page doesn’t convince a visitor to inquire about your services, you’ve wasted that click and raised your CPL. That’s why I put so much effort into ensuring my landing page is top-notch. The better my page performs, the less I pay for each lead—and the more likely those leads will convert into paying customers.
The Bigger Picture: Long-Term ROI
It’s all about long-term ROI. The money I spend upfront on professional photography and videography pays off greatly by reducing my CPL and improving my conversion rates. While I might initially spend a little more on content creation, the result is a much more efficient ad campaign that yields better results at a lower cost.
The key is to focus on quality and consistency. By constantly improving and updating my landing pages, I reduce my CPL and build a strong foundation for sustained business growth. This strategy works for home improvement businesses and any business in the visual space that relies on proof of work to attract clients.
