Senior-led Google Ads management built for the way builders actually win work — call tracking, service-level campaign structure, tight local targeting and reporting on jobs rather than clicks. From an independent specialist with ten years' experience.
A paid search restructure for a major US plumbing company reduced cost per lead by 44% in five weeks on an unchanged budget, with better lead quality.
Read the case studyBuilding work — extensions, loft conversions, full renovations, new kitchens and bathrooms — is the highest-value home services category on Google Ads and the one where lead quality matters most. A single won extension can be worth £40,000 or more. It can also take three months and several meetings to win, and the homeowner will typically speak to three or four builders before deciding.
That means the metrics most agencies report — cost per click, cost per lead — are close to meaningless for builders. What matters is cost per quoted job and cost per won job, and an account that cannot see those numbers cannot be optimised toward them.
The issues below appear in most of the accounts I review from this trade. Each is specific, and each is fixable.
An account producing fifty enquiries a month at £30 each looks efficient until you discover that forty-five were for small jobs you do not take, in areas you do not cover, from people with no budget.
A large share of extension-related search volume is early-stage: planning permission rules, cost guides, design ideas. Valuable for content, expensive as paid traffic.
A form that asks only for a name and number generates enquiries that waste your time. A form that asks about the project, the budget range and the timescale generates fewer, better ones.
Homeowners planning an extension visit many sites over many weeks. Without remarketing, you are paying to be seen once and then forgotten.
The same principle as every account: commercial context first, then structure, verified tracking and reporting on what produces work.
Full management, an independent audit of what is already running, or training for your own team.
End-to-end management for builders spending £2,000+ per month. Strategy, build, weekly optimisation and reporting on jobs.
An independent review of your existing account with a written report and prioritised recommendations. The report is yours regardless.
Learn to run your own account properly, or bring the person who does up to a professional standard.
Partly through targeting and copy, and mostly through the landing page. Ad copy that states minimum project sizes and a form that asks for budget range and project scope filter out most unsuitable enquiries before they reach you. It reduces volume and raises quality, which is the correct trade for a builder.
It depends on project values and how many jobs you can take on. For extensions and renovations, a monthly budget below £2,000 rarely generates enough qualified enquiries to be worthwhile, which is why that is my minimum for ongoing management. The call will give a realistic figure for your business.
£2,000 per month for ongoing management. Below that there is rarely enough data to optimise meaningfully. The audit (£399) and coaching (from £99 per hour) have no minimum, and the call is complimentary.
Yes. Most home services accounts are managed remotely and the approach is identical anywhere in the UK. Being based in Wandsworth simply means South West London businesses can meet in person.
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Book a complimentary call. I will review your account live — structure, call tracking, location settings, spend against jobs — and set out what I would change first.
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