Google Ads for Remodelers: How Should You Run Them?

By Ryan Goering, founder and CEO of BaaDigi. We manage Google Ads for remodelers, so this is a vendor’s playbook built on Google’s own documentation.

Last updated: September 2026.

A small account does not need a prescribed number of campaigns. It needs enough structure to separate work with different offers, budgets or delivery requirements. A kitchen project and a home addition may justify separate treatment, while several nearly identical keyword groups may only add administration.

What should be decided before launch?

How should keywords and exclusions be handled?

Choose terms relevant to the actual service, then inspect the search traffic and resulting requests. Google’s match-type documentation explains that exact match can include the same meaning or intent, and phrase match can include the meaning of the keyword. Neither guarantees that every search is appropriate.

Add exclusions when evidence supports them. A blanket exclusion of “cost” or a retailer’s name might remove a relevant buyer, while a clearly unrelated employment search may not fit a customer-acquisition campaign. Negative keywords also behave differently from positive match types; review the intended effect before applying a large generic list.

What should the landing page contain?

Match the service and territory in the ad. Explain your actual consultation process, responsibilities and scope. Show permitted project evidence, current credentials and real approved prices or minimums where meaningful. Do not imply design, engineering or permitting is included when it is not.

Provide an accessible contact path and test it on a phone. A relevant existing page may be adequate; building a separate page for every ad group is not automatically necessary. The page should help the customer make a decision, not merely repeat the keyword.

Which conversions should the campaign report?

Keep contact events separate from business stages. A form or call can start the record; qualification, held consultation, proposal, signed work, completion and payment happen later. Configure and test actual conversion actions using Google’s conversion guidance.

Reconcile duplicated calls and forms to a customer record where possible. Record the campaign and inquiry date, and keep attribution gaps visible. If importing later outcomes, verify the mapping and definitions before using those signals for optimization.

How do you assess cost and profitability?

Cost per held consultation = the defined acquisition cost ÷ held consultations from the inquiry cohort. A booked appointment that does not occur belongs in a separate stage.

Cost per signed project = the defined acquisition cost ÷ signed projects from that cohort. Keep open proposals visible, and do not confuse signed contract value with collected revenue or profit. Include media, management and allocated acquisition effort consistently.

Google’s ROI explanation distinguishes return from a simple revenue-to-ad-spend ratio. Assess delivery costs and avoid subtracting acquisition costs twice. No national remodeling CPC, CPL or profit benchmark is asserted here. The one figure we can publish is our own: the $9.97 median CPC above comes from 1,139 keyword and location pairs across 22 client accounts in several trades, at the check on Sep 18, 2026, and remodeling terms in a specific city can sit well above or below it.

What should be changed after the first review?

Follow the evidence. Irrelevant requests point toward service, traffic or messaging issues. Good-fit inquiries with no next action point toward handling. Held consultations without viable proposals may reveal qualification, scope or estimating problems. Do not assume the ad account alone explains every outcome.

Use the remodeling follow-up guide, compare Facebook and Instagram acquisition when relevant, and keep the overall remodeling lead plan aligned with production capacity. Expand after reviewing actual results, not because a preset launch timeline has elapsed.

What does BaaDigi charge to manage remodeling Google Ads?

The Stability Engine runs $497 per month plus $995 setup and covers the website, business profile, content, reporting and Google ads management, with ad spend up to $1,600 per month paid straight to Google. Meta campaigns, a custom CRM and unlimited automated follow-up are not in that scope; get the campaign scope in writing.