Marketing for remodelers
Marketing for Home Remodelers
Remodeling marketing is not contractor marketing. The project values are higher, sales cycles longer, and CPCs brutal at $25-$60 per click.
The landscape
The remodeling marketing landscape
Remodeling sits at the intersection of high project values and long sales cycles. A homeowner planning a $75,000 kitchen remodel will research for 2 to 6 months before signing a contract. They browse Houzz for inspiration, read cost guides, compare portfolios, and request 3 to 5 design consultations before making a decision. Your marketing has to be present at every stage of that journey, not just the final search before they hire.
The CPC landscape makes this even more challenging. Remodeling keywords run $25 to $60 per click on a normal day. In competitive metros like Seattle and Bellevue, they can climb higher. At those rates, every unqualified click that hits a generic homepage is a real loss. A homeowner looking for a $3,000 bathroom refresh clicking on your ad when your minimum project is $50,000 costs you $40 and produces nothing.
We manage marketing for 8+ remodeling companies and have seen the same pattern repeatedly. The remodelers who grow consistently are the ones who pre-qualify through their marketing, capture homeowners during the research phase with useful content, and present a portfolio that matches the project scale they actually want. The ones who struggle are running generic "remodeling" campaigns with no segmentation and wondering why their close rate is low.
Every account, asset, and line of content belongs to you. Nothing held hostage. If we part ways, you keep it all.
Eastside Kitchen & Bath: portfolio-first site now drives qualified remodel inquiries.
Remodeling CPCs run $25 to $60. At those rates, every click needs to land on a page that pre-qualifies the homeowner.
0
Outsourced
2
WA + ID offices
1
Point of contact
Our approach
How we help remodelers grow
A portfolio organized by project type
Your portfolio is your most powerful sales tool. Organize it by project type so a homeowner searching for kitchen remodels sees kitchen projects, not a random mix of everything you have done. Professional photography with before, during, and after shots. Design details like materials, layout changes, and scope. This is what separates a $50K remodeler from a handyman with a website.
Google Ads that pre-qualify by project value
At $25 to $60 per click, you cannot afford to attract homeowners outside your project range. Ad copy that references project scope, landing pages with portfolio images that signal your price point, and consultation booking forms that ask about budget and timeline. These qualifying layers reduce wasted clicks and improve the quality of every design consultation your team takes.
SEO content that captures the research phase
Cost guides, project timelines, "what to expect" articles, and design trend content. These pages capture homeowners 2 to 6 months before they hire, establish your expertise, and build organic traffic that compounds over time. A homeowner who reads your kitchen remodel cost guide in January calls you for a consultation in April.
Design consultation as the conversion action
Remodeling is not a same-day purchase. The right conversion action is a design consultation, not a generic "get a quote" form. Position the consultation as a value-add where you discuss their vision, walk through options, and provide a realistic scope. This matches how homeowners actually buy remodeling services and filters for serious prospects.
What to expect
Your first 90 days with us
Week 1-2
Audit and design consultation setup
We review your current website analytics, Google Ads history, and competitor positioning. For remodelers, the biggest gap is usually between project quality and online presentation. We photograph or source your best before/after work and map your highest-margin project types.
Week 3-4
Launch campaigns by project type
Separate Google Ads campaigns for kitchens, bathrooms, whole-home renovations, and ADUs. Each campaign links to a dedicated landing page with project galleries and design consultation CTAs. Budget-qualifying ad copy mentions project minimums to filter out small jobs.
Month 2
Build your portfolio website
If your site needs it, we rebuild with filterable project galleries organized by room type, cost range guides for each service, and a design process timeline that sets expectations. Remodeling buyers compare 3 to 5 companies before calling. Your site needs to close the trust gap.
Month 3
SEO content and review momentum
We publish cost guide content targeting "how much does a kitchen remodel cost in [city]" searches that capture research-phase homeowners. Weekly GBP posts with project photos build local visibility. By month 3, your paid campaigns have enough data to cut waste and double down on winners.
What we see
Marketing mistakes we see from remodelers
No project minimum in ad copy or landing pages
When your minimum remodeling project is $50,000 but your Google Ads copy says "Kitchen Remodeling Services," you attract everyone from the homeowner wanting new cabinet hardware to the one planning a gut renovation. At $25 to $60 per click, ten unqualified clicks per week costs $1,000 to $2,400 per month in wasted spend. Your sales team wastes time on consultations that never close because the homeowner had a $5,000 budget for a $75,000 scope.
Pre-qualify through ad copy that references project scope. Use dedicated landing pages per project type with portfolio images that signal your price range. A consultation booking form that asks about project scope filters low-value inquiries before they reach your inbox.
Stock photos instead of real project photography
Homeowners investing $75,000 or more in a remodel need visual proof that you can deliver at that level. A website full of stock photos of smiling families in kitchens tells them nothing about your craftsmanship, your design sensibility, or what their project might look like. They bounce to the remodeler with 30 real project galleries and professional photography, because that portfolio answers the question your stock photos cannot: "Can this company actually do the work?"
Invest in professional project photography organized by project type with before, during, and after shots. Every completed project is a marketing asset. Even phone photos with good lighting are better than stock images.
One generic "remodeling" page covering all project types
Google cannot rank a single page for "kitchen remodel contractor Kirkland," "bathroom remodel company Bellevue," and "whole home renovation Seattle" simultaneously. A generic remodeling page competes for everything and ranks for nothing. Meanwhile, a remodeler with dedicated pages for each project type captures search traffic across every category because Google can match the right page to the right query.
Build dedicated pages for each project type: kitchen, bathroom, whole-home, additions, basement finishing. Each page gets its own keyword targets, portfolio section, and conversion path.
Industry data
Remodelers marketing benchmarks
Average CPC
$25–$60
Remodeling CPCs run $25 to $60 per click. Kitchen and whole-home remodel keywords sit at the top of that range due to project value and competition.
Target cost per lead
$150–$400
Remodeling leads are expensive to acquire but carry the highest project values in home services ($50K to $200K+). Pre-qualifying ad copy reduces wasted spend on low-budget inquiries.
Lead-to-close rate
10–20%
Remodeling companies with portfolio-driven websites and design consultation booking flows close at higher rates than those relying on generic contact forms.
Results
Remodelers clients we have worked with
Remodelers have the longest sales cycle in home services. Someone searching today might not sign for three months. Your marketing has to nurture that entire journey, not just capture the first click.
Eastside Kitchen & Bath: portfolio-first site now drives qualified remodel inquiries.
Remodeling CPCs run $25 to $60. At those rates, every click needs to land on a page that pre-qualifies the homeowner.
100+
Five-star reviews
2018
Founded
9
In-house team
0
Outsourced work
What we offer
Services for remodelers
SEO
Project-type service pages targeting high-value searches like "kitchen remodel cost [city]," "whole-home renovation contractor," and "bathroom remodel before and after." We build cost guide content that captures research-phase homeowners planning $50K to $200K+ projects, filtering out small job inquiries before they reach your inbox.
Google Ads
Campaigns segmented by project type (kitchen, bathroom, whole-home, ADU) with budget-qualifying ad copy that mentions project minimums. Landing pages feature portfolio photos, design consultation CTAs, and financing options. This structure pre-qualifies clicks so you spend $25 to $60 per click on homeowners ready to invest, not browsers comparing paint colors.
Web Design
Portfolio-first sites organized by project type with high-resolution before/after galleries, project cost ranges, and design process timelines. Remodeling buyers are the most research-intensive in home services. They compare 3 to 5 contractors online before calling anyone. Your site needs to close the trust gap in the first scroll.
GEO
Remodeling is a long-cycle decision where AI research plays a growing role. Homeowners ask ChatGPT "best kitchen remodeler in [city]" and "how much does a bathroom remodel cost." We structure your portfolio, reviews, and project data so AI engines cite your company with specific project examples and price ranges.
FAQ
Remodelers marketing FAQ
The best remodeler marketing strategy combines a portfolio-driven website organized by project type, Google Ads with pre-qualifying ad copy, and SEO targeting keywords like "kitchen remodel contractor [city]." Integrity Marketing manages 8+ active remodeler accounts across the Seattle and Boise markets.
Most remodeling companies invest $3,000 to $8,000 per month across Google Ads spend and management fees. Remodeling CPCs run $25 to $60 per click, so budget efficiency matters. Integrity Marketing structures campaigns to pre-qualify clicks and reduce wasted spend on low-value inquiries.
Pre-qualify prospects through Google Ads copy that mentions project minimums, dedicated landing pages per project type, and a professional portfolio. Integrity Marketing helps remodelers attract $50K+ projects by targeting design-conscious homeowners through cost guides and visual content.
SEO works well for remodeling companies because most competitor websites have thin content and poor technical setup. Integrity Marketing typically sees ranking movement within 6 to 12 months for remodelers. Project-type pages targeting "bathroom remodel [city]" and similar terms drive consistent organic leads.
Google Ads can generate design consultation requests within 2 weeks of launch. SEO takes 4 to 8 months for meaningful ranking movement. At Integrity Marketing, we recommend running both so paid campaigns deliver leads immediately while organic rankings build over time.
Houzz works as a supplement but should not be your primary lead source. You compete against hundreds of profiles with no control over positioning. Integrity Marketing helps remodelers build their own website, SEO, and Google Ads presence for leads they fully own and control.
Add clear calls to action on every page, create a dedicated consultation booking page, build portfolio pages organized by project type, and display trust signals like reviews and certifications. Integrity Marketing drives traffic to these pages through SEO and Google Ads campaigns.
What works for remodeler marketing? A portfolio-driven website organized by project type, Google Ads with qualifying language, SEO targeting "[project type] remodel [city]" keywords, and content around cost guides and timelines.
Related reading
Remodelers marketing insights
Ready to grow your remodeler business?
Tell us where you're at and we'll show you what's possible.