Let’s talk about a common myth we hear a lot from home improvement business owners: “Marketing is easy, anyone can do it!” Spoiler alert: It’s not.
Running a home improvement business is tough, I get it. You’re juggling tools, suppliers, schedules, clients, health and safety regulations and maybe even the occasional DIY disaster. So when someone suggests that running Google Ads is just a matter of typing a few keywords, clicking “Go,” and waiting for customers to come knocking—well, it sounds like a dream, right? How hard could it really be?
The Google Ads Illusion: It’s More Than Just Keywords
Sure, on the surface, Paids Ads look like a breeze. You pick some keywords like “best home remodeler” or “fix my leaky roof ASAP” and hope your phone starts ringing. Easy peasy? Not so fast.
Google Ads is not just about keywords. It’s about showing your ad to the right person, at the right time, with a message that makes them want to click. And believe me, your customers don’t wake up every day thinking, “Hmm, let me search for an electrician for fun!” They’re searching because they have a need right now—whether it’s fixing a draughty window or finally remodelling that outdated kitchen. Your job is to make sure they find you, not your competitors.
You’re Not Paying for Clicks, You’re Paying for Quality Clicks
This is where a lot of business owners miss the mark. Getting clicks is easy. (Who doesn’t like shiny ads?) But getting the right kind of clicks—the ones that turn into actual paying customers—that’s where the magic happens. The delicate balancing act between cost-per-click (CPC) and lead quality is not for the faint of heart.
Too many irrelevant clicks? Say goodbye to your marketing budget faster than you can say “blackout blinds.” You need someone who can filter out the window shoppers from the serious buyers, which is way more complex than picking keywords and setting a budget.
Seasonality—Because No One Is Thinking About Their Deck in December
Let’s talk about timing. Seasonality is huge in home improvement, yet it’s one of those things a lot of people forget when they jump into marketing. Your customers aren’t always thinking about that deck upgrade or installing new energy-efficient windows, especially in the dead of winter.
Understanding when people are searching for specific services and when they’re just browsing Pinterest for ideas is critical. A good marketing expert knows how to track market demand, when to push promotions, and when to scale back. Otherwise, you’re just shouting into the void—or worse, running ads for pool installations in the middle of a snowstorm.
The Optimization Game: There’s No ‘Set It and Forget It’
I wish I could say you can just set up your Google Ads, grab a coffee, and watch the leads roll in while you’re out building decks and fixing roofs. But, no. That’s not how this works.
Optimisation is an ongoing game. It’s not a “set it and forget it” situation. We’re talking about testing different headlines, analysing what works (and what doesn’t), adjusting your bids, and constantly tweaking your targeting. It’s a process that evolves over time—and no, Google doesn’t send you a friendly reminder to make those tweaks. This is why you need someone who lives and breathes this stuff.
Leave Google Ads to the Pros
Look, you’re great at what you do. You know how to build homes, remodel kitchens, and fix all the things that people don’t even realise are broken. So why waste your time trying to master the ins and outs of digital marketing?
At the end of the day, running effective Paid Ads isn’t about keywords—it’s about strategy, precision, and constantly adapting to stay ahead of the competition. It’s a full-time job, and unless you’ve got hours to spare every day (which I’m guessing you don’t), it’s best left to the experts.
Focus on what you do best—making homes beautiful—and let the marketing pros handle the rest. After all, you wouldn’t let an amateur rewire your kitchen, so why take chances with your business?
