How Much Should a Home Improvement Company Spend on Ads?
Work backwards from the jobs you want. Not from what feels comfortable to spend.
The math, in four lines
- How many extra jobs do you want a month? Say 3.
- How many leads do you need to close one job? For high-ticket work, often 10 to 15. Say 12.
- So you need 36 leads.
- At $40 to $100 per lead, that is $1,440 to $3,600 a month in ads.
If your average job is $25,000, three jobs is $75,000 in sales from a few thousand dollars in ads. That is the whole case for advertising. It only works if the leads are real and someone calls them back fast.
What moves cost per lead
- Your photos. Real projects beat stock every time.
- Your offer. "Free 3D design" beats "Contact us".
- Your form. Two good questions filter better than ten.
- Your area. Big metro areas cost more per lead and have more buyers.
What moves close rate
Speed. Call within five minutes and you will talk to most of your leads. Call the next day and you will talk to a few. We set up instant text alerts for this reason.
Try your own numbers
Our calculator on the home improvement page lets you put in your job size and budget and see the range. It is math, not a promise, but it will tell you if ads make sense for you.
Get a free lead plan.
Budget, channels and expected leads for your business.