Remodeling Marketing Ideas for Kitchen, Bath and Exterior Firms

The remodeling marketing ideas to start with cover pages, ads and tracking. Build a page for each project type you want more of. Run Local Services Ads where your category is offered, along with Google Search Ads. Add Facebook and Instagram ads for longer decisions, and track each signed project to its source. Together they carry a homeowner from a first search to a signed contract. That path often takes several visits across more than one channel.

This guide is for kitchen, bath and exterior remodeling firms, including larger replacement companies that run several product lines. It draws on research from Harvard's Joint Center for Housing Studies (JCHS) and Google's own documentation, plus how we approach remodeling marketing at ASP.

Where Remodeling Demand Comes From

Home improvement is a large market. In its March 2025 press release, JCHS reported that US home improvement and repair spending rose from $404 billion in 2019 to $611 billion in 2022. It said that spending was expected to stay above $600 billion through 2025. Homeowners spent an average of almost $4,700 on improvements in 2023.

Replacement work carries much of that spending. Projects such as roofing, windows and HVAC made up 49 percent of homeowner improvement spending in 2023. According to the full Improving America's Housing 2025 report, owners spent $46 billion replacing roofs that same year. They also spent $22 billion on windows and doors and $9 billion replacing siding. JCHS groups all of these as energy-related projects.

How a job gets paid for shapes the sale. Homeowners paid for 10 percent of their 2023 exterior replacement spending with home equity and 18 percent with insurance settlements. If you offer financing or handle insurance work, your pages should explain how it works in plain terms.

We have not found a primary source that tracks remodeling demand by season. Your own lead and project history, broken out by product line, is the better guide to when to push each one.

Key Takeaway: Replacement projects such as roofing, windows and siding carry a large share of homeowner spending. Part of exterior replacement spending is paid with home equity or insurance, so your pages should explain both.

Project Pages That Do the Selling

Remodeling buyers research before they call, so your website carries much of the sale. Build a page for each project type you want more of that buyers search for, such as kitchens, baths, siding or windows. Decide the order by demand first, then by what a signed project is worth, then by how strong the pages already ranking are.

A project page should answer the questions a homeowner has while deciding. Add cost breakdowns, side-by-side comparisons of materials or approaches, and galleries of finished projects from your own jobs. The details that make these pages useful come from you and your project leads. Examples are what drives the price in your market and what can change a job once work begins.

Our home service SEO work builds these pages in clusters, in order of what a signed job is worth rather than search volume. Fast replies matter as well, because a homeowner who asks for an estimate and hears nothing may move on to the next firm. Our speed to lead guide explains why.

Key Takeaway: Give each project type you want more of its own page, built with real costs, comparisons and photos from your own work.

Local Services Ads and Google Search Ads

Google's Local Services Ads categories in the US include bathroom remodeling, kitchen remodeling, general contractor, roofers, siding services and window repair services. But Google doesn't offer them in every area. Google screens every business before its ads run, and its screening and verification page has an entry for each category. Check whether your categories are offered in your area before you plan around them.

Google Search Ads reach the homeowner searching for a specific project right now, such as a bathroom remodel or replacement windows. Group campaigns by project type so each ad leads to the matching page, and put more budget behind the projects with the best value per signed job. Our PPC management page covers how we run search campaigns against booked jobs.

Keep your Google Business Profile current with the project types you do and photos of finished work. Our local SEO guide for home service businesses has the details. Ask every customer for a review the same way when the project wraps up, with a link in your follow-up text or email. Google's review policies prohibit offering free or discounted goods or services in exchange for reviews. The FTC's rule on fake reviews and testimonials bans fake reviews and incentives tied to a positive or negative review. Don't set quotas or script what customers say, either.

Key Takeaway: Use Local Services Ads where your category is offered and Search Ads split by project type. Keep a profile and reviews that hold up when buyers check you.

Facebook and Instagram Ads for Remodeling

Facebook and Instagram ads fit remodeling because the decision takes weeks. That gives photos and video of finished projects time to work. The offer should match a long decision, such as a design consultation or a real estimate.

The order of the work matters. Search should already be catching the demand that exists before Meta gets more budget. Retargeting homeowners who visited your project pages without calling goes live before any spend on cold audiences. Once you have lead and customer data, lookalike audiences built from real buyers make cold audiences worth testing.

Creative should come from your own projects. Examples include before-and-after sequences, a walk-through of a finished kitchen or bath, and a project lead answering a question homeowners ask every week. Shoot vertical video for feeds and Reels rather than cropping landscape footage. Our Meta ads management page covers how we build these accounts.

Key Takeaway: Run Facebook and Instagram after search is working, start with retargeting, and offer the consultation or estimate that a long decision calls for.

Marketing a Larger Remodeling Firm

Remodeling is still a fragmented business. In the 2017 Economic Census, the 50 largest firms held under 8 percent of general remodeler receipts. By 2023, the number of general remodelers with payrolls passed 125,000. Even so, general remodelers with revenues of at least $2.5 million grew their share of industry receipts from 45 percent in 2007 to 57 percent in 2017.

JCHS says specialty replacement firms are driving that concentration. Companies focused on roofing, siding, windows and quick-turn bath remodels made up 57 percent of the top 500 remodelers in 2023, up from 43 percent in 2013. For a firm like that, marketing runs as a volume system by product line, with each line tracked to signed jobs.

Crews set the ceiling. In 2023, 64 percent of residential remodelers reported some or serious shortages of skilled trade subcontractors, according to an NAHB survey cited by JCHS. That is why we weight the budget toward the project types your crews and subcontractors can deliver. Meta can also run hiring as its own campaign with its own budget, kept separate from lead generation.

Roofing and other exterior firms with storm-driven demand can add StormFront, our weather-triggered content product.

Key Takeaway: Larger and specialty replacement firms should market each product line as its own system, sized to what crews and subcontractors can deliver.

Tracking Signed Projects

A remodeling buyer may find you through a search, click an ad a week later, and call after a neighbor mentions your name. Capture each lead's source with call tracking and form fields, carry it into your CRM, and report signed projects and revenue by channel instead of lead counts. Our guide to marketing attribution explains how those pieces fit together.

The right model depends on size. For firms between $1 million and $3 million in revenue, compare first-touch credit with last-touch credit. First-touch credit goes to the channel that introduced the buyer. Last-touch credit goes to the channel just before they booked. The gap shows which channels introduce buyers and which close them. Between $3 million and $10 million, a simple multi-touch model becomes worth the effort.

Where your CRM supports it, signed revenue is sent back to Google Ads as an offline conversion, so bidding follows the projects that close. ASP is a Housecall Pro Affiliate, and if you run Housecall Pro, we set up attribution inside it. Set the budget by working back from what a signed project is worth, not from a flat monthly number. Our marketing budget calculator helps with the math.

Your project galleries, videos and written content stay yours, along with your website, domain, Business Profile, ad accounts and CRM records. You pay Google and Meta from your own accounts, ASP never marks up that spend, and there is no exit fee. Organic SEO is included from Foundation up, and paid media management is included from Growth up, and What You Own has the full list.

Key Takeaway: Report remodeling marketing by signed projects and revenue per channel, using the attribution model that fits your size.

Frequently Asked Questions

What are good remodeling marketing ideas?

Build a page for each project type you want more of, with real costs, comparisons and photos of your own work. Run Google Search Ads by project type and Local Services Ads where your category is offered. Add Facebook and Instagram ads for longer decisions, and track every lead to a signed project so you can see which channel earns more budget.

How do remodeling companies generate leads?

Remodeling leads can come from search, ads and referrals, and a buyer may touch more than one before calling. Project pages and Search Ads catch homeowners who are ready to look, while Facebook and Instagram keep finished work in front of people still deciding. Tracking each lead's source in your CRM shows which of these produces signed work.

Do Facebook ads work for remodeling companies?

Remodeling is one of the jobs Facebook and Instagram suit well. The decision takes weeks, so finished-project photos and video have time to do their work. Start by retargeting people who already visited your project pages before spending on cold audiences, and make the offer a design consultation or a real estimate.

Can remodelers run Local Services Ads?

Yes, in many cases. Google's Local Services Ads categories in the US include bathroom remodeling, kitchen remodeling, general contractor, roofers, siding services and window repair services. Google doesn't offer them in every area, and it screens every business before ads run, so check eligibility for your categories and location first.

How much should a remodeler spend on marketing?

Work back from what a signed project is worth to you rather than starting from a flat monthly number. A high-ticket job can still pay even with a higher cost per lead. Our marketing budget calculator helps with the math, and ad spend is paid directly to the platforms from your own accounts.

Do you work with roofing, siding and window companies?

Yes. Exterior replacement firms run on the same method, with their own product lines and calendars. Each product line gets its own pages, campaigns and tracking to signed jobs. Roofing companies with storm-driven demand can also use StormFront, our weather-triggered content product.

Which attribution model should a remodeling firm use?

It depends on size. Between $1 million and $3 million in revenue, compare first-touch and last-touch credit, because the gap shows which channels introduce buyers and which close them. Between $3 million and $10 million, a simple multi-touch model becomes worth the effort. Either way, report signed projects and revenue by channel, not lead counts.

Where to Start

Start with the product lines you most want to grow and the crews you have to deliver them. Make sure each line has a page worth reading. Check which Local Services Ads categories are offered in your area. Then put tracking in place before you add Facebook spend. If you want a clear read on which channels are producing signed projects today, run the Growth Diagnostic or book a call with ASP.