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Why This Service is Different for Home Improvement
Home improvement is a high-ticket, high-consideration market. A homeowner searching "double glazing cost" is three months from buying. One searching "window fitters Bristol" is ready this week. Most PPC agencies cannot tell the difference and your budget pays for that gap.
Generic campaign structures built on broad match keywords pull in research traffic that never converts. We have seen it consistently: high click volumes, low enquiry rates, rising cost per lead. The fix is not more spend. It is tighter intent targeting, product-specific ad groups and landing pages built around what a homeowner in your area actually wants to see before they pick up the phone.
Our campaigns are structured around the way home improvement buyers search by product, by location and by stage of intent. For Lomax & Wood, that approach produced results the previous agency could not:
- Conversion rate increased from 0.13% to 5.35%
- Enquiries grew from 187 to 622 — up 332%
- Cost per acquisition fell from £269.29 to £68.61 — a 75% reduction
- Monthly ad spend reduced by £7,638 while delivering significantly more enquiries
That is the difference between a campaign built for your sector and a generic account structure.
What is Included
Google Search — High-Intent Local Campaigns Campaigns targeting the searches that signal buying intent: product plus location, installer searches, quote-request terms. Not broad category terms that attract window-shoppers.
Campaign Structure by Product Category Separate ad groups for windows, doors, kitchens, bathrooms, conservatories and any other product lines you run. Generic campaigns mix audiences and dilute Quality Scores. Structured campaigns do not.
Negative Keyword Management We systematically exclude searches that generate clicks but not enquiries DIY terms, trade supplier searches, brand research. This reduces wasted spend from day one.
Landing Page Alignment Ad copy and landing pages must match. If they do not, homeowners bounce and your Quality Score suffers, raising costs. We review and recommend landing page improvements as part of campaign management.
Remarketing to Mid-Cycle Homeowners Home improvement buying cycles last months. Remarketing keeps you visible to homeowners who visited your site but did not enquire, targeting them with relevant ads as they continue researching.
Monthly Reporting Tied to Enquiries You receive a monthly report showing cost per enquiry, conversion rate, enquiry volume and spend efficiency. Clicks and impressions are context, enquiries are the measure.
Get a straight assessment of what your PPC could be doing.
If your Google Ads account is generating clicks but not enquiries, or your cost per lead has been creeping up, we will audit it and tell you exactly what needs to change. No obligation.
Purplex manages PPC for window, kitchen, bathroom and home improvement businesses across the UK with proven results and over 20 years of sector experience.
Our 5-Step PPC Management Process
Step 1
Audit
We start every campaign with a full audit. Tracking is checked, wasted spend is highlighted, and your account structure is reviewed. This shows us quick wins in search terms, bidding and conversion tracking before we launch new activity.
Step 2
Build
Our team builds campaigns that align with your goals. This includes keyword research, ad copy, ad extensions, negative keyword lists, and budget allocation. The build stage sets the foundation for profitable PPC management.
Step 3
Test
Testing improves performance over time. We A/B test ad copy, landing pages, and calls to action to raise conversion rates and lower CPA. Continuous testing is central to effective pay per click advertising.
Step 4
Optimise
Once campaigns are live, we optimise every week. This includes adjusting bids, reviewing search term reports, updating audiences, and refining Performance Max asset groups. Regular optimisation keeps costs under control while improving lead quality.
Step 5
Report
Clear reporting gives you the metrics that matter: CPA, ROAS, conversion rate and assisted conversions. Reports include actions, not fluff, so you know exactly how pay per click advertising is performing.
Is PPC worth it for home improvement companies?
PPC can be one of the fastest ways for a home improvement company to generate enquiries but only when campaigns are structured around how homeowners actually search and buy. These answers cover costs, timescales, keyword strategy and how to measure whether your spend is working.
Get a bespoke PPC advertising proposal todayHow quickly does PPC generate leads for a home improvement company?
Google Ads can generate enquiries within days of a campaign going live. The speed depends on your market, budget and how competitive your local area is. Unlike SEO, there is no waiting for rankings to build, you are visible immediately for the searches you target. Most Purplex clients see their first enquiries within the first week of a new campaign
How much should a home improvement company spend on Google Ads?
There is no single figure, but most home improvement businesses running effective Google Ads campaigns invest between £1,500 and £5,000 per month in ad spend, depending on product range and location. The more relevant your campaign structure and landing pages, the lower your cost per enquiry, spend level alone does not determine results. We assess your market before recommending a budget.
What keywords should a home improvement company bid on?
The highest-value keywords combine your product category with a location or buying signal "kitchen fitters Manchester", "window replacement quote Bristol", "bathroom installers near me". Broad category terms like "new windows" or "kitchen ideas" generate high click volumes but low conversion rates. We build campaigns around intent, not volume, which is why our clients see lower cost per enquiry than industry averages.
Why is my home improvement Google Ads campaign not generating enquiries?
The most common causes are broad match keywords pulling in irrelevant traffic, landing pages that do not match the ad's promise, and campaign structures that mix multiple product categories into a single ad group. Each of these can be identified and fixed through a structured audit. If your conversion rate is below 3% on search campaigns, something in the campaign structure or landing page experience is costing you enquiries.
Should home improvement companies use PPC alongside SEO?
Yes. PPC and SEO serve different parts of the buying cycle and work better together. PPC captures homeowners who are ready to enquire now. SEO builds visibility for homeowners in the earlier research stage and generates enquiries at lower long-term cost. Running both means you are not fully exposed to rising ad costs, and your total enquiry volume is more predictable. We manage both in-house for most of our home improvement clients.
Latest Pay Per Click Advertising Case Studies
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DW Windows Digital Marketing Achieves 41% More Verified Leads in One Year
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What Our Customers Say
“They’re just a really nice team to work with – it’s like an extension of our own team. Or even, more so – it’s LIKE they’re our own team.”
What Our Customers Say
“Everyone that I’ve spoken to within Purplex has been really friendly, very helpful and they all have a great all-round knowledge of the industry – you’re not spending loads of time and effort having to train people.”
What Our Customers Say
“Purplex in my experience have done really good work in SEO, the increase in website visits, click throughs and eventual orders is up is about 50% up on last year, so the website is really, really working.”
What Our Customers Say
“It’s been an amazing transformation in terms of not only the growth of the business in terms of orders-in, but profitability as well.”
What Our Customers Say
“Dekko has grown from £6m to £25m over the last 12 years and we simply couldn’t have achieved it without Purplex. Our brand is well recognised and the exposure we get through the press, social media and online consistently puts us in front of good quality prospects.”
Kurt Greatrex
Managing Director, Dekko Window Systems
What Our Customers Say
“I use Purplex Marketing for my company’s PR, digital and creative requirements and have always found them to be diligent, proactive and efficient. They are open to learning in-depth about our products, have a good understanding of our industry and take on board feedback which makes it easy to work with them.”
Charlotte Hawkes
Head of Marketing, Edgetech
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How do we work?
We are as flexible as you need us to be. We can work on a one-off project, such as a new website or product launch, or become an extension of your business, partnering with your team to deliver long-term growth. Either way, you’ll have access to a highly experienced team and the worlds most advanced marketing technologies.
Get in touch and start your journey today!
