Materials searches outnumber jobs
“R-30 insulation price”, “spray foam kit”, “how much insulation do I need”. Homeowners doing math, not hiring. Google serves your ad anyway.
Nobody wakes up wanting insulation. They want a lower bill and a cooler bedroom. We bid on that.
Insulation gets searched when the summer bill arrives or the upstairs won’t cool. Clicks cost $8 to $25, and most of the traffic is someone comparing R-values or pricing rolls of fiberglass for a weekend project. The spray foam equipment alone makes a wasted month painful.
We build campaigns by material and by the problem the homeowner is feeling, run the rebate and energy-audit angle where it works, and track every estimate to a signed job.
Jobs from $2k to $15k, spray foam at the top. The upside is real. So is the waste, and here’s where it usually comes from.
“R-30 insulation price”, “spray foam kit”, “how much insulation do I need”. Homeowners doing math, not hiring. Google serves your ad anyway.
Calls spike in July and January and go quiet in between. A static budget misses the spikes and wastes the lulls.
The guy with a blower and a truck bids “attic insulation” at half your price. Your ads have to sell air sealing, warranty and the energy result, not just the R-value.
Campaigns by job type: Attic blown-in, spray foam, crawl space and rim joist, wall injection, removal and remediation, commercial and new construction. Separate bids for each.Bid on the symptom: “Upstairs too hot”, “high electric bill”, “cold floors”. Cheaper searches, strong intent, and most contractors never bid on them.Rebates as the hook: Utility rebates and federal tax credits in the ad and on the page, with the paperwork handled. It beats a discount and costs you nothing.Track to the install: Call tracking plus Jobber, Housecall Pro or JobNimbus so Google learns from scheduled installs, not estimate requests.Examples from insulation accounts. The real lists run to hundreds of terms and get reviewed every week.
Your account is run by two PPC pros with 20+ years each. No handoff to a coordinator juggling 35 accounts.
Not quarterly. Not “when the algorithm settles”. Every week, by hand, so the junk never gets a chance to pile up.
Your Google Ads account, your data, your tracking, from day one. Leave anytime and take it all with you.
Who likes 12-month contracts? We don’t. We earn the next quarter by making the last one pay.
Most companies run well on $3k to $7k a month, heavier in peak heat and cold months. Spray foam operations with bigger tickets can justify $10k. We size the budget to your crew count.
No. One insulation company per metro. Your symptom keywords, your rebate pages and your bidding data stay yours.
Some. Builders and GCs search less and refer more, but “commercial spray foam contractor” searches exist and pay well. We run them in a separate campaign and tell you honestly what it produces.
Clicks at $30 to $80. Materials and crews eat most of the job. The ads can’t afford to miss.
How we run it →A small niche with a lot of Amazon in it. Precision matters more than budget.
How we run it →It rains, the phone rings, the franchises bid. Be ready before the storm, not after.
How we run it →Lead vendors sold you the same name three times. Your own ads don’t.
How we run it →Talk to a senior PPC expert who has run insulation accounts. Never a junior.