Key takeaways
- The account, the billing, the conversion actions and the call tracking numbers should all be in your company's name.
- Make the qualified consultation the main conversion, and import signed projects from your CRM as they close.
- Pace spend to your production calendar: more in planning season, less when crews are booked months out.
- A useful monthly report shows the work done and cost per qualified consultation, not a page of impressions.
Google Ads management for a remodeling company has two jobs: put your finished kitchens and baths in front of homeowners who are ready to talk to a contractor, and prove which clicks became qualified consultations and signed projects. Both should happen inside an account you own, paid with your card, holding your data.
What management includes
- Campaigns split by room and scope. Kitchens, bathrooms, cabinet and countertop installs and full renovations each get their own budget, so cheap bathroom clicks do not starve the kitchen work you want more of.
- Keyword and negative keyword work, weekly in planning season. Ideas, DIY, retail cabinet and repair searches are blocked before they spend.
- Ads written for homeowners who are planning: your process, typical timelines, design help, financing if you offer it, and real project photos as image assets.
- A landing page for each room with finished projects, your process and a form that asks for the start window and budget range.
- Location targeting drawn around the drive to job sites, not one wide circle around the office.
- Conversion tracking built around the qualified consultation, with signed projects imported from Buildertrend, JobTread or your CRM as they close (Google's conversion help).
- Call tracking on ads only, with recordings and a recording notice at the start of each call, so you can hear how inquiries are handled (how call conversions work).
- Budget pacing by season and by backlog.
- Local Services Ads where your category and area qualify, including the move into Google Ads as Performance Max campaigns with pay-per-lead goals when your account switches (Google's transition notice).
- A change log you can read at any time.
Who owns what in a managed account
| Part | You own | We do |
|---|---|---|
| The account | Opened in your business name | Work in it as a user |
| Billing | Charged to your payment method | Recommend budgets |
| Changes | Every change visible in the account | Build, test and adjust campaigns |
| Results | History that stays with you | Report calls, booked jobs and cost per customer |
Who should own the account
You should own the Google Ads account, its billing and every conversion and phone number in it. The agency should be a user you can remove.
This matters more in remodeling than in quick-turn trades. Your account slowly learns which searches, ZIP codes and ads lead to signed kitchens, and with imported contracts that takes a full planning season to build. Lose the account and you lose that history, and the next agency starts the learning over in the most expensive months of the year.
A ten-minute ownership check:
- You can log in with your own email, without asking anyone.
- The payment method is your company's card or invoice, not an agency's.
- Your email has admin access. The agency is a standard user or a linked manager account you can unlink.
- The conversion actions count qualified consultations and signed projects, not page views or every call.
- The call tracking numbers live in an account in your name.
- Your main business number appears on your website, truck and yard signs. Tracking numbers appear only in ads.
If any box stays empty, fix that before you change anything else.
How we report
We report in qualified consultations and signed projects, taken from your CRM as well as from Google Ads. Clicks and impressions appear only when they explain a change.
| Line in the report | What it tells you |
|---|---|
| Qualified consultations, by campaign | Which rooms and searches fill your designer's calendar |
| Cost per qualified consultation | Whether each campaign is under the ceiling you set |
| Signed projects and contract value, by campaign of origin | The lagging number, updated as consultations from earlier months sign |
| Open pipeline | Consultations still waiting on a proposal or a decision, so a quiet month is not misread |
| Lead mix | How many inquiries were repairs, out of area or the wrong scope |
| Work done | Search terms blocked, ads tested, pages changed, budgets moved |
| Next priority | One item, with a date |
How it works
- Assess. You add us as a user, or we open a new account in your name. We review the last 90 days of search terms, listen to a sample of call recordings and compare both with the leads in your CRM.
- Prioritize. Tracking comes first, because every later decision depends on it. Then wasted spend, then landing pages. Each item gets a date, and planning-season changes are scheduled for early winter.
- Execute. We make the changes in your account and log them. The keyword guide for remodelers shows the kind of cleanup involved.
- Measure. Each month you get the report above. Each quarter we look at signed projects by campaign and agree where the next budget goes. The cost per lead guide explains how the ceiling is set.
How VETS Growth Marketing helps
We manage Google Ads for kitchen and bath remodelers in accounts the owner holds, with no long-term contract and work scoped as dated projects. The report counts what you care about: consultations worth the drive and projects that signed. For the wider plan across search, social and follow-up, see marketing for kitchen and bath remodelers. Bring your account login to a growth consultation and we will tell you who really owns it and what we would fix first.
Sources
- About conversion measurement, Google Ads Help
- Set up tracking calls to a phone number on a website, Google Ads Help
- Local Services Ads transition to Performance Max campaigns with pay-per-lead goals, Google Ads Help