LeadGulls is a PPC management agency for home improvement businesses in New York — we build Google Ads campaigns around one outcome: qualified homeowners requesting estimates.
We filter out low-intent searches, structure bids around your service areas across NYC, Long Island, Westchester, and upstate New York, and track phone calls and quote requests separately so you know exactly what your ad spend is producing.
Average rebuild time from audit to live campaign
Negative keywords added to every new NY home improvement account
Phone calls and quote requests reported separately from weak form fills
Bids structured by borough, county, and service radius — not flat state targeting
The most expensive mistake in home improvement PPC is running one campaign for every search query. A homeowner in Queens searching "kitchen remodel cost New York" and someone searching "home improvement jobs NYC hiring" are not the same person — and serving them the same ad at the same bid burns budget on traffic that was never going to call. We've taken over New York contractor accounts where more than half the monthly spend was going to job seekers, DIY researchers, and out-of-area clicks. That money does not come back.
The second problem is attribution. Most home improvement businesses get their best leads by phone — a homeowner finds the ad, calls directly, and books an estimate. If your current PPC setup is only tracking form fills, you're optimizing toward a fraction of your actual conversions and making budget decisions based on incomplete data. We set up call tracking, direction clicks, and quote form completions as separate conversion actions from day one, so the campaign optimizes toward what actually produces revenue.
If a previous agency told you PPC "doesn't work" for your home improvement business in New York, the issue was almost certainly the campaign structure — not the channel. Our home improvement marketing approach fixes both problems before we touch the bids.
We build campaigns around the searches that produce calls — "roof replacement cost Queens," "bathroom remodel contractor Brooklyn," "HVAC installation estimate Long Island." DIY, rental, job, and wholesale queries are excluded before a dollar gets spent. Every ad group is matched to a specific service type and borough or county — not thrown into one broad campaign.
If your current campaigns are running but not producing booked estimates, we find out why. Most audits surface the same issues: broad-match keywords without negative lists, one ad group for every service, no call tracking, and bids set for a national audience instead of your actual service radius. We fix the structure before we touch the spend.
Phone calls are the primary lead type for most New York home improvement companies. We set up call tracking, quote form completions, and direction clicks as separate conversion actions — so Google's algorithm optimizes toward real leads, not just clicks. Most accounts we inherit are counting every click as a conversion. That produces impressive reports and empty schedules.
Google Local Service Ads appear above standard paid search results for home improvement searches in New York. For licensed contractors — roofing, HVAC, plumbing, electrical — LSA verification gives you a placement that suppresses unverified competitors. We manage LSA setup, verification, and bid management alongside your standard Google Ads campaigns so both placements work together. Learn more about how we structure PPC across multiple placements.
We use Meta to retarget homeowners who visited your site but didn't call — running project photography and seasonal offers to audiences who already know your company. For home improvement businesses in competitive New York markets, retargeting is where a significant portion of booked estimates come from on a second or third exposure.
Sending paid traffic to a homepage kills conversion rates. We build or optimize dedicated landing pages for each service type — roofing, kitchen, bathroom, HVAC — with phone CTAs above the fold, fast load times, and trust signals built for New York homeowners. A better landing page compounds every improvement you make to the campaign itself.
Running Google Ads against the same keywords your SEO already ranks for costs money you don't need to spend. We map your organic rankings and adjust paid search to fill the gaps — targeting high-intent service queries where you're not yet on page one while pulling back spend where organic is already winning. See how we coordinate Google Ads and SEO for home improvement companies.
You get a monthly report showing calls, quote requests, cost per lead, and campaign-level performance by service type and location. No traffic graphs without context. If a campaign is underperforming, the report tells you what changed and what we're testing next — not just what the numbers were.
| Criteria | LeadGulls | In-House | Generic Agency |
|---|---|---|---|
| Time to live campaign | Audit in 5 days. Rebuilt and live in 2 weeks. | 4–6 months before meaningful output | 2–3 weeks — rarely contractor-specific |
| Negative keyword depth | 200+ home improvement exclusions from day one — DIY, jobs, wholesale, materials | Built slowly if at all | Generic home services list — misses contractor-specific waste |
| Call tracking setup | Calls, quote forms, and direction clicks tracked as separate conversion actions | Depends on skill level — usually form fills only | Often tracks all actions as one conversion — distorts optimization |
| NY service-area targeting | Bids structured by borough, county, and drive-time radius from your base | Flat radius or state-wide — wastes budget on out-of-range leads | DMA targeting — too broad for most NY contractor service areas |
| Who manages your account | Same strategist from kickoff through month twelve | You | Senior closes, junior runs — account manager rotates every 6–9 months |
| Reporting | Calls, quotes, cost per lead, and service-area breakdown monthly | Depends on tools available | Traffic and impression reports — rarely tied to booked estimates |
| Pricing structure | Flat retainer — no percentage-of-spend billing | Full salary + benefits — $55,000–$80,000/year | Often percentage-of-spend — more budget means more agency revenue regardless of results |
| Contract terms | Month-to-month after 3-month setup period | Full employment notice period | 12-month contracts standard — exit clauses are rare |
A remodeling contractor in Westchester came to us after twelve months with their previous agency. Their Google Ads account had one campaign, one ad group, and broad-match keywords covering every variation of "home improvement New York." Search terms showing up included "home improvement shows NYC," "home improvement apprenticeships," and "free home repair programs." Roughly 40% of their monthly budget — around $1,200 — was going to searches with zero purchase intent. We restructured the account into four service-specific campaigns, added 230 negative keywords, and set up call tracking for the first time. Within six weeks, their inbound estimate calls had doubled on the same monthly budget.
LeadGulls holds active Google and Meta partner certifications — which means our team stays current when platform bidding strategies and match type behavior changes, not six months after. According to Search Engine Land's analysis of broad match keyword behavior, campaigns without maintained negative keyword lists routinely lose 30–50% of budget to irrelevant queries — consistent with what we find in most home improvement account audits.
We're a registered and licensed agency based at 350 Seneca Hill Dr, Toronto, Ontario, Canada. We run campaigns for home improvement businesses across New York — from contractors in Manhattan and Brooklyn to remodelers in Buffalo, Albany, and Rochester. Same strategist manages your account throughout. No junior handoff after the kickoff call.
Most PPC agencies report on what is easy to measure — clicks, impressions, cost per click. None of those metrics have a reliable relationship to booked estimates for New York home improvement companies. We report on calls, quote requests, and cost per lead. If those numbers move, your business moves. If they don't, something is wrong and we address it — not in the next monthly report, in the current week.
We do not run percentage-of-spend billing. That model gives agencies a financial incentive to increase your budget regardless of whether the leads justify it. Our flat retainer means we make the same amount whether your ad spend is $3,000 or $8,000 per month — so our only incentive is campaign performance, not budget growth.
We work with home improvement businesses across New York as well as contractors in Canada, the UK, and across Europe. The New York market is competitive — Google CPCs for roofing, remodeling, and HVAC searches in NYC run significantly higher than in most other US metros. That means campaign structure, negative keyword management, and conversion tracking matter more here than in smaller markets, not less. We've built accounts that work at those CPC levels. We know where the wasted spend hides.
New York home improvement companies running Google Ads and collecting lead data from US visitors operate under CCPA requirements for California residents and FTC guidelines on advertising disclosure — including any before-and-after project content used in paid campaigns. For clients running retargeting across multiple states, we structure audience lists and consent mechanisms to reflect those requirements from day one. LeadGulls operates under PIPEDA as a Canadian-registered agency, and we handle all client campaign data in compliance with the applicable jurisdiction. We do not share lead or campaign data with third parties, and we do not retain contact information beyond the active engagement.
Google's Performance Max campaigns have become increasingly difficult to control for local home improvement contractors through early 2025. In New York accounts we've audited this year, PMax is regularly serving contractor ads against job listing searches, material supplier queries, and out-of-service-area locations — behavior that has gotten worse since Q4 2024. We've moved most New York home improvement clients back to standard Search campaigns with manual CPC or tCPA bidding, where we can see exactly which search terms are triggering ads and exclude problem queries immediately.
Google Local Service Ads have become more competitive in the New York metro area across roofing, HVAC, plumbing, and electrical categories through 2025. The LSA verification requirement is now filtering out a larger share of unverified competitors — which means verified contractors are seeing better lead quality from LSA than in previous years, but the cost per lead through LSA has risen in Brooklyn, Queens, and Manhattan specifically. Running LSA and standard Search together with coordinated budgets is producing the best overall cost-per-booked-estimate we've seen for NY contractors right now.
After the initial audit, most campaigns are rebuilt and live within two weeks. Qualified inbound calls and quote requests typically start appearing within the first 2–4 weeks as the negative keyword list takes effect and conversion tracking starts feeding the right signals to Google's algorithm. Accounts that haven't had proper call tracking before often see an immediate improvement in lead quality even before campaign structure changes take full effect.
Most single-location home improvement contractors in the New York metro area need a minimum of $2,500–$4,000/month in ad spend to run competitive Google Ads campaigns — CPCs for roofing, remodeling, and HVAC searches in NYC run higher than in most US markets. Multi-location or trade-specific operations typically run $5,000–$12,000/month across all campaigns. We will tell you on the first call if your budget is below what the market requires to generate consistent leads — we would rather decline than underperform.
We work with roofing contractors, general remodelers, kitchen and bathroom specialists, HVAC companies, plumbers, painters, flooring companies, and landscapers across New York — from Manhattan and Brooklyn to Long Island, Westchester, and upstate markets including Buffalo, Rochester, Albany, and Syracuse. The campaign structure differs by trade and service area, and we build it specifically rather than applying a generic home services template.
We set up call tracking, quote form completions, and direction clicks as separate conversion actions in Google Ads — so the monthly report shows calls and booked estimates, not just traffic numbers. For clients who share appointment or CRM data, we can import offline conversions to connect ad spend directly to completed jobs. If a campaign is producing clicks but not calls, we find the gap in the structure and fix it — we don't optimize toward a metric that isn't producing revenue.
Someone from our team responds within one business day to schedule a 20-minute call. No prep required on your end — we look at your current campaigns, service area, and what's not working. If there's a clear fit, we put together a proposal within 48 hours. If your budget or situation isn't a match for what we do, we'll say so on that first call.
Most home improvement businesses that hire us are established contractors doing $400,000 or more in annual revenue, with a marketing budget of $3,000 or more per month, and a need to grow their inbound estimate pipeline. They've usually run Google Ads before — either in-house or through a previous agency — and ended up with clicks but not calls. If that's where you are, a 20-minute conversation will tell us both whether there's a structural problem worth fixing and whether we're the right people to fix it.
When you reach out, someone from our team responds within one business day to schedule a 20-minute call. No prep required. We review your current PPC setup, tell you what we'd fix, and send a proposal within 48 hours if there's a clear fit. If there isn't, we'll tell you that too.