Why Most Remodeling Contractors Waste Their Ad Spend (And How Retargeting Fixes It)

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So getting people to your website is only half the battle.
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As a remodeling company, you can invest in advertising, you can generate traffic, and still miss the real objective, which is turning qualified visitors into paying clients.
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And this is where retargeting comes in, and it's why retargeting is so important.
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Because not every homeowner is ready to call, request a quote, or schedule a consultation the first time they visit your site.
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So retargeting gives you another opportunity to stay in front of those projects and those prospects to reinforce your message and bring them back when they're ready to take that next step.
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So the key here is to be intentional.
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You need to understand how prospects make their decisions and then build ads that earn attention and measure performance closely enough to know what is actually working.
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So I'm going to go over some strategies with you today to help you strengthen that process and convert more website visitors into clients.
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Understand this the customer journey and the retargeting touch points along the way are super critical.
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That the decision process for that homeowner is not a one-and-done process.
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It is a journey.
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And so that's what I want to really cement for you.
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So before you build a retargeting strategy, you need to understand how those homeowners make a decision, why they decide to remodel, what they're trying to solve, and what concerns they have before they ever hire a contractor.
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The factors that matter most when they're comparing one remodeling company against another, these are some of the things that you need to be considering as part of this process.
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These questions matter because retargeting is only going to be effective when the message matches the prospect's position in the buying process.
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A homeowner who's still researching options may need a much different message than someone who's already reviewed your services and is considering getting that estimate put together.
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So you want to map out the customer journey as clearly as possible.
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When you understand the steps that prospects are taking before they hire a modeler, you can make smarter adjustments to your retargeting strategy, and you can improve the chances that your advertising is staying relevant throughout that decision-making process.
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So, first of all, we want to craft effective retargeting ads.
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So don't treat an unconverted website visitor as a lost opportunity.
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Because retargeting is going to give you another chance to remind that prospect about your remodeling company and then bring them back to your website.
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And when this is done well, it can help you turn more of the traffic you already paid to attract that person into a paying customer.
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So the effectiveness of your campaign is really going to depend on the quality of your advertising.
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So be selective with your targeting, your ad copy, and the graphics that you're using.
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Remember that every element should support the same objective.
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You are wanting to earn attention from the right prospect and then give that person a clear reason to come back.
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So before launching a campaign, do your research.
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Pay attention to the keywords and the search intent associated with the audience that you are trying to reach.
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Look for the terms that can attract qualified traffic, but don't evaluate on just volume alone.
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Look at competition, look at cost, and look at conversion performance because all of those factors are going to be of extreme importance.
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Remember, higher competition can lead to higher advertising costs.
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So you need to know what those clicks are worth to your business.
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And then more importantly, study which keywords and audience signals are connected to actual conversions.
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So traffic is useful only when it creates a realistic opportunity for a sale.
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So give preference to the targeting and messaging that produces stronger conversion rates and a better return on investment.
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So the same standard applies to your creatives.
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Your graphics should be eye-catching without being distracting, and they should make sense for the remodeling services that you offer.
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And your ad copy needs to be short, it needs to be clear, and it needs to be relevant.
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So avoid trying to say everything all at once.
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Give that homeowner a compelling reason to click and then make sure the destination page continues with the same message and gives that visitor an obvious reason to take the next step, such as reviewing your services or requesting a quote.
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And then think about this: your paid search retargeting, if it's tied to paid search traffic, make sure to align the campaign with a disciplined acquisition strategy rather than treating your retargeting as an entirely separate system.
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If you're using social retargeting, then you want to reinforce awareness and trust when the homeowner is not ready yet to make an immediate decision.
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So depending on what type of system you are engaging with, whether that's paid ads or social media, you want to kind of think about how you're doing that retargeting and what the purpose of that is.
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Are you reinforcing the awareness or are you trying to really push that conversion because it came through a paid search campaign to begin with?
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Because the intent levels are going to be different for those.
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Now you want to measure and improve on your retargeting campaign performance.
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So launching the campaign is not the finish line because once the retargeting ads are running, you need to be measuring the performance and then making decisions based on what that data is showing you.
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So review the campaign regularly.
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Look at the targeting, the advertising platforms, the copy, the graphics, the click activity, and the conversion performance.
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And the purpose of the review is not simply to collect numbers, but it's to identify what's actually producing results for you and where the campaign is wasting attention or budget.
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And then you want to make adjustments.
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So improve the elements that are underperforming and build on the ones that are working well.
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Because retargeting should become more efficient over time as you learn which audiences, messages, and creative elements produce the strongest response.
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Consistent measurement and improvement are what are going to allow you to get more value from the retargeting efforts and then turn more website traffic into real sales opportunity for your modeling business.
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And so by doing that, you're going to consistently improve your business outcomes.
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And then you want to make sure that the landing experience matches the ad.
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So retargeting is not going to fix a weak conversion experience.
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So if the ad earns the click, but the website is creating confusion or friction or some type of uncertainty, then the opportunity is still going to be lost.
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So your landing page experience needs to reinforce the same promise.
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It needs to make that next step very obvious, and it needs to help the homeowner understand why your company is worth contacting.
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So keep your messaging consistent from ad to landing page.
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Make the primary call to action, easy to find.
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Use proof, project imagery, and reviews to reinforce trust.
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And then reduce unnecessary friction with forms and contact pathways.
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So if your site is getting traffic but it's struggling to convert, then you really want to go through and reevaluate how the site is structured and look at the conversion structure of the website and have that review.
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And if you need help with that, as always, you can schedule a strategy session with us at Remodeling Marketing Team.
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We would love to help you put that together.
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So to really wrap this, keep in mind that the buyer journey, especially for remodeling, is a longer buyer journey.
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Sometimes it is months, sometimes it can be more than a year.
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And so it's important to be retargeting that homeowner throughout the journey so that you stay top of mind through that decision-making process.
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And again, if we can help you put together your retargeting strategy, be sure and reach out to us at Remodeling Marketing Team.
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We would love to help you develop your complete ecosystem and your remarketing strategy as part of your business growth plan.
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You can do that at Remodeling Marketing Team.com forward slash get hyphen started.
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And I look forward to talking with you on our next video.