Industries · Home Services
Madvert Labs builds lead generation for home improvement and home services companies: a sharper offer for homeowners, trust-driven Meta Ads creative, precise targeting, qualifying questions about the property and the job, and a steady pipeline the business can follow up.
For example, a UAE home improvement company received ~100 qualified homeowner leads at $3.10 CPL, with the Ads Manager screenshot showing 93 website submit applications on $288.47 of spend (UAE home improvement case study). Related work includes a Texas solar campaign for homeowners.
Updated
The challenge
Home improvement is competitive, and generic advertising gets expensive fast. Many companies offer similar services, so an ad that only lists services blends in with every other one in the feed.
Homeowners are letting someone into their home and often paying a large amount, so trust decides who gets the call. Credibility has to be built in the ad and the form, not only after the first visit.
Not every enquiry is a job. Tenants who cannot approve work, people outside the service area and people collecting quotes with no timeline all cost the team time. The UAE home improvement case study set out to produce relevant conversations with homeowners considering renovation, maintenance and upgrade services, not just clicks.
Trigger
Something breaks, looks dated or no longer fits how the family lives.
Planning
Collects ideas, rough costs and a sense of what is possible.
Shortlisting
Compares a few companies on trust, past work and how quickly they respond.
Ready for a quote
Knows the scope and timing and wants a visit or a price.
The system
The system below follows the UAE home improvement case study, from offer to sales pipeline.
A sharper, more compelling offer that speaks directly to homeowner needs, instead of a list of services every competitor also offers.
Meta Ads reach homeowners by location, interests and homeowner intent, with messaging and creative built to establish credibility quickly. Google Ads suits urgent jobs people search for.
The form asks about the property, the job and the timing, so the business can tell a planned project from a price check before calling.
Enquiries flow into a pipeline the business can follow up quickly. CRM and Automation adds instant replies, reminders and WhatsApp follow up.
Continuous testing and performance improvement to reduce cost per lead, read alongside lead quality and the visits or quotes that follow.
Qualification
Questions a home services form or first call can ask. Property type and project scope mirror the qualification used in the Dubai interior design case study.
What do you need: renovation, maintenance or an upgrade?
Routes the lead to the right person and the right offer.
What type of property is it (apartment, villa, townhouse)?
Shapes the scope, the price range and who visits.
Do you own the property or need the owner's approval?
Avoids quotes for work nobody can approve.
Where is the property?
Keeps enquiries inside the service area.
When would you like the work to start?
Puts ready homeowners at the front of the queue.
The question set is tested against lead volume and adjusted to each service.
Channels
Proof
The home improvement figures below are from one campaign, shown exactly as reported. Two related case studies are included and labelled as related.
Home Services case studyUAE
A UAE home improvement company needed a more predictable way to reach homeowners considering renovation, maintenance and upgrades. Madvert Labs sharpened the offer, built trust-driven creative and ran precise Meta targeting.
Related case studyTexas, USA
Related: the case study lists the industry as Solar / Home Services. A Texas solar company reached homeowners with a lead-gen flow that captured bill details, property info and installation interest.
Related case studyCasa Elegance Interiors · Dubai, UAE
Related: a Dubai luxury interior design company whose ads spoke to people planning to renovate. A six-step funnel qualified each inquiry by property type, scope, finish level and timeline.
Figures describe specific campaigns for specific clients. They are not benchmarks, and past results do not guarantee future results.
FAQ
Home improvement leads come most reliably from a clear offer shown to the right homeowners, with qualifying questions and quick follow up. Madvert Labs uses Meta Ads for planned projects and Google search for urgent jobs. For example, a UAE home improvement company received ~100 qualified homeowner leads at $3.10 CPL from Meta Ads.
Meta Ads suit planned work such as renovation and upgrades, because homeowners can be reached before they search. Google Ads suit urgent jobs, because people search when something breaks. Many home services businesses use both. The Meta Ads vs Google Ads comparison explains the difference.
Low quality leads are reduced by making the offer specific, asking about the property, ownership, location and timing on the form, and judging the campaign by cost per qualified lead rather than cost per lead. Follow up speed matters too, because a slow reply turns good leads cold.
Yes. The published home improvement case study is from the UAE and a related solar campaign was for homeowners in Texas. Madvert Labs is based in Karachi and also works with home services businesses in Pakistan, planning each market on its own numbers.
It depends on the market, the service, the offer and how strictly leads are qualified. The $3.10 CPL in the UAE case study describes one Meta campaign and is not a benchmark for other markets. Madvert Labs agrees a target cost per qualified lead with each business before scaling spend.
Madvert Vault
Qualified Lead Generation Playbook
Madvert Vault
Attract the leads your sales team actually wants to call.
Get the Playbook
The ultimate playbook for turning website visitors into leads, customers and sales.
Get the PlaybookRevenue Leakage Audit
Madvert Vault
Find the revenue lost between enquiry and closed deal.
Open the AuditNext Step
