Home Improvement Marketing Case Study: 56% More Conversions at a Lower Cost
See how MRKT360 combined SEO, Google Ads, Meta Ads, precise local targeting, landing page optimization, and continuous testing to help an established home improvement company generate more conversions without materially increasing Meta advertising spend.
+56%
increase in Meta conversions, from 68 to 106 year over year
–36%
decrease in cost per conversion in Meta, improving from CA$88.85 to CA$57.16
+10%
more organic search sessions, from 2,478 to 2,734 in the comparable period
+15K
website sessions generated from paid, organic, social, and referrals in 12 months
meet the client
An Established Home Improvement Company Serving Local Homeowners
This home improvement marketing case study follows an established residential improvement company serving homeowners across Ontario. The business had years of industry experience, a strong service offering, and an established reputation. The opportunity was to create a more connected digital growth strategy that could consistently reach homeowners considering significant improvements to their properties.
MRKT360 became an ongoing marketing partner in February 2023, supporting the business through SEO, Google Ads, Meta Ads, local audience targeting, landing page optimization, Dynamic Text Replacement, A/B testing, and ongoing performance optimization.
Client
Name hidden
Industry
Professional Home Services
Location
Ontario
Services
Google & Meta Ads, SEO, Dynamic Text Replacement
Budget
Approx. $5000 CAD/month
Partnership
February 2023 → Present
THE CHALLENGE
Reaching Homeowners When Improvement Plans Take Shape
Home improvement decisions often develop over time. Customers research providers, compare options, think about timing, evaluate their property needs, and return to the decision as their plans become more concrete.
That creates several opportunities for a home improvement company to become part of the consideration process. The business needed to appear when homeowners were actively searching, stay visible to relevant local audiences, communicate the right message once someone clicked, and make it easy for interested prospects to take the next step.
MRKT360 saw an opportunity to connect those moments into one stronger lead-generation system.
HOME improvement MARKETING SERVICES
Building Around the Way Homeowners Plan and Improve
Home improvement marketing requires more than generating traffic. The strategy needs to connect local demand, homeowner intent, website experience, and conversion opportunities.
SEO & Organic Visibility
We strengthened organic search visibility so the business could continue attracting homeowners researching services and potential property improvements without relying entirely on paid advertising.
Paid Search & Meta Advertising
Google Ads captured active search demand while Meta helped reach relevant homeowners across priority local markets.
Local Market Targeting
Campaigns were focused around service areas and selected neighbourhoods where the business had greater opportunity to generate valuable inquiries.
Landing Page & Conversion Optimization
Dynamic Text Replacement, A/B testing, and ongoing landing page improvements helped create a closer match between what customers searched for and what they saw after clicking.
the solution
Creating a Clearer Path From Discovery to Project Inquiry
MRKT360 approached the account as a connected customer acquisition system rather than a collection of individual campaigns. SEO helped build sustained visibility. Google Ads captured homeowners already searching for relevant services. Meta created another path into the business by reaching carefully selected local audiences.
Once visitors reached the website, landing pages were designed to continue the conversation. Messaging, location relevance, calls to action, and page variations were continually tested so the experience after the click supported the intent that brought the homeowner there.
The result was a connected path: Search or Discovery → Relevant Message → Landing Page → Inquiry → Project Opportunity
SEO & ORGANIC SEARCH
Staying Visible While Homeowners Plan Their Next Upgrade
SEO and Google Ads worked together to capture homeowner demand at different stages of consideration. Organic search supported long-term visibility while paid search helped the company appear when homeowners were actively looking for a provider.
From January to August 2025 to the same period in 2026, Organic Search sessions increased from 2,478 to 2,734, approximately 10% year over year. During January to August 2026, Google Ads also generated 1,046 clicks and 33 tracked conversions from 13,789 impressions.
The objective was to create multiple opportunities for the business to appear while homeowners researched, compared, and moved closer to starting a project.
LOCAL PAID MEDIA STRATEGY
Reaching the Right Homeowners in the Right Markets
Meta Ads gave MRKT360 another way to reach homeowners beyond active search. Campaigns were focused around priority service areas and selected neighbourhoods, including higher-income postal codes where homeowners were more likely to invest in meaningful property improvements. This helped concentrate advertising around audiences and markets with stronger project potential.
The year-over-year improvement was significant. From January to August 2025 to the same period in 2026, Meta conversions increased from 68 to 106, approximately 56% growth, while spend remained virtually unchanged at approximately CA$6,000. At the same time, average cost per conversion improved from CA$88.85 to CA$57.16, a reduction of approximately 36%.
LANDING PAGE & CONVERSION STRATEGY
Making Every Click More Relevant to the Project
Generating traffic was only part of the strategy. The experience after the click needed to reflect what the homeowner had been searching for.
MRKT360 used Dynamic Text Replacement to adapt landing-page messaging based on search and campaign context, creating a closer connection between the advertisement and the page experience. A/B testing was then used to compare different page variations and identify opportunities to improve performance.
The goal was to create a more natural path from research to inquiry: Search or Ad → Relevant Landing Page → Clear Next Step → Project Inquiry
PERFORMANCE & ONGOING OPTIMIZATION
Building on What Homeowners Respond To
Since the partnership began in February 2023, MRKT360 has accumulated years of performance data across SEO, Google Ads, Meta Ads, local targeting, landing pages, and conversion testing. Rather than rebuilding campaigns from scratch, the team could carry forward what had already been learned. Audience performance, geographic results, messaging, budget allocation, and conversion data were continually reviewed to identify where the next improvement could come from.
That long-term learning helped the strategy become more efficient over time while maintaining a steady flow of opportunities.
Certified. Vetted. Recognized.
Our Partnerships That Strengthen Home Improvement Marketing Performance
MRKT360 ADVANTAGE
Building a Stronger Path From Search to Project Inquiry
The advantage was not any single channel. It was how the pieces worked together.
SEO helped the company remain visible while homeowners researched. Google Ads captured active search demand. Meta expanded reach across relevant local audiences. Geographic targeting helped concentrate spend around priority markets. Landing-page optimization created a more relevant experience after the click. Testing and performance data helped determine where the strategy should go next.
Together, those pieces created a more mature home improvement marketing system: Reach the Homeowner → Match the Project Intent → Build Confidence → Generate the Inquiry → Create the Opportunity
see the results
More Project Opportunities From a More Efficient Strategy
From January to August 2025 compared with the same period in 2026:
+56% More Meta Conversions
Conversions increased from 68 to 106 while advertising spend remained virtually unchanged.
36% Lower Meta Cost Per Conversion
Average cost per conversion improved from CA$88.85 to CA$57.16.
+10% Organic Search Sessions
Organic Search increased from 2,478 to 2,734 sessions.
15K+ Website Sessions
The website received traffic from Paid Social, Organic Search, Paid Search, Direct, Organic Social, Referral, and additional channels during the 2026 period.
ready FOR WHAT’S NEXT?
Turn More Local Demand Into Home Improvement Opportunities
MRKT360 helps home improvement companies connect SEO, paid media, local targeting, landing-page strategy, and ongoing optimization so more of the right homeowners can discover the business and take the next step.
PERFORMANCE OVER TIME
From Strong Local Visibility to a More Connected Growth Engine
Before MRKT360
- Established service offering with additional opportunities to expand digital visibility
- Paid media could benefit from a more connected long-term strategy
- Geographic targeting had room to become more precise
- Landing-page messaging could align more closely with search and campaign intent
- SEO represented another opportunity to capture homeowner research
- Testing and performance data could play a greater role in ongoing decisions
With MRKT360
- SEO, Google Ads, and Meta Ads working as a connected acquisition strategy
- Organic Search sessions growing year over year
- Meta generating 56% more conversions while maintaining advertising spend
- Cost per Meta conversion reduced by approximately 36%
- Local targeting concentrating campaigns around priority service areas
- Dynamic Text Replacement improving campaign-to-page relevance
- A/B testing supporting ongoing landing-page improvements
- Years of campaign learning informing future decisions
CLIENT TESTIMONIAL
“MRKT360 has been a valuable partner…”
They helped us strengthen our digital presence and attract more customers. Their team is proactive, responsive, and always looking for new ways to improve our marketing and support the growth of the business.
Strategy That Works
Why Businesses Trust Us
Partnership Mentality
We align media strategy with your business model, sales cycle, budget realities, and growth goals.
Accountability First
You get clear reporting, clear priorities, and practical recommendations based on what the data shows.
Transparent Communication
You always know what we are doing, why we are doing it, and how it connects to performance.
GET STARTED
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