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A kitchen or bath remodel is a considered purchase with a long decision window and a wide price range. That makes paid search unusually easy to waste money on: the clicks are expensive, most of them come from people who are eight months and four bids away from signing, and the default settings Google suggests are built to spend your budget, not to protect your margin. When we audit an existing account, the money is almost always leaking in the same four places.

1. Broad match and Search Partners spending on the wrong intent

Left on defaults, a campaign for “bathroom remodel” will happily buy clicks for DIY tutorials, tile suppliers, remodeling jobs and homeowners three states away. We build tight keyword groups around hire-intent language, then spend the first weeks aggressively mining the search terms report for negatives. Cutting waste is usually worth more in month one than any bid strategy change.

2. Ads that attract the wrong project size

If your average bathroom is $28,000, an ad promising “affordable remodeling” costs you twice — once for the click, again for the hour your estimator spends on a consultation that was never going to close. We write ads that qualify: project ranges, design-build language, warranty and financing where relevant. Fewer leads at a higher close rate beats a full inbox every time.

3. Conversion tracking that counts the wrong things

Smart Bidding is only as good as what you tell it to optimize for. Most accounts we inherit are counting page views, clicks to a phone number, or every form fill including the spam — so Google dutifully optimizes toward whatever is easiest to generate. We track calls over a duration threshold, qualified form submissions and, wherever the CRM allows, booked consultations, so the algorithm is chasing revenue rather than activity. Which CRM you use matters here; we cover the options in our comparison of CRMs for kitchen and bath remodeling companies.

4. Sending expensive traffic to a page that cannot convert

Paid traffic is unforgiving of a weak landing experience. A homeowner clicking a $14 keyword needs to see the project type they searched for, proof you have done it near them, a price frame, and one obvious next step — not a generic homepage carousel. This is why we usually recommend fixing the website before scaling spend: the same budget on a page that converts at 6% instead of 2% is effectively a three-fold budget increase.

The LSA and Performance Max change coming in August 2026

Google is moving Local Services Ads into Performance Max for home-service categories, which changes budget pacing from a monthly to a daily-average model and takes away some of the manual category control remodelers have relied on. We walk through exactly what to reconcile before the switch in our breakdown of the LSA move into Performance Max. There is also a genuinely new channel worth a small test budget — ads inside ChatGPT, where homeowners are increasingly starting their research.

What we report

Not impressions, not click-through rate as a headline. Qualified leads, cost per qualified lead and cost per booked project, by campaign — so you can see which parts of the account deserve more budget and which should be turned off. Paid search is the one channel where that math is available almost immediately, and we would rather tell you in week three that a campaign is not working than defend it for a quarter.